Editor’s note: Chris Brown is vice president of expert consulting at Confirmit. 

Welcome to 2021, where the COVID-19 pandemic is still very much present across the globe and things look eerily similar to 2020. Even with vaccine distribution underway, it will take time to return to what might be termed “normal life.” Although this will certainly not have as strict guidelines as we’re following in present time, it will presumably look different than pre-COVID. 

Despite widespread availability of vaccines, it will take a significant period of time for people – particularly the elderly and those with pre-existing conditions – to feel comfortable enough to go out and get back to their old routines. On one hand, many have gotten used to certain conveniences that the pandemic made more popular – things like grocery/prescription delivery, at-home workouts, DIY beauty services, etc. – but the longer this all continues, the more we expect to see an ever-increasing desire for “normal,” more traditional experiences similar to pre-COVID. Not just the obvious social experiences like travel, concerts and events, but even things as simple and normal as shopping and dining out. Although digital experiences can be great and have proven to be extremely beneficial, they lack the human touch to a large extent and just cannot be matched to an in-person experience. 

But this desire to return to traditional experiences may be fickle and fleeting if brick-and-mortar environments aren’t prepared for the short-term influx in popularity. The pressure will be on to create experiences that will make people want to come back – in person – again and again. It has to offer more than an online experience, and strictly digital competitors may be stepping up their game and increasing convenience and service more than ever to keep its current customer base strong. 

There are two caveats to mention during the shift to in-person experiences when things start getting back to “normal,” and that’s safety and trust. There will be a new dynamic and expectation from customers for safe, clean environments – and the staff on the front lines needs to be aware and acknowledge what that new experience can and should look like. Particularly for high-traffic areas or a customer base that is largely elderly, frontline staff should go above and beyond to take extra precautions while also being understanding to their individual situations, challenges and needs. Research and insights will be a big piece of this tricky puzzle, playing a few critical roles in the process.

  1. Brands and CX practitioners will need to keep a close pulse on how customers are feeling to avoid the dreaded “too much, too soon” feeling, which would ultimately deter some customers from returning. At the same time, brands need to be sure they are keeping a finger on the pulse (and taking note from competition) to ensure they aren’t being too restrictive and continuing to evolve as we return back to “normal.”
  2. Researchers will also need to assist with the measurement of online and/or hybrid experiences to determine what (if anything) from the COVID-19 world customers did enjoy, found more convenient, etc., and would like to continue even post-COVID. 
  3. Perhaps the most critical, understanding how and where to improve – and being open to it – will be the key to success. Remaining flexible, adapting as research reveals how your customers want to shop and meeting those customers where they are will define the leaders from the laggards. 

With this effort, customers will develop trust both with brands and in-person experiences once again – knowing that these brands want to keep us safe and healthy. Although it may take more work and investment up front, brands that put in the work to earn this trust will be far better placed to maintain customers in the long run. 

Battle between digital and brick-and-mortar 

Slowly but surely, we are getting closer to “back to normal,” but it will be a battle between digital and brick-and-mortar brands to put in the extra effort needed to keep their customer base satisfied long-term. Since customers will be the ones calling the shots around desire and comfort levels for in-person experiences, it’s mission critical for brands to follow suit – recognizing the situation, showing empathy and working to earn trust through safe experiences. Brands who truly put the customer first will reign supreme.