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Professional Focus: Communicating with customers in difficult and uncertain times


Publication date:

09 June 2020

Last updated:

09 June 2020


Professional Focus, Jeff Heasman LL.B, LL.M, PGCertCELTA, MBPA, Founder & Managing Director, Insurance Upskill

The spread of COVID-19 has created difficult and uncertain times for customers and the insurance sector.

Customer anxiety is heightened. The sector is under pressure. There are conflicting news stories about what insurance will or will not cover. Never has communication to customers been more important. 

Communicating in such difficult and uncertain times requires skill in what to say but also what not to say. Skill in how to deliver the message or how not to deliver the message. This lecture will provide a strategy on how to communicate with customers in the current climate in a way that will reduce anxiety, provide clarity and keep the customers onboard.


Learning Objectives:

  • Understand how to communicate with customers at times of difficulty and uncertainty
  • Identify the language and communication methods most suitable for your customers
  • Implement a strategy to communicate in a way that provides clarity and reassurance to customers and keeps them onboard


This document is believed to be accurate but is not intended as a basis of knowledge upon which advice can be given. Neither the author (personal or corporate), the CII group, local institute or Society, or any of the officers or employees of those organisations accept any responsibility for any loss occasioned to any person acting or refraining from action as a result of the data or opinions included in this material. Opinions expressed are those of the author or authors and not necessarily those of the CII group, local institutes, or Societies.