Even in the best of times, there has always been uncertainty in the marketplace, regardless of the industry your business is in. Trends come and go, the economy might be up or down, and even an election might change your company’s outlook. And because this is 2020—one of the strangest years ever—it’s all that and more. Global pandemic has amplified every obstacle and forced us all to find new ways to remain creative in the face of safety concerns and streaky demand.
Ken Rutka has posted an article listing nine steps that restaurants should consider in this difficult day and age, but many of his suggestions are universal no matter the industry. Let’s focus on three of the most critical for navigating these uncharted waters.
Show Customers and Employees You Care
Everyone has been affected by the coronavirus, so let’s try to remember we’re in this together. Recognizing the burdens of stress and fear that many of us carry, let’s make sure we demonstrate how much we care towards our customers and our employees alike.
Post signs detailing your new safety procedures, mark the floors with six-foot separations, modify layouts to optimize traffic, and so on. Better still, mention those changes online. As Rutka says, “We would rather see your safety policies on your website and social media than find out in-person.”
Don’t forget about your employees either. “Stay in constant communication with your staff on all policies, keep tabs on their thoughts and concerns. They have more responsibility than ever.” Solicit feedback from them in the form of anonymous surveys if necessary. No one can afford ignorance right now.
Maximize Your Online Presence
One of the consequences of quarantines, lockdowns, and shelter-in-place orders is that many people are stuck at home. Even if they’re not required to stay inside, many are facing partial or full unemployment, so they might have nowhere to go right now anyway. As such, it should surprise no one that many people have been online now more than ever.
If it’s possible for your business to pivot to leveraging online technologies, do it. Restaurants and grocery stores can partner with delivery services, for example. For retail, you might be able to integrate a curbside shopping system using an e-commerce point-of-sale. Be proactive.
Perhaps your business has resisted these changes until now because the old ways have always worked so well for you. But to paraphrase Charles Darwin, adapt or die. There’s no telling when life will return to normal, and some of the changes we’ve seen in our day-to-day lives might become permanent.
Customer Satisfaction Surveys and Mystery Shopping
There’s no question that the customer experience has declined since March of this year. Everyone is forced to wear uncomfortable face masks, occupancy has been severely restricted in order to accommodate social distancing, and just about every place is understaffed. We’ve all been stretched so thin that it’s a small miracle so many businesses have held it together, if only just barely.
But as we move from phase to phase, reopening and hopefully returning to some level of normalcy, we must again refocus our attention on achieving superior customer service. As always, the best tools for exceeding consumer expectations are customer satisfaction surveys and mystery shopping. As Rutka says, “it is time now to bring those programs back into the fold with added COVID–19 related survey measures. Visibility into each location is critical to maintain brand consistency and confirm compliance with state safety protocols.”
As a manager or business owner, you probably feel a bit like a plate spinner trying to balance a dozen dishes at once. To make matters worse, 2020 seems to be continually tugging at the rug beneath your feet. Perhaps the task seems impossible.
The good news is that you don’t need to do it all alone. The Brandt Group is here to help with our customer experience and employee training expertise. Let our mystery shopping and feedback tools empower you to keep everything together as we all weather this storm together. Let’s get started on finding opportunity despite all the uncertainty today.
