As the world reopens, it’s undeniable that life has undergone a transformation. This is especially true for consumers. Our purchasing habits, the products we buy, and our underlying motivations have been irrevocably altered. Consequently, businesses must adapt their product presentation and customer communication strategies.

Taken from the Bain & Co. report, which we’ll delve into later in this article. Each business will experience these changes uniquely, and they will continue to evolve alongside the pandemic. This dynamism is the impetus for this post. By leveraging expert insights, current data, and fundamental marketing principles, I aim to equip you to better understand and connect with your post-COVID customers effectively and empathetically. In this article, we will cover:

• The impact of COVID-19 on consumers in general.
• The expectations of the post-pandemic consumer.
• Four strategies for gaining a deeper understanding of your customers in the wake of COVID-19. Before we proceed, it’s important to acknowledge that COVID-19 remains an ongoing pandemic with daily fatalities. The terms “post-COVID” and “post-pandemic” in this context pertain to the present period following the peak of the pandemic in March and April. Update! As the world reopens, explore these inspiring post-COVID marketing ideas!

How COVID-19 has affected consumers

We recognize the impact of COVID-19 across all industries, but let’s concentrate on the consumer—the individual navigating family life, a job (hopefully), and essential daily needs. While much of this is unsurprising, let’s examine what institutions are observing about the effects of COVID-19 on today’s buyer:

Shifting priorities

As Accenture highlights, “Consumer priorities have shifted towards fundamental needs, resulting in a surge in demand for hygiene, cleaning, and essential goods, while non-essential categories experience a decline.”

From our latest COVID-19 benchmarks article.

Increased online and local purchasing behavior

The factors influencing brand decisions are also in flux as a “buy local” trend gains momentum. Digital commerce has also witnessed a surge as new consumers turn to online platforms for grocery shopping—an increase likely to persist beyond the outbreak.”

A decline in morale

Consumers and businesses alike have endured trauma—emotionally, physically, financially, and beyond. As reported by CNBC, COVID-19 has resulted in millions of job losses, forced billions into isolation, and compelled everyone to confront our inherent vulnerability.

Let’s broaden our focus from just the consumer to the individual—a person with family ties, community connections, and essential daily needs.

What are the expectations of the post-COVID-19 consumer?

It’s evident that the post-COVID-19 consumer is grappling with diminished morale, a sense of insecurity, and even limitations on their ability to venture beyond their local community. However, what implications does this have for their needs? What does this new customer seek? Management firm Bain & Company recently surveyed 162 individuals across seven countries, who shared their priorities and essentials as we transition into this new phase:

• A desire for reduced anxiety.
• A pursuit of a more balanced and healthy lifestyle.
• A longing for enhanced connection.
• A search for kindness and purpose.
• Increased mindfulness in spending, reflecting on essential versus frivolous purchases.

Source: Bain & Company Beyond emotional shifts, the business landscape has also transformed physically. Consumers are increasingly engaging with businesses online, ushering in an even broader digital realm.

The digital landscape has expanded as consumers increasingly interact with businesses online.

How can you gain insights into your post-COVID customer?

It’s undeniable that COVID-19 has triggered significant shifts across all facets of the consumer experience—purchasing patterns, emotional states, daily hurdles, and core desires. How does this translate to your specific customer base? How can you thrive in a post-COVID world? These four expert-endorsed strategies will empower you to gather and leverage this valuable knowledge.

1. Reimagine your buyer personas

It’s clear that your target audience is no longer the same as it was six months ago. Therefore, it’s crucial to update your buyer personas to ensure your messaging, outreach, sales strategies, and branding efforts effectively attract customers. Holly Rollins, President of 10x digital, emphasizes this point in her recent blog post: “Even if you’ve previously engaged in this exercise, it’s an opportune time to revisit it—particularly in light of the drastic transformations that have transpired during this period. A comprehensive buyer persona should encompass your target audience’s general demographic and psychographic details, behaviors, industry-specific pain points, and concerns.”

From our article on buyer personas_._ Rollins suggests incorporating details that delve deeper into their emotions, purchasing behaviors, and other key aspects, including:

• Motivations
• Purchasing habits
• Goals and objectives
• Frustrations
• Personality type
• Roles and responsibilities Conducting one-on-one interviews with customers and clients is an effective method for gathering information for your new personas. Understand their current wants and needs, and build customer profiles based on their responses.

2. Embrace social media

In a post-pandemic landscape, social media is no longer optional—it’s essential for understanding and connecting with your customers. A recent study by CMO revealed that 84% of companies utilize social media for brand building, and over 54% leverage it for customer retention. But how does this translate to gaining insights into your post-COVID customer? Similar to the one-on-one client check-ins for persona development, it’s crucial to utilize social media as a tool for both passive and active engagement to understand your post-COVID customer. For instance:

• Passively observe recurring questions and comments. Are there any emerging patterns in the language your customers use and the topics they discuss?
• Actively engage in conversations with your customers through comments, direct messages, polls, surveys, and other interactive features available on social media. These tools provide valuable opportunities to intentionally deepen your understanding of your customer base.

However, it’s paramount to remember that consumers value authenticity above all else, particularly on social media. In fact, a recent Stackla report survey of 1,590 consumers revealed that 90% consider authenticity a crucial factor when deciding which brands to support.

Source: Stackla Prioritize community building centered around authentic content to cultivate customer understanding and foster long-term relationships.

Above all, remember that consumers, especially on social media, value authenticity.

3. Integrate customer engagement into your company culture

In our post-COVID world, customer engagement and development are paramount. For Alex Turnbull, founder of Groove, it’s about regular phone conversations with customers to discuss their pain points, needs, and challenges. While Turnbull prefers spontaneous conversations, it can be helpful to prepare a few questions, such as:

• How has your business or personal life been impacted by COVID-19?
• What would make your life easier?
• How can our product or service be better tailored to your current needs? Remember: This customer-centric communication extends beyond one-on-one calls. Cultivate this mindset and curiosity as part of your company culture, encouraging every employee who interacts with a potential or existing customer to gather these insights. When everyone asks similar questions, patterns will emerge, providing valuable insights into this new customer landscape.

4. Monitor customer sentiment

Tracking your customer’s opinions, feelings, and thoughts is crucial in the current climate. In an article for Forbes, contributor and marketing expert William Craig explains: “By analyzing trends and cyclical patterns through analytics and predictive modeling tools, you can gain valuable insights into the client’s decision-making process. This enables you to build realistic models of future patterns, anticipate client needs, and elevate your brand.”

A/B testing is a quantifiable method for monitoring your customers’ sentiment. To effectively track customer sentiment, implement a few key processes and elements:

• Establish benchmarks and quantify data whenever possible to provide a consistent basis for comparison.
• Select and implement tools, along with processes for tracking and accessing data, to ensure everyone works with the same datasets.
• Regularly review and analyze the data. Data is only valuable when actively monitored and used to implement necessary changes. Understanding your new target audience is vital for maintaining effective communication, strong client relationships, and relevant marketing messages.

Now is the time to understand your post-COVID-19 customer

Consumer behaviors have undergone a significant transformation and will likely continue to evolve as we navigate the uncertainties of COVID-19. The key to marketing success during and after the pandemic lies in understanding this new customer landscape and continuously engaging with your audience to stay attuned to their needs. Utilize these strategies to connect with your customers, rebuild your personas, understand their needs, and speak their language. By doing so, you can ensure your company’s continued growth and evolution, regardless of the challenges presented by COVID-19.