The pandemic had various effects on customer service and brand loyalty for many companies. Vice President Chris Ventry was featured in a Retail TouchPoints special report looking at the ties between customer service and loyalty, and how they can provide additional touchpoints for data gathering.

Chris looks at how the pandemic has impacted customer loyalty stating, “COVID caused changes due to necessity: you may have preferred purchasing Charmin at Walmart, but you were happy to get Quilted Northern at Target if it was available. These types of substitutions had a big impact on brand loyalty.”

Good customer service can help companies navigate customers with shifting brand loyalty. Chris notes, “Just as there’s personalization in marketing and merchandising, there will probably need to be personalization with regard to customer service.”

Download the full report here.

Chris Ventry serves as a Vice President in the Retail & Consumer Packaged Goods practice at SSA & Company