2022 is supposed to be the year when services 'return to normal' and retailers hope to move their business back to physical stores. But we have learned from experience with pandemics that you can never assume anything with certainty.

One thing is for sure though - 2022 might be dubbed "The Year of B2H" - business to human – where experience triumphs over everything else. It's about marketing to the person behind the screen, not just the consumer. It's about meaning, commitment, and personal value.

To win the respect and loyalty of customers, your company needs to meet their expectations before they even realise it. We will show you the key trends to watch out for in 2022.

What has changed?

Of course, our use of technology has transformed as a result of the pandemic. For starters, we’re far more accustomed to using and working it remotely, while our use of technology in our personal and professional lives has become the norm.

• Buying clothes online? Check.
• Video conferencing for daily work meetings? Check.
• Taking a language course online from the comfort of home? Check.

What we’ve come to learn from this, is everything must be made available to us immediately, and smoothly. Add to that the fact that customers are more impulsive due to the tensions arising from the global crisis, where they tend to become annoyed when encountering eCommerce-related difficulties.

Businesses, therefore, need to focus on exceeding expectations by providing a seamless and user-friendly shopping experience. A proactive enterprise is likely to offer a reassuring process, instant communication across multiple channels, and strive to build loyalty and a genuine connection through personalized tools and self-service options.

I know how you feel. How can you meet these expectations and manage so many channels and tools of marketing and consumer care with the growing pressure? That can be difficult even for a large company with a strong and experienced digital marketing strategy.

Stick with me, and we will find a solution. But more on that later.

What about the Experience Gap?

There has always been a discrepancy between what people demand and what companies are willing to provide. In 2022, that discrepancy has become more apparent than ever. Customers expect their favourite brands to consider their needs and incorporate their opinions. Reach out to your customer base in social media and through online surveys – if you so dare. But before you do, believe me - competition is vicious.

The triumph of BHC means that in 2022, companies will have to respond to user expectations. If you want long-term engagement, you need to make sure your contact and marketing campaigns are engaging, intimate, and travel cross-channel. Be aware that after two years of occasional lockdowns and minimal social interaction, customers are now more demanding than ever and have a variety of alternatives to choose from.

Companies must learn to capitalize on the changing mindset by encouraging unification, broadening their connections, and removing barriers. A new level of productive collaboration in areas such as product development, marketing and customer service is now a must.

Customer expectations in 2022

You probably already know this, but people bring a set of well-established routines with them when they use websites, desktop apps, and mobile apps. These expectations influence their experience. By understanding user expectations, you can make detailed recommendations and help your customers deliver engaging customer service.

We have compiled a list of the top user expectations you should be paying attention to in 2022. Let’s dive in!

Customers expect smooth omnichannel communication

When customers contact your company, they want to do so through the channel they’re most familiar with. They also want to receive a quick response and support regardless of the medium, and they want the ability to switch to another channel - from chat to call or from social media to email. If you want to focus on the customer experience, omnichannel tools and the ease of accessing a different medium are key.

Users want to be educated about new features

Are you planning to introduce a new feature to your product or offering? Chances are, despite notifications and marketing campaigns, many users know little or nothing about the new services. You need to change that. That's why in 2022, you should make the effort to inform your customers about the new features of your app or a, HR, software offering.

Clients expect better personalization

When it comes to meeting rapidly rising customer expectations, personalization is the way to go. As you may know, the need for humanized online experiences is evolving alongside the expansion of online services in pandemic reality. You'd be more inclined to do business with a company that offers personalized interactions via chats, social media, and advisors than those generic bot-like responses, right?

People need the power of self-service

Are you aware that even though 69 percent of consumers try to solve their problems on their own, less than a third of companies offer self-service solutions like a knowledge base? The truth is hard - people are more than happy to solve their own problems rather than wait for a customer support representative. That's why providing an easily accessible knowledge base, a chatbot with solutions to the most common problems, or a blog is what it takes to meet user expectations.

Possible new directions: Designs led by AR, VR and s3 design

As digital reality gets better every year, UX design will undoubtedly be on the rise in 2022. AR, VR and 3D design are changing the way people interact with services and improving customer experience and satisfaction. Many companies are already moving in this direction - using 3D design principles to create websites or online stores where you can virtually walk through your home or try on items is just the beginning. If you don’t want to be left behind, you should hop on the bandwagon too!

New direction of user expectations

As we all navigate the quirks of 2022, UX design trends and consumer expectations are sure to change. No pioneering business stays in their comfort zone of predictability. Keep an open mind, though, because increased demands are not the only aspect of customer service that will evolve - new technologies and communication channels will change the way we engage with our users in the years to come.

However, if you keep the above in mind and are always on the lookout for new trends that could improve the user experience, you'll be ready to meet consumers' ever-changing expectations.