Remaining laser-focused on the customer experience

The impact of COVID-19 is undeniable. Businesses everywhere are having to adapt to new ways of working and are learning how to operate within a new environment that’s continually changing. During times of uncertainty, it’s important not to lose sight of what’s important for the long term growth of the business. And that means ensuring your customers, their experience and needs continue to come first.

Doing right by your customers is a core tenant of ours and remains critical, especially during these uncertain times. And while this may not be the easiest path for many, those businesses that are able to put customers first, in a human way, will gain trust with their current and future customers. After all, customers are a businesses’ biggest advocate. Now, like always, is the time to focus on the customer experience, and part of this means listening to their needs and wants – and adapting accordingly.

Recruitment start-up Weploy is a prime example of an SME putting not only their customers first, but also the wider community. With the recent decision to close non-essential services, swathes of employees in the hospitality and retail sectors found themselves out of work, either stood down or made redundant. Being driven by a customer-centric focus, Weploy recognised the unique position they were in to give back to those doing it tough and quickly launched WeployConnect – a free platform to help newly unemployed Australians find jobs quickly.

In order to do right by our customers, we must first listen to understand how their needs and wants have changed and, consequently, how the way they research and shop has changed. HungryHungry, the order-at-table ordering platform, is a great example of a business pivoting online to continue serving its customers. With cafes, restaurants and bars no longer open for in-venue dining, HungryHungry used their customer interactions and feedback to identify the need for an online ordering platform to power pickup, drive up and delivery options which they then built. This move not only shows the business is adapting to customers’ changing behaviour but ensures they remain top of mind building long term brand loyalty.

Interestingly, according to recent data aggregated from 70,000 customers, average monthly website traffic increased by 13 per cent in March, compared to February. In addition, onsite chat increased by 5 per cent. For businesses, this indicates that they should lean into these channels and reach customers in the way they want to be reached during these challenging times.

Even during times of uncertainty, the trust you have with your customers is your greatest asset. How you interact with them and communicate is key. Businesses may need to make some sacrifices and changes to the way you market, engage, sell and serve. But in the long run, your customers will remember the experience they had with your brand during this time.

Kat Warboys, Head of Marketing ANZ, HubSpot

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