Nuance: Delivering Value With Kindness Offers

Managing the impact of a crisis on a marketing organization requires tenacity, creativity, and decisiveness. The global COVID-19 pandemic has spurred “shelter in place” orders in many countries. Across industries, marketers needed to reimagine work life as businesses and consumers learned about social distancing, wearing face masks, and practicing extreme hygiene. Business leaders faced difficult, time-sensitive decisions and a significant amount of uncertainty. This case study describes how established processes and the ethic of kindness enabled marketing leaders at Nuance Communications to respond swiftly and effectively to the marketing challenges posed by the pandemic.