Hanna Hryshyna, Eva: why psychological support is no longer optional
13.06.2025
Hanna Hryshyna, Marketing Director at EVA
We all live in the same informational and physical space: alerts, losses, threats, exhaustion. Both the salesperson and the customer are people shaped by experiences that affect how even the smallest things are perceived. When a city has been under attack by Shaheds or ballistic missiles all night, and the air raid siren goes off for the umpteenth time that day, even a small misunderstanding in the store or an awkward tone at the checkout can be the last straw.
We systematically track our Net Promoter Score (NPS) and can say that in 2022, at the height of mutual support, people were grateful that the store was open and stocked with essentials. Today, the situation has changed: expectations have risen, but emotional resilience has diminished. Sales staff must operate under the same pressure as customers, while still staying composed, solving problems, and providing service. They’re expected to “rise above” a situation they’re fully immersed in.
We can’t ask employees to “leave all problems at home.” Just as we can’t expect the customer always to be understanding. That’s why we need to build a culture of care for those who serve as the face of the brand every day.
About the “We’re Together” and “Circle of Trust” Initiatives
Currently, Eva’s HR department is running a comprehensive support program called We’re Together. It unites initiatives that our HR team first launched in 2022 and transforms them into a structured system. It includes individual sessions with psychologists, group online meetings, and training programs for managers, HR professionals, and teams on how to work under chronic stress and interact with people going through difficult life situations.
As part of the project, we’ve also created a Circle of Trust — a safe space where female employees who have gone through painful experiences can support one another. Because sometimes, the best help isn’t a professional's advice but simply knowing you’re not alone. To prevent these sessions from becoming retraumatizing, a psychologist is always present with the participants.
Despite nearly 200 sessions held in 2024 alone, we see that the culture of seeking psychological help is still in its early stages. People are used to silently “hanging on,” often unaware of their level of burnout. By promoting self-care and informing people about available resources, we’re not forcing anyone to see a psychologist — we’re showing it’s normal. And we even ask the “pioneers” to share their experiences, to help others overcome internal barriers like “I don’t need that,” “I don’t believe in it,” or “It won’t help me.”
Empathetic Communication and Trauma-Informed Service Design
Caring for employees is only one part of the equation. The other is the service we offer to customers. That’s why we’re implementing a new approach for Ukraine — trauma-informed service design.
This isn’t just about empathetic communication. It’s a systemic approach to creating services and products based on the assumption that many of our customers carry traumatic experiences, and we must account for that in the details.
For example, in the Eva mobile app, we’re reviewing the user journey to reduce excessive steps and “unexpected roadblocks.” Because when you’re under stress, every extra action can trigger frustration.
On the Eva.ua website, we’ve updated the design to make it more intuitive and accessible. In our communications, we avoid aggressive messaging or “marketing pressure,” which can be especially inappropriate for someone in a vulnerable state.
We test every decision by asking: how would someone with trauma feel? Will our service help them — or make them feel they have to defend themselves again?
We believe that care is a competitive advantage — but only when it’s systematic. Care isn’t a slogan — it’s a culture. It starts with asking: is your employee okay? Do they have the strength to share with the customer? Because good service isn’t about scripts. It’s about humanity. And it’s born where there’s trust, respect, and an understanding that behind every “thank you” or “good afternoon,” there might be suppressed pain, exhaustion, or unspoken anxiety.
The world has changed. People have changed. And any business that wants to stay relevant must not only be efficient — but empathetic. Not because it’s trendy, but because it’s the new normal.