Edward Jones: How We're Adapting to the COVID-19 'New Normal'

For our associates, we are continuing to communicate frequently and across a variety of channels. In addition to sharing information about important decisions, we explain the rationale they're based on, including the guiding principles we established at the beginning of the crisis.

Whether we're communicating difficult decisions or good news such as our $2.7 million investment in nonprofits to help those most in need, we tried to connect our decisions back to our purpose.

We're here to make a difference in the lives of our clients, families and communities, and that purpose takes on even more meaning during times like these.

Integrate Physical, Emotional and Financial Wellness

With a crisis of this magnitude, we recognize the need to be human-centered and empathetic while helping our clients and associates to feel understood, informed, secure and in control.

Early on, we created an online wellness resource center for clients and associates, providing an integrated approach to thinking about the physical, emotional and financial implications of COVID-19.

It includes perspective from physicians, psychologists and investment strategists, as well as information about the CARES Act for small-business owners.

For our associates, to ease concerns, we offered 10 additional days of paid time off for associates directly affected by the virus.

To help financial advisors who need time away from the office, we provide a Transitional Financial Advisor who can step in and provide clients with relationship-driven service and support.

We also are staying focused on our associates' wellness. Our Employee Assistance Program, for example, offers free phone counseling and referral services to mental health professionals for associates and their immediate family members.

We've provided access to an interactive app with mindfulness, yoga and meditation resources. Our medical plan offers virtual doctor visits, allowing associates to consult with their physicians without needing a face-to-face visit.

With schools across the nation shut down, we know many of our associates are struggling to balance work, childcare and at-home teaching. That's why we have provided our associates with access to a digital, interactive foundation course to help high school students better understand investing and the financial markets.

COVID-19 is causing an unprecedented shock to our global economy and the world in which we live. In the coming months and years, our industry will be faced with critical decisions as we recover and chart a new path forward.

If I've learned anything thus far, it's to stay true to the core values of your organization, be tenacious in efforts to provide value to clients and use the current environment to prepare for what's to come, as we work through this together.

Chuck Orban is leader of Branch and Region Development for Edward Jones.