The state of alarm produced by the Coronavirus has confined almost all people at home and it is possible that consumer habits have changed.What fears do they have and how do they behave? Giving customer satisfaction from companies is the only way to avoid further aggravating the economic crisis.
We are all the same. We have never experienced this. Day after day a new routine is accentuated light years from our comfort zone. The newscasts look like a movie, and reality draws from us what is rarely seen in the cinema: our solidarity and collective commitment.
As the health drama continues, another drama looms: the economic one. And it is who else who is least concerned about the evolution of his business, about the continuity of his job. This forces companies and their managers to seek solutions.
We all know that this crisis is temporary, that as it has come it will go away. That means that we cannot propose solutions that we regret when this is over. For this reason, the response of businesses must be, as almost always, in uniting the needs of the client with the needs of the business, in seeking a sustainable win-win. Only that he 86% of consumers have changed their needs and behavior radically, as the latest study published by YouGov points out. Let's go on to analyze it.
Strengthen your digital relationship with the client
We are all consumers. And we see what happens to us. The consumer is trying to get used to this new normal. Get on with your life, only with hours of time to waste and many more worries, but also more time to resolve them online. There appears one of the first opportunities for companies. The client with whom I had no digital relationship, now I can have it. And that means gaining efficiency and bond for many years.
Drop in home sales for fear of contagion
There are customers of all kinds. But going to the essence, we now find two segments with different needs: those who only have to take care of themselves and those who have to take care of others. Although both are at home, the former can organize themselves, and the latter have to organize others; the independents know the rules of the game and those responsible define them at home. It is not the same to do the shopping for you, than to maintain the education of your children at the same time that you watch that your father does not fall on polymedication. Is not the same.
Both have different motivations, but a common double need: the fear of the contagion of the Coronavirus and the fear of the economy. This leads them to preserve health in everything they do, while instinctively beginning to try to save money. The proof is that, from one day to the next, something that we did not think would decrease: the sale of food at home.
Churn Rate increase or cancellation rate
And this is just the beginning. The fear of job loss, coupled with the free time that favors planned shopping, will lead to a barrage of customer dropouts. According to the results of the 1st survey on the impact of Coronavirus on Customer Experience, show that there are already 30% of customers who have reviewed their bills and usual expenses with the intention of reducing it. In short, the customer is going to repeat the behavior of 2010: a better price is proposed for everything. And it has already started eliminating the accessory (the gym and food delivery), but it has already got to the substance: the telephone / internet, electricity and gas, its insurance ... Only those who have done their job well with the customers before and do it now, they will avoid this new drama. A drama much more relevant than the present, since it affects his entire life as a customer, the income for the next few years.
3 points that will help you improve the situation
- Well the first thing is get ahead of what the customer is going to do. If he has hired you something that he will not be able to use, anticipate: help him cancel - as some airlines such as Iberia or Air Europa have already done - and do not charge him for what he will not use. If you do it, they will appreciate it; If he does it, he will demand it.
- The second is turn that interaction into multichannel education. Seize the moment to convert your service into self-service, get your app to be downloaded for the first time or make your first online purchase. And that happens to see what needs it has and how your digital assets help it solve them.
- The third is the most complicated step: turn this into new income, into online sales. Who is it easier to sell to online? The one who already buys you. How? Continuing the relationship to give you more satisfaction. And it is that, according to III IMEX Retail, supplementing previous purchases with products or services and providing ideas for their use are the two most successful conversion behaviors. If you do it through attractive and visual communications, you will start to activate your customers, to sell more.
That for those who already buy you online or do it physically, but you already have them identified. For those who do not, in addition to studying the funnel conversion of your website or your app, you must understand how it is reaching you. To find out, just take a look at Google Trends to see how searches are also changing during the Coronavirus. Analyze well how the client came to you before and how it reaches you now. It guarantees that they find you when they look for you (products and brand), that they find you when they look for what you can give them (solution).
Think from the client and for the client
What services can you give them to sell them online, so that they subscribe? Think from and for the client. The most demanded are not only the extension of the guarantee or the insurance, but also the withdrawal of already used products, the replacement of the old for the new, the advice for their best use or the planning of their new routines.
Ultimately, these days of seclusion are different for everyone. For you and your clients. How can I help the person who takes care of himself and the one who takes care of his family more? In that question is the solution to much of what is presented to us today. And today we are obliged to act. Thus, Let's turn this into present income and a profit forever.
Let's do what is happening in the street in our work: that we begin to feel proud of what we do and of the society we form.