Congratulations, your brand has just survived the most radical, unprecedented change to customer behaviour of our lifetime, with no instruction manual to refer to – and little to no time to plan. But before we start to relax and adjust to a new normal, remember this: there is no new normal.
As our daily lives were transformed by the Covid-19 pandemic, our behaviour as shoppers also inevitably changed. Traditional buyer journey models became unreliable, if not obsolete, as buyer journeys were dramatically altered. The impact of the pandemic on global logistics and supply chains created yet another source of unpredictability and flux.
In short, businesses in almost every vertical had to rethink their entire business models, and how to deliver the customer experiences that are critical to the bottom line. Welcome to ‘The Great CX Reset’.
A warning – and an opportunity
The pace and extent of disruption over 2020 and 2021 is both a warning and an opportunity for brands. People have embraced many of the conveniences of working and shopping remotely, and plenty of the changes we’ve seen are likely to be permanent.
There may be no ‘business as usual’ to return to, but one thing that marketers can control is how they choose to react to The Great CX Reset. Businesses that take this moment to look deeper, and better understand their customers, will be set for long-term CX success – so long as they get the right foundation in place.
With this in mind, we’ve created The Great CX Reset series to help marketers thrive in uncertain times by making better use of solid, actionable customer data.
Time for a CX upgrade
When CX innovation is no longer just a nice-to-have but a necessity, knowing what (and how) to upgrade first can feel incredibly daunting. Especially when the digital noise is louder than ever, as brands move experiences online, en masse.
Fortunately, there are some proven steps marketers can take to ensure they reach the people that matter, in the moments that matter. A useful starting point is to make simple but crucial personalisation tweaks to digital experiences (a step overlooked by a surprising number of businesses). Meanwhile, a data-driven approach to changes you can make in the way you deliver offers, deals and loyalty programs can be an effective tactic to attract new customers, and keep long-standing ones engaged.
We explore these (and more CX innovation wins) in the first instalment of our Great CX Reset series, ‘An unexpected opportunity to build brand love’. You’ll also learn how to thrive in the new Experience Economy, and why those still competing in an Attention Economy are doomed to go bust.
CX has changed forever. Let’s get started on your brand’s own reset.
Read the first two ebooks in The Great CX Reset series, ‘An unexpected opportunity to build brand love’ and ‘Why the best CX moments rely on your brand’s memory’.