Editor’s note: Brad Linville is principal director, CX consulting at Confirmit.

The circumstances surrounding the COVID-19 pandemic have shaken many companies to their core. As we emerge from the initial waves of the crisis and settle into a new reality, companies are faced with the task of providing sustainable long-term support for both employees and customers alike. Whether you are a market researcher or customer experience (CX) professional, it’s likely that now more than ever, you will need to move away from reactive responses and focus on building programs that will support both employees and customers in this new work environment.

Relationships matter now more than ever 

To understand the importance of CX in this new environment, let’s break things down. Organizations are built on strong relationships, and relationships are a compilation of interactions over time. A key fact to consider is that in times of crisis, all experiences – good and bad – are magnified and therefore doubly important. The quality of relationships generated now will hold greater weight and carry far-reaching repercussions into the future.

Remember that an organization’s culture and success develop from the inside out. If internal relations with employees are stable and strong, relationships with customers will follow suit. The tone and tact with which internal relationships are maintained will be reflected in the experiences of customers. Knowing that internal relationships are a key building block for long-term business success, the task for CX practitioners and their team becomes providing sustained support for employees working internally and on the front lines.

Facing a new work environment 

With the appearance of COVID-19 and the subsequent shift to remote working, maintaining employee relations has shifted drastically. For many employees, the world of remote work is new and has caused a massive shift in both their personal and professional lives. Supporting them needs to start with acknowledging the new environment and continuing to be conscious of it as it evolves. It’s also important to acknowledge that every situation is different and that support will need to be tailored to meet individual’s needs.

Enabling employees

With companies transitioning to working remotely almost overnight, employees developed an increased reliance on digital tools. The first step to providing support for employees both internally and on the front lines is ensuring that their basic needs are met in order to do their job. CX practitioners need to provide their teams with the proper tools and resources for them to work effectively in this new environment. This goes hand in hand with being aware that employees may be using resources for the first time and may require additional training. Understanding that everyone is trying something new is critical. 

Leading with empathy

Empathy, for colleagues, team members, and customers, is what will lead to strong relationships – and constant and careful listening is what leads to sustained relationships. Accomplishing these two things allows strong connections to be built despite the challenges of the new environment. Empowering team members to provide feedback and ensuring that they feel their voices are being heard is key to understanding and supporting their needs. Successful leaders will strive to support team members with empathy for their unique situation and with transparency for the situation ahead.

CX practitioners should lead by communicating authentically and transparently, keeping in mind that communication is what provides people with a sense of connection to an organization. The current environment presents an opportunity to reinforce an organization’s values and to demonstrate loyalty. Team members and customers alike will remember who stood by them and supported them during these uncertain times.

Looking ahead

The relationships facilitated now, both internally and externally, will form the foundation of an organization’s future. Although our new environment will continue to evolve, supporting employees will always be crucial when it comes to building business stability and success. At the end of the day, strength from within determines the quality of service provided to customers. So – leaders, listen to your colleagues and employees because if they’re empowered and enabled to do their work well, customer satisfaction and loyalty will follow close behind.