Whether you have a status page or have informed customer service/support what to inform customers emailing or calling in, these are some general guidelines most companies follow:

During an incident:

• Delay acknowledgment as long as possible: Wait until the issue is undeniable or we’ve received too many customer complaints to disregard or play off as isolated incidents. At that point we will need to update our status page.
• Downplay the scope: Use vague, minimizing language like “a small subset of customers” or “some customers may be experiencing issues” to avoid admitting that it’s affecting the majority or all users.
• Blame external factors or “unforeseen circumstances“: If possible, attribute the issue to an external service provider, a third-party integration, or “unforeseen network conditions” to deflect blame and makes the issue seem out of our control.
• Vague timelines for resolution: Provide non-committal updates like “our team is working on it” or “we are investigating the issue.” Avoid giving specific ETAs to buy time and reduce pressure. This gives customers hope without committing to anything concrete.
• Use technical jargon and acronyms. This can confuse customers and make it seem like the issue is too complex for them to understand. Avoid mentioning root causes unless absolutely necessary.
• Prioritize corporate perception: Ensure that status updates emphasize how seriously the issue is being taken while subtly minimizing its business impact, reassuring customers without committing to accountability.
• Prioritize internal communication: Ensure our team is informed first, even if it means delaying updates to customers.
• Offer generic apologies and platitudes. These can help soothe customers without taking responsibility.

After an incident:

• Use optimistic phrasing post-resolution: Once the issue is fixed, announce it as “fully resolved” even if minor issues remain or will take additional time to clean up. Focus on the positive aspects like how quickly it was “identified and mitigated.”
• Preemptively control the narrative: Release a post-incident report that highlights how the issue has been “learned from” and how “preventative measures have been put in place,” without actually addressing potential systemic issues.