With the outbreak of Covid-19, there has been a significant change in the way in which businesses operate and communicate. Many businesses have cut spending on communications to save costs in the wake of public health restrictions. However, failure to keep up communication with your customers could cost you something far greater that money can’t buy – trust and loyalty.
During these unprecedented and trying times, it is increasingly important to ensure that your brand and business can show your customers that you have “got their back.”
Continuing to communicate with your customers ensures that the loyalty and trust which you have been working hard to build doesn’t diminish.
So how can this be achieved?
Keep the conversations going
The current situation is a sensitive one, and this is something you should keep in mind when it comes to your customer communications. The keyword that should underpin all of your communications during times of crisis is “empathy.”
In a recent survey by Marketing Week, 75% of consumers responded that “Brands should be informing us of what they are doing.” Ensuring that you are engaging with your customers and that your communication is authentic will allow you to maintain a good and genuine relationship. This can be done by giving your customers an insight as to how you as a company are responding to the crisis, helping individual customers, and putting your customers first.
Strategise your crisis communications
It is important to stay on top of your communication strategy, especially in a crisis where the situation is frequently changing.
Things to consider:
- Ensure that you have chosen the right communication channels that are most likely to reach your customers. This may require an adjustment from your normal approach. For example, research also shows that more people have been opening their emails in the wake of this pandemic, and with the change to remote working more people are easily reached by mail at home.
- Be understanding of the situation both you and your customers are facing. Offer your customers information, advice, help, and/or guidance that could provide them comfort, whether that is reassurance of your continued operations, changes in line with public health guidance or offers of support.
- Track and analyse the engagement and response to your communications across all your channels. This will help you to gauge if you are meeting your customers’ expectations or not. With careful analysis of your communication performance you will be able to improve effectiveness of your communication from the tone of your messaging, timeliness of your messaging, and many other additional elements.
Keep it personal
Covid-19 is affecting us all in different ways. And as countries begin to move forward, it is important to note that communications at this point can’t be universal. Accurate customer data will allow you to create personalised communications relevant to specific customers and their personal situation.
Taking the time to ensure your data is accurate and up to date and delivering a personalised message shows that you care about your customers.
We’re here to help
We have been working tirelessly with our clients to ensure they maintain communication with their customers during this period. From providing solutions to cover unexpected obligations to communicate with customers, support in continuing any regulatory communications during remote working to acting as an additional back up supplier.
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