Small business owners should have access to the same great marketing and crisis communication advice that corporations get. Let’s talk about what information you can share with customers about business continuity during Covid-19.
The high level of general anxiety leaves many questions unanswered. If we business owners don’t know, then what will we tell our customers?
I’d like to reassure YOU, Decision Maker, YOU HAVE a wealth of information under your belt. To quote Delta Airlines CEO, “to prepare your business for a crisis, the best decisions require the best information.”
Let’s review what you CAN tell customers to reassure them in these uncertain times.
Coronavirus Communications //
What to tell Customers about COVID-19?
It’s a New Way of Doing Business
Small business owners should have access to the same great marketing and crisis communication advice that corporations get.
Giving customers confidence through good communication will showcase your business leadership.
This post is a list of COVID-19 communication tips. Its what you can tell customers about your business during coronavirus.
// CRISIS COMMUNICATION TIPS FOR COVID-19 //
It is NOT Business as usual. It’s a New Way of Doing Business
Example of FAQ questions to answer
Update all communication channels
What is the minimum information to have on your website about COVID-19
Ideas from other small business about COVID-19
We believe in providing business like yours with Marketing Made Easy. You get access to the same great marketing that big brands get, we are your on demand marketing partner.
More Insights About Covid-19 . . .
We wrote another post about what Restaurants and businesses can do to attract customers during the global cover-19 crisis.
You can jump to more info about updating your business hours in google search results here. This includes getting your take out and delivery service added.
“In uncertain times, share what you know. It’s what people need to hear.”
- Joanne Klee, Joanne Klee Marketing
Marketing your business during covid-19 can be challenging //
We are open and here to help you
We have the skills to spark inspiration, support, determination and hope - many of the things necessary to overcome this unique crisis our world is facing.
We can help with:
update your website / covid-19 website updates
virtual events
set up business video conferencing, conference calling
digital tools for work from home employees
ABOUT JOANNE KLEE MARKETING
We are your on demand marketing agency and technology partner.
We work with businesses like yours to get you online, and drive profitable growth. We connect you more closely with customers.
We provide as much or as little on demand marketing that you want, tailored for your business. We just add in our time-tested marketing and event experience.
Business owners get professional marketing, on demand. Contact Joanne Klee for more.
Let’s get started.
This is NOT Business As Usual //
Today we are living through a new way of doing business. We are making decisions everyday that were not required on January 1st. It’s a New Way of Doing Business.
We are living through a unique situation where the headlines change daily. Do not misinterpret this post. Crisis Management is the specialty this situation falls under because of the DAILY changes. Higher call volumes, making new decisions, let’s tell customers what you are doing.
It’s About Making New Decisions
Leadership means making NEW decisions around how we conduct daily business. For example: which CDC recommended guidelines apply to your business? What new procedures are employees following? Are employees working from home? This is what we need to tell customers AND employees.
By following new guidelines that in itself is an example of how this is not business as usual. Instead it’s a new way of doing business.
Communications Is More Important Than Ever
How you choose to communicate will be a deciding factor in how your business survives these times.
The four cornerstones of crisis communication will help guide leaders to make the new decisions that come across our desk. What you say in company communications is more important then ever. We share examples of communication in the email templates section.
Share Your Best Information
As business owners and leaders our objective is to share the best information that we know. Our knowledge will help calm customers and set expectations of the new way/s we are doing business.
As you make decisions, they become a part of a ‘continuing to do business plan’ or the common term “business continuity plan.” We have an email example template for sharing with customers your plans to continue to do business here.
Customer Want To Know //
are employees working from home (#WFH)?
what to do when call volume is high or they can't connect?
is email or website the best way to communicate?
This article will guide you through Covid-19 Communications
We used the four principals to shape the Covid-19 examples communications in this post. Do not consider this post training on crisis communications. Instead it’s a mini guide to give small business owners access to the same great Covid-19 communications that corporations have.
Crisis communication relies on the following four (4) principals //
1. Honesty 2. Transparency 3. Accountability 4. Consistency
These four principals translate to the following action //
Sharing the best information you have in the moment, tell the truth
Make a business continuity plan, inform clients
Do what you say, and say what you do
Each section below is dedicated to where to share your message, what to say, and things you might not have considered yet. Basic information will reassure customers about your new way of doing business.
You got this! Let’s get started.
Where To Share Your Coronavirus Updates for Customers?
Inform your customers about the basics before they need to come to you.
Make your message consistent across all channels that customers interact with your business.
Review all the ways clients interact with your brand, and ensure the message is the same at every touch point.
Read the example basic business questions to answer below. Then see our section on where you can update all business communication channels.
EXAMPLES OF CORONAVIRUS F.A.Q.
// Questions To Answer on Your Business Website or Email Communications //
What do you know?
Let customers know the basics of what you know. including that you are familiar with current events and how you are staying informed. Let them know if you are open for business.
This step helps establish trust. Be clear about where your information is coming from:
“We are continuing to monitor the coronavirus (Covid-19). We will also continue to monitor updates from our [STATE] Department of Health.”
Where to Get Information?
Let your customer know where they can find ongoing information about your business.
“Please note, moving forward we will provide regular updates on our website regarding business operations the Covid-19.
Visit the website for more information or contact us with any questions. Thank you for your partnership in keeping our families and community healthy.
Answer General Questions That affect All Customers //
Let customers know what you know about your current business operations. A Frequently Asked Questions (FAQ) is an ideal format for these questions. It can seem obvious in your business that you are or are not working - it IS NOT clear to customers. Let’s keep them informed.
Business owners have the best current information ABOUT YOUR BUSINESS. These are common questions customers have:
Are you open or closed?
Do you maintain normal business hours?
Is my upcoming appointment, procedure or shipment scheduled as usual?
Do I need to call?
What happens if you need to close business?
“If at any point we are advised to suspend programs or close facilities, we will communicate that information through all means available, including email, our website, and social media.”
What Are You Doing to take action?
Let customers know what you are doing and consider your ‘business best practices’ in the current crisis.
This is an opportunity to SHARE ANY RESOURCES with customers. Examples include:
Tell customers if you are taking additional measures for hygiene, cleaning, and servicing your stores.
Where should customers go or call if they have additional questions or concerns:
Do you have resources? Are you a brand that can help with webinars, set up tech services, provide customer communications? Let customers know about your resources. Examples are below in the ‘By Industry Coronavirus Communication Tips’ section.
Please know that offering people to call may increase calls, but it also eases customer concerns. Proactive communication is better then having customers wondering about how your will provide services during a crisis.
Tell Customers What you are NOT doing //
Unfortunately in times of crisis we see an increase in instances of those who might take advantage of the fast rate of changes. Incidence of online crime including fishing campaigns, spam messages and other business damaging crimes can occur.
Inform your customers of any possible changes regarding their accounts or payments.
Let customers know you will/will not be calling about account information
Let customers know if it’s ‘business as usual’ regarding payments, their accounts, or personal information. If changes do occur in how you process payments or other account information, MULTIPLE MESSAGE POINTS will be required.
Tell customers about your business continuity plan. See the example email templates for COVID-19 communication
UPDATE ALL YOUR COMMUNICATION CHANNELS
// BUSINESS CONTINUITY DURING COVID-19 //
Review ALL Your Company Communication Channels //
Update ALL Your Communication Channels Where Customer Can Talk With or Experience Your Business.
Quick Tip: ONE PLACE TO HOLD ALL THE INFORMATION
KEEP REGULAR UPDATES about the Coronavirus IN ONE PLACE. The website is a good place to have a consistent spot for new info.
For example: if you choose to post regular updates on your website, make a commitment (internally) to regularly update the site BEFORE publishing emails or social media posts. The website becomes the priority to keep communication channels open.
Do NOT give medical advice unless this is your profession. Instead direct customers to the local Department of Public Health (DPH).
WEBSITE: We recommend creating a new webpage specific for COVID-19 updates.
Having a dedicated webpage is a way to set expectations of where to find information.
Update BASIC Information about the current headlines. OR a list of frequently asked questions is also a good resource.
Link to the new page with a button or message on the top of your home page.
Generally your website is the first place people will look for information. To help prevent clogging the phone lines. However be sure your message is the same across every touchpoint.
VOICEMAIL: Standardize voicemail recordings and send employees a quick example script:
“We are open and our business hours HAVE / HAVE NOT changed for the week of March XX. For more information please visit our website.” News is changing very quickly, crisis management tips recommend updating voicemail often, generally daily / or weekly.
Or “Call volume is high over the last few days, please visit our website for more information or to check your account. We will do our best to answer your call within 48 hours.”
PHONE GREETING: how staff answers the phone is one way customers interact with your business. The Chicago Plumbers Union currently answers calls with “Plumbers of Chicago help keep our homes safe.” It is an easy way to let customers feel reassured.
STANDARDIZE social media posts. Review your social media schedule. Make sure scheduled posts or the planned calendar for future updates are relevant to the current events and appropriate!
Monitor comments from customers. Reassure as best you can by thanking them for reaching out and take the conversation offline.
“We appreciate you contacting us about your concern. Please call our office at - or we will call you - so we can look into this matter.”
Email updates / email blasts. Ensure any scheduled messages are relevant to the current events and appropriate! Use the tips included here in this post to update customers via email.
If you have a customer or patient email list, sending out a brief email will give proactive reassurance that you are up to date on the coronavirus.
If you do not have an email list a CORONAVIRUS UPDATE IS NOT the first emails customers should get from your company!
Experiencing high all volume, email customers to let them know other ways they can connect with your brand.
What is the minimum information to have on my Website about COVID-19?
You can choose which of these Website best practices best meets the needs of your business.
A brief statement is often enough to reassure customers. Include your business hours and a note about your business continuity plan.
More Options to Consider //
An F.A.Q. page with common questions (like those listed below)
A brief statement about what you are doing to monitor COVID-19
List your Hours of Operation
Tell customers who to call or how to get more information
Quick Tip: Employees are your first line of communication with customers. Update your employees before the website or email is updated. Let them know about any updates weekly or daily, as things changes.
What NOT TO DO about COVID-19?
In classic Joanne Klee Marketing style, we also like to talk about what NOT to do.
Do not give medical advice. Empathize and redirect, you can show customers empathy but redirect them to the CDC, State DPH or other public resources for their needs.
Ignore Employees: Train employees: encourage employees to be aware of the outing communications, in emails, website updates or social media posts.
Don’t think employee know what you know: Update Employees Regularly! Business owners (in order to have well trained employees) need to have a way to let employees know about customer message BEFORE they go out. Are you updating the website, let employees know. Are you emailing customers? Then let employees know. Update your employees weekly or daily as things changes. They are your first line of communication with customers.
Do Not Comment on Headlines: While you have an option on the current headlines, or politics. We do not recommend publishing any comment that can remain permanent.
“What goes on the internet, stays on the internet. - Joanne Klee Marketing
By Industry //
A list of Coronavirus Communication Tips
FOR ALL INDUSTRIES.
A brief statement to reassure customers
Let customers know the best place (website, social, email) to get information.
Create a NEW WEBPAGE dedicate to COVID-19. This is ONE PLACE where all new information is updated.
Add a FAQ Section on the website allows you to keep your website clutter free, and have a dedicated place for information.Include a Button from the HOME PAGE linking to the COVID-19 WEBPAGE.
Include links on the HOME PAGE (with a button or link) to the COVID-19 page to any relevant .pdf information, handouts, FAQ, etc.Medical Offices
Medical Services, Doctors Offices, Healthcare Providers //
Include an FAQ on your current hours, and any new protocols in place.
Includes a reassurance statement
List your hours of operation or reassure normal business hours
Advise if and when Patients Should Cancel Appointments?
“There is no need to cancel any appointments, procedures or elective surgeries. We have rigorous systems in place for screening and isolating any person who presents with coronavirus symptoms, and then fully supporting their care as warranted. We want to assure you that we are taking every precaution to ensure your safety during your visit. As a part of these precautions, please limit the number of people joining you for your appointment.”
Include if you are limiting who can accompany patient to their appointment
Include any NEW RULES, and questions every visitor must answer
Let patients know the best place (website, social, email) to get information
Reassure patients about hygiene, if they are expected to wear a mask
“A nurse will advise you if you need a mask or other protective measure”.
We recommend other health leaders COVID-19 references: including RUSH HEALTH VISITOR POLICY and NORTHWESTERN MEDICINE COVID-19 web pages.
Child Care Providers and OTHER Child or Student Services //
Reassure parents and caregivers that you are aware of COVID-19 and the measure you are taking to keep your facility clean.
An educational approach if often a good measure. This includes linking to a TRUSTED WEBSITE with tips on “How to talk to kids about COVID-19.”
Have older kids
Let client know the best place (website, social, email) to get information, and reassure them that you will keep them informed.
Retail Stores, Restaurants and other Stores //
Reassure customers that you are aware of COVID-19 and the measure you are taking to keep your facility clean.
Let them know you are following the guidelines of your local public health department and the extra DEEP CLEANING STEPS you are taking to keep them safe.
Reassure clients and let them know the best place (website, social, email) to get updated information.
Offers and Specials // Creativity will get us through this crisis. We are sharing some of the Covid-19 “offers” areas businesses are doing on our facebook page.
Events, Conferences, Meetings and Venues //
Let clients know about how your event is addressing an overall PRIORITY FOR HEALTH for event staff and event attendees
Let clients know how you are monitoring NEW information. Your company or venue will be a resource for their event updates to attendees
Let customers know how their contracts are affected. Is their an update about cancellations. DO MENTION THE “Force Majeure Clause” as it DOES apply due to a city/county/state ban on public gatherings.
Let clients know about your staffing update and event employees availability
What are your virtual event plans during COVID-19. Are meetings moving to live feeds or virtual meetings and conferences.
Reassure clients and let them know the best place (website, social, email) to get information.
TEMPLATES FOR COMMUNICATING ABOUT COVID-19
These templates can be used for all communication channels. Consider a general statement - you can keep it simple. Content placement would be beneficial on your company website, an email message, or social post.
// General Covid-19 Statement Template //
Headline: We continue to monitor the coronavirus COVID-19.
BODY: “We are continuing to monitor the coronavirus (Covid-19) including updates from our [STATE] Department of Health.
Please note, moving forward we will provide regular updates on our website regarding business operations the Covid-19.
If at any point we are advised to suspend programs or close facilities, we will communicate that information through all means available, including email, our website, and social media.
Visit the website for more information or contact us with any questions. Thank you for your partnership in keeping our families and community healthy.
Name
Title
// SECTION FOR SCHOOL OR CARE PROVIDERS //
“We are following all recommendations from the Centers for Disease Control and Prevention (CDC) as the situation continues to evolve.
Children have questions - this article has some tips on How to Talk To your Child/ren about Covid-19.
As stated last week, we encourage everyone to remember the following recommendations from the Centers for Disease Control (CDC) for common sense practices during any flu season:
If you are sick, please let us know
Keep you sick child home until they are fever-free for at least 24 hours
Wash your hands often with soap and water for at least 20 seconds, especially after going to the bathroom, before eating, and after blowing your nose, coughing, or sneezing. If soap and water are not available, use an alcohol-based hand sanitizer with at least 60% alcohol
Avoid touching your eyes, nose, and mouth
Avoid close contact with people who are sick
Cover your cough or sneeze with a tissue, then throw the tissue in the trash
Clean and disinfect frequently touched objects and surfaces
If at any point we are advised to suspend programs or close facilities, we will communicate that information through all means available, including email, our website, and social media.
Visit the website for more information or contact us with any questions. Thank you for your partnership in keeping our families and community healthy.
// SECTION FOR BUSINESS CONTINUITY PLAN //
What are you product, SAAS, it, tech or online product has COVID-19 related changes?
FIRST reassure
SHARE your business continuity plan as needed
WHERE will customers get specific information
At [COMPANY NAME], we are committed to providing our partners and customers with world-class support. Given the ever-changing situation surrounding COVID-19, we wanted to alert you to some potential changes that could affect certain support channels in the coming days.
First, we want to reassure you that we have a thorough business continuity plan, which leverages our global network to ensure support will continue to be provided in the event that the availability of any location is impacted. Our business continuity plan takes many factors into consideration including
how we serve customers by location
product and customer segment
maintaining security compliance
If one or more support centers are affected, we may shift or reduce some services temporarily. Any of these changes will be posted on the [WEBSITE OR DASHBOARD]. Please log in for the latest news.
We are committed to providing you with the best support possible during this uncertain time.
// FOR EVENTS AND CONFERENCES //
“We are proud to be a part of an incredibly resilient hospitality and events industry. We are actively engaging with our many venue partners and industry associations.
We remain focused on designing solutions to help you connect with and inspire your attendees.
While there are many questions we cannot answer, what I can offer you is a clear description of what we as a company are doing to respond to the situation:
[PRIORITY FOR HEALTH] Our first focus remains the health and safety of our team members and your event attendees. We are closely monitoring this situation. We remain in close contact with our venue partners to respond to any notice of potential exposure at any event we support
[MONITORING] We continue to monitor governmental and industry organizations for current guidelines to maximize the safe use of audiovisual equipment
[CANCELATION POLICY/CONTRACTS] We respect our customers’ election to cancel scheduled meetings if it best serves your organization and employees. We also recognize when Force Majeure applies due to a city/county/state ban on public gatherings.
[POLICY ADJUSTMENTS] We are committed to doing the right thing by going beyond our contracts to allow for cancellation fees to be applied to events that rebook at the venue and take place at any time in the next ~6 months.
[STAFFING / EVENT EMPLOYEES] We understand that our team members are the key to our shared success supporting your meetings and events. Our goal is to help protect team members who are vulnerable to the sudden disruption in hours scheduled and proactively develop their technical skills to better support you in the future.
[VIRTUAL EVENT DURING COVID-19] We have expanded our virtual events team to ensure we can support more customers with the ability to connect meetings. Webinars, live feeds, and virtual meetings are highly recommended by the CDC and DPH allowing remote working and work from home (WFH) participants, regardless of their locations. If you would like to learn more about how our team could help you, reach out to our Virtual Events team at [email or website link].
There is still much we do not know about the impact COVID-19 will have on our communities and our industry. What we do know is we remain focused on delivering experiences that can continue to ‘connect and inspire’ in all of our markets and countries around the globe.
One More Time! Disclosure: Please know we are NOT ATTORNEYS. This post includes Best Business Practices advice. If you want legal advice about COVID-19 and the implications of posting ANY ADVICE about your business, contact an attorney!
Thanks for reading our "Coronavirus Communications, What to tell Customers a Mini Guide for Small Business.
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