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Managing the Customer Experience as COVID-19 Evolves

It’s an understatement to say that these last few months have been a struggle for small businesses. Many had to cease operations temporarily. Others could operate but had to move to an entirely virtual business model. Others were somewhere in between, faced with adapting their on-site processes to comply with rules and safety protocols.

 

No matter which situation your business has had to navigate, setting customer expectations has likely ranked among your top challenges. And now, as restrictions begin to lift and more companies begin to serve customers face-to-face (or “mask-to-mask,” as it were), it remains critical to manage the customer experience with care.

 

6 Ways to Manage the Customer Experience Through the Changing Coronavirus Crisis

 

1. Instill confidence in your company’s dedication to keeping customers safe.

Individuals have different levels of comfort about going out in public and entering businesses. By proactively sharing what you’re doing to keep everyone safe, you may ease the minds of customers who feel more vulnerable. Dedicate a section of your website to explaining the precautions and safety measures your business and staff are taking to protect customers. Also, consider adding that information to your social media profiles and occasionally reminding customers of your efforts through your posts.

 

2. Make sure customers understand the rules they must follow.

Clearly communicate the rules you want customers to follow when they’re at your location. If they must wear masks, stand on markings that are 6-feet apart while in the checkout line, wait to enter if a certain number of customers are already in the shop…you can alleviate confusion and misunderstanding if you spell out your requirements. Display signage at your location (outside and inside) and include the information on your website and in your social media profiles and posts. Also, consider adding those details into your email signature so that they appear in every outgoing message.

 

3. Keep closer tabs on your inventory.

If you rely on inventory to fulfill customer orders, you may be struggling with supply chain issues. As supply chains restart, their ramp-up to normal operations may take some time. It’s essential to communicate any foreseen issues with obtaining products. Customers may be disappointed, but they will appreciate knowing about product unavailability before they spend time and gas dollars driving to your location.

 

4. Express your empathy.

We’re all in this together! Communicate that you understand your customers’ frustrations about long wait times and extra rules. Remind them that you strive to provide the best service possible while taking the measures necessary to keep them safe.

 

5. Get feedback.

The best way to determine how comfortable your customers are with the changes in how your business is serving them is to ask them. Consider sending an email survey (through a tool such as SurveyMonkey). Or reach out to interview select customers by phone, Zoom, or a personal email.  The more you know about how your customers feel about doing business with you during these unprecedented times, the better able you will be to adjust to their needs and concerns.

 

6. Ask a SCORE Mentor for input.

As COVID-19 continues to challenge the small business community, SCORE mentors are available by phone, email, and video calls to offer feedback and guidance. Contact us today. Mentoring is free and can help your business survive and thrive.

Build Brand Evangelists

You launched your business and sales are starting to ignite.  It’s time to discover your brand evangelists.  These are your customer champions!  Motivated users who are passionate about your product or service.  Initiate these 5 steps to capture their memorable user experience:

Reach out to 2 new customers each day. Pick up the phone and make that call. Start by thanking them for their business. Show some love, because customer shelled out hard earned money to buy your product.  Ask what they liked best about your product.  Before customers buy from you they have to KNOW you.  Followed by LIKE and finally TRUST.  If you have fostered trust,  you have made a sale. Discover what led them to your product.

Gather meaningful feedback.  Identify precisely how your product has improved their life in big or small ways. Did you save them time, money, or provide a new experience that was a WOW? Tease those pearls of information from their lips to your ears.  How did they find you?  That is a critical insight to understand. If someone else spread the word you now have another person to call and thank.

Ask for any improvements.  This may seem like a risk, but maybe there is a tweak or two or three that you may have not considered important when you launched.  That  feedback is critical as you improve your product or service further down the line.  Passionate customers usually have a lot to share.  Start by asking what would make it better.  Listen, learn and adapt.

Ask for a testimonial.  When a customer is genuinely excited about your product, it is time to spread the word.  A word of mouth recommendation is the single best marketing gift you can receive.  Recommendations lead to customer engagement, which reinforces the positive image of your business.  More new leads, more new customers, and more referrals.  All because you published trusted testimonials on your website, and/or on your blog.  Social proof delivers the credibility,  and starts the KNOW, LIKE, TRUST cycle all over again.

Offer a small token of appreciation.  Thank your customer for their time and their endorsement. Offer up a small measure of happiness, a coupon towards a discount on a future purchase for example.  It’s not the monetary value, it’s the thought that counts.

Continue to engage with your evangelists.  That’s a how small business wins in a socially connected universe.

Successful Business Startup Questions

Starting a successful business requires much more than a great idea. Can you define your innovation in the market?

Most people start with a predefined idea in their head about what they want to sell.  The reality is the world may not be waiting for your product or service. Define what you will you do, what value will you create that makes you different from similar businesses?  Identify exactly what benefits you are delivering:  better service, more convenient location, innovative design, hands on training? The process to determine your product involves testing, searching and reacting to feedback provided by your target customers. Never assume you know what your customer wants. unless you have asked.  Invest time upfront asking questions to potential customers. Data driven decisions will beat guesswork every time.

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