In the fast-paced modern world where technology services are critical to business operations, experiencing an outage can be a challenging situation for businesses, users and customers. How a company communicates during system outages can make a significant difference in customer satisfaction and trust. Learn how the 5 Cs of effective outage communication provide a strategic blueprint for companies to navigate these challenging events with transparency and professionalism.
Use clear communication
The cornerstone of effective outage communication is clarity. Users need to understand what has happened, why it occurred, and how it affects them. When crafting outage messages, use clear and concise language, avoiding technical jargon that might confuse non-technical users. Clearly state the impact on services and, if possible, provide an estimated time for resolution (or indicate when another update can be expected). Transparency builds trust, and customers appreciate honesty about the situation.
Example: "We are currently experiencing technical difficulties with email services, impacting our ability to send outbound email to certain email domains. Our team is actively working to resolve the issue, and we will provide another update within 30 minutes."
Send consistent messaging
Consistency in communication during outages is key to avoid confusion and frustration among users. Ensure that the messages you send are consistent across all communication channels, including email/SMS notifications, chat messages (e.g. Slack, Teams), and social media updates (e.g. Twitter). This prevents conflicting information and provides a unified front throughout issue resolution. Consistency helps users feel informed and reduces anxiety about the outage.
Example: "We have identified the issue with email deliverability to certain email domains and are working to implement a fix. We will continue to provide updates through our status dashboard, and all communication channels. Thank you for your continued patience while we resolve this issue."
Provide comprehensive updates
In the midst of an outage, users seek detailed information about the ongoing situation. Providing comprehensive updates at regular intervals is essential. Offer insights into the progress made, challenges encountered, and the current status of the resolution efforts. This ensures that users stay well-informed and reassured, even if the situation persists longer than initially anticipated.
Example: "The issue with email deliverability is still being investigated. We have engaged with our email provider as well as internal email and DNS subject matter experts (SMEs) to assist in troubleshooting the issue and resolution remains our top priority. We will provide another update within 30 minutes."
Build a cohesive event timeline
During an outage, users appreciate a structured account of the event situation and where you currently are in the resolution process. For example, event timelines typically move through: investigating → identified → monitoring → resolved. Utilizing a standardized process with set nomenclature (and letting users know where you are in the process) can help to set their expectations appropriately, and reduce anxiety.
Example: "The cause of the issue with email deliverability has been identified and we are currently working to implement a fix. We will provide another update within 30 minutes."
Speak with candor
Honesty is crucial during outages. Users appreciate transparency regarding the cause of the issue, steps being taken to resolve it, and preventive measures being implemented to avoid similar problems in the future. Admitting mistakes and demonstrating a commitment to improvement builds credibility and fosters a positive relationship between a company, and its users and customers.
Example: "The issue with email deliverability has been resolved. The issue was caused by the failure of one of our downstream SMTP servers leading to non-deliverability of email to certain email domains. We will be conducting and publishing a post-mortem analysis to ensure this particular issue does not recur. Once complete, we will publish the results of the post-mortem on our status dashboard, as well as any corrective actions taken."