Have your client communications gone quiet during these uncertain times? Or maybe you’ve been proactive? During periods of uncertainty, it is not always easy to know what to say, and you have also most likely had lots of stuff to deal with yourself. If you have gone quiet, now is the time to get talking again. But how do you resume customer communications during uncertain times? Read on to find out.
During times of uncertainty, when there are concerns around income reduction, or there is nothing sure to say, we have noticed some businesses go quieter in terms of client communications. Resuming client communications after a break can be a bit daunting, especially if you still aren’t sure what to say. However, initially, the act of reaching out is more important than the actual content.
This period is one which tests the behaviour of suppliers in a time of crisis. Reinforce the idea that you are there to help; this will make an emotional connection with the client that will pay off when the time is right.
But how do you make that initial reconnection with your customers? In short, email is the quick, timely and easy way. And with people working from home, potentially with some time on their hands, receiving an informative newsletter could stand out and put you back on the map.
Writing your message
When putting together the message your message, there are different points to consider:
- What are you going to say? (message content)
- How are you going to send it? (channel)
- When are you going to send it? (timing and frequency)
Start with what you want your message to do. For example, is it to keep in touch, update your clients on market responses, or to position the support and values you offer?
Consider what the general mood of your customers is likely to be, and what their potential grievances are, and write with clarity. In times of uncertainty, there is often a lot of conflicting information that can be both confusing and overwhelming. Your customers will welcome some clarity – make your message easy to understand with a clear call to action (CTA).
Because email is quick and easy, it’s fantastic for light touch contact. However, the potential for feedback can be limited. With people working from home, there is an opportunity to try different communication channels. For example, for high-value customers, you could use email to arrange a catch-up call or video call. Or you could even post your message directly to their home, providing you have permission to do so. Think of ways in which you could stand out.
And finally, when will you send your communication – and how often? Of course, this will depend on what is best for your business and your customers. You may want to start slow and build up your communications gradually, or dive right into sending monthly newsletters. Whatever you decide to do, some planning will help you with your success.
If you need some help with your client communications, feel free to reach out to find out how we can help get you back on your customers’ radars.