During a system outage, which action should you communicate first to customers?

• A. Notify IT to investigate and wait
• B. Communicate ETA and expected resolution to customers
• C. Close all lanes and stop serving
• D. Ignore customers until system returns

Answer: (B)

During a system outage, the priority is to set expectations with customers by sharing an estimated time to restore service and what they can anticipate next. This proactive ETA keeps customers informed, reduces frustration, and shows that you’re actively managing the situation. Internal steps like notifying IT and investigating are essential, but they should be paired with a customer-facing update so people aren’t left guessing. Messages that withhold information or leave customers without any communication aren’t appropriate. Include the estimated restore time, any available alternatives or workarounds, and where they can get ongoing updates. This approach preserves trust and helps manage the disruption more smoothly.