Across industries from F&B and banking to retail and beauty customer experience is no longer about simply “doing better” but about eliminating familiar friction points in the journey.
What stands out is this brands are not just adding features but are addressing very specific small user pain points from waiting time and complex processes to the burden of making decisions alone.
Below are five ways brands are tackling these friction points and turning them into experience advantages.
CX Trend 1: “Real time visibility” is becoming the new standard
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The case of Domino's Pizza demonstrates a clear leap forward from simply improving the order tracker to redefining how customers perceive the service.
Instead of passively waiting customers shift into actively tracking their orders in real time.
Integrating AI with operational data GPS order status delivery timing not only increases certainty during the waiting period but also enhances transparency turning the entire delivery process into part of the experience.
👉 This reflects a key shift CX is no longer just about “good service” but about an experience that can be seen and controlled.
CX Trend 2: AI is becoming a personal “beauty advisor”
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As product choices become more complex users do not lack information they lack a way to make quick confident decisions.
In this context Sephora is exploring a different approach bringing the entire advisory experience into a conversation with ChatGPT.
Instead of searching on their own or visiting a store users can chat and receive tailored recommendations instantly.
AI integration shortens the decision making journey while making the shopping experience more personalized and less overwhelming.
👉 This reflects a clear shift beauty experiences are no longer about “finding the right product” but about being guided throughout the decision process.
CX Trend 3: AI handles financial tasks on behalf of users
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The case of VietinBank shows a clear transition from digitizing banking services to transforming how users experience everyday financial transactions with AI.
Instead of visiting branches preparing documents and waiting for processing users can open accounts access loans or manage cash flow within minutes on their phones.
The integration of eKYC and AI powered assistants significantly reduces manual steps making transactions smoother and less stressful especially for users who need speed.
👉 This reflects a clear shift banking experience is no longer about “completing transactions” but about feeling fast empowered and frictionless throughout the journey.
CX Trend 4: Loyalty expands from individuals to family ecosystems
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The “Ví Khỏe Nhà Ta” program by FPT Long Châu goes beyond point accumulation expanding the concept of loyalty to the family level.
Instead of separate individual accounts rewards are shared consumption behaviors are connected and the entire experience is designed around the “family unit.”
👉 Key insight loyalty is no longer about retaining individual customers but about creating bonds within a group of users especially relevant for industries like healthcare retail insurance and FMCG.
CX Trend 5: Retail CX is shifting toward eliminating “micro frictions”
In convenience retail the experience is not just about “having a nearby store” but about whether customers can find exactly what they need at the right moment.
To address this 7-Eleven is using AI to reduce small but recurring friction points in the shopping journey.
Instead of encountering stockouts or delays in support users can more easily find the products they need and receive faster assistance.
Operational optimization behind the scenes creates a more seamless front end experience both online and in store.
👉 This reflects a clear shift retail experience is no longer about “having products” but about the ability to meet needs at the right time with minimal disruption.
