Using Technology in a Crisis
In our everyday lives, we don't think much about the ease of firing off a text, reading the latest in the Twittersphere, or checking the balance in our account. These are all fast, easy, and practically second nature to us. Things haven't always been this way. The days of drive-through service and writing checks seem long ago, and much has changed courtesy of the technology boom.
When Hurricane Katrina devasted the Gulf Coast in 2005, most people had cell phones. The storm rendered cell towers inoperable, so calls via cell phones were not an option. Texting was in its early stages and not yet recognized as a reliable and ubiquitous communication channel. Most phones had limited texting capability, and then it was awkward, time-consuming, and tedious at best.
Communication availability and reliability have greatly improved since those dark days. But recent disasters, including Hurricane Ida, remind us that cell phone networks' service interruptions remain a problem. Such service interruptions mean your credit union may also be without its standard ways of operating.
This article offers suggestions for using available technological tools when a crisis happens. Our real-life experience managing the enormity of communication challenges post-Katrina taught us to seek multiple ways to share information and target the groups receiving it.
We counsel clients to keep their people first and foremost in times of crisis. Is your team safe? Do they need any assistance? How would they ask for help? How will you let them know assistance is available? Meeting the needs of employees will help keep your credit union operating during difficult times. Keeping them informed on status updates regarding operations is also a must. They will need regular updates to reassure them that the credit union will weather whatever calamity has come its way.
Connecting with your employees can happen in several ways – email, text, phone calls, or intranet. Take the time to create a short video. Even one recorded on your phone will go a long way in calming fears and building trust. Recent research showed that employees whose company kept them informed via videos during the pandemic felt more secure in their jobs and confident in the overall recovery of their company post-COVID.
Once you are sure your employees are safe, you can focus on your credit union members. These two audiences may have several commonalities. But keep in mind that the messages to your internal and external audiences will be different. The growth of social media utilization can be a lifesaver in reaching your customers.
Communications Audit
An audit of your communication function may be in order. We suggest our clients perform this in-depth look periodically and not just when a crisis looms. Spending time analyzing channels, messages, and schedules now will pay great benefits later should your credit union face an emergency.
As part of this audit, consider both your employees and members of your credit union. Your responsibility to each is equally important, but each will have a different focus. Employees' information needs will include other items than those for your members.
As a leader in your credit union, you'll have plenty to do should a crisis occur. Delegating and advance planning will be a significant help to you. As part of your communication audit, have communication roles and responsibilities identified and that information shared with team members responsible for enacting the plan.
Break down the communication tasks into these basic categories:
Who: Who is responsible for updating the digital communication channels?
- This can be your staff communication lead, outside agency partners, or someone you assign.
- They will need regular updates on key messages and timing for updates.
Where: Where is your credit union represented online?
- All social media channels should be updated and monitored. Monitor other sites for mentions of your credit union as well.
- If main and branch locations are listed on Google My Business, ensure days and hours of operation are updated.
- Work with your web team or outside partner to have your website ready to activate a public-facing crisis-related page if necessary.
- Remember
to keep team members updated via your....-->
In our everyday lives, we don't think much about the ease of firing off a text, reading the latest in the Twittersphere, or checking the balance in our account. These are all fast, easy, and practically second nature to us. Things haven't always been this way. The days of drive-through service and writing checks seem long ago, and much has changed courtesy of the technology boom.
When Hu...