Communicating with customers
Some of us may be a little scared to speak out with our usual brand messages or attempts to gain business for fear of appearing to take advantage of the current situation and lacking in empathy. There’s a fine line between actively engaging with customers and coming across as pushy or insensitive so here’s our do’s and don’ts of communicating during this time.
Do communicate regularly
Communicating with customers during the current outbreak is a delicate process but it’s important you adequately address the goings on as timely and thoughtfully as you can. Urgency is placed on face-to-face businesses such as retail, restaurants and bars who need to communicate with their customers quickly to let them know their doors are closed until further notice. All businesses should make sure to update their websites regularly and use it as the go-to source of up-to-date information. It’s a good idea to set up a FAQ’s page listing which locations are open or closed, hours of work, what products are for sale, contact information and links to useful resources. Small business owners should also think about relevant topics customers may be concerned with right now, such as working from home and physical and mental wellbeing and look to provide regular communications around these central topics.
Don’t send unnecessary mass communication
We’re all being inundated with news about the coronavirus and receiving mass emails every day. Messages thus become disconnected and customers are likely growing numb to the content and moving them straight to the trash. Communicate major announcements that directly affect your customers but leave out any irrelevant information. For B2B businesses that work from home and operations remain normal, you’re not going to need to send out formal mass email communication. However, for face-to-face businesses, you’ll need to communicate that your store is no longer open and how your customers can continue to support you during this time.
Do show concern and empathy
If your usual brand tone is lively or a bit breezy and casual, you might want to consider adapting to a more serious, calm and compassionate voice when communicating about the current pandemic. You want to appear human so be authentic and let your customers know we’re all in this together and that they remain your top priority. Stay positive and show that you care by offering helpful resources and advice or waive some of your usual fees.
Don’t come off as opportunistic
The last thing you want to do is become overly promotional or ‘salesy’ during this time. Any messages that aren’t offering people what they need will come off as opportunistic. How you behave now will have a major impact on future business so tread very carefully to protect your reputation and brand loyalty.
Don’t be dishonest or unclear
Customers are receiving mixed messages, so you need to remain clear and transparent. What do you want customers to know? A key concern for consumers during this time is hygiene. For those companies who are delivering, do you have online or contactless payment methods? Are you offering airtight packaging? Are your employees following high levels of cleanliness? Let your customers know if your business is operating as normal and if you’re experiencing hardship, tell them – and let them know how they can help you - for example by buying gift cards, engaging with social media posts or buying your products online.
Do make yourself available
One of the biggest frustrations for people right now is not being able to get hold of certain companies. In some instances, it’s impossible to get through via phone and generic automatic replies to emails are being generated rather than a personal response. People will remember those that helped them, and more importantly, those who didn’t. Create communication via a variety of channels – email, social media, live chat and phone. If your support team is overloaded, communicate this to customers and let them know that it may take more time than usual for a response. Consider opening up an online forum specifically for these current times.
Do inspire your audience and get creative
Be a shining light in the darkness and encourage others to get involved. You can be a catalyst for change by doing all you can to help. This might be by providing helpful webinars, free services or products, or by donating to those in need.
Get creative with your content with something helpful or entertaining. Restaurants could publish recipes for people to try at home, bars could create an online cocktail masterclass and retailers could share videos with product tips. People will appreciate a bit of humour during these times too so don’t be afraid to break up the formal communications to give people a bit of light relief.
Drop us a line at info@blueumbrella.co.uk if you think we could help your business.