There are very few businesses who have not been disrupted or forced to switch up their strategy in some way, as a result of COVID-19. The significant break that hospitality and retail businesses across the UK have had to take from their physical operations has been damaging in the short term but has also carved out space to strategise for the long term. And whether consciously or unconsciously, it has resulted in many businesses adopting a customer-centric approach to encourage consumers back to their physical location. The needs of the customer are truly back at the centre of every business decision as there is an increased focus on adjusting to make them feel safe. This article takes a look at how continuing this customer-centric mind frame can drive great results for newly re-opened hospitality and retail businesses.
Continue to reflect
Once the work has been done to place the customer at the heart of business decisions, it’s important to ensure they remain there and don’t float back to the peripheries. In order to achieve this, continue to observe and reflect upon the behavioural patterns of customers and adjust accordingly. For example, if you notice a hesitancy amongst customers to queue up inside to pay for their purchase, consider using mobile POS terminals that allow you to come to them directly. Having a physical presence, like a shop or café, provides you with the opportunity to engage with customers directly and listen to any suggestions or concerns they may have. Maintaining the customer-centric approach that COVID-19 has encouraged more business owners to adopt, is much more efficient than taking a reactive response to changes in consumer behaviour.
Build connections with customers
Excellent customer service is paramount when welcoming customers back. Regardless of your business type, your primary goal should be to create a space that your customers feel safe and comfortable in. Clearly indicating any guidelines or restrictions that may be in place is an effective way of putting customers at ease and ensuring that processes run smoothly. Visible signage and dedicated staff members who help make sure that guidelines are adhered to are good first steps for meeting the requirements of your customers.
A customer-centric approach extends beyond physical encounters and you need to plan around each step of the purchase journey and beyond to satisfy. This could consist of virtual customer support to answer any queries or having a solid
refund and returns policy if you’re a retailer. By catering to their needs at every possible touchpoint you will organically be creating a customer-centric company philosophy, increasing customer loyalty and generating more revenue as a result.
Understand payment preferences
The way that consumers want to pay is changing and it’s important to stay abreast of the shifting tides. With the virus still a threat, businesses need to offer payment methods that not only keep their customers happy but also safe. Contactless is a popular option and simple to execute if you have NFC-enabled
POS terminals, however, there are other options. If you have a bar or restaurant and the development capability, you could implement an app-based system which allows customers to order and pay via their own device. Not only does this reduce physical contact, but it creates the opportunity to offer a range of digital payment methods that could appeal to your audience. More information about adapting to changing payment habits can be found in
our recent article.
Concluding thoughts
Reframing your business to be more customer-centric may seem like a challenge, but you’ve likely done more of the work than you realise. For smaller businesses especially, it can be intuitive to centre your behaviour around the needs of the customer who may be right in front of you. However, it’s about applying this mind frame to every corner of your business and acknowledging that it will always be an ongoing process.
Chat to one of our experts to find out how we can make your payment offering more customer-centric.