By Mario Matulich, President of Customer Management Practice

With brands working to deliver revolutionary customer experiences through AI, omni-channel, and hyper personalization, “invisible customers”—those who don’t fit neatly into these strategies can be lost in the fold. But wait, who are these “invisible customers?” Individuals living in rural communities, non-digital consumers, neurodiverse individuals, and other overlooked demographics are untapped market opportunities for brands willing to step outside of their main playbook and prioritize inclusivity.

Reaching Rural Consumers and Bridging the Accessibility Gap

Limited access to high-speed internet, fewer brick-and-mortar locations, and shipping delays are just the tip of the iceberg for what rural communities face in their CX journeys. Companies that work to communicate and reach rural consumers can build a loyal following of an underserved audience. How can this be done? I recommend that companies put themselves in the shoes of who they are trying to reach in their local messaging and incorporate word-of-mouth marketing, traditional community engagement, sponsor community events, and utilize traditional media forms such as radio. Offering offline solutions is another great strategy, as some may not have solid internet access and depend on phone-based customer service or text-based transactions.

How to Serve Non-Digital Natives

Not all customers are comfortable navigating digital platforms. Some older generations not born into the age of iPhones, iPads, and Apple watches have limited tech literacy and dislike CX tools such as chatbots, QR codes, and self-checkout. This is why I always recommend that brands cater to this group with in-person options or human agents, ensuring non-digital natives feel supported and heard in real-time situations.

Simplifying digital interfaces can also bridge the gap. Use large fonts, clear instructions, and straightforward call-to-action buttons to help make digital platforms less intimidating. Providing customer education is another valuable approach. Retailers and service providers can implement free tech-literacy workshops to help customers confidently engage with digital platforms while still offering traditional service methods.

Catering to Neurodiverse Customers by Creating Sensory-Friendly Experiences

Neurodiversity is rarely discussed in the customer service and CX space. However, it should be. According to the National Library of Medicine, it is believed that between 15% and 20% of the global population is neurodiverse. That means neurodivergent people are the world’s largest minority group. Companies striving for CX excellence need to be comfortable with creating a positive customer service experience for people from all walks of life. So, how can you support your neurodiverse consumer base? It starts with the retail space. This can be done by creating a simple environment that is not overstimulating or overwhelming, with clear messaging. I also encourage customer service staff to be trained to better understand and support customers with diverse sensory needs. Website and app designs should also consider having minimal distractions, customizable user interfaces, and alternative text options for consumers who process information differently.

Moving Forward: Prioritizing Inclusive CX

The classic motto, “leave no man behind,” works perfectly for building a CX strategy. It is crucial for companies to refine their strategies and invest in serving their “invisible customers.” This is a win-win situation. Companies will unlock an untapped consumer base, and underrepresented customers will have better customer service options. The brands that win the future won’t be those that simply innovate for the majority—they’ll be the ones that create solutions for everyone.