Connecting with customers in times of crisis

The global crisis has forced companies to rapidly change the way we work and live. Many aspects of business and personal life are being challenged. Companies are doing their best in ensuring an effective crisis response, ensuring that supply chain disruptions are minimized and safeguarding the well being of their employees by adjusting their work practices.

In this scenario how are the companies take care of their customers? Companies are creating seamless and convenient experiences but the customer focus has changed towards more essential concerns. Companies are reorienting customer experiences towards more safety, security, and everyday convenience. By consciously providing empathy and care during the crisis, companies can build a foundation of goodwill and long-lasting emotional connect.

The first thing companies have done is to stabilize operations and safeguard employees. It is only after stabilizing their working can they find ways to show empathy and connect with their customers. The recommendations given below would help companies to plan out their strategies systematically.

Minimize risk in physical interactions with product and services

The first responsibility is to prevent the spread of the virus. Retailers have responded by limiting the working hours, making home deliveries, allowing limited customers to enter the stores, and putting physical distance stickers on the floor to aid compliance. Delivery companies are offering contactless delivery. 

Actively contribute to safety by innovating the product portfolio.

Review the product mix to identify what is required right now and also list down products that can be quickly adapted to provide what is required. Companies can use their strengths to provide essential goods even if it is outside their current offerings. Many companies are radically designing new products to meet emergency requirements. 

• Distilleries are producing sanitizers.
• Apparel manufacturers are making face masks and protective gears,
• Engineering companies are making ventilators. 
• Rideshare companies are transporting medicines and basic goods. 

Companies like these are showing their commitment to customers and society. This also keeps their employees productively engaged despite substantial reductions in their core business.

Provide pragmatic help to customers in financial distress

Once the basic needs of the customer are taken care of his next major worry is finance. As companies are forced to scale down their operations due to reduced demand, many customers face income issues. Companies should look at providing flexible payment options. 

• Banks are flexible payment obligations. 
• Telcos are not cutting off connections due to non-payment. 
• Utility companies are continuing supplies despite non-payment. 
• Travel companies are waiving off cancellation charges.
• Food companies are offering free food to children who order through their app.

Support the emotional needs of customers trapped at home.

Many people are forced to stay at home for extended periods due to lockdown. many companies are offering special facilities to make their stay manageable.

• Telcos are offering free data for the next 60 days.
• Entertainment channels are releasing extra content 
• Some theatres are offering free digital shows to virtual audiences.
• Google art & culture has connected with museums and offering virtual tours. 
• Apps are providing free subscriptions to healthcare professionals and unlocking free content.

Actively shift customers to online channels

With everyone being directed to stay at home, companies that previously depended upon physical operations have had to direct them to take up online alternatives. Customers were already familiar with online shopping for consumer products, groceries, discretionary spending but they have an only online option to avail of the services they desire.

• Gym companies are offering online workout classes
• Schools, teachers, parents, students are shifting online for their learning requirements.
• Banks are providing online tutorials to make the experience easy to understand and learn.
• Medical care is being provided remotely through digital services. 

This dramatic shift to online and digital channels will increase online traffic in the future.

Stay reachable, treat customers with empathy

With physical channels inaccessible, customers are turning to online channels for queries and requests that require personal attention, Bans, telcos, and many companies are acing increasing incoming calls with their employees are being shifted to remote working environments. Companies that have been able to roll out equipment to their employees and set up working from home environments have maintained engagement with customers seamlessly. Other companies have started additional digital channels like wecht, WhatsApp to offer support and consultations. Companies are constantly reevaluating how to prepare their agents to address new requirements.

Demonstrate care about the community

Companies can stay true to their vision While showing they truly care about their customers. Action taken during crises can help build trust and reinforce the brand value. 

• McDonald and ALDI initiated a staff sharing plan so that employees from closed branches can be redeployed in each other's stores. 
• Companies are delivering fresh, free meals to health care workers.
• Alibaba is giving away free shoes to health care workers.
• Pharmacies are making space in their vicinity for medical testing.
• Some software companies have developed a free data resource hub to help understand epidemic data in realtime.
• LinkedIn is providing free access to its premium services for a limited time to help customers.
• Public service announcements on prevention and care help reinforce the precautions during the epidemic.

Leading companies are pivoting from marketing to helping customers and from fulfilling customers' desires to meeting their needs. Leading in a caring manner has the potential to make a real connection that will outlive the epidemic. Companies should consider it a duty to serve communities in which they do business.

Connecting with customers in times of crisis

Mckinsey April 2020

by Fabricio Dore, Oliver Ehrlich, David Malfara, and Kelly Ungerman