Bain & Company gives marketing advice that teaches businesses how to empathize, communicate and support customers during a crisis

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Customers and Employees Need Your Empathy

Empathizing with Customers and Employees – Bain & Company gives marketing advice that teaches businesses how to empathize, communicate and support customers during a crisis

Summary:

Bain & Company article from Customer Strategy & Marketing practice, focuses on urgent actions companies can do regarding customer relationships and marketing during the Coronavirus crisis:
  • Five Stages of Loss – Approach customers from lens of five stages of grieving loss, with focus on reducing their anxiety and risk, with high-value customers possibly meriting one-on-one outreach
  • Role-Based Approaches – Different sectors have more important roles to customers during this time, which may require more reassuring tones of communication, while non-essentials may possibly limit marketing other than for business continuity or supporting needs in new ways
  • Gather Feedback But Be Sensitive – Use feedback system to give customers ways to ask company for help, as well as employees to express their needs and concerns, but be sensitive to frequency of solicitation, triggers and invitation wording
  • Retain Followups and Marketing – Modify criteria for followup calls, while considering shifting marketing spending to relevant channels, such as news sites, as well as tracking metrics and emerging trends
  • Avoid Tone-Deaf Self-Promotion – Reexamine advertising and direct marketing for anything that comes across as tone-deaf, insincere, or opportunistic, and focus more on supporting customers and community
  • Add Value to Customers – Identify and reach out to most important customer segments with “signature” or “symbolic” actions, even at cost of some pain to company, to encourage their trust and loyalty
To read article for free, please access Bain & Company’s website at https://www.bain.com/insights/customers-and-employees-need-your-empathy/
Company: Boston Consulting Group (BCG)
Categories: Customers, relationships and channels, People and culture
Source:

Original publication date: March 24, 2020

Date last updated: April 15, 2020