Connecting with customers in times of crisis

Executives are typically approaching customer experience by creating seamless, convenient and engaging customer journeys; however, the needs of customers at the moment have shifted dramatically towards more essential concerns. Leading organizations are reorienting their customer-experience efforts to meet their customers’ primary needs, such as safety, security, and everyday convenience. These actions will inevitably speak louder than words in a world where companies are increasingly advertising a message of “we are here for you.”

Companies can consider seven actions to emotionally connect with customers:

Minimize risk by reducing physical interaction
Actively contribute to safety by innovating the product portfolio
Provide pragmatic help to customers in financial distress
Bring joy and support the emotional needs of customers ‘trapped at home’
Actively shift customers to online channels
Stay reachable and treat customers with care in personal interactions
Demonstrate care for the community through company values

By consciously providing empathy and care during this crisis, companies can build a foundation of goodwill and long-lasting emotional connections with the communities they serve.