Most businesses hoped COVID-19 could be resolved in a few months, but it’s clear that we’re in this for the long haul. In response, brands both large and small are adjusting their retention strategies to account for our new normal. If the path forward seems unclear, remember to keep the following principles in mind:
Start with emotional engagement
While the circumstances of COVID-19 are extreme, practices that drive customer retention remain the same. It doesn’t matter whether you manage a retail store that’s navigating lockdown or an E-commerce brand – your goal is to keep users emotionally engaged so that you’re top of mind for their needs. Whatever “business-as-usual” looks like after coronavirus, that engagement will ultimately bring customers back for more.
Emotional engagement doesn’t mean offering hollow reassurances from a CEO while pretending everything’s normal – it’s about showing your brand is trustworthy. According to Gallup research, brands that deliver what they promise and help customers feel appreciated earn a 23% premium in revenue and relationship growth compared to other brands. That emotional connection gives brands some leeway if they can’t fulfill pre-coronavirus demand because customers still trust that you’re doing your best.
So, what can be done to cultivate engagement in 2020, when everyone feels rightly on edge? The answer will vary by brand, but a great first step is in the following principle.
Prioritize customer safety
Successful businesses find some way to address customer needs, and during a pandemic, safety is an immediate priority. As marketers, your objective is to communicate what your brand is doing to protect customers and limit exposure to COVID-19.
As a first step, create a coronavirus operations plan for your organization. This plan should address any potential health risks to customers and employees and include solutions for addressing them. If possible, make this plan a public document that customers can review.
From there, it’s far easier to focus on specific actions that reduce risk for your business. Physical storefronts looking to reopen after weeks or months of lockdown will need to adopt new safety policies:
- Employees should wear face masks and disposable gloves, especially when interacting with customers.
- Implement and promote contactless payment solutions, such as tap-based debit or smartphone transactions.
- Limit the number of customers in your store at any given time and implement social distancing measures for line-ups.
- Shopper and employee temperature checks are sometimes implemented, too.
Be sure to check the coronavirus safety measures to be taken in your local district for further guidance and support.
Find ways to go digital
It’s no longer practical for many businesses to offer the level of in-person service with which customers were familiar. Instead, many brands are responding by pivoting to digital alternatives. Even doctors are turning to telemedicine solutions to meet with patients and discuss treatment options.
Not all businesses can transition to digital meetings from in-person interactions, but you might have more opportunities than you first suspect. A prime example is hair salons, which now offer video sessions to walk clients through DIY appointments. It’s always good to conduct an audit of services to see what services can transition to remote settings. If nothing else, you might consider hosting webinars or instructional videos that sustain and expand your social media reach.
COVID-19 is a long-term problem that will require long-term solutions, so brands must put the effort in to adapt. The good news is that retention during coronavirus isn’t so different from the beginning of 2020 — it requires engaging with customers, prioritizing their needs, and finding ways to be accessible. If you can follow these principals, your retention strategy will be in the right place moving forward.
