What communication strategies can you use to keep your clients informed in a crisis?

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A crisis can strike at any time, disrupting your business and affecting your clients. Whether it's a natural disaster, a pandemic, a cyberattack, or a regulatory change, you need to communicate effectively with your clients to reassure them, update them, and offer them solutions. In this article, we'll share some communication strategies that can help you keep your clients informed and loyal in a crisis.

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1 Know your audience

The first step in any communication strategy is to understand your audience and their needs. Different types of clients may have different expectations, preferences, and concerns during a crisis. For example, some clients may want frequent updates and detailed information, while others may prefer a brief summary and a clear call to action. Some clients may be more comfortable with email, phone, or video calls, while others may prefer social media, chat, or text messages. To know your audience, you need to segment your clients based on factors such as their risk profile, their policy type, their communication channel, and their feedback. This will help you tailor your messages and delivery methods to suit each segment.

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Elias Kassaye

|MBCS |CoBIT| PRINCE2| |ITIL|PMI|BRMP| GRCP|Services|Projects|Governance|Risk Management|Compliance|Training|Consultancy|Data|Strategy Execution|Planning|
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It is essential to have dedicated crisis communication channels(selected email, SMS, social media, radio, etc.). This has to be communicated to clients regularly. Communication is two-way. Be proactive in asking your clients what medium of communication with an alternative they prefer to be communicated related to service outage/crisis. To effectively communicate, the client should be consulted for communication preferences. Communicate with clients based on their primary/secondary preferences and the dedicated single-point channel (most likely the service desk). The Crisis management strategy, business continuity, and execution plans must include this. Not only crisis but also resolution should be communicated back to clients.

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2 Be proactive and transparent

One of the worst things you can do in a crisis is to stay silent or avoid communication. This can damage your reputation, erode your trust, and lose your clients. Instead, you should be proactive and transparent in your communication. This means that you should initiate contact with your clients as soon as possible, inform them of the situation and its impact, and explain what you are doing to address it. You should also be honest and realistic about the challenges and uncertainties, and avoid making false promises or misleading claims. By being proactive and transparent, you can show your clients that you care, that you are in control, and that you are working in their best interest.

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3 Provide value and solutions

Another key communication strategy in a crisis is to provide value and solutions to your clients. This means that you should not only inform them of the problem, but also offer them guidance, advice, and options to cope with it. For example, you can provide them with tips on how to reduce their risk exposure, how to file a claim, how to access online services, or how to adjust their policy. You can also offer them incentives, discounts, or flexible payment plans to ease their financial burden. By providing value and solutions, you can demonstrate your expertise, your empathy, and your commitment to your clients.

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4 Listen and respond

Communication is a two-way process, and it is important to listen and respond to your clients during a crisis. This means that you should invite feedback, questions, and comments from your clients, and acknowledge and address them promptly and politely. You should also monitor and engage with your clients on social media, where they may express their opinions, concerns, or complaints. Listening and responding to your clients can help you understand their needs, expectations, and satisfaction, as well as identify and resolve any issues or misunderstandings. It can also help you build rapport, trust, and loyalty with your clients.

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5 Be consistent and coherent

The final communication strategy in a crisis is to be consistent and coherent in your messages and actions. This means that you should align your communication with your brand values, your mission, and your goals, and ensure that they are consistent across all channels and platforms. You should also use a clear and consistent tone, style, and language, and avoid jargon, acronyms, or technical terms that may confuse your clients. Moreover, you should back up your words with actions, and follow through on your promises, commitments, and expectations. By being consistent and coherent, you can reinforce your credibility, your professionalism, and your reliability.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What communication strategies can you use to keep your clients informed in a crisis?

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1 Know your audience

2 Be proactive and transparent

3 Provide value and solutions

4 Listen and respond

5 Be consistent and coherent

6 Here’s what else to consider

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