Even though the uncertainty of the past year is far from behind us, many are anxious to put 2020 in the rearview mirror. However, some suggest that 2020 made a lasting impact on consumer behavior. Indeed, things like trends in more preference for online shopping and weaker brand loyalty will likely carry on.
You should take these trends into consideration with a 2021 strategy. A professional’s response to consumer behavior trends can make or break the business. In fact, ignoring the shifts in the way customers operate could be detrimental to a business. Here are a few ways to stay ahead of the possibly permanent changes.
Monitor Consumer Behavior Information
In order to respond to changes in consumer behavior, you must know what’s going on. Setting up alerts or following blogs on the topic is a good start. Furthermore, consider using your CRM system or Benefits Zone platform to track the buying behavior or your specific clients. Understanding when and why your employees start or move to the next phase of the sales process is important to your business. In fact, a good understanding of employees’ experience and sentiment can help you write more premium.
Focus on a Digital Experience
Consumers have long been interested in mobile or digital solutions. After last year, this sentiment has only grown. Indeed, most categories saw double-digit growth in online purchases. From prescriptions to groceries, consumers increasingly want a way to do business from their phone or computer.
This is where a virtual engagement solution comes in play for your benefits offering. Collecting your solutions, tools, and resources into a mobile app strengthens your offering. It creates a better customer experience since employees can access you and your resources when it’s convenient for them. It also streamlines the sales process, saving you time by connecting employees with what they need and answering questions.
Focus on a Customer Retention
Another consumer behavior shift that might extend beyond 2020 is a decline in brand loyalty. Kicked off by supply chain disruptions, brand loyalty eventually swayed based on accessibility. As stay-at-home orders grew more common, employees increasingly needed easy access to services.
Many salespeople understand the importance of minimizing customer churn in their business. In fact, improved client retention can help an agent’s performance better than lead generation can. Being able to provide an easy, enjoyable customer experience helps win customers for the long haul. Indeed, the more in tune you are with employees’ needs and buying behavior, the easier it is to provide great service.
Keep up with Employees in 2021
Ultimately, the customer should drive your business. The ability to keep up with changes in consumer behavior is incredibly important to a business. Consider how you can review behavior trends and stay flexible enough to capitalize on them in the upcoming year. For an inside track of how your employees are engaging with your solutions, Benefits Zone provides valuable engagement insights based on client interactions. Schedule a demo to learn more.