Everything's Changed: How to Rethink Your CX Strategy
June 1, 2020
You’ve changed. So have your customers. Now you must re-evaluate your customer experience strategy
There’s no doubt your company has been faced with massive changes. Your life, and the lives of your customers and your employees have been flipped upside down. As we emerge from this crisis, honing your ability to empathize with customers and employees is critical.
No one knows exactly which changes will be permanent, but we can already see that customers’ attitudes have changed about how they engage with brands. As a result, your customer experience (CX) strategy will likely need to change as well. Each week, the world is changing, and business simply isn’t “business as usual”. To navigate your way through this time, you will need to lean into what people are doing (right now), what they plan to do, and how they plan to do it.
Rituals foster a sense of belonging
Conversations have shifted. People are talking more on social media about what is happening in their daily lives. Twitter recently reported there was a 164% increase in conversations about cleaning. They found people’s cleaning rituals help give them a sense of control and security. What does that mean for you, as a business? Connect with your customers and employees over daily rituals and habits to create a sense of community. Think about how you can make your content and conversations connect –whether it’s incorporating recipes, cleaning, celebrations, or thoughts about how to design a more functional at home workspace.
Employee Experience Matters to Customers
Your employees are on the front lines. Their mental state and ability to do their job under these new conditions will have a profound effect on your customer experience. Evaluate the state of your employees and your ability to deliver an experience that will meet customers’ expectations during this time. How are they holding up? Do you have a clear plan for their health and safety? Do they have the resources they need to do their jobs and support your customers’ needs during this time? You need to communicate often and thoughtfully to your employees.
Reinforce your Purpose
Take some time to evaluate what your customer base needs and how you can help. Many brands may feel a lot of pressure to do something! However, doing the wrong thing at this time could be more damaging to your customer relationships than doing nothing. This is the time to reinforce your purpose as a company and dig deep to figure out how you can help. A great example is our client, Sagamore Spirit, creating hand sanitizers for front line workers and food establishments. Another great example of this is Lego’s campaign: Let’s Build Together. They reinforced the purpose of their product by creating instructional sheets to help working parents connect with their children.
Numbers don’t lie
Take a look at your data. How are your customers engaging with your brand during this time? Have you seen an increase or decrease in business? A decrease in business may be unavoidable, but you may notice that your customers continue to engage with some of your touchpoints regardless. You may even see some of those metrics increase as customers make plans or wishes for the future. This data will help you understand what is still working within your customer experience strategy.
It’s important to understand how people are thinking about your products and services before you start making changes to your customer touchpoints and communications. Then you must evaluate the opportunities on how they can easily purchase those products or services. For example, a recent survey showed more than half (55%) of consumers say they’re purchasing from online retailers they’ve never shopped with before, and many are buying a broader range of products.
Digging deeper, consumer attitudes about what activities they will engage in are changing drastically, and your brand is likely not immune to these changing mindsets, so get ahead of it and plan accordingly.
Adjust Your Strategy
Now it’s time to rethink your customer strategy. Do the changes to your customer behaviors or needs necessitate updated or new solutions or communications? Do your employees need new tools to help themselves be more efficient or to serve a new type of customer? Determine what touchpoints, you need to rethink.
- Address Change: Are there easy ways to address the changes using existing messaging or solutions? If not, highlight these as areas of opportunity for ideation. For instance, if all the images on your website show people in close proximity to one another, could that make your customers feel uncomfortable? Are you showing how you are practicing proper health and safety protocols?
- Alleviate Customer Doubts: Don’t give your customers reasons to misconstrue your intentions or sensitivity to their situation and anxieties.
- Evaluate Personas: Although your core product and services may not change during this time, I’ll bet you’ll find that personas and communication touchpoints will need to be updated. For example: if you have a robust online business, you may find that you have new types of customers that have never found you before. If you are a brand with physical locations, you’re likely experiencing drastic changes to your customer journeys as a result of social distancing.
By realigning your strategy your employees have the tools that they need to engage with your customers, and you will be even more confident in how you are speaking to your ideal market.
Now, let’s get back to business together. Need more assistance? Sign up for our email for more insights or book a free 30-minute planning session (no strings attached) with one of our experts to discuss any marketing, technology, or digital media questions you have.