In working closely with our clients we’ve seen that many activities that once fell into the someday/maybe priority list are now critical. Trading in troubled times has brought into sharp relief the need for defining processes and customer journeys to deliver real value. This is more important now than ever before.
The role of the website has moved from being a simple placeholder to being a strategic platform for business. Critically, it along with outbound email campaigns and social media form a platform where business communicates and touches existing and new audiences. Communicating with clients on the platform they prefer is especially relevant in today’s environment, where the boundaries between work and home are progressively blurred.
The move to increased purchasing over the web has exploded during the lockdown. While retailers like Myers have closed their physical doors, they have also reshaped their customer service model as web buying has shot through the roof.
Meeting formats will change as the population becomes more used to video or phone conferences, reducing the desire or need to travel. More and more businesses will examine how they use the office and change to a flexible working environment as the reality of working home works gains traction.
As we move further toward models of business interaction that are less about face to face and more about remote interaction, understanding the customer journey and how clients and prospects are making their decisions will be the difference between a business that thrives as opposed to one that merely survives, or worse. Clients are making decisions from a different head-space, so it’s time to re-examine the customer’s decision making journey and identify gaps in how we serve them.