How e-Commerce and Digitalization Can Meet Customer Needs in a Post-COVID World

Business NOT as usual

The nature of business has been changing, even before the COVID-19 pandemic struck. Competition for products and services has intensified globally — technological novelty no longer holds the appeal it once did, and neither conventional products nor standard customer service is sufficient to stay above the competition. The arrival of the pandemic only served to accelerate some of these trends. 

The objective of customer service today is no longer just to address customer’s needs effectively and efficiently, but also to proactively anticipate and pre-empt customers’ wants to make their lives easier. Additionally, providing the most cutting-edge amenities has been overtaken by flexible working spaces and recreational areas that cater to the different needs of residents, especially in a pandemic when options become scarce beyond the gates of home. 

Here are some of the changes we observed taking place pre- and post-pandemic in building management and amenities today, considerations to think about to address these changes, and some ways to meet customers’ evolving needs. 

Customer’s needs have shifted towards well-being, not luxury

Even before the pandemic struck, the frenetic pace of our lives was making us shift our priorities towards better balance and overall well-being. The desire to have the newest, largest and trendiest gizmos, cars, and homes was replaced with the need for security, peace of mind, and happiness. Having state-of-the-art gyms did not seem to bring much satisfaction either — in fact, it may have exacerbated the missing social element that is present in group fitness classes. 

The pandemic and social distancing requirements only accentuated these needs further, as homes now had to double up as offices, playgrounds, and sanctuaries. Children needed a way to obtain education, but also playtime with their peers, all while being confined to their home. Parents and working professionals needed home spaces to be flexibly modified to accommodate working arrangements, family time and exercise to cope with the stresses of living in a pandemic. Hassle-free options for shopping and timely delivery of essential items while adhering to social distancing and hygiene practices also became a necessity. These considerations are not only likely to stay for the foreseeable future — in addition to becoming a contingency in case of future pandemics — they have also become the basic expectation of customers moving forwards.

“In today’s competitive market, buildings are being designed with pet spas, rock climbing walls, salt rooms, wine rooms, and coffee bars. Yet amid all these investments, another crucial yet often overlooked amenity is neglected - the service that occurs within these spaces.” 

~ Jeremy Brutus, co-founder of URBN Playground ~

How can you meet these changes in customers’ needs?

It is tempting to design amenities and properties to incorporate state-of-the-art amenities as to make your properties technologically one-of-a-kind. Yet, more often than not, alleviating your customer’s stressors is more impactful than providing a fancy amenity that isn’t used - you’ll be surprised that sometimes the small investments have the biggest impact for your return on investment, customer satisfaction, and consequently, the reputation of your brand. 

At the end of the day, it still boils down to meeting what the customer wants. Time has become a precious commodity during the pandemic. The challenges of working from home often meant more decision-making both while at work and at home, while having fewer options to destress and less time to relax. 

Solutions should be prioritized to enable customers to save time and free up headspace from decisions, while offering convenience and variety despite social distancing restrictions. For instance, e-commerce apps can house a one-stop utilities payment page, cleaning and building maintenance services, delivery options for groceries and other necessities as well as options for leisure through a variety of fitness classes. Chatbots in the app can help address common FAQs quickly, while more complex queries are routed to customer service agents to give more dedicated assistance, 24/7. 

“A person looking at a new or existing rental or condo is choosing a lifestyle, rather than a cold unit of space. This involves interactions that are unique, positive, and personal. Such interactions are the hallmarks of what URBN Playground does, drawing from our background in hospitality and infusing it into the work we do.”

~Amy Blitz, co-founder of URBN Playground~

What have we done at URBN Playground?

We have utilized technology that enables us to not only make the lives of customers easier, but also allows us to leave a personal touch to build relationships with customers. Additionally, technology opened up additional value-adding functions that expanded the breadth of our offerings to meet customers’ needs.

We created an On-Demand Concierge App that is available on both iPhone and Android phones, that serves as an amenities and event booking platform in client buildings. Residents of these buildings can now check on the availability of spaces and book these amenities with just a few swipes of the screen. The booking platform can be white-labeled, customized and seamlessly integrated with our clients' building systems.

The pandemic need not limit us from being able to view properties. We have designed augmented/virtual reality tours for customers to access spaces remotely. Customers who scan QR codes can access an augmented 3D reality of the building amenities as well as a building tour from their mobile devices. 

We have also designed a fitness program, URBN BURN, that identifies the fitness needs and goals of customers and creates a fitness program to meet these requirements. These sessions can be booked through our concierge app. The app hosts a range of workouts, from weight training, HIIT, meditation and even mobility routines that are guided by URBN’s trainers. Users also have access to URBN staff that act as accountability buddies to help customers stay on track for their fitness goals and build healthy lifelong habits.

Wrapping it all up

The lifestyle needs of customers today was already leaning towards better balance and well-being even before the pandemic erupted — the pandemic itself only further catalyzed these changes. The changes in preferences are not insurmountable, and boil down to basic human needs. By tailoring your digital solutions to meet these needs (while employing some creativity and technology in the process), you can build a stronger relationship with your customers, and thus a better brand.