Why are government offices putting up plexiglass between their staff and their customers? Why is restaurant takeout being done in such a way that is contactless and yet still fosters engagement between the employee and customer? Why have so many traditionally onsite businesses converted to delivery businesses?
The answer is obvious. But I want to look at a different answer that is a little bit deeper. Particularly as we are transitioning back into reopening many of our businesses, a lot of these changes are not changes in the product or service itself. They are changes in how the product is delivered. They are changes in the experience the customer has with the organization. They are changes in how that experience looks and feels when the customer comes to our facilities and locations.
And we are making these changes not just to adhere to governmental regulations and not just to address new organizational policies.
We are making these changes so that our customers are comfortable and confident. We want our customers, after experiencing this new way of doing business with us, to have confidence enough in our ability to deliver that product or service that they are willing to come back.
In other words, we’re doing this to create the comfort and confidence that leads to repeat business.
So, even though we are changing our operations to adhere to regulations and policies, start transitioning to a slightly higher-level set of questions. When you are thinking of how to transform your customer experience, ask: How can you make an experience that will create more comfort for the customer? How can you create communications around the experience that make the customer more confident?
As you begin to make these changes, focus on the comfort and confidence that your customer will walk away with, and you will – in the end – focus on the things that are going to drive repeat business.
Design for customer comfort and confidence.