MIT Sloan Management Review Article on Speaking to Customers in Uncertain Times

Businesses are increasingly operating in a low-trust world. The levels at which people mistrust government, traditional media, and social media are high — and rising. Companies increasingly struggle to maintain consumer confidence on issues such as data collection and privacy, the use of artificial intelligence, and environmental practices.

Add to the trust deficit a global pandemic, in which consumers have been asked to limit their visits to stores and restaurants and to shop online when possible. Those who do venture out face an uncertain and (literally) distanced service experience: They’re questioned about their health, asked to line up and wear masks, shown where to walk, and reminded to avoid other customers and employees. Although this gamut of control measures is well intentioned, it may undermine customers’ sense that companies provide safe and welcoming service.

About the Author

Grant Packard (@grantpackard) is an associate professor of marketing at the Schulich School of Business at York University in Toronto. Sarah G. Moore is an associate professor of marketing and the Eric Geddes Professor of Business at the University of Alberta School of Business in Edmonton, Alberta. Brent McFerran is the W.J. VanDusen Associate Professor of Marketing at the Beedie School of Business at Simon Fraser University in Vancouver, British Columbia.

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