Realizing empathy is critical, UiPath took measures 

Rajesh Kumar
VP – Marketing, UiPath India and South Asia

Relationship Marketing during COVID times

Customer Retention became most important during the pandemic. Like all organizations in these times, our customers were also focusing on the transition to WFH, employee health and safety, and maintaining continuity.

If we put ourselves in our customers’ shoes, the last thing they would want was a hard sell pitch or another generic campaign. What mattered the most to them was us understanding their challenges and being with them during these tough times, to tide over this together. These are opportunities to exemplify the brand purpose, live our culture, and demonstrate our founding values and ethos.

To strengthen the relationship with customers 

We realized empathy is critical and therefore ceased most running campaigns. We tried to re-evaluate how we and our technology can help our customers and rolled out health-check bots to track employee wellbeing. In order to resolve process bottlenecks faced by government bodies and public institutions, we equipped the government departments with our technology and services. We also created over 50 use-cases in different industry verticals to help customers deal with challenges posed by this crisis.