When a customer has an urgent need and goes online to search for answers, that creates a pivotal moment for your business. In a time of crisis, your website needs to be prepared to quickly update the information on your website. But when a crisis passes, can your customers trust you to always give them the official answers they need, when they need them?

In this whitepaper, you'll discover:

• How a brand's ability to deliver answers online impacts consumer trust

• How customers' heightened emotional responses during a crisis can permanently alter their perception of your brand

• Tips to ensure your website's search functionality is optimized to discern a customer's true intent when they ask a question