Just a few days ago the Northeast experienced a snowstorm like I haven’t seen in some time. We had more snow than I’ve seen (and shoveled) in quite a few years (we had about 2.5 feet), and as beautiful as it was it made for some big issues. Yes, I grew up with some bigger storms and I know that some people deal with way more snow than what I did on Wednesday and Thursday morning on a regular basis, but whether you’re used to lots of snow or not, when mother nature takes control things in our human world often go wrong. So today based on some of the issues that I saw, I thought I’d share a few lessons that business owners could learn from for the next time they’re faced with a crisis or the unknown.
First, weather is tricky because even with all the technology we’ve got the end result is still really a guess. Add to that the variable of humans and their interpretations, and you’ve got some serious questions and unknowns. It’s frequently said that the weather industry is the one that you can make mistakes in and not lose your job over it. While it’s probably not OK for you to be frequently wrong and give your customers a less-than-perfect product or advice that’s not helpful or accurate, there has to be some margin of error considered and understood. The weather people have good enough technology that they can tell us when something is likely on the way, but they can’t totally provide how much or what everyone is going to get or exactly how a storm will play out.
How does this apply for other businesses and industries? It starts with something as simple as being honest with your customers and letting them know that you’ll always have them and their needs and their best interests at the forefront of what you do, and always strive to bring them the best experience and products/services possible. But also that you’re not perfect and sometimes things are outside of your control, and when those things happen you’ll be up front with them and let them know what’s going on, and do your very best to rectify the issue as soon as possible. Which brings us to the second point.
The second thing to consider is with regards to communication. Sometimes I feel that things are very well communicated, and other times I wonder what people were thinking! The issue that business owners really need to consider is the fact that there are so many free resources (and other resources) they could tap into to provide the very necessary information to the general public and the specific people who need those updates, yet they weren’t being used. There were lots of electric road signs on the highways that could have shared updated information about the roads ahead yet all they did was warn of winter weather and to drive safe. There are free social media accounts, emails/newsletters, blogs and websites that could have been used to post updates about power failures, garbage/recycle pickup, blocked roads, detours and openings/closings, providing information in a timely manner and all in one place, but they weren’t. These updates don’t take a long time to do, and don’t have to be extremely detailed, but they can be invaluable to people.
For businesses, yes, you should post that you’re open or closed or if there are weather related issues, and you should be in communication with your team so that they know what’s going on. You should also communicate with your team when it comes to serious weather about the policies that you’ve got for whether you’re open or not and if there are people who are specifically willing to work in serious weather if need be. Weather challenges also provide a reason to have an online presence and to sell something online if possible. With countless people stuck inside instead of out doing their usual activities, they’ve got time to read emails, peruse websites or apps and shop.
While I don’t think you need to be perfect or communicate every little detail about your businesses (although sometimes that can be fun!), especially when things are challenging or dangerous for people it’s important to be on top of your communication and not only give specific instructions regarding what to do now and during the danger/challenge/storm, but also be in communication about what comes next. What have you learned for your business from weather challenges?