Inma de Blas, Consultant Trainer & Certified Coach, brings her thoughts on customer relations in times of crisis: how to maintain the link with Iceland Email Address our customers? What is changing in our relationship to them? What attitudes to adopt? This article offers you some food for thought and some answers. This unique situation surprised us all one morning when we woke up. It was new, suddenly, violent. Overnight, companies were shut down and forced to reinvent themselves to limit breakage. How to organize the work with its collaborators? How to fulfill orders? But also and above all … How to keep the link with its customers in these special moments? And me, a client, in what state of mind was I? Was I afraid of getting sick?

to lose my job? of the future ? of confinement? Was I frustrated that I couldn’t get out? Or happy to finally have time for me and mine? How does a crisis impact customer relations? The Chinese have two ideograms for the word crisis: “Wei” which means “danger”, and “Ji” which means “opportunity”. Companies and customers have chosen to experience this crisis either in danger mode (fear, anguish, anxiety, frustration which lead to inaction) or else saw it as an opportunity to reinvent themselves, discover, learn, recreate links . What is special about a crisis? What is the difference with the world before? These are our feelings, our emotions. We are more detached from superfluous things and experience these moments more with our limbic brain, the part that handles emotions and basic needs, than with our cerebral cortex, the rational part of our brain.

5 practices to adopt quickly to preserve your customer relationship in times of crisis

How to adjust your customer relationship during a crisis? What were the concrete actions of companies during this crisis? How did they communicate? I will cite here 2 examples which illustrate one of the flops and one of the tops of this period: FLOP : The offer of the brand of glasses Polette which, in the midst of a shortage of masks for caregivers, offered to remain protected by offering two masks for any purchase of glasses. An interested, opportunistic communication that aims for immediate purchase and only cares about its profit. The backlash was not long in coming and the brand had to withdraw its communication. TOP : The travel agency Oovatu, for its part, decided to repatriate all its customers at its expense from the start of the pandemic, prioritizing the safety of its customers for its own benefit.


Communication in this direction was sent to all its customers in order to reassure them and to keep the bond of trust established for many years. A human-based, generous and altruistic action that looks at the customer as a partner and responds to their needs to feel supported without immediate commercial ulterior motive. How and why to put yourself in your client’s shoes in times of crisis? In order to take into account the state of mind of our customers and be able to meet their current needs, I invite you to discover the empathy map, a marketing tool that allows you to adapt your strategy by answering a few questions: What does your client need to see? to hear? to feel? What do we want them to think and say about us, the company and the employees?

2 winning positions to improve the quality of your customer relationship in times of crisis

By putting ourselves in the client’s shoes, with his needs and expectations, we will be able to touch him to the heart, win or regain his trust and thus, perpetuate a lasting relationship. The results of satisfaction surveys (otherwise called NPS for Net Promotor Score) show that a customer will be more satisfied by a refusal if the relationship quality with his interlocutor has been good, than a customer who has obtained satisfaction in his request with a poor relationship quality. The difference ? Consideration, respect, involvement, exchange and doing the best to meet your request. The taking into account of his state of mind, the respect and the acceptance of his emotions while proposing a solution, an adapted answer.

What are the benefits for each person from this type of relationship? For the customer: trust. If he feels understood and knows that he will have the right product / service suited to his situation, he will offer his loyalty in return. The latter is the holy grail for any society. By building loyalty, the company saves on investment in new prospects, ensures the continuity of its development and strengthens its brand image. A virtuous circle, its profit is only made if it serves its customers. practices to adopt quickly to preserve your customer relationship in times of crisis.So, to maintain customer relations in times of crisis, here are 5 winning attitudes: Inform your client : be transparent about the measures put in place to ensure the best quality of service in exceptional circumstances.

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