COVID-19: Strategy and brand

Your commercial challenges during COVID-19

COVID-19 continues to affect businesses worldwide, and has a significant impact on profitability. In many industries and sectors - but not all - rapid changes in consumer behaviour are (mostly) negatively impacting global demand. All sectors will experience varying impact on short- and long-term demand, as well as different speeds of recovery. 

Depending on the impact of the COVID-19, companies can undertake a number of actions for immediate stabilisation and subsequent recovery:

Your commercial challenges during COVID-19

Protect revenue

Stabilise

  • Closely monitor the sales pipeline and fluctuations in demand
  • Set up governance (e.g. daily sales check-up) for quick decision making on sales planning, communication and pricing 

 

Recover

  • Prepare delivery to prioritised segments when demand picks up
  • Assess customer experience and launch a targeted churn and win-back action programme

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Capture online demand

Stabilise

  • Enhance your digital presence (e.g. online search, landing page) and capture online demand

 

Recover

  • Build or enhance your eCommerce capabilities 
  • Define your digital strategy and fit-for-growth target operating model

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Engage with customers

Stabilise

  • Shift customer support to a remote, work-from-home setup
  • Connect with clients, show empathy and take actions to support them (e.g. no penalty for order cancellations)

 

Recover

  • Grow self-service capabilities and promote digital adoption
  • Monitor customer satisfaction along the customer lifecycle 

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Empower your sales force

Stabilise

  • Ensure the safety and wellbeing of your sales force, perform daily coaching and reassure top performers
  • Set up remote working guidelines and tools

 

Recover

  • Measure and enhance sales force effectiveness via training (e.g. virtual sales playbook) and tools (e.g. digital signature)
  • Define your future way of working and culture, and realign your workforce

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Optimise your costs

Stabilise

  • Restrict or freeze sales, marketing and general expenses
  • Reallocate sales and marketing budget on most relevant items

 

Recover

  • Embed structural cost-containment measures (e.g. travel allowance)
  • Optimise channel mix to reduce cost-to-serve and cost-to-acquire

 

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Want to know more about the impact of COVID-19 on demand?

Our PwC experts analysed the impact of the current crisis on demand and customer behaviour, and bundled their insights in the report ‘Impact of COVID-19 on demand: How can B2B organisations protect revenues and build a commercially strong future?’ 

Have questions or want more information on how you can stabilise and protect your business through commercial effectiveness? Don’t hesitate to get in touch.

 

Contact PwC Belgian's Crisis Centre for COVID-19

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Contact us

Peter Vermeire

Peter Vermeire

Partner, PwC Belgium

Tel: +32 493 51 87 28

Nathalie Parent

Nathalie Parent

Director, PwC Belgium

Tel: +32 473 30 27 96

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