ENFORCE YOUR COVID-19 POLICIES (WITH LOVE)
Colm’s point of view: You have promised to keep customers like me safe. But how do you plan to deliver on that promise? What if another customer refuses to wear a mask or goes the wrong way down a newly one-way aisle? I’m worried about others not following the guidelines and wonder whether a trip to the store is worth it. And, I know I am not alone—findings from a recent ABC News/Ipsos poll data corroborate the notion that people are staying home despite officials saying it is no longer required.
Graphic courtesy of Ipsos.com
The solution: Enforcement only happens when the public knows what they need to do and why they need to do it. To that, we would add the tenet of “what’s-in-it-for-me” (WIFM). For instance, provide messaging around limited exposure to others, improved traffic flows, and minimal wait times, all of which resonate well with customers. Each organization has a unique set of WIFMs, so identify what those are for your customers and anchor your enforcement messaging around self-interest.
IMPLEMENT CONTACTLESS SERVICE DELIVERY (ON THE CHEAP)
Colm’s point of view: This company claims to be doing everything they can to limit my exposure to others, but I wish they would remove contact altogether. I have seen other companies do contactless delivery and it doesn’t seem to require a big technology investment. Not making contact would give me so much peace of mind!
The solution: The growth of delivery services and curbside pickup options calls into question whether in-person contact is required at all. While a step-by-step guide of how to implement contactless delivery is beyond the scope of this article, here are a few general guidelines: provide the customer with an ETA, including an update when en route; leave item(s) on a flat surface, e.g. table at delivery location; contact the customer as soon as the item has been delivered; consider taking and sending a photo of where the item was left. Many food delivery services in the Chicago area have successfully implemented contactless delivery. For more on what they’ve done, see here.
LISTEN TO YOUR CUSTOMERS
Colm’s point of view: Customers like me are the best resource for discovering what’s working, what’s not working, and why. All you have to do is ask! I’d love to share my experience and my ideas for improvement.
Solution: Reach out to your customers regularly to learn about their experience with your business or organization and ask for feedback around ways to improve. This can be completed via any one of many channels, including email, telephone, chatbots, feedback forms and surveys, social media, and more. Not only will your customers share feedback if applicable, they will be impressed with your level of care and commitment to their health and safety.
YOUR TURN: PUT IT INTO PRACTICE
We recommend you use this process and persona to stress test against your current and future COVID reopening plan and policies. Also note, this persona represents our understanding of Colm Downey at the present moment. We would all do well to check in with him in a month’s time to see what’s changed and how we can help.
Put it into practice for your business: Listening to your customers is helpful, not just for addressing pandemic-era customer concerns, but also for creating and refining technology and products. Business can avoid the “big miss” of failing tech products by creating something that resonates with users through listening and anchoring tech product development to timely personas, similar to what is showcased in this article.
Interested in learning more about how to shift during uncertain times? See more from our team and what they are observing this year in our collection of resources.