The biggest differentiator between a growth-oriented CEO and an execution-oriented CEO is the former focuses on growing the business where the latter focuses on the day-to-day operations. In today’s society, we cannot afford to just be execution-oriented. The greatest growth-oriented CEOs are strategic by nature. They also know how important it is to leverage the expertise of others in overcoming the big strategic issues and obstacles to growth they are battling daily.
As we come out of this pandemic and get back to a place of normalcy, we need to be aware that the same ole tricks may not cut it. If we look around, a lot of businesses have already closed their doors for good. So what is helping those that are thriving in today’s economy?
RedRover is here to help answer those questions. We will be sharing the top 10 pain points that most every CEO is facing in 2021 — those gut-wrenching, keep-you-up-at-night issues – and how to navigate them and come out with your tail wagging!
Pain Point #5: Developing a Post-Pandemic Strategy for Customer Engagement
Optimism is finally replacing fear as customers begin to return to market.
The unemployment rate is declining. Business restrictions are lifting. The vaccination rate is climbing. The savings rate is rising nationally. There’s a lot to feel hopeful about, and many experts are predicting that pent-up demand for products and services will fuel the next growth cycle. To prepare for this period of growth, CEOs need to start reevaluating their customer-engagement strategies.
In this new, post-pandemic reality, your customer-engagement strategy that worked pre-pandemic in 2019 is not going to cut it. Neither is your strategy that worked at the height of the pandemic in 2020. This year is a whole new ball game, which requires a new playbook.
Your customers do not have the same pain points and passions that they did before COVID-19 struck. As a result, it’s time to overhaul your marketing strategy and develop new messaging that shows you are paying attention.
As you would with any relationship, start by getting to know your post-pandemic buyers. What are their new priorities and desires? Any strong messaging strategy aims to create personal, human connections with your existing and ideal customers, and that is not possible without listening to their needs.
During the pandemic, marketing strategy became more personalized and empathetic, and the data shows that your consumers want it to stay that way. They are people, not personas, so your messaging should lead with empathy and show that you understand your buyers’ unique situations, such as the ways the pandemic impacted their life or business. They have new needs. Highlight your new solutions.
The pandemic forced some aspects of customer service to become lightning-fast and user-friendly, and as customer activity booms post-pandemic, digital communications will need to be more hyperresponsive than ever.
A global survey by Mitto found that 56 percent of respondents are worried that companies may not work as hard to improve the digital customer experience after the pandemic fades. During the pandemic, businesses outdid themselves by making things as quick and easy as possible for their customers, and now, customers will no longer be pleasantly surprised by those qualities. They will expect them.
Businesses need to be ready to always have the answer or expert that your buyer needs, whether through your website, blog, automated chat, social media or sales representatives. Prepare for the post-pandemic reality by increasing your online availability. Have a blog or knowledge center? Make sure it’s packed with self-service information for your ideal customer. Is your website slow or unresponsive? Focus on improving your page speed.
If your business is not easily accessible to your customers, they will find a brand that is.
If you’ve made it through the chaos of this year, first let us offer you a congratulations. Clearly, your sales strategies and team must already be resilient and agile enough to adapt to one of the most difficult global circumstances of our time.
But to win among steep competition in the pandemic’s aftermath, your sales function must be world-class.
More than ever, your sales team needs to stay focused on selling solutions to make your clients feel seen and understood. Find ways to add new value to your existing customers by providing personalized offers or recommendations.
And though you may be growing sick of Zoom, don’t give up your virtual sales strategy just yet. By continuing to lean into virtual sales techniques in the post-pandemic era, you have the opportunity to reach a larger market while keeping your costs low.
If the pandemic has taught us anything, it’s that we’re in this together. Our team at RedRover Sales & Marketing Strategy is here to help you thrive in this new beginning. If you’re ready to develop your engagement strategies, let’s talk.