What to say during an outage, how often to say it, and templates for each stage of an incident. Clear, honest updates cost you far less trust than the outage itself.
During an incident, what you say is part of the product. Customers can forgive an outage. What they remember is whether you told them what was happening, whether it was honest, and whether you said when they would hear from you again. Good incident communication is mostly a habit of structure and cadence, not eloquence.
What a good update contains
Acknowledgement: confirm you are aware and looking into it.
Impact: who and what is affected, scoped as precisely as you can.
