A Guest Blog from our Partner & Industry Expert
I live in Florida, and this is an all too recognizable scenario – a hurricane is coming and we as residents are panicking as the power lines are down. Will our providers send the right message at the right time—or will we be left in the dark? In moments of chaos, communication isn’t just important—it’s EVERYTHING. Read on to hear my personal take on why crisis communication isn’t just a corporate checklist but a fundamental part of building trust.Crisis Communications: A Personal Perspective
When Hurricanes Helene and Milton struck, my family and I had to evacuate. Our home was flooded, and we were displaced for months. It was a nightmare to say the very least. The way companies communicated with us made all the difference. Some added to the stress, while others provided clarity and a sense of control.
That experience reinforced a vital truth for me: in times of crisis, communication isn’t just about relaying facts—it’s about reassuring people. Whether it’s a hurricane, a financial crisis, or a service outage, customers don’t just need information; they need to know that companies they have to deal with, have their back.
Why Crisis Communications Matter for CX
I’ve seen firsthand how crisis communications shape customer relationships. It’s beyond just damage control; it’s about proving that your company genuinely cares. If you go silent or send out robotic messages, trust erodes. If you communicate clearly and show empathy, people remember and they stay loyal.
CX is all about perception. In a crisis, those perceptions are magnified. You can either step up and become the company people rely on, or you can disappear and lose them forever. The choice is yours.
How To Get It Right
When a crisis hits, customers turn to you for reassurance. If you fumble, you make an already stressful situation worse. I’ve found that the best crisis communication boils down to three key things:
- Be Quick, But Don’t Rush – People want information fast, but accuracy matters. Get ahead of the chaos without spreading misinformation.
- Be Human – No one wants to read a corporate jargon-filled statement when their power is out or they can’t access their bank account. Speak like a real person.
- Be Consistent – Uncertainty fuels anxiety. If your messaging is scattered or contradicts itself, customers lose trust fast.
Here’s how different industries can do it well:
- Banks: When customers are worried about their money, they need clear, reassuring updates. Let them know what’s happening and what steps they can take.
- Insurance Providers: Simplify the claims process. No one wants to wade through legalese when their home just flooded.
- Utilities: Power outages are frustrating, but clear updates on restoration efforts can make all the difference.
How To Keep Customers On Your Side
I’m a big fan of the SCARF model—it’s a great way to make sure your crisis communication actually resonates. Here’s how I apply it:
- Status: Acknowledge customers’ frustrations and let them know they matter.
- Certainty: Give clear timelines and next steps. “We’re working on it” isn’t enough.
- Autonomy: Provide self-service options so customers don’t feel helpless.
- Relatedness: Show empathy, making it clear that you understand what they’re going through.
- Fairness: Be honest about what’s happening and how you’re handling it.
Don’t just send messages; make customers feel heard and supported.
Learning From Every Crisis
One thing I’ve learned? The post-crisis phase is just as important as the crisis itself. Once the dust settles, people remember how they were treated.
Follow-ups, thank-you messages, and transparent debriefs go a long way in reinforcing trust. Instead of moving on like nothing happened, take the opportunity to check in with customers, gather feedback, and make improvements. That’s how you turn a crisis into a long-term CX and loyalty win.
My Final Thoughts
Crises are unavoidable. But how we handle them? That’s entirely in our control. A well-thought-out crisis communication strategy is good business AND it’s about doing right by the people who count on you. If you can communicate with speed, honesty, and empathy, you’ll weather the storm, coming out stronger on the other side.
