During our Recovery Room Huddles over the past few weeks, the topic of Reassurance Messaging has been the focus on a number of occasions. If you are a business owner or manager, here are some really practical tips for getting reassurances and reassurance messaging right this summer. Thanks to Jarlath O'Dwyer for the insights which were originally shared in the Recovery Room Huddles over the last few weeks.
Why are Reassurances Necessary?
Some visitors are quite relaxed, even casual, as they go about their daily lives – generally people who are confident in their health and that of their loved ones. Other visitors will be cautious and nervous. They will be doing everything in their power to ensure they have safe encounters. It’s a true dichotomy – and one that is likely to continue for quite some time to come.
Humanity has been ‘on alert’ for quite a while. We have been trained to take personal responsibility but also to expect and demand great responsibility of others. The idea of the Collective Good has been honoured the world over and any lapses that potentially jeopardize the vulnerable in our society will not be tolerated.
Expect a rise in complaints or perhaps, more correctly, observations, comments and suggestions from your visitors. People will feel they can and should draw your attention to any perceived gaps, oversights, poor practice, areas of risk. Try to anticipate all potential areas in advance and also have anticipated how you and your team will deal with any issues that arise. Issues negatively affect the visitor experience, also risk an appearance on social media and take the time of you and your team to investigate, follow-up and reassure again.
Social media is already alive with photos of people and places perceived not to be observing ‘the rules’. There is lots of conjecture and opinion around procedures that may or may not be in place. The public is also concerned about prices hikes, value for money and areas of inconvenience such as queuing.
Reassure your Visitor on 3 Key Fronts
7 Tips for Good Reassurance Messaging
Above all, avoid blindly adopting the language and tone of national guidelines into the communications with your visitor. Your relationship with your visitor is different to our government’s relationship with the public and your language, tone and look-and-feel should reflect that. The content may be the same but the key task for tourism and hospitality is to ‘translate’ the language of the medical, legal and regulatory worlds into the language of welcome, reassurance and trust.
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