As marketers, our job is to understand our customers - their hopes, their wants, their needs - and then communicate the value of our product in the context of their lives. But what to do when everything is turned upside down? At Sea Stir Summit, I explained how businesses can adapt in these uncertain times by focusing on customer impact. I explained how we are managing these big changes, from the Latest Mailing Database immediate impacts on customers to the implications for our marketing and product plans and, finally, our customer communications strategy. You can check out my full slideshow and blog post below. Embrace a philosophy of change One of the internal mantras we've adopted a bit cheesy but very relevant – concerns the importance of adapting in order to survive.
Megginson wrote, “It is not the strongest species that survives, nor the smartest that survives. It is the one that adapts best to change. The situation we face is changing daily and, frankly, it will continue to Latest Mailing Database change over the next year, if not two years. It's not a momentary hiccup where we can say "Okay, there's a new normal" and adjust our plans just once. “The question I constantly ask myself is, how do we adapt to the changes that occur in the lives of our customers? This philosophy of change is now a philosophy that we must keep and apply every day at work. The question I constantly ask myself is: how to adapt to the changes that occur in the lives of our customers.
The answer is not in a specific example, but in the approach you take to doing business. Things are changing so fast and so steadily, and as an organization you need to do the same. Dealing with immediate impacts on customers first The very first thing many companies, ourselves included, recognized we needed to do was communicate our business continuity plans. With all the stressors your customers are currently facing, worrying about whether your business will continue to Latest Mailing Database operate shouldn't be one of them. Take early and decisive action At Intercom, we acted early and as decisively as possible. On March 5, ahead of the global stay-at-home orders, we started encouraging our employees to work remotely.