During Thanksgiving 2020, instead of families gathering around a kitchen table, many congregated around a webcam, smartphone or tablet. And Zoom made sure they could do it free of charge.
In early November, the videoconferencing company – which has experienced explosive growth during the pandemic – announced that, on Thanksgiving Day, it would lift the 40-minute meeting time limit on its free accounts. (Normally, unlimited meetings are only available to Zoom’s paid subscribers.)
As a result, Grandma, Grandpa and many others didn’t need to worry about getting cut off mid-sentence as they tried to enjoy a virtual Thanksgiving meal with the rest of their family. Zoom let them all stream their holiday activities without restrictions, providing some small consolation for those families that wished they were celebrating Thanksgiving together, but simply couldn’t this year due to Covid-19.
Zoom’s gesture is a great example of how companies can strengthen customer loyalty (as well as engage entirely new customers) during difficult times. They spotted an emerging customer need (virtual Thanksgiving), figured out how they could address it (unlimited Thanksgiving Day Zoom calls), and did it in a way that demonstrated advocacy for their users (100% free – it’s on us!).
What’s more, people who used Zoom on Thanksgiving will associate the service with an emotionally resonant event (i.e., connecting family during a difficult time). And since emotion is a memory cue, it means people will likely recall their use of Zoom (at least in this personal context) in a more favorable light, viewing it as a helpful tool for fostering connectedness with those they love and care about.
Zoom’s actions here weren’t purely altruistic. They are, of course, running a for-profit entity, and this gesture made sense from a business standpoint. Think of how many people, upon hearing about the offer, established a free Zoom account for the first time. Think of how many will expand their use of the platform in the future (perhaps upgrading to a paid subscription), once they see what it can do to bring family and friends together, albeit virtually.
That’s not to take anything away from Zoom’s gesture. All because it’s a smart business move doesn’t make it any less thoughtful. Indeed, this is the power of “branded acts of kindness” – small gestures that signal to customers: we care about you.
Take, for example, the Nordstrom salesperson who, after completing a payment transaction, walks out from behind the sales counter to hand the customer their purchase, face-to-face. The Ritz-Carlton employee who, upon being asked for directions by a hotel guest, escorts the individual to their destination, rather than simply pointing them in the right direction. The Starbucks barista who greets a loyal customer by name and knows their preferred drink.
Branded acts of kindness also have relevance with a different type of “customer” – your workforce. Consider the handwritten notes of recognition that Home Depot CEO Frank Blake routinely wrote to his employees. Or the on-the-tarmac luggage loading assistance that Southwest Airlines CEO Herb Kelleher personally provided to his ground crews on the Wednesday before Thanksgiving (the busiest travel day of the year).
Branded acts of kindness, particularly ones that people come to associate with you or your business, can be enormously effective in strengthening both customer and employee relationships.
One note of caution, though: First and foremost, be sure to nail the fundamentals of the customer experience you’re providing. After all, Zoom’s gesture would surely have backfired if people encountered connectivity issues when they tried to use the service on Thanksgiving.
However, presuming the basics of your offering are consistently being delivered, then consider adding a signature element by incorporating a branded act of kindness. As Zoom discovered this holiday season, that’s a smart call.
[A version of this article originally appeared on Forbes.com.]
Jon Picoult is the founder of customer experience advisory firm Watermark Consulting. As a consultant and a speaker, he’s worked with the CEOs and executive teams of some of the world’s top brands. Follow Jon on Twitter or Subscribe to his monthly eNewsletter.