Customer and brand

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)