Regardless of what region or industry your business is in, COVID-19, also known as the coronavirus, has undoubtedly affected your business and consumers. As a small business owner, it is important to understand how your customers are being impacted and how to best communicate with them during this unprecedented time. Here are some of our recommendations on what communication strategies can help your business reach consumers, and what communications you should avoid altogether during the COVID-19 crisis.

How to communicate with customers during the Coronavirus

Communicating with customers during the coronavirus outbreak is a process that must be handled with care considering the delicate nature of the current business environment and market sentiment. The virus has impacted many businesses and consumers, and needs to be addressed as adequately, thoughtfully and timely as possible. 

Small businesses should reach out to their key constituents as early as possible, with frequent communication thereafter. This should be done even if they do not understand the extent of the problem fully, to maintain honesty, trust and business credibility. 

The best tactic is to use clear, compassionate and timely messages to communicate with all stakeholders. Your first step should be to create a coronavirus crisis team to meet and give updates to your key constituencies, such as your customers. Make sure you utilise the correct channels to address your audience, and keep the communications words and terms as simple as possible. 

How often should you communicate 

The important thing to note is to not overdo it. Communicating effectively is about understanding the preferred frequency and communication type of your customer. Keep in mind that many inboxes are currently flooded with messages about COVID-19, so be strategic, thoughtful and fluid with your brand’s messaging. 

Your frequency will depend on your business. Communicate major announcements and business changes that will directly affect your consumers, but leave out unnecessary information that is irrelevant to them.

B2B businesses operating as usual from home do not require the formalised, mass communication regularly. You have likely previously communicated reduced hours, then closing down and so forth for how your customers can help you. 

If you have no announcements to make and are keeping communication consistent with regular scheduling, your messaging should become more informational and supportive. If your goal is to regularly check-in with customers, consider leveraging social media channels for interim communication. 

Which platforms should you use to communicate with your customers? 

Given the current orders from President Ramaphosa, your primary form of communication is likely to be online. Depending on what platforms you already use and the information you are looking to convey, your platforms of communication can vary. Face-to-face communication and other virtual services will require video conferencing platforms.

• Regular or frequent communications: Your customer base is likely still using the same platforms they used before the outbreak (e.g., social media, email, mobile, blog or website), these will be the best platforms to reach them. For regular updates and consistent communication, utilize your social media accounts instead of interruptive platforms like promotional emails and mobile push notifications. 

  
  

• Formal or urgent communications: If time and money permits, create a temporary web page, web banner or blog to announce formal actions your business will be taking. Email and text is a great form of communication but only to be used if it is urgent. 

  
  

• Tracking customer communications: To ensure that your business is consistent and on brand, it is important to track your communications. Email marketing services like Mailchimp are great for mass communication to track clicks, opens and unsubscribes. Businesses can also use VOIP (Voice Over Internet Protocol) to continue answering their phones and making outgoing calls. 

What should you say to your customers? 

Your customers are likely being flooded with news about the coronavirus, they are likely growing numb to excessive emails and irrelevant posts. Only send to-the-point messaging that is relevant to them, and be as transparent and clear as possible. 

Businesses can communicate with their customers through the following interactions: 

• Show concern and be empathetic.
  

• Share a statement of commitment from the organization. (such as what your business is doing to maintain continuity while protecting employees and customers.)
  

• Share steps the business is taking to focus on customers' needs.
  

• Help customers when possible. (such as waiving cancellation fees or other payments if possible)
  

• Share the time and date of your next scheduled update. 

  
  

Small business owners to think about the specific topics that your audience is concerned with right now, such as health, safety or working remotely. If you have temporarily closed your business, then communicate to your customers by telling them what they can do to support you during this time, such as rescheduling appointments, writing positive reviews, purchasing products online, engaging positively on social media and sharing product information. 

What should you avoid saying to your customers? 

You don't want to provide irrelevant business details to your customers, and you don't want to be overly promotional or salesy during this time. You can advertise online shopping, services and products, as long as the messaging angle is helpful and promoted delicately. 

Businesses should avoid the following communication:  

• Stating personal opinions or political beliefs

• Sharing information from unreliable sources 

• Spreading scare stories

• Speaking about the coronavirus too much (especially if it's irrelevant to your products/services)

• Create false promises 

  
  

Under no circumstance should you share medical information about your employees, as it could result in legal violations. 

Crises such as Covid-19 can be defining moments for a business's reputation and often strike when a company seems least prepared. Businesses are often judged not on the good work that they do, but how they deal with things when they go wrong. It is vital to maintain open, honest communication with your stakeholders, particularly your customers, to weather the next few weeks of uncertainty and how you will be preparing for all circumstances.