In business, crises are inevitable; every company will face them. And whether they’re global, regional, or company-wide, they will have an impact on your customers. That’s why, during times of crisis, prioritizing the customer experience is more crucial than ever. So, how can businesses do that?

Hubspot chatted with Senior Corporate Communications Manager Ellie Flanagan about what crisis communications look like, how to prepare as a company, and why being #CustomerFirst means doing the right thing — even when it’s hard.