Customer preferences and needs are constantly changing, driven by changes in technology, and evolutions in the marketplace. It’s no surprise that COVID-19, one of the most significant global events in recent history, has had a huge impact on the way customers interact with companies.
The pandemic had an incredible impact on our world. Retailers suddenly had to shut their doors; brands had to change the way they went to market almost overnight. Suddenly, everything was socially distanced, contactless, and digital.
For a time, some business leaders believed that the changes to the marketplace would be temporary. However, as the panic began to subside, and lockdown restrictions eased, we learned that the world was irrevocably altered by the pandemic. Customer demands have changed, and it’s time for businesses to get to know their clients again.
Understanding the Post-Pandemic Customer
Some of the most significant changes created by COVID-19 centred around the rapid transition to the online world. 96% of the UK population shifted online, and the eCommerce market exploded. To avoid spreading the virus, consumers became more concerned about contactless interactions and minimising human interaction.
Consumers began responding to the crisis in a variety of ways, some panic-buying home essentials and hygiene products, others looking for additional support from companies. Overall, a vast majority of customers shifted to shopping almost entirely online, with kerbside pickups and deliveries that minimise the connections between people.
For stores running a physical location, the demand is for efficiency, speed and safety. People just want to get their products and get out, making contactless payments and self-services more valuable than ever. Companies that want to be able to serve their clients in this new world need to ensure that essential items are always in stock, and consumers can get answers to questions fast.
Are You Ready for the New Customer?
COVID-19 has pushed the world into a new environment, where everyone is consistently uncertain, nervous, and increasingly demanding. Customers can’t afford to take any risks with companies when their health is on the line. It’s never been more essential for business leaders to ensure that they’re building trust with their target audience.
Going forward, the most essential demands of the consumer that companies need to address will likely split into three segments:
- Digital: Customers still want to engage with companies, but in a safe digital format. Companies will need to offer more contactless purchasing options, virtual demos, and online interactions to support clients
- Safety: Organisations will need to build safety and peace of mind into the customer experience. This includes helping customers solve problems from a distance without the need for a technician to visit the site and contactless deliveries
- Data and analytics: Businesses will need to be more proactive and agile to adapt to the still changing consumer environment. We’re still discovering what the new normal is going to look like. A flexible approach will be the only way to survive
The COVID-19 pandemic has changed everything we thought we knew about customer service and support. Are you sure you still understand the demands of your audience?
