CX in Times of Pandemic

Most of us believe that our purchasing decisions are made in a completely rational manner. The vast majority of them, however, are subconsciously dictated by our moods. Many global studies confirm that emotions are the most important factor influencing the creation of customer experience architecture and the perception of a brand.

An equally important aspect is high-level service. So how can we use the time of the pandemic to satisfy the customer's emotional needs related to Customer Experience? Let's start with our employees.

Emotions drive loyalty

A professional company that cares about customer experience knows how important its customers' emotions are. Nowadays, vying for customers is based more and more on influencing their feelings and their level of emotional satisfaction. With enormous competition in almost every industry, it is precisely these issues that become key to winning a loyal customer. It is remarkable that such important aspects as price, product features or availability often take a back seat, giving way to the approach to the customer. Experienced marketers know that a customer fed with positive shopping emotions will be loyal and more willing to return in the future. Even the best-priced or extremely functional offer will not persuade someone to buy if it somehow evokes negative emotions in the customer (e.g. incompetent service). Strong competition in most markets has made consumers, when receiving standard products or services, expect something more from a brand, something exceptional, e.g. a relationship based on positive emotions.

- Why is customer experience becoming even more important? Because, in fact, during the pandemic, contact between brands and consumers has become even more important. The possibilities of establishing physical interaction with a company's employees have been severely limited, and contact has moved to other channels that customers use according to their own preferences. To stay afloat, this requires extraordinary flexibility and creativity from brands – says Aleksandra Potrykus – Wincza from Mood Media, a company specialising in customer experience and sensory marketing.

The pandemic changes contact with the customer

Research carried out by Sitel Group showed that as many as 79.1% of consumers believe that the best help in terms of customer service during the pandemic can be provided by company representatives (through various forms of online contact or by phone). Only 13.5% see it in more digital solutions such as chatbots. More than half of customers worldwide (63%) revealed during the pandemic that they had spoken with a company's customer service department. This is proof that, despite rapid technological development, more traditional contact with another human being is still in first place. This is particularly important when it comes to building a positive customer experience in this exceptional period.

Meanwhile, according to the "Experience is everything" report prepared by PwC, as many as 32% of consumers declare that even a single negative experience can prompt them to give up a brand's services, even if cooperation had been very good until then. 73% of respondents, on the other hand, say that personal experiences are one of the most important factors they take into account during subsequent purchases. These numbers show how fragile previously built Customer Experience capital can turn out to be in the face of even one major mishap.

Return to stores and concerns

According to a global Mood Media study on consumer moods around the world, however, 71% of consumers say they are beginning to feel comfortable returning to brick-and-mortar stores after authorities ease restrictions. Indeed, 67% of shoppers worldwide say they have returned to so-called pleasure shopping. In the USA this figure drops to 60%, and in the UK to just 50%. Chinese consumers, who have the longest-lasting experience of pandemic realities and a slow return to normality, seem to feel the most comfortable in this regard – 81% declare pleasure shopping in brick-and-mortar stores.

However, customers returning to brick-and-mortar stores does not mean they have stopped feeling anxious. While 80% of consumers worldwide feel safe thanks to the new precautionary measures they see in stores, 49% of consumers worldwide – and 60% of consumers in the USA – still fear contracting the virus while shopping. In addition, 65% of American consumers who have decided to go shopping since the pandemic began describe the customer experience as "not the same anymore," and 23% will rather try to avoid stores in the near future.

So what should companies do? First of all, focus on people – contact with another human being in the current situation is particularly important for consumers. Brands should also focus on ensuring the security of customer data, as well as even greater personalisation. Companies should already begin work on implementing comprehensive solutions that will transfer real customer experiences into the virtual world. All of this with care for the best possible customer experience, putting people first.

But do the employees of our organisation know what customer experience really is? To find out, it is worth analysing the following issues:

• Does our organisation know that it should put employee experiences first, then customers, and only later – shareholders?
• Let's talk with employees in an open and transparent way, let's be empathetic
• Let's not focus on acquiring new customers while neglecting existing ones – let's build their loyalty
• Do we even listen to our customers? Or maybe we listen, but do not react to their opinions?
• Let's try to make decisions based on what is best for customers (in the long run, our brand will benefit from it)
• Do we really systematically train our employees and invest in their education on good customer service?
• Let's analyse the purchasing process also from the customer's point of view, not just the seller's
• Does management pass on the brand's values as well as the company's mission and vision to employees, and consequently – can they pass it on to our customers?
• Let's take the time to learn to understand our customers, and in particular their needs (we will not achieve success without this knowledge)
• Is the board perhaps focusing more on shareholder value while not treating its employees as a priority?
• At internal meetings, it is not worth talking only about results. Non-financial indicators, soft skills and non-measurable business aspects are sometimes more important
• Let's hire only competent employees and celebrate their successes with them

The employee is the foundation of CX

It is the entire team in the company that is responsible for designing customer experiences. Put plainly, a satisfied employee will take proper care of the customer, which in the long run will help drive the company's results. Everyone in the organisation should therefore focus on this single goal, and every decision should lead to it.

- What does the coronavirus pandemic change in the context of communication with the customer? First of all, a holistic approach to customer experience is now needed even more. At the same time, in addition to professionalism and expert knowledge, soft skills are even more important, enabling better and more direct contact with the customer. Leaders in organisations should instil an affirmative approach in their team, in the atmosphere they create and in themselves. One should think about specific actions that can be taken to evoke positive emotions in customers and staff in this difficult time. Such an approach will certainly prove to be an extremely valuable investment that will pay off in the future as well – adds Aleksandra Potrykus – Wincza from Mood Media Poland.

Summary

During the pandemic, customer experience is based on emotions and contact with another human being. Sitel Group research shows that 79.1% of consumers value the help of company representatives, and 63% spoke with customer service during this period. At the same time, the PwC report reveals that 32% of customers will end cooperation after a single negative experience, which highlights the fragility of the CX capital built up.

Expert Aleksandra Potrykus – Wincza from Mood Media draws attention to the growing importance of soft skills and empathy in communication. The return to brick-and-mortar stores, declared by 71% of consumers, goes hand in hand with concerns about safety – this applies to 49% of respondents worldwide. The foundation of effective CX remains a satisfied employee who builds positive customer experiences.