Customer Safety, Business Survival Top Concerns
When the global pandemic arrived in Canada, dealing a blow to businesses across every industry, survival became the top priority, followed closely by keeping customers safe. For many, that meant creating or enhancing online processes to address both concerns. However, ensuring a positive customer experience (CX) fell in terms of priorities, says a study by TMG International. When the coronavirus struck in March and many businesses and provinces went into lockdown, companies struggled to maintain or improve their customer experience – with some even deciding it was not a priority in the face of the challenges of keeping their business afloat or dramatically and quickly changing service delivery, it says. Customers, however, prioritized safety with all interactions. That could explain why retail eCommerce sales almost doubled to a record $3.9 billion in May, compared to $2 billion in February. eCommerce was able to innately join CX with personal safety, demonstrating that customer experience is even more important than ever. John Bardawill, managing director of TMG International, says, "From now on, everyone will be looking at every interaction with a business through the lens of personal safety and companies need to quickly become familiar with the term CFP – customer fear perception. " To survive COVID, businesses need to understand that the customer's experience needs are evolving daily, but are still focused on reducing risk associated with the virus; have a firm understanding of how CFP is driving customer behaviour like never before; and identify opportunities that will lower the potential health risks for consumers and make it easier to access services.