Crisis customer service builds bridge to future

Have you gone out of your way to provide more compassionate and caring customer service during the COVID-19 crisis? If so, those efforts can become a cornerstone of customer loyalty and buying. In addition to those who already know, tell the rest of the world about it! This is a case where prior “good acts” can stoke the fires of ongoing sales and word-of-mouth kudos.

But, you gotta let everyone know first. One of the most credible and compelling ways to do that is to develop thought leadership articles, blogposts, social media content, podcasts, and even short videos to address what you did—and hopefully are still doing—to show your appreciation of and respect for those who keep you in business.

While care must be taken to avoid appearing self-congratulatory, there are a variety of ways businesses can use their customer service thought leadership messaging to pave the way to future sales. A few examples:

• We are all learning lessons from the COVID-19 crisis.
  One that has come into focus for our company is the incredible importance of treating people right ALL the time—when times are bad, when times are good, and everything in between. Here’s what customers can expect from us as we all move forward…
• Stellar customer service will sustain all of us.
  By making customer service our primary focus, we can see our customers through a new lens of empathy and compassion. This will help sustain all of us—including employees, vendors, partners and other stakeholders—since we’re all customers in one way or another. New policies being put into place include…
• If we fail to measure up, tell us!
  New customer service channels put into place because of the pandemic crisis will make it easier for you to communicate concerns, problems, and questions and get prompt, competent help. Keeping customers happy is the most important job we have. Here’s how we intend to make good on commitments to you going forward…
• Scripted lip service doesn’t cut it.
  Customers won’t hear the words, “I apologize,” “I understand how you feel,” or other scripted responses. As we are learning from recent crisis events, dealing with issues candidly and completely is the name of the game. You’ll get sincere response and offers to help from dedicated people. Here’s our pledge to you and how we intend to fulfill it…
• The joy of proactive outreach.
  We will help when called upon and we will be doing the calling as well. Where possible, we are reaching out to offer help before you ask for it—another critical lesson learned from the pandemic. You are our most treasured asset, and we are going to make sure we honor that standing in every way possible. Among the measures we’re taking are…

If this type of thought leadership sounds like an approach you would take with your customers to build loyalty, longevity and profits moving forward, stay tuned for my upcoming 5-part series for more tips and strategies. #MLCbuildingbridges

Mark Lusky | 303.621.6136

Author of A Wandering Wondering Jew… and co-author of Don’t Get Mad, Get Leverage,  Mark (aka The Happy Curmudgeon) is the owner of a Denver-based marketing communications firm.

Mark Lusky is a veteran writer, storyteller and author, with 40+ years of public relations, advertising, marketing and journalism experience.