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What's Next: Rapidly adjusting your customer experience strategy for the "new normal"

This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.

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What's Next: Rapidly adjusting your customer experience strategy for the "new normal"

  1. 1. Powered by What’s Next: Rapidly adjusting your customer experience strategy for the “new normal”.
  2. 2. Welcome Dayoán Daumont Consulting Partner, EMEA Ogilvy Consulting Amanda Gagliardi Global Consulting Partner, CX Ogilvy Consulting
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. There hasn’t been a time in recent history where we’ve seen such a lack of diversity in the day-to-day activities of consumers globally.
  5. 5. Anxiety Fear Grief
  6. 6. Isolated Overworked and exhausted Anxious and afraid for their safety and that of their families. 36% healthcare workers strongly agree they are confident they will be safe if they follow their organization's health policies.* 54% of healthcare employees feel well prepared to do their job.* * Source: Gallup
  7. 7. Struggling to get support Torn between their health and their paycheck Powerless 482M wholesale and retail trade workers globally. * 37% increase in grocery and gourmet sales on Amazon since February 3† * Source: International Labor Organization † Source: Feedvisor
  8. 8. Worried about finances and the future Restless Overwhelmed juggling new routines and family demands 300% increase in Zoom traffic.† 81% of the global workforce lives in countries with mandatory or recommended closures.* * Source: International Labor Organization † Source: Kantar
  9. 9. Behaviors are changing as we adjust to our current state and anticipate the new normal.
  10. 10. 89% increase in traffic to local news sites1 20% rise in video streaming globally2 33% increase in online food and grocery purchases3 $10B projected loss for luxury good category4 £3.2B projected decline in EU retail sales5 $447B global loss for travel and tourism6 Sources 1 Comscore 2 Conviva 3 Statista 4 Vogue Business 5 ZenCargo 6 Statista
  11. 11. May 1, 2020 13 Taking care of employees Making donations to support the purchase of masks and sanitizers for hospitals Having plans in place to protect the supply of services/ products to consumers Making donations to support scientific research Brands communications should Talk about how you can help with the new everyday life Inform about their efforts to face the situation Offer a positive perspective Use a reassuring tone Brands should prioritize Emotions and information are shaping consumer expectations of brands globally. Source: Kantar
  12. 12. Will the current changes to customer behaviors stick?
  13. 13. May 1, 2020 15 89% Global consumers watching more streaming content 20% US consumers choosing takeout over in restaurant dining 65% Post-Pandemic Behaviors Chinese consumers willing to buy daily necessities and fresh products online Sources 1 McKinsey 2 Global Web Index 3 Harris Poll
  14. 14. So how can brands quickly modify their approach to CX?
  15. 15. May 1, 2020 A W A R AWARE Framework Assess your employee experience E Watch (and Wait) Adjust your Artifacts Rethink your Strategy Ensure Success 17
  16. 16. Assess Start by looking at the state of your employees’ experience and their ability to deliver on customer expectations during this time. Your internal teams must be safe and secure before you can help others.
  17. 17. May 1, 2020 19 Target has installed “sneeze guards” at check stands but employees say its not enough. Ally Financial radically changed employee benefits to face the realities of COVID-19. Amazon is under fire for not providing safe working conditions and adequate time off.
  18. 18. How are your employees holding up? Have you made and communicated a clear plan for their health and safety? How can you maintain culture and morale during this time? Do they have the resources they need to do their jobs and support your customers’ needs during this time? Questions to consider in your assessment May 1, 2020
  19. 19. Watch (and wait) Unless you have an immediate way that your brand can help contribute to the fight against COVID-19, take some time to evaluate what your customer base needs and how you can help. Small, brand appropriate gestures are great but avoid the temptation to make big changes.
  20. 20. May 1, 2020 22 Best Buy rushed to implement curbside delivery and struggled to meet customer expectations. IKEA offers the comfort of Swedish meatballs while stores are closed.
  21. 21. Customer’s current engagement with CX touchpoints Types of inquiries to customer service channels Sales and revenue in relationship to the rest of your vertical Customer demographics and frequency Data points to watch May 1, 2020
  22. 22. Adjust your Artifacts Even if you’ve done careful and diligent work creating your customer and employee experience artifacts, such as personas, journeys, and service blueprints, chances are that they are going to need some adjustments now.
  23. 23. May 1, 2020 25 Walmart has experienced a 470% increase in Walmart Grocery app downloads since January. (Source: AppAnnie) Zoom has gained many new customers that aren't as familiar with video conferencing like teachers and kids.
  24. 24. Evaluate changes to customer data, sentiment and needs. Identify necessary changes to personas, journeys and service maps. Prioritize making changes based on importance of the customer type or service. Distribute updated artifacts to all teams as you have them. Steps to take May 1, 2020
  25. 25. Rethink your strategy Do the changes to your customer behaviors or needs necessitate updated or new solutions or communications? Do your employees need new tools to help themselves be more efficient or to serve a new type of customer?
  26. 26. May 1, 2020 28 Grocery stores in the UK are upping contactless card limits. Restaurants are converting to retail space and selling pantry and larder items. Delta was the first US airline to extend medallion status through 2021.
  27. 27. Can we address changes in needs and behaviors by repurposing what we already have? Do your communications and marketing feel appropriately sensitive to your employees’ and customers’ state of mind and current reality? Where do we need to ideate and bring in brand new solutions to ensure we can meet expectations? Dimensions to consider May 1, 2020
  28. 28. Ensure success Now is the time for you to engage with your customers and employees by listening, responding clearly and directly, and measuring your changes to ensure that everything is working as you expect.
  29. 29. Put employee feedback loops in place. Use all forms of qualitative feedback to ensure your changes are working. Respond to concerns clearly and transparently. Measure engagement on all customer touchpoints. Monitor and Communicate May 1, 2020
  30. 30. While customer behaviors have changed dramatically, the diversity of experiences has been reduced. Changed behaviors like cleanliness as a priority, flexible working environments and increased use of e-commerce and delivery will stick. May 1, 2020 32 To keep the respect of your customers, you must first prioritize your employees. Assess, Watch, Adjust, Rethink and Ensure Success. To Recap
  31. 31. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on www.facebook.com/OgilvyConsulting/
  32. 32. Questions?
  33. 33. Thank you.