Marketing and CX During a National Emergency: Getting Real About Customer-Centricity

Customer journey management is based on understanding customers' needs, preferences and behaviours in order to create a positive customer experience. In a major crisis, such as the COVID-19 pandemic, this focus needs to shift to supporting customers through the difficult time. It is important to use customer data to understand their specific challenges and provide meaningful help.

Organisations should ask three questions to help guide their customer centricity: How is this crisis affecting my customers? How specifically can we help? Can the help offered become a new standard operating procedure?

By helping customers adjust to the new ways of interaction, businesses can demonstrate their customer centricity and commitment to success. Asking the questions above can help guide meaningful change and help customers adjust to the new reality.