Can Extreme Weather Cause Deluge of CX Changes?


A strong customer experience strategy can improve satisfaction and guide brands through the future of more extreme weather.

Weather has been shown to affect consumer behavior and influence purchasing patterns. Weather can affect people’s emotions, influence what they buy and how much they will pay for it.

And, given that for modern businesses the customer experience (CX) is at the center of everything they do, the relationship between the CX and weather, or more recently, extreme weather, is critical to ensuring customers are happy and getting value from all their interactions, rain or shine.

This matters since extreme weather is on the rise. The United Nations reports that from 2000 to 2019 there were 7,348 natural disasters around the world, with $2.97 trillion in global economic losses.

Understanding the relationship between weather and the customer experience by leveraging data-driven, customer-centric insights is going to allow a brand to program their campaigns and messaging more effectively and efficiently to keep customers happy and satisfied.

How Does Weather Affect Consumer Behavior?

It has been known for some time that the weather affects customer shopping behaviors. The basic science is that sunlight causes the brain to release serotonin, which helps to improve mood and calm you down. If you are calm and happy, you are more likely to spend money.

A study found that exposure to sunlight increases the level of consumption as well as the amount spent on each item. Another study found that 40% of mood elevations were affected by barometric pressure and sunshine.

On nice days, brick-and-mortar stores see more traffic, while on rainy days not so much. The flip side occurs for online retailers. A study found that there was a 12% increase in web traffic for retailers in certain verticals on wet or cold days compared to warm sunny days.

Related Article: 5 Overlooked Datasets in CX Road Mapping

How Can Your Customer Experience Help?

A quality, data-driven customer experience can help to ensure customers are happier with your brand, more engaged, and more likely to become long-term customers and even potential advocates. A good CX can reduce churn and improve revenue from your best customers.

And consumers will no longer tolerate bad experiences from brands. For example, 1 in 6 online shoppers will abandon a purchase because of a single bad experience. And customers who are loyal to a brand said they will switch to a competitor after a single poor experience. Just one.

If brands offer a good customer experience, it can help offset the effects of weather on consumer behaviors, as well as drive more revenue. A recent report found 30% of customers are willing to pay more for excellent service that a good CX offers.



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