As businesses come online, one trend we’re seeing is that “business as usual” remains elusive, if attainable at all. Customers and employees are having to overcome concerns about their well-being and the unknown. What can you do to help customers and employees transition confidently to the “new normal?” One important consideration is evaluating how you are communicating. Show. Don’t tell. You may be introducing new protocols for customers and employees. You may have even sent an email(s) explaining these changes. A more effective way to articulate these changes and build trust and confidence is to show the changes you’re making. Using video or photos, you may want to show:
- Enhancements to customer areas. Show what’s new and different as you take precautions in areas such as waiting rooms and check-out lines.
- Short scenarios. Walk through the customer experience so they know in advance what to expect when they arrive.
- Employee safety demonstrations. Show employees what you’ve done to create a safer work environment, as well as any new protocols in which they will participate when they return to work.
Adopt new media practices. The pandemic has shown how reliant we are on technology to get our work done. Consider they ways you are using technology and consider how you can adopt new media to communicate more effectively. Not everything has to be a video conference. Consider:
- Podcasts. An audio-only communication can be an effective alternative for keeping people up-to-date with important information about your business. With everyone being inundated with email, a podcast can be a differentiator, and it can have value after life returns to “normal,” as you will have spent the time now building an audience, which can help you later.
- Video on demand. Most businesses pivoted quickly to video conference platforms like Zoom and WebEx in order to keep business moving and keep employees functioning from home. Now that there is a large degree of comfortability with these platforms, think about how you can create videos that don’t require a live audience but can be produced and shared at a later date, and/or create a library of valuable content. Videos may include:
- Onboarding for new employees
- Policy changes for employees or customers
- Senior leadership messages for employees or customers\
These are just a few ideas to help you communicate as we transition into the new normal. I am happy to help you think through the possibilities and answer any technical questions you may have about this topic. I look forward to navigating the coming weeks and months together.
