This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.

1. Powered by
What’s Next:
Rapidly adjusting your
customer experience strategy
for the “new normal”.

2. Welcome
Dayoán Daumont
Consulting Partner, EMEA
Ogilvy Consulting
Amanda Gagliardi
Global Consulting Partner, CX
Ogilvy Consulting

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. There hasn’t been a time in recent
history where we’ve seen such a
lack of diversity in the day-to-day
activities of consumers globally.

6. Anxiety
Fear
Grief

7. Isolated
Overworked and exhausted
Anxious and afraid for their
safety and that of their
families.
36%
healthcare workers strongly agree
they are confident they will be safe if
they follow their organization's
health policies.*
54%
of healthcare employees feel well
prepared to do their job.*
* Source: Gallup

8. Struggling to get support
Torn between their health
and their paycheck
Powerless
482M
wholesale and retail trade workers
globally. *
37%
increase in grocery and gourmet
sales on Amazon since February 3†
* Source: International Labor Organization
† Source: Feedvisor

9. Worried about finances
and the future
Restless
Overwhelmed juggling new
routines and family demands
300%
increase in Zoom traffic.†
81%
of the global workforce lives in countries
with mandatory or recommended closures.*
* Source: International Labor Organization
† Source: Kantar

10. Behaviors are
changing as we
adjust to our
current state and
anticipate the new
normal.

11. 89% increase in traffic to local news sites1
20% rise in video streaming globally2
33% increase in online food and grocery purchases3
$10B projected loss for luxury good category4
£3.2B projected decline in EU retail sales5
$447B global loss for travel and tourism6
Sources
1 Comscore
2 Conviva
3 Statista
4 Vogue Business
5 ZenCargo
6 Statista

13. May 1, 2020 13
Taking care of employees
Making donations to support the purchase of masks and
sanitizers for hospitals
Having plans in place to protect the supply of services/
products to consumers
Making donations to support scientific research
Brands communications should
Talk about how you can help with the new everyday life
Inform about their efforts to face the situation
Offer a positive perspective
Use a reassuring tone
Brands should prioritize
Emotions and information are shaping consumer
expectations of brands globally.
Source: Kantar

14. Will the current changes to
customer behaviors stick?

15. May 1, 2020 15
89%
Global consumers
watching more streaming
content
20%
US consumers choosing
takeout over in restaurant
dining
65%
Post-Pandemic Behaviors
Chinese consumers willing
to buy daily necessities and
fresh products online
Sources
1 McKinsey
2 Global Web Index
3 Harris Poll

16. So how can brands quickly
modify their approach to CX?

17. May 1, 2020
A W A R
AWARE Framework
Assess your
employee
experience
E
Watch (and
Wait)
Adjust your
Artifacts
Rethink your
Strategy
Ensure
Success
17

18. Assess
Start by looking at the state of your
employees’ experience and their
ability to deliver on customer
expectations during this time.
Your internal teams must be safe
and secure before you can help
others.

19. May 1, 2020 19
Target has installed “sneeze guards” at check
stands but employees say its not enough.
Ally Financial radically changed employee
benefits to face the realities of COVID-19.
Amazon is under fire for not providing safe
working conditions and adequate time off.

20. How are your employees holding up?
Have you made and communicated a
clear plan for their health and safety?
How can you maintain culture and
morale during this time?
Do they have the resources they need
to do their jobs and support your
customers’ needs during this time?
Questions to
consider in your
assessment
May 1, 2020

21. Watch (and wait)
Unless you have an immediate way
that your brand can help contribute
to the fight against COVID-19, take
some time to evaluate what your
customer base needs and how you
can help.
Small, brand appropriate gestures
are great but avoid the temptation
to make big changes.

22. May 1, 2020 22
Best Buy rushed to implement curbside delivery and struggled to
meet customer expectations.
IKEA offers the comfort of Swedish meatballs while stores are
closed.

23. Customer’s current engagement with
CX touchpoints
Types of inquiries to customer
service channels
Sales and revenue in relationship to
the rest of your vertical
Customer demographics and
frequency
Data points
to watch
May 1, 2020

24. Adjust your
Artifacts
Even if you’ve done careful and
diligent work creating your
customer and employee experience
artifacts, such as personas,
journeys, and service blueprints,
chances are that they are going to
need some adjustments now.

25. May 1, 2020 25
Walmart has experienced a 470% increase in Walmart Grocery
app downloads since January. (Source: AppAnnie)
Zoom has gained many new customers that aren't as familiar with
video conferencing like teachers and kids.

26. Evaluate changes to customer data,
sentiment and needs.
Identify necessary changes to
personas, journeys and service maps.
Prioritize making changes based on
importance of the customer type or
service.
Distribute updated artifacts to all
teams as you have them.
Steps to take
May 1, 2020

27. Rethink your
strategy
Do the changes to your customer
behaviors or needs necessitate
updated or new solutions or
communications?
Do your employees need new tools
to help themselves be more efficient
or to serve a new type of customer?

28. May 1, 2020 28
Grocery stores in the UK are upping
contactless card limits.
Restaurants are converting to retail space
and selling pantry and larder items.
Delta was the first US airline to extend
medallion status through 2021.

29. Can we address changes in needs and
behaviors by repurposing what we
already have?
Do your communications and
marketing feel appropriately sensitive
to your employees’ and customers’
state of mind and current reality?
Where do we need to ideate and
bring in brand new solutions to
ensure we can meet expectations?
Dimensions
to consider
May 1, 2020

30. Ensure success
Now is the time for you to engage
with your customers and employees
by listening, responding clearly and
directly, and measuring your
changes to ensure that everything is
working as you expect.

31. Put employee feedback loops in
place.
Use all forms of qualitative feedback
to ensure your changes are working.
Respond to concerns clearly and
transparently.
Measure engagement on all customer
touchpoints.
Monitor and
Communicate
May 1, 2020

32. While customer behaviors have changed
dramatically, the diversity of experiences
has been reduced.
Changed behaviors like cleanliness as a
priority, flexible working environments
and increased use of e-commerce and
delivery will stick.
May 1, 2020 32
To keep the respect of your customers,
you must first prioritize your employees.
Assess, Watch, Adjust, Rethink and
Ensure Success.
To Recap

33. Do you
want this
deck?
It will be available for download shortly
after the webinar on:
slideshare.net/socialogilvy
And the recording up on
www.facebook.com/OgilvyConsulting/

34. Questions?

35. Thank you.