Messaging during a crisis

I got an extraordinary email from my gas company the other day. It was a general email sent out to all customers, similar to the many emails that have been sent recently. But this one stood out. They indicated that during the coronavirus crisis they would not be shutting off anyone’s service due to nonpayment, and would even re-establish service for those that had been previously shut off. They expressed a desire to take care of their customers and work in partnership with us through any current or upcoming issues. They resolved to do everything they could to help, and informed us that they would be contributing a significant amount of money to help relieve those that were struggling.

Now, days after this email, I don’t remember the words they used. But I remember how I felt – they care about me. They will help me. We are going to get through this together. They are good and I am glad, even relieved, to be a customer.

This is a unique time of crisis in our history. But we know that eventually the dust will settle. And when it does, I know which company I will always want to patron for my gas needs.

How will your customers feel about you after the dust settles?