a customer experience newsletter
(this week’s newsletter is a 5-minute read)
WHAT’S JOURNEY NEWSLETTER?
Journey is a weekly newsletter from Y Meadows that curates the best thought leadership at the intersection of technology and customer service.
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In This Week’s Newsletter
The first days and weeks of the pandemic forced companies to initiate significant changes to their customer experience. Nearly a year later, with the risks of exposure still high in the U.S., many of those changes have become habits. And because habits tend to stick, even with vaccine rollouts, many industries face a changed landscape for the future.
So how can your company recalibrate for a changed world? Timothy Calkins of The Kellogg School of Management at Northwestern University offers tips for companies looking to adapt their customer-experience strategies for the long haul.
Calkins advises companies to first take stock of the profound changes in their customers’ daily lives and figure out how those changes will realistically impact their business over the next months and years.
Take the hospitality industry.
Even when those hotels do reopen, Calkins sees them having to adapt their marketing efforts to new customer priorities.
With much of life having shifted online—and much of it likely to stay online for the foreseeable future—it is time to ensure that the online customer experience is just as carefully designed as the in-person one.
This means if grocery stores and other retailers want to steer customers toward certain products, they will need to incorporate promotions into other parts of the experience.
There’s no doubt that the in-person customer experience has taken the biggest hit from COVID.
Above all, it’s important to remember that a constantly changing environment means constant opportunities to learn and adapt. Eventually, as the dust of a new, post-COVID reality settles, the organizations that experimented will have many more tools at their disposal.
“Branding Through Customer Service: Over the years, the number one driver of our growth at Zappos has been repeat customers and word of mouth. Our philosophy has been to take most of the money we would have spent on paid advertising and invest it into customer service and the customer experience instead, letting our customers do the marketing for us through word of mouth.”