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Masks cannot hide your smile

I’m reading a lot about how COVID-19 is going to irrevocably change customer service and customer experience. There’s no doubt that things will change – are changing – in the near term. And after the virus has passed, we’ll continue to see masks worn voluntarily on airplanes, public transportation, and in other densely populated settings. We’ll also be met with hand sanitizer stations at every turn and a variety of touchless innovations, from building security clearance to point-of-sale systems.

Today, we’re in the throes of the virus, with numbers surging in states that had begun to ease restrictions. As a result, stringent protocols are returning and it looks as though this summer, at least in the U.S., we’ll be reserving timeslots at the community pool, navigating one-way aisles at the supermarket, and queuing in lines to enter various retail stores due to reduced capacities.

We are settling into a new rhythm as customers where we run through a mental checklist before leaving the house that now includes, in addition to our phone and sunglasses, a mask and travel-sized hand sanitizer. And customer service providers are also adjusting by anticipating our unique, COVID-inspired, needs. My local Apple Store, for instance, offers complimentary disposable masks for those customers who may have forgotten theirs. This gesture exudes generosity, creates a feeling of goodwill toward the Apple brand, and – because the customer is not turned away – may lead to the sale of a pair of AirPods.

This environment provides a unique opportunity for organizations to shine. Many customers are reticent about venturing out to shop, dine, or exercise. It becomes increasingly important for service providers to be attuned to these customers’ apprehensions. From wearing proper personal protection equipment (PPE) to offering plentiful hand sanitizer, to conspicuously cleaning high-touch surfaces, as is the practice at Life Time Fitness as it welcomes members back into its facilities.

While masks are often suggested for customers, they are required for most service providers. When my family and I recently dined out at a favorite restaurant, the valet attendant and I both wore masks. Even so, he recognized me as a repeat customer and his eyes and tone of voice conveyed authentic enthusiasm for our return.

As I write this, there are more questions than answers about COVID-19 restrictions, reopening timeframes, vaccines, and the longer-term impacts of the virus on consumer behavior. What remains clear is that, if you are a service provider, your mask cannot suppress your initiative, quell your empathy, curb your enthusiasm, or hide your smile.

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