In stable times, many consumer behaviours come from carrying out familiar activities on a routine basis. These familiar activities give consumers certainty and simplify decision-making.
However, COVID-19 has disrupted these routines. For many, this has created a state of flux, or even panic, because no ‘new normal’ exists and there is a constant need to assess and navigate the environment as it shifts. Consequently, customer priorities, attitudes and behaviours are changing.
In this paper, we set out the three steps likely to be involved in strengthening customer relationships in these changing times, and how they can help to ensure brands develop along with customers throughout this crisis – and beyond:
- Understand: ascertain the influencing factors and understand the impact of the crisis on customers and brands.
- Adapt: identify how to best refocus customer experience measurement and management to meet changing needs and reallocate resources to address what truly matters, in the most cost-effective way possible.
- Anticipate: identify how customers are adapting to changing environments and how new needs and behaviours are formed, to evolve the customer-brand interactions and relationships for the future.
[WEBINAR] The Forces of Customer Experience
Do you truly understand the Forces that are at play in your customers’ minds? This new webinar accompanies our brand new CX whitepaper, 'The Forces of Customer Experience: The science of strong relationships in challenging times'. Hear from the author of the paper and Ipsos' CX Chief Research Officer, Jean-Francois Damais,
[WEBINAR] The Five Forces of Customer Experience
Customers make decisions about brands that directly impact the bottom line: share of spend, retention and advocacy and are all crucial outcomes that you need to enhance to create sustained revenue growth or brand loyalty. Beyond the commonly-cited functional elements of Customer Experience, emotional attachment is key to driving customers’ brand choice and therefore an organisation’s financial performance.