As the dust settles on the COVID-19 shock and recovery is in sight, the ‘New Normal’ is now the reality, and new trends in Customer Experience are emerging.
More than ever, a radical focus on Customer Experience will be the vital ingredient for growth and recovery. Across industries, understanding the customer experience and what drives loyalty in the New Normal is key for brand success.
Resonate’s analysis has demonstrated three key strategies for brand success going into the New Normal. To succeed in the New Normal, brands should build great customer experiences by understanding new customer personas to drive CX, preparing for the shift-to-online to impact CX in a big way, and using customer interaction touchpoints as the secret weapon in the New Normal. Following these strategies with an empowered VoC program will create a roadmap to industry-leading customer success and growth in the New Normal.
Traditional CX is giving way to dynamic customer journeys.
Traditional customer experience is based on people and interactions. The streamlined funnel nature of online services means even well-meaning providers miss opportunities to offer great customer experiences: ignoring low NPS and CSAT scores as part of the online piece. In the New Normal, complacency in this field will result in quick loss of market share as customers look to agile disruptors built for online experience. Customers will expect increasingly customizable brand experiences that allow them to interact with the brand in a way they feel comfortable within unsure environments. The key to transforming CX in the New Normal is empowering frontline staff to intervene at the right points of the customer journey.
Pain and success points are more granular than pre-COVID-19.
Rather than broad make-or-break points of contact, positive experiences in the New Normal will revolve around granular points on the customer journey. In-person customer experience often relies on expert staff to resolve issues and create promoters. They can pick up potential churn before it happens. In online and mixed-channel CX, however, by the time the customer picks up the phone to complain, it’s too late. Salvaging unsatisfied customers over the phone is more difficult and expensive than investing in the right points of the customer journey. Customer success in the New Normal is paved with touchpoints.
Increase Voice of Customer touchpoints to succeed in the New Normal.
The average Resonate client has added two or more additional listening touchpoints during the COVID-19 period. They have increasingly broken the customer journey and funnel down into granular pieces to understand pain points and churn creating issues before they have an adverse effect. Effectively breaking down the customer experiences into discrete touchpoints provides companies with the same benefits that expert customer facing staff do: a deep understanding of points of the customer journey that create raving promoters, and paths to resolving the points that turn customers into detractors. It gives companies the same customer experience power they exercise in-store and creates a roadmap to a unified customer journey across the brand. Touchpoints are the secret weapon for any CX-focused company in the New Normal.