FEATURE
THE CUSTOMER JOURNEY HAS CHANGED
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ell, the last few months have been a frantic roller coaster ride for the entire globe with brands going in a frenzy, having no or little control to salvage Kabir M. Malkani their sales as the pandemic has Assistant GM – Marketing created a large vacuum in generating Shopping Malls LALS Group any sort of remuneration. With the complete disruption in sales due to the restrictions in movement; business heads, sales teams, and marketers are trying to find an acceptable equilibrium in sales by continuously devising new strategies to reclaim their almost lost trade. A key factor that will aid organizations to recoup from this unexpected and indefinite situation lies in deciphering and understanding the NEW CUSTOMER JOURNEY and identifying what alterations will comply with the new normal and reduce customer friction. Will the customer journey continue to change? That depends on how soon the vaccine is created and manufactured for use in the market and also on the ease of movements and health and safety provisions. Customer civic sense will play an important role in seizing this change. The longer it takes for the vaccine, the stronger will be the new habits etched into customers’ minds. Customer preferences are not, and never have been, singular. They solely shop as per their comfort and convenience. What captivates and
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entices them is not only the in-store experience but the ease of the route laid down to reach the product. How well the route is laid will define whether the customer continues to embrace the brand beyond the pandemic. Hence, companies must ascertain and determine where and how they can connect with their loyal customers during this period in ways that are most suitable to them. Here, Omnichannel marketing will play a key role in achieving this memorable experience, and this is attainable only through the existence of a retail store! Though the role of the store will change!
What truly makes for a good experience? Speed. Convenience. Consistency. Friendliness. And one big connector: human touch—that is, creating real connections by making technology feel more human and giving employees what they need to create better customer experiences. Source: pwc.com/future-of-cx
