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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 know and understand our ideal customer groups, and tailor our offerings to them
For example, Bendigo Bank identified a new demographic of young customers, and created a completely new app, Up, for that market.
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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 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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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 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 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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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 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 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 host an active community of customers who help each other
Customers know how to help other customers get things done. Like ants at a picnic that lay a trail for other ants, they'll share their ideas with other customers – and that’s good for you.
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We genuinely care about climate change, sustainability, and our green credentials
For example, Allianz, one of the world's largest insurers, will stop insuring and investing in new oil and gas fields and power plants at the end of this 2022.
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We promote our sustainability goals and activities to customers
For example, Danish fashion brand Samsøe Samsøe includes QR codes on garments, to make it easier for customers to re-sell their used clothes on Facebook and Instagram.
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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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We know where our customers 'hang out' in online or offline communities
For example, even before the pandemic, Microsoft encouraged employees to work away from the office, and paid for them to join co-working spaces, because they would see how other people use Microsoft software on their laptops.
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We have diversity (age, gender, ethnic, etc.) at all levels of leadership, matching the diversity of our customers
The Emerging Leaders in Governance program trains diverse groups of people - such as young people, LGBTQI+ people, and women - to take on board positions.
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All our marketing appropriately reflects the diversity of our customers
For example, many fashion brands include a diverse range of models - different sizes, shapes, genders, and ethnicity - in all their marketing.
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We use AI to personalise and tailor our marketing, sales, products, and services
For example, businesses can subscribe to Amazon's AI-powered recommendation engine to add a 'customers who bought X also bought Y' feature.
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We personalise our after-sales customer touchpoints to build loyalty
For example, Coles and Woolworths supermarket loyalty cards offer rewards and discounts based on past purchasing behaviour.
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We give customers as many digital engagement options as possible - e.g. online shopping, cashless payments, mobile apps
For example, many cafes use the Skip app to let customers order takeaway coffee from their phone, to be collected in store.
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We use AI to streamline, optimise, and enhance our internal systems and processes
For example, the Diversio AI-powered platform measures diversity in an organisation, keeps it on track, and benchmarks it against industry standards.
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