CUSTOMER-CENTRICITY IN CRISIS MANAGEMENT: LESSONS FROM LEADING ORGANIZATIONS

Crisis management and customer-centricity are critical strategies for businesses operating in uncertain environments. This paper explores the role of customer-centric approaches during crises by analyzing four case studies from diverse industries – telecommunications, technology, cultural, and tourism sectors. The primary objective of the research is to identify how customer-centric strategies help organisations mitigate adverse effects, foster trust, and enhance long-term customer loyalty during crises. Key findings from the case studies indicate that organisations that adapted swiftly to shifting client needs witnessed increased customer satisfaction and engagement. Additionally, differentiated client support tailored to specific customer segments proved practical for maintaining business continuity. Based on the findings, the paper offers practical recommendations for managers, emphasizing the importance of proactive customer segmentation, transparent and empathetic communication, and investment in innovative solutions during crises. The study calls for future research to quantitatively analyse customer-centric strategies across various industries and crises.