We went through the first step well. By digitizing the offer at a fast pace, the consumer can also be reached and served in the new context. However, this offer is mainly focused on sending information. The real challenge is: strong relationships only emerge when there are interaction and understanding. When we communicate with each other and understand each other’s needs. By analyzing the digital interactions well, these needs can be mapped out and the possibility arises to not lose the personal touch in this new context. After all, this is what the modern consumer expects. The challenges that await us in this respect are:
Give an extra: we are all in the same boat and have to get through it together, therefore understanding and compassion are crucial. We have to support each other and make the situation as pleasant as possible together. Enhance your consumer’s love by showing that you understand them and give them a little extra, especially in these times. In this way, you stay top-of-mind and you adopt a humane attitude as an organization. This can be done by, for example, making trial subscriptions or (new) pieces of content available free of charge.
Don’t lose a personal touch: when we can look at each other in the eye and easily ask questions, it is relatively easy to identify each other’s needs. It becomes different when you have to derive them from website clicks and other implicit information. However, this does not make it any less important. Therefore, make sure that you continue to provide individuals with personal content and advice. Guide the consumer through your offers and put what is relevant to him or her in the spotlight. In this way, you prevent service levels are deviating too much in comparison with the physical situation.
Stay fast and accurate in your services: consumers and patience, it remains an unhappy marriage. Certainly, when the factor uncertainty starts to play a role and the need for information increases, it is important to be there for your consumers and to reassure them. Fast response times are a must, especially now that everything goes digital, which puts a lot of pressure on our customer service centers. Despite the fact that we know that many employees operate from home, this does not change expectations. Fortunately, many first-line interactions can also be handled automatically with chatbots. This reduces the pressure on the contact center, ensures humans focus on the most emotional and important interactions and helps the consumer get the right answer faster.
The above shows that we all ended up in a new reality at lightning speed and were able to adapt to it within a very short period of time. We now also find each other digitally, and especially now we must not stand still. It is uncertain how long this situation will last, but realize that all the knowledge and experience that is now being gained will also make you stronger in the long term. Let’s not forget that findability is one thing, but interaction, personal approach and authenticity are the key to digital success.