The world has changed forever.
A death and rebirth process has taken place right before our very eyes. The death of the ‘old’ operating systems in business, education, health and society (the breaking down of structures that are no longer relevant) has given way to the birth of ‘new’ systems such as working from home, social distancing, home schooling and online shopping, all of which require a new level of learning and adaptability—fast.
As we reset and reform, we have had to get back to basics, and the 101s of daily life and business— the fundamentals—have changed.
- The 101 of grocery shopping is to first use hand sanitiser and, in some cases, wear a mask.
- The 101 of meeting someone socially for the first time is to give them an elbow tap instead of a handshake.
- The 101 of standing in a queue is to be spaced 1.5 meters apart.The 101 of scheduling a business meeting is to set up a Zoom conference.
So, what are the 101s of service during 2020?
Responding to the 101s of service from the head
For many industries, much of their service rules, procedures and systems are changing in response to new 101s and the increased digitally savvy customer in a socially distanced society.
I would imagine most companies are responding to the new fundamentals of service from their head, after all, that is what society has conditioned us to do: make it safe, make it convenient, and make it competitively priced.
But the head is only half of the human response needed for change.
Responding to the 101s of service from the heart
I am deeply curious about the changes in service driven from the heart.
What are people’s expectations with human-to-human interactions now? What are the fundamentals needed for trust and confidence in brands? How do we create greater social bonds between employee and customer? How do staff connect with customers more deeply so that loyalty runs deep?
How you strategise, invest, plan, train, communicate and market to customers right now needs a balance of head and heart. When one of those elements is missing, you will find that relationships with customers fracture easily, or at the very least, are more vulnerable.
Here are a few things to consider when getting back to basics in service.
The best customer experiences most of us have had in life (the most positive and memorable interactions with any brand) were the unexpected moments that made you feel special; they were the moments that talked to your head and touched your heart.
So much has changed in the world. And yet, the level of emotional connection people are looking for when they choose a brand remains the same.