Guiding Clients Through COVID-19 Challenges
The move toward more remote work has been advancing for years, but COVID-19 is forcing an acceleration at breakneck speeds. Scheduling a video meeting while folks work from on Fridays is one thing, but moving your big industry events to virtual-only is something no one was truly ready for. But we should consider this the new normal.
Times of drastically scaled back face-to-face client meetings are likely to pop up several more times over the course of your career. Even if you’ve been lucky enough so far to have no local COVID-19 concerns, you have got to start answering the question: In an age of fewer in-person meetings, how do you adjust your client service strategy and help your clients?
Don’t Panic! You’re Already Pretty Good At This
Less face-to-face time can feel like a huge blow to your client service strategy, but it doesn’t have to be. The number of remote workers and companies with remote work policies increases all the time. Chances are, you already know how to work successfully without routine in-person meetings. Just consider COVID-19 your glimpse into the future.
Inventory your client relationships and determine who’s going to need a new approach when lunch meetings aren’t happening. Whose business is likely to suffer most from periods of widespread quarantine, and how can you expand your scope of work to help them plan a response?
The guiding principles for you and your clients are the same as ever: creativity and communication.
Shake Up Your Client Service Strategy!
When it comes to marketing, you’re going to have to take a whole new approach to your client service strategy. Professional conferences in every sector are being cancelled, postponed, or rolled into online-only events. That means big news about data, clinical trials, product launches, trends, and more aren’t going to be communicated the way anyone planned.
Talk to your clients about what they’ll do if in-person events are off the table. Social media and paid media will have to take a much larger role in pushing out the major announcements usually reserved for the year’s biggest in-person events. Many companies have been dragging their feet on developing robust strategies for virtual events, which is where you come in. Whether it’s a live tweet event, Facebook Live, Instagram stories, or something else, get creative about turning the content you wanted to share “in real life” into great web content such as animation, recorded presentations, infographics, etc.
Embrace the Chance to Plan
Getting clients to commit time and resources to planning for contingencies is never easy, but with this new virus on everyone’s mind, seize the moment and have those big conversations. If your clients aren’t worried yet, push them to imagine what they would do if their field’s biggest meeting got canceled.
Ultimately, planning for something like this makes you and your clients more nimble. You can draw on the lessons learned and shelved plans to adapt to other issues that come up.
If you never have to draw on those plans, that’s great, and you’ll have pushed yourself and your clients to find new and compelling ways to share the information that’s most important to them.
Remote work is only becoming more popular, and there’s no telling when the next global health crisis will have us all stuck at home. Start planning now.
Rum Ekhtiar, founder of Rum and Co, is focused on brand strategies that work, ideas that are creative, new businesses pitches that win, and teams who work toward a common goal. With over 20 years of experience, he's worked with companies like Novartis, Citi, MetLife, and others, helping them transform their business, their story, and their engagement model. In this blog, he'll advise marketers on ways to break through creative and strategic blocks, methods to navigate client relationships, and how to ultimately realize the full potential of their capabilities. Reach him at firstname.lastname@example.org and connect with him on LinkedIn.