Managing Fan Relations Successfully during the Crisis

The Corona crisis is forcing companies reflect their own position to a great extent: they have to reorganize their regular operations at short notice (home office) and catch up on some of the glaring backlogs in digitization. As a result, the most valuable asset, the customer, is pushed into the background. This is also because personal contacts are no longer possible and businesses are not yet practiced in use of digital platforms for customer communication. This is problematic, because emotional customer loyalty is based on identification, i.e. on a fit between the central needs of the customer and the strengths of the company. By making these needs tangible for the customer at all points of contact, companies create a monopoly position in the perception of the customers, which turns them into fans. Emotional customer loyalty therefore requires regular contacts. The problem here is that certain channels of contact have been eliminated overnight due to official orders or company decisions. In other words, companies have to find other channels to continue to stay in frequent contact with their customers.

On the other hand, companies have to understand the needs of their customers very precisely. As a rule, customer needs and behaviors do not change ad hoc, but slowly over a longer period of time. This is different under the current circumstances: The corona pandemic is an absolutely exceptional situation. The unknown situation, but also the new experiences that customers inevitably make because of it, will certainly tempt some people to fundamentally rethink their consumer behavior. It is therefore particularly important to be close to the customer during the crisis. Comprehensive feedback from the customer is indispensable for this, so that short-term changes in behavior and needs can be recognized. Companies that now have a precise understanding of customer behavior and needs can adapt and react flexibly to the changes. This way they can, ideally, develop new products that are geared to the changed market needs and thus emerge strengthened as winners from the crisis. The necessary insights are best gained from the customers’ feedback. Relying solely on gut feeling in this situation can lead to disastrous decisions and investments.

How we can support you:

Initial measurement for customer relationship – investment: from 14.950 €

  • You can learn where you need work to increase the fan quota
  • You can learn where you need work to increase the fan quota
  • How do customers rate your image and individual touchpoints?
  • What are the relevant value drivers?
  • What are the important touchpoints?
  • What about contact frequency and quality?
  • How is the customer orientation of the employees?

Tutorial

Successfully managing fan relations –
Jonas Lang, member of the 2HMforum. management team, in conversation with Margot Brinkhus, Head of Communication & Marketing 2HMforum (In German).

Jonas Lang

Contact:

Jonas Lang | Member of the Executive Board

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