Engaging the ‘new normal’ consumer

PR Matters

IN last week’s column, we took a look at some emerging consumer sentiments and behaviors resulting from the pandemic and the quarantine scheme still in place in many areas nationwide. We saw a snapshot of how a crisis—especially a long-drawn-out one like this one—could result in rapidly changing moods and behaviors among our audiences.

So far, we have seen a few trends that will likely carry over into the next few months, and maybe even in the next couple of years.

n Most Filipinos are worried about their health and that of their loved ones. They are scared not only of contracting Covid-19, but of getting other diseases as well.

n They are anxious about finances. Unemployment was at an all-time high in April, with at least 7.3 million Filipinos left jobless a month into quarantine.

n Consumers are going back to the basics. Categories on top of Filipinos’ shopping lists include basic grocery food, fresh and frozen food, medicines, personal care products, and household cleaning products.

n Filipinos are spending even more time online. The Philippines is already the social-media capital of the world, but this quarantine seems to have really brought out the Internet surfers and content creators in us.

Filipinos have also grown increasingly wary of returning to their “normal” lives. According to an online survey conducted by global market research firm Ipsos from May 22 to 26, most Filipinos will only be comfortable going to restaurants, visiting friends or family in their homes, and using public transportation by August to December. This, compared to other Asean countries, whose citizens have already started doing these things last month.

Filipinos also do not see themselves attending any cultural event or gathering, going to the gym or any sports facility, and traveling domestically and overseas this year. Other Asean residents feel the same way, except for those in Indonesia, Singapore and Vietnam, who said they feel comfortable enough to engage in these activities, except international travel, starting June.

Considering the survey period and the spike in the number of new Covid-19 cases these past few days, however, there’s a big possibility that results would be different if the survey were to be conducted now. We may see even more new trends in the coming days, as the number of Covid-19 cases continues to rise.

Engagement route

GIVEN these sentiment and behavior changes, we also have to adjust the way we engage our consumers. It’s not that our old or current approaches are totally wrong and are all no longer applicable. There is just a need to pay closer attention to things we may not have focused too much on during pre-pandemic times.

In a presentation titled "Staying Close to Your Customers, Ipsos Asia-pacific Lead for Customer experience & Channel Performance,” Stephane Sanchez said: “Finding ways to keep close to your customers in these fluid times is more important than ever for brands.” Staying close to your customers means keeping in mind these three words when planning any project or campaign: understand, adapt and anticipate.

n Understand the impact of the crisis on customers and brands. Society will never go back to the status quo. It is important for brands to systematically explore how various evolving elements influence customer behavior and needs, so they can craft the appropriate offerings and campaigns. They need to deep-dive on the strength of their relationship with their consumers, identify pain points and points for improvement, and do something to close that loop. They then have to measure their success and capture customers’ response, then document best practices and quantify the overall impact on business.

n Adapt to new customer needs and expectations, and provide the right ingredients to drive strong relationships. People will find new ways of doing things, so brands need to be flexible enough to adapt to changing customer needs. It is very important to listen to customers, and to show them that you care for them. Bear in mind the six forces of customer experience: enjoyment, belonging, certainty, fair treatment, status and control. Get the right mix of those elements in your offerings and in your messaging, and you have a recipe for success.

n Anticipate what the future customer experience will be like. As what the last financial crisis has shown us, sudden changes, like what we are experiencing now, can lead to long-term shifts in how brands and consumers interact with each other. For brands to be able to weather this storm and emerge even stronger, it is important for them to properly manage these changes and accompany their customers in this new journey.

Stimulating demand

IN a separate presentation, Ipsos Philippines Senior Research Director Ferdinand Jorge shared three recommendations that could help brands stimulate consumer demand.

Provide compelling value to cautious customers.brands

that show customers that they care are more likely to win hearts, minds, and share of wallet. One good example of this is the implementation of payment holidays and suspension of service disconnections by some local utilities during the enhanced community quarantine (ECQ) period. Other examples include insurance companies offering free Covid-19 life insurance coverage and companies allocating part of sales proceeds to provide aid for their employees. These represent acts of sacrifice on the part of the brands, showing concern for others, including their customers.

With everyone going online to engage their customers, brands must learn how to better bridge the gap between their offerings and the different needs of their consumers. For example, Netflix’s Party extension, which allows users to view videos with friends and chat with them while doing so, helps meet the need for human interaction. Grocery delivery apps, meanwhile, provide a means to buy essentials within the comfort of one’s home.

Focus on customer safety and well-being.

Brands that place emphasis on their customers’ health and safety will likely elicit positive responses from their target markets, resulting not only in sales, but also in love for and trust in the brand. We have seen airlines and fast-food chains pivot their ad messaging from straight-up “buy” to “it is safe to dine/fly with us”—showing customers that they can again enjoy the things they used to enjoy without worrying about their safety.

This pandemic has proven once again the integral role of communication in ensuring business survival. To maximize opportunities to connect with our customers during these trying times, we should take the time and effort to get to know our “new normal” consumers.

Cliché as it may sound, but times of crisis really do give rise to the best opportunities. As communication professionals, it is our duty to let our publics know that our organizations are one with them in navigating these treacherous waters. This is precisely the time for brands to shine.

PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier organization for PR professionals around the world. Abigail L. Ho-torres is AVP and Head of Advocacy and Marketing of Maynilad Water Services Inc. She spent more than a decade as a business journalist before making the leap to the corporate world.

We are devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@ gmail.com.