Now more than ever, it’s important to know what customers feel and why. Increase voice of the customer (VoC) programs and social listening efforts to better understand customer concerns and needs relevant to your brand. Ask sales and account management teams what they hear from the front lines and monitor customer service emails, calls, and chats for changes in concerns or sentiment.
The next few months will no doubt bring many challenges; brands must anticipate these challenges and take alternative actions. For example:
Support customers and protect customer relationships while staying honest about what your brand can and cannot deliver at this time. Focus on keeping the bonds of trust strong, and avoid actions that provide short-term gains at the expense of customer trust.