2020 changed the customer journey forever. Though the shift to digital has been evident in eCommerce and mobile shopping for some time now, digital experiences are rapidly overtaking in-person interactions. When the pandemic struck, people had to switch away from traditional shopping practices to stay safe suddenly. Even when restrictions soften, these trends may remain.
Research from Sinch recently revealed some interesting insights into the future of consumer journeys. According to the report, around 52% of people going forward will avoid unnecessary travel. 58% of people say they’ll stay away from crowds when the pandemic diminishes, and 46% won’t spend as much time in physical stores.
The last year has offered customers an excellent opportunity to discover the benefits of digital shopping and contactless transactions. Though the “physical” CX strategy within stores may be relevant for some brands, it’s digital CX that we all need to focus more heavily on.
Adapting to Customer Preferences
In the future of consumerism, companies will need to ensure they’re aware of how their customers’ shopping preferences have changed. For instance, it’s unlikely that shoppers will be keen to try makeup products from shared samples or try food samples when in a store. In the physical world, contactless payments, hygiene, and distancing will be just as crucial as ever.
In the digital world, customers will be looking for a safe way to replicate the experiences they need to make better buying decisions. Now more than ever, your customers need extra guidance, information, and support to help them determine what they need to buy, without talking to anyone in-person.
This could mean that websites now come with their own proactive customer service bot, which offers responses to commonly asked questions as soon as a client visits a page. It could also mean offering more information about where products have come from, and what they look like. 360-degree photos where you can see an item from all angles are growing increasingly common.
The digitization of the customer will also ensure that companies need to meet their clients where they are. This means not only being available online but being ready to offer guidance and support on multiple channels. Video interactions and demos with clients will replace in-person conversations. Virtual onboarding experiences and chat messaging will create deeper relationships with customers.
Reimagining Customer Experience
When the COVID crisis does eventually come to an end, companies will need to ensure they have the right strategy in mind for both physical and digital experiences. In the physical world, this will mean making sure that customers feel safe whenever and wherever they interact with your brand. Contactless payments and self-service will be essential.
In the digital world, reimagine customer experiences will be about discovering what your audience needs to make better decisions. AR apps where your clients can try on makeup without using the same product as another customer could be a great investment. AI and guided marketing strategies could help customers to find products specifically tailored to them.
Are you ready for the new age of CX?
