- September 13, 2020
- Posted by: Morgan Ayres
- Category: Cafe, Restaurant, Retail
How to Meet and Exceed your Customers’ ‘New Normal’ Expectations
Engaging customers has been one of the biggest challenges for businesses during the COVID-19 pandemic. But there is hope on the horizon for organizations that use this challenge as an opportunity to better understand who their customers are and what they want.
With many workers in BC still working from home and some groups still fully isolating, the ‘normal’ way of doing business has changed. Businesses must engage with customers still at home — and, more vitally, reengage with customers as stay-at-home orders lift. Customers may also be seeking to reduce spending as they anticipate tougher times ahead.
How can companies bring their customers back in an environment with so many uncertainties?
While optimistic leaders may believe that the coronavirus disruption will soon be just a memory, Gallup is uncovering that it could have long-lasting effects on consumer behaviors. People may buy differently.
To read more, connect to our blog post below.
The organizations that will thrive moving forward are those that have the foresight to use what they know about their customers to plan for the future. Those that stay connected and collaborate with other industry professionals to check and adjust regularly to meet customers needs and comfort level, will be most likely to survive and thrive.
Organizations that change nothing will struggle!
How to Realign Your Products and Services With Consumer Expectations
You must adapt to meet customers where they are at, and connect with customers by delivering what they want in this new normal. Partnering with a consulting firm can help you pivot and adapt with expert advice.
To strengthen your customer engagement, you must seek to genuinely understand what is driving your customers current purchasing decisions. When leaders uncover how their customers’ needs have shifted, they can refocus their marketing efforts to reflect the changing environment.
Here are five best practices to understand your customers and stand out in your market:
- Gather the data. Understand the products and services that your customers want to buy right now — and why. The right balance of quantitative and qualitative research is critical. Asking your customers the right questions and observing their behaviors will provide you with in-depth qualitative research. To be effective, leaders should shift from having more data to having the right information.
- Determine your differentiation. Identify the variables that influence when and how your customers are making purchase decisions. Group customers according to like characteristics, preferences, needs or behaviors — and individualize your approach to each group. What is your competitive advantage for each group?
- Understand the role of emotions. On average research finds that customers make 70% of their purchase decisions based on emotions. Uncovering the emotional components that drive your customers to purchase your products and services will help you prioritize your marketing efforts.
- Identify your most valuable customers. Knowing which customers have a strong correlation to your growth and profitability can help you efficiently allocate scarce resources to the most profitable, growth-positioned customer segments.
- Develop a go-to-market strategy. Use the right customer channels. And tailor your communication to the value proposition that’s most relevant to each customer segment.
The Bottom Line
The companies that can adapt and create a world-class customer experience will emerge much stronger on the other side of the current — and any – crisis. Ensure you are connecting with the right community and potential customers to draw them in and value your brand as a repeat guest.