Driving a customer-focused incident response process

In the midst of a crisis, external communication with customers can easily fall down the list of priorities for a company. However, it is crucial to prioritize communication during these times to build trust and strengthen relationships with customers.

Atlassian's recent outage serves as an example of how poor communication can damage a company's reputation. To avoid this, companies should make communication a mandatory part of their response process, involve someone close to customers, proactively communicate, learn from their customers, and be flexible with their approach.

By introducing customer-centric tactics, companies can foster trust and maintain positive relationships with their customers, even in times of crisis.