Tech Companies Answer the Cry for “Help” When Emotions Are Running High

How you respond in a time of crisis says a lot about your company’s core values and motivations. Altruistic actions speak volumes about a company’s integrity. Severe market disruptions such as Covid-19 present an opportunity to build trust and demonstrate leadership by offering solutions that address the unique needs customers face during a crisis.

During the global pandemic, many companies turned to technology to help them pivot their business models from traditional sales channels to online streams. Technology can help optimize the supply chain and ensure that resources are delivered where they are needed most. Technology can also create new connections with customers who need what you offer but can’t come into your physical spaces such as storefronts or office buildings. Many technology service providers (TSPs) responded by offering products and services at special rates in the interest of serving the greater good. That then enabled their customers to offer similar products and services to their customers through technology-enabled services.

Yet, the challenge is figuring out how to promote those solutions without coming across as opportunistic. You want to make sure your offers will actually benefit your audience. You need to be careful of how you market your products and services as you build awareness of them. The last thing you want to do during a crisis is to leave the impression you’re taking advantage of the situation when you’re actually trying to help. Messages that are overtly promotional or broad can come across as insensitive to the current situation. Defining offers that help address disruption can demonstrate leadership and open doors to new opportunities.

A recent report by market research firm Gartner, Inc. describes a seven-step process that can help TSPs and others determine whether they have a potential offer that can address a crisis and, if they do, how to present it.

• Capability: Does your product address a particular need at this time?
• Audience: Who will benefit the most from your product right now?
• Capacity: Are you able to satisfy increased demand of the product?
• Impact: How will your offer impact your organization? Can you support and fund it?
• Future potential: What are the potential upsides for engaging new accounts?
• Conclusion: What happens after the crisis has passed?
• Communications: How will you engage your target audience?

During these uncertain times, organizations need to trust that you have their best interests in mind. How will you demonstrate your altruism?

Check out the entire Gartner report here.

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