This year, most every business, big and small, is adversely affected by the coronavirus (COVID-19). And certainly every consumer has been inconvenienced (at the least) significantly.

There are so many unknowns at this time both for businesses and consumers. People are hungry for answers and information. And businesses need to keep customers in the loop more than ever. In many cases, the need for each other at these can define what their future relationship will look like.

So, how can businesses minimize harm to their company and their customers? Effective communication is the key.

But the big challenge for businesses is figuring out what to tell their customers and how to communicate when everything is so uncertain and subject to change. Effective communication in times of crisis will pay off in the short term and in the long term for the customer and your business.

How to get important information out to consumers

In addition to customers, think about the same or different content to communicate with your employees, suppliers, and business partners.

• Post signs on your doors or windows if your business has a physical presence that customers come to. Give them contact information and refer them to your website for the latest information. Update the sign as things change. (And put a date on the sign so people have an idea if the info is current.) This may be one of the easiest ways to communicate but it won’t penetrate a large audience since it depends on people coming to your place of business.
• Post updates frequently on social media where people are gathering.
• Email can be an effective way to push information directly to customers. An email blast or email newsletter can reach everyone on your list. (Note: Keep the info to the related to the current crisis rather than trying to sell them on unrelated products and services.)
• Use text messages if appropriate. And change your incoming voice mail message to give the latest need-to-know information.
• Ask customers for their email address via your website so you can send out an update to them as things change.
• If possible and you have the means to do it, telephone your customers who have recent business pending with you. For example, those who have upcoming appointments, orders in process, or product to pick up.
• All of the above channels should link to your business website and instruct people to go there for more detailed and timely updates about what’s going on with your business. Make your website the central hub for your communication efforts.
• For example, give information about what products and services you have available. Link to other resources they may need during the crisis. You can continue to use Posts to directly communicate with your customers on a regular basis as your business changes.

What type of information should I be providing?

You need to provide the most current and accurate information to your customers. Be sure to update the information as things change or at least tell people when to expect the next update. For each update, give a date. For example, “This update is as of (date/time).” Or, “This change will take place at 3pm on (date).” It will also be helpful to note some things that will NOT change. For example, “We will continue to offer curb-side pickup at least until 6pm on (date).”

For example, change your hours of operation if you’re closing early, or add more details to your description. Don’t forget to update again or take down information as things start getting back to normal?

Changes in your business hours

If your business hours have changed, update the times when you’ll be open or closed. Give them alternatives for how to reach you or get the services they need.

If your business operations are NOT affected by COVID-19, emphasize that. Let people know your are still available to assist. You can share information about any extra precautions the business is taking, if you’re providing any extra services to the community, or whether you’re experiencing delays.

Keep yourself reachable

Update your phone number and other contact details. Are your employees working from home or elsewhere? Let customers know how to contact them — even if it is still by the usual means.

Getting the word out — even further

Not everyone uses the same channels of communication. So use multiple means to communicate. — your website/blog, social media, email, and text message. Make your website/blog the hub and have all social media and other channels reference that. That way you have the most control over positioning your message.