Expert Insight
Customer Experience in a post-COVID world
In a world currently dominated by face masks and hand sanitizer, we long for a return to full capacity venues. We came close to some form of normality back in November when sports stadiums were allowed to open once again. But even then, Goodtill research found that 83% of people were concerned about fans returning, and a few weeks later the government had backtracked on that decision.
It may seem a mile away but soon we will be able to visit a maximum capacity venue again. However, not as we once knew it, and a post-COVID customer experience will look very different to before the pandemic hit.
A TECHNOLOGICAL DREAMLAND
Innovative solutions have been heavily relied on throughout the pandemic and they will continue to be as we recover. Once we start returning to some sense of normality, social distancing measures are expected to remain in place and venues will have to adapt. for Technology, once again, will come to the forefront:
— In seat ordering. In an effort to minimise queues and face-to-face interaction, placing order via your smartphone from your table provides a streamlined alternative to crowding around a small area in hopes of getting the bar staff’s attention. It has proven effective so far for restaurants and pubs operating in the pandemic, and is expected to be rolled out more generally to venues once they can reopen.
— Contactless collection. Again, to put a halt to queuing, venues can leverage the latest EPOS technology that not only facilitates mobile ordering, but also sends alerts for when and where collections can be made. It is quick, efficient, and minimises contact.
— Virtual queueing. Instead of waiting outside in the cold to get into clubs or bars, customers will be able to scan a QR code and go about their business until notified that they can enter. Again, a simple solution to minimising queues that only works to benefit the customer.
By Animesh Chowdhury, Founder and CTO, Goodtill
ENHANCED CUSTOMER EXPERIENCE
These solutions provide obvious benefits in themselves. However, by leveraging and integrating the latest EPOS technology, venues can also gain access to the data gathered from their customers and personalise their individual experiences. This could be anything from loyalty points at a nightclub chain, or memorised previous orders for season ticket holders at sports venues. Enhanced analytics only serves to further improve the customer experience – something that was not being utilised before the pandemic.
thegoodtill.com
32
February 2021
www.venue-insight.com
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