Not forgetting the 'human' element of customer experience post-pandemic

Today, week four into our second UK lockdown, I received an unexpected hand written letter through the post. Sadly now as I get older, mail isn't as exciting as it used to be; usually just another utility bill through the door. However, this little envelope made me curious.

Like most people this year, my summer holidays were cancelled due to the pandemic. So myself and a few friends voted on a stay-cation and tried to catch the last of the summer sun in Dartmouth, Devon. Though Mykonos it was not, I searched social media for some comparable activities. A boat tour, prosecco and nibbles? Sold!

The unique experience lived up to expectations with two lovely hosts, pouring passion into their new business venture which made our trip wonderful. We got off the boat and it was the talking point of our holiday and how glad we were that we did it.

You are probably thinking.. Why are you telling me this?

Well back to the envelope.

Inside was a lovely hand written thank you card and four photographs.

As part of Generation Z and an advocate for all things "experience", I truly fall into the Forbes 72%, that would rather spend money on a memorable experience rather than a material possession.

The term experience economy is nothing new and many companies have already harnessed the power of this to make themselves different within the market. Obviously this year we are seeing a screeching halt to this trend. However, this token of appreciation and thoughtful gesture got me thinking about the 'new normal', or now what I believe should be just called normal. It's no longer new.

While the end of the era of experience might not be here yet, it is likely that we are entering a different type of CX revolution. Certain aspects of experiences are becoming more important than others, reinforced through the pandemic;

• The emotional connection between businesses and customers is in the spotlight as daily experiences change during the COVID-19 pandemic.
• Giving "thanks" for patronage and loyalty is even more important during these turbulent and stressful times. The human touch and little gestures of appreciation can go a long way and are sure to be remembered and valued.
• Innovating to make the customer experience more ‘human’ is the hidden opportunity in a lock-down reality

As Gartner stated, companies that are built on experiences or have experiential components will capture this added economic value and win the hearts of consumers, The Fizz Boat Devon has absolutely done that.

Since I have been working with some of the UK's largest retail customers during these unprecedented times, COVID has only accelerated their journey and laser focus on digitally transforming their CX strategies.

Although this scenario for a handwritten note and printed photographs is certainly not going to going to keep these stores on the high street it has provided a lot of food for thought on how a digital strategy must not lose the human touch.

It is clear there has never been a better time to make a lasting impression, no matter the size of your company. The most successful businesses will keep innovating to deliver empathetic, human-centered experiences powered by dazzling them with a little creativity, ingenuity and real re-imagining of what a brand experience is.

Finally and probably the most important thing that struck true, is the importance to support smaller businesses. This is a reminder to everyone to try to support local, independent businesses, as they need help more than ever. So a note to everyone, if you are ever in Dartmouth or struggling for a special gift idea this Christmas, support this fantastic company. I promise you will not be disappointed.

Thank you for a wonderful day and a lovely after service Louise and Aiden @FizzBoatDartmouth.

P.S. Thank you to one of my colleagues for inspiring me to share this - it is indeed a true reminder that the big corporates can learn a lot from small independent businesses.