“The Customer Expects Attention, Positivity, and Support” — Hanna Hryshyna, CMO of EVA and EVA.UA, at the Ukrainian Marketing Forum
Hanna Hryshyna, Chief Marketing Officer of EVA and EVA.UA, took part in the panel discussion “Service Under Pressure” at the 18th Ukrainian Marketing Forum. The discussion focused on how the service sector is adapting to the new wartime reality and what challenges businesses and teams are facing.
“Shelling, air raids — yet salespeople still come to work. People are exhausted, sleep-deprived; we are all living in the same stressful space. But the customer still expects attention, positivity, and support. Staff are themselves traumatized, but forced to rise above the trauma. And this is draining. Back in 2022, there was more empathy; now the tension has grown, and the tolerance threshold has decreased,” shared Hryshyna.
She also emphasized that the phrase “We’re holding on, everything is fine” is one of the most dangerous, as it conceals the depth of emotional burnout. This is why EVA has created support groups for employees with traumatic experiences.
When developing services, it is essential to take into account the current emotional state of society — this requires a completely different perspective and a different approach.
The panel discussion also featured Oksana Zbitnieva and Tetiana Dubova, and was moderated by Olena Plakhova.