The long-awaited news for many customer-facing businesses has arrived.
You’re re-opening!
…now what?
In addition to addressing important safety concerns, appropriately communicating your re-opening strategy is an important stop on your journey toward getting people back through your doors.
Looking beyond what has become the standard boilerplate of: In these uncertain times… or Now, more than ever… we urge you to spend some time thoughtfully crafting what you’ll be saying to instill confidence and welcome your customers back into your business.
We put together some important considerations for you as you craft your post COVID-19 messaging:
1) Be concise where possible
Safety is everyone’s priority right now. And it’s assumed you’re taking it very seriously. We are all following the same guidance as provided by state and local governments. While reinforcement is good, be concise about it. Focus your communications efforts on what visitors can expect and how you will continue to deliver on your brand promise.
2) Prepare your front line first
Many businesses are implementing many new safety procedures in advance of a grand re-opening. As part of this new training for employees, it’s important to consider what messages the front-line team members will be delivering to customers. Ensure that they are able to communicate safety procedures being taken, reassure nervous customers and potentially diffuse situations that result from disrupted service.
3) Acknowledge that the situation is fluid
We are all gaining our footing right now. Things are subject to change on a moment’s notice and in some instances, we’re forced to be reactive. Reiterate that things can, and will change as we continue to adapt to this crisis while providing the best possible experience.
4) Define expectations
While it’s expected that your traditional brand experience will be different, that won’t stop your customers from feeling somewhat jarred by necessary safety precautions. Outline what your customers should expect. And more importantly, don’t forget to detail what is expected of them as responsible visitors to your place of business.
5) Be reassuring
Know that many people are understandably uneasy. While part of this re-opening feels like a big step in returning to some sense of normal, we’re still very much in a crisis. The many announcements and changes in guidelines can be confusing. Be empathetic to these feelings and take the opportunity to reassure, whenever possible.
Through this, continue to look for additional ways in which you can engage your customers and prove yourself a valuable part of the community. This can be a time for you to shine!
Best wishes for a successful re-opening!