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.
Read more at McKinsey.