Your customer’s journey during COVID-19

COVID-19 is disrupting nearly every aspect of American life, including how customers interact with your business. The road from discovery to purchase is filled with nuances that didn’t exist a year ago. Let’s walk through the main stops on the customer journey and look at the potential impact of COVID-19.

Opportunity is the point when your potential customer has a need you could help with.

COVID-19 effect:

Since COVID-19 is causing
lifestyle changes, these wants
and needs may be different.


of consumers have tried new shopping behaviors.1

Ask yourself
Have you thought about how COVID-19 has impacted the value you can offer customers?

Discovery is when someone learns about your business for the first time. It’s important to clearly demonstrate how what you do can help them.

COVID-19 effect:

Changing habits means customers are more likely to try new brands. Companies that rely on foot traffic may need to explore new strategies.


of customers have tried a new brand since social distancing began.2

Ask yourself
Have you evaluated whether your marketing efforts still encourage more people to try out your business?

Consideration is when a customer has learned about a product or service and is thinking about making a purchase.

COVID-19 effect:

Customers who are worried about the virus and the economy may be more likely to focus on safety precautions and price when considering a purchase.


of Americans say they’re spending less money since COVID-19 started, so consumers may have a harder time moving from consideration to buy.3

Ask yourself
Have you explained the safety precautions you’re taking to protect customers?

Buy is the point in the journey when your potential customer becomes an actual customer.

COVID-19 effect:

Touch-free purchasing can help your customers feel more at ease.

Customer preference for contactless payments is up


Ask yourself
Are you thinking beyond checkout and sanitizing deliveries and returns?

Experience refers to how a customer feels about their interaction with you. A good experience can build a bond between you and the customer and may even turn them into an advocate.

COVID-19 effect:

Supporting customers who may feel vulnerable or uncertain can jump-start a great relationship.

During the last recession, companies with highly rated customer service saw


higher returns.5

Ask yourself
Are you thinking beyond checkout and sanitizing deliveries and returns?

1. Consumer sentiment and behavior continue to reflect the uncertainty of the COVID-19 crisis, McKinsey, July 2020
2. Brand loyalty declines amid COVID-19,, citing study by AlixPartners, April 2020
3. Consumer Spending Pullback Similar to 2009-2019, Gallup Poll, May 2020
4, 5. Adapting Customer Experience in the Time of Coronavirus, McKinsey, April 2020