We are living in interesting times. I started drafting this article at the weekend and just 48 hours later the business landscape has changed.

At least twice.

And each time suffering a metaphorical earthquake of differing magnitudes, dependant on each industry sector...but all is not lost and ultimately sanity will prevail.

It will, without doubt, be particularly hard to attract new customers in this environment and so one thing is for sure: there has never been a better time to love your existing customers. And it's when times get difficult that the actions which you take to reward their loyalty will pay dividends.

But the time to act is now - if you have not already done so, then take action and communicate with all customers - it's a great moment to appeal to them on a more personal level and to draw on the emotional connection with your brand.

We are already seeing some great examples of this and, as ever, some poor ones. Anyone sitting on their hands, hoping that all this will pass, will get left behind. Think of ways that will keep your customers engaged and spending - a mix of emotion and motivation can deliver great rewards!

Some sectors will see their landscape change significantly and the fleet-of-foot will reap the long term benefits. So be bold and use these turbulent circumstances to potentially change the way that you approach your customers. Any company that has not embraced all elements of the digital world should now be prioritising that - especially sectors in the B2B world where there has previously been resistance.

And if you don't already have a customer loyalty programme - or even just a customer loyalty strategy - then now is the time to initiate one. It could become business critical.