Many well-established brands are looked to as a source of truth by customers, but not every brand is comfortable or able to be that type of entity to their customers. Nor should all brands feel they need to be. No matter the motive, be transparent with customers about your mission and goals. An ongoing communication plan makes sure customers always understand the brand’s stance.
2. Listen to your employees and work hard to meet their needs
Times of global uncertainty can affect any employee’s mental health, even those who haven’t struggled with mental health issues in the past. The stress combined with high performance expectations at work can be increasingly hard to reconcile. A little humanity and grace go a long way if employees:
- Feel powerless or are dealing with unresolved emotions.
- Have struggling relatives or friends who they’re trying to support.
- Question if what they do really matters.
Your customer-facing employees in particular have to balance their own concerns with those of customers to deliver the brand’s promise. Employees are human after all, and that means they appreciate empathy and compassion, especially from their employers (and when they might not expect it).
Don’t guess what employees need. Survey them regularly to gauge their wellbeing and see what needs they’d like met to feel heard and cared for on a social, emotional and psychological level.
3. Listen to your customers and act on good information
Keeping a watchful eye on the changing needs of your customer base helps ensure you can act quickly to meet their needs. Improve customer experience through an evolving approach rooted in a good feedback loop and followed up with data-driven action.
Related: Learn how listening to your customers involves more than just surveys.
4. Continue initiatives meant to improve the customer relationship
Global disruptions often result in new customer segments for brands, and many brands have launched successful initiatives to alter or improve loyalty and engagement programs. While the adjustments are necessary, you also need to account for flexibility. (You never know when a once-in-a-hundred-years moment will occur.) Nimbleness will be the trait of winning brands over the next decade.
5. Create more positive brand experiences
It’s easy to get bogged down with negativity, and that’s why positive brand experiences have such a meaningful impact during times of disruption.
A surprisingly positive interaction with a brand can be jarring, in a good way. The mileage brands get from creating positive experiences is quantifiable through social momentum, retention statistics and increased customer value. Positive touches can be small things like encouraging empathy and compassion from your employees toward customers to big surprise-and-delight rewards for unsuspecting customers.
6. Keep your focus on how to help customers
Most leadership teams have probably questioned if they should respond to the latest hot topic or not. In the event of uncertainty, don’t panic. Sometimes, less is more for your brand. As long as our society continues to be built on supply and demand, people need what brands sell and do. Just be real about the value you’re bringing to your customers.