Tariff turmoil spurs brands to prioritize CX: expert
CONNECTICUT, UNITED STATES — As the Trump administration’s steep new tariffs send shockwaves through the global economy, many brands are bracing for supply chain disruption, rising costs, and hesitant consumers. But industry expert Justin Racine sees a silver lining.
“This whole ‘tariff’ problem is a good thing,” Racine writes. “Brands can actually increase revenue, customer loyalty, and engagement during these tough times.”
Rather than tightening budgets across the board, Racine urges companies to think smaller and smarter when it comes to customer experience (CX).
Tactics to build trust in tough times
Racine outlines three ways brands can win during economic volatility:
- Micro, but meaningful CX shifts — Small changes like interest-free payment plans, transparent pricing, or loyalty perks can ease buyer hesitations and drive conversions.
- Understanding customer psychology — With fears of job loss or shrinking budgets, brands that acknowledge customer stress can build trust.
- Differentiation by doing — While competitors may freeze, companies that take bold steps now can capture market share and come out stronger when the dust settles.
AI and emotion as CX powerhouses
From AI chatbots to immersive shopping tools like Wayfair’s MUSE, Racine champions the strategic use of technology to streamline experiences and heighten emotional connection.
“Try to find ways to eliminate higher call volumes by letting AI personal shopping and chat agents do some of the initial lifts around common customer requests, giving your CSR teams the ability to handle higher touch, white glove interactions which will enhance customer loyalty and purchase intent,” Racine notes.
He also points to Delta’s new Delta Sync platform as a model for emotion-rich CX. The in-flight system remembers what passengers were watching and curates custom content — a subtle but powerful way to say “we know you.”
