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Retailers must reinvent customer experience in post-Covid world

Jan 21
 
Tags: Accenture
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Retailers must reinvent customer experience in post-Covid...

Retailers need to implement a flexible customer service strategy in response to the changing environment as a result of the global coronavirus pandemic.

That is the opinion of Glen Hartman, senior managing director of Accenture Interactive North America, who spoke to Chain Store Age recently.

He highlighted the many ways that Covid has shifted the needs of the customer and how they will continue to evolve as the world emerges from the pandemic.

Mr Hartman said: “Customers have become used to a world where every interaction is radically different – how and what people buy, how and where they work, and how they interact with others. 

“Before the pandemic, brands could easily pinpoint or predict customers’ needs, but today customers have new, often unmet, and frequently changing needs that need to be addressed.”

Things were slowly changing in the retail world before it was affected by coronavirus, but big leaps forward have now occurred and it’s unlikely customers will want to go back to how they were before.

Brands must therefore embrace the radical changes in the retail space and ensure that interactions with customers are engaging, Mr Hartman explained.

He added that what is about to occur is an ‘experience renaissance’, where businesses have a unique opportunity to reimagine all areas of their operations and transform them for the better.

This rebirth must be led by CEOs who can communicate their vision of their company going forward to others down the hierarchical structure.

A recent study from Accenture found that almost 80 per cent of CEOs realise they need to fundamentally change how their businesses engage with customers and create value for them.

Going forward, brands must analyse customer pain points, innovate regularly to address them and sync tech, data and human agendas to optimise business efficiencies.

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