No doubt that by now, your business has been impacted by the pandemic shutdowns and by the changes in customer behavior that came as a result. Although there is always a silver linking – for some, with few exceptions that impact is largely negative. You know that COVID-19 is a killer — both a people killer and a business killer.

You need to keep your business going. Perhaps more than ever, you need customers — customers who are continuing to buy from you. Plus you always need new customers.

Perhaps your business has always depended on referrals gained by your reputation. Word of mouth is a powerful thing. But depending on the nature of your business, consumers still need or want your services. If something disrupts your connection with your customers, they may find other ways to have their needs met. And that may mean they will be going to your competitors. Perhaps that means local competitors or maybe going online.

Although this pandemic crisis is uncommon, the disruptions it brings have some negative consequences in common with more “typical” business-customer disrupters. Any one of following can break down critical relationships with your customers:

• Loss of trust — You may have customers who have dealt with you for many years. They are loyal to you. You depend on them. You may offer what they need and you may be their preferred source. However, they will assume the worst if they even perceive conditions to be unsafe or inconvenient to deal with you. Their short term hiatus may become prolonged or even permanent.
• Communication failure— Regardless of whether it’s your fault or not, consumers need information from you. They want to know: Are you open? Do you deliver? Will I need to have physical contact? Do you have sufficient supplies of XXX? My equipment seems to be broken… How do I get it repaired? Or can someone walk me through troubleshooting steps? When can I expect to get the product I ordered? — Failure to provide answers results in customer dissatisfaction. You may legitimately not have a satisfactory statement to offer. But if you fail to communicate altogether — or even if there was a short period of being incommunicado, you stand to lose their attention completely.
• Unresponsiveness — When denied what they need, customers may become more desperate. Their unmet need for your services may be felt even more acutely by them. But if they don’t feel you are ready to offer what they need, they may go elsewhere. Conversely, they may conclude that they really don’t need what you offer anyhow. Either way, they’re not buying from you — whether just temporarily or for the long run.

So, what should I do?

Ask yourself: Are my phones being answered? Do I have adequate staff to respond to customers questions — in a timely and patient manner? If not, is there a way for customers to get answers for themselves? Is there a way for them to leave a message? 

Now, take a critical look at your website: Does it have Frequently Asked Questions? Policies, procedures? Flow charts? Decision trees? Product comparisons and product selection guides? Product features? Pricing? Testimonials or endorsements? Online ordering? Does is have information relevant to what’s going on NOW?

The golden rule — in good times and bad — is communicate, communicate, communicate. If they come to your door, it means they want something. If they look to your website, it also means they want something. Do not frustrate your customers — in good times and bad.

Be there for your customers — Every time you’re not there to see them, listen to them, or respond to them, you have another lost opportunity. What’s more, you won’t even realize what you lost. Maybe you were closed last Friday due to a shortage of supplies and you neglected to advise them of the circumstances. Don’t make your customers guess, assume, or surmise. In the absence of communication, customers fill in the blank with their imaginations. The result may be rumors about you going out of business. Or that customers with unfulfilled orders are out of luck. Customers are well-meaning but their minds can easily go to the worst case scenario.

Put yourself in their shoes. Anticipate their needs. And respond on their terms. Certainly, you have your needs and problems. Customers understand that and will work with you if they feel you are still prepared to address their needs.

Look at it this way… The pandemic can actually be an opportunity for you to prove your worth and to be your customer’s hero willing to respond in a positive way to their needs despite the many obstacles in your path. Just as customers will spread the word about a bad experience, they will also spread the word about a business overcoming hardships to deliver unexpected stand-out customer service. Their loyalty will outlast the pandemic they will strongly recommend you to friends if you play your cards right.

A good website can be instrumental. It’s not the solution to all the issues you face. And it may not be your top priority during this crisis. However, it does offer a chance to tell your story. Tell your customers how you are responding. Make it clear with examples. Circumstances during the crisis will change frequently. It can happen quickly and unexpectedly. A good website will be one that is easily and quickly updated. And it will be designed in a way that makes it easy for customers to spot the relevant timely information quickly and easily. They won’t have to hunt for need-to-know content.

As you consider these recommendations, you may realize that they should apply to all businesses — and at any time — good times or bad. Quality communication with customers — centered around their needs and concerns is always key to business success. Your efforts to communicate effectively is an investment that will pay you back with dividends!