Communicating with customers during natural disasters


In Southeast Asia, natural disasters are not rare interruptions – they’re part of the operating environment. Whether it’s floods, typhoons, or earthquakes, these events disrupt infrastructure, displace communities, and heighten the need for clear, timely, and human communication.

In moments like these, customers aren’t looking for polish – they’re looking for reassurance. They want to know what’s happening, what help is available, and that they haven’t been forgotten.

What effective crisis communication looks like:

  • Preparation is essential. The most effective responses don’t start when the crisis hits. They’re grounded in clear protocols, pre-approved messages, and teams that know their roles.
  • Messages need to be simple and empathetic. Stress affects how people process information. Clear, jargon-free updates delivered in a calm and human tone help cut through confusion.
  • Safety and Care are always the two most important messages – are people safe? How are you ensuring safety? How are you caring for those impacted? Where can they get help?
  • Channels must be flexible. Power and internet outages are common. A good communication strategy blends digital platforms with SMS, radio, printed notices, and community partnerships to ensure messages get through.
  • Recovery matters too. After the immediate danger has passed, follow-up communication helps restore confidence. Sharing practical information and showing how you’re supporting recovery can deepen trust.

In disaster-prone regions, communication planning can’t be a nice-to-have. It must be part of core operations, embedded across teams – from customer service and digital to HR and frontline field staff.

The most resilient organisations are not those with the flashiest tools or the biggest budgets. They are the ones that take the time to understand how people experience crisis, and how communication can be used to help – not just to inform, but to support, guide, and connect.

We’ve seen that when communication is done well, it becomes more than an update. In a crisis, what you say – and how you say it – can make all the difference.