The importance of customer experience in times of Covid-19

What is Customer Experience?

Let's start by clarifying what Customer experience means (CX) o Customer Experience, a term that refers to the perception that customers have of a company or brand and what affects how they interact with it in each of the moments of the Customer Journey.

The customer experience in this time of crisis that we are experiencing due to Covid-19 is more important than ever, especially for those customers who are experiencing more difficult times. What should we do to help them? How should we act for the duration of this crisis and beyond? These are some of the questions we want to answer in this article.

CX vs. UX

Differences and similarities between Customer Experience and User Experience

User experience and Customer experience may be confused by their similarities. They are not the same thing but are closely related.

Basically, the key point of the distinction between the two concepts is that UX is defined by the interaction of an end user with a product or service, while the customer experience is defined by the customer interaction. End user and customer may or may not be the same; in any case, UX is generally spoken of at a more specific level and CX from a higher point of view, how that company is perceived (and both product/service and people come into action).

As we said, they can be confused; therefore, to understand the difference, we must talk about Moments in the Journey. In this Article from Norman Nielsen Group A distinction is made between different levels of relationship between a person and a company over time:

• Unique level of interaction: It affects the UX in the sense that it challenges the user's contact with the product doing a specific task.
• Journey Level: It affects the entire process that the user does through each of the contact points (touchpoints) in each of the channels.
• Relationship Level: This level is directly linked to the customer experience, since it refers to the most comprehensive level of all, which takes into account all the interactions between the company and the person.

Thus, we are left with the idea that the elements that come into play in the customer experience are not only the value of the product (does the product/service solve the customer's need?) but in addition to adding the relationship he maintains with each person involved in the entire journey. That a customer may or may not be a user, and CX focuses on improving the relationship with the customer.

Current Situation: New Challenges for Companies

As a result of the crisis caused by Covid-19 we are at a time at a global level when our scenarios and relationships have changed significantly: The digitalization of companies forced marches, teleworking, the closure of many businesses, the rise of e-commerce, and many more changes to come. Thus, some companies are reinventing themselves, others are readjusting. Our customers, whether they are end users or companies, are suffering consequences and we must optimize the experience as much as we can.

In this Forrester publication the three steps to improve the customer experience during the current coronavirus pandemic were defined:

1. Empathy to understand our customers: Keeping conversations with customers and analyzing what concerns them is now more important than ever.

2. Adapt the customer experience according to the moment: You can't continue with the same strategy as before.

3. Helping your company's employees to offer the best CX: The more companies dedicate themselves to the well-being of their employees, the better experience they can offer to customers.

Steps to Deliver the Best Customer Experience: Listen, Care, and Propose

1. overhear

As we have already pointed out, empathy is essential in times of crisis such as the one we are currently experiencing. That's why the first thing you should do is listen to your customers. How? It will depend on each company: You can call them personally, write them e-mails, conduct surveys or even research what they are talking about through social networks to learn about their concerns or difficulties.

2. Care

Once you are clear about your Pains, let them know that your company is available to help them. These are difficult times and while it is always necessary to take care of your customers, now it is more so than ever. Make it easy for them to continue to trust your brand, through benefits, advice, promotions or payment assistance. Take your actions beyond sending an email like “We're still with you”.

One way to make a brand presence and add value to the customer is, for example, with protective items against Covid-19. There are several elements that you can customize with your brand, such as masks, protective screens, disinfectant gels or even customer service screens.

This strategy will allow you to reflect your concern for your workers and enhance your employer branding, as well as increase brand presence in the face of your customers' current concerns.

3. Propose

Go ahead and make proposals that provide value to your customers. Go a step further and think of solutions that address your main concerns. What you do now is important for your company's positioning, so keep that in mind to provide personalized and useful experiences for your customers.

Customer Experience Post-Covid: Let's apply what we've learned

And when this is over?

We will have to continue to provide our customers with the best possible experience. Whatever has worked during this period, we will adapt it to continue applying it, trying constantly improves the relationship between our brand and our customers.

How can we help you?

If you need more information, do not hesitate to contact us.