TL;DR When things go wrong, fast, honest and empathetic communication matters as much as fixing the problem itself. Clear updates, visible ownership and proactive reassurance can turn a difficult moment into an opportunity to build trust.
HOW TO COMMUNICATE WHEN THINGS GO WRONG
What does ‘crisis communications’ mean for your business? Is it just something reserved for a true worst-case scenario? Or do you have a well-defined approach to how you’ll communicate with stakeholders even when it concerns less significant operational issues.
Dive into any list of online reviews and you’ll soon see the evidence that many companies do a great job of communicating when they want you to buy something, but fall short when something goes wrong.
Actually, communicating well when things go wrong is exactly the opportunity to cultivate credibility and trust that will give customers the confidence to keep coming back, and to advocate positively for your business with others.
Most customers are willing to accept that things don’t always go to plan and, while it’s frustrating, they’re initially sympathetic. Until, that is, you abuse their sympathy and fail them with poor communications and follow-up.
Here are my 10 top tips to ensure that doesn’t happen:
- Speed: Communicate quickly and honestly what the problem is.
- Empathy: Apologise sincerely for the inconvenience. The customer needs to see that you acknowledge the impact on them.
- Ownership: Take responsibility and keep direct control of communication. Don’t hide, walk away, deflect the blame, or rely on third parties who don’t have a stake in the customer relationship.
- Clarity: Be clear, concise, accurate and consistent in the information you give out. If you publish incorrect information, correct it as soon as you know it to be wrong.
- Respect: Pay attention to tone. The problem may be a source of irritation for you, but don’t transmit that to the customer. They bought your product/service, and they’re entitled to expect it to work. Respect the customer relationship.
- Proactivity: Get on the front foot. Let customers know what you’re doing to fix the problem. If you’re not sure how to fix it, tell them that you’re working on a plan, and update them regularly. Put the right temporary support in place without having to be prompted.
- Honesty: If you’re not sure you can fix it – or not within a reasonable timeframe – be honest and manage expectations so that customers can put their own contingency plans in place and understand the consequences.
- Visibility: Be forward-facing and proactive. When you have new information, be forthcoming and share it consistently on all appropriate channels, in the languages spoken by your customers. Update frequently, don’t wait to be asked.
- Coordination: If the problem affects a group of people, tell the whole group, simultaneously. Don’t drip-feed information on demand. In today’s digital environment bad news travels fast and across channels you can’t even see, so get ahead and provide the information before you’re asked.
- Openness: Don’t allow an information vacuum to arise. It’s likely to fill with speculation and rumours, all of them more negative than the initial problem, and virtually impossible to quash.
Ultimately, the key to good crisis communication is a customer-first mentality that embodies honesty, empathy, awareness and proactivity.
Forward planning for problem scenarios can help you to get it right when the pressure is on.
For expert support with crisis communications for your business, or help to put an advance plan and communications protocols in place, get in touch.