Bridget Brennan’s Forbes article dovetails with discussions from the AVMA 2020 Economic Summit Day 1 theme, Transformation through Collaboration. Richard R. DeLuca, Jr., executive vice president of Merck, and president of Merck Animal Health, emphasized “getting comfortable with being uncomfortable” and “listening to the customers’ experiences.”
Brennan said innovating your customer experience now and reimagining what it could look like post pandemic is important. Citing research that shows women are disproportionately affected by the pandemic in terms of their roles and responsibilities, she asserts that understanding what’s happening with women is fundamental to staying relevant with consumers.
Source: Forbes, October 8, 2020. Link. Brennan offers 5 ways to rethink your customer experience right now:
- Engage in radical empathy
- Maintain a spirit of experimentation by creating processes for mistake management
- Emphasize health and safety protocols
- Broaden your definition of convenience
- Make it your goal to delight customers, not just satisfy them
INSIGHTS: Brennan shares that women perform the majority of unpaid care in families and households, even when they work outside the home. Interestingly, pet care was not in her list of duties.