Use data from social media, web traffic and e-listening to understand customers' needs and evaluate their experience.

Organize content based on how your customer is looking for it, rather than how you're organised internally - DuPont brought all its Covid information together in one place.

Use online digital metrics and tracking tools to understand how customers are interacting with your website and social content, then optimise based on this.

Use different tools to convey information more effectively, whether infographics, storytelling video or educational/technical productions

Speed matters in a crisis: Focus on publishing content fast, rather than delaying to make it perfect.