Three steps to supporting your customers through financial difficulty

We were recently joined by a panel of Energy and Utilities industry leaders for an online discussion focused on different methods for communicating with customers, specifically during difficult economic times. The full discussion ‘Helping Customers Through Financial Difficulty’ can be viewed here.

We’ve recapped three steps explored in the webinar that your business can take to support customers effectively and sensitively during these unprecedented times.

1.Empower your customers

What powers does your business have at its disposal to help your customers financially? There are probably changes you could make to myriad areas of your business, from customer service to sales and marketing. 

As highlighted during the discussion, it’s important to remember to carefully frame your attitude around vulnerable customer groups. It’s also critical to remember that customers in distress deserve treating well during these unprecedented times. 

It was also noted that in order for you to look after their mental health, the messaging must be appropriate, and where possible, now is the perfect time to start using data intelligently to pre-empt targeted messaging and create a better customer experience.

Here are a few suggestions that were addressed: 

• Remind customers when their free trial expires and remove sanctions for ending a subscription early
• Allow generous payment plans to improve your customers’ cash flow
• Adapt your pricing strategy to be more appropriate to the climate
• Change your customer support hours to reflect the demand 
• Benefit your local community or market sector with a relief fund. 

You could also think about sending a feedback survey before you make changes to make sure they’re the best ones for your customers. 

2. Communicate clearly with your customers

A key point raised in the online discussion, was the importance of unifying your communications across the customer journey and ensuring there’s a 360 view on your customers by intelligently using data - customers are happier and will feel that they are getting your energy on their terms. Now more than ever, it’s really important to be clear and honest with your customers. Work to brief your team, and work with your marketing team to develop a great communication plan for your customers.

Other areas to consider included: 

• Adding a section for pandemic support in your Help Centre
• Updating internal guidance for your sales team
• Empowering your team to make more decisions autonomously
• Using data to get a holistic view of your customers

3. Recognise there’s no one size fits all

As highlighted during the discussion, individual customer situations are changing on a daily basis. 

The impact of the pandemic on your customers is difficult to predict. While some people are struggling to pay for essentials, some are grappling with the ill health or even tragic loss of loved ones, and others are exhausted, working full time from home whilst also looking after children and vulnerable members of their family. 

Everyone is faced with different challenges to overcome, so emotions will be high. Your job is to empathise before you strategise - put the customers’ needs first. Try not to let policies and processes get in the way of solving your customer’s problem. 

Your established rules and procedures will likely not have considered the sudden influx of varied complex needs, so it’s important to allow a degree of flexibility wherever you can.

You can watch the panel discussion in full here.