{"id":50408,"date":"2020-05-11T18:21:00","date_gmt":"2022-10-18T18:21:59","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50408"},"modified":"2022-11-02T02:45:25","modified_gmt":"2022-11-02T09:45:25","slug":"especially-in-crisis-empathy-reigns","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/especially-in-crisis-empathy-reigns\/","title":{"rendered":"Especially in crisis, empathy reigns"},"content":{"rendered":"\n

The research firm also maintains a corporate response tracker for how the 100 largest US employers treat workers, customers and local communities during the crisis. They believe COVID-19 marks a turning point where companies prioritise good treatment of stakeholders over the needs of shareholders. <\/p>\n\n\n\n

To understand specific steps companies can take to lead with compassion and emerge prosperous on the other side, we spoke with Jeanne Bliss, who has spent more than three decades driving exceptional customer experience as Chief Customer Officer at Land\u2019s End, Coldwell Banker, Allstate and Microsoft. She is also the author of four best-selling books on customer experience and is the co-founder of the Customer Experience Professionals Association.<\/p>\n\n\n\n

The founder of advisory firm Customer Bliss, which helps companies define and live the behaviours that create deep customer relationships, she believes the best businesses earn and maintain the trust of their communities through a continued commitment to doing the right thing. <\/p>\n\n\n\n

“The memory of how you conduct yourself now is what will bring people back when this is over,” she says. <\/p>\n\n\n\n

Here are three ways Bliss advises companies to lead right now:<\/p>\n\n\n\n

1. Practice fearless listening<\/h2>\n\n\n\n

Simulate physical office arrangements:<\/b> Brainstorming and collaboration are critical as we all work remotely. Bliss suggests setting up a \u2018digital nerve centre\u2019 to simulate the office environment, using tools like Zoom Room. Teams can go even further with always-open virtual rooms that enable anyone with the link to pop in with questions or contributions. This openness should include senior executives to encourage brainstorming from all levels.\u00a0<\/p>\n\n\n\n

\u201cThis breaks down who is more important than who,\u201d says Bliss. \u201cGiving people a seat at the table, who wouldn\u2019t normally have a seat, will have an energising impact.\u201d<\/p>\n\n\n\n

Connect your customers to each other: <\/b>It\u2019s equally important to provide a way for your customers to connect with each other. Bliss recommends virtual roundtables or invite-only webinars as methods to continue to learn from them while adding value when everyone is limiting activities away from home.<\/p>\n\n\n\n

Be mindful of mental health:<\/b> Discussions about mental health are rare in the corporate world, but employers need to acknowledge many employees are stressed and fearful. Business leaders need to provide a judgment-free zone for employees to connect with one another and share how they are handling mental health. Many companies are now tackling this by bringing on or extending access to employee assistance programs (EAPs). <\/p>\n\n\n\n

2. Extend grace<\/h2>\n\n\n\n

Examine contract conditions, fees, penalties, and cancellation policies. Evaluate them and adjust as necessary given the current crisis. Know that how you act now will impact the future of your relationships with customers.<\/p>\n\n\n\n

Bliss notes people will be vocal about those businesses who did not show humanity during this crisis. <\/p>\n\n\n\n

\u201cCaptive loyalty now is not long-term advocacy and admiration later,\u201d she notes.<\/p>\n\n\n\n

On the flip side, hotel chains Marriott and Hilton earned goodwill with customers in the US by allowing full cancellations without penalty, extending the offer to their more restrictive prepaid rates. The chains also put a pause on points expiration and extended loyalty status benefits. Both are also donating rooms<\/a> to healthcare workers.<\/p>\n\n\n\n

According to Just Capital, 64% of the companies it tracks are making such accommodations for customers. It is by far the biggest adjustment in response to the crisis, followed by work from home policies for employees. <\/p>\n\n\n\n

When the crisis has passed, the companies we remember with admiration will undoubtedly be rewarded with loyalty.<\/p>\n\n\n

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This is your moment to improve lives, to be remembered with admiration.<\/p>JEANNE BLISS<\/cite><\/blockquote>\n\n