Get off autopilot

Most companies use some sort of automation for communications with their customers and that’s great – it’s important to stay in touch with your customers in a timely fashion.

But in times like these, when it’s not business as usual, make sure that your automated emails are appropriate both in content and timing.

A membership site sent out renewal notices to its customers and shortly afterwards, it sent follow up emails informing their customers that their memberships would be cancelled because they hadn’t paid. However, some of these customers had indeed paid their membership dues. Because the staff hadn’t been in the office, they hadn’t processed the payments, but the payments had been sent in. When the customers sent a message to the site telling them that they did send payment, the organization responded with an inappropriate “there is an global epidemic.”  

Yes, we know that. But you, as an organization, have a responsibility to turn off the automated emails cancelling memberships if you are not in the office to process payments. Customers are sending you money and they shouldn’t have to deal with confusing cancellation emails. Times are tough for everyone; don’t make a bad situation worse for your customers.

If you make the payment process or the Customer Experience too difficult, especially now when everyone is on edge, customers will leave. 

Automations are useful, but put the effort in to double checking that the messaging is still appropriate for current events and for your current business operations, otherwise be prepared for the consequences.