Mendix: Hyper-personalization across channels will dominate innovation in 2022

Recently, Mendix announced seven customer experience trends that will drive business success in 2022. As customers continue to seek an optimized experience, more enterprises will move to low-code development in order to increase their flexibility.

In predicting 2022, Mendix executives are taking into account the continued impact of the new crown epidemic and the post-epidemic technology trends that are already beginning to change the way companies operate and interact with their customers.

Fast-growing companies are using low-code to accelerate digital transformation and win more customers,” said Tim Srock, CEO of Mendix. To achieve this, they are not only building applications through low code, but also designing compelling new customer experiences that optimize business processes through automation and fully harness the power of data and APIs to drive innovation.”

Here are Mendix executives’ predictions for 2022.

1. Customer experience has evolved into experience management

Customer experience is no longer a one-and-done exercise. Companies must deliver multiple experiences across channels and use intelligent technology to maintain user preferences and context. Companies need to be aware that these preferences and contexts will continue to change and create a path that can best meet the evolving needs of customers to continually adapt to these changes.

The more touchpoints and devices supported by the enterprise ecosystem, the more development kits are needed for model development platforms, augmented reality tools and IoT sensors,” said Nick Ford, chief marketing officer, Mendix. The model-based development and out-of-the-box integrations that come with low code will help developers deliver applications faster and provide a better customer experience.”

2. Hyper-personalization becomes the norm

Today’s customers expect applications to adapt to their preferences and usage contexts. However, it is very challenging to make the application achieve this according to the actual environment that changes all the time, because the application must understand the context, such as the type of enterprise employees, the equipment in use, customized features, user credentials and environment. To analyze this data and respond appropriately and in a timely manner, the assistance of AI is required.

In order to adapt quickly and appropriately to a changing environment, enterprise organizations likewise need constant feedback and iteration. The more iterations a company generates, the more feedback it will receive. This feedback data can be used as valuable training data for machine learning models to automate hyper-personalized experiences at scale.

Srock mentioned, “Hyper-personalization will be a highly competitive differentiator in 2022. As the world becomes increasingly digital, customers want customized experiences that can adapt to their current needs and desires. To do this, apps will need to leverage AI rather than enforce simple rules.”

3, Augmented reality and virtual reality may see a spring in new industries

Many industries are taking advantage of augmented and virtual reality in innovative ways. A growing number of manufacturing companies will use 3D models to prototype new products and use AR and VR for quality control checks. Businesses will also create immersive learning experiences or use AR to provide simulated test environments for some hazardous jobs.

Ford said, “Business organizations are no longer limited to the physical world. Instead, they can choose between the analog and digital worlds, or combine the two. 2022 will see more business leaders reimagining the way their companies operate, such as retailers who can offer AR experiences to their customers, putting 3D renderings of furniture into their homes as a way to determine whether the furniture fits.”

4, Out-of-the-box APIs are improving the customer experience

Application connectivity relies on fast, reliable system integration. To ensure a seamless user experience channel, enterprise organizations must create well-integrated back ends to facilitate efficient data sharing.

To create a consistent experience across different models and contexts, enterprises will increase the use of out-of-the-box APIs that can easily connect disparate systems and data sources,” said Srock. Developers will be able to quickly connect across core systems of record and meet the real needs of their customers. For example, identify at each point of the customer journey and deliver an experience relevant to their environment.”

5, More and more companies will use low code to automate tasks in the workflow

Process optimization is driving competitive advantage. But many enterprise organizations still struggle to move away from paper-based processes and email approval workflows, which can not only slow things down, but also negatively impact employees and customers. What’s more, data is trapped in application silos, further degrading the customer and employee experience. Looking ahead to 2022, more companies will look to model-driven, user-centric development tools to more easily create applications and automate business processes.

Every process affects the customer experience, and global supply chain disruptions are just one example,” Ford noted. When enterprise organizations need to be able to adapt to changing markets in real time and at scale, undersupply and delayed delivery is a sign of inefficient back-end processes.”

6, enterprise organizations must be able to provide native and progressive web applications

Mobile applications are the workhorse of the digital economy. Without the right architecture, it is nearly impossible to meet the needs of different environments, devices and people. The choice of native or progressive web applications (PWAs) depends on the nature of the application. In 2022, enterprises must be able to build both native applications and PWAs so that they can deliver an optimal customer experience in every mobile scenario.

Ford added: “The need to support both architectures is not just due to the prevalence of mobile scenarios. Mobile devices are evolving from data-receiving devices to data-providing devices, especially with HD cameras on smartphones and a variety of applications that can replace reality.”

7, user experience will extend to the Internet of Things

Wearables, sensors, connected smart environments …… whether on the manufacturing floor, in the warehouse, or on the construction site, multiple experiences are changing the way employees work. Not only do companies need to prepare for the massive amounts of data generated by wearables and the like, they also need to consider how the information obtained from wearables can synergize with the physical environment, such as using sensors to detect access credentials stored on smart bracelets, watches, or providing in-building navigation through smart glasses.

Combining the physical and virtual worlds is one way to create new customer experiences,” Srock said. There is also the concept of digital twins that can operate intelligently, even autonomously. Enterprise organizations need to provide the right data at the right time as a way to gain relevant insights and take the right actions so that they can create a seamless experience between the analog and digital worlds.”

As the new year approaches, Ford added, “Enterprises must be ready to enhance the digital customer experience, and this can be done quickly with low-code solutions. The epidemic has created a revolution in digital innovation for both internal enterprises and external customers who want a hassle-free, personalized experience. Companies that can respond to these trends quickly and strategically will undoubtedly gain competitive advantage, customer loyalty, net profit, and accurate data that produces positive business results.”

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