CX is still king – but what CX means is changing.


In 2021, customers can find out almost everything they want to know about a brand without ever receiving any marketing content. What we have learned this last year is that CX is still king. In fact, the global pandemic changed what CX means. It forced businesses to listen to constantly evolving demands and become resilient providers of new experiences in order to gain a competitive edge.

Contactless delivery became the norm and customers wouldn’t settle for anything less. Gone were the days when deliveries would be with held because the recipient didn’t sign. Contactless experiences were no longer a bonus, they were a requirement for a large portion of the world.

When you consider that 80% of consumers will switch to another company after just one poor customer experience, 2021 maybe you most important year in business, ever. Marketing alone no longer builds brands, experiences do. As customer values change, businesses need to be active listeners and quick implementers, even when these values are changing minute-to-minute.

Remember when you first starting masking? When masks became a global accessory, any mask would do. For a while, they were hard to find. From disposable masks to statement-making reusable masks with adjustable ear loops, filter insert pockets, and multiple sizes, customers demanded a better experience ­– even in a pandemic.

Even friends and neighbors who quickly launched handmade mask businesses found themselves having to innovate and adapt.  Customers demanded product modifications that they associated with better experiences, and they didn’t care where the product came from. Expectations changed customers considered product quality, payment methods, delivery and more as part of their decision-making process. They wanted the best– in both product and experience.  

According to Gartner, more than 80% of companies are expecting that customer experience will be their primary differentiator now and into the future. But while the key factors of CX like customer effort and convenience still matter, trust and safety have become even more important. Consumers are concerned with whether brands make them feel safe during the pandemic. 

For example, Forrester research shows that consumers do not trust brands to make wise choices about keeping them safe during the pandemic. Only 13% of consumers said they trusted retailers.

Whether you are running a retail store or an e-commerce business, you can’t afford to do what you’ve always done. Businesses are doing whatever it takes to win new customers and retain existing ones. Now is the time to strengthen customer loyalty.

Right now, there is little room for error. A recent survey shows that post-COVID-19, 59% of consumers will care even more about the customer experience than they did in the “before times” when deciding which companies to support or buy from.

Learn how FiO’s Hyper-Personalization, Prescriptive Analysis, Customer Journey Analytic & Closed Loop Integration Platforms can deliver an outstanding Customer Experience and increase Customer Loyalty. Book a quick free demo on our calendar!