Relevant communication with customers:
tips & tricks
Consumers are flooded with e-mails and messages on social media with information about the Coronavirus, often packaged as service-information with a commercial message. This entails risks, especially at a time when customers can be extra sensitive. Still, as a brand you want to continue communicating and selling. In this special situation, what should you pay attention to?
We all see it happening; our social media and e-mail inboxes are flooding with messages related to the Coronavirus. A logical consequence of all the frenzy and measures we are now dealing with. Companies want to stay in touch with their customers and let them know what they are doing to prevent the spread of the virus, but also what services they still offer. Particularly, lots of opportunities are found in e-commerce, now that people don’t go to a physical store. But more about that later…
In this series of knowledge articles, we share our vision on (online) customer contact and digital engagement and how you can use that to your advantage, especially in this day and age. In this article we address the question: ‘Why you should be careful with the mass distribution of commercial information packaged in a service- information jacket’.
All the messages we read now on social media, news sites and in our personal mailbox almost all involve Corona virus. Also, the newscast is logically dominated by this topic. We are inundated with it and want to stay informed about what’s going on. However, an overkill of information can cause indifference, choice stress and indecision. In 1997, scientist David Shenk concluded: “The excessive supply of information has become a real threat. He called the abundance of information ‘info-besitas’ or ‘datasmog‘.
It is up to the customer, in this continuous stream of information, to determine which information is relevant to them and which information may remain unread. And, as the above studies have proven, it is becoming increasingly difficult for many people to make the right decisions. Of course, you want to prevent your message from falling into the latter category.
Customer communications – more important than ever
However, this does not mean that you should stop communicating with your customers. On the contrary, at a time when we are taking more and more physical distance from each other, communicating with your customer is more important than ever! We just need to get back to the core of communication: getting the message across to your target group, at the right time, through the right channels, according to the values and vision of your brand.
- Think carefully about what you want to share with your customer; what is your message? Stick to that message and don’t put multiple messages in one post or article.
- Be relevant: be aware of the situation the customer is in. Themes that will play a role for many consumers are working from home, making coffee and food at home, moving around at home and staying healthy.
- How does your message connect to your brand? Does it have the right tone of voice? Does it match the services or products you provide? And does the tone of voice also match the sentiment in todays society?
- Choose the right channel. Be present wherever your target group is!
- Do you want to interact with your customer? Then make sure you are prepared! A phone number that is unreachable or a question via social media that remains unanswered causes irritation that everyone probably recognizes.
- If you have built a community, make sure you listen to what your community tells you. Is the image around your brand changing because the needs of your customers are changing? Anticipate on this, if the situation allows it. Also see how you can activate your community: you can ask your own customers how they deal with the current situation.
Last but not least: which information does your (potential) customer need? We all know the principle of the content calendar, but you can ask yourself whether that content currently adds value for your customer? What do they want to know from you at this moment, what can you help them with? Can you provide that, then do so!
In the case of an international crisis, such as our current situation, due to the outbreak of the Corona virus gives us a reflex that there is a great need for news and information. Social media is a vital source for many people. Messages are shared, liked and reactions are massive
How can you manage this enormous flow of questions and reactions during a crisis?
In this blog, provided with a handy checklist, we tell you how to manage this enormous flow of questions and reactions