How to win customer experience today and after a pandemic

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As we approach the end of a challenging year, people are slowly starting to shop again. But they are doing so carefully and consciously, buying local and embracing e-commerce more than ever.


Going forward, brands will need to be prepared to take a variety of in-store and online measures to serve today’s shopper. Savvy but cautious customers expect a safe in-store experience in addition to high-quality service, have a growing desire for personalization, and want an online experience that is as engaging and humanized as an in-person one.
Meeting these needs leaves many brands facing a massive undertaking to survive.

To understand what matters most to customers, it directors managers mailing lists Havas CX surveyed a mix of 2,000 prosumers (forward-thinking early adopters, influencers and proactive in what they do and share) and mainstream consumers in the US, UK, France and China.

What we learned will help brands deliver meaningful customer experiences now and in a post-Covid world:

3 icons represent the takeaways for brands that want to capture early adopters' attention. Rating stars: Catch up to customer expectations. Person icon: Humanize experiences with personalization. Clock: Rethink “time spent” metrics.
Catch up with customer expectations As we approach the end of a challenging year, people are slowly starting to shop again. But they are doing so carefully and consciously, buying local and embracing e-commerce more than ever.


Going forward, brands will need to be prepared to take a variety of in-store and online measures to serve today’s shopper. Savvy but cautious customers expect a safe in-store experience in addition to high-quality service, have a growing desire for personalization, and want an online experience that is as engaging and humanized as an in-person one.
Meeting these needs leaves many brands facing a massive undertaking to survive.

To understand what matters most to customers, Havas CX surveyed a mix of 2,000 prosumers (forward-thinking early adopters, influencers and proactive in what they do and share) and mainstream consumers in the US, UK, France and China.

What we learned will help brands deliver meaningful customer experiences now and in a post-Covid world:

3 icons represent the takeaways for brands that want to capture early adopters' attention. Rating stars: Catch up to customer expectations. Person icon: Humanize experiences with personalization. Clock: Rethink “time spent” metrics.
Catch up with customer expectations

As customers shop more on digital platforms, they confidently demand an end-to-end experience that lives up to their expectations. Digitally mature and customer-centric brands able to meet people’s needs during the pandemic left their competitors scrambling to improve or lose market share.

Ultimately, better interactions mean that brands must meet changing customer standards to remain relevant. That is, the latest and greatest experience a shopper has anywhere becomes the minimum expectation for the experience they want anywhere.


If your website is currently your main storefront, prioritize experience. According to our survey, 78% of prosumers and 59% of mainstream consumers want to easily connect with a human being, whether through chat or video interaction, even when there is no physical store.

Be aware of additional fees, especially if your online business is the only option available. Today's customers view digital storefront maintenance as cheaper than brick-and-mortar stores, and paying more for services feels like overdue and penalizing.

They are much more likely to buy from a brand if they offer free returns (91% prosumer, 84% consumer), free shipping (89%, 85%) and fast delivery (86%, 74%).

Line drawing of a human silhouette with thought bubble: 78% of prosumers and 59% of mainstream consumers want to easily connect with a human, even when there's no physical store.
Photo translation: "78% of prosumers and 59% of mainstream consumers want to easily connect with a human, whether through chat or video interaction, even when there is no physical store."


Simple and useful also wins when it comes to site content and marketing. People are exhausted from spending so much time online; don't make them dig to find what they need.

If a human isn’t available, 62% of prosumers and 39% of mainstream consumers want real-time chat with automated customer service. They are also more likely to purchase if they can find easy answers to their questions (89% prosumer, 77% consumer) and see customer reviews (87%, 71%).


Customers no longer tolerate brands whose digital experiences are driven by cost and legacy technology. They have grown accustomed to user-centric champions and expect nothing less in the future.


As customers shop more on digital platforms, they confidently demand an end-to-end experience that lives up to their expectations. Digitally mature and customer-centric brands able to meet people’s needs during the pandemic left their competitors scrambling to improve or lose market share.

Ultimately, better interactions mean that brands must meet changing customer standards to remain relevant. That is, the latest and greatest experience a shopper has anywhere becomes the minimum expectation for the experience they want anywhere.


If your website is currently your main storefront, prioritize experience. According to our survey, 78% of prosumers and 59% of mainstream consumers want to easily connect with a human being, whether through chat or video interaction, even when there is no physical store.

Be aware of additional fees, especially if your online business is the only option available. Today's customers view digital storefront maintenance as cheaper than brick-and-mortar stores, and paying more for services feels like overdue and penalizing.

They are much more likely to buy from a brand if they offer free returns (91% prosumer, 84% consumer), free shipping (89%, 85%) and fast delivery (86%, 74%).

Line drawing of a human silhouette with thought bubble: 78% of prosumers and 59% of mainstream consumers want to easily connect with a human, even when there's no physical store.
Photo translation: "78% of prosumers and 59% of mainstream consumers want to easily connect with a human, whether through chat or video interaction, even when there is no physical store."


Simple and useful also wins when it comes to site content and marketing. People are exhausted from spending so much time online; don't make them dig to find what they need.

If a human isn’t available, 62% of prosumers and 39% of mainstream consumers want real-time chat with automated customer service. They are also more likely to purchase if they can find easy answers to their questions (89% prosumer, 77% consumer) and see customer reviews (87%, 71%).


Customers no longer tolerate brands whose digital experiences are driven by cost and legacy technology. They have grown accustomed to user-centric champions and expect nothing less in the future.