Thomas Cook used to deal with incidents and crises the traditional way - lots of conference calls and with teams spread across 12 countries, language could be a major issue. As Carol explains, “If English wasn’t your first language, conference calls could get difficult and there’d have to be follow ups on email; there could be failures on email as well if people didn’t receive the information or if distribution lists had changed. So conference calls were the quickest way to ensure everybody had the same information at the same time but the result was that a lot was lost in translation.