What to think about before adjusting customer communication

Due to the current global situation, business leaders all over the world are currently trying to make sense of these new and strange times. You are probably one of them. A lot of things are uncertain but before turning all plans, customer communication and visions on its head, let’s take a step back and look at what we do know:

1. Don’t try to fix something that isn’t broken! Some industries, and markets, are being hit harder than others right now. While consumer spending will slow in a recession, it won’t stop completely. Customers still need many products and services, and they still need help when things go wrong. Review your customer journeys. Are they still relevant? It’s important to continue telling your story in a credible and genuine way. Many moments in the customer journey are still happening as usual, so the worst thing you can do is to change what’s already working. Put your time and effort elsewhere!

2. Don’t act on fear. Act on data! According to a study from Kantar, 77% of consumers expect their brands to be helpful in what has become “the new everyday life.” Only 8% feel they should stop advertising. At Wiraya we are monitoring customers’ communication programs closely and we see no signs of change in customer activation in terms of how people are acting on the relevant communication. Look at your data, what does it tell you?

3. This is not the time to stay silent. When in doubt, the easiest solution is to fall back on the strategy “let’s wait and see”. This is a very dangerous strategy and will only lead to lost opportunities. Once your customers are gone, there is no guarantee of getting them back. The brands who maintain loyal customers and a strong brand are much more likely to come out stronger from this. Remember that your customers want to hear from you. Just make sure you’re being relevant! Let’s make sure that the world moves forward!

4. Focus on value. For many companies marketing budgets are being slimmed down considerably and that leaves you in a tough situation. Where should you stop, continue or start adding your marketing spend? By focussing on the right critical moments in your customer journeys you don’t only provide value for your customers but also on your bottom line. What moments make or break your customer experiences and what does it cost you if your brand fail on delivering relevant communication in those specific moments? Worst case it will cost you your customer.

5. Lead the narrative. Steer your customers by guiding them through their journeys and customer life cycle. Try to be as clear as possible in your communication. In times of worry, people look for clear answers. How can you show support in these times? Strengthen your customer relationships by being a part of their life. Don’t be afraid to reach out to your customers if there is something you want to inform or update them about.

6. Be a resource. Everyone will be looking for perspectives on what to do next. If it aligns with your brand, share how your company is managing the current situation, and offer insights on how to recover. But as always when it comes to communication – don’t just say something because everyone else is doing so. Remember to always ask yourself, what’s the value for your customers?

7. Be prepared. Right now the world is experiencing a lot of uncertainty. But when things go back to normal (and they will), you need to make sure you are ready to welcome back customers and employees that you might be loosing right now. In the meantime, it is more important than ever to keep a close relationship with them so when the time comes they will choose to come back to you.

Do you need help getting important information out to your customers or employees? Wiraya is accredited for our ability to reach people at large scale, and make them act on communication in critical moments of the customer lifecycle. Get in touch!

Sara Bremdal-Vinell

Customer Retention Manager
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