Publish Insights 6 November 2021
Learn Your Post-Pandemic Customers
Your customer list is based upon months or perhaps years of marketing data. As a business owner, what you may be noticing is that your pre-pandemic customers are quite different from the same ones emerging post-pandemic. Their tolerances, likes, dislikes, needs, and incomes have changed.
They may be working a new job, if they still have one. Your customers may be more casual. Many have adapted to working at home. Perhaps this has shifted their concerns more to technology or other interests. With relocation, layoffs, or attrition, you might even have an entirely new audience.
Reacquainting yourself with customers may require you to re-evaluate marketing data. A quick way to do this is to send out emails. Thank customers for sticking through the tough times. Ofter a loyalty incentive. This will cause a number of email addresses to unsubscribe or clean out due to bouncing. The sad truth is that you will lose some customers due to the pandemic.
Next, work on re-crafting your company message if necessary. Yes, your brand may require revision. Does a premium product position align with your remaining customer attitudes or will you need new customers to main such a position?
Pandemic Language List Changing Business
- Contactless delivery
- Curbside pickup
- Masks required
- Plexiglass barrier
- Remote workers
- Social distancing
Depending on the volume, spend some time phoning 1 to 10 percent of your customers. Let them know that there is a face and voice behind the delivery packing slips. Ask how you can help them going forward. You may discover new contacts at prior companies or prior contacts at new companies. With a better understanding of who your resilient customers are, you will not appear strange to one another.