Just like employees, customers need to be informed, reassured, and directed during times of crisis. These five communication tips can help retailers and restaurant owners maintain a connection with customers and potentially accelerate business recovery when the second wave has ended.

Customers will have heightened anxieties about food and product safety. Providing clear information can alleviate their fears.

• List and display safety and sanitization practices for storage, service, and delivery. For restaurants, include food preparation and cooking.
• Share safety protocols in your communications and post them prominently on your website.
• Provide clear delivery options and pricing.

In times of crisis, people seek reassurance from all sources—whether as an employee, partner, or customer. Messages should convey empathy and authenticity.

• Demonstrate that employees and customers are the top priority.
• Express your concern for the community and appreciation for their past, present, and future patronage.
• Include updates on your employees and measures taken to protect them during the crisis.
• If you’re part of a chain, emphasize both corporate responsibility and local actions.

Frequency and cadence are important when communicating with customers during a crisis.

• Keep customers updated on changes to hours, products, services or menu availability, delivery options, and other relevant information.

• Send messages that are concise and timely, rather than lengthy and less frequent.

• Update your website, social media channels, and other business or search engine listings with relevant changes for maximum awareness and feedback.

In times of uncertainty, familiarity and the comfort of prior memories and routines can offer stability.

• Your message, tone, and method of communicating should represent your relationship with your customers.

• Align messages to your brand, but not at the expense of transparency and empathy.

• Remind customers of past good times together and invite them to imagine similar future experiences. Done authentically, this can have short and long-term benefits.