The Shifting Trends in Customer Experience in 2024
Mita Srinivasan
10X Technology

The Shifting Trends in Customer Experience in 2024

As we move further into 2024, the shift towards digitalisation, personalisation, omnichannel experiences, sustainability, data-driven decision-making, and health consciousness is a reflection of profound changes in consumer behaviour and business strategy. In this exclusive piece, Amol Kadam, the co-founder of RBBI, shares his insights into the trends in customer experience.

Looking back at the transformative journey the Middle East embarked upon in 2024, it's clear that the COVID-19 pandemic was more than a health crisis—it was a catalyst for profound changes in consumer behaviours and business strategies. The landscape of customer journeys has been reshaped, setting new standards and expectations in how businesses interact with their customers. Let's delve deeper into these transformative trends before exploring industry-specific examples.

Accelerated Digital Transformation

The digital revolution has taken a quantum leap forward. What was once a gradual shift toward online platforms became an urgent necessity during the pandemic. This transition, however, has extended far beyond a mere response to a crisis. It has now become integral to long-term business strategies across various sectors, fundamentally redefining customer-brand interactions. The emphasis on digital channels has not only prioritised convenience and accessibility but has also opened new avenues for customer engagement and service delivery.

Businesses increasingly incorporate virtual reality (VR) and augmented reality (AR) to provide immersive experiences. These technologies allow customers to interact with products and services virtually, bridging the gap between physical and digital realms.

Heightened Demand for Personalization

The era of one-size-fits-all is fading into the past. Today's consumers expect services and products that cater to their needs and preferences. This demand for personalisation drives businesses to harness the power of big data and artificial intelligence. Companies can tailor their offerings by analysing customer data, ensuring higher customer satisfaction and loyalty. Personalisation is not just about providing customised products; it's about creating a unique customer experience at every touchpoint.

Using predictive analytics, businesses can anticipate customer needs even before the customer does, offering solutions and products that align with future requirements.

Omnichannel Strategies

The distinction between online and offline experiences is becoming increasingly blurred. An effective omnichannel strategy ensures customers enjoy a seamless and consistent experience across all channels and platforms. This integration of services allows customers to interact with brands in a way that suits their preferences, be it through an app, a website, or a physical store. The key to a successful omnichannel approach lies in the continuity of the customer experience, ensuring that each channel is interconnected and provides a cohesive journey.

Businesses are developing more interactive platforms where customers can seamlessly transition from online browsing to in-store purchasing, and vice versa, without disrupting service or quality of experience.

Focus on Sustainability and Ethics

There is a rising tide of consciousness about environmental issues and ethical practices in business operations. This trend is not merely about corporate responsibility—it reflects consumers' evolving values. People increasingly gravitate towards brands committed to sustainable and ethical practices, making them a critical component of brand reputation and customer loyalty.

Companies are investing in eco-friendly technologies and sustainable practices, from production to packaging, to meet the expectations of a more environmentally conscious consumer base.

Enhanced Use of Data Analytics

In the realm of customer experience, data is king. The enhanced use of data analytics has become a game-changer for businesses in understanding and predicting customer behaviour. Sophisticated data analytics tools allow companies to personalise experiences, streamline marketing strategies, and make informed decisions that align with customer preferences. This trend underscores the importance of data in crafting customer-centric, predictive, and proactive strategies.

The real-time customer data analysis enables businesses to react swiftly to changing preferences and trends, ensuring they stay ahead in meeting customer needs.

Rise of Health-Consciousness

The pandemic has brought health and wellness into the spotlight like never before. Consumers are now more inclined towards products and services that promote health and well-being and ensure safety and cleanliness. This shift has significantly impacted various industries, from food to fitness, compelling businesses to rethink their product offerings and service models.

Businesses respond to this trend by offering products and services emphasising health benefits, such as organic food options, wellness programs, and health-conscious hospitality services.

Industry-Specific Examples

Now, let's apply these trends to specific industries to see how they manifest in real-world scenarios:


  • E-commerce platforms are integrating VR and AR for virtual try-ons and immersive product experiences.

  • Fashion brands focus on sustainable materials and ethical manufacturing processes that appeal to environmentally conscious consumers.

Travel and Tourism

  • Travel agencies offer custom-tailored travel packages that cater to individual health and safety preferences, focusing on unique and secluded experiences.

Grocery Retail

  • Supermarkets have developed robust online ordering systems seamlessly integrated with physical store experiences, including click-and-collect and in-store digital assistance.

Cosmetics and Fashion

  • Brands in the cosmetics and fashion industries are adopting eco-friendly practices and sustainable product lines, responding to the growing demand for ethical consumerism.

Banking and Financial Services

  • Banks utilise data analytics to provide personalised financial advice, tailored investment solutions, and customised product recommendations.

Restaurants and Food Services

  • Restaurants are emphasising healthier, organic menu options and highlighting locally sourced ingredients, catering to the increased health consciousness among consumers.

As we move further into 2024, it's clear that these transformative trends are shaping the customer journey in the Middle East. The shift towards digitalisation, personalisation, omnichannel experiences, sustainability, data-driven decision-making, and health consciousness is not just a response to the pandemic but a reflection of more profound changes in consumer behaviour and business strategy.

These interconnected trends play a critical role in reshaping the marketplace and setting new benchmarks for customer engagement and experience in this dynamic region.

About the author

Amol Kadam is the co-founder of RBBI, the region’s first, Service Design, UX & Usability consultancy. With over 26 years of experience in digital, Amol is a widely accepted UX evangelist, speaker, start-up mentor and guest writer in many leading publications within the region. He is also a speaker at conferences locally & internationally. He has been consulting many regional start-ups and founders about UX, CX and Usability.