How to improve customer relationships while working remotely
Can you improve customer relationships while working remotely? Absolutely. Learn how to build a better customer experience, no matter where you are.
The COVID-19 crisis sent shockwaves through the Australian business landscape as staff transitioned into work-from-home arrangements and customers flocked towards online retailers. Here’s how you can ensure your customer relationships strengthen and grow in value during this new era of digitisation.
Conducting customer surveys is always useful, but in challenging times like these, they may not be enough. It could pay to be a little more proactive and look for opportunities to engage with your customers, directly. Make yourself available via voice, video call and live chat, or, if you have time, by sparking conversation or going live on social media.
Listen to what they say and embrace both positive and negative, then use it to recalibrate your customer experience. While it’s important to focus on core activities that can help keep the business running, it’s also easy to forget that customers are the lifeblood of the business, so make sure they feel included in your decision-making.
With a number of physical distancing restrictions still in place, many customers are likely experiencing stressful lifestyle changes, such as reduced social activity and working from home. These changes mean certain elements of your customer experience that may have been relevant just a few weeks or months ago may no longer be applicable. But it also means there may be an opportunity to make their lives a little bit easier and less stressful.
Review the experiences you are offering. How can you make their path to purchase easier and more valuable? A good way to assess this is with a customer journey map. It can help highlight communication gaps and roadblocks customers face during each interaction with your business. This can help you to remove friction points and uncover opportunities to help them and win their trust.
Many businesses have had to hit the fast-forward button on digital transformation, as face-to-face interactions take a back seat. But it’s often not enough to simply redirect customers to a website. To help you remain digitally connected with customers during periods of social distancing, it’s important to entice them with intuitive and practical online experiences. Consider:
At the end of the day, technology is here to help you achieve your goals, so it’s also important to be sensitive to what each customer is thinking and feeling – especially if you’re offering personalised experiences.
Keep in mind that your staff face uncertainty and anxiety as well. If not managed appropriately, working from home can create a sense of disconnection from colleagues and the business.
Whether they are frontline sales staff or IT staff supporting the business, you should do your best to check in on your employees regularly. Tools like Zoom and Microsoft® Teams which allow you to catch up by video and choose a space where you can have an informal and confidential one-to-one can be a great asset during this time.
Thanks to digitisation, your customer experience doesn’t have to suffer in times of physical distancing. However, a good customer experience is a two-way street and nothing can replace real customer relationships.
This article is a general overview and should be used as a guide only. We recommend that you seek independent professional advice about your specific circumstances before acting.