07 May 2020
Author: Steve Bleh
In every category, there’s a baseline level of competence that customers expect. But long-term brand success depends on the consumer preferring not just your product, but the experience of doing business with you. If the food is perfect, but the atmosphere is unattractive, diners won’t come back. If your service is efficient but your technicians are sloppy, nobody wants them back in their home. If your product is a great value but the cashier is rude, shoppers will take their business somewhere else. Exceeding those expectations is what fosters long-term customer loyalty. And that’s harder than ever in a socially distanced world. It’s not like front-line employees aren’t already going above and beyond the call. But even a slight added value in the customer experience can make a difference. You may have noticed this in action already. Some restaurants not traditionally in the carryout business have been forced to earn their chops in a hurry and it’s clear who gets it. It’s impossible to replicate a fine dining experience in a drive-thru window, no matter how well prepared and packaged the food is. But by making the experience of picking up the order more pleasant, or adding a small surprise to the unpacking at home, brands are giving their customers another reason to come back. And, ideally, even a positive story to share. In-home service providers naturally are taking extra precautions to protect their providers and the families they serve. Some of these changes are obvious, but not all. By making the extra time and effort apparent—sharing a checklist or sending a pre-call email, for example—brands can gain the lasting trust of homeowners that builds repeat business and referrals. One of the greatest business casualties of COVID-19 social distancing may be the one asset that’s hardest to replace. Even for businesses who continue to operate during stay-at-home orders, the customer experience has been changed dramatically. This is a tremendous opportunity for brands to invest in experience, while brands that miss the opportunity could be nudged toward commoditization. Or worse. This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.