It’s important for brands to go beyond the customer service basics and mere ‘hygiene’ factors in order to stand out from their competitors, according to Emma Gardner, executive design director at creative agency Smyle.

Why it matters

Consumers’ expectations of customer service and experiences have changed dramatically during the course of the COVID-19 pandemic. It’s more important than ever for marketers to be armed with statistics, research, and insights to improve services.

COVID-19 remains a threat, so it’s important that audiences feel safe when attending events or accessing services. Brands should design customer services with wellbeing front and centre. Ignoring...