11 BUSINESS VIEW MAGAZINE NOVEMBER 2019 OPENING L INES M odern technology has upended the way brands and consumers engage. New products, services, consumers, and competitors have arrived and keep evolving. Consumer behavior, likes, and dislikes continue to change. What will the customer experience look like in 2030? And how will brands evolve to meet the expectations of future consumers? These are some of the questions addressed in Experience 2030: The Future of Customer Experience by Futurum Research and sponsored by SAS, the leader in analytics. The research found that technology will be the major driver behind the reimagined customer experience (CX), and that brands must rethink their customer ecosystems to keep pace with empowered consumers and evolving consumer technologies. Agility and extreme automation will drive CX By 2030, the brands surveyed in the study see a massive shift toward the automation of customer engagements. The research anticipates that smart machines will replace humans and handle roughly two-thirds of customer engagement, decisions made during real-time engagement, and decisions around marketing and promotional campaigns. According to the research, by 2030, 67% of customer engagement between a brand and NEW GLOBAL RESEARCH: WHAT WILL CUSTOMER EXPERIENCE LOOK LIKE IN 2030?