Recreating Service-Heavy Experiences Digitally
Many stores use high-quality service to differentiate themselves from competitors. Covid-19 has forced many stores to close, leaving them unable to provide the same level of physical service for its consumers. This article details some practices that companies have used to offer the same caliber of service and maintain customer-employee relationships.
Maintaining Open Communication
Glow Recipe is a small business that has been maintaining excellent communication with its consumers. They have opened up communication lines both through video chat and online chat boxes, allowing their employees to continue offering the same expert advice that patrons usually receive in retail stores. Similarly, retailers that usually emphasize employees’ breadth and depth of knowledge can maintain the same standard of customer support by using digital forms of communication to give customers an opportunity to ask questions and receive professional guidance. In addition to virtual support, businesses in states that have allowed retail stores to resume operations could allow clients to schedule private appointments so that they feel safe from the coronavirus while still receiving a personalized experience.
Personal Deliveries
Businesses that serve a niche local market with previously established customer relationships can further strengthen customers’ brand loyalty by providing in-person deliveries. A key example of this is the sushi restaurant Sugarfish, whose front-of-the-house employees have been personally delivering the company’s orders to increase their (no-contact) interactions with patrons in the area. The sight of a familiar face during the quarantine season creates a comforting feeling and appeals to their sense of duty of supporting local businesses. The main goal is that the consumers’ feelings from the positive interaction will extend to the brand and last even after the pandemic.
Transcending Usual Business
During Covid-19, some high-service companies are taking advantage of disruptions in consumers’ lives to temporarily expand beyond their core services. Wedding ring seller Jared is enhancing its business and customer relations by hosting “virtual weddings” for customers whose big day was canceled. While servicing weddings this beyond the scope of their usual business, it is in line with their value proposition of providing romantic gestures. The platform is expected to serve over 1,000 couples, and Jared’s general manager William Brace explains that he “...believe[s] that connecting with customers, and developing relationships with them, will ultimately translate into business.” Other small businesses, like sports apparel, could also launch similar virtual events where customers use their products together. These events would leave a strong impression on attendees, keeping the companies and their value propositions at the top of consumers’ minds.
Sending Both General and Personalized Emails
Small businesses should first send out a general email notifying consumers of possible changes in operations and emphasizing their adherence to their values. The purpose of this contact is to allow customers to stay informed and engaged with the business. In a separate email, businesses with information about customers’ previous purchases can then send out personalized emails with items that the consumer would like to encourage online shopping. It is important to not push sales in the values-driven email, as they would detract from the genuineness and make the email part of the 14000% increase in spam exploiting the coronavirus. These are many consumer relationship management systems that can help small businesses easily maintain their communication with customers, such as Salesforce and Microsoft Dynamics 365.
Businesses can still provide strong customer service despite the closing of physical stores and the halt of in-person experiences. High-service actions such as personalized deliveries and video chat communication keep the business at the top of consumers’ minds and strengthen the loyalty consumers feel towards the company. During these trying times, it is key for small businesses to maintain customer relationships.
As a social impact initiative, Rem and Company also offers free consulting services and resources to small businesses and nonprofits impacted by COVID-19. Our pro-bono consulting teams provide small businesses with the opportunity to identify and prioritize issues facing their business, propose innovative strategies, and facilitate execution. If you are a small business or nonprofit in need of assistance, learn more about how we can help.