In the face of the crisis, proper brand communication and positive user experience are more important than ever. Choosing a form of communication can increase trust and strengthen the relationship between the brand and the consumer, or conversely, undermine it and cause customer distrust or frustration. So how does the brand communicate correctly in a case of force majeure and what actions are not recommended?
In times of crisis, the consumer needs the attention of the brand
Currently, the market is dominated by three main lines of communication – silence, informational messages (room disinfection, distance keeping, etc.) and specific messages to the customer.
Information messages sent by companies about shortened working hours or disinfection of premises are required but not inclusive. The consumer feels connected to his favorite brand and is looking forward to his needs-oriented communication. Suppliers of a product or service must empathize with the customer and ask themselves: What is the customer thinking about now? What are they most worried about at the moment?
Instead of panicking, you need to think about how to make the customer happy
Today, people are quarantined at home and they need the ways and suggestions to dispel them boredom. At home, opportunities to enrich your daily routine with more engaging activities are limited, so companies that have relocated to the virtual space have taken a very smart step. For example, the sports club does virtual training and webcasting is an example of good communication. Also, National Geographic opened its paid resources to all readers.
In times of crisis, communication messages need to be rethought
Today’s communication needs to be constant and fast. Companies are required to follow customer reactions and plan their communications accordingly. Now every word sent has a much greater weight than ever before. It is important to remain empathetic and positive towards your customers, and in the event of a mistake, to apologize and continue your dialogue with consumers. Tennis champion Billie Jean said: “Champions play as long as they succeed.” So don’t be afraid of the first setbacks and keep communicating!
Today customers interpret the information differently than before, so all previously planned messages should be adapted to the situation. Communication that claims nothing has changed is inappropriate.
Content and tone are important to the user
What kind of messages should brands avoid? Avoid complex language! This kind of communication creates a cold distant relationship with the consumer, creates a sense of mistrust and the customers no longer want to continue the relationship with those brands.
The message must have a meaning
Identity is a vital factor that emphasizes the uniqueness of a brand. So spreading the message of brand identity is a must! By the way, crises often test how well brands adheres to its communicative values.
Brands that are currently offering a discount code with the phrase COVID19 will definitely not receive customer support. Customers do not want to feel that the business is exploiting this situation for additional sales.
Therefore, now that the market has decided to introduce a new product or service, it is necessary to communicate as clearly as possible the causes, consequences, and circumstances of that decision. At the moment, communication about the issues that matter to our customers cannot really be too much.