As the Covid-19 pandemic evolves, organizations must carefully consider how, when, and why they contact their customers about the short- and long-term impact of the virus on operations. Below, we outline the key steps for consistent, clear, and effective customer communication. We also describe some examples of best practices from four industries that have been particularly affected by the coronavirus so far: aviation; food and beverage; retail; and hospitality.
The 4 key steps
Identify your customer segments
A vital first step is to identify the different segments within your customer base and then develop tailored communication plans for each of them. These plans should be based on how customers interact with you; for example, in-store, online, or through a third-party supplier. You should also consider whether certain groups need more regular or detailed communications. These may include high-spending customers or those with specific product needs or purchasing patterns.
Decide how to contact them
It is also important to determine the best way to reach customers, bearing in mind that your approach may differ between segments. If your organization has a loyalty program or a payment/ordering app, this can be a great way to get information to your user group quickly and accurately. You can also publish content on your own platforms, such as your company website and social media. And when mass awareness is needed, particularly in response to a specific Covid-19 outbreak, you may consider issuing a statement through the appropriate media channels.
Stay on top of issues
Social media allows your customers to share their thoughts and opinions 24 hours a day, 7 days a week, which means that the conversation around your organization and the Covid-19 pandemic can change in the blink of an eye. Monitoring key social media platforms and media outlets daily will help you stay on top of what your customers, industry peers, and the general public are saying. When necessary, this knowledge will allow you to join the conversation quickly and effectively.
Be proactive and honest
Organizations that communicate regularly, openly, and proactively with customers during a crisis are more likely to emerge with their trust and reputation intact. Decide how often you will contact your customers—and stick to it. Starting off on the right foot by responding honestly to their concerns, communicating solutions, and updating them on any actions you are taking is a highly effective way to preserve—and strengthen—vital customer relationships.
Examples of good practice customer communications
Aviation – proactive use of owned channels
In the early days of the coronavirus crisis, one airline used its corporate blog to regularly communicate how it was addressing customer concerns around airline safety. The posts included a detailed range of videos and photos to demonstrate how thoroughly its planes were being cleaned and made safe for customers.
Food and Beverage – hiring third-party expertise
A major food retailer is working with well-known food safety and sanitation experts to serve as external validators, proving how seriously it is taking health and hygiene during the coronavirus crisis. It has also created regular online communications showing customers how it is increasing regular cleaning for the duration of the pandemic.
Retail – customer segmentation
This retail business experienced significant supply chain disruption as a result of the coronavirus, forcing it to raise customer awareness of the impact on product manufacturing and distribution. The company identified VIP members and special order customers for tailored communications. It also developed a statement to share with business and industry media and is offering alternative merchandise options and/or discounts throughout the disruption.
Hospitality – planning to act quickly
A large hospitality provider needed a plan to reach people who may have been present at one of its properties at the same time as someone diagnosed with Covid-19. The business established a clear cadence for group communications, collated and segmented its guest and employee database, determined company spokespersons for specific segments of its audience, and partnered with the local health department to serve as an external validator of its cleaning protocols and procedures.
For informational purposes only; should not be considered medical advice.
EDC is Edelman’s Affiliate Partner in Portugal. See the original Edelman news story here.
