Marketing Partners,
The world around us is changing quickly. To persevere in times like this, we are forced to adapt to new routines and expectations, but we must never abandon our principles. Now more than ever, we must be accessible to customers and respond to their needs with support that is efficient, comprehensive and friendly.
How we perform in adverse times will eclipse any other perception of our companies, and will greatly impact our ability to rebound from current circumstances. When there are crises there are also opportunities. Look for opportunities, rise to the occasion, and exemplify leadership during this time. Acknowledge the crisis with customers, and assure them commitment in the days ahead.
The communication guidelines below can help with your business' response to this crisis. This is uncharted territory for all of us, so please stay tuned in the coming days and weeks.
Communicating with Customers
Your outward-facing voice should be consistent and unified.
- Project confidence and perseverance. Panic and stress negatively impact your customers’ perception of you when it matters most.
- There's a fine line between offering solutions and sounding opportunistic. Focus-group your communications internally to make sure you don't cross it.
- Emphasize continuity, and be accessible. Your processes may change, but the overall result should be the same. Continue to be a reliable source of quality products, service and information.
- Nothing about a customer’s experience should change for the worse, if at all possible.
- Don’t exaggerate or obfuscate. If delays or other issues arise due to travel restrictions, supply chain challenges, or staffing shortages, explain why. Apologize for the inconvenience, and if pushed remind customers that these limitations are for the safety and well-being of your customers, employees and society at large.
Communicating with Your Team
- Above all, be considerate of the shared and unique challenges we’re all facing. Flexibility, communication and a commitment to practicality are essential.
- Stay positive. Things may get tough, but internal negativity trickles down into interactions with customers.
- Take advantage of remote technologies like GoToMeeting and chat, but don’t be afraid to pick up the phone. A short call can often resolve issues faster than a long email chain.
- Follow recommendations from the CDC and your local officials for personal interactions, including maintaining a physical distance, washing your hands and using conference calls for meetings.
- Remember that we are all in this together. This crisis has driven home how intertwined we all are, from physical health to economic well-being.
Brands are built and broken during crises. Evaluate every decision through the vantage point of 6 months out, looking back. Were we responsive and available? Did we project strength and perseverance? Were we resourceful enough? Were we doing right by our colleagues, customers and society?
