Pandemics undoubtedly affect health statistics, but they also change people's mindsets, particularly regarding consumer behavior. The chapter titled “Customer Behavior in the New Normal: What Is Temporary and What Will Remain?” highlights the significant shifts in habits and identifies which changes are here to stay.
What I took away from the chapter:
Customers are making purchases more consciously, less frequently, and more purposefully. They remain more cautious even after the pandemic.
Online shopping has set new standards, but physical retailers can score points by offering services such as click & collect, check & reserve, or endless aisle options.
Regionality and Corporate Social Responsibility (CSR) have become increasingly important. Customers are paying more attention to the origins, values, and positioning of brands.
Self-service and automation are becoming the norm, but human contact remains crucial in exceptional situations.
Customer loyalty has returned, but in a new form: it is built on trust, transparency, and shared values rather than mere proximity.
My conclusion: This chapter clearly demonstrates that customer expectations have shifted permanently. To maintain a close relationship with your customers, it is essential to engage in dialogue, listen actively, and consistently align your marketing, sales, and service decisions with their needs.
This blog post is based on the chapter „Customer Behavior in the New Normal: What Is Temporary and What Will Remain?“ by Sabine Kirchem and Juliane Waack from the book "CRM Goes Digital – Design and Use of Digital Customer Interface in Marketing, Sales and Service," published in 2024 by Springer Gabler Publishing House.