Originally Posted on LinkedIn
In these unprecedented times, shouldn’t we, as CX professionals, guide our companies to serve our customers in a new way? Yes and no…
As I sit in my (very tiny) apartment in San Francisco under a shelter-in-place order, it is hard to think of business as usual. However, when it comes to serving our customers, it is more important than ever to get the basics right- although, maybe the way we approach the “basics” has changed.
What do I mean? For me, I always turn to Forrester’s “three E’s”: effectiveness, ease and emotion. Typically, we start with making sure our product works and customers can use it- or get support- in an effortless way. Only once we have gotten that down, do we take the leap into fostering an emotional connection. In today’s climate, this needs to be turned on its head. All three still matter, but companies who are doing this right, are starting with emotional needs, rather than focusing on day-to-day functions and rethinking how to effectively serve their customers.
Who will win in the long run? Companies who show the most empathy for their customers by innovating in an agile way.
This has been exemplified at the local level as small businesses are fighting to stay afloat. When your product is based on human interaction (e.g., restaurants, gyms, bars), it seems like current measures would mean game over, but they are finding new ways to serve their customers. For example, restaurants in San Francisco are not only offering takeout and delivery, but also packages of ingredients with printed recipes. (Not sure if you have seen the lines at your local grocery store lately…) At one restaurant, this comes with a roll of toilet paper and a bottle of hand sanitizer. Now that is one business that is really in tune with its customers’ needs! In addition, my local gym is streaming classes for a discounted rate- keeping their instructors employed and customers’ endorphins up.
Larger companies have a different set of challenges. Many are actively choosing to take short-term losses by supporting their customers in meaningful ways. For B2B companies who serve small businesses, this becomes even more important as their customers could go out of business if they don’t (See: Grubhub). Meanwhile, large B2C companies are protecting their brand image for the future (e.g., airlines).
Finally business leaders are recognizing the need of what we have been touting all along- to truly have loyal customers resulting in long-term growth, we need to walk in their shoes and serve their needs in the moment. Even if that comes with short-term losses. Hopefully, this sentiment doesn’t change as we see better times- which will hopefully come sooner rather than later.