If there’s one lesson from the COVID-19 pandemic, it should be that it’s okay to let your human show.
The last few months have changed just about every aspect of the company-consumer relationship. Businesses of every size are feeling the economic pressures of the moment, but for smaller companies, the potential disruption — and the unknown certainty ahead — is worrisome.
The world is emerging into a “Future Normal,” and while some elements will mirror the old normal, in many ways, the world will never return to how it was. Here are a few ways businesses — and especially smaller and home-based organizations — can navigate the current landscape.
Make connecting easier
Even before the COVID-19 pandemic, audiences wanted companies to respect their attention, but even now with “found time” we need to appreciate attention that is received. But how can you deliver a personal touch while social distancing?
In the wake of the pandemic, people are engaging with companies differently than they did previously. More than ever, people are open to clever, unique ways to connect both online and offline and that not only provide value, but also respect time.
One idea is to curate a kit that personifies your brand experience and also provides value. For example, for someone who is a parent and struggling to keep the kids occupied, send a summer fun bucket.
While considering a personalized gesture, remember to weigh whether it serves you or the person receiving it. If it benefits them, consider running with it. If not, skip it.
Words matter
One of my close connections, Priscilla McKinney, president of Little Bird Marketing, often highlights the need to change how we communicate.
“As leaders, we might not need to do much more than simply change our language, so people truly understand what we want from them in terms of how the interface with the human customer,” she told me.
“I don’t use the word empower so much as activate. That is because I think people have the power within themselves to be human, and that doesn’t come from the employer,” McKinney said. “I say activate because we explicitly communicate to employees that their job isn’t to sell, but to help.”
Organizations, she notes, must switch from “Always be Closing” (ABC) to “Always be Helping” (ABH).
“This applies to customer service and sales, both of which happen at brick and mortar or online,” McKinney added. “Don’t be closing the ticket, be helping the customer. Don’t sell a product, help a customer solve a problem. Don’t broadcast a marketing message, add value to someone’s decision process.”
Don’t discount the value of video
Working from home is a challenge for many organizations, making it hard to foster the personal connection that is the cornerstone of business.
Think about how often — and without a second thought — you grabbed a cup of coffee with a colleague before the pandemic. Now, even as restrictions start to lift, many people remain worried about leaving the comfort and safety of their homes.
“Don’t discount the value to video as a relationship builder. Revisit your process from the first contact through follow up after a purchase,” said Jane Gentry, CEO of Fusion Event Staffing. “Think strategically about what needs to adapt for an online experience. You can’t just replicate what you were doing live in an online environment, such as how you plan to present sales assets and presentations.
“As an owner, give some thought to who in your organization should represent you virtually,” Gentry added. “Not everyone is engaging virtually, and this engagement reflects your brand and your customer experience. Leverage technology to record online engagements for regular coaching. This is the new ride-a-long.”
Enjoy the power to time-shift
The idea of time has also taken on a new meaning in an era of quarantine and social distancing. More people no longer limit their work to 9-to-5. Instead, they may be working at varying intervals throughout the day as they balance their work and personal commitments.
The opportunity to create on-demand resources or assistance for customer success versus “office hours” or timebound meetings gives customers flexibility in how they consume your content.
Think of it as on-demand video streaming for the business world. However, be sure to watch out for video conferencing fatigue; it’s real.
While each of these tenants can likely be applied to your business, if you are unsure, just ask! No team has all the answers — and in the current state of flux, no one expects you to know everything because there is no playbook for what we are experiencing now.
It’s okay to ask customers directly what they need. However, if you ask for feedback, be sure to act on what you learn.
No one wants to be asked and just have their comments go into a black hole. Share it within your organization — don’t horde it.
After all, what did we learn in school? Sharing is, indeed, caring.
