It may be a bit optimistic to talk about a "post-Covid" era, but we found this report from Vendigital on the importance of optimising customer relationships interesting.

Customer relationships have come under strain over the past couple of years from both Covid-19 and Brexit, and most businesses have appreciated the importance of understanding and meeting their customers' needs.

Many our our clients have continued to survey customers throughout 2020 and 2021, understanding that they need (more than ever) to know what matters to them.
 
Vendigital's research with 151 C-Suite executives reveals how businesses are adapting to changes in customer demand and behaviours.

54% believe that their customer relationships have grown stronger during this difficult time, mainly because they have made an effort to adapt their operating models to reflect changes in customer demand and behaviour. 21% think that customer relationships are weaker, mainly because of reduced face-to-face contact.

According to the survey, the biggest changes to customer behaviour during the pandemic are:

• Increased demand for a specific product or service

• Increased customer anxiety

• More online business activity

• Greater emphasis on reliability and safety

• Shedding customers, due to travel restrictions and other operational disruption. 

Businesses have to continue to innovate and adapt to meet the needs of their customers. According to the research, 87% said that this will be key to their survival in the year ahead, even though it has become more difficult with an increased risk of supply chain disruption, pandemic-related uncertainty and ongoing market and geopolitical uncertainty.

Whatever the future may hold, maintaining close relationships with customers is vital. That's the best way to make sure that you're in a position to understand and meet their changing needs.

We'll be including more details from the report in the Winter edition of Customer Insight, so keep your eyes peeled.