With millions of consumers forced to stay at home because of the Covid-19 pandemic, more commercial activity than ever is shifting online. This means brands must pay more attention to the quality of their digital and online customer experience in order to succeed.
In a McKinsey & Company report, the authors write that the pandemic has transformed the way that consumers engage with brands, and those changes won’t go away once the virus is no longer a threat:
The Online Customer Experience
By using big data analysis of transactions and consumer preferences to generate insights, companies can fine-tune and personalize the online customer experience in ways that enhance consumer loyalty. This requires mapping out the entire customer journey, followed by addressing any pain points and glitches that cause stress and friction for consumers.
Businesses must also consider how to make the customer experience meaningful and positive in this time of crisis. Rick Parrish of Forrester writes that companies have to carefully consider the tone of all their interactions with customers to avoid going off-key in an emotionally taxing environment:
Improving the online customer experience doesn’t just provide a one-time increase in sales. It can make all the difference in retention and brand loyalty. The smartest brands will consider this as they plan for the post-pandemic reality.
Our core values focus on relationship-building and trust. Those guiding principles have not and will not change during this time. So many companies are striving to preserve consumer trust, and we are supporting them in that mission.