Staying connected with customers during a crisis is not just good business; it’s an essential way to build trust and loyalty. The recent California wildfires, with their devastating toll on lives, homes, and businesses, have reminded us just how quickly things can change. Tens of thousands of acres burned, thousands of properties lost, and countless families disrupted—these are more than just numbers; they represent people facing chaos and searching for stability.
For businesses, crises like this are moments of truth. How you communicate with your customers during tough times can make or break their trust in you. Whether it’s wildfires, a pandemic, or something else entirely, one thing remains clear: your response matters.
Here’s how to show up for your customers when they need you most.
1. Be Ready Before the Crisis Hits
Wildfires don’t wait for you to prepare. The same goes for any crisis. If your business isn’t prepared, staying connected with customers during a crisis becomes challenging.
Here’s what preparation looks like:
- Create a plan for how your team will respond to emergencies. This includes everything from keeping employees safe to maintaining customer service. (More about business continuity planning here.)
- Invest in tools that make remote work and virtual support easy. If people can’t come to your store or office, they should still be able to reach you.
- Think ahead about your customers’ needs during a crisis. For example, can you offer flexible payment plans or pause services temporarily?
Being ready means you can focus on helping instead of scrambling to figure out what to do.
2. Use Empathy to Connect with Customers in a Crisis
In the middle of a crisis, people are scared and overwhelmed. They don’t just need solutions—they need kindness.
To stay connected with customers during a crisis, start by putting yourself in their shoes. Are they worried about losing their home? Are they unsure if your business is even open? Address those concerns directly.
How to connect with empathy:
- Send personalized messages to your customers. Even a simple “We’re thinking of you” can go a long way.
- Avoid canned responses. Make sure your communication feels genuine and human.
- Offer practical help. For example, let customers in affected areas know about payment deferrals or emergency support services.
The goal is to remind your customers that they’re not just transactions—they’re people you care about.
My former employer Discover Card, for example, often offers payment deferrals to customers experiencing a disaster. In addition, other cardmembers are able to donate their Cashback Bonus to reputable charities that help people in critical need.
3. Make It Easy to Reach You
When customers are in crisis, they don’t have time to hunt down answers. They need help, and they need it fast.
Here’s how to meet them where they are:
- Keep your website, Google, and social media updated with the latest information. Let people know if your hours or services have changed.
- Offer multiple ways to get in touch, whether it’s by phone, email, or live chat.
- Respond quickly. Even if you don’t have all the answers yet, acknowledging someone’s concerns shows you’re listening. And being Responsive is one of the core strategies in the WISER methodology that becomes even more critical during a crisis.
Businesses that communicate clearly—like sharing shelter locations or safety tips—earn trust and loyalty. You can do the same by being proactive and helpful.
4. Demonstrate Care Through Action to Maintain Customer Connections in a Crisis
Saying “We’re here for you” is nice, but showing it is even better. Your actions speak louder than words, especially during a crisis.
Consider how your business can make a difference:
- Waive fees or extend deadlines for customers in affected areas.
- Partner with local organizations to support relief efforts.
- Share stories about how you’re helping employees and the community.
- Leverage your physical resources in new ways, such as when spirits companies started making hand sanitizer during the COVID-19 pandemic.
These small gestures don’t just help people—they leave a lasting impression that builds loyalty.
5. Take Care of Your Team, Too
Your employees are the backbone of your business. If they’re struggling, it’s hard for them to take care of your customers.
Support your team by:
- Prioritizing their safety and well-being.
- Offering flexible schedules, especially if they’re dealing with personal challenges like evacuations.
- Checking in regularly to see how they’re doing—not just as employees, but as people.
When your team feels supported, they’ll naturally extend that same care to your customers.
Related: How To Respond To Customers And Employees During A Crisis
Building Stronger Connections in Tough Times
The California wildfires remind us how fragile life can be. For businesses, these moments are opportunities to step up and be there for your customers and community. Preparation, empathy, and clear communication aren’t just strategies—they’re how you build trust that lasts.
In the end, it’s about more than business. It’s about being human. And when you show up for your customers in their hardest moments, they’ll remember it when things get better.
Let’s work together to build stronger connections, no matter what challenges come our way.
Ways to Support California Wildfire Victims
Support those affected by disasters like the California wildfires by donating to trusted organizations making a real difference:
- American Red Cross: Providing shelter, food, and emergency assistance to those displaced.
- GlobalGiving: Connecting donors to vetted local organizations responding to wildfire relief.
- California Community Foundation’s Wildfire Relief Fund: Offering long-term support for wildfire recovery and rebuilding efforts.
- Direct Relief: Supplying medical aid and resources to affected areas.
- World Central Kitchen: Providing meals to displaced families and first responders.
Every contribution, big or small, helps bring relief and hope to those in need.
Image by Josh Fields from Pexels.
