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9.08082 4.15245 9.39202 4.03805C9.70322 3.92125 10.048 4.08285 10.1624 4.39325C11.0656 6.84205 13.0656 7.39805 13.1496 7.42045C13.4144 7.49085 13.5992 7.73085 13.5976 8.00365C13.596 8.27725 13.412 8.51565 13.1464 8.58285C13.0648 8.60445 11.0656 9.16045 10.1624 11.6092C10.0728 11.8516 9.84402 12.0012 9.59922 12.0012L9.60002 11.9996Z" fill="currentColor"></path></svg><div class="hidden md:flex absolute whitespace-nowrap items-center gap-2 top-0 text-xs text-white px-3 py-2 bg-surface-invert rounded-lg pointer-events-none translate-y-[-40px] transition opacity-0 group-hover/button:opacity-100">All posts<kbd class="flex items-center justify-center uppercase hs-5 text-[10px] px-1 rounded border border-stroke-invert text-content-secondary-invert">Esc</kbd></div></button></div><div class="flex flex-col gap-8 max-lg:hidden"><ul class="flex flex-col text-body-sm"><li class="flex flex-col gap-3 relative group"><a class="block flex items-center transition text-pretty py-2 hover:text-alarmalade-500" href="#content-top">Driving a customer-focused incident response process</a></li><li class="flex flex-col gap-3 relative group"><a class="flex items-center transition text-pretty py-2 hover:text-alarmalade-500" href="#what-happens-when-it-goes-wrong">🙀 What happens when it goes wrong?</a></li><li class="flex flex-col gap-3 relative group"><a class="flex items-center transition text-pretty py-2 hover:text-alarmalade-500" href="#make-communication-a-mandatory-part-of-response">📣 Make communication a mandatory part of response</a></li><li class="flex flex-col gap-3 relative group"><a class="flex items-center transition text-pretty py-2 hover:text-alarmalade-500" href="#learn-from-your-customer">👂 Learn from your customer</a></li><li class="flex flex-col gap-3 relative group"><a class="flex items-center transition text-pretty py-2 hover:text-alarmalade-500" href="#️be-flexible">🤸‍♀️ Be flexible</a></li><li class="flex flex-col gap-3 relative group"><a class="flex items-center transition text-pretty py-2 hover:text-alarmalade-500" href="#conclusion">Conclusion</a></li></ul></div></div><div class="lg:max-w-[788px] grow flex flex-col gap-4 lg:gap-10" id="content-top"><div class="flex flex-col gap-4"><div class="flex flex-col gap-2"><h1 class="text-h3 text-balance">Driving a customer-focused incident response process</h1></div><div class="flex flex-col gap-2 md:flex-row justify-between mt-auto"><div class="flex items-center gap-2"><span class="flex items-center gap-2"><div class="size-[22px] rounded-full overflow-hidden shrink-0"></div><a class="text-body-sm-emphasis leading-[1.1] w-min sm:w-auto transition hover:text-alarmalade-500" href="/blog/author/martha">Martha Lambert</a></span></div><div class="text-body-sm text-content-secondary">August 4, 2022<span> — <!-- -->8 min read</span></div></div></div><div class="relative"><span class="relative overflow-hidden block align-top transition-opacity opacity-0 w-full rounded-lg"><img alt="" width="4800" height="1680" decoding="async" data-nimg="1" class="!m-0 w-full h-full object-cover" style="color:transparent;view-transition-name:blog-customer-focused-incident-response" sizes="100vw" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=60&amp;q=75 60w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=64&amp;q=75 64w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=96&amp;q=75 96w, 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/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=750&amp;q=75 750w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=828&amp;q=75 828w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=1080&amp;q=75 1080w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=1200&amp;q=75 1200w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=1920&amp;q=75 1920w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=2048&amp;q=75 2048w, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=3840&amp;q=75 3840w" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fdc132a7089070f78469c3a934e56dfcf9bf370cc-4800x1680.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=3840&amp;q=75"/></span></div><div class="prose prose-orange text-body max-w-none mb-6"><p class="">Deep into an incident, Slack firing, up to your ears in decisions, not sure where to turn next?</p><p class="">It’s easy for external communication with your customers to fall far down the list of priorities in these moments.</p><p class="">However, these are the <strong>exact</strong> situations where comms are vital, and where underestimating their importance can having damaging and lasting effects on your organization.</p><p class="">A quick look at social media will show the stark difference in sentiment towards companies that communicate well when things go wrong, and those who don’t. Handling each step of the <a href="https://incident.io/blog/what-is-the-incident-response-process" target="_blank" rel="noopener noreferrer" class=""><span style="text-decoration:underline">incident response lifecycle</span></a> well is one of the best opportunities you&#x27;ll have to build trust and strengthen the relationship between you and your customers.</p><h2 id="what-happens-when-it-goes-wrong" class=""><a class="heading-link" href="#what-happens-when-it-goes-wrong"><span class="icon icon-link"></span></a>🙀 What happens when it goes wrong?</h2><p class="">Let’s take a look at <a href="https://newsletter.pragmaticengineer.com/p/scoop-atlassian" target="_blank" rel="noopener noreferrer" class="">Atlassian’s recent outage</a>.</p><p class="">Following a migration that went badly wrong, around 400 companies with anywhere from 50,000 to 800,000 users were suddenly left with no access to any Atlassian services (think Jira, Confluence, Opsgenie, and Statuspage).</p><p class="">Whilst it’s good to analyse how to prevent incidents like this, in these situations it’s not what goes wrong, but how you deal with it that will come to define you as a company.</p><p class="">The communication breakdown that followed in the next fortnight was where it all went wrong for Atlassian.</p><p class="">We’ll dive into a few core mistakes they made along the way, and how a customer-centric response process will avoid these.</p><h2 id="make-communication-a-mandatory-part-of-response" class=""><a class="heading-link" href="#make-communication-a-mandatory-part-of-response"><span class="icon icon-link"></span></a>📣 Make communication a mandatory part of response</h2><p class="">During Atlassian’s outage, there were <strong>8 days</strong> without clear and transparent communication on what went wrong, for who, and how they were going to fix it.</p><p class="">It was only on day 4 that they acknowledged it on Twitter. After this update, they went silent for another 5 days.</p><div><div class="rawhtml"><blockquote class="twitter-tweet"><p lang="en" dir="ltr">While running a maintenance script, a small number of sites were disabled unintentionally. We’re sorry for the frustration this incident is causing and we are continuing to move through the various stages for restoration. [1/3]</p>&mdash; Atlassian (@Atlassian) <a href="https://twitter.com/Atlassian/status/1511870509973090304?ref_src=twsrc%5Etfw">April 7, 2022</a></blockquote></div></div><p class="">How did they manage to go so long without a useful update? It feels ridiculous, but if communication isn’t integral to your process, it’s surprising how easily it slips, with everyone heads down, thinking someone else will handle it.</p><p class="">External updates and <a href="https://incident.io/incident-response-slack" target="_blank" rel="noopener noreferrer" class=""><span style="text-decoration:underline">incident response automation</span></a> should be so baked into your incident process that they&#x27;re impossible to avoid.</p><p class="">Here are some ways we’ve made this second nature during incident response:</p><ul><li><strong>A Communications Lead role</strong> For incidents of a certain scale or severity, we make it mandatory to have a communications lead. For smaller incidents this could be the incident lead, but in larger ones it’s useful to have a dedicated person tracking the status of external updates. Depending on the scale and type of the incident, this could be anyone from an engineer, a customer support rep, or even someone from the PR team. Having a single person responsible means no-one falls into the trap of thinking someone else is on it.</li><li><strong>Involve someone close to customers</strong> It’s vital to involve someone with direct insight into the customer(s) affected in your incident. Engineers here at <a href="https://incident.io" target="_blank" rel="noopener noreferrer" class="">incident.io</a> communicate directly with our users. This isn’t the case everywhere, and in these situations it’s important to loop someone in who has empathy for the people affected. Incident channels should not be exclusive to engineers discussing the deep technicalities of a problem.</li><li><strong>Don’t wait until you have all the information</strong> Proactive <a href="https://incident.io/blog/incident-communication-strategies" target="_blank" rel="noopener noreferrer" class="">incident communication</a> is best. People always appreciate a “we’ve seen something went wrong, we don’t know why, but we’re on it” message. You don’t need to wait for all the information before sending an update, as this will often delay things further. Opening a channel of communication early can mean you learn more useful information from the customer about what went wrong. Once the conversation exists, it’s a nice reminder to send small updates as and when you have them.</li></ul><h2 id="learn-from-your-customer" class=""><a class="heading-link" href="#learn-from-your-customer"><span class="icon icon-link"></span></a>👂 Learn from your customer</h2><div class="callout"><p class="">Your core objective should always be to minimise customer impact. This doesn’t necessarily align with shortest time to a technical fix.</p></div><p class=""><strong>Let’s take Atlassian’s example.</strong></p><p class="">They prioritised getting all their services back on track for all their customers as soon as possible. Sounds like a pretty sensible goal, right?</p><p class="">In reality, they missed a chance to minimise customer impact by not involving their users until far too late in the process. Not all product areas are equal in impact for all customers. For some businesses, having a fix for Opsgenie would rank far above their other services. For others, having an export of raw data would have allowed them to manage for much longer with no access to Jira.</p><p class="">Whilst tailoring your response to the customer can increase time to fix, it can significantly reduce the negative impact.</p><p class="">So, how do you work out what route to take when you have multiple available?</p><p class=""><strong>Ask your customer!</strong> Customer needs are complex and varied. If your incident has multiple options with various pros and cons, this is an excellent signal that it’s time to involve your customer. They have the best idea of what impacts them the most and why, and involving them at this stage demonstrates that you care about their experience. It’s really important to know your audience here. Including specific details about what went wrong and why goes a long way for fostering a sense of transparency. Just make sure you’re pitching the details at the right level of technicality.</p><h2 id="️be-flexible" class=""><a class="heading-link" href="#️be-flexible"><span class="icon icon-link"></span></a>🤸‍♀️ Be flexible</h2><p class="">Incidents are unexpected by nature, so a rigid approach to the type and timeline of your communication won’t work.</p><p class="">Striking the right level of transparency is difficult. When incidents occur it’s important to be honest about them, but you don’t want to worry other customers over something that isn’t affecting them.</p><p class="">For small incidents involving just one customer, there&#x27;s no need to tell everyone. Instead, create a shred comms channel, and provide frequent direct updates.</p><p class="">On the other extreme, for incidents affecting everyone, it’s important to have public updates. Ensure you’re keeping an up to date status page. A good rule of thumb is that if people are tweeting asking you if you’re down, you should probably have shared a status update.</p><div><div class="rawhtml"><blockquote class="twitter-tweet"><p lang="en" dir="ltr">*half the internet on fire*<br>*aws dns issues*<br><br>AWS status page: <a href="https://t.co/lZ5rEciDqm">pic.twitter.com/lZ5rEciDqm</a></p>&mdash; I Am Devloper (@iamdevloper) <a href="https://twitter.com/iamdevloper/status/1530077071703441409?ref_src=twsrc%5Etfw">May 27, 2022</a></blockquote> </div></div><p class="">The in-between state can be more complex - for incidents affecting a specific subcategory of people should you go public or lock things down? There isn’t a clear answer here, but as communication becomes a core part of your response, it can become clearer. Having the <em>communications lead</em> role we mentioned above is a great way to trigger these conversations and make those involved think about the best way to tell people about this.</p><div class="callout"><p class="">💡 While transparency is always a good default, sensitive incidents involving security or data privacy require some nuance. Seek a second opinion before sharing comms in these scenarios.</p></div><h2 id="conclusion" class=""><a class="heading-link" href="#conclusion"><span class="icon icon-link"></span></a>Conclusion</h2><p class="">As you introduce tactics like these, your <a href="https://incident.io/blog/how-to-build-a-strong-incident-response-process" target="_blank" rel="noopener noreferrer" class=""><span style="text-decoration:underline">incident response process</span></a> will naturally shift towards being customer-centric, with comms becoming second nature.</p><p class="">Ultimately, customers are who we are writing our code for, so keeping them in the loop to what’s going on is a really sensible way to foster trust.</p><p class="">On day 9 of Atlassian’s outage, the CTO posted a long article detailing what had gone wrong and why it had taken so long to fix, providing clear timelines about when to expect restored services. The change in the tone from the users was huge, anger from Twitter was quickly replaced with understanding and empathy (alongside some more questions). 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fa7e8493e76844447f158be56ed4ee232ac4a39d3-500x500.png%3Fw%3D250%26h%3D250%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=256&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fa7e8493e76844447f158be56ed4ee232ac4a39d3-500x500.png%3Fw%3D250%26h%3D250%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=640&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fa7e8493e76844447f158be56ed4ee232ac4a39d3-500x500.png%3Fw%3D250%26h%3D250%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=640&amp;q=75"/></span><div class="text-pretty"><div class="text-content-primary text-body-emphasis">Martha Lambert</div><div class="text-alarmalade-600 text-body-xs">Product Engineer</div></div></div><a class="relative inline-flex gap-2 items-center justify-center rounded-full focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-offset-2 disabled:opacity-60 group/button cursor-pointer transition-[color,background-color,border-color,opacity,transform] border border-stroke-primary hover:border-stroke-hover text-content-primary dark:text-white text-body-emphasis h-[41px] px-4 py-2 max-sm:w-full" href="/blog/author/martha">View more<!-- --> <span class="hidden sm:inline">from <!-- -->Martha</span><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 16 16" fill="none" class="transition ease-in-out inline-block size-5 group-hover/button:translate-x-1"><path d="M12.8 8.59965H3.00002C2.66882 8.59965 2.40002 8.33085 2.40002 7.99965C2.40002 7.66845 2.66882 7.39965 3.00002 7.39965H12.8C13.1312 7.39965 13.4 7.66845 13.4 7.99965C13.4 8.33085 13.1312 8.59965 12.8 8.59965Z" fill="currentColor"></path><path d="M9.60002 11.9996C9.53122 11.9996 9.46082 11.9876 9.39202 11.9628C9.08082 11.8476 8.92242 11.5028 9.03682 11.1924C9.66242 9.49645 10.7328 8.53005 11.5816 8.00045C10.7328 7.47085 9.66322 6.50445 9.03682 4.80845C8.92162 4.49725 9.08082 4.15245 9.39202 4.03805C9.70322 3.92125 10.048 4.08285 10.1624 4.39325C11.0656 6.84205 13.0656 7.39805 13.1496 7.42045C13.4144 7.49085 13.5992 7.73085 13.5976 8.00365C13.596 8.27725 13.412 8.51565 13.1464 8.58285C13.0648 8.60445 11.0656 9.16045 10.1624 11.6092C10.0728 11.8516 9.84402 12.0012 9.59922 12.0012L9.60002 11.9996Z" fill="currentColor"></path></svg></a></div></div></div></section><section class="flex flex-col gap-6"><div class="flex flex-col md:flex-row justify-between gap-4"><h2 class="text-h3">See related articles</h2><a class="relative gap-2 items-center justify-center rounded-full focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-offset-2 disabled:opacity-60 group/button cursor-pointer transition-[color,background-color,border-color,opacity,transform] bg-surface-secondary hover:bg-surface-tertiary active:bg-surface-quaternary text-content-primary text-body-emphasis h-[41px] px-4 py-2 hidden md:block" href="/blog">View all<svg 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fill="currentColor"></path></svg></a></div><div class="grid grid-cols-1 md:grid-cols-2 lg:grid-cols-3 gap-8 md:gap-4"><a id="96c39cdc-e0c8-4ab5-833a-a0b3ddcfb262" class="group flex flex-col" href="/blog/introducing-investigations-powered-by-nexus"><div class="bg-surface-tertiary rounded-lg mb-3 md:mb-6 p-0 relative aspect-video"><span class="block align-top w-full overflow-hidden transition-all ease-in-out duration-300 mx-auto absolute inset-0 group-hover:w-[calc(100%-16px)] group-hover:py-2 [&amp;_img]:transition-all [&amp;_img]:rounded-lg group-hover:[&amp;_img]:rounded"><img alt="Introducing Investigations, powered by Nexus." loading="lazy" width="2400" height="1285" decoding="async" data-nimg="1" class="!m-0 w-full h-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Ffe5cc8a5e40649335c29265f6d423361338262f8-2400x1285.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=3840&amp;q=75 1x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Ffe5cc8a5e40649335c29265f6d423361338262f8-2400x1285.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=3840&amp;q=75"/></span></div><div class="max-w-[546px] grow flex flex-col gap-2"><h3 class="text-h4 text-pretty">Introducing Investigations, powered by Nexus.</h3><p class="text-body-sm line-clamp-2">Today we&#x27;re launching Investigations: agentic root cause analysis that starts the moment you&#x27;re paged, figures out what broke and why, and works with your team through to resolution. Here&#x27;s what we built, what&#x27;s powering it, and why it took some time to get right.</p><div class="flex flex-wrap items-center gap-x-4 gap-y-1"><div class="flex items-center gap-2 flex-wrap"><span class="flex items-center gap-2"><div class="size-[22px] rounded-full overflow-hidden shrink-0"><span class="relative overflow-hidden block align-top"><img alt="Pete Hamilton" loading="lazy" width="100" height="100" decoding="async" data-nimg="1" class="!m-0 w-full h-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2F4884ed999f884514b6fc1571af01407f7c78c286-512x512.png%3Fw%3D100%26h%3D100%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=128&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2F4884ed999f884514b6fc1571af01407f7c78c286-512x512.png%3Fw%3D100%26h%3D100%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=256&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2F4884ed999f884514b6fc1571af01407f7c78c286-512x512.png%3Fw%3D100%26h%3D100%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=256&amp;q=75"/></span></div><span class="text-body-sm-emphasis leading-[1.1]">Pete Hamilton</span></span></div><div class="text-body-sm text-content-secondary">August 5, 2026</div></div></div></a><a id="651de2c6-9c54-4c87-9ddd-0a7f5a01f0ad" class="group flex flex-col" href="/blog/fact-checking-pager-dutys-opsgenie-alternatives-comparison-table"><div class="bg-surface-tertiary rounded-lg mb-3 md:mb-6 p-0 relative aspect-video"><span class="block align-top w-full overflow-hidden transition-all ease-in-out duration-300 mx-auto absolute inset-0 group-hover:w-[calc(100%-16px)] group-hover:py-2 [&amp;_img]:transition-all [&amp;_img]:rounded-lg group-hover:[&amp;_img]:rounded"><img alt="Fact-checking PagerDuty&#x27;s Opsgenie alternatives comparison table" loading="lazy" width="2400" height="1285" decoding="async" data-nimg="1" class="!m-0 w-full h-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Ff159625bf31292b9bc4aec061f1c4962f67575d8-2400x1285.jpg%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=3840&amp;q=75 1x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Ff159625bf31292b9bc4aec061f1c4962f67575d8-2400x1285.jpg%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=3840&amp;q=75"/></span></div><div class="max-w-[546px] grow flex flex-col gap-2"><h3 class="text-h4 text-pretty">Fact-checking PagerDuty&#x27;s Opsgenie alternatives comparison table</h3><p class="text-body-sm line-clamp-2">PagerDuty published a new comparison table about incident.io. Once again, it describes a product we don&#x27;t recognize. So once again, we&#x27;re correcting the record, row by row, with receipts.</p><div class="flex flex-wrap items-center gap-x-4 gap-y-1"><div class="flex items-center gap-2 flex-wrap"><span class="flex items-center gap-2"><div class="size-[22px] rounded-full overflow-hidden shrink-0"><span class="relative overflow-hidden block align-top"><img alt="Tom Wentworth" loading="lazy" width="100" height="100" decoding="async" data-nimg="1" class="!m-0 w-full h-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fce12f50d2315b4542ffb13f281a12222769bf05e-512x512.jpg%3Fw%3D100%26h%3D100%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=128&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fce12f50d2315b4542ffb13f281a12222769bf05e-512x512.jpg%3Fw%3D100%26h%3D100%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=256&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fce12f50d2315b4542ffb13f281a12222769bf05e-512x512.jpg%3Fw%3D100%26h%3D100%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=256&amp;q=75"/></span></div><span class="text-body-sm-emphasis leading-[1.1]">Tom Wentworth</span></span></div><div class="text-body-sm text-content-secondary">July 28, 2026</div></div></div></a><a id="9a857ba5-4802-4914-824c-4d39edf3d2bc" class="group flex flex-col" href="/blog/introducing-the-opsgenie-rescue-program"><div class="bg-surface-tertiary rounded-lg mb-3 md:mb-6 p-0 relative aspect-video"><span class="block align-top w-full overflow-hidden transition-all ease-in-out duration-300 mx-auto absolute inset-0 group-hover:w-[calc(100%-16px)] group-hover:py-2 [&amp;_img]:transition-all [&amp;_img]:rounded-lg group-hover:[&amp;_img]:rounded"><img alt="Your genie is vanishing: introducing the Opsgenie rescue program" loading="lazy" width="2000" height="1125" decoding="async" data-nimg="1" class="!m-0 w-full h-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2F99b4ca44ffdb44a3f5ebac2d9e18dd8044cf3967-2000x1125.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=2048&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2F99b4ca44ffdb44a3f5ebac2d9e18dd8044cf3967-2000x1125.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=3840&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2F99b4ca44ffdb44a3f5ebac2d9e18dd8044cf3967-2000x1125.png%3Fw%3D2000%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=3840&amp;q=75"/></span></div><div class="max-w-[546px] grow flex flex-col gap-2"><h3 class="text-h4 text-pretty">Your genie is vanishing: introducing the Opsgenie rescue program</h3><p class="text-body-sm line-clamp-2">Today, we&#x27;re launching the Opsgenie Rescue Program to make that landing soft: simplified migration and free overlap so you never pay two vendors at once.</p><div class="flex flex-wrap items-center gap-x-4 gap-y-1"><div class="flex items-center gap-2 flex-wrap"><span class="flex items-center gap-2"><div class="size-[22px] rounded-full overflow-hidden shrink-0"><span class="relative overflow-hidden block align-top"><img alt="Tom Wentworth" loading="lazy" width="100" height="100" decoding="async" data-nimg="1" class="!m-0 w-full h-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fce12f50d2315b4542ffb13f281a12222769bf05e-512x512.jpg%3Fw%3D100%26h%3D100%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=128&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Foqy5aexb%2Fproduction%2Fce12f50d2315b4542ffb13f281a12222769bf05e-512x512.jpg%3Fw%3D100%26h%3D100%26q%3D80%26fit%3Dmax%26auto%3Dformat&amp;w=256&amp;q=75 2x" 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1.95 2.021 3.847 3.05 5.762.177.33.392.638.664 1.078.278-.285.499-.494.699-.72q.608-.78 1.305-1.48c.858-.759 1.837-.509 2.286.547q.232.598.343 1.228a66 66 0 0 1 1.509 12.259c.016.812-.048 1.604-.622 2.224-1.29.273-2.019-.428-2.559-1.393-.596-1.065-1.132-2.164-1.763-3.378-.626.854-1.217 1.63-1.773 2.43-.332.479-.651 1.009-1.315.902-.741-.12-1.103-.694-1.26-1.383-.337-1.48-.658-2.961-.98-4.444-.643-2.962-1.302-5.921-1.915-8.89a31 31 0 0 1-.555-3.632c-.045-.521.21-1.067.329-1.6z"></path><defs><clipPath id="server-racks_svg__a"><path fill="#fff" d="M48.644 83.479c0-9.395 7.616-17.012 17.01-17.012h102.878v79.386H48.644z"></path></clipPath><clipPath id="server-racks_svg__b"><path fill="#fff" d="m185.411 28.395 59.945 103.826-32.271 18.632L153.14 47.026z"></path></clipPath></defs></svg><h2 class="text-h3 md:text-h2 text-balance max-w-[588px]">So good, you’ll break things on purpose</h2><p class="text-body md:text-body-lg max-w-[588px]">Ready for modern incident management? Book a call with one of our experts today.</p></div><div class="flex gap-4 flex-col lg:flex-row lg:gap-4"><div class="basis-1/2"><img alt="Signup image" loading="lazy" width="1176" height="641" decoding="async" data-nimg="1" class="w-full h-full object-cover rounded-lg" style="color:transparent" srcSet="/_next/image?url=%2F_next%2Fstatic%2Fimmutable%2Fmedia%2Fsignup-image.1f5nktjcty_re.png&amp;w=1200&amp;q=75 1x, /_next/image?url=%2F_next%2Fstatic%2Fimmutable%2Fmedia%2Fsignup-image.1f5nktjcty_re.png&amp;w=3840&amp;q=75 2x" src="/_next/image?url=%2F_next%2Fstatic%2Fimmutable%2Fmedia%2Fsignup-image.1f5nktjcty_re.png&amp;w=3840&amp;q=75"/></div><div class="basis-1/2 flex flex-col gap-6 bg-surface-secondary rounded-lg p-6"><div class="grow"><h3 class="text-body-emphasis mb-2">We’d love to talk to you about</h3><ul class="flex flex-col gap-2 text-body-serif grow"><li class="flex gap-1"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="21" viewBox="0 0 20 21" fill="none" class="mt-0.5"><path d="M9.14598 14.4365C10.6142 11.6377 12.4682 9.39312 14.6552 7.7673C15.0469 7.47672 15.1281 6.92263 14.8375 6.53205C14.547 6.1403 13.994 6.0603 13.6035 6.34971C11.5753 7.85671 9.81654 9.83428 8.35895 12.2401C7.8025 11.3648 7.19429 10.5978 6.5202 9.92016C6.1755 9.57311 5.61552 9.57312 5.27201 9.91663C4.92614 10.2601 4.92496 10.8201 5.26848 11.1648C6.14727 12.0483 6.90371 13.1165 7.58016 14.4306C7.73191 14.7247 8.03896 14.9129 8.36483 14.9094C8.69306 14.9094 8.99422 14.727 9.14598 14.4365Z" fill="#F25533"></path></svg>All-in-one incident management</li><li class="flex gap-1"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="21" viewBox="0 0 20 21" fill="none" class="mt-0.5"><path d="M9.14598 14.4365C10.6142 11.6377 12.4682 9.39312 14.6552 7.7673C15.0469 7.47672 15.1281 6.92263 14.8375 6.53205C14.547 6.1403 13.994 6.0603 13.6035 6.34971C11.5753 7.85671 9.81654 9.83428 8.35895 12.2401C7.8025 11.3648 7.19429 10.5978 6.5202 9.92016C6.1755 9.57311 5.61552 9.57312 5.27201 9.91663C4.92614 10.2601 4.92496 10.8201 5.26848 11.1648C6.14727 12.0483 6.90371 13.1165 7.58016 14.4306C7.73191 14.7247 8.03896 14.9129 8.36483 14.9094C8.69306 14.9094 8.99422 14.727 9.14598 14.4365Z" fill="#F25533"></path></svg>Our unmatched speed of deployment</li><li class="flex gap-1"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="21" viewBox="0 0 20 21" fill="none" class="mt-0.5"><path d="M9.14598 14.4365C10.6142 11.6377 12.4682 9.39312 14.6552 7.7673C15.0469 7.47672 15.1281 6.92263 14.8375 6.53205C14.547 6.1403 13.994 6.0603 13.6035 6.34971C11.5753 7.85671 9.81654 9.83428 8.35895 12.2401C7.8025 11.3648 7.19429 10.5978 6.5202 9.92016C6.1755 9.57311 5.61552 9.57312 5.27201 9.91663C4.92614 10.2601 4.92496 10.8201 5.26848 11.1648C6.14727 12.0483 6.90371 13.1165 7.58016 14.4306C7.73191 14.7247 8.03896 14.9129 8.36483 14.9094C8.69306 14.9094 8.99422 14.727 9.14598 14.4365Z" fill="#F25533"></path></svg>Why we’re loved by users and easily adopted</li><li class="flex gap-1"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="21" viewBox="0 0 20 21" fill="none" class="mt-0.5"><path d="M9.14598 14.4365C10.6142 11.6377 12.4682 9.39312 14.6552 7.7673C15.0469 7.47672 15.1281 6.92263 14.8375 6.53205C14.547 6.1403 13.994 6.0603 13.6035 6.34971C11.5753 7.85671 9.81654 9.83428 8.35895 12.2401C7.8025 11.3648 7.19429 10.5978 6.5202 9.92016C6.1755 9.57311 5.61552 9.57312 5.27201 9.91663C4.92614 10.2601 4.92496 10.8201 5.26848 11.1648C6.14727 12.0483 6.90371 13.1165 7.58016 14.4306C7.73191 14.7247 8.03896 14.9129 8.36483 14.9094C8.69306 14.9094 8.99422 14.727 9.14598 14.4365Z" fill="#F25533"></path></svg>How we work for the whole organization</li></ul></div><div class="flex justify-between items-center"><div class="w-full flex gap-4 flex-col sm:flex-row whitespace-nowrap"><a class="relative inline-flex gap-2 items-center justify-center rounded-full focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-offset-2 disabled:opacity-60 group/button cursor-pointer transition-[color,background-color,border-color,opacity,transform] bg-alarmalade-500 text-content-invert hover:bg-alarmalade-600 active:bg-alarmalade-700 text-body-emphasis h-[49px] px-5 py-3" id="homepage-signup-card-request-a-demo" href="/demo">Get a demo</a><a class="relative inline-flex gap-2 items-center justify-center rounded-full focus-visible:outline-none focus-visible:ring-2 focus-visible:ring-offset-2 disabled:opacity-60 group/button cursor-pointer transition-[color,background-color,border-color,opacity,transform] border border-stroke-primary hover:border-stroke-hover text-content-primary dark:text-white text-body-emphasis h-[49px] px-5 py-3" id="homepage-signup-card-sign-up" href="/free-trial">Get started for free</a></div><div class="-space-x-1 hidden md:flex"><span class="relative overflow-hidden block align-top size-10 rounded-full border-2 border-surface-secondary"><img alt="Rory Malcolm" loading="lazy" width="3024" height="4032" 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Handling each step of the \"},{\"_key\":\"515e0d342935\",\"_type\":\"span\",\"marks\":[\"5ba5613e3e12\",\"underline\"],\"text\":\"incident response lifecycle\"},{\"_key\":\"76c0a8e0cdd9\",\"_type\":\"span\",\"marks\":[],\"text\":\" well is one of the best opportunities you'll have to build trust and strengthen the relationship between you and your customers.\"}],\"markDefs\":[{\"_key\":\"5ba5613e3e12\",\"_type\":\"link\",\"href\":\"https://incident.io/blog/what-is-the-incident-response-process\"}],\"style\":\"normal\"},{\"_key\":\"e189830d6990\",\"_type\":\"block\",\"children\":[{\"_key\":\"e189830d69900\",\"_type\":\"span\",\"marks\":[],\"text\":\"🙀 What happens when it goes wrong?\"}],\"markDefs\":[{\"_type\":\"slug\",\"_key\":\"slug-what-happens-when-it-goes-wrong\",\"slug\":\"what-happens-when-it-goes-wrong\"}],\"style\":\"h2\"},{\"_key\":\"7b0404c3c419\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b0404c3c4190\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s take a look at \"},{\"_key\":\"7b0404c3c4191\",\"_type\":\"span\",\"marks\":[\"3293b888d162\"],\"text\":\"Atlassian’s recent outage\"},{\"_key\":\"7b0404c3c4192\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"3293b888d162\",\"_type\":\"link\",\"href\":\"https://newsletter.pragmaticengineer.com/p/scoop-atlassian\"}],\"style\":\"normal\"},{\"_key\":\"ee94e54410da\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee94e54410da0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Following a migration that went badly wrong, around 400 companies with anywhere from 50,000 to 800,000 users were suddenly left with no access to any Atlassian services (think Jira, Confluence, Opsgenie, and Statuspage).\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6322e2ddddd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"6322e2ddddd20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whilst it’s good to analyse how to prevent incidents like this, in these situations it’s not what goes wrong, but how you deal with it that will come to define you as a company.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"264cfda5cd95\",\"_type\":\"block\",\"children\":[{\"_key\":\"264cfda5cd950\",\"_type\":\"span\",\"marks\":[],\"text\":\"The communication breakdown that followed in the next fortnight was where it all went wrong for Atlassian.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3555f9367ce3\",\"_type\":\"block\",\"children\":[{\"_key\":\"3555f9367ce30\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ll dive into a few core mistakes they made along the way, and how a customer-centric response process will avoid these.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1640648cb187\",\"_type\":\"block\",\"children\":[{\"_key\":\"1640648cb1870\",\"_type\":\"span\",\"marks\":[],\"text\":\"📣 Make communication a mandatory part of response\"}],\"markDefs\":[{\"_type\":\"slug\",\"_key\":\"slug-make-communication-a-mandatory-part-of-response\",\"slug\":\"make-communication-a-mandatory-part-of-response\"}],\"style\":\"h2\"},{\"_key\":\"b57612f3e190\",\"_type\":\"block\",\"children\":[{\"_key\":\"b57612f3e1900\",\"_type\":\"span\",\"marks\":[],\"text\":\"During Atlassian’s outage, there were \"},{\"_key\":\"b57612f3e1901\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"8 days\"},{\"_key\":\"b57612f3e1902\",\"_type\":\"span\",\"marks\":[],\"text\":\" without clear and transparent communication on what went wrong, for who, and how they were going to fix it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7cb3c604970b\",\"_type\":\"block\",\"children\":[{\"_key\":\"7cb3c604970b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"It was only on day 4 that they acknowledged it on Twitter. After this update, they went silent for another 5 days.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f5f72f547d0\",\"_type\":\"rawhtml\",\"html\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eWhile running a maintenance script, a small number of sites were disabled unintentionally. We’re sorry for the frustration this incident is causing and we are continuing to move through the various stages for restoration. [1/3]\u003c/p\u003e\u0026mdash; Atlassian (@Atlassian) \u003ca href=\\\"https://twitter.com/Atlassian/status/1511870509973090304?ref_src=twsrc%5Etfw\\\"\u003eApril 7, 2022\u003c/a\u003e\u003c/blockquote\u003e\",\"markDefs\":null},{\"_key\":\"8c6741131d8d\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c6741131d8d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"How did they manage to go so long without a useful update? It feels ridiculous, but if communication isn’t integral to your process, it’s surprising how easily it slips, with everyone heads down, thinking someone else will handle it.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"226741696c36\",\"_type\":\"block\",\"children\":[{\"_key\":\"38f000c0363a\",\"_type\":\"span\",\"marks\":[],\"text\":\"External updates and \"},{\"_key\":\"0d382ba074c8\",\"_type\":\"span\",\"marks\":[\"fa8f7fa90612\",\"underline\"],\"text\":\"incident response automation\"},{\"_key\":\"b4eaad050f15\",\"_type\":\"span\",\"marks\":[],\"text\":\" should be so baked into your incident process that they're impossible to avoid.\"}],\"markDefs\":[{\"_key\":\"fa8f7fa90612\",\"_type\":\"link\",\"href\":\"https://incident.io/incident-response-slack\"}],\"style\":\"normal\"},{\"_key\":\"8efa24c2bbf3\",\"_type\":\"block\",\"children\":[{\"_key\":\"8efa24c2bbf30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Here are some ways we’ve made this second nature during incident response:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47ad94ad1fb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"47ad94ad1fb60\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"A Communications Lead role\"},{\"_key\":\"47ad94ad1fb61\",\"_type\":\"span\",\"marks\":[],\"text\":\" For incidents of a certain scale or severity, we make it mandatory to have a communications lead. For smaller incidents this could be the incident lead, but in larger ones it’s useful to have a dedicated person tracking the status of external updates. Depending on the scale and type of the incident, this could be anyone from an engineer, a customer support rep, or even someone from the PR team. Having a single person responsible means no-one falls into the trap of thinking someone else is on it.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"37b71f980a43\",\"_type\":\"block\",\"children\":[{\"_key\":\"37b71f980a430\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Involve someone close to customers\"},{\"_key\":\"37b71f980a431\",\"_type\":\"span\",\"marks\":[],\"text\":\" It’s vital to involve someone with direct insight into the customer(s) affected in your incident. Engineers here at \"},{\"_key\":\"37b71f980a432\",\"_type\":\"span\",\"marks\":[\"1b553a709259\"],\"text\":\"incident.io\"},{\"_key\":\"37b71f980a433\",\"_type\":\"span\",\"marks\":[],\"text\":\" communicate directly with our users. This isn’t the case everywhere, and in these situations it’s important to loop someone in who has empathy for the people affected. Incident channels should not be exclusive to engineers discussing the deep technicalities of a problem.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"1b553a709259\",\"_type\":\"link\",\"href\":\"http://incident.io\"}],\"style\":\"normal\"},{\"_key\":\"fd849f85e0ae\",\"_type\":\"block\",\"children\":[{\"_key\":\"fd849f85e0ae0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Don’t wait until you have all the information\"},{\"_key\":\"fd849f85e0ae1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Proactive \"},{\"_key\":\"fd849f85e0ae2\",\"_type\":\"span\",\"marks\":[\"d50cef88a7cf\"],\"text\":\"incident communication\"},{\"_key\":\"fd849f85e0ae3\",\"_type\":\"span\",\"marks\":[],\"text\":\" is best. People always appreciate a “we’ve seen something went wrong, we don’t know why, but we’re on it” message. You don’t need to wait for all the information before sending an update, as this will often delay things further. Opening a channel of communication early can mean you learn more useful information from the customer about what went wrong. Once the conversation exists, it’s a nice reminder to send small updates as and when you have them.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"d50cef88a7cf\",\"_type\":\"link\",\"href\":\"https://incident.io/blog/incident-communication-strategies\"}],\"style\":\"normal\"},{\"_key\":\"5fa5d683a2f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"5fa5d683a2f10\",\"_type\":\"span\",\"marks\":[],\"text\":\"👂 Learn from your customer\"}],\"markDefs\":[{\"_type\":\"slug\",\"_key\":\"slug-learn-from-your-customer\",\"slug\":\"learn-from-your-customer\"}],\"style\":\"h2\"},{\"_key\":\"45d1eb7bfa2d\",\"_type\":\"callout\",\"body\":[{\"_key\":\"81381023adff\",\"_type\":\"block\",\"children\":[{\"_key\":\"81381023adff0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Your core objective should always be to minimise customer impact. This doesn’t necessarily align with shortest time to a technical fix.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"markDefs\":null},{\"_key\":\"b2234583ec33\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2234583ec330\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Let’s take Atlassian’s example.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"11eea8e01379\",\"_type\":\"block\",\"children\":[{\"_key\":\"11eea8e013790\",\"_type\":\"span\",\"marks\":[],\"text\":\"They prioritised getting all their services back on track for all their customers as soon as possible. Sounds like a pretty sensible goal, right?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"832bb3dc3973\",\"_type\":\"block\",\"children\":[{\"_key\":\"832bb3dc39730\",\"_type\":\"span\",\"marks\":[],\"text\":\"In reality, they missed a chance to minimise customer impact by not involving their users until far too late in the process. Not all product areas are equal in impact for all customers. For some businesses, having a fix for Opsgenie would rank far above their other services. For others, having an export of raw data would have allowed them to manage for much longer with no access to Jira.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"03847f0f8ab4\",\"_type\":\"block\",\"children\":[{\"_key\":\"03847f0f8ab40\",\"_type\":\"span\",\"marks\":[],\"text\":\"Whilst tailoring your response to the customer can increase time to fix, it can significantly reduce the negative impact.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2a8eb12ceab\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2a8eb12ceab0\",\"_type\":\"span\",\"marks\":[],\"text\":\"So, how do you work out what route to take when you have multiple available?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5d8a9b807ba1\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d8a9b807ba10\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ask your customer!\"},{\"_key\":\"5d8a9b807ba11\",\"_type\":\"span\",\"marks\":[],\"text\":\" Customer needs are complex and varied. If your incident has multiple options with various pros and cons, this is an excellent signal that it’s time to involve your customer. They have the best idea of what impacts them the most and why, and involving them at this stage demonstrates that you care about their experience. It’s really important to know your audience here. Including specific details about what went wrong and why goes a long way for fostering a sense of transparency. Just make sure you’re pitching the details at the right level of technicality.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5152acdfdd7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5152acdfdd7d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"🤸‍♀️ Be flexible\"}],\"markDefs\":[{\"_type\":\"slug\",\"_key\":\"slug-️be-flexible\",\"slug\":\"️be-flexible\"}],\"style\":\"h2\"},{\"_key\":\"73356c27917c\",\"_type\":\"block\",\"children\":[{\"_key\":\"73356c27917c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Incidents are unexpected by nature, so a rigid approach to the type and timeline of your communication won’t work.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1df17ef2a679\",\"_type\":\"block\",\"children\":[{\"_key\":\"1df17ef2a6790\",\"_type\":\"span\",\"marks\":[],\"text\":\"Striking the right level of transparency is difficult. When incidents occur it’s important to be honest about them, but you don’t want to worry other customers over something that isn’t affecting them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"caf5b041efce\",\"_type\":\"block\",\"children\":[{\"_key\":\"caf5b041efce0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For small incidents involving just one customer, there's no need to tell everyone. Instead, create a shred comms channel, and provide frequent direct updates.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d353e6439e63\",\"_type\":\"block\",\"children\":[{\"_key\":\"d353e6439e630\",\"_type\":\"span\",\"marks\":[],\"text\":\"On the other extreme, for incidents affecting everyone, it’s important to have public updates. Ensure you’re keeping an up to date status page. A good rule of thumb is that if people are tweeting asking you if you’re down, you should probably have shared a status update.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0e79f215b399\",\"_type\":\"rawhtml\",\"html\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003e*half the internet on fire*\u003cbr\u003e*aws dns issues*\u003cbr\u003e\u003cbr\u003eAWS status page: \u003ca href=\\\"https://t.co/lZ5rEciDqm\\\"\u003epic.twitter.com/lZ5rEciDqm\u003c/a\u003e\u003c/p\u003e\u0026mdash; I Am Devloper (@iamdevloper) \u003ca href=\\\"https://twitter.com/iamdevloper/status/1530077071703441409?ref_src=twsrc%5Etfw\\\"\u003eMay 27, 2022\u003c/a\u003e\u003c/blockquote\u003e \",\"markDefs\":null},{\"_key\":\"75af3216dd48\",\"_type\":\"block\",\"children\":[{\"_key\":\"75af3216dd480\",\"_type\":\"span\",\"marks\":[],\"text\":\"The in-between state can be more complex - for incidents affecting a specific subcategory of people should you go public or lock things down? There isn’t a clear answer here, but as communication becomes a core part of your response, it can become clearer. Having the \"},{\"_key\":\"75af3216dd481\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"communications lead\"},{\"_key\":\"75af3216dd482\",\"_type\":\"span\",\"marks\":[],\"text\":\" role we mentioned above is a great way to trigger these conversations and make those involved think about the best way to tell people about this.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f04f7eea52a2\",\"_type\":\"callout\",\"body\":[{\"_key\":\"8ee60d2b19b4\",\"_type\":\"block\",\"children\":[{\"_key\":\"8ee60d2b19b40\",\"_type\":\"span\",\"marks\":[],\"text\":\"💡 While transparency is always a good default, sensitive incidents involving security or data privacy require some nuance. 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