This is a guest post from Divya Bhat, Marketing Generalist & Content Strategist at Apty.

The impact of the pandemic on global businesses – large & small has been so severe that nobody has had it easy. While the slightly more fortunate ones have had to deal with business continuity-related issues, the less fortunate ones are struggling just to stay afloat. And it might not come as a shocker that Customer Experience is among the worst-hit departments. What was relevant yesterday, does not apply today and everyday comes with a new set of challenges that nobody would have foreseen.

But despite the grim actualities, this is a good time to step back and use this as an opportunity to redefine Customer Experience. Considering that the pandemic has affected every one of us even at an individual level, the nuances of Customer Experience basics will see a shift. And it is wise to use this time to reposition your CX 101s. If you are not sure of where to begin, here are 5 ways you can get started with owning your CX strategy to take the new normal by its horns.

1. Redefine your relationship one day at a time

You may often hear Customer Experience experts say that it is always better to be proactive in CX than reactive. And it is true. When you offer your customers something even before they realize they need it, it is the best. But now is not the time to be rigid with our approach.

It is impossible to anticipate certain glitches, especially when everything around you already seems dire. Make peace with the fact that there will be days when proactive CX saves the day but there will also be times when you might have to be reactive. And they are both ok.

Make room for some flexibility in your strategy, which is the need of the hour. With economies and businesses struggling to make ends meet, you will have to factor in several variables, now. So, have a long-tern strategy but be willing to take it by the day. At least until we know for sure, what the new normal really means in our own business contexts.

2. The need for feedback is higher than ever now

While it is true that you might want to take each day as it comes, some things remain constant. Like asking your customers for their valuable feedback on how well they think you’re catering to them. And this is important now, more than ever, because despite the catastrophe that this year was, your relationship with your customers does not change. And keeping them engaged is still on you.

So, throw open the stage for them to continue giving you their feedback. But don’t expect your customers to be excited to get in touch with you.

Statistics show that the average company saw the percentage of calls scored as ‘difficult’ increase by more than 100%.

But feedback is not sought for just the good and positive ones. You need the detractors and passives just as much as you need the promoters. Because every feedback gives you the opportunity to go back and fix an issue, making you better each time. So, even though it may be tempting to not have to answer your irate customers, make sure you open the gates of communication and feedback because it is still a crucial part of CX.

3. Sincerity & solidarity are the keys to continued loyalty

We’ve seen the importance of being open for feedback, but what is also crucial at a time like this is to express solidarity. This has not been easy on any of us, and so just receiving a note from a brand that extends sincere solidarity can mean the world.

No matter what type of business you are into, find a way to communicate with your customers how you are with them through this and you wish them the best. You could make it fun, heartfelt, creative, or direct. The idea is not to remind them that you need their transaction. The idea is to remind them that you value their association with your brand enough to wish them well at a time when the entire world is going through a pandemic.

Let’s also get real and face the fact that customers can tell the difference between a sincere wish and one that has been sent out just because everyone is doing it. So, put some effort into connecting with your customers at a more human level. Sincere solidarity is what we all need during times of crisis, isn’t it?

4. Be empathetic, but also practical in your approach

Empathy is Customer Experience is as important as persuasion in Sales or Creativity in Marketing. In fact, empathy is the difference between a customer experience and a chatbot that triggers predefined ‘if this, then that’ responses. And as CX professionals you’ve probably heard enough of how important it is to listen, empathize and respond.

But it is essential to remember that being empathetic does not mean being reckless or romantic with your approach. Being practical is just as important as being empathetic and they are not mutually exclusive. While it is awesome to want to ‘wow’ your customers from time to time, ask yourself how practical it is now.

Normally, you may have had the luxury of occasionally stepping out of the box to satisfy a customer. Now, however, with things being as unstable as they are, it is ok to be practical. It is wise to acknowledge your mistake and commit to a practical deadline to fix the issue, when you face an irate customer or a harsh, negative feedback.

5. Do not make promises you cannot deliver on

One of the easiest ways to taste customer churn is to promise your customers something you cannot deliver on. Recognize that customers today are more tech-savvy, intelligent and educated than ever before in the history of modern businesses. That is as much a boon to you as it can be a bane In this context, if you commit to something and fail to act on it, your customers will be quick to take their business elsewhere.

And this is not a time to willingly let go of customers. Of course, you don’t ever want to do that, but now more than ever, you need your customers to be loyal. So be very transparent in your commitments and deliver on everything that you promise to. Make sure you provide a seamless journey across all touchpoints, and make sure your customer experience is consistent across all touch points. Leave no room for misinterpretations or confusions which could cost you a customer.

We may not have everything figured out just yet, but we do know that the show must go on. So, while we become more aware of and ready for the new normal, let’s get these five strategies in place to help us set the right expectations and provide our customers with the experience they deserve. After all, retaining a customer is 7x cheaper than acquiring a new one!

This is a guest post from Divya Bhat, Marketing Generalist & Content Strategist at Apty.

Author Bio:

Divya Bhat works at Apty as the Marketing Generalist & Content Strategist and has years of experience in Customer and Employee Experience. She loves reading about all things Technology and writing about how it can help make lives easier. With her journalistic background and penchant for languages, her curiosity to learn is ever evolving.

Image by Prashant Sharma from Pixabay