The Forces of CX: Control

Here are three examples of brands delivering on the values of our CX Forces during the COVID-19 outbreak, providing practical examples 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 Control:  Helping the customer feel in the driving seat of what is going on. Below are some of the best examples we’ve seen recently.

Brighton Football Club showed a club and community spirit , once it was announced matches for the rest of the season would be cancelled. There were three options; a refund (within three weeks), the value could be donated to keep the club going or given to a local charity to benefit the wider community. A great team play providing fans with the option to give back.

Depop is a mobile marketplace for the creative community, who quickly adapted their process – and ensured customers could continue selling - by offering Hermes delivery and collection, fully integrating it into the user interface. This offered customers reassurance, while making them feel they remained in control of their relationship with Depop.

Following the cancellation of holidays, Centre Parcs contacted customers about re-booking, asking those who wanted to re-book to complete a short survey on whether they would change location or accommodation type, offering them the flexibility and freedom to choose. 

These examples show that meaningful choices are key, and customers want to know the options available. Particularly in a time of crisis when many decisions are out of our control, brands can drive emotional connection by empowering customers to make their own decisions.

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