95% Consumers Say Brands’ Action During Crisis Impacts Trust

Media Release:

QUALTRICS, the leader in customer experience and creator of the experience management category, today, October 14, 2020, launched new research revealing how consumers’ preferences, behaviors, and expectations of the brands they engage with has shifted during the first six months of the pandemic in the Philippines

Building on research from May 2020, the study revealed that even though restrictions have changed the actions brands are taking continue to have a significant impact on consumers. Again, more than 95% agreed that during a crisis brand actions impact trust — with a majority 88% of people agreeing the impact was major.

Survey shows many consumers view Brands' action during pandemic

Similar to the earlier study, the drivers of brand trust are consistent. Not taking advantage of a crisis to maximise profits remains the most important (41%), followed by maintaining reasonable pricing (40%), and taking care of customers (34%) and employees (23%).

Where we start to see a shift is in communication preferences, and the messages people in the Philippines want to receive.

Updates into how brands are responding to the pandemic is joined by messages on safety and hygiene protocols as the top brand communications people want to receive right now. Information into products and services is down one place to the third most desired message, (50%), followed by sales and promotion emails (45%), and information on reward programs.

When it comes to the medium, while Facebook remains the most popular channel, people in the Philippines are increasingly choosing online media, email, and TV advertising for the preferred engagement platforms.

Medium Sept 2020 May 2020 Difference
Facebook 84% 86% -2
Online media 63% 55% +8
Email 56% 51% +5
TV advertising 51% 44% +7
Instagram 29% 30% -1
Twitter 20% 21% -1
Mobile app 19% 16% +3
Radio 18% 13% +6
Viber 16% 15% +1
Whatsapp 9% 9% 0
TikTok 9% 8% +1

Lisa Khatri, research and brand experience lead for Qualtrics in Asia Pacific and Japan, cited the importance of being able to adapt in times of crisis.

“Being able to identify, understand, and respond to rapidly changing expectations is business critical during the pandemic, and long after it. The fact that preferences toward the message and the medium have changed and yet the importance of actions remains hugely important reveals brands cannot afford to stand still in how they engage consumers.

“As we move forward through the pandemic preferences and attitudes will continue to shift. This is why it is  hugely important businesses use technology like Qualtrics to have an ‘always on pulse’ of consumer sentiment and behavior tracking. Insights delivered by Qualtrics help identify the lead indicators businesses need to design and deliver the brand communications and experiences people want, and which ultimately cultivate the trust needed to succeed.”

About Qualtrics

Qualtrics, the leader in customer experience and creator of the Experience Management (XM) category, is changing the way organizations manage and improve the four core experiences of business––customer, employee, product, and brand. Over 11,000 organizations around the world are using Qualtrics to listen, understand, and take action on experience data (X-data™)––the beliefs, emotions, and intentions that tell you why things are happening, and what to do about it. The Qualtrics XM Platform™ is a system of action that helps businesses attract customers who stay longer and buy more, engage employees who build a positive culture, develop breakthrough products people love, and build a brand people are passionate about. To learn more, please visit qualtrics.com.

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