Experience Management in Times of Crisis
Pivoting with Experience Management during COVID-19
The challenges that come with the current crisis we are living as a result of the infamous COVID-19 are certainly teaching all of us different lessons. The need to adapt and work together has been heightened.
From an experience management standpoint, this crisis is proving the core fundamentals that every 4xperience champion should keep in mind: Employee, Customer, Innovation and Brand experiences.
1. EMPLOYEE EXPERIENCE
Human at the center:
For the most part, everything has shifted from measuring return of investments ROI to putting back the human at the center of the business, emphasizing the importance of the frontline employees in essential and non-essential services.
Never before has it been more evident that employees are a company’s greatest asset. At the same time, the work-life balance that is often promoted as a desirable perk of the job, has turned out to be the reality that every company has to be conscious about as it affects well-being, and therefore, productivity.
Human resources departments, training, and development have also taken the spotlight when it comes to helping organizations stay productive during this crisis. It is not only necessary to “manage” the human resources, but to look after their well-being and to enable them to have a positive experience, and for many employees this means learning new skills such as using remote conferencing tools.
Most managers are getting creative about ways to keep their teams engaged. Remote team meetings and one-on-one conversations are now allowing employees more room to bring fun into their interactions and to keep their contributions relevant and real.
2. CUSTOMER EXPERIENCE
Connection is a competitive advantage:
Voice of the customer programs have also become more relevant. Companies who had prioritized the customer experience prior to the crisis are more likely to recover faster after this crisis ends. This crisis proves that having the infrastructure to stay in-touch with your customers is a competitive advantage. Furthermore, this crisis is teaching lessons on keeping the connections real and building empathy for customers.
Suddenly, we have evidence that without the customer, there is no employee and without the employee there is no business to be run – period!
3. INNOVATION EXPERIENCE
Crisis spurs innovation:
During crisis we have witnessed many companies in diverse industries applying design thinking– rethinking the possibilities– to adapt to a new normal. Some examples are found in fitness, entertainment industries and traditional in person events now pivoting to online models. It didn’t take a complicated process of vetting and approval to switch from in-person to online models. This proves that innovation doesn’t need to be complicated and that it is not limited to the technology sector. There is power of keeping the experience flexible to adapt to new standards.
4. BRAND EXPERIENCE
Staying true to your values:
This crisis also highlights the importance of having a strong brand experience that stays true to its core values. It is when your company’s true heartbeat shows up… you just can’t fake it.
During this crisis we see companies authentically realigning their operations to respond to the crisis. For example, brands like Bauer quickly shifted from creating hockey equipment to create face shields for healthcare workers. Similarly, Louis Vuitton, the luxury fashion and retail brand was quick to switch gears and turn their factories into face mask production. In essence, brands whose values are related to quality and have a social purpose will maintain customer loyalty and gain increased relevance.
These 4 experiences make up the cornerstone of your experience management abilities.
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CEO 4Xperience, Market Research and Experience Design Expert
Cory is one of only 100 Gold Qualtrics Certified researchers and a certified customer experience (CX) expert. With more than two decades of experience as a consultant, entrepreneur and in corporate leadership roles, Cory is a guru in connecting the dots and bringing data into action. Her expertise has been invaluable to companies in several industries.