In the FT yesterday, novelist Arundhati Roy wrote:
Historically, pandemics have forced humans to break with the past and imagine their world anew. This one is no different. It is a portal, a gateway between one world and the next.
Roy was primarily talking about her native India, hoping that the mishandling of the pandemic by the country’s political leaders would become a portal to a better world. I know little of Indian politics, but my experience in American politics has left me less than hopeful that the end result of COVID-19 will be meaningful government change.
What is undeniable though is that consumers will change and force businesses to change with them. Something of this scale and duration will leave its mark, changing attitudes and behaviors long after it’s worst is behind us.
The challenge for businesses will be determining which consumer changes due to COVID-19 are temporary and which are permanent. Restaurants, who have quickly ramped up takeout and delivery, may find that consumers prefer this new way of doing things. Likewise for auto dealers who started picking up their customer’s vehicles and dropping them off after service.
What about telemedicine and other increases in video communication? Will consumers after the pandemic prefer talking to a nurse on Zoom rather than visiting a busy clinic surrounded by other sick people? How about the meeting with my financial advisor? Will I prefer Facetime to a drive across town, especially in the winter?
Consumers have changed in many obvious ways during the global pandemic. Which changes are likely to stay and which will go away once commerce starts flowing again?
Remember that today’s customer experience innovations become tomorrow’s baseline expectations. Start preparing for those expectations today.
