No business is exempt from the effects of Coronavirus. But what should you say to clients?

I’ve had various emails from businesses, retailers and organisations this past week telling me what they’re doing. Some are great and reassuring, others not so much.

If you’re struggling to get the right words together to communicate about Coronavirus to your customers, here’s some tips which might help:

CORONAVIRUS & WHAT TO TELL CLIENTS: 4 QUICK TIPS

Say SOMETHING – don’t say nothing
Now is absolutely not the time for radio silence. Customers will want to know first and foremost if you’re still open, operational and in what capacity. This may change as advice changes – so be prepared to update your message quickly!
Empathise, empathise, empathise – offer a solution
Put yourself in your customers’ shoes. They’re worried, afraid and unsure what ‘daily life’ even means now. Show them that you understand and recognise these worries. What you’re doing to allay these concerns. And what you’re doing to help.
Don’t be corporate – be personal
One of the phrases I dislike for times like this – and it featured in a lot of the emails I had, especially from the big corporates – is this one: “At (big business) we’re committed to your safety….” It’s corporate speak, a generalised phrase and it doesn’t really mean anything. So be more personal and friendly in tone. Talk your customers’ language – not corporate. It shows you’re human and helps to build trust.
And don’t waffle!
Be clear. Be concise. Keep it simple. Remember people want information fast and they want it NOW. So don’t put in lots of unnecessary detail, or paragraphs of corporate policies.

CORONAVIRUS EXAMPLE CLIENT EMAIL

Here’s a short and quick example client email, with suggestions of how to structure:

Hi (customer)

We know you’re worried about Coronavirus. We are too. We wanted to let you know that we’re still open for business. Here’s how we’re working now:

(Instantly a customer knows that they can still rely on you. Next list what’s changed, such as:)

- Our staff are working from home – they’re all still available to help you, and will be offering the same support as before – here’s how you contact us…we’ll be available during usual hours, virtual consultations are available etc

- We’ll be offering takeaway as well as dine-in in limited numbers. Takeaway will be available at these times…etc

- We understand if you don’t want to come into the store. We’ll be doing regular virtual catwalks where we’ll model the clothes, you can then buy online, etc…

(Customers quickly understand what you’re offering and what’s changed. Next explain any health & safety measures you’re making, as applicable to your business. Put them in a bullet list - lists are easy to read and quick to digest!)

We are also taking additional measures for your health & safety including:

We’re deep cleaning our premises, sanitising door handles, etc
Keeping our distance & minimising contact – protective personal equipment
Promoting the use of tap and go
Hand sanitiser at the entrance/exit and throughout the premises
Etc

(So now customers can see what you’re doing to help protect them too. And then sign off. For example:)

If you have any questions or concerns at all, we want to help. Here’s how to get in touch with us (CONTACT INFO). In the meantime, we thank you for your support and wish you all well.

(Customers can see that you care – and you are there to help further if they need it)

I hope this is useful to businesses out there. However you decide to talk to your clients, what’s important is that you get your message out there now.

I wish everyone all the best!