During Change and Uncertainty, Double-Down on Listening and Building Trust
Inflation, a divisive political environment, looming climate emergencies, ongoing supply chain issues, and more are causing businesses to shift or rethink their strategies. What does all of this mean for your marketing? Are you considering a pricing change? Are you having to realign your messaging with company or customer values? Are you investing in new programs? Are you changing your business model? Or are you sticking your head in the sand and ignoring it all?
I've had numerous conversations with clients and other business owners about what's changing in their business, and it's a lot. Many are just not sure what to do or where to go with things next. As soon as they make a decision, something happens that makes them question whether that was the right choice or not.
When things are in flux, it's hard to plan too far ahead, as the wind might change as soon as the ink is dry. So how do businesses navigate these changes?
Navigating the Changes
During times of change, it's crucial to focus on listening and building trust. Your customers and clients are going through a lot of change and uncertainty, too, and sometimes they just look for the business to at least acknowledge their concerns. Have you checked in with them lately? Have you asked them what they need or how you can better serve them? Along with asking yourself questions like these, here are a few ways tied to the customer journey that promote the practice of listening and building trust with customers and non-customers alike, while you work through these changing times.
Awareness
Do a poll on social media to find out their current preferences so you can serve them better - keep it short and sweet; maybe do a few polls to cover different topics.
Invest in a social listening tool like Sprout Social (there are many others, that's just our fave) to explore what people are talking about.
Interest
Let them get to know you and your team - share the human side of the business, or take them behind the scenes, maybe in a new section of your email newsletter, or through posts on your social platforms.
Sales
Offer them an exclusive deal, service, or upgrade as a thank you for no other reason than being your customer, or to get them to give you a try.
Satisfaction
Train your front-line service staff new customer service skills; train them on empathy, curiosity, conversational communication techniques, or listening.
Survey your customers; take some time to design the survey with best practices in mind (not using leading questions and being aware of bias) and incentivize them with something easy, like a gift card, coupon, free item, or lunch for their team.
Retention
Ask for their stories and feature them and their success; help your clients/customers get to know each other and feel like they're part of a community of people who share something in common. It’s important to keep in mind that this doesn’t have to be directly related to your product or service either.
Advocacy
Invite them to join you for a casual event in your area, or online, and bring a friend; is there a new art exhibit opening or a pop-up shop happening in your neighborhood? Invite your customers to check it out! Meet them there and talk with them. Pay their entrance fee if you can swing it.