Using an example, explain in detail how a brand engaged with customers in these Covid-19 times. 2. How did they change and modify their product/service, communication and tactics with a focus to retain existing customers? You can use the above-mentioned points to elaborate your example and add more.?
Covid-19 has disrupted normal work lives and has challenged our economic functionality. Businesses were affected in eclectic ways, and it was important to ensure that the customer experience and engagement was not compromised in such an unprecedented situation. Some insights of how the impact of COVID -19 was handled with the help of CRM.
A. IVR and Mass Mailing: Customer Relationship Management software integration with an IVR application effectively supported both pre and post sales aspects. Mass mailing with the help of Groups from CRM enabled sending newsletters, product and service announcements and marketing messages with ease.
B. Adjusted for relationship marketing - focused on human interactions: During this global crisis, marketing teams showed empathy towards customers. Instead of mass messaging personal connections were created, not because it berlafited the business but because it is what customers needed. Customer segments were created and communicated based on their relationship with the brand
C. Changes in customer preferences - dynamically adjusted strategies: Due to unpredictable changes in outside world, it was important to observe changes while dealing with the customers. Not all customers behaved the same, and behavior sometimes changed week-to-week or day-to-day, with changes not only related to Product or Service preference but also in the mode of communication.
D. Aimed for certainty - leant into existing customers: As customer behaviors and preferences changed and digital communication increased, instead of focusing on new acquisition strategies brands focused on existing customers and leveraged their unique characteristics rather than uncover new audiences.
E. Didn't panic! Resisted the urge to reach to the depth of the database and reach each and every customer. Important to remain calm, make sound decisions, show empathy in planning, creation and execution of marketing strategies, by doubling down on known customers you know wherein there was less uncertainty and more normalcy.
1. Using an example, explain in detail how a brand engaged with customers in these Covid-19 times.
2. How did they change and modify their product/service, communication and tactics with a focus to retain existing customers?
You can use the above-mentioned points to elaborate your example and add more.?
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