Communication for good customer
experience then becomes the grease
that oils all your strategies to execute
your new model during a pandemic. The
communication must be authentic and
factual. If you cannot deliver, state as
much instead of giving false information.
Keep records and work with data that is
versatile due to the changing needs. You
must align to the new business model
and understand you are in a changing
world and may not be as efficient as you
were before. Tell your customers what
you are capable of doing under the new
circumstances not the past performance.
Take time to review the global trends to
ensure that you are not making assumptions
or on the other hand overstating solutions
only viable for a different market.
Understand your customer behavior and
use appropriate communication styles
befitting your market and culture.
Above all, it’s imperative to remember that
the fundamentals of customer experience
remain the same at any given time. In-
fact as a supplier of products or service,
the customer remains the driver of the
It is key to under-
stand that you must
now more than ever
before focus on your
employee. Set up a
crisis team to manage
the customer experi-
ence but first ensure
that your team is psy-
chologically aware of
the pandemic risks
and your overt con-
cern for them and
their families. Safety
should be a key driv-
er of the process be-
cause you need buy-
in from those serving
the customers.
process when it comes to creating their
expectations and you must work tirelessly
to manage their perceptions and attitude
towards your brand. Focus on keeping the
loyalty that you have created over time
and this will earn you room to make some
mistakes given the unique circumstances.
Overall, as a customer experience
champion, you must lead from the
forefront and ensure that the organization
creates a face of humanity in a sea of
chaos and uncertainty. Brands which
continuously create good customer
experience will be kept afloat by customers
who are emotionally attached to them.
You can only earn this through adapting
to changing times and getting the best out
of the relationships you create, but safety
first!
Pauline Warui is the Founder of
East Africa Customer Care Centre.
You can commune with her on this
or related matters via email at:
[email protected].