Customer and brand

COVID-19 enterprise resilience checklist: We help you navigate the now, next and beyond

Customer and brand: key considerations

These are key focus areas in the near term:

  • Research impact by customer segment
  • Scenario analysis to model demand changes
  • Understand customer liquidity impacts
  • Immediate brand sentiment analysis
  • Communicate with empathy and clarity
  • Immediate mitigation of any “tone-deaf” communications
  • Mitigate product supply issues
  • Align communications with sentiment analysis
  • Use analytics for targeted and empathetic campaigns
  • Expand digital resources and access for virtual sales and service
  • Expand network capacity to handle increased digital demand
  • Mobilize virtual agile development practices

Organizations are preparing themselves to be able to operate in a new normal.

  • Consider non-crisis related “escapist” communications
  • Continued transparent and empathetic comms
  • Create, revise and enhance digital customer journeys
  • Prepare capacity and content for self-service and digital sales
  • Enable remote experiences with a personal touch
  • Shore up capability for digital payments

Reinvention and the pursuit of new sources of value over the long term.

  • Ongoing brand sentiment tracking
  • Prepare for recovery campaigns
  • Re-align brand messaging with recovery
  • Reflective comms on learnings and the optimistic future
  • Invest in emerging digital technologies
  • Embed automation in operations (configure price quote, order execution, fulfilment)
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Our Future Consumer Index on behavior and sentiment across five key markets shows how the pandemic is creating new consumer segments.

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