The Forces of CX: Fair Treatment 

Here are three examples of brands delivering on the values of our Forces of Customer Experience during the COVID-19 outbreak, showing how it is possible to build emotional connection with your customers. 

The author(s)

  • Lorraine Rough Customer Experience
  • Laura Godfrey Director, Customer Experience
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This Force is Fair Treatment, making the customer feel as though there is a fair exchange in the relationship that you share with them. Here are some of the best examples we’ve seen in the last few months.

Admiral created first-mover advantage by issuing an automatic £25 rebate to customers (amounting to £110m), which is fair because customers who drive less should pay less.

The demand for Gousto’s meal boxes spiked as we entered lockdown. Their response was to prioritise existing customers first, making sure deliveries weren’t adversely affected.

Sometimes things don’t go right. When Holland and Barrett had delivery delays, they notified customers, apologised in an authentic way, provided a resolution and offered a notable discount voucher.

What these examples show us: When customers engage and invest in a brand, they want an equitable relationship. Being fair, honest and objective will always be seen in a positive light. When the balance of fairness tips and brands are perceived to profiteer or gain, trust is diminished, and previously strong relationships can break.

You can download the full whitepaper here, or return to the main article page here.

The author(s)

  • Lorraine Rough Customer Experience
  • Laura Godfrey Director, Customer Experience