{"id":50484,"date":"2020-03-30T18:26:00","date_gmt":"2022-10-18T18:26:39","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50484"},"modified":"2022-10-28T13:43:00","modified_gmt":"2022-10-28T20:43:00","slug":"8-steps-for-effective-communication-during-a-crisis","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/8-steps-for-effective-communication-during-a-crisis\/","title":{"rendered":"7 steps for effective communication during a crisis"},"content":{"rendered":"\n

Whether it\u2019s a global issue like COVID-19 or a local emergency, businesses must have a crisis communication plan in place for their customers. This goes beyond minor adjustments to marketing messages. The plan must extend to customer service teams, your website, social channels, customer-facing staff and more.<\/p>\n\n\n\n

While we often can\u2019t control an external crisis, we can control our response to it.<\/p>\n\n\n\n

Here are seven steps to help you communicate the impact of a situation and next steps to your customers.<\/p>\n\n\n\n

1. Show that you care<\/h2>\n\n\n\n

People seek connection during times of uncertainty. Companies in our communities play a role in this. Consider a message to customers to show you\u2019re aware of the issue and offer helpful resources. Social media, email or your online community are particularly useful for a brief and immediate message.<\/p>\n\n\n\n

 2. Communicate proactively<\/h2>\n\n\n\n

Your customers count on you during a crisis even more than usual. Proactively announce changes or impacts to your business. Do not make customers hunt for the information they need \u2013 bring it to them. Proactive communication will free up staff to focus on tasks other than answering the same customer questions over and over again.<\/p>\n\n\n\n

3. Select the right channels<\/h2>\n\n\n\n

Create communication that is appropriate within a variety of channels, including email, SMS, push notifications, social, IVR systems, chatbot introductions, homepage modals and headers, and dedicated web landing pages. Establish a parallel approach designed to inform customers and employees in equal measure as appropriate.<\/p>\n\n\n\n

4. Empathise and go the extra mile <\/h2>\n\n\n\n

Show your humanity with an authentic, sensitive response that shows you understand your customers\u2019 changed needs. For example, Walgreens and CVS pharmacies in the US are waiving prescription medicine delivery fees during the novel coronavirus pandemic. Locally, community pharmacies have been doing the same, while some daycare centres are running video calls so kids in isolation at home can still have morning tea or story time with their friends (and parents can have a much-needed timeout!).<\/p>\n\n\n\n

5. Inspire your audience<\/h2>\n\n\n\n

In times of need, those who are not affected are often in a position to assist others. You can be a catalyst by allowing corporate citizenship to shine. Do all you can to help, such as:<\/p>\n\n\n\n