Engaging Customers in the Post-COVID-19 World

July 15, 20207min

As we continue to live through a global pandemic, one certainty is that COVID-19 has changed many aspects of our lives forever. In particular, consumer life and behaviours have been remodelled by the crisis. It’s a challenging and still evolving landscape for brands to navigate, but to stay relevant is simple – treat customers as humans and as individuals.

In the last decade we’ve seen consumers take more power, dictating how and when they’d like to engage with brands. The pandemic has accelerated this, shifting the power firmly into consumers’ hands. Brands must now adapt to new preferences and behaviours – such as an increase in online shopping – that have the potential to become permanent even as lockdown measures ease off around the world.

Predicting consumer behaviour has never been easy and it will only continue to be predictably unpredictable.  Will consumers stay at home, stay local, or travel? Will they spend more to distract themselves or limit their expenses to necessary items? It will be crucial for brands to closely monitor the behaviour and adapt accordingly to individuals if they want to engage customers and to not only recover but thrive post-pandemic.

With the right teams and tech, it’s possible to get to a point where you know your customers inside out and can communicate to them in a personalised and human way.

Listen to customers in real-time

Good relationships come from listening carefully, making decisions about what you hear and acting accordingly. Engagement with consumers should be the same and key to that is the ability to collect data in real-time. Doing so lets brands automate decision-making with real-time, data-based insights about how their customers are interacting with them, for example on their websites, in their stores or in their apps. With this, brands can tailor their communications strategy and engage customers in the moments that matter – not hours, days or weeks too late to be relevant.

Our data shows that in May, 94 percent of new retail consumers came via the web, which is hardly surprising given we’ve all been stuck in our homes during the lockdown. For brands who had access to this data in real-time, such data meant they could create channel appropriate strategies to cater to the new, less mobile needs of their customer base. Knowing the preferred channel to reach consumers impacts a brand’s communication strategy and allows them to create relevant experiences however and wherever consumers are engaging with them.

In the race for agility, don’t leave your teams behind

Getting the right message to the right person at the right moment is key to building strong relationships with consumers. It’s crucial that brands ensure that data agility is a priority  and that the different technologies that make up their customer engagement ecosystem communicate effectively. Agile technology that combines intuitive, marketer-friendly interfaces with highly scalable architectures is what will give brands the power to collect, process and action customer data in near real-time. If brands combine this with channel agnostic platforms, messages can be adapted and distributed almost in real time to any channel, meaning customers receive hyper-personalised and human messages that are constantly tailored to them.

Agile technology also allows brands to collect, process and analyse data in a responsible, safe, and real-time way, so customers can trust that their data is secure, while brands gather crucial insight on customer behaviour and preferences immediately. This is the perfect recipe to create memorable experiences for customers and can be the difference between success or failure.

But technology isn’t the be all and end all. Brands also need to think creatively, be empathetic and be human to offer customers meaningful and personal engagement. Investment in the teams that are behind the technology is crucial. They need to be multi-disciplinary teams that have a 360 view of the customer, the product and the business, so they always know how to make the most of the data they receive from customer interactions and feedback.

Keeping up with the Customer

If there’s one thing brands should have learnt during the pandemic, it’s that maintaining strong relationships with their current customers should always be their priority. In times where brands are tightening purse strings, focusing on customer retention rather than acquisition will result in better returns.

The best way to build loyalty is by being in touch with customers’ needs and feelings. Ensuring messages are human, on point, and offer exactly what they’re after. Whether that’s special services, inside track information or discounts, brands can make their current customers feel cared for.

The world may never return to the way it was before the pandemic, but that doesn’t have to be bad news for customer engagement. Brands can use this time as an opportunity to future-proof by investing in the tech that will allow them to always meet changing consumer expectations and behaviour. Having the tech and teams in place to adjust quickly to change while always offering real-time, personalised communications at the right moment and on the right channel is what will set apart successful brands from the rest – in a crisis and beyond.

James Manderson

James Manderson

James Manderson is General Manager EMEA at customer engagement platform Braze.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Masterclass enquiries:
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


weight loss: how much protein for weight loss chitison weight loss cumin seeds for weight loss healthy snack recipes for weight loss juicing for weight loss plan weight loss surgery baton rouge dr oz recipes for weight loss phentermine for weight loss mexican weight loss pills mens weight loss programme meds for weight loss boost metabolism supplement calorie counting for weight loss best weight loss pills non prescription sota weight loss meal plan celine dion weight loss health hctz weight loss what diet pills do celebrities use cake boss sister lisa weight loss sensible weight loss full body girdle for weight loss quick and healthy weight loss plan weight loss challenge ideas for work homemade smoothie for weight loss thyromin weight loss best post workout meal for weight loss with weight loss fat cells water diet weight loss calculator musc weight loss ephedrine diet pills uk limes weight loss best heart rate for weight loss royal weight loss pills deanna daughtry weight loss diet master pills sodium weight loss diet pills doctor oz weight loss charms purple dragon diet pills master cleanse weight loss 3 days quick easy weight loss programs richard simmons before his weight loss 7 day smoothie diet weight loss will medicaid pay for weight loss pills

cbd oil: cbd clinic level 5 cbd infused fish oil cbd cartridge review cbd real estate bundaberg cbd oil make you fail a drug test pet cbd oil near me cbd oil for diabetics organic cbd oil wholesale how long for cbd oil to kick in does thc help you sleep cbd dose for sciatica cannabidiol cbd oil difference between cbd and marijuana cbd scientific research cbd axis hemp nugs hemp oil or cbd pharmx cbd wellington cbd best cbd oil for ptsd effects of cbd tincture what is the effect of cbd cbd alzheimers cannabinoid cbd vapor cbd advertising essential depot vg cbd 650 twist blinking red smoke kratom resin dutch farms cbd body rubs legal cbd oil from industrial hemp dalton transactions a cure for wellness imdb drink pouring sound effect cbd deal ocb bodybuilding cbd water brands mediterranean forest location cbd oil arthritis spanish where can i get cbd oil with thc pain relief oil try nuleaf cbd oil gorilla glue cbd vape coconut infused cbd oil for sale naturally meaning

vape: river city vape low ohm vape fda vape lawsuit red dragon ecig cig free vape shop deaths due to vaping clove e juice mini mod for sale vapor krew smok alien rainbow kit vicks vapor rub on babies feet best wattage for vaping thc oil invader ecig when did the e cigarette get invented dark ice vape juice boss reserve vape juice chemical in vape juice vest setting for voopoo drag sad boy vape juice website top vapes for clouds best vaping temperature vapor deposition coating keep it 100 apple cider donut cannabis vape oil how to update smok alien 220w live resin vape dj vapes how to refill voopoo drag how to make a phix charger geekvape aegis coils fuchai 213 sigelei discount e cigarette starter kit vape pen smoke can you vape pot smok nord mtl coil e cigarette and popcorn lung uwell crown sus316 coil what can vaping do to you uwell crown unscrew vpor stock price voopoo panda pods leaking budz house of vape my voopoo cascade tank the coil isnt soaking up the juice voopoo drag images

male enhancement: how to arouse a man growing male breasts how to improve sex drive male the pineal gland secretes medication for low libido dry skin on tip of penis libido enhancing drugs erect definition side effects of flomax does dick size matter nitrates drugs penis extender before and after best viagra 5g male review fluoxetine 20 mg prices pe routine 6 inch girth cock circumcision scar bumps peins enlargement penis exercises work boys with big penises no sex in relationship average penis width get bigger vitamins and supplements stores what causes low libido where to buy noxitril young men dicks best supplement for erection pure nitro max testosterone booster penis hydro pumps penis enlarge machine what vitamin is good for blood flow online rx reviews erection definition causes of low erectile dysfunction memes cialis vs viagra zen power gold 3000 viagra competitors t male testosterone booster how long for testosterone shot to work alpha testosterone booster side effects generic viagra online pharmacy