Things are changing, there are new rules for the game, and surely; in a world where Digital Connectivity will continue positioning in the post-crisis, we will discover that new rules will come up every day and we all have to adapt to them and in the best-case scenario, learn to play with them. Schools will continue using virtual learning options, and companies will continue using online platforms to let individuals work from home and to communicate with customers. Even in a reality where the “human touch” cannot physically experiment, where we cannot observe body language and facial gestures to figure out what the other person is thinking or feeling; we still need to be able to maintain that “human touch” to Deliver Exceptional Customer Experiences by using Digital Connectivity.
After the pandemic hit, only those companies that achieved that level would have an edge on their competition. The unlucky ones who were late will have a hard time scrambling to find ways to get the work done. Now we can clearly see the benefits of having better connections, not only physical but digital too, the crisis just accelerated the trend of connecting better digitally. Now, companies should be thinking about how to position themselves better in the future to deliver exceptional customer experiences by using these tools.
Experiences are not new; businesses have been creating them since the dawn of all business time. It is the way it in which we deliver them what changes and will continue changing. What we need to develop is a deep understanding of how central they are to the customer value they are creating. Companies must understand and leverage the value created by customer experience.
More than ever, we need to have a customer-centric behavior, we need to reinvent ourselves to be able to communicate digitally by having situational conversations instead of looking to make a formal presentation; learn to ask relevant questions to identify needs instead of just offering opinions; focus on solving problems and not only in the relationship, and empower customers instead of attempting to sell them.
A business that is investing time during the pandemic thinking about how they will be serving customers in the future will come out of the situation stronger than ever. There will be large opportunities ahead, and although there are many short-term challenges about how to get through the crisis, once the economy returns, you want to be well-positioned to take advantage of the resurgence.
As we begin to develop a successful-customer centric value proposition around the customer’s total experiences, we will realize that the future becomes a lot more manageable and our competitive advantage a lot more distinctive and considerably more sustainable.
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