How well do you understand your customers right now? Even if you thought you had a good handle on their needs before, that may no longer be relevant today. As a business leader, helping your business navigate through these extraordinary times is critical. In addition, one of the many challenges is understanding how your customers (and potential customers) are feeling right now. How they have changed their behaviors and is it a temporary or permanent shift?
Note: This is the first of a three-part blog series. As the pandemic dramatically disrupts business, we explored consumer perceptions and why that matters to your business. Consumer intelligence can quickly and accurately inform how to communicate and adopt strategies for successful re-openings.
Using evolve24’s neuroscience-based algorithms, we scanned millions of publicly available conversations to uncover the underlying consumer concerns about the pandemic. In our analysis, we found three emotional drivers prominent in the data: fragility, lack of control, and permanency. Let’s dive into consumer fragility.
PEOPLE are fragile.
Fragility comes in many forms. For example, it can be towards a specific population such as the elderly or children. Or it can mean the anxiety of being exposed to a disease. It can also be the fear of not being able to meet their essential mental and physical needs.
“I am exhausted at pretending I’m okay. Today was hard, yesterday was harder” – Reddit.com
Why this matters.
If consumers are feeling fragile as economies reopen, they may be less likely to interact with your business. They may still be reticent to attend events, shop in stores, or go to restaurants. As a result, to attract customers in this context, businesses must address this risk through their actions and communications. First, provide customers with tangible ways to reduce their personal and community risk. Second, be specific in how you’re addressing their concerns. Finally, let your customers know that you understand and share their concerns. A little empathy will go a long way.
In our next post we’ll discuss the lack of control consumers are feeling and what you can do about it. Until next time, it’s critical to note that you can only address these behaviors if you’re measuring them.