Customer Journey in the Time of (Post) Covid?

We're hearing about more COVID-19 cases. Social distancing requirements are changing. And customers have different expectations, somethey are not afraid of anything', so they don't care about safety rules. Others, on the contrary, keep their distance, look for liquid soap and gloves at the store entrance, and expect safe shopping. Sometimes we hear about situations where someone points out the issue of social distancing to bystanders in stores or on public transport.

How do retail chains approach this? Do they only adhere to formal guidelines, or do they listen to the customer's voice, or perhaps develop their own solutions? Our observations show that chains approach this issue very differently. They don't always create a good customer experience. Here are a few examples:

🛒 A large nationwide chain of grocery storesA store employee without a mask. Customers look on in surprise. But what should they do? Report a concern, ask the store manager? Or perhaps we should even encourage customers to report it themselves if certain standards are not being met?

🚌 Public transport. A passenger without a mask gets in. The driver stops the vehicle and tries to enforce the wearing of a mask. Good, because he's showing concern for his fellow passengers. But the passenger persists and asks why he's required to wear a mask. The driver, however, can't explain this. The company should support drivers with information for both customers and employees.

⛽ Chain gas station on the expressway. No gloves at the fuel pump. The staff inside were busy with themselves. When asked "The gloves are out"The staff nods and continues to work on their phones. All they had to do was go out and at least allow each customer to disinfect their hands before touching the dispenser.

🛍 By contrast – chain of clothing and industrial stores – At the entrance, an employee wearing a face shield provides disinfectant to each customer. After the customer leaves, they disinfect the basket and handle. Only then do they make them available to new customers.

Which store do you think customers feel safer in?rituals' Do these guidelines, or their absence, create a sense of security? These are just examples. However, they clearly demonstrate that formal guidelines are not enough.

Based on solutions regarding service standards and building customer experience, it is necessary to act coherently in the following areas.

✅ Knowledge
Accurately identifying customer concerns. Defining what customers are afraid of. (not us), identifying the most important areas. Customers are diverse, but it's important to consider even their often conflicting needs. Then, communicate these needs to employees, but also identify ways to meet them. So they know how to appropriately respond to customer concerns.

✅ Technical means
Providing all technical means. Providing stores/service points with constant access to all supplies (fluids, gloves, masks) along with training on how to use them. And most importantly, what to do when they run out? Serve customers, find a replacement, or stop sales? Our customer service experience shows that if we don't provide clear guidelines, employees will do what they think is best. That's when the drama begins.

✅ Teaching
Training employees on difficult questions and situations, because, as you can see, they're popping up. A set of questions and answers for employees with constant access might be useful here. Continuous updating is essential.

✅ Solutions
Clearly informing customers about the company's policy in difficult situations. This ensures that every employee is fully aware of what customers may request. For example, does a customer who points out another customer is not wearing a mask have the right to request staff intervention?

✅ Monitoring
Constant monitoring of staff in terms of behavior, also related to COVID, e.g..: in the form of mystery shopper studies or customer reviews. This is a necessary practice. Without it, we can actually close our eyes and believe everything is fine.

For each of these points, there are proven solutions worth using: customer needs research, microlearning, service standards, mystery shopper research.

The situation will continue to change, and each customer must be provided not only with formal security but also with the best possible service experience. This ensures that customers not only have a safe but also enjoyable shopping experience.