A recent survey by Qualtrics, a company specializing in customer experience and creator of Experience Management (XM) tools, found that this is a crucial factor in building brand trust during the New Normal and the way consumers want to engage with brands.

This insight helps brands plan and execute strategies to build trust and confidence in their brand amidst uncertain circumstances, especially during lockdown measures, which continue to impact businesses in the market. The survey revealed that over 75% of consumers in Thailand believe brands need to care for their employees and customers beyond standard safety measures or recommendations. Therefore, every business must recognize the concept of 'Customer First.'

Furthermore, 62% of consumers indicated that brands should not exploit the crisis, while 40% stated that brands should maintain reasonable pricing for products and services, and 31% want brands to show care for their customers.

Additionally, the survey found that during the COVID-19 pandemic, over 46% of consumers felt an increased trust in the brands they regularly use.

Lisa Catree, Head of Experience Management and Brand Research for the Asia Pacific and Japan region at Qualtrics, stated that 'trust' is essential as businesses reopen amidst uncertainty. A high level of brand trust reflects customers' confidence in their purchasing decisions.

 

"Various measures may impact business operations for a limited time, but their influence on consumer behavior and attitudes will have long-term effects. In recent months, we have observed significant changes in how consumers choose products or services from different brands, and these changes will continue to evolve based on market conditions."

To gain a competitive edge in the market, businesses need to continuously conduct pulse checks to understand how consumer behavior and factors influencing brand preference are changing, as well as how organizational practices at different times can enhance brand image.

Qualtrics' research found that the majority of consumers (87%) believe that a brand's response during a crisis significantly affects brand trust, with only 2% not seeing its importance.

"This insight reinforces that brands that support customers in adapting to the New Normal can build trust and confidence in their brand, which will positively impact business recovery and enhance competitive potential."

Recently, to support businesses, Qualtrics launched the 'COVID-19 Brand Trust Pulse' solution to help organizations understand the factors that build brand trust and plan operations effectively.

Green Spot, one of Thailand's leading beverage manufacturers, chose to use this solution as a guideline for marketing strategy during the COVID-19 crisis. "One of the biggest challenges for brands in the New Normal lifestyle is finding ways to continuously reach and meet customer needs. Brands must recognize consumer demands and interests, as well as the changing behaviors during the recent crisis."

Sitapan Srichu, Consumer Research Manager at Green Spot Co., Ltd., confirmed that this solution enables Green Spot to effectively build and maintain relationships between the brand and customers. Real-time customer insights allow for the full potential development of customer experience management.

"This investment plays a crucial role in maintaining and enhancing brand trust, especially as we reopen our business."

This innovation is part of a suite of experience management solutions that the company made publicly available for free last month, supporting at least 31,000 projects from over 8,500 organizations. Back to Business is the latest free solution from Qualtrics designed to help organizations connect with customers, understand customer expectations and satisfaction with the brand, and take action to instill confidence in customers as businesses reopen. Communicating the right message through the appropriate channels is another factor that survey results indicate will affect trust. Consumers are more interested in brands' operations that have changed due to the impact of COVID-19 than in sales news or marketing promotions.

The top three content areas consumers want to know about include: strategies businesses are using to respond to the crisis (24%), impacts on product delivery (22%), and information about products and services (22%). Qualtrics' study also revealed the communication channels that Thai consumers prefer brands to use, with online platforms being the most popular, led by Facebook (23%), online media (20%), and television advertising (15%). Other channels include WhatsApp (12%), TikTok (12%), and radio (13%).

Social distancing measures have created limitations on interactions between brands and customers, making consistent and effective communication crucial for ongoing consumer engagement. However, to communicate effectively, brands need to balance the frequency and substance of their messaging. This appropriate balance will help keep brands in consumers' minds during a time of constant market change.

SOURCE: www.bangkokbiznews.com