Posts Tagged ‘Coronavirus’

The Fear Virus and the Pause

March 19, 2020

The pause

Last night was the first night that I slept the whole way through without waking in a week.

The few other nights before that, ever since we were all told that schools, colleges, events and public gatherings were to cease for at least a fortnight, I was waking early due to the fear of the unknown. Yes this fear was about the health of those around us but most definitely it was about the effect that this time would have on our business, that thing that puts food on the table for us and our team.

I guess we are much better off than many in other sectors, whose doors were immediately closed leaving their businesses vulnerable and their teams facing an unthinkable and uncertain period when they don’t have the pay packet that feeds them and covers their high rents and mortgages.

This FEAR that had me waking, without doubt has all of these people wide awake and it is real, tangible and debilitating.

I got so angry when I read a headline today stating that a certain city manager made a statement that he wasn’t prepared to give any commercial rates break to businesses who were forced to close.

Has your pay packet been affected sir?” 

Maybe we can manage a week, maybe two, maybe three, but beyond that there are serious concerns that has everyone fearful, a debilitating fear that will be worse than any Coronavirus and one that can eat deep into your soul and your well-being if you can’t cope with it.

The only way the FEAR virus can be taken away, is if we know that none of us will be left hungry, that no one will be evicted if we can’t pay our rents and mortgages, that our credit rating won’t be affected if we can’t make loan repayments and that we will be provided for if our wells dry up.

As long as everyone in this complex money chain can be both human and realistic, and play their part during this “Pause” of normal activities then we will all be fine.

What has happened will pass, and the “Pause” will slowly change to “go” and normal activity will once again resume and we will all go back to working and bill paying as we have always done.

To their credit, our government is moving fast and seem to fully appreciate the difficulties caused by the “pause” and are putting realistic measures in place to ensure that everyone is looked after at this time.

Once we know it will be ok, we can start to sleep again and take this very unusual window of time to take stock, appreciate our friends and families, look after our communities and look forward to the day that we can step back on the treadmill of our normal lives.

Hopefully we will return to this normality with more kindness and acknowledgement of the precious lives that we enjoy and a much better appreciation for those that are vulnerable, not when it is a “pause” but all of the time.

This is a Pause, try to get some sleep.

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

 

 

 

Taking away the fear and Positive PR the KLM way

March 12, 2020

KLM Airlines - Coronavirus

I just received a very clever piece of personalised email correspondence from the President and CEO of KLM Royal Dutch Airlines, Pieter Elbers, which was designed to reassure anyone contemplating a flight with them that they are to be trusted during these worrying Coronavirus times.

It was really clever for a number of reasons..

It was Personalised

The email used my name…us customers love that!!

Really understanding the Customers Frame of Mind

The email understood my frame of mind perfectly and took me through a thought process step by step addressing my concerns and “What Ifs”.

The story in my head is that getting on a plane in a confined space with other people at the moment is one of very worst possible things that you could do. How can planes be cleaned between flights efficiently, what about all the places that a person will touch on the plane and what about the air circulation?

As a frequent traveler with KLM, you trust us to not only take you where you need to go, but to do so safely, comfortably and responsibly. Today, as the world comes to terms with an unprecedented health scare in COVID-19 (Corona virus), these values are more important to us than ever

His email addressed my fear and it reassured me step by step what they are doing at KLM to make sure that it is a safe environment.

He spoke about Safety and Hygiene procedures in very specific detail

  • Thorough cleaning and disinfecting before each departure itemising
    • Cleaning of galleys, carpets and toilets
    • Cleaning of tray tables, armrests, headrests and seatbelt buckles
  • Continuous cleaning by cabin crew in the air
  • Cabin air is continually refreshed with outside air
  • Using hospital-grade HEPA filters that are 99.99% effective in preventing airborne bacterial and viral organisms such as COVID-19
  • All flights have special Corona-kits and the team are trained in containment measures
  • Hygiene extends to catering, ingredients are fresh and locally sourced, strict guidelines to preparation

There was a link in the email to a video, which provided more information about hygiene at the airline.

While I was reading this impressive list of hygiene steps I was thinking of course that KLM would say this because they are protecting their interests and spinning the risks in their favour.

This was addressed:

“I fully understand the hesitation many people feel at the moment when deciding whether to book a flight or not. But you can feel secure in the knowledge that KLM has taken every precaution necessary to protect your health and the health of your loved ones.

In this emotional time, you can be assured that we are guided and consistently act by fact-based, circumstance-driven decision making. On a daily basis, we work closely with the top experts at the World Health Organization and Rijksinstituut voor Volksgezondheid en Milieu (RIVM) in the Netherlands”

Beyond the Airline

And what about the other things that can go wrong about a journey that might have you unable to take the flight?

I also understand that your concern may not be about your journey with KLM, but about the many unknowns about the situation on the ground at your destination. That’s why you can book your KLM flight with the confidence of being able to change your booking without a change fee

It’s not exactly a refund but ..

Practical Information

The email provided practical information and demonstrated the professionalism of the airline

“We are in constant touch with all the relevant authorities to adjust our network as required. This means that we can immediately respond when new travel restrictions are announced. For the latest information on flight status, please visit our travel advisory page or use the KLM app and let us keep you posted 24/7 with push messages

Proud History and Customer Service Ethos

The email went on to highlight the history of the airline, the number of employees and the customer care ethos

“In 100 years of operations, KLM has faced many challenges and always emerged stronger. We were able to do so because we put you, our customer, at the heart of our operation. With that commitment in mind, I am confident that we will overcome this challenging time as well. As you know 33.000 KLM staff will go further to recognize your concerns and take care of you.”

We always preach to our clients that in their communications that they should weave in their ‘Key Messages’ – this was done here in a very clever, natural way.

Trust, Care, History, Customer Focus, Scale …. many boxes ticked!

Tone and Language 

All of the language used was appropriate, non-corporate and very down to earth and the tone was caring and inclusive, which was sealed in the email sign off

“Thank you for choosing KLM, and safe travels”

A Great Excuse to Communicate with Potential Customers!!

The most clever aspect of all with this email correspondence is that the Coronavirus, despite the horrible scenario, gave KLM a reason to reach out to all of their customers and remind them about their brand and prompt them to possibly think about them when booking flights in the future when things are hopefully back to normal.

It was a really long time since I flew KLM (I’m not sure what the GDPR police would be saying about this!!) but they have made me think about them in a really positive light which brings me to my very last point.

This is Positive PR

KLM have taken the opportunity (in awful circumstances) in a really nice, caring and soft way to reach out and tell a lot of people just how great they are!!

I’ve just told you about them..

So, a huge well done to KLM and their team for a really clever and well timed piece of correspondence that reminds us all about the power of great communications!

Can you do something similar with your customers today?

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland