Being a customer-centric business means demonstrating an understanding of what your customer wants and needs. The thing is, the COVID-19 pandemic has seriously changed the way people shop and consume — what was customer-centric six months ago may not hold up today. Rather than going back to business as usual, we need to consider that this is the new business as usual. That means it’s time to listen and process how your customers’ lives have changed and adapt accordingly.
There’s no going back, so embrace the new normal
The corona crisis is showing no signs of letting up, but even if it ended tomorrow, that wouldn’t change the effect it’s had on the way the world does business. With millions out of work and millions more facing a serious health crisis, customers are re-examining what they really need in life and cutting back on indulgences. Beyond that, businesses are now held to a greater standard of accountability, particularly for health and hygiene practices.
So, what can you do? Accept the new normal and proactively shift your business practices. For example, apparel retailers will have to deal with the reality that fewer people want to try on clothes in physical stores. The new normal will look different for every business and brand. It’s up to you to decide what your next steps are, but whatever you do, don’t look back.
Transparency is more important than ever
In times of crisis, brands need to be able to communicate honestly and empathetically with customers, which is why transparency is so vital in a post-corona world. This ties into embracing your new normal, because if your brand wasn’t regularly engaging with customers before, that’s got to change. Take advantage of all the tools at your disposal, especially social media, and use them as an opportunity to reach your customers. Let them know how you’re adapting to the new world order and what you’re doing to help.
For inspiration, look to apparel brand Uniqlo, which made policy and shipping changes clear and easy to find at the start of the outbreak. Other companies are sharing updates from sheltering-at-home employees and execs that include rare looks at their own work-from-home setups.
There’s no getting around it: Transparency is how you gain trust, which is more important than ever in our current reality.
Acknowledge your customers’ circumstances
For a lot of people, the new normal involves a great deal of stress and few resources with which to deal with our current period of uncertainty. Fear and grief are running rampant. It would be best to acknowledge the heightened emotions in your community and find ways to work with your customers through this difficult time.
That means now is the time for discounts and special promotions that acknowledge your customers’ circumstances. For example, Sephora introduced a no-interest installation payment system that allows customers to treat themselves without making a big, indulgent purchase upfront. Electronics retailer Best Buy is also serving up deep discounts, in some cases offering hundreds of dollars off on products that make working from home more fun.
Right now, being customer-centric is about being genuine. This isn’t some temporary marketing gimmick to weather the storm; this is the new reality. Customer expectations have shifted, probably permanently, and businesses must shift with them or they might just get left behind.
