Recent events forced many companies to convert to a work from home routine. Some companies were quick to adapt to this abrupt change, while others still suffer from the impact in their day to day.
It seemed that after the initial shock, it was business as usual for tech companies, while brick and mortar retailers, real estate and manufacturers suffered greatly.
Brands that didn’t or had little to no significant online operation had to react fast to catch up in this race for survival. They suddenly had to take better care of their employees’ experienced, in the battle to retain their supply chain and customer experience.
In this article, I’ll discuss the chain of events brands had to overcome to stay relevant and function, as well as life in the ‘new normal’, were we might face a second outbreak. So how does the ‘new norm’ going to look like, and what are the main items to monitor?
Working remotely
Within a matter of days, brands had to overcome a surprise turn of event to their working environment and business operation. Companies suddenly had to rethink shipment and delivery during a lockdown, Zoom meetings, and other creative solutions to provide excellent customer service.
Acting fast was the only way brands could ensure the relevancy to the new normal of the COVID world. Brands had to navigate their way between their employees and fast changes in consumers’ taste.
For example, companies that value their employees’ experience made sure to provide them with a decent home office. By taking a look at the Amazon best sellers for this category, the best-selling items are mainly home office supplies.
Help your employees results in a better level of service
Customers seek support and reassurance from their familiar brands. Delivering rapid solutions to their changing needs and concerns will help to keep them loyal.
Here are some ways brands should address their employees and customers in a crisis:
- Make sure that customers and employees are aware of the resources, care, support and concern the company invests in them. Let them feel that they can rely on the brand under challenging times.
- Help your employees by understanding the needs of the customers. Provide the essentials for your service: Make sure your company is digitated for online access, establish a delivery system and a touch-free environment for physical shopping (plexiglass guards).
Taking care of your employees and trying to improve their lives during social distancing might even be more critical.
Brands that took an active approach and arranged their employees’ with online workouts during a workday sent small but thoughtful girts to their homes and established experience questionnaire witnessed an increase in customer experience almost immediately.
One of the most important things brands should focus on right now, is leading customers and employees towards the post-COVID world in a safe manner.
First, understanding and predicting the evolving needs and tastes of their employees and customers will lead to a better relationship and sentiment.
Second, analysing business and marketing strategies will allow brands to stay relevant.
Taking proactive measures by ensuring the brand has a stable array to face the world’s changes and comprehending peoples’ needs faster than ever.
Keeping consumer sentiment at it’s best
On the one hand, there are brilliant brands who were able to stay relevant and vibrant even though their product became less desired during the pandemic. Cosmetic companies, for example, used their resources to formulate essential products like sanitisers, donated products to vital workers and charity. They made sure that when the lockdown is lifted, consumers will have them in mind.
On the other hand, manufacturers of essential products had to adjust to their customer’s fast-changing needs rapidly. Companies added moisturising to their self-hygiene products due to frequent hand wash and sanitising.
Brands who managed to adapt fast can stay vibrant and even thrive during a crisis— keeping their customers loyal during this pandemic.
Conclusion
Excellent communication and taking extra care of employees’ needs contributes to a brand’s sentiment in multiple ways. Empathy towards your staff will lead to higher morale ethic, trust and healthier working environment and positive atmosphere.
By embedding the above in their corporate toolbox, brands will discover their employees are more satisfied and productive. They will also likely witness other accretion in the company, such an increase in brand loyalty, customer experience and sentiment.