No one could have ever predicted what would happen in 2020. Aside from the pandemic and its impact on the global economy, unemployment, remote learning and a host of other issues, there are also widespread cries to end systemic racism, fires and natural disasters and a tumultuous presidential election. It’s more than anyone could ever have imagined, and it’s taking a toll on consumers.
But even with these unique conditions, companies are moving forward and working to grow and provide great service to customers. The question many companies face is how to connect with customers when so much about the world has changed and people are facing so much stress.
Amelia Dunlop, Chief Experience Officer at Deloitte Digital, refers to it as the emotional toll COVID-19 has taken on people. No matter how it affects each person, the pandemic and other crises have caused stress and exhaustion and changed people.
Deloitte Digital set out to get a pulse on how customer behavior is changing amidst all of the chaos. A survey of 28,000 Americans introduced numerous stories about the changing human experience and showcased what Americans are going through, where they need help and what companies can do to stay relevant. It comes down to one key area: be human. Consumers want companies that are empathetic and see them as individuals in the middle of a crisis, not just shoppers who are the same as they were six months ago.
Deloitte Digital’s results found three ways companies can become more human during a crisis:
Being human requires companies to understand their customers and especially how they are reacting to challenges of the current crisis. The Deloitte Survey also found that people fit into three different clusters:
Although everyone is going through the same crises, Dunlop says each person values different things. For companies to stay relevant and stay human, they have to build empathy and softer experiences for stressed consumers.
Crises will always be part of doing business, even when they are as unpredictable as 2020 has shown. Keeping a good understanding of customers and staying human can help companies navigate crises and maintain strong relationships.
This week’s podcast is sponsored by TTEC.
Imagine an interaction that’s so simple and easy, that you don’t even think about it!
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Managing over 3.5 million interactions daily, TTEC are CX experts who know what it takes to deliver amazing and effortless customer experiences. They combine CX strategy with proven-processes, award-winning people engagement and best-of-breed technology to deliver holistic solutions focused on driving real-world results for their clients every day.
Don’t get lost in a sea of competitors. Effortless is not a destination. It’s a journey. And TTEC can be your guide to an effortless future.
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