Customer relations in uncertain times

Many businesses in almost every sector face unprecedented challenges. However,staying true to brand and purpose, above all, can help organizations respond appropriately and stay resilient.

At times like these, two foundations of customer loyalty - trust and confidence - are being put to the test. Brands that put customers’ interests first can set an example of leadership. Finding ways to help customers - for example, by temporarily instituting more flexible refund, change, and pricing policies, even at the expense of the near-term bottom line - may brighten a brand in the long term.

Supporting customers during the current situation can take many forms, including the following:

Be true to brand and purpose. Brands that genuinely demonstrate empathy and put their core values to the test will likely weather the storm better than others. In times like these, every interaction with customers and partners is an opportunity to demonstrate what an organization is all about.

Communicate with customers. Letting customers know they are appreciated - even if they are buying fewer goods and services - sends an important message. Listening closely to customers and responding appropriately is just as important. Brands that communicate well during difficult times can forge stronger, long-lasting bonds with their customers.

Communicate with employees. Communicating with employees, especially the ones who serve customers, is crucial, as it will be necessary for employees to assure customers of uninterrupted service or to advise them of any issues that might arise and help come up with solutions. In many cases, employees may need to be redeployed or retrained to address changing needs within a business. Employees can also provide valuable feedback to management on the urgent needs, questions, and sentiments they are hearing from customers.

Develop new ways of working with customers. People may prefer to work from home more, and companies may have to accelerate the move to remote working. As this becomes more common, the parts of an organization that already work effectively with remote teams can lead the way.

Team up and share resources. Now is the time to collaborate with alliances to put resources to good use in local communities. Supply Chain Management is very much part of this. A business that runs out of inventory, for example, could team with a competitor or an adjacent market to source the material, helping maintain customers’ trust and confidence.

Review marketing and advertising. Brands may want to delay marketing and advertising campaigns related to launches of new products and services. They may also want to review spending on paid search, digital and social media, and traditional paid media relative to their ability to fulfill service levels. As the pandemic continues, people will be looking for moments of relief, escape, and joy. Staying on top of the changing narrative—and sharing positive and authentic messages—can help brands stay connected to consumers.

Despite the uncertainty of today’s climate, it’s important to remember that businesses have faced crises in the past and will face them again in the future. Brands that show customers how valuable they are—by keeping their interests first and foremost—will likely be rewarded with long-term loyalty and trust.And remember, as we revive our businesses, we need to revive demand!!! We need our customers.

Let me add that the uncertain climate puts more emphasis on transparency, fairness and integrity in business. Shortcuts are not part of the New Normal!

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