March 18, 2020

3 Examples of Company Goodwill In COVID-19

by Melissa Caffrey

A time of crisis is a time for action, and as we navigate a constant influx of new information and policy updates on a worldwide scale, there is a distinct opportunity for individuals and companies alike to work together for the common good. Of course, there is plenty of fear and anxiety surrounding the current COVID-19 pandemic, but there are also countless examples of goodwill at work, especially evident in companies that have chosen to selflessly extend their resources to those in need by letting their company purpose shine through.

Zoom, SAP, and Brightcove are three such companies, and their decisions to open certain services at no extra cost during such an uncertain period has not only provided crucial assistance for their customers, but has also cemented their reputation as businesses with true purpose, businesses that care for the customers they serve rather than the profit they could gain. Read below to hear CMOs Janine Pelosi (Z00m), Alicia Tillman (SAP), and Sara Larsen (Brightcove) talk about why—and how—they’re focusing on long-term goodwill vs. short-term gain.

Janine Pelosi, CMO of Zoom:

“We believe every business has the social responsibility to contribute back to the community and to society, and it’s critically important during times of crisis.  When employees are not able to get to the office, when teams cannot travel to see customers, and when students cannot participate in on-site classes, Zoom provides a platform where they can still be productive with just a free Zoom Meetings license.

We have been closely monitoring the coronavirus public health emergency and have been in constant touch with our employees in regions impacted by the epidemic, as well as our customers in those areas. Zoom is doing everything we can to provide resources and support to those navigating the coronavirus outbreak. For example, we temporarily lifted the 40-minute limit on meetings with more than two participants for our Basic (free) users in China, providing unlimited time to collaborate. We’re providing support to K-12 schools in countries across the world to support online learning, and we continue to encourage user feedback and create additional features to further enhance their work-from-home experience. Additionally, we’re scheduling informational sessions and making on-demand resources available so anyone can learn how to use the Zoom platform at their convenience and with ease.”

Alicia Tillman, CMO of SAP:

“Our purpose at SAP is to help the world run better and improve people’s lives, so the situation we find ourselves in allows us to bring our purpose to life in a unique manner. SAP operates the largest business network in the world, representing more than 4 million suppliers in over 190 countries and $3.21 trillion in commerce on Ariba Network. As such, for the next 90 days, we are opening access to SAP Ariba Discovery so any buyer can post their immediate sourcing needs and any supplier can respond to show they can deliver. Free to post. Free to respond. This access will help buyers and suppliers connect quickly and effectively, minimizing disruption caused by shipment delays, capacity issues, and increased consumer demand in times of crisis. With Qualtrics, our Experience Management platform, we are offering for free our Remote Work Pulse, a daily barometer of employee well-being.

The SAP Concur portfolio processes hundreds of thousands of travel itineraries for people around the globe, monitors their flights, and alerts them of any changes or delays. In response to increasing schedule changes and cancellations stemming from COVID-19, we want to do our part to help those who must travel. Between March 13 and March 31, any individual traveler can sign-up for TripIt — and download the app if they’re a first-time user — and receive TripIt Pro for six months. Existing TripIt users will also get the premium service complimentary for six months. By doing so, we hope to make things a little easier for anyone that must leave their home and family.”

Sara Larsen, CMO of Brightcove

“We heard early on from our customers in Asia about their need for video solutions. As the COVID-19 virus spread globally, we realized businesses needed a business continuity offer to help keep business operations moving forward. We quickly put into action Brightcove’s continuity offer, which provides organizations with 50 hours of live streaming, at no cost. Here is the message from our CEO, Jeff Ray:

As we’re seeing churches close their doors, sports seasons postponed, and more conferences and events being canceled daily, organizations need to rely more heavily on video capabilities to bring people together, and more importantly, keep them safe.”