My Dad would often say, “When you are looking in the rearview mirror, you see everything with 2020 vision.” Little did I know how prophetic his words would be for the year we’ve just experienced!
Consumer attitudes and behaviors have varied greatly throughout the pandemic. It’s important to understand that what worked for our marketing and member experience efforts before and during the height of the crisis may not be relevant for what’s next. It’s not as simple as adjusting to the “new normal” or getting back to business as usual. Instead, we’re experiencing a slow, evolutionary change that requires a measured yet thoughtful approach.
As we put the pandemic in the rearview mirror, we should set our sights on what’s in front of us, tap into how consumers are feeling and behaving now, and use what we’ve learned to retool our member experience and marketing.
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