There is an emotional aspect linked to every relationship, which also holds true for the connection between people and brands. Customers focus on how a business treats them, more so during a pandemic. Customer experience management plays an even more important role now.
The dramatic spread of COVID-19 has disrupted lives, communities, businesses, and national economies on a massive scale all over the world. And, particularly in times of crisis, customer experiences of interaction with a company can have an immediate effect on their loyalty and sense of trust. They want their needs to be taken care of with empathy, and concern. This is the right time for the companies to adopt the right strategy and position themselves as a CX leader as there will be a long-term effect on the customers.
Digital-led customer experiences will continue to grow in popularity post-crisis. But companies need to act quickly and innovate their delivery model by adding a human touch to customer experience management strategies to succeed. They’ll have to redesign journeys that matter to customers.
The crisis will have a long-lasting impact on the state of the customer and what they consider to be classified as a good customer experience. What, where, and how much they buy is shifting at an unprecedented pace. Consumer spending on non-essential products and services has reduced drastically. Instead of experimenting with new products, they will choose their trusted brands.
When life fully adjusts to (the new) normal, people will still worry about getting sick from everyday activities that they took for granted in the past. People will think twice before visiting salons, eating at restaurants and many other day-to-day activities due to the strain COVID has caused in daily life. Consumers will prefer purchasing online rather than visiting stores to stay safe.
To know how important it is to have sound customer engagement for e-Commerce businesses and those that have moved online, read more here.
During a crisis, an act of kindness has a major impact on people. They’ll remember who helped them in times of need. Genuine care, transparency, and credibility are qualities that now matter most to today’s customers. And building customer experiences on the basis of these will be the game-changer.
Your business’s relationship with customers is not built overnight. It is nourished by the experiences that the consumers go through along different channels in their journey. These experiences must satisfy their expectations, which will lead to a sense of trust and loyalty.
If your most important stakeholder is a human being, you need to understand that the definition of customer experience has changed as they are craving for comfort and connection in this situation.
There is a need for brand action to help address the challenges posed by the pandemic. They have to protect their employees and also shift their products and pricing to create a sense of community. According to a survey conducted by Edelman, 71% of customers agree that if in the current situation, a brand is putting profit over people, then they’ll lose trust in the brand forever.
So, in this situation, instead of focusing on increasing the market share and profits, the focus should be providing the customers the support and the comfort they are looking for.
Customers care about accurate and quick information. And customer mindset has developed to value emotional connection even more so in these uncertain times. Best prices and a great marketing campaign might not have the same effect when compared to emotional intelligence and care in the time of crisis and post-crisis.
Instead of selling their product, businesses have to reach out to customers to help them, prioritize their convenience and comfort to provide the best solutions.
There are different channels through which B2C companies encounter customers: physical, digital, and telephonic. Till now, there have been efforts put to maximize digital presence to make the experiences simple for a customer. But now, human interactions have to be embedded wherever possible as a customer seeks a human touch to establish trust.
A 2018 report by PwC showed that 59% of global consumers felt that companies had lost touch with the human element of customer experience, and 75% of the customers preferred to interact with a human versus than with an automated machine.
This survey was conducted way before the crisis. And now, people are craving for a human touch more so. As consumers try to adjust to the new normal where buying, selling, and consulting would be more or less online, stong customer experience solutions are needed. To retain and maximize engagement, solutions to cater to customer lifecycles are the need of the hour.
The definition of customer experience has taken a new dimension due to the crisis. Companies who care and innovate during the crisis and keep a continuous track of the changing habits of the customers will help them build strong relationships that will endure for the long-term.
Maxicus, as an outsourcing partner for brands across industries, has built solutions to make customer lives simpler. With expertise in CX solutions along with a strong background in customer engagement, Maxicus co-creates business models to ease specific pain points. From Customer Lifecycle Management to Revenue Growth & Lead Generation – leading brands have trusted Maxicus to cater to their customers.
To find out more about how we can help your business navigate through the new normal, reach out to us.