Index reveals significant shifts

During the Covid-19 pandemic, businesses across the board had to up their game. In a postpandemic world, their challenge now is to humanise, not only as far as customer experience is concerned but also in the workplace, says Sarina de Beer, MD of Ask Afrika.

This year’s Ask Afrika Orange Index showed some rather significant decreases in performance in the banking, telecommunications and some insurance sectors. “At times they lacked a clear relevance in their positioning to life contexts and showed a lower understanding as far as customer needs are concerned. Our research indicates many companies in these sectors struggled to break through and reach or establish a deep sense of connection with customers.”

The majority of day-to-day retail environments, on the other hand, delivered an improved performance. “Retailers are playing in to the desire for instant gratification, disruption and relevance — especially regarding convenience — while at the same time playing into the need for revenge shopping, changed eating habits and consumption that is driven by deeper emotional needs given the increased fragility we are seeing in society,” she explains.

“The retail industry understands the significance of integrity and ethics which is why their conduct reflects honesty, goodwill and a certain humanity in all their customer engagements.”

However, it was the medical aid sector that had arguably the biggest shifts as far as customer satisfaction and experience is concerned. “Medical aid plans have become exponentially more complex. Customers are confused with their conflicting messages and lack of clarity as far as benefits and exclusions are concerned. Above inflationary increases are countered by the fact doctors’ fees are never fully contracted in, requiring members to make up the balance. Not surprisingly, consumers feel an element of resentment.”

Another significant shift revealed by this year’s index is just how emotionally invested South Africans are in their homes, regardless of what — or where — that home is. This shift has manifested in a growing number of respondents saying they are renovating their homes — even if the renovation is not necessarily warranted.

“Survey respondents gave emotional feedback to the renovation question saying words such as ‘want’ and ‘need’ when explaining how they planned to acquire an extra room and more space as families start living together differently,” she says.

The increased reports of renovations is part of the shift towards accommodating changing needs including more conducive social interaction, enhancing quality of life, healthier relationships, enhanced experiences and repurposing space as more family members live at home.

“People are spending more time at home. They are doing more home entertaining, investing in outdoor spaces, home offices and better home connectivity. Our research indicates people are willing to spend more money on their homes now than they were prior to the pandemic.”