4 Keys to successful communication in the Coronavirus era
T
he Coronavirus pandemic has done more than upend how companies communicate with clients – it has completely changed the lives of clients across the globe. The sudden influx of physical distancing, the (hopefully temporary) shuttering of businesses, and the general unease about the virus have all reshaped how clients interact with commercial entities virtually overnight. On top of that, it will be at least several months before any sort of normalcy is restored. Because of this rapid change, it is absolutely crucial for businesses (including appraisal companies) to re‑assess how they communicate with clients and how to conduct business in the age of a global pandemic. The question is not an easy one, but there are some key principles regarding how you can communicate with your audiences and build strong relationships with them (even in times like these). Key #1: Acknowledge that you are taking the Coronavirus seriously There are several means by which companies can communicate their commitment to fighting the coronavirus 46
to clients. The first, and most obvious, is to release an email (or message via social media) acknowledging the pandemic and what your company plans to do about it. Whether it is reassuring clients that a given service will continue or announcing a temporary closure plan, clients will appreciate the update. There is, however, one caveat to this message notion: every company is transmitting messages like these to clients, putting themselves at risk of being just another email. To help avoid this problem, companies should keep their messages as concise as possible. This can help a company’s message stand out in a sea of COVID-19 musings. Entities that maintain physical store/ office fronts (and can responsibly keep them open during this pandemic) can consider more in-person reassurances that they take people's health seriously. For example, in several Costco locations around the country, the brand employs workers who not only sanitize tables, but take pains to ensure that their work is very visible to clients. Gestures like these can go a long way toward helping people feel safe and healthy in an in-person shopping or business environment, and thus help ensure that they have a quality experience.
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Key #2: Emphasize that client feedback matters now more than ever In times like these, commercial entities need to reiterate to clients how important their feedback is. Thus, companies should use messaging to communicate both their dedication to fighting the pandemic and how much they value their clients’ views and opinions on a provided experience. More specifically, companies should ask clients open-ended questions about their views on the pandemic and, perhaps more pertinently, their opinions on what an ideal experience looks like in an age of quarantine and temporary shuttering. This strategy yields two results – it gives organizations a glimpse at pandemic-era client thinking, and it reassures those clients that their opinions still matter. Key #3: Do not try to sell to clients right now It may be tempting for some enterprises to capitalize on the Coronavirus, but the simple truth is that now is not the time to try to sell to clients. Rather, companies need to emphasize the importance of relationships over profits. Return to CONTENTS