How to communicate with customers both during and after COVID-19

17 June 2020

At this point, we are all experts in how the COVID-19 pandemic has turned our world upside down, leaving us feeling stressed, anxious, afraid and uncertain. Life has changed for all of us and so has the way we communicate with customers.

Founder, Crawford Hollingworth hosted a webinar on April 28th, exclusive to TBA clients, to share TBA’s new behavioural science-inspired model and toolkit for creating communication that is effective in this current environment.

Not only that, but we’ve also been busy publishing our book on this topic: “How to connect and communicate in these challenging times”. This book is designed to guide you through our model on how to diagnose and understand the behaviours we are witnessing and, most importantly, how to apply our 3-step behavioural science communications toolkit for the COVID-19 context. Ultimately, it provides a robust and contextually sensitive approach to effective communication.

Here’s a glimpse of what our book will take you through.

We outline three steps in the process:

Step 1: Define your audience and communication objectives

Think about where your customers are now and your communication objectives.

Step 2: Define the behavioural outcomes

Define the exact behavioural and emotional outcomes of your communication. What exactly is it you want your audience to feel, or to think, do or not do?

Step 3: Behavioural Science concepts for developing communication structure and content

For each behavioural science concept in our model, we first define it, then show why leveraging this concept will enhance communications in today’s challenging times, as well as bringing the model to life with some examples.

Here is a sneak peek of our simple, three-part model and the concepts that our book illustrates.

1. For Developing All Communication: System 1 and Cognitive Ease, Chunking, Default, Anchoring, Framing

2. To Aid Behavioural Change and Action: Authority, Social norms, Social Identity, Feedback

3. To Drive an Emotional Connection: Availability, Affect, Reciprocity

We will not be in this situation forever, and when we emerge on the other side, we will remember the brands that made our lives easier and who were kind to us.

You can access full details of our model and toolkit by clicking here to download our ebook: “How to connect and communicate in these challenging times.”

We hope you enjoy it, and please let us know your thoughts!

The Behavioural Architects' articles are always stimulating, entertaining and informative and make BE principles both engaging as well as usable for all our readers Editor Impact Magazine and
Our digital clubhouse which is designed to inspire, share best practice and delight would be very different without The Behavioural Architects Gemma Greaves Global Managing Director The Marketing society
Its client testimonials show it has made behavioural economics accessible and actionable MRS judges ‘best new agency’ award
TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputs Martin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable output Ruchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector. Damian Stevenson, Head of Insight at the Amateur Swimming Association
The behaviour change research has been the lynchpin of our entire new strategy to get more people swimming Nick Caplin, Amateur Swimming Association, Director of Participation
I’ve worked with TBA on a number of studies... all of them have allowed us to get to a depth of insight into basic behaviour that has transcended borders. Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
The magic comes from how TBA works with us to get to simple, actionable ideas using the BE principles. Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run. Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
We tasked TBA with a challenging brief on a national survey and they exceeded all our expectations throughout the process Jennifer Bufton, Sport England 
Their enthusiasm and relevant application of this theory alongside highly actionable and impactful insight delivery that really engages our stakeholders. Jacinda Norman, Category Insights Manager, Waitrose
The team at The Behavioural Architects Sydney have played an instrumental role in uncovering the key behavioural challenges for the Bundaberg Rum brand. Clara Lee, Senior Insights Manager, Diageo Australia
By using behavioural principles in analysing research, we’ve been able to go beyond the rational system 2 responses and tap into the deeper, subconscious system 1 responses that are often difficult to articulate. Clara Lee, Senior Insights Manager, Diageo Australia
For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth. Clara Lee, Senior Insights Manager, Diageo Australia
The TBA team are a friendly, highly organised and intelligent bunch of people to work with. We consider them an extension of our internal Insights team Clara Lee, Senior Insights Manager, Diageo Australia
The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directly Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour. Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
The Behavioural Architects Sydney are a valued  business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.    Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)