{"id":1773,"date":"2021-10-20T10:46:34","date_gmt":"2021-10-20T14:46:34","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/20\/keep-covid-stress-out-of-your-customer-communication\/"},"modified":"2021-10-20T10:46:34","modified_gmt":"2021-10-20T14:46:34","slug":"keep-covid-stress-out-of-your-customer-communication","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/keep-covid-stress-out-of-your-customer-communication\/1773\/","title":{"rendered":"Keep COVID Stress Out of Your Customer Communication"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><em>12 steps executives can take to hold toxicity at bay and put good karma into the universe<\/em><\/h2>\n<p class=\"wp-block-paragraph\">TL;DR: Pandemic stress-related toxic communication can creep into your customer communication. Don\u2019t let it! Set the example, nip toxicity in the bud, protect your team from incoming, build in rest, celebrate the good stuff, and codify that positive voice in your company styleguide. I\u2019ll<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we think about <a href=\"https:\/\/writer.com\/blog\/empathy-at-work\/\" aria-label=\"healthy communication at work, read on writer\">healthy communication at work<\/a>, we\u2019re reminded of the saga of Away. The direct-to-consumer luggage company experienced such massive growth that it couldn\u2019t keep up with demand. As customer requests piled up despite the customer service team\u2019s 16-hour workdays and canceled vacations, executives blamed the team for not keeping up. They reportedly became so toxic that the team virtually imploded, service quality plummeted, and the story unfolded in an unflattering media expos\u00e9.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This moment finds us with a different kind of anxiety. Pandemic-related stress is at an all-time high, and people are bringing it to work. It can show up in ugly ways, too. In a survey we conducted of 1,000 professionals, 38 percent said they experienced <a href=\"https:\/\/writer.com\/workplace-communication\/%20aria-label=\" toxic workplace communication read on writer>toxic workplace communication<\/a> since shelter-in-place began. Yikes!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What about when that nastiness starts to seep into your interactions with customers? Even if underneath the surface, unhealthy customer communication can damage your satisfaction scores&#8230;and your brand.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here are 12 steps you can take to help your customer success team stay positive and put all kinds of good vibes out into the universe.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Acknowledge the stress<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Your customer success team are people, too. They\u2019re dealing with the strain of a deadly pandemic, economic anxiety, and lots of \u201ctogetherness\u201d with family members at home. Even if you can\u2019t fix these problems, simply acknowledging the stress they\u2019re under goes a long way for their state of mind.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Care for your employees<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Maybe it\u2019s quaran-tinis every other Friday. Or a well-timed \u201cwellness day.\u201d Or a cupcake delivery to employees\u2019 homes. Whatever your flavor, invest in ways to remind your employees that you value and care about them. In turn, they\u2019ll value and care for your customers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Be ground zero<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As a leader in your company, you set the tone. Consider yourself \u201cground zero\u201d for the kind of communication you want your customers to experience. The empathetic, upbeat, and kind words and messages you model to employees are the same your employees will use with customers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. Know what it sounds like<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Know what unhealthy and toxic communication sounds like. Unhealthy communication includes words and turns of phrase that are exclusive, condescending, or passive-aggressive and toxic communication includes comments and writing that are sexually-explicit or suggestive, bullying, racist, or discriminatory.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5. Tool for it<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s a raft of new tools out there to measure customer interactions, including Gong, Chorus, and <a href=\"http:\/\/www.writer.com\">Writer<\/a>. Outfit your teams so you can address unhealthy or toxic communication. But give them a heads up so they know you\u2019re doing it, and approach the oversight with sensitivity.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>6. Nip it in the bud<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As soon as you see or hear ugliness, call it out immediately. Approach the person in private. They may not be aware of their behavior, so be specific and help them understand the customer impact. Later, anonymize the example and discuss the topic more broadly with the team.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>7. Enforce the rules<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If the toxic communication persists, take action. Taking a hard line right away sends a clear message and ensures compliance from the rest of the team. Let them know that, even if they are on the receiving end of ugliness, it needs to stop with them &#8211; no exceptions.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>8. Protect <em>them<\/em> from toxicity<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Any customer-facing team knows what incoming feels like. Equip yours with the appropriate responses and escalation processes to remove themselves from an abusive situation. They need to feel empowered to set boundaries and know that you have their back.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>9. Create a pressure valve<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Acknowledge the absurd and lower the team\u2019s stress. Bill Gates describes a \u201cMail Merge couch\u201d from Microsoft\u2019s early days. Team members sat (or laid) on it while taking support calls related to the product\u2019s frustratingly complex feature. The inside joke helped them blow off steam and laugh at their situation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>10. Let them rest<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we learned from Away\u2019s cautionary tale, the stress of being on the front lines is exacerbated by lack of sleep. Prepare and plan for people to get the rest and downtime they need, even if you have to bring in temporary reinforcements or other teams need to chip in.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>11. Recognize key moments<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Just as you suss out the nastiness, find and recognize the good stuff. Amplify and celebrate examples &#8211; large and small &#8211; of the behavior you want. Especially call out positive responses in the face of negativity. Create a \u201cgood karma\u201d award and make a big hoopla out of it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>12. Make it stick<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Make healthy communication a thing in your company culture. Get on the same page with the other executives about the voice, tone, and behavior norms you want to promote internally and externally. Then, make them stick by codifying them in your employee guidelines and brand styleguide.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>May Habib is co-founder and CEO of <\/em><a href=\"https:\/\/writer.com\/\"><em>Writer<\/em><\/a><em>, an AI writing assistant for teams.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>12 steps executives can take to hold toxicity at bay and put good karma into the universe.<\/p>\n","protected":false},"author":7,"featured_media":1774,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[9],"topics":[2],"class_list":["post-1773","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-smb","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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