It is not new that The coronavirus pandemic has affected most industries and businesses, to a greater or lesser extent. Now, even with some restrictions already loosened, the consequences of the measures to prevent the spread of the virus adopted at the beginning of the pandemic continue to be observed around the world and, because of this, we can see that both consumers and companies will need to adapt to the new circumstances.
Figure – Customer service during a pandemic
Photo by Arturo Rey on Unsplash
In the context of the pandemic, consumers were able to perceive the relevance of certain brands in their daily lives and began to reflect on how they fit into their lifestyle adapted to the current scenario. As a result, many customers began to look for alternatives to meet their new demands. In this search, some attitudes and positions of the companies stand out and demonstrate commitment to the consumer, such as:
Health and safety
It is imperative that the company focus on the health, safety and comfort of both customers and employees. The buyer needs to see that employees are equipped with disposable gloves and protective masks and that the environment he is in has undergone constant cleaning – for example sanitizing supermarket carts before use – so that he feels protected and comfortable. Other valuable measures are the adoption of a preferential flow of people indicated on the floor or by signs and control of the number of people in the environment.
new way to buy
Countless means of purchase were already available before the pandemic: delivery apps like iFood and Rappi, own apps and websites, drive-thru, lockers, online shopping and in-store pick up… Offering flexibility and options to the consumer can provide greater satisfaction and greater reach of sales, in addition to reinforcing the brand's presence. Delivery times must be competitive and the entire purchase and delivery process must comply with protection requirements to captivate users.
floating
As customers leave their homes less, they have to trust that the store they plan to go to has the products they want in stock. Technology can help in this regard in several ways: artificial intelligence and big data can assist a retailer in modifying its supply chain and demand planning, anticipate emerging trends and also support decision-making. Another use of technology in this area is the visibility of the stock by the customer, so that he can see which stores have the product he is interested in and can choose the most convenient one to make his purchase.
Communication with the customer
In this context of crisis, different questions will arise and it is essential that customers have their issues resolved. Having multiple communication channels available helps and encourages all contact processes, from initiation to follow-up to problem resolution. In the case of companies that had their customer service team highly impacted by the pandemic, it is important to make it clear to the customer how long, on average, he will have a return on his request, so that there are no frustrations. E-mails, online chat, chatbots and FAQs need to exist and they need to pass on the most up-to-date information available. FAQs and well-designed chatbots can avoid most contacts.
Rule smoothing
The softening of some policies can bring relief to the consumer, such as product exchange and return rules and order cancellation deadlines. Airbnb, for example, has changed its reservation cancellation policies, expanding eligibility for fee-free cancellation.
It is attitudes like these that will be remembered by customers. Good customer service is what creates satisfaction in the short term and, now more than ever, is also what builds a positive connection in the long term, which can translate into brand loyalty.
What has your company been doing to ensure that customer service is working and building customer loyalty?
References:
Forbes – Customer Service in the time of covid-19
How covid-19 is changing the customer experience in retail
AirBnB
Tecnologística – Customer Service in a new reality
Americanas.com
