The business world we live in today is best described as “Vulnerable Uncertain Complex and Ambiguous”. Nobody is totally immune to the various forms of ‘crisis’, which makes it extremely important for businesses to be equipped to handle the new norm. This 5 step model lays the way to manage customer experience during crisis, citing real life examples of how Unilever managed crisis during the Arab Spring and how it came out of it much stronger and with outstanding CX results.
Khaled A. Akl, Global Vice President, Customer Development, Unilever