2020 changed a lot of things for the consumer and business world. A global pandemic forced many of us to reconsider the way we shop. The influence has been so massive, that it’s sure to have an impact on consumerism for years to come.
In world where the interactions between companies and their customers have changed, customer experience needs are evolving too. According to consumer surveys from CommerceHub, around 59% of people said that they plan to continue shopping online after the outbreak is contained. Even the most traditional forms of shopping, like buying groceries, are changing, with 68% of respondents saying they would subscribe to a grocery delivery service now.
Preparing for the new normal means that business leaders need to understand the new needs and demands of their customers, and adapt to suit them:
Customer Experience and the New Normal
No organisation can side-step the impact of an event as big as a global pandemic. The priorities of customers have changed on a granular level, and the way that you can interact with clients is evolving too. Companies will need to redefine what excellent service should look like in the new environment and determine what tools and resources they need to deliver those experiences. Some of the biggest changes to consider include:
- The rise of remote working: Agents for sales and customer service will be working more consistently from home. Business leaders will need to ensure that they can deliver the same contextual experiences wherever they are. This could mean training them in everything from using CRM tools, to hosting virtual demos
- The need for contactless: Customers will continue to avoid any interaction that could put them at risk in the real world. This means that everything from the initial demonstration to provisioning tools will need to take place off-site. Companies must ensure that they have the right no-touch solutions in place
- Empathy and emotion are key: Customers want to see that companies understand their issues and know how to overcome common problems. You’ll need to get to know the things that matter most to your audience, which means re-examining the buyer journey and exploring every potential touchpoint
- A need for flexibility: Companies will need to find new ways of delivering flexible experiences to customers. For some, this will mean being able to change and adapt in-person services to things that customers can access online. For instance, in-person training could make way for webinars
- Employee care: Satisfied and supported team members deliver better customer service, companies will need to be aware of the needs of their employees, all the way from tools that keep them secure on the move, to access to better online services
Adapting to the New Normal
For organisations in the current landscape, adapting to the new normal will be a process that takes time and careful consideration. Businesses will need to listen to the feedback of customers and employees alike to ensure they’re implementing the right tools and services. At the same time, they’ll need to be constantly prepared for changes in trends, and new demands on things like security and innovation. This will be a time of transformation for all of us.
