Three imperatives to take on the Now and the Next
The COVID-19 pandemic is rapidly accelerating the digital commerce pivot globally, forcing business to
revisit and even reimagine their strategy in the interest of capturing new marketplace opportunities and
their fair share of new digital customer segments.
How do I REASSURE my customers and employees during this uncertain time?
How do I STABILIZE digital operations with frictionless transactions and the capacity to handle
How do I RECONFIGURE my products, services, and markets and establish new partnerships and ecosystems
to retain new and existing customers?
Reassure your customers and employees
There is unprecedented confusion on what, where and how to buy things—customers are concerned about who to
buy from, if they’re paying a fair price or even if they’ll be able to find the essentials they need.
As a result, they are gravitating towards companies that are truthful, transparent and driven by a clear
These principles extend through customer channels and their engagement with retailers, as well as into
Business-to-Business relationships and how companies work with their distributors, wholesalers, or
manufacturing direct suppliers.
Companies who can demonstrate these attributes will deliver a differentiated level of customer service and
make themselves more relevant and connected to their customers—old and new—on an ongoing basis.
What’s going on
- New consumers digitally engaging with your brand will bring about a different set of expectations and
new opportunities to build trust and relevance.
- Beyond unpredictable sales through unpredictable channels, direct-to-consumer companies must contend
with other unknowns, like new buyers in a household.
- In B2B, with the unpredictability in the product supply chain and distribution channels, manufacturers
are looking to expand their strategy to move closer to end consumers.
- Many organizations have offered crisis-related accommodations to their customers that show true empathy
about the hardships faced by so many.
- And companies are also looking at how they can help broader communities.
- Some companies are straying outside of their core business models and repurposing their assets to assist
the greater human cause.