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Customers on Your Side
COVID-19 has changed the way customers engage with businesses – with more cashless payments, online orders, home delivery, and new products and services. The new customer has different wants and needs, and the organisations that succeed understand the five key trends shaping the new customer. When you get customers on your side, you understand the new customer journey, discover how to solve the problems that really matter, and stay ahead of the game in a fast-changing world.
This short self-assessment tool will identify your strengths and potential weaknesses in the way you deal with the post-pandemic customer.
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We have an active community of customers who help each other
For example, the Anova sous vide cooker website has an online community for customers to share their recipes with each other.
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We release products early to a few key customers to get their feedback
Many organisations run a pilot project or a "soft launch" with a few selected (or random) customers before a full product release.
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We ask customers for design ideas, and incorporate those ideas into our products
For example, when Etihad Airways was designing their new A380 service, they asked consumers for ideas, and incorporated 80% of those ideas in the aircraft’s design.
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We ask customers to invite friends to share in their loyalty experiences
For example, a financial services firm offers a quarterly market update webinar for clients, and gives each client two "free tickets" to invite friends.
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We engage with customers in the ways that suit them, not only ways that suit us
For example, many customers (especially younger customers) expect fast and convenient interaction through mobile devices, apps, and social media - rather than phone calls, meetings, call centres, and endless paperwork.
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Agree
Strongly Agree
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We know exactly what problems we're solving for our customers (and solve them!)
For example, a fast-food restaurant might be providing a quick take-away meal to satisfy hunger, but a fine dining restaurant is providing an entertainment experience as well as food and drink.
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We provide high-quality loyalty experiences to customers
For example, airlines use frequent flyer programs with different tiers to provide better experiences to regular customers.
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We know how the customer's journey has changed, and adapt our organisation to match
For example, Netflix started as a mail-order DVD rental service. When fast Internet broadband became widely available to customers, Netflix abandoned their DVD rental service and transformed to downloads and streaming.
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Disagree
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Strongly Agree
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We ask customers for their biggest pain points when engaging with us (and eliminate or reduce them!)
For example, when the Boston Symphony Orchestra surveyed first-time concert-goers why they might not return, the biggest issue was parking!
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We let customers do some of the work themselves
For example, the town of Monmouth in Wales created its own Wikipedia-like site, and invited local residents to maintain the wiki pages.
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Strongly Agree
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