Louis Vuitton recently told their Chinese customers via WeChat: “Every paused journey will eventually restart. Louis Vuitton hopes you and your beloved ones stay safe and healthy.”* Since we can’t manage customers throughout the ideal customer journey, how do we maintain their loyalty when the revenue data is no longer the indicator?
Customers can’t travel as much if at all, and they can’t shop either due to changing economic circumstances or the fact that the store is closed.
We believe the answer is in nurturing customers – not just new ones, but all. They need to know you understand what is going on and that you are loyal back to them. How might we do this?
- Bending the rules: Eliminating late fees on utilities, allowing payment holidays on loans, permitting membership freezes at gyms. Being there with the customer when life is different will help ensure their loyalty into the future.
- Showing social purpose: Main apparel, textile and luggage brands have shifted to help make masks. Beverage and distilleries are now manufacturing sanitizers. Others have announced large donations – whether product or financial – to help those on the frontline. Efforts such as this allow you to keep a dialogue with customers without pushing the sale.
- Transparency: There’s no rule book or historical best practices for this, so if you trip up on something, take a step back and admit it. Communication in an open, human way will demonstrate you’re just people too, trying to do your best.