Face masks and other safety measures have now become required in all businesses all across the globe. There is no doubt, the safety of the customer is now in the spotlight of the business world. For restaurants, retailers, auto service repair shops, airlines, and more, safety has to be priority number one since lock down began.
The measures taken by businesses to adopt stringent safety measures, in line with Government guidance, has led to a different experience for your customers. The latest decision around face masks once again demonstrates the fears around a second spike of the virus where people congregate in enclosed spaces.
It is a very easy visible move that will impact each and every customer, yet there are also other ways businesses are keeping their customers safe. Safety, at least for now, has created a ‘new normal’ for many businesses and has become one way to differentiate your business from your competitors.
So, how can you gain a competitive advantage? The answer, it would appear, is to use safety measures to gain your customer’s trust as a new competitive advantage. In an independent survey of 2,000 consumers, it was uncovered just how important safety is to winning both the hearts and minds of shoppers.
The study found 66 percent of shoppers and diners said the safety measures, a business has in place to protect them against the spread of Covid-19, will determine whether they shop or eat at a particular restaurant or store. The pandemic has clearly heightened the emotions of customers and shifted their priorities in this new customer experience.
This new importance of safety will certainly affect the customer experience, particularly with customer loyalty. In fact, research found that 69 percent of shoppers would consider switching from their regular retail stores if the safety measures put in place did not meet their expectations. The loyalty landscape has definitely shifted for now.
Perhaps most alarming, is that when I have recently spoken with many of my client’s customers and consumers in general, almost half have felt the safety measures put in place by retailers, restaurants or supermarkets were inadequate, not consistent or poorly managed.
Safety measures need to be far more important as a way of gaining trust to make your customers feel protected. The challenge is that to gain trust of your customers, it has to be more than just wiping down shopping carts and touch point surfaces. Your customers might not believe your current safety measures in place will keep them safe from infection.
- Demonstrate, with a sense of urgency, at all times, that you truly care about your customers safety by being out in front of the customer experience.
- Talk to your customers, listen to their concerns and share what measures, as a business, you have implemented or changes you will be making to keep them safe.
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Your business has never been under scrutiny like this before, largely due to social media and its ability to share unfavorable stories instantaneously to a global audience. If you don’t offer your customers a peace of mind, you will lose them and they might not forget it or worse will tell others. Those businesses that succeed will put themselves in a stronger position to earn increased business as the economy begins to rebuild.
The ‘new normal’ has clearly redrawn the customer experience battleground in the fight for customer loyalty. But for many businesses and retailers like yours, that pathway to success is a clear one; put your customers at ease and the result will be Magical! Need Help! Contact John Today!