When a crisis hits, they are mobilized and ready to forge ahead.
Why?
Because they typically take a human-first approach to their relationships regardless of the situation. They have empathy. They are solution-oriented. They are creative and take action to get things done to help their customers. That’s what makes them great in their role.
Human Connection in Business
It's clear, the best business strategy is taking a human-first approach.
Being well equipped to operate during unforeseen business and/or world crisis events, proves to customers that we are committed to them and their experiences.
There’s a saying and I’m paraphrasing, but it’s something to the extent of, “You know who you can trust when you’re in a fox hole with someone and you both come out alive.”
The idea is that when the going gets tough who is there to help support you through it to brighter days? That’s what your customers are asking.
So when times of crisis arise, customer marketers and related professionals can help themselves best by helping their customers in very human ways.
How to Respond in a Crisis
Here are some ideas:
- Remember to reach out and empathize with your customers.
- Make things as frictionless for customers as possible. Figure out how to remove barriers for your customers. It matters less the size of the gesture and more that you’re trying to make their lives a little bit easier.
- Be helpful. Find ways that you can help your customers as they navigate through tough times.
- As much as possible, provide useful information, transparency, and solutions that can benefit your customers.
- Use discretion when making sales pitches and remember to put the customer's experience first.
What does this look like in practice?
Do you have an online customer program and/or customer community with discussion boards? This is your immediate, and near real-time, line of communication with your customers. Ensure communication channels are open and available to customers.
Continue to check in, continue to share ideas about business continuity. You’re building trust with your customers. You’re proving to them that they can rely on you no matter the circumstances.
When you listen to your customers, you will earn their loyalty — they will not only want to stick with you, but will also want to advocate for you in the long term.
---
Nick Venturella is award-winning customer marketing and advocacy professional in the B2B SaaS industry.
