How To Communicate With Customers During A Pandemic
May 19, 2020
By now, we’ve all heard marketing experts say that this is THE TIME to engage and nurture your customers.
Keep in touch with them.
Don’t neglect them.
Take care of them now – more than ever.
You have meetings to discuss customer engagement ideas and you’re armed with a fancy consumer experience management (CXM) tool that can send out messages to hundreds out customers with a click.
But what exactly do you say to your customers?
Address the issue at hand
Of course you want your business to keep operating. But you have to accept that things will never be the same.
Customers are still buying, but what they’re buying and how they’re buying has changed.
Assure customers that while your business is on as usual (in the best case scenario), their health and safety is your foremost concern.
Convey your new strategy and safety measures to your customers.
They will feel better and more comfortable to shop with you knowing that you have their best interest at heart.
“The important thing is to be open and honest,” he recommends. “Don’t act like it’s business as usual or that your company isn’t facing uncertainty, too. Ask your clients how they’re doing and how you can help them accomplish their goals given these new constraints. Honestly, you shouldn’t change how or what you sell, just be conscious that things are different.” – Carl Smith, Owner of Bureau of Digital
Revamp your website so it’s at the best capacity
Most of you have probably moved your business online and shifted your focus to your online store since the pandemic hit.
This is the time to invest more effort in making sure there is little to no customer friction when customers are navigating through your website.
Make sure it’s user-friendly, intuitive, and contains updated information about your operating hours, new products, and promotions.
Use banners and pop-ups to convey important notices.
Use a customer engagement tool to customize messages for new and loyal customers
You have customers who frequent your store and you have new customers. You also have prospects who have discovered you through search engine or social media.
If you have a CRM tool, you can easily identify different segments of customers and customise messages for them.
Different segment of customers require different kind of messaging.
For example, new customers would appreciate a welcome message and a starter discount.
Loyal customers should feel like they are appreciated and cared for.
You can send them a message to inform them that you will be freezing their points until the lockdown is over.
Or they can convert their points to qualify for free shipping. It’s up to you to be creative with the messaging.
Send out personalised emails
Many directors and CEOs of companies have taken the time to write heartfelt letters to their customers during the pandemic.
If only they did this more often!
Customers feel good when someone of authority takes the time to write to them – especially if it’s from their favourite brands.
Be honest and let customers know your situation and let them know how you’re coping.
You can also use this opportunity to throw in promo codes and lockdown discounts to encourage customers to purchase.
Ask for feedback and suggestions
Customers’ feedback is a great way to improve your service, increase conversions, and boost revenue.
Find out what are the factors that are holding your customers back from making their purchase.
Is it the wait time?
Is it the limited payment options?
Is it the website?
Is it because someone was rude to them at some point?
Or because they have been shopping with you for years and you failed to recognise them as a loyal customer?
You can easily get feedback via Google form or using a CXM tool that comes with messaging functions. Get real time feedback and stay on top of the game.
To learn more about customer engagement, reach out to us at email@example.com