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How to communicate with customers in times of crisis

How to communicate with customers in times of crisis

How to communicate with customers in times of crisis

Everyone is living an unprecedented period. As in any crisis, each company passes a phase of astonishment, and the essential question that arises here is how to communicate acutely with the customers? 

However, during a crisis, there is no such thing as “ideal” communication because the goal is not to attract new subscribers or to successfully sell a product. Everyone now expects companies to be actors and have a driving role to participate in society. Thus, the first step is to stay connected with your customers to understand what they are looking for and what they need. “Good communication is that which will effectively convince your targets, your employees, your clients, and your investors,” says Florian Silnicki, founder of LaFrenchCom, a communications agency specializing in crisis management. Communication with the customer is a necessity, and companies need to stay in touch and pass on important information, thus maintaining an ongoing relationship with the customer.

To make it easier for you, here are some tips that will help you to communicate effectively in times of crisis.

Don't break the crystal of trust 

In times of crisis, whatever it may be, people tend to be even more fearful. Do you know how exactly you can end this fear from your customers’ mind? By being confident that you can pass this crisis and by showing that you are committed to doing your best to change the scenario. Make sure you always keep your employees and customers' trust in you and your business intact. Offer quality support to your customers. With words and, especially, with assertive actions, you can make them feel right at their side. Your sales will also benefit, as no one buys from a company they don't trust. Therefore, strive to transmit security in all your points of contact with the customer. 

Demonstrate, through communication, that your business is aware of everything that has happened and that it is prepared to deal with the difficulties of the moment without having an impact on the quality of the products or services you offer. 

Inform, educate and guide your customers

Good relationships with customers are essential in times of crisis. Thus, always keep them well informed about everything, demonstrate control of the situation. In addition to communicating the bad news and the problems to be faced, suggest alternatives to better reverse the crisis situations. Educate your customers to take action according to their needs. Never, leave your customers unattended or without feedback under any circumstances. When there are problems like the crisis, keeping your client well informed and up to date is essential.

Opt for segmented communications

The crisis is likely affecting your customers in different ways, and not all require the same details. If you have some specific information about shortages, closures, or staffing that only affects repeat customers, avoid sending it to everyone on your list and instead choose only those directly affected by the ad. Not only will this limit the number of emails the customer receives, but it will also prevent them from sharing negative news more than necessary.

Do not focus on selling

While communicating in times of crisis, take time to rethink your message and try to stay as close as possible to the news and the state of mind of the populations targeted. During these anxiety-provoking hours, faced with the boredom of all those who have cut off from their regular habits of life, work, social and family relationships, it is welcoming for people to virtually escape the four walls of their confinement. Gaining the right perceptions of your brand or your services requires positive communication, generating hope, and reassuring images with the customers. Show empathy while communicating and try not to focus on selling.


During crises, companies cannot remain immobile, that is when they must be present the most and generate effective communication with their consumers. So, in this way, once the crisis gets over, there will be a closer relationship between the brand and the customer.

Besides, one thing that is essential to remember is we have faced crises like this in the past and will face them in the future too. But, the companies need to stay strong and continue to offer excellent value to their customers.