• Nathan Beaver, Partner |

Britain is reopening and as it does many organisations are accelerating forward with their recovery strategies, with a high focus on the race for the “New Customer”.

In our research on UK consumers, we’ve seen that 89% have already changed the way they deal with businesses and adopted new digital channels. 83% who had a good experience when switching to an app from the store or the branch say they will continue this in the future.

As businesses prepare for the new reality, there’s an opportunity for them to build and drive customer advocacy and loyalty by focusing on three areas:

  • Understanding how the customer has changed. Our data suggests that consumers have reverted to pre-COVID-19 levels of expectations – the difference now is that they also have the same expectations of the new channels they’ve adopted.
  • Focus on your employees. The continued focus on the employee experience is going to be critical to enabling businesses to deliver the New Customer experience – absorbing further changes that the new customer in the new market conditions has created. 
  • Put the spotlight on value exchange. The accelerated channel shift has created the opportunity to capture more data, enabling businesses offer more personalised services. In doing so, however, businesses need to be clear on the value exchange with the customer and be ethical and secure in how they are using this new data.

For more information, view our report on the New Customer post COVID-19.