[Covid-19] How digital experimentation leaders help companies grow during disruption 

While one-size does not fit all, successful companies are working with experimentation experts to double-down on customer-centricity

In addition to the high human toll, the economic impact of worldwide measures to suppress the spread of the Covid-19 virus will inflict steep economic costs.¹

Anxiety and fear are creating consumer panic and business paralysis. Even though an economic recession affords an opportunity to emerge as an industry leader – when growth resumes – when a business can’t “see” clearly, just like an individual, it begins to make irrational or poor decisions. 

No matter your industry, now is the time to research what are and how to meet and exceed customer expectations. 

Winners will refocus. Losers will lean on cuts to prop up short-term profitability and will not develop a strategy to catalyze profound changes in customer behavior into long-term business growth.²

Winners will double down on customer-centricity and customer research.³

“There is no more roadmap,” says John Ekman, head of strategy for GO > Scandinavia and founder of Conversionista. “What you thought you knew about your customers before is at best a shadow of how they feel and are behaving today.” 

Not every industry, however, is feeling the same economic effects from the coronavirus fallout, which is why it is important to segment digital experimentation action and agency accordingly. 

From a behavioral science perspective, now might be the best time in history to change your customers’ buying habits and create customer loyalty. 

Not every industry, however, is feeling the same economic effects from the coronavirus fallout, which is why it is important to segment digital experimentation action and agency accordingly. 

“Each company we support gets a new playbook based on the feedback we’re getting from their customers,” says André Morys, head of strategy for GO > Germany and co-founder of konversionsKRAFT.  “It’s not just customer behavior that has radically changed, but also the executive mindset. Customer-centric initiatives that once took years to advance are happening now.”

To help companies thrive past Covid-19, the GO Group compiled a consulting guide for experimentation programs. Affected businesses are segmented based on the pandemic’s impact: 

1. Short-term hit, long-term recovery. 
2. Short-term hit, bounce, then long-term growth;
3. Short-term spike then return; and
4. Short-term spike then long-term growth.

The overall takeaway of the guide is: no matter your industry, now is the time to research what are and how to meet and exceed customer expectations. 

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PDF version of “Growth during Covid-19 disruption” chart

To learn more about the recommended experimentation work in the GO Group guide, “Growth during disruption,” please get in touch. Experimentation strategists – based on industry and business model – can offer consultation on customer-led growth programs across North America, the U.K., Europe, and Asia Pacific.

1. World Economic Forum, (March 31, 2020) Global economic impact of coronavirus 
2. Bain & Company, (2018) “Using the next recession to change the game“
3.  Harvard Business Review (2019) “How to survive a recession and thrive afterward“

Contributing Author(s)

• 
  André Morys CEO, konversionsKRAFT and Managing Partner, GO > Germany
• 
  Chris Goward Managing Partner, GO > North America
• 
  Gursimran Gujral Associate Partner, Strategy, GO > India
• 
  John Ekman Associate Partner, Strategy, GO > Scandinavia
• 
  Nima Yassini Strategic Partner, GO > Australia & New Zealand
• 
  Stephen Pavlovich Strategic Partner, GO > United Kingdom & Ireland
• 
  Thorsten Barth Partner, Strategy, GO > Germany
• 
  Collin Crowell Director, Activities & Partnerships, Global