Stabilize the room when the market wobbles. Package a composed founder message, a clear timeline, and SLAs into one page - so customers know what happened, what you did, and what’s next.
Who it’s for
Founders & executive comms
Customer Success, Support, and Account Management
Security/IT stakeholders and incident managers
Why it matters
Silence breeds FUD. Transparency retains revenue. A calm, factual founder video reassures executives, reduces inbound noise, and protects renewals by making the path forward visible.
How it works (TOF → MOF → BOF)
TOF (Immediate signal):
Publish a 30–60s clip with the key message: what happened, customer impact, what we did, what’s next (and when). Share via email, status page, Slack/Community. Link to the Update page.
MOF (On-site “Crisis/Change Update” page):
A Replay page that includes:
Timeline: incident/change milestones with timestamps
Actions taken & next updates (owners, ETAs)
Security & SLAs section: commitments, credits policy, contact routes
Transcript + searchable timeline for legal/exec review
Resources: post-mortem (when ready), FAQs, region/service impact matrix
BOF (Human follow-up):
Primary CTAs: “Talk to our team” · “See the post-mortem.”
Secondary: “Subscribe to updates” · “Request SLA credit info.”
KPIs: Churn-risk mentions · Support volume (↓) · Renewal rate · Time-to-reassurance (exec view → next step) · Post-mortem opens
Automation tips: Viewer opened “SLAs” → route to CSM with talking points and contract context; multiple exec-domain views → AE/founder check-in; fix shipped → auto-send resolution clip + summary; post-mortem published → notify impacted accounts with mitigation actions.
Lead with facts, end with a path forward. Calm converts.