The new normal made relationship marketing all-pervasive

Sooraj Balakrishnan
Head - Marketing, Acer India

Relationship Marketing during COVID times
Relationship marketing during the pandemic presented a powerful opportunity to tap into the needs of our customers. It is not just the products, but the simple human need of feeling connected. In the new normal, as consumers have become more digital, so have marketers’ strategies and they seek to increase digital experiences and enhance their companies’ go-to-market digital strategies. Hence, relationship marketing has become all-pervasive in the new normal. The role of marketing in nurturing and maintaining ‘customer success’ is set to increase.

To strengthen the relationship with customers
To work in the new normal, we had to change with how our customer's approach was changing, how they were using PCs, and how their lifestyle was changing. It’s not just a device any longer that you turn on to get your day’s work or do your study. One of the most important changes was to shift Acer’s messaging beyond just discussing the latest technology. We also provided customer friendly solutions like extending warranty free of cost when the pandemic started and people were not allowed to step-out. Our online store helped to deliver laptops, tablets and other accessories to over 20000 pin-codes which were critical in the remote working and learning environment where a smartphone hit the ceiling when it came to capabilities and PCs became the most important. We have created a remote support service for our customers across the country so they faced minimum downtime.