OBI: Community Management During A Pandemic
Covid-19 seriously affected OBI's work right from the start of the outbreak. The company had to close all its DIY superstores across Russia, while its online store attempted to pick up the slack.
This led to a massive spike in issues surrounding the company’s complex back-end processes. Call centres, collection points and delivery systems all came under instant and intense pressure, leading to an abrupt increase in negative sentiment from social media users.