Customer Connection is More Than a Trend

With a significant portion of the world sequestered to their homes, people are looking for—and finding—new ways of connection. Co-workers are having happy hours over Zoom instead of at the bar. Friends are tuning into the same virtual dance parties and exercise classes. Chefs are live Instagramming what they’re cooking at home. Since we can’t socialize normally, we’re longing for virtual connections that are more meaningful and direct.

That sentiment rings true for businesses interacting with consumers. Everyone was already sick of promotional emails, and now their inboxes are full of COVID-19-related updates and deals. There’s never been a better time to get personal, check in with your customers, let them know what you can do for them, and build a transparent relationship. There are a number of ways to do this.

Post something from the heart to your company’s Instagram account. Provide an update over text, so that your customers know what you’re offering and how you’re staying safe. Send a plain text email that’s organic and informative, not overly designed and meant for the masses.

Human connection might seem like a trend now, but it’s also a sure bet for the long term success of your business. Authenticity and communication are key factors in building a brand that people trust and understanding the needs of your customers so that you can provide products that continue to sell.

Here are several examples of bona fide messages that are destined to leave customers engaged, comforted, and optimistic about each brand.

This heartfelt email from Anson Mills, a South Carolina-based heirloom grains company, conveys crucial information, tells a personal story, and offers a few recipes that require Anson Mills’ products.

The delivery-only pharmacy Capsule was uniquely positioned to weather the COVID-19 storm. And yet still, founder Eric Kinariwala took a moment to send a sincere note that informs customers of the company’s efforts to ramp up operations while increasing health protocols and also asks them to join in on the mission to get people their medication quickly and safely.

On Instagram, chef Dan Barber of Blue Hill remembers enjoying a giant loaf of bread over the course of a week in Provence, connects that moment to how we’re eating today, then prompts users to purchase his own version at the link in his bio.