Independent research and advisory firm Forrester
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Three steps to improving customer experiences in the middle of COVID-19


Organisations should recalibrate their customer experience efforts in response to COVID-19. Here's how they can do it. 

20th Mar 2020
Independent research and advisory firm Forrester
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Everyone, including your customers, is suddenly focused on the COVID-19 pandemic.

Should you recalibrate your customer experience (CX) efforts in response? Yes. Many of the specifics vary by industry, but here are the three essentials (in summary) that every organisation should prioritise.

1. Start with empathy — understand your customers in this moment

You’re not going to find out what you need to know through surveys alone — especially not in this situation. To build the customer understanding required, you should:

  • Invest in having live conversations with customers now.
  • Get your research professionals onto customer service calls.
  • Proactively reach out to customers.
  • Respond with concrete steps.

2. Adapt your CX accordingly

There are aspects of the customer experiences you’ve been delivering that may have been perfect a few weeks ago but may be all wrong now:

  • Critically review the current experiences you are delivering.
  • Do the same with planned experiences.
  • Hit the pause button where needed.
  • Prioritise simplicity and clarity more than ever.

3. Help your employees deliver great CX despite the crisis

They might be frontline staff taking calls from anxious customers. They might be IT staff working around the clock to help the entire workforce be productive from home as companies ask staff to stay away from offices and work remotely.

Whatever their role in your company, this is a unique moment for them as the human embodiment of your brand:

  • Employees face uncertainty and anxiety, too.
  • Customers in crisis drive up the stress level for employees
  • Invest in improving employees’ well-being — it will improve CX.

This post was written by VP, Research Directors David Truog and Harley Manning, and it originally appeared here.


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