During a crisis like COVID-19, managing support communications effectively is crucial to maintaining customer trust and satisfaction. To achieve this, proactive messaging can help reduce the Support team's load while providing customers with fast, transparent answers. It's essential to make every message count by being respectful of people's time and needs, defining customers' needs upfront, segmenting specific groups, sending messages in context when needed, practicing email etiquette, focusing on customers' needs, preparing for an influx of replies, responding to inbound conversations with empathy, relying on bots where humans aren't needed, and providing support to the Support team as well. By following these tips, businesses can ensure they're supporting their customers efficiently and empathetically during a challenging time.