The Best Way for Mediators and Arbitrators to Communicate With Clients During the Coronavirus Crisis

Let’s be honest, it’s been a tough few weeks for everyone as we navigate a new normal amid the coronavirus pandemic. 

Personally, I hope that most of us are practicing social distancing by staying inside, canceling plans, and avoiding crowded spaces. Some of us (me) are on federally mandated lockdown status. 

Professionally, I hope that most of us are working from home.  Depending on where you live you might be faced with an indefinite timeline of when you’ll be returning to your office.

During this time, there are many questions that arise around how you should move forward—do you continue marketing as normal? Should you address the situation at hand? Do you communicate the measures your practice is taking as a business or are you feeling like it’s insensitive to market your practice right now?

It can all be a bit overwhelming. 

As mediators and arbitrators we talk a lot about having empathy—for each other, for our community, and for our clients. As you contemplate the best way to communicate with your clients and as we collectively navigate this crisis, I’ve put together a few notes on displaying empathy during this time and how to effectively and appropriately get your message across.

Communicating practice updates

There are many reasons you might have to send clients critical information.  The primary reason will probably be that your neutral services are available online. But it’s important that you’re considerate in how often you’re relaying these kinds of messages, what information you choose to share, and the manner in which you communicate your messages.

Everyone is being flooded with a vast amount of information and people are probably receiving more emails than usual from businesses that they may not hear from on a regular basis. 

The goal of your email should be to provide helpful information to clients. If you’re simply saying that you and your staff are being extra careful in hand-washing, for example, maybe it’s something you can skip. 

On the other hand, if you have important practice updates such as your office remaining open despite so many others closing, or being able to hear all your cases on line with a platform like Zoom, or that you’re not in your office to receive traditional mail on a daily basis, or that your phones have been forwarded and business call can proceed as usual, it’s probably a good idea to share those updates with your clients. 

If you’ve been mandated to close or have chosen to close your office, I know that it’s not easy to do.  But communicating the decision with your clients shows you’re doing your part to encourage social distancing and shows your practice’s dedication to social responsibility.  

Communicating this information directly to your clients has multiple advantages. First, it ensures that they are up-to-date on the best way to continue their casework with you. 

Communicating your reasoning for a temporary closures also ensures clients know where you stand on important issues. While the short-term implications are not ideal, the decision also creates a level of trust. Long-term, your practice will be one of the first places previous and prospective clients think to go the next time they need a mediator or arbitrator (whether online or, eventually, in person).

Again, this is a time of uncertainty, fear, and anxiety for people, some of whom have been personally affected by the coronavirus or have loved ones that are at high-risk. This means that we all need to be sensitive with the language we choose to use in any marketing materials.

What you don’t want to do is be seen as taking advantage of a crisis or using it as a way to push sales. It’s imperative that you’re careful to match your tone to the current climate without being glib or impertinent. 

Spread a little cheer

When it comes to building deep, long-lasting relationships with your customers, even in the best of times but especially in the worst of times, it’s important to show empathy for what your customers may be dealing with personally, professionally, and as a global citizen.

But when so much of the content we’re consuming is heavy, dark, and sometimes downright depressing, people are also welcoming happy distractions to get their minds off the news cycles. 

If it’s appropriate, find little ways to amuse your customers.  Word of warning about using humor, only use it if it makes sense for your brand, and be sure that you strike a balance between lighthearted and compassionate.

Be honest and just ask clients what they need from you and your practice

Possibly the best way to communicate with your present and perspective clients? Ask them exactly what they want and how they want to hear from you. 

Nobody has all the answers as to how you should be talking to your clients during these unprecedented times. Additionally, the way in which people will want to hear from you will likely differ—some clients may have a less-is-more attitude, while others will want frequent updates and communications.  So just ask.  Your attention and sensitivity to their needs in these strange days will go a long way.

Navigating an ever-changing situation

Just because ‘all the other mediators’ are doing things a certain way doesn’t mean you have to do the same. The best advice I can share as you adjust your strategies in the face of such unprecedented uncertainty is to stay true to who you are.

Be as genuine, empathetic, and transparent as possible with your clients to continue nurturing the relationships you’ve already built and to foster the new ones that will grow as a result of how you operate your business and respond during this time.

There’s no official guide on how to communicate with your clients, what information is the most important, or how often you should send an update because what’s best for one practice might not be right for another. Many more changes are likely to unfold in the coming weeks, which means smart business owners and marketers will need to constantly adapt to the current situation and adjust marketing, practice, and communication strategies as needed.  

While it can be a difficult course to navigate, this situation is just like the processes you offer.  It’s about constantly learning, adapting, and listening to your clients and letting them provide the insights you need to move forward in the best possible way. You’ve got this.