Adapting Customer Experience in the Time of Coronavirus - Millie Tan

I recently read an article published by McKinsey & Company, Adapting Customer Experience in the Time of Coronavirus, by Rachel Diebner, Elizabeth Silliman, Kelly Ungerman, and Maxence Vancauwenberghe. As a believer in creating customer-centric cultures for organizations, the key messages of this article resonated with me.

The pandemic has altered how we interact with customers, the methods we use to gain new customers, and how we retain existing customers. With this whirlwind of changes, it is only obvious that the customer experience itself needs to adapt to our new environment. Just marketing is no longer enough — building a satisfied and loyal customer base is necessary. Constructing and implementing a well-thought-out customer experience (CX) plan is one of the most effective ways of ensuring life-long, happy customers.

The article focuses on the importance and implications of customer experience, four practices, in particular, that can build resilience, and prepare customer-forward companies for success in the days after coronavirus.

  1. Focusing on care and concern

This includes staying authentic toward the company values, reaching out with genuine care and support instead of old marketing tactics, and finally, making people the top priority. People include all stakeholders — not just colleagues and customers.

2. Meeting your customers where they are

Given the contagious nature of the pandemic and the need for social distancing — contactless delivery and allowing customers to experience your product/service from the comfort of their home is extremely important.

3. Reimagining the post-pandemic world

Due to the ongoing and aggressive nature of the pandemic, most organizations will face financial struggles during, and long after the COVID crisis. To address this, cost cuts are needed. Migrating to digital channels can be the best way to do this.

4. Building agile capabilities for fluid times

Leveraging social media, digital marketing, and technological advances are the best way to thrive during, and after the pandemic. This also involves investing in long-term infrastructure needs.

You can read the original article here.




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