Covid-19 has already altered the global economy significantly. As this situation unfolds, we are getting a picture of just how much has changed in the way we conduct business. With India easing multiple lockdowns, there are many things that will change post the outbreak of the pandemic.
The evolution of customer behaviours is particularly interesting for companies to be prepared to meet their needs and expectations in the next normal. Here’s an overview of what customers might expect and rightfully demand in the post-lockdown and unfolding Covid-19 saga.
Seamless end-to-end service
The complete transformation from physical to digital was perhaps always in the offing. The Covid-19 crisis gave companies and consumers the push needed to take the leap. Now, with customers across various demographic segments opting for virtual (voice, video and online) channels, it is natural that post-lockdown, the average consumer will expect seamless end-to-end service offerings virtually.
New-age customers spend one-third of their time each day online across various devices. They prefer channels/services which are seamless and give them a smooth buying/servicing experience.
Customers like to search, explore, purchase products and services, enquire about them and raise queries and complaints at one point. They will be less tolerant of breaks in their journey from checking out a product/service to post-purchase support.
Offers for every stage of life
The Covid-19 crisis has shown us just how fragile things can be. This is why in the new normal, customers in the insurance and financial spaces will look for brands that offer a larger gamut of products that suits their needs at every stage of life.
For instance, in the BFSI space, the requirements of a customer who is just getting started with their career will not be the same as the needs of somebody who is closer to retirement.
So, one-stop solutions that meet the varying needs associated with every stage of life will be expected. To do this, it is necessary for service providers to tailor their products to meet the evolving life stage needs of customers.
Any new products or services introduced must also be personalised to meet the individual needs of the target groups.
Convenience matters
Till now, companies believed that compliance with internal policies and practices were set in stone. However, with the lockdown curve ball, customer convenience is rapidly gaining precedence over unnecessary validations and process steps.
After the lockdown is lifted, customers are more likely to choose a brand that understands the need for simple, intuitive processes, interfaces and use of language. Compliance and governance is important; however, convenience and empathy must also be given prominence for simple and swift interactions that cause minimum cognitive load on customers.
Personalised service
Customers now place greater importance on how brands communicate. In fact, one of the greatest lessons this pandemic has taught us is that communication and, in many cases, more communication is vital. The lockdown has also unfrozen many typical consumer habits.
For instance, many customers who previously relied solely on physical, in-person services have now made the switch to virtual solutions.
Organisations that focus on obtaining an in-depth analytics about customers on their preferences and needs, make use of this data to create positive experiences for them on the channels they prefer.
Netflix is one of the finest examples for personalised communication making custom-recommendations possible. With OTT content becoming more popular during the lockdown, the recommendation system that the streaming giant employs to offer highly customised suggestions to viewers is quite impressive.
Brands with a voice
Customers are no longer just interested in what you do. They’ve begun to focus on why you do it, as well. The present situation has caused a shift in perspective, with users now looking for brands with a voice. They need a brand they can connect with, a brand that adds value to their life. This is what the evolved customer looks for to find a business that creates a value proposition for the individual and the society at large.
To be that brand that makes customers take notice, we need to understand that it is not sufficient to merely implement products/solutions and offer one-size-fits-all services. Now more than ever, we must acknowledge that product and service delivery has an emotional impact.
This is why we need to make empathy an important part of all communications. We need to start seeing our customers not as one large group, but as individuals with specific expectations. Only then can we deliver them the heightened, top quality customer experience they deserve.
It will be interesting to see how customers will realign their expectations after the lockdown is completely lifted. For brands and businesses, this will
be a much-needed exercise in redesigning the kind of customer experience they offer. If they play it right, this may be their best opportunity yet to digitise the physical and humanise the digital.
The writer is chief operations & customer experience, Bajaj Allianz Life Insurance