On 15 March 2020, South Africa declared a national state of disaster due to Covid-19. Every business now needs to communicate clearly with its customers about how this affects operations. Here are five things you need to do.
- Create a communication plan. Decide what you need to say, when you will say it, and which channels you will use to say it.
- Acknowledge the situation. Do not pretend things are normal. Tell your customers what steps your business is taking in response.
- Inform customers of any changes. If your hours, services, or processes are changing, say so plainly and explain how it affects them.
- Reassure your customers. People need to know they can count on you. Be direct, be calm, and be honest about what you can and cannot guarantee.
- Use every channel available. Email, SMS, WhatsApp, push notifications, reach your customers wherever they are, not just your primary channel.
Extra tip: Assign one person or a small team to own your Covid-19 communications. This keeps messaging consistent and ensures the topic gets the attention it deserves.
At TouchBasePro, we recognise how serious the current situation is for South African businesses and their customers. To help, we are offering companies the ability to send their Covid-19 communications to their customer database free of charge, this applies even if you are not a current TouchBasePro customer. Get in touch with us to find out more about this offer.
Frequently asked questions
- What should businesses communicate to customers during a crisis?
- Businesses should acknowledge the situation, explain how it affects their operations, outline the measures they are taking, and reassure customers that they can rely on the business. Using multiple communication channels ensures the message reaches the widest possible audience.
- Which communication channels should I use to reach customers during a crisis?
- Use all available platforms — email, SMS, WhatsApp, and push notifications — to maximise reach. Different customers prefer different channels, so a multi-channel approach ensures no one is left uninformed.
- How should I organise my crisis communications internally?
- Appoint a dedicated individual or team to champion crisis communications. This ensures consistent messaging, appropriate urgency, and that customer communications receive the focus they deserve during a critical period.