Businesses are struggling in the “new normal” – this isn’t news. But customers don’t want or need to hear how difficult it is for your organization. Their lives aren’t easy right now either. Whenever you interact with customers, it isn’t about you; it’s about them.

Recently, I have been receiving two types of emails. One begins with the words, “here’s what we’re doing to keep you safe.” And it continues with new health and safety protocols for customers, employees and overall operations.

The other type of email takes a different route. The tone is desperate, listing all the ways the business is struggling, but lacks any mention of efforts to make adjustments for this new world. If an organization won’t make an effort to save itself, why should its customers?

It’s not your customers’ job to save your business. It’s yours. However, your customers will ultimately save your business if you put them first. Their health, safety, concerns, and satisfaction. 

Your customers are living in the same world you are. Prove to them that you understand that.