A Changing World 

Surviving the deep recessions of the 70s, 80s and 90s was difficult, but the problems encountered then seem inconsequential compared with the issues businesses have been facing recently. Quite simply, the onset of COVID-19 has changed commerce across the world, and almost overnight businesses have been forced to learn new ways of working and acclimatise to a dramatic change in the behaviour and attitudes of customers. 

With a speed of change in customer demands too rapid to be called evolution, a prerequisite for businesses is to recognise what their customers look like now and adapt at the same pace to emerge successful in the new CX world.  This is particularly important given that the pandemic has exposed customers to the ease with which they can switch from one provider to another: more than 75% of consumers have recently tried new brands (McKinsey).  

Customers: A New Set Of Needs? 

While some believe that customer expectations are unrecognisable compared to what they were only a few months ago, it is perhaps more realistic to say that there has been a change of emphasis. 

Pre-pandemic, the needs of an organisation’s most valuable asset had really not radically changed for many years, seeking an experience that is: 

• simple: the more joined up, consistent and easier to do business with a company is, the better the experience 
• personal: customers dislike feeling like a number; they want to be recognised as an individual, with their own set of circumstances 
• time efficient: businesses seen as saving customers time are more highly regarded than those seen as wasting it 
• trustworthy: keeping promises, having a customer’s best interests at heart, and genuinely listening will put an organisation in pole-position to enjoy more profitable and long-lasting customer relationships.  

There is little evidence that these elements have fundamentally changed since the start of the pandemic. 

Simplicity and time-saving still form the bedrock of an experience that keeps customers coming back. What has shifted in these turbulent times is the degree to which trust now drives consumer behaviour, and just how much receiving an individual and personal experience underpins this. 

Building Genuine Trust Through Personalisation 

Facing anxious and uncertain times, customers crave a much more personal experience than before, one that recognises their concerns and goes the extra mile to support them. If it wasn’t before, empathy is now absolutely critical in the delivery of a truly personal experience. 

Quite simply, emotions drive perceptions of an experience, and the more empathetic and personal that experience, the greater the trust engendered. However, sincerity is a must; customers are sensitive to any attempt to capitalise on the situation. 

The isolation forced on customers has led to a dramatic upturn in digital commerce. Customers accept there will be less human contact online, but with many new to this medium there is an expectation that while digital delivery may be emerging as the new norm, access to a human voice is fundamental when problems are encountered. 

Greater personalisation in a time of crisis is a key pillar in the delivery of a better customer experience, as well as being a cornerstone in engendering trust in a business. However, two other aspects complete the picture in terms of building trust and a long-term business relationship: 

First, is the extent to which customers believe a business is putting their personal needs ahead of short-term financial gain. Customers will react favourably to any business they feel genuinely has their best interests at heart.  

The second of these is the extent to which customers believe a business treats its employees with equal concern for their well-being – for many, this can extend to the responsibility the business shows to the wider community. 

Meeting The New Customer Need 

Despite the additional pressure thrust upon businesses, providing an excellent customer experience is just as important now, probably even more so as we move into the new normal. 

How can businesses best position themselves to be ahead of the game? 

1. Listen and Learn 
   Businesses will benefit most by really listening to, and utilising all sources of, customer feedback to understand how customer sentiment is changing - and how quickly. 
   At the same time, ignoring the wealth of insight that staff (especially frontline) possess would be a critical omission in developing a complete picture of the new experience. 
2. Be Agile 
   Customer expectations are changing rapidly as their world moves on, and businesses must have the agility and adaptability to quickly plug emerging gaps in the experience.  
   With the negative impact on revenue so many businesses have suffered, managing costs will be at the forefront of any short-term strategy. Fortunately, this is not incompatible with delivering a better experience if a focus is put on removing inefficiencies – the papercuts that frustrate customers the most and undermine trust. 
3. Recognise the importance of The Employee Experience 
   The past few months have been a time of enormous uncertainty for employees: changes to work processes and procedures, the move to remote working, threats to job security, and personal health concerns have all contributed to feelings of anxiety. 
   Enabling remote working, in some cases permanently, and providing the support employees need to meet the changing needs of customers is only a first step. Also critical will be a business’ understanding of how their employees’ health and wellbeing is affecting them personally, and the honesty and openness with which they address their concerns.