Millennials were considered a complicated creature, nurtured by their Baby Boomer parents and impacted by the emergence of digital technologies, but not quite digitally native. Then there is Gen Z, a well-educated generation, digitally native with no memory of the world before smartphones.
Just as businesses have started to get a handle on Gen Z, COVID-19 has prematurely bought about the dawn of a new customer persona. Customer 2020 has less to spend, is increasingly driven by digital and cautious about social distancing. More than that, its values and needs have shifted dramatically.
For the first time in a (potentially) lifetime, these consumers feel a loss of control; they crave safety and security as a result. Spending closer to home and ploughing money back into the local economy is now of fundamental importance. They want to support businesses which have demonstrated integrity throughout the crisis and are more willing than ever to build solid relationships with regional independents.
It’s a challenge no-one in the Western world has faced before. While customer influences and attitudes shift usually occur over a period of years, giving businesses time to adapt, this change has taken place in a matter of weeks. To survive, every company, whether an independent café or a multi-national QSR enterprise, must let go of years of gathered customer ‘knowledge’ and accept that what they knew before, may no longer apply.
In its recent report on UK Customer Experience Excellence 2020, KPMG Nunwood stated: “Prior to the start of 2020, customer experience was the only way to differentiate your brand among a sea of sameness. Now the challenge is not just to standout, but to reinvent, innovate and transform.”
How right it is!
The business of 2020 needs to change the experience it has on offer to attract the Customer of 2020. There’s no point sitting tight with the expectation that consumers will return to their old habits tomorrow. In fact, if YouGov data is to be believed, just 9% of the UK population wants to return to its pre-COVID-19 lifestyle.
KPMG Nunwood’s report is detailed and insightful and we would encourage companies to read it in full. However, to summarise a section: the report contains a deep dive into the Connected Enterprise and the eight capabilities it says truly connected business must demonstrate in order to thrive. These, it says, are:
In short, businesses should adopt a problem–solving mindset, creating purposeful, technology driven interactions with customers that feed understanding of Customer 2020 and generate responsive, frictionless experience for all stakeholders.
It could be talking directly to QikServe’s technology suite. Our on- and off-premise ordering and payment solutions gather the data operators need to learn about Customer 2020 and facilitate purposeful, contactless interactions between staff and guests. What’s more, they’re agile, robust and responsive to the specific requirements of a business and its audience.
To discover how Preoday and QikServe can prepare your business to welcome Customer 2020 through its doors, contact us.
It’s not as catchy as: ‘When is a door not a door?’ (answer, when it’s a jar) but it speaks to the idea that in-car collection, and the technologies that support it, are flexible enough to bend to the needs of a business and its guests.
Delivery can be daunting to the uninitiated, and it might be tempting to sign up with a third-party ordering aggregator that offers the service, such as UberEats, but other options could suit your business and brand better. Here we present three different ‘levels’ of delivery, starting with the most basic – and cheapest method: doing it yourself.