How to Embrace the Customer Journey Today and After COVID-19

Humans are creatures of habit. We know change is inevitable, but we typically take time to adjust to new ways of working and doing things. When evolution happens, we prefer it to be well-planned and organized.

The behavior changes imposed by the COVID-19 pandemic from late 2019 into 2020 – social distancing, quarantines and facility closures – impacted our lives and the world’s economy at a rapid rate. The implications of the outbreak have been called “novel,” “unprecedented,” and “drastic,” leaving little time for proactive planning. Yet, through it all, we continue to engage with one another, shop, and consume media. We’re just doing it differently.

Customer buying behavior is going digital

For most of us, our livelihood depends on our customers needing and purchasing the hard or soft products we sell. Because limitations on mobility and face-to-face personal interaction have redirected buyers online, electronic presence and outreach to consumers is now essential.

As consumers become used to using digital services for almost all of their needs, it will be natural for them to develop new purchasing habits and continue to buy online after the pandemic is over. Companies that are taking an innovative and agile approach to reaching their customers are navigating the crisis more effectively and developing options to address new needs. For example, businesses are weathering the storm by offering online versions of their services - I've seen everything from fitness training to music lessons to virtual doctor appointments!

The faster a business can shift its services online, and the more creative those services are, will be keys to success in the future.

Look to China, the first country affected by the pandemic, for examples of innovative solutions that limited physical contact ranging from robots and autonomous vehicles providing contactless delivery services across the country to unmanned grocery stores opening inside hospitals.

Invest in SEO and analytics to maximize your online presence

Because COVID-19 is forcing shoppers to shift their buying habits, it’s important to invest in search engine optimization (SEO) efforts and remain visible in search results. Make sure Google Search Console is properly verified with your domain in order to view which queries users typed into Google to find your website, as well as topics and keywords you're ranking for. Leveraging Google can show you if visitors are discovering your site because they're using one of your existing products in a new way, as well as which products and services are most relevant to your audience right now.

In addition to search, it’s important to measure current opportunities for your business using Google Analytics. By comparing some of the most commonly used metrics to year-over-year metrics, you can quickly see if interest in your brand, product or service is being affected by COVID-19.

Comparing year-over-year data also will help you assess if any current uptick is comparable to tax refund season last year, the seasonal weather change or other annual events that tend to have an influence on your business. Some of those quick metrics include:

• Number of sessions

• Number of page views

• Average session duration

If you've connected your Google Search Console to your analytics, you'll be able to access additional information. In addition to the search queries, look at in-market segments. These will tell you, based on other website visits and searches, what products and services Google thinks people are shopping for during the same time window they are visiting your site. Increases in segments that might be related to your brand indicate you should continue reinforcing your messaging. Decreases indicate a need to reassess your strategy in a way that helps your brand add more value to today’s conversations.

Understand your competition

Lastly, it’s always smart to research your primary competitors to understand how they’re operating, communicating with customers, and reshaping their sales strategies in the midst of the pandemic. Through competitive research, you can quickly identify industry trends and adapt to your competitors’ campaigns, if it makes sense for your business.

At the very least, you should know who your primary competitors are, examine their websites and market positioning (including their social media and reviews), and understand their pricing. Keep in mind that a number of governments across the world, including in the United States, have made adjustments to the enforcement of certain competition laws and enacted strict guidance on collaboration among competitors in various sectors so their prices don’t become prohibitive.

So what’s next?

The long-term impact of the pandemic on new customer behaviors and initiatives remains to be seen, but the customer journey likely won’t return to what we remember.

We can expect that going forward, the customer journey will become even more complex, as their choice of paths has increased. Digital interactions will likely remain at the forefront, as many consumers adopted and became more comfortable with online shopping while they were sheltering in place.

How have your customers' expectations and experiences changed in the midst of the pandemic? Do they have new key performance indicators? For help with reorganizing your strategy and execution around this new axis, contact me here. I'm looking forward to hearing from you.