We are going through extraordinary times. The Covid 19 pandemic has been claiming lives around the world, perplexed healthcare systems, stopped global transportation and halted economic activity. We have heroes though. Medics, healthcare workers, farmers and many others working at a range of services are working to make things better for us.
Reducing the crisis down to the context of “customer behavior,” we have seen an unsurprising decrease in customer confidence since the beginning. Many people have been looking for ways to dampen uncertainty and to feel in control. They are turning to nostalgia, rituals, and types of hobbies and purchases that foster a sense of control. On the other hand, they are trying to maintain as much as possible the level of service that they have been receiving from companies. To that effect, many are using online services.
“a better normal” in terms of customer experience
Mobile financial transactions, last-mile delivery of groceries and retail e-commerce have been bright spots for customers recently. Many customers learned about the range of possibilities that digital services offer. As companies promoted their digital offerings, certain segments who used to refrain from using online services tried them. If they are faced with well-designed interactions and clever value propositions on digital channels, they are likely to keep using them. Therefore, companies that manage to provide a seamless experience across channels – which has always been a major challenge- are probable to reap benefits. Those who struggle on that front are recognizing the importance of omnichannel experience and it is the right time for them to intensify their efforts. If companies are able to design meaningful offerings, we are likely to experience a “a better normal” in terms of customer experience.
There is significant value in the way that digital services save customers time and effort. On the other hand, social relationships and human touch are key traits that make us human beings. We naturally act with mimics, gestures and a certain degree of physical contact. Nowadays, many people are looking forward to the day that they socialize as they used to. It is neither possible nor desirable to leave physical relationships completely out of the picture when designing experiences. Now is the time to distinguish between the tasks that can be done efficiently online and those that require face-to-face interactions; and to smartly integrate them.
We tend to see the pandemic process like the evolution of the species. That means, we have to live through the process and use it as a means to become healthier, stronger and better overall. Many of us are still quarantined and puzzled, wondering when we’ll be back to normal and what the new normal will be like. We believe, with the help of our heroes and a clever interpretation of the current crisis, we are going to create a better normal.
THE BETTER NORMAL SERIES
THE BETTER NORMAL #1: “THE BETTER NORMAL” WILL BE CREATED BY US
THE BETTER NORMAL #2: NO WAY OUT!
THE BETTER NORMAL #3: SYSTEMIC CHANGE OR NUDGE FOR THE BETTER NORMAL
THE BETTER NORMAL #4: A Critical Approach To Digital
THE BETTER NORMAL #6: The “Real” Resilience Of Supply Chains
THE BETTER NORMAL #7: Aim For Digital Greatness
THE BETTER NORMAL #8: The Balanced Vision
THE BETTER NORMAL #9: The Better Normal: Operational Excellence
THE BETTER NORMAL #10: DON’T CARRY “COVID-19 IMPACT” TOO FAR
THE BETTER NORMAL #11: WORKPLACE OF THE BETTER NORMAL
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