Real-time, contactless feedback is essential to adapt to the new normal

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Feedback – and especially real-time feedback at the time of the experience – is going to be more important than ever at a time when new customer needs, emotions and behaviors change and evolve day by day.

As customers begin to travel, shop, and visit high traffic locations again, there is undoubtedly an increased focus on customer experience expectations. Indeed, Covid-19 has dramatically shaken the customer-centric industry, with airports, shops, hospitals, hotels and businesses of all types under pressure to capture and resolve customer experience issues in real time – and above all – contactless. .

Feedback devices have been around for years in high traffic areas such as airports. However, when Covid-19 hit, businesses immediately encountered new, unforeseen customer experience challenges. Innovation was needed quickly to ensure that customers could deliver their opinions effectively and safely during and after the pandemic.

Contactless feedback makes perfect sense to us. Feedback – and especially real-time feedback at the time of the experience – is going to be more important than ever at a time when new customer needs, emotions and behaviors change and evolve day by day.

Businesses will experience new operations such as curbside pickup, new boarding procedures, staggered store entries, and new ordering and pickup experiences. They’ll need to know quickly what works and what doesn’t, and they need to adapt right away, not after analyzing two months of data.

Real-time feedback is essential if you want to adapt to the new normal. You have to offer a new level of comfort, beyond that of your competition. You need to give your customers more control over their environment and let them choose what they want and when they want more directly. Above all, you need to get those experiences through quickly, treating the customer experience as agile software development; design, training, adjustment and iteration.

To learn more about Forrester’s FeedbackNow contactless solution, visit here.

To attend the Forrester CX EMEA 2020 event November 17-19, 2020, you can register to join here.

This article was written by Forrester Chief Business Technology Officer Steve peltzman and it appearedhere.

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