Are Customers Still Accepting of the 'Covid-Excuse'?: A Look at Expectations in 2022

By 2022, we may have assumed Covid would be a thing of the past. With the introduction of vaccines, new treatments and social distancing guidelines, we believed we were putting up a good fight. But, cases are soaring again — now higher than ever before, keeping individuals quarantined at home, reminded of the initial stages of the pandemic now almost two years behind us.

This time seems different though; we see things from a new light, and for many, this comes with greater expectations and far less patience. Back in 2020, we may have been willing to put up with disorganized service experiences, long wait times and closed storefronts, but many feel that companies have had long enough to figure it out. The Covid excuse is not cutting it for some, even if there are obvious hindrances still present today.

This realization and shifted perspective, however, may be more recent than expected. From our own research, when asked about Covid excuses back in August 2021, only 31% of customers stated that they were less willing to tolerate these service issues. The greater majority was either willing to tolerate or indifferent about the explanation. However, during this time frame, cases were seemingly contained — providing a sense of optimism that outweighed many of these minor inconveniences.

Now, we’re seeing similar case numbers to 2020, with much more experience under our belts. Bloomberg Businessweek reporter Arianne Cohen states, “Although tossing off a Covid excuse may seem benign, it creates a messaging problem because it’s likely deceitful: Customers are now savvy to the fact that supply chain, safety, and staffing challenges are well-established market conditions—not sudden pandemic blows.”

But, on the other hand, for businesses struggling with things like staffing shortages, this may not seem like an excuse, but a serious challenge. Additionally, this time around, it may be a bit harder on businesses who were previously shut down during 2020. During the early pandemic, safety restrictions prompted a massive shutdown of dining rooms and retail stores nationwide; and while this posed a major challenge, things like staffing shortages were less prominent. Now, operating in the face of these limitations, businesses may still feel highly intimidated by these current circumstances and unsure about the best way to proceed. 

Covid Excuse and Renewed Empathy

Although many customers are definitely feeling ‘Covid excuse’ fatigue, some are still understanding of these outstanding conditions. In The New York Times recent profile on the state of customer service, readers agreed that service may still be deteriorating, but their empathy is still alive and well. Reader Alex Taft shared his perspective shift, “I feel my own standards as a customer have changed. Knowing that most people in these jobs receive low pay and may be new to the job, I am kinder, more patient and have lowered my expectations as to prompt, competent service.”

This is a common theme; for some customers, the circumstances of the pandemic have made them more aware of the challenges of the service environment. With many accounts of customers treating service workers worse than ever, individuals feel a greater sense of compassion and empathy toward front-line workers. Further, during surges, these workers are placing themselves at risk and introducing themselves to greater stress and anxiety, giving customers yet another reason to be more understanding during less than stellar service experiences. 

On both sides of the coin, however, it seems as though service is currently on a decline — which goes against everything companies are working toward. Leading organizations continue to compete on experience, making strides to deliver better, more seamless and innovative service for customers. But, maybe these companies should have taken this time to simultaneously prepare themselves, and their staff, for these inevitable surges. While we certainly know that we cannot control the circumstances of this pandemic, at this point we know we must still prepare for change.

To combat this, companies should strive to reclaim the determination and ingenuity they bravely took on during the first wave of the pandemic. At that time, businesses were quick to enact changes, establishing buy-online pick-up in-store programs, using video conferencing technology, and continually working to improve experiences for a newly virtual world. As we continue in 2022, it may be time to take inspiration from our previous successes and initiate technology and processes that reflect modern needs. By preparing, supporting and inspiring customers and employees during critical moments, companies can surely get through this next surge and, in time, secure long-term CX success.

Photo by PEXELS