Why moving your business online is a bad idea

The world of business has changed in the past few months, there’s no getting around that fact. But simply throwing your business online and thinking you’re done is a mistake that your business may not recover from.

For example, an online yoga class is different than an in-person one. It’s not better, not worse, but it is definitely not the same and to pretend otherwise does your customers a great disservice. It’s a different product experience for your customers and you must make adjustments for that. Walk through the new CX journey to uncover the difference for your customers as they will be comparing it to their former experiences. Don’t try to make it the same experience, it won’t be. But the possibility does exist that it could be better. You might not be able to recreate the 15 minutes of “before class chatter” of an in-person yoga class, but you can still create a sense of belonging and community in other ways. This gives you an opportunity to brainstorm creative new ideas to bring your students together in different ways that might be more effective at creating the community spirit than the pre-class chitchat ever did.

Treat your customers as if they are new customers because they are – your business has changed. The product offerings, policies and procedures may be, and probably are, different. Have empathy – this may be a stressful time for you and your bottom line, but your customers are going through similar pressures.

The last thing your customers need is for you to slap something online without putting thought behind it or considering their needs. Yes, you may need to move your business online, but only do it if that is what your customers want and need. Don’t do it because it’s suddenly the cool thing to do.

Tips for taking your business online:

There are ways to successfully bring your business online and here are some suggestions.

1.    Understand and recognize that it is not the same product/service as before.

2.    Understand and recognize that it is not the same experience for your customers.

3.    Adapt your product/service for an online format with your customers’ experience in mind.

4.    Translate, rather than imitate, your offerings. They probably won’t be the same, so don’t force it. Lean in to the fact that it will be different. You can choose to make it better or worse than your previous offerings.

5.    Offer trainings, videos or some other way to support your customers with the new protocols and procedures.

6.    Have patience and understanding. You’ve been present at all the meetings and discussions regarding the online transition (even if you were just discussing options with yourself). Your customers have not. They don’t have a clue how you made the decisions you’ve made. They don’t know how the new software or procedures came about or what they are. Create ways to clearly explain everything. They also may not have your technical knowledge or comfort level.

7.    Communicate, communicate, communicate. Let your customers know that you are still there for them, first and foremost. Let them know that you’ve made these adjustments for them and will support them through the transition.

8.    Then, truly support them in the transition. Don’t just say that you are there for them, really mean it. Show them that you are all in this together, not that you are willing to leave them behind if they can’t keep up.

The current global situation is a huge opportunity for businesses to come to the rescue for their customers. Your customers still have needs, you still have ways to meet them, and even better, you can provide them with peace of mind during these unstable times. Be there for them and they’re more likely to be there for you.