Last updated - November 24, 2023
When updating your website, it might not always go to plan. Lots of unexpected things can happen, so it’s important to make sure your infrastructure is up to scratch in case of an outage.
For instance, WordPress websites can be difficult to maintain, but a great solution to this is the WordPress Bedrock project, which takes an innovative approach to site maintenance.
Maximizing uptime can also be achieved through regular audits of backend and frontend software, ensuring smooth and uninterrupted service. You can learn how to conduct a high-quality website audit using our previously published guide.
However, not every outage is avoidable, even with the best will in the world. So, when one does strike, effective communication is key to keeping your customers informed and making sure they don’t lose faith in your brand. You can use various channels to do this, such as social media, email, and text messages.
In this blog post, we’ll explore how to effectively communicate with customers during an outage, including the different channels available, customer communication strategies, and some useful case studies to take inspiration from.
Why Communication During Outages Is Critical
During website outages, effective communication strategies can alleviate customer frustration and help maintain trust in your brand.
Here are some of the main reasons why communication is key.
It minimizes customer frustration
Effective communication strategies can help lessen frustration and safeguard customer confidence in your business.
To expedite issue resolution and minimize downtime, it might be helpful to hire JavaScript developers or other experts who specialize in website maintenance and troubleshooting.
With a dedicated team of professionals, you can ensure technical issues are addressed promptly, reducing customer frustration and enhancing their overall experience—especially if you keep them in the loop throughout.
It keeps customers informed
Proactive communication shows your dedication to providing the best customer experience—even during downtime.
It preserves customer satisfaction
Clear and concise communication also helps manage customer expectations and reduce dissatisfaction.
It prioritizes the impact on customers
A solid outage communication plan ensures customers feel supported and well-informed throughout. This says that even in a crisis, your customers continue to be your priority.
It prevents reputational damage
By demonstrating your commitment to addressing issues and maintaining open lines of communication, you preserve your brand’s reputation and integrity and reinforce customer loyalty.
Different Communication Channels to Use During an Outage
When it comes to communicating with customers during an outage, there are a number of channels you can use to effectively reach your audience.
Here are a few communication strategies to consider.
Email allows you to send updates and notifications to customers who’ve signed up for your mailing list. This enables you to provide detailed information about the outage and share any expected timeframes for resolution.
Social media
Social media platforms like Twitter and Facebook can also be incredibly useful when it comes to communicating with customers during an outage. You can post updates and respond to customer inquiries in real-time, keeping your audience informed every step of the way.
Phone
Some customers prefer to speak with you directly. Having a phone number available for them to call during an outage can be a reassuring option for those who want to talk with a human agent.
Website notifications
Even if your website is down, you may still be able to communicate with customers who are trying to access it by placing a notification on your site. This will alert visitors to the issue and can provide updates on any progress made toward resolving it. A lot of businesses put too much focus on development and, subsequently, fall short when it comes to maintenance features like notifications.
SMS alerts
For those who’ve opted in, sending text messages to customers can be a great way to provide real-time updates. This can be especially useful in the case of urgent or time-sensitive outages.
Key Information to Include in Outage and Post-Outage Communications
When communicating with customers during a website outage, it’s important to keep them informed about what’s going on and minimize the impact it has on their experience.
During an outage, it’s also important to provide updates on the progress of resolving the issue and inform customers about any product updates or improvements that may result from the incident.
Here are some key pieces of information to include in your communications.
1. Acknowledge the issue. Start by acknowledging the website outage and the impact it may have on your customers. Let them know you’re aware of the problem and are working to resolve it.
2. Provide regular updates. Throughout the outage, provide regular updates on the status of the issue and what you’re doing to fix it. This will keep customers informed and help manage their expectations.
3. Estimate the downtime. Be transparent about how long you expect the outage to last. This will help customers plan accordingly and know when they can expect to access your website again.
4. Offer alternative channels. If possible, offer alternative channels for customers to access the services or products they need. This could be through social media, email, or phone support.
Case Studies
Amazon Web Services
When Amazon Web Services experienced a major outage in 2017, the company was quick to communicate with its customers. It provided regular updates via its status page, social media, and email, and offered workarounds for affected customers. As a result, Amazon’s customers felt informed and supported during the outage.
An outage in Amazon Web Services (AWS) was a big deal as it had the potential to profoundly impact the businesses that depended on it for their cloud services, resulting in downtime and disruptions. (Products like Magento cloud hosting offer zero downtime scalability, which is another option for cloud services.)
You can read details on the cause of the outage and Amazon’s response here.
Netflix
When Netflix experienced an outage on Christmas Eve in 2012, the company used humor to communicate with its customers. They acknowledged the issue and apologized for ruining their customers’ holiday plans but also offered up some festive alternatives.
This is an example of a business being creative in the way they approach customer service during an outage. This article from Netflix offers a timeline of the event and is an insightful read for businesses trying to learn from others’ mistakes.
Final Words
Effective communication during website outages is critical for maintaining customer trust and minimizing frustration. By acknowledging the issue, providing regular updates, estimating likely downtime, and offering alternative channels, businesses can keep customers informed and supported.
Case studies from Amazon Web Services and Netflix showcase the importance of transparent communication and creative approaches to customer service during outages.
Moving forward, businesses should focus on maintaining website infrastructure, conducting regular audits, and exploring innovative website maintenance solutions. By prioritizing effective communication and leveraging insights from past experiences, they can navigate outages with success and uphold customer satisfaction.
