People consume information differently, so you need to develop a strategy that reaches your entire audience. A marketing mix of outbound and inbound communications should cover your basis. The messaging should not create fear but rather support and care for their well being. Keep it positive and informative.
Outbound messages should include frequent email, social, and text communications on internal activities and changes that will affect the business and customer experience both positively and negatively. Be sure to inform on how the company is taking precautions to protect their customers and staff which may affect business as usual. Set expectations and advise on any change in operations, product, delivery or response delays. Ensure you communicate next steps or how to stay informed.
Ex: We are currently taking extra care and precautions in our warehouse due to COVID-19, so it may take a little longer than usual to receive your order. You’ll receive an email confirmation as soon as your order ships. You can sign-up for text notifications to get up to date processing details. Thank you for your understanding and patience.
Inbound awareness messages should be implemented on all established platforms including website banners or pop-ups, call center introductions and auto-responses on all customer service channels. Creating a webpage with full details and an FAQ on changes that these sources can link to will reduce misunderstandings and customer service backlog. It should include general positive information on the steps the company is taking, the importance of their measures and average timeline adjustments.
Ex: It’s been our mission to serve the community. As we navigate and adapt to the coronavirus, we will continue to do all we can to safely serve the community. Here’s what we are doing for you and us in store and at our distribution center.
- Frequent cleaning
- Face masks & gloves for our team and you
- Capping the number of guests in store
- Friday and Saturday 10-11 AM dedicated shopping for expectant mothers & vulnerable guests
- On-site nurses perform temp checks on employees at our distribution center
- Following WHO & CDC guidelines
Overall, frequent communication and followup will be key to maintaining customer relationships. Proper planning and execution will support your customer experience and brand standards.