During this crisis, many businesses are unsure how to best communicate with customers, and what they should say.  Here are our top recommendations for how to successfully engage your customers during this time of uncertainty.

1. Use Multiple Channels

An omni-channel crisis communications strategy is particularly important now that traditional forms of communication (phone, in person) are more difficult.

Examples of touchpoints include:

• Website
• Social Media
• Email
• Automated phone messages

Many businesses are experiencing delays, cancellations, and longer than normal response or hold times. Communications should prepare customers for what to expect and set realistic expectations. Proactively addressing common concerns in a highly visible way – such as on your website or via email – demonstrates that the organization is actively working to address needs even if they can’t be readily solved.

Content should address both functional and emotional needs, particularly in situations when customers are frustrated or upset due to delays:

• Functional Needs: This focuses on what is done, including logistics and practicality. What are you doing differently now? How can customers contact you?
• Emotional needs: This focuses on how customers feel about their interactions, such as information that alleviates their anxiety and humanizes their experience.

In a time of crisis, it’s easy to “wing it” to get information distributed quickly. However, this has a risk of messages being inconsistent, inaccurate or setting unrealistic expectations. This is particularly true in organizations where there are multiple departments or locations, with each sending their own communications.

A Message Map is a tool that can be quickly created for a specific set of circumstances and, and helps to ensure communication is consistent throughout the system. Leaders should identify communication goals, core messages and expectations that should be set through the communications. Read more here: https://www.endeavormgmt.com/resource/message-mapping-creating-a-communications-roadmap