Customer Relationships Post-Covid

It may be a bit optimistic to talk about a “Post-Covid” era, but at TLF Research we often find many similarities in our benchmarking between Customer Experience research in Australia and the UK, so we found this report from Vendigital in the UK on the importance of optimising customer relationships interesting.

Most of our clients at TLF Research around the world have continued to survey customers throughout 2020 and 2021, understanding that they need (more than ever) to know what matters to them.

Vendigital’s research with 151 UK C-Suite executives reveals how businesses are adapting to changes in customer demand and behaviours.

54% believe that their customer relationships have grown stronger during this difficult time, mainly because they have made an effort to adapt their operating models to reflect changes in customer demand and behaviour. 21% think that customer relationships are weaker, mainly because of reduced face-to-face contact.

According to the survey, the biggest changes to customer behaviour during the pandemic are:

• Increased demand for a specific product or service

• Increased customer anxiety

• More online business activity

• Greater emphasis on reliability and safety

• Shedding customers, due to travel restrictions and other operational disruption.

Businesses have to continue to innovate and adapt to meet the needs of their customers. According to the research, 87% said that this will be key to their survival in the year ahead, even though it has become more difficult with an increased risk of supply chain disruption, pandemic-related uncertainty and ongoing market and geopolitical uncertainty.

Whatever the future may hold, maintaining close relationships with customers is vital. That’s the best way to make sure that you’re in a position to understand and meet their changing needs.

TLF’s next edition of Customer Insight Magazine will be including more details from the report, so keep your eyes peeled. You can register for a free subscription.

This article was contributed by Rob MacDougall, CEO of TLF Research Australia.

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