Are You Ready for 2023 CX Disruptors?


Experts weigh in on potential disruptions to customer experience in the upcoming year.

Every year there are disruptions to CX. It could be something as extensive as the COVID-19 pandemic, which pushed many customer service agents to work remotely, or it could be the emergence of a new and popular social media platform, such as when Myspace came into play more than a decade ago. Now Facebook no longer has the dominance it once did and the recent changes in opt-in rules for customer/prospect contacts have caused CX disruptions.

While some of these disruptors appeared during a particular year, others, such as growing customer expectations, continue to evolve over time.

Below are some of the CX disruptors marketers expect to see in 2023.

More Peer-to-Peer Customer Service

The combination of a tight labor market, the growing gig economy and companies cutting costs will drive dramatic increases in self-service and/or peer-to-peer customer service models, according to Iliya Rybchin, Elixirr Consulting partner. 

“The inability to hire sufficient staff and the associated costs will require companies to find alternative ways to deliver customer service,” Rybchin said. “The tech industry has used P2P support communities for years, and I anticipate that other industries will adopt these support models over traditional customer support services.”

Consumers with excess spare time or those seeking to make a few dollars will be “enlisted” by companies to provide service or support to other customers, Rybchin added. It may begin with helping answer simple questions but could expand to more complex tasks previously performed by salaried customer service employees.

Rybchin expects this evolution to start companies down a “slippery slope” of further reducing their commitment to customer service, raising fundamental questions around the degree to which a company has a responsibility to provide care and service versus pushing that responsibility out to the customers themselves.

Further Social Media Expansion

The diversification of channels will continue increasing at record speed, according to Shari Hofer, Wiley CMO. “Customers are reconsidering the social media landscape. They are finding new channels to engage on such as Discord and Twitch. Companies will need to determine whether or not they want to invest in new channels and reevaluate their current spend and strategies.”

This points to a larger issue of shifting behavior of customers and the ability for products to be discovered in different ways, Wiley added. “For example, we are seeing customers use TikTok as a search engine and Amazon for product discovery. These changes present new opportunities to reach customers but will require navigating across a large and more complex environment.”

Related Article: How AI-Driven Data Enhances CX

Increased AI Penetration

In 2023, CX technology will continue to blur the lines between real human customer interactions and artificial intelligence, predicted Dave Mingle, vice president of CX at Reputation

“Walmart recently launched Be Your Own Model, a virtual try-on technology that allows shoppers to use their own photos to visualize how clothing will look on them without trying it on,” Mingle explained. “This gamifies the way customers shop, using machine learning to show how an item of clothing will look on someone using shadows and fabric draping, mimicking where clothing falls on someone’s figure in seconds.”

AI is also making chatbots appear realistic to customers, Mingle added, pointing to startup Tymely, which is developing a chatbot to enable brands to provide email and chat support services in a more empathetic way. Additionally, Soul Machines has developed a 3D digital human, which is being used on sites such as Calocurb. 

Increased Focus on Quantifying Quality CX

A shift away from merely delivering great experiences is coming.



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