ONR: Businesses Pivoting on COVID-19 Learnings

The study looks into how the commercial relationships between consumers and businesses will evolve post-COVID-19

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ONR: Businesses Pivoting on COVID-19 Learnings
Loyalty ManagementInsights

Published: August 24, 2021

William Smith

CX consulting firm ONR has released new data on the ways customers and businesses have transformed their behaviour based on their experiences in the ongoing COVID-19 pandemic. 

The study looks into how the commercial relationships between consumers and businesses will evolve post-COVID-19, with ONR expecting loyalty to be of increased significance as customers seek out brands they can trust. On the business side, companies will invest in custom customer facing solutions in order to cater to new needs in the customer journey. 

“There is no denying the systemic changes and reset in consumer behaviours and business operations that have developed during the pandemic,” said ONR CEO Jason Ten-Pow. “One of the key questions to answer is how business will adapt to these seismic shifts.” 

Pointing to consumer uncertainty due to the emergence of the Delta Variant, ONR said businesses were focusing on health and wellness in the service experience – a trend which it expected to persist. It forecast that understanding what trends would continue post-pandemic would be a continuing challenger for companies. 

Among the other findings were that: 

  • 8 in 10 of “top business executives” believe that post-COVID-19 business success will be primarily determined by customer experience. 
  • Only 1 in 10 of the top business executives believe that everyone in their company understands their role in delivering a positive customer experience, however 
  • Brands are embracing empathy and human connections as consumer loyalty takes on a new significance 
  • CX is seen as a pillar of growth, as evidenced by McDonalds’ creation of a new CX team focused on the customer experience and the installation of a chief customer officer 

“The data that we have gleaned post-COVID-19 provides a clear roadmap – companies that understand how to both follow and lead the desires and actions of today’s consumer will derive great benefits,” said Jason Ten-Pow. 

 

 

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