How The Customer Journey Has Changed?

Nearly 2 years of lockdown, stay at home, work from home has encouraged people to stay in more and go out less. This has had a huge impact on people’s lifestyles, and eventually the customer journey has changed. More people are now habituated to the convenience of digital shopping, and are less interested in person interactions.

It has also changed the customer experience as people obtain the things they need by using different digital channels now. Brands that want to flourish have no choice but to keep a finger on the pulse of the customer journey and react to changes promptly.

Businesses need to start adapting to these changes, otherwise they risk losing loyalty and sales.

6 Ways The Customer Journey Has Changed

1. Focusing on necessities first‍

Crisis causes people to focus on the necessities of food, healthcare products and cleaning products. They may still want extra things, but not until they’ve taken care of the basic necessities first. Marketing techniques that were once useful may no longer be, and may come across as tone-deaf. Businesses must understand current customer priorities and customize their messages accordingly.

2. Learning to explore ‍

The customer journey begins with the awareness stage, so you need to make it simple and easy for people to find your products. By convention, customers become aware of your product from advertisements or PR presented through television, radio, newspaper, and magazines. Then they could buy the exact brand in-store after consulting with friends, colleagues and family.

With the rise of the internet, the way customers become aware of the product has changed completely. There are many channels to discover and research products, including search engines, social media and review sites to name a few. This way customers expose themselves to new channels and learn to explore instead of just trusting on one source.‍

3. Looking for ways to minimize risk‍

The days of popping out to the store to pick up a few items are gone as more customers understand the seriousness of exposure to various diseases. They prefer to stay safe without taking unnecessary health risks. Between 2020 and 2021, contactless transactions grew by 30%. That means that customers are considering safe home deliveries for all kinds of products. Brands should provide various safe home delivery options and no-contact service to their buyers. This will serve the dual purpose of enhancing customer experience and improving brand reputation at the same time.

‍4. Taking the digital path ‍

The modern customer journey as we now call it, is less linear than the traditional customer journey. Customers are now more likely to discover new brands during the research stage of their journey.

Taking the digital path has another unique feature-  that is, communications now go both ways. With just a couple of clicks, your customers will be able to get any information about your industry, brand, or products. They can also get second opinions by many review sites and, ratings and FAQs on websites, social media or marketplace listings.

5. Anticipating interruptions and delays

As people are spending more time at home, they learn to anticipate a different customer experience than they had before. While customers’ understanding of interruptions and delays is good, it doesn’t mean brands can be careless about supply chains and delivery. Your customers may be understanding but are also aware of their alternatives.

6. Data privacy is a bigger priority

More digital, self-service touchpoints and no-contact deliveries all offer great benefits. However, since the entire process takes place online, consumers are more focused on data privacy.59% of customers say that they have become more protective of their data privacy over the past 6 months. Some customers also say providing data privacy impacts their level of trust in that brand.

With customers looking for more safe digital experiences, businesses need to go the extra mile to assure customers that their data is safe when they are signing up on your website, making a purchase, or sharing personal information in order to use a service.

‍Bottom line

The customer journey has changed. Businesses need to think of all touch points to enhance the customer experience and retain their customers. Getting the balance between keeping your customers informed and overloading them is a challenge, but it is crucial to shaping the customer journey and optimizing the customer experience.