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Learn moreAt Cognizant, we help our clients do what others can’t—operate with human insight, but at superhuman speed. So they get ahead. And stay ahead.
Learn moreAt Cognizant, we help our clients do what others can’t—operate with human insight, but at superhuman speed. So they get ahead. And stay ahead.
Learn moreHelping organizations engage people and uncover insight from data to shape the products, services and experiences they offer
Learn moreHow unlocking sustainability propels benefits that exceed expectations
Learn moreAt Cognizant, we help our clients do what others can’t—operate with human insight, but at superhuman speed. So they get ahead. And stay ahead.
Learn moreAt Cognizant, we help our clients do what others can’t—operate with human insight, but at superhuman speed. So they get ahead. And stay ahead.
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2020-04-21
Due to COVID-19, the retail customer experience is undergoing a complete makeover. Here’s where brands should focus as they wisely revamp their experiences to reflect what consumers value most today and may seek in a post-pandemic world.
Social distancing was a virtually unknown expression until recently. Today it’s a critical prevention strategy for people around the globe. As social distancing becomes a more embedded cultural norm and as consumers seek ensured hygiene, health, security and trust, how retailers and brands amend their customer experiences today will have implications on future loyalty-building and growth efforts.
Retailers and brands now must shift their experiences to what consumers will value most in a post COVID-19 world. In retail and in other consumer-facing businesses, customer experience is often measured as the sum of the collective experiences it delivers to customers. Responses to new pandemic-ingrained behaviors add important new elements to this collection.
Traditional customer engagement strategies are based on the premise that consumers seek more than just products — they desire immersive experiences, personalized services and rich interactions. While meeting these needs can be achieved effectively with technology in the online world, merging digital and physical worlds into a “phygital” construct (moving closer to the desired “nirvana” omnichannel state) requires increased human intervention in one form or another. We see evidence of this in recent examples:
However, in the new world of social distancing, these types of experiences are no longer possible or of value to shoppers. But will these practices return in a post COVID-19 world? At some time, things may seem to go back to normal, but some COVID-19 behaviors may stick permanently or linger well beyond the pandemic.
It’s uncertain what lasting changes to consumer behaviors COVID-19 will leave in its wake. Whatever the impact, retailers and brands should rethink their customer experience in the age of social distancing. Here are a few experience-oriented value propositions on which they should focus strategies for the new reality and beyond.
While upheaval causes disruption, it also creates opportunity. Now is the time to rethink the customer experience and revamp strategies for customer acquisition, customer engagement and fulfilment. It’s critical to understand changing human preferences, rethink customer journey maps, redefine “good and bad friction” in the buying experience, and redesign products, services and solutions to meet new expectations.
This article was written by Girish Dhaneshwar, an Associate Vice President and Consulting Lead for Cognizant’s Retail, Consumer Goods, Travel & Hospitality Practice.
For more information, visit the Retail section of our website or contact us. For more COVID-19 pandemic insights, visit our COVID-19 response page.
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