Post-pandemic CX: The State of Customer Experience in 2020

Post-pandemic CX: The State of Customer
Experience in 2020

Dennis Weikle, PPT Solutions

Introduction

Ironically, change is the only true constant in the world. COVID-19 has brought sweeping change to the customer experience (CX) industry. While it's tempting to believe that those changes will be short-lived, that everything will quickly return to normal once the pandemic passes, the truth is that every public health crisis that came before, from the bubonic plague to the Spanish flu, has served to radically restructure society. In the case of COVID-19, the way that people obtain goods and services is at the core of the latest cultural shift.

Post-pandemic CX: The State of Customer
Experience in 2020

Dennis Weikle, PPT Solutions

Introduction

Ironically, change is the only true constant in the world. COVID-19 has brought sweeping change to the customer experience (CX) industry. While it's tempting to believe that those changes will be short-lived, that everything will quickly return to normal once the pandemic passes, the truth is that every public health crisis that came before, from the bubonic plague to the Spanish flu, has served to radically restructure society. In the case of COVID-19, the way that people obtain goods and services is at the core of the latest cultural shift.

Consumers Behaviors Prior to COVID

The United States is several months into countrywide shutdowns. Some brick-and-mortar businesses have begun limited operations while others remain closed for the foreseeable future. Core retailers have been able to remain open by limiting social interaction, mandating mask use, and giving customers new shopping options.

Prior to the outbreak, companies were given carte blanche in establishing their business models. There were of course no major societal barrier to shopping in person, so there was a more equal focus between physical locations and e-commerce. According to a recent McKinsey article, 60 major retail chains with a combined total of 50,000 locations generate more than $270 billion dollars a year.¹ COVID-19, however, has changed their ability to operate as they normally did. According to a Sitel Group report from July 2020, only 54% of consumers felt they had better e-commerce experiences in the pre-COVID world. That's rapidly changed in the months since.²

Consumer Behaviors After COVID

COVID-19 has revealed some interesting shifts in the post-pandemic CX landscape. That 54% satisfaction metric has jumped to 76% since the advent of COVID. The pandemic has seen a shift toward more digital CX rather than in-person or contact center customer service. 43% of Gen Z and Millennials are more likely to pursue internet-based answers to their service concerns, making solutions like on-site chat or an automated chatbot an essential component in the new customer experience.

Interestingly, COVID-19 has sparked new consumer positivity through the e-commerce channel. Sitel reports that nearly 63% of consumers chose to speak with some form of company representative, via call center or through chat, prior to leaving a negative review of the company. Given the convenience of a digital CX, there are new opportunities for brand loyalty.

We're Here to Help

Contact us today to learn how we can optimize your Customer Experience and Business Operations.

The pandemic has also proven that today's customers appreciate innovation, and find it to be a key part of their current experience. 48% of customers believe services like curbside pick-up have made their life easier and more streamlined. Because of similar innovations, goods-based retailers have experienced more positive trends during the pandemic, whereas consumers have turned away from financially-based businesses such as credit card companies due to the perceived lack of innovation and value add from those industries.

Customer Experience Predictions, Projections, and Risks

There will come a time when businesses across the country return to some sense of normalcy, but it will be a revised sense of normal. It would be far too easy to attribute these emerging CX trends as short-term aberrations, spikes in specific consumer behavior in direct response to the pandemic. The reality is that these trends stand poised to become the new normal. COVID simply accelerated an already existent trend.

China, the original epicenter of the outbreak, has already seen a similar shift. According to the aforementioned McKinsey article, there has been a 55% increase in consumers converting to all-digital shopping methods. The United States is likely to see a similar level of adoption, especially among the younger demographic going forward.

Regardless, brands who lead the way in innovation and digital CX stand to meet the remainder of this crisis, as well as the next emergency, with agility and confidence. PPT Solutions can help guide you as you adjust your CX strategy for a rapidly-changing future.

Schedule your complimentary consultation to learn how we can help understand the costs, initiatives, and timelines you need to factor in your budgeting process and take stock of current and future technology, contact center and customer experience needs.

1. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/adapting-customer-experience-in-the-time-of-coronavirus
2. https://martechseries.com/sales-marketing/customer-experience-management/sitel-group-report-reveals-customer-experience-reigns/