Re-crafting Customer Experience — Behaviour to Strategy
It’s been almost 2 months we have been under lockdown and we are seeing the economy gradually opening up. People have spent a lot of time at home introspecting and evaluating their life trajectory. We can define the current crisis as a behaviour shaping event that will change how people think, decide and consume. It’s too early to tell -
- What the emergent reality is going to be?
- What will it look like?
- What behaviours will stick?
- What behaviours/attitudes will have shifted permanently?
- What technologies/tools will become a routine in people’s lives?
Rise of New Experience Models
From a business standpoint, this crisis has shown that the need for speed, agility and adaptability has increased. One needs to closely observe the emerging signals on a daily basis and assess the impact of those on the business.
With the social distancing measures along with increased awareness of health and safety, we are seeing an emergence of a low-contact or low-touch economy. Businesses/brands across the spectrum have adopted to them or are in the process of adopting, which has led to the rise of new experience models. I have listed down a few:
- We have seen how the food delivery players have expanded their product delivery basket to include daily essentials, which is the need of the hour.
- Doctors, especially the General Practitioner (GP) have moved onto providing online consulting. They have added patient consent & prepaid fees as a mandatory step before offering any advice, which is either provided through a phone-call or video call.
Identify the Need
Since people are practically spending all the time at home and doing all the chores themselves, there are new opportunities available for businesses/brands to work upon. Case in point being —
How can a real estate business, furniture/fixtures manufacturer and consumer appliances companies identify and respond to the articulated as well as the unarticulated needs of the customer?
Re-craft Value Proposition
Businesses/brands need to focus on being more closer to customers and further sharpen the value proposition. This can be achieved through use-case driven customer journey mapping, which help identify the decision making pivots. These pivots become the anchors of the re-crafted value proposition, which create trust, confidence, loyalty and a differentiated experience.
To sum up
The journey to re-craft a customer experience begins with understanding the emerging needs (unarticulated) of the customer and mapping it alongside the emergent behavioural trends.
What are the new experience models you have encountered? Let me know your thoughts.
Read more about creating a value proposition here:
