Feedback – and especially real-time feedback at the moment of experience – is going to be more important than ever in a time when new customer needs, emotions and behaviors are changing and evolving day by day.
As customers start to travel, shop and visit high-traffic locations once again, there is undoubtedly an increased focus on expectations around customer experience. Indeed, Covid-19 has dramatically shaken up the customer-facing industry, with airports, stores, hospitals, hotels and businesses of all types under pressure to capture and address customer experience issues in real-time – and most importantly – in a contactless manner.
Feedback devices have existed for years in busy areas like airports. However, when Covid-19 hit, companies instantly encountered new, unforeseen customer experience challenges. Innovation was needed fast to ensure customers could give feedback effectively and safely both during and after the pandemic.
Touchless feedback makes perfect sense to us. Feedback – and especially real-time feedback at the moment of experience – is going to be more important than ever in a time when new customer needs, emotions and behaviors are changing and evolving day by day.
Businesses will be experimenting with new operations like curbside pickup, new boarding procedures, staggered store entries and new ordering and pickup experiences. They will need to know quickly what’s working and what’s not, and they need to adjust right then and there – not after analyzing two months of data.
Real-time feedback is essential if you’re going to adapt to the new normal. You’ve got to provide a new level of comfort, above and beyond that of your competitors. You’ve got to give your customers more control over their environment and let them choose more directly what they want and when they want it. Above all, you’ve got to get these experiences right with speed, treating customer experience like agile software development; designing, learning, adjusting and iterating.
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This post was written by Forrester Chief Business Technology Officer Steve Peltzman and it appeared here.