30 ways to connect with and keep customers during lockdown.
Show your customers some love during lockdown
Everyone wants to feel loved, connected, reassured and a member of a more caring, kind and understanding society during the coronavirus crisis.
And as businesses, we all need to stay connected with our customers and clients during this outbreak – both to show we care and to keep a loyal base of customers to sell to after the lockdown.
Customers ARE on your side. More than any time in the past we are all in this together. Your customers want and need you to succeed, so that the economy recovers and they can enjoy your products and services again – just as much as you want them to stay safe and return to jobs, security and prosperity.
Seeking new customers and clients after lockdown could cost you up to 10 times more than just keeping your existing ones throughout the crisis. Existing customers are valuable and deserve to feel valued.
Here are 30 ways to connect with and keep customers during lockdown:
(In no particular order)
1. Keep in touch.
Loyal customers want reassurance that their favourite products and services will still be there after lockdown – both because they don’t want to lose you and because they want to feel some continuity and normality in their lives.
Make it clear on your website and in newsletters that you value them and that you’re doing everything you can to remain there for them. (Don’t hibernate like so many others have done in this crisis, let your customers know you are very much in this fight with them).
2. Show you care about the same things that your customers do and NOT just about profit.
We are becoming a more caring society because of this crisis – thousands of people banging pots and applauding the NHS every Thursday is testament to that. But if you’re not out there clapping, customers WILL notice you’re missing.
Show you really care about the NHS, key workers, safety, those we’ve lost, family, kindness and the future in what you say and do. Directly support the NHS and other key workers with products, services, special opening times, discounts, donations, wellbeing gifts and more, if you can.
3. Support and retell the stories of everyday heroes.
Heroes do what they do because they believe in making a difference – selflessly and without the need for recognition. We can’t all be heroes, but we can retell their stories and support their causes in ways that inspire others to step up.
Support heroes on your website, in your newsletters and in whatever small practical ways you can afford.
4. Share things to do at home during lockdown.
We’re all in the same boat (or dressing gowns!) and are becoming increasingly challenged trying to find new things to do at home to alleviate the boredom.
An online retailer I used once (and so on their mailing list) sends me a weekly newsletter with things to do at home during lockdown. A few of those activities use products they sell but many don’t. I’m savvy and I know their newsletter is promotional BUT even so, I’ll use them more in the future because they’ve bothered to send out something that shows solidarity and is fun, informative and useful (which nobody else in their sector has).
Share ideas of things that your customers can do at home (both with and without using your products and services).
5. Ask your customers how you can help them.
Nothing shows you care more than simply asking your customers how they are and what you can do to help them (within the context of your business and reason).
If you are a small business, you might do this directly with a simple call or email. Larger businesses can approach their customers with an online help-centre and live-chat and new FAQs specifically created for the crisis.
6. Show your customers patience and understanding.
Customers are far more likely to stick with you and use you more in the future (out of a sense of duty and to reward your forbearance), if they feel you’ve understood their circumstances during the crisis and have done your best to help.
Think about offering customers in arrears a deferment or affordable payment plan; offer extended warranties and return periods for customers that can’t get to you or the post office; review payment terms with other businesses you supply or barter with them; provide goods and services in new ways so that customers who need them can still access them (e.g. for a deposit against a repayment plan; with credit, on loan; through a lease; by hire or hire-purchase; or by barter; etc.).
7. Offer new ways to access your products or services.
Loyal customers may still want your products and services but not know how to get them. (They may even assume you’ve stopped trading during the crisis – even if you haven’t and can already offer them delivery or remote services).
Provide ways to access your offering during lockdown AND TELL CUSTOMERS ABOUT THEM (even if they already exist).
Be innovative – e.g. some restaurants have created ‘recipe-kits’ (recipe card and ingredients in a box) of their most popular dishes for people to order online and ‘dine-out at home’. This not only keeps those restaurants in the consciousness of customers, it also supports their suppliers.
8. Provide a free product or service during lockdown.
Customers are likely to appreciate free products or services of any value (and the distraction they provide) even more during lockdown. And they will remember you.
Service businesses might offer a free webinar, phone-consultation, tutorial, instructional video or book online; FMCG and local grocery companies could send out free samples; beauty companies could deliver tester selections and home-grooming samples; online media organisations could offer extended free trials, movies or music; online retailers might offer free gifts and upgraded delivery; promoters could organise a free online event; etc.
9. Share tips and activities for better health, mental health, wellbeing and exercise.
Lockdown is tough on both body and soul. We are all worried about loved ones, the future and our own physical and mental health to some degree during these unsettling times.
Share (qualified) health and wellbeing tips and activities from your own experiences and by re-sharing websites and articles from experts in the field. Even better, if your products or services are in the health sector (e.g. you sell fitness equipment or aids to wellbeing or you are a personal trainer or mental-health expert), give customers tips how to get the most out of them whilst at home.
10. Do more of the little things that mean a lot.
It only takes a second to show you care by ‘liking’ a customer’s post on Facebook; responding to a Tweet; reacting positively to a review; thanking a customer; recommending a client or supplier to another business; or by resharing an article or website on LinkedIn and other social media (HINT 😊 – social media buttons at the bottom of this page!).
11. Share your story.
We’re all in this together.
Share your stories (of the journey your business is going through; of your staff; of your other customers; and even of your own family) so that your customers, suppliers and fellow businesses know they’re not alone and that you stand in solidarity with them because of your own experiences. Show that you want customers to ‘fight in your corner’, as you are fighting in theirs.
12. Be honest about the situation now and the future.
We all know how bad the situation is and suspect life may be different in the ‘new-normal’ following lockdown.
Be straight with your customers – BUT ALSO BE POSITIVE by demonstrating the proactive ways you are meeting the current challenges head on; discussing what you are taking ‘on the chin’ to make it through: and setting out your plans to wrestle with the future on your customers’ behalf.
Positively reinforce the message that everything we’re going through now is to protect our future – not to lose it – so things will eventually be better on the other side.
13. Arrange alternative provision for those you can’t serve at the moment.
Some products and services are essential for the health and wellbeing of certain customers. It may be that their usual supplier has suspended trading or doesn’t have the staff or capacity to cope with demand at this time.
Work with other suppliers in a spirit of solidarity to offer alternative provision to customers that you or they can’t presently serve.
Customers will appreciate you haven’t abandoned them and what you’ve done to deliver what they need – especially if that meant cooperating with competitors. (And keep in touch, so you remain key in delivering customer service to them).
14. Tell customers how you are preparing to keep them safe after lockdown.
Some people are anxious about visiting the shops, bars and restaurants they love ever again. Fear of the virus and an entrenched anxiety about contact with others means they’re worried that they won’t be safe when establishments reopen after lockdown.
Don’t lose those customers. Plan how you will protect your customers when you open and tell them what you are preparing to keep them safe. (But be careful not to scare off other customers who hope things might return to near ‘normal’).
E.g. by reinforcing hygiene; new protocols for surface and deep cleaning; wiping baskets or trolleys between use; rearranging layouts to allow for social-distancing in and outside your premises; scheduling sittings/access to limit numbers; managing volumes and queues; managing distance in waiting and collection areas; managing drive-through and carpark collection hygiene/contact; adapting service methods and contact from staff; enhancing staff training; adapting packaging; adapting click-and-collect procedures; reducing customers touching self-service items; new policies in changing rooms; sanitising returns; managing stock hygiene and deliveries; enforcing strict hygiene procedures for delivery drivers and for delivery vehicles, depots and equipment; and sympathetically enforcing any contact tracing apps or policies dictated by the government; etc.
15. Show customers you are working hard to make your product or service even better.
Customers might be worried that product quality, availability and customer service will all suffer when businesses open after this prolonged interruption.
Use the time you have now to review and improve your procedures, training and operations manuals. That way you can better ensure your business, products and services are more robust, quality will be maintained and that you have planned for possible changes in the business environment, practices, suppliers and availability after lockdown. (We can do all of this for you remotely and at reduced rates during lockdown - get in touch).
16. Do something for your customers’ community.
Customers will engage more with your business if they see you are helping people closer to their home, who they might know or have a particular affinity with.
Consider initiatives to help in the ‘front line’ in your immediate area and in the areas your customers live – e.g. by leading your staff in volunteering in the community; by providing donations of time, products or services to the most disadvantaged; by supporting a local initiative that intends to provide opportunities after lockdown; etc.
17. Engage with charities that are important to your customers.
Many charities are suffering in a time when their services might be needed most. Some of your customers may have benefited from those charities in the past or need their support today.
Consider how you might work with and promote the charities closest to the hearts of your target market from your business, on your packaging and online. Think about donating a percentage of your sales and asking your customers to donate when purchasing online (e.g. by suggesting they round-up your price at checkout as a donation, as PayPal, McDonalds and others do).
18. Share activities and learning experiences for children being home schooled.
It can be difficult to home-school children, particularly for those of us who’ve long since consigned trigonometry to the recycle-bin! Parents also want to keep their children entertained and active at home. If you can help, those parents will remember you.
Obviously, if your business is in education, you can help. Apart from your usual products or (now online) tutorials, think how you can support parents with ‘teach-the-teacher’ tutorials, support forums, tips, study materials and programmes (much of which you could offer for free online).
But even if your business isn’t in education you can still do something innovative. Think of interesting facts, media content, quizzes, games, virtual tours and activities that you can package (online or even in boxes you send out) for children to learn about your industry; how your business works; how your products are made; where your suppliers come from and what it’s like there; how to make something with your products (or even empty packaging); the people or environment you support; how to practice literacy or numeracy; etc. Or directly support and tie-in with educational organisations that are already helping with home-schooling.
19. Offer products and services that are helpful and relevant during lockdown.
People are looking for things they can do at home and ways to entertain themselves and their children (as above).
As far as possible, concentrate your marketing on products and services that are relevant during lockdown (in tandem with balanced promotion of the things you want customers to aspire to and buy from you once lockdown is over).
E.g. I’ve received newsletters this week from two different outdoor-sports retailers who sell the same products. One suggested five activities to do at home using their fitness and garden sports products – great! The other promoted its range of water sports and hiking gear (which nobody can use at the moment) – huh?
But also be sensitive and careful not to be seen as ‘profiteering’. I got a marketing email from a well-known national printing company this week offering face-masks they can print with customised designs and logos. I felt that was in very poor taste both because the NHS and carers are currently short of face-masks and because it’s just crass to think anyone would want to effectively sponsor people’s fear and suffering with their logo on a mask. I won’t be using that printing company again.
20. Provide a discount or promotion for customers to use when lockdown is over.
Give customers another reason to return to your business after lockdown by surprising them with vouchers, a discount or other innovative promotion that they can look forward to using when you are able to open your doors again.
21. Reward loyal customers even more.
Let your most loyal customers know how much you value their continued custom by offering them special additional rewards to use now (if you are currently trading) and when lockdown is over.
E.g. offer additional points and rewards to top members of loyalty programmes/cards; offer personalised promotions for your best customers to use when you open; offer an upgrade; send a thank-you card or small gift; etc.
22. Give customers reasons to look forward to the future after lockdown.
People might worry they’ll never be able to experience the same good times, activities, products or services again, even after lockdown.
But most of what they enjoy WILL come back relatively soon – albeit in slightly different ways until a vaccine is found
Reassure your customers that you are working on bringing back what they love in ways that are safe and they can still enjoy as soon as restrictions ease. Inspire them to look forward to the future by promoting the products and services that they will get access to again soonest.
23. Help or advise other businesses.
Customers value solidarity in these challenging times. They will appreciate anything you can do to help other businesses survive the crisis, especially if they use or work for those you support.
Give free advice to other businesses (as we are doing here); share what’s working for you; recommend and refer others to your connections; support new start-ups with products and services at preferential rates; participate in the initiatives of others; collaborate with other suppliers to ensure your customers and theirs get uninterrupted supply; share the stories and successes of others; and demonstrate solidarity with all other businesses (including your competition).
24. Create new ways for customers to be heard.
People might feel that the world is changing in ways that they have no control over or voice in.
So, create ways for your customers (and everyone else) to have that voice, share their opinions and experiences, feedback what they need from you and to connect with others in the same situation.
These might include launching new information hubs on your website; providing new channels for customers to communicate with you and with each other; developing websites or apps for people in a certain group to connect and support each other; helping existing forums and charities to handle increased demands and traffic; etc.
25. Launch a survey or other feedback activity.
You need feedback to understand what customers need and what they want you to do better during the crisis – and they are far more likely to respond to surveys and other requests for information (online) now because it’s another distraction from the boredom of lockdown.
Develop interesting, relevant and interactive online surveys, mini-surveys and other feedback activities then ask your customers to take part. Consider rewarding participants with a promotion, prize-draw or gift that’s also relevant during lockdown.
26. Let customers know how you are caring for your employees.
Your customers may be furloughed or out of work themselves and they will certainly know of others amongst their family and friends who are.
They will respect your business more if they see you are doing your best to look after your staff, keep as many as you can and protect those still working.
So, share what you are doing for your team.
27. Let customers know how you are supporting your franchisees.
And, in the same way as above, customers will appreciate the efforts you are making to look after any franchisees you have and to help keep those valuable local businesses afloat.
28. If you are recruiting, tell your customers.
Those who’ve lost their jobs or have been furloughed might fear that no one will be recruiting now or anytime soon.
If you are recruiting (as many businesses still are), don’t just advertise the position but tell your customers that you are. It’s a good news story that gives people hope, reinforces the durability of your business and shows you’re helping them and the economy.
29. Continually engage with your staff – even if they’re furloughed.
Word will get around if staff think you’ve abandoned them during the crisis because you haven’t kept in touch or put a plan in place for what happens next. Don’t assume they’re okay at home just because they’re still being paid or have an income whilst furloughed.
I overheard a conversation in a social-distancing queue this week where an employee was complaining that her boss hadn’t bothered to call once to see if she was okay or share what the future might hold – retorts of ‘disgusting!’ and ‘what company was that?’ echoed the whole way down the line.
So, stay connected with your staff, keep them talking with each other, let them know you’re still working hard to keep their jobs open and share as much information as is appropriate. (And tell customers what you’re doing too).
30. Provide entertainment.
There must be some lightness and fun to be had amidst the gloom of the current situation – and customers will value a distraction.
Light up the lives of your customers by providing some (appropriate and well measured) entertainment, which might include organising (or sponsoring) an online entertainment or social event; posting some bloopers from failed attempts at video-conferencing; documenting fun activities enjoyed by your staff in the community or at home; retelling feelgood stories; hosting games and quizzes online; creating a homebased activity or challenge on YouTube; etc.
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It needn’t take much effort to keep in touch with your customers. Stay connected because they need to feel you care and believe that you are ‘in this’ with them. And if you do, they are far more likely to remain loyal to you after lockdown.
But if you are silent, your customers may not be there for you on the other side and might switch to competitors that stayed in touch throughout the crisis. Even worse, they might think you’ve stopped trading altogether.
So, show customers some love today!
Manual Writers cares about our clients during lockdown.
That’s why we’ve created remote services at reduced rates to help you write and improve operations manuals, training and franchise systems during lockdown. Get in touch to see how we can help your business and keep your team utilised from home.
You may also be interested in our article “Are all your ducks lined up? Prepare your business to succeed after coronavirus lockdown”.
