Customer communication in the COVID era

With the current Covid-19 pandemic, many companies in South Africa, and in fact, all over the world have come under unforeseen financial and operational pressure. Therefore, the big question is: Should companies be increasing or decreasing their communication to their customers and if so, what should they be saying and through what channel should we be trying to say it? The multitude of communication and selling techniques through digital platforms has become overwhelming. As businesses in this fragile country of ours, it is at the forefront of our business ethos, that we need to reassure customers in this crisis and what happens next in the aftermath. 

Reassuring and supporting customers in the wake of 

Covid-19 is companies’ #1 job

Firms should provide clear messages, prominent content, and guidance to support customers in the midst of this pandemic to help ensure that they themselves as well as the customer will thrive after. What better time than now to adopt a change in approach to communicate with their customers to build a long-lasting relationship. How they design and deliver new initiatives is imperative to gaining and maintaining trust that will continue long after the pandemic.

Overnight many businesses lost the ability to see customers face to face and had to develop other ways of communicating with them.  It is important to emphasize that communication methods are vital during this time as consumers are being overwhelmed with information. And clear and to the point is crucial.

The Covid-19 pandemic has profoundly disrupted everyday life, as millions of people worldwide are practising physical and social distancing. Adapting to this new way of life means embracing teaching, learning, exercising, shopping, and working from home through online platforms. Spending more time indoors, and alone for some, means people are welcoming new ways to keep their minds active and healthy. This presents the perfect opportunity for smart businesses to talk to their clients with a message which is not about selling but rather about sharing information and support.

As the new normal sets in, people are spending more and more time and money on consuming online media. It is important for marketers to understand this shift in consumer behaviour, and to adapt quickly. By understanding and analysing at-home consumer behaviour, companies and brands are already struggling with consumer marketing demands. Look at what smart business ‘OUTsurance’ launched during the very strict level 5 lockdown.The #whenigetout campaign which asked people to post online what the first thing they would do when they ‘got out’. The campaign was centred around spreading positivity and hope – not selling OUTsurance products.

Lockdown in SA has meant many people are still at home all the time – even at level 3, many people continue to work from home. Smart companies should be using this time to build deep relationships with customers. By engaging with consumers about their interests and helping them with their challenges, companies and brands can remain top of mind. Companies that create structure for their customers, fill the void of lockdown and add value via useful and relevant content, will get share of mind and build loyalty.

Which channels to use? In general, brands should use as many of the channels available to them and not just rely on the most convenient or cheapest channel. All channels work hand in hand.

• Direct Mail: Since we are firm direct mail proponents, you had to know that this would be our preferred channel. Why? Because I have not had a letter sent to me in over 2 months and at this point I am totally overwhelmed by the digital clutter. SAPO is back up and running on full capacity as of Monday 1st June, so why not use the channel that gives your message a 17-day shelf life. We know this because research has shown that on average, direct mail is kept for 17 days in the home. We are at home for longer now, so having a catalogue or a mail piece on the entrance/coffee table will most certainly be read now. UK research has shown that 92% of people are driven to online activity as a result of receiving direct mail. And that 55% of people say mail gives a better impression of a company. Yes, it’s more expensive, but it delivers a much better ROI.

• SMS/MMS communications: In South Africa, for the vast majority of businesses, this is the preferred channel – it is quick, cost effective and easy to send out on mass. But are SMS messages being read? I often miss my OTP sent to me by SMS because I have so many SMS messages coming through whilst I am busy with my online banking. Currently I have 2,435 unread SMS’s! Send me some direct mail and this will be read and read again…

• Email communications: Email is a very easy channel to use but the readership is low which means it might only be read by one-third to even one-fourth of your customers. Many individuals use work email addresses and your marketing messages are competing with more important work emails. The other risk is that some of your customers may not be email subscribers or have opted out of email communication to your reach may be limited.

• Website: Add a special notice to your home site with a link to a special page or blog with updates. Keep changing this on a regular basis to stay current and in tune with what you are offering to customers.

• Blog: If your company has a blog, this is a perfect vehicle for COVID-19 updates. And your blog posts can easily be updated, changing or adding dates. Active blogs often are search-engine friendly and might rank well for appropriate searches related to your brand and COVID-19.

• Webinars: Consider conducting online presentations that reassure your channel partners or field locations that provide tips and content for how they should best communicate to their customers and prospects.

• Social media: Your social channels are an efficient means to communicate to customers and the market, but they can also quickly get out of control and comments from angry people can take on a life of their own. Suggestion to have highly experienced staff monitoring and communicating via your social channels.