When your customers are struggling, the best thing you can do is be supportive. During challenging times, your customers need you to help them stay afloat by providing them with options instead of roadblocks. If you can accomplish that, you’ll reap the rewards later.
Taking care of your customers when they need you the most isn’t just good business; it’s the right thing to do. When they succeed, you thrive.
Even when times are tough for your customers, there are ways to set yourself up for a better future.
Defer Payment for Those Who Are Suffering the Most
If your customers are hurting financially, consider what you can do to assist them through their hardships. Remember: you’re building long-term relationships with your customers. Think about how you can better serve them when they’re in dire need of some assistance. Can you provide them with financial relief? Can you put payment plans in place? Would that assist them in any way? If not, how about deferring their payments? Try to work with your customers to learn more about how you may be able to provide them with some comfort during challenging times. Instead of waiting to hear from them when they’re in need of some relief, be proactive with your efforts (they’ll remember).
Offer Free Educational Sources
Your customers don’t need to be experts, but they should at least be informed on how they can better protect themselves from malicious threat actors. For instance, educate them on the best cybersecurity practices. Publish videos or blog posts on the latest cybersecurity threats and emerging technologies.
Further reading How Are You Talking to Customers About Ransomware?
Deploy newsletters to keep your customers up to date on the latest happenings in the industry you’re advising them about. Providing them with free educational resources reinforces your value. Use these opportunities to show your customers you’re worth it.
Further reading Not Offering Anti-Phishing Training? Why Not?
You're There For Your Customers
Your customers may not think clearly when they’re under stress, which is why it’s ever so important to remind them you’re there for them. Provide them with regular updates on how you can help when they need you the most. Try to add value when you do. Instead of simply pointing out you’re there for them, highlight what you can deliver. Be a resource to your customers when they’re struggling and looking for answers. You don’t need to be a one-stop shop for them — simply be a lifeline. When you act in the best interest of your customers, you position yourself for success in the long run.
Be Part of the Community
People almost always come together in challenging times. If your communities are hurting, even slightly, lend a helping hand whenever you can — become a leader. Show your support by connecting with your peers, even if they’re working for your competitors. For the greater good of your industry, collaborate with these individuals on projects you normally wouldn’t. Share best practices and advise on the challenges your industry is facing during a crisis. If educational opportunities arise, participate in them to provide your thoughts on industry-related topics. Show up for your community in times of trouble and, eventually, when things calm, your peers will remember what you did for them.
Always keep this in mind when things are tough: your customers will remember when you were there for them during challenging times and thank you by rewarding you handsomely for it.