How do you Maintain Strong Customer Relationships Through a Crisis?

Anja Lambrecht, Professor of Marketing and Richard Hytner, Adjunct Professor of Marketing

Maintaining relationships with customers in times of crisis is critically important. Reliant on these relationships for current and future cash flows, companies are still tempted to respond to a crisis by cutting marketing expenditures, or refocusing them on activities that they hope will directly lead to sales.

In this webinar, Anja Lambrecht and Richard Hytner discuss the importance of building and maintaining customer relationships in times of crisis, in both B2B and B2C; the role marketing communications can play; and the kinds of conversations to have with customers that will generate trust and profitability in the long term.

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