What do you do when a critical bug crops up in your product...after 5pm? Or on the weekend? Do you panic? Call everyone in the company? Or do you have a plan in place? This is UserVoice's recently-implemented escalation plan. It's not perfect, and undoubtably will change, but hopefully it can be a useful template for you. Learn more about how to keep customers happy at http://www.uservoice.com

1. Critical Issue Escalation: Our
Process
Evan Hamilton
Head of Community, UserVoice

2. OMG
EVERYTHING
IS BROKEN

3. Why do we need a
process here?

4. Why do we need a
process here?
• Our customers need a working
product (or they’ll leave)

5. Why do we need a
process here?
• Our customers need a working
product (or they’ll leave)
• When things go wrong without a
plan, chaos ensues

6. Why do we need a
process here?
• Our customers need a working
product (or they’ll leave)
• When things go wrong without a
plan, chaos ensues
• We don’t work 24/7

7. Why do we need a
process here?
• Our customers need a working
product (or they’ll leave)
• When things go wrong without a
plan, chaos ensues
• We don’t work 24/7
• We don’t want to wake everyone
up every time there is an issue

8. So what is a critical issue?

9. So what is a critical issue?
Work hours:
• Interrupting core functionality (Ex: settings not saving
consistently)
• OR losing/corrupting data
• OR serious consequences (Ex: loss of a major
account)
• AND can be reproduced (or has been reported by
enough people that it must be happening)

10. So what is a critical issue?
Work hours:
• Interrupting core functionality (Ex: settings not saving
consistently)
• OR losing/corrupting data
• OR serious consequences (Ex: loss of a major
account)
• AND can be reproduced (or has been reported by
enough people that it must be happening)
Off hours:
• Blocking core functionality (Ex: can’t access feature)
• AND affecting multiple people
• OR losing/corrupting data
• AND can be reproduced (or has been reported by
enough people that it must be happening)

11. Step 0: Spot
the Issue

12. Ticket Queue
Support team monitors all day, and at least twice each evening. If
any of the team will be unavailable for an extended period of time,
they’ll deputize someone from Sales or Community.

13. Ticket Queue
Support team monitors all day, and at least twice each evening. If
any of the team will be unavailable for an extended period of time,
they’ll deputize someone from Sales or Community.
Social Media
Community team monitors all day, and at least twice each evening. If
any of the team is unavailable for an extended period of time, they’ll
potentially deputize someone from Support.

14. Ticket Queue
Support team monitors all day, and at least twice each evening. If
any of the team will be unavailable for an extended period of time,
they’ll deputize someone from Sales or Community.
Social Media
Community team monitors all day, and at least twice each evening. If
any of the team is unavailable for an extended period of time, they’ll
potentially deputize someone from Support.
The Rest of the Team
They may not be on the Customer Team, but if they see a critical
issue, it’s their responsibility to report it.

15. Step 1: Create a Trello
bug.
Issue history FTW. Ad-hoc
communication FTL.

16. Step 2:
Contact a
Developer

17. • Choose the relevant product area
(Systems, Front-End, or Code) &
contact the dev at the top of that
list.

18. • Choose the relevant product area
(Systems, Front-End, or Code) &
contact the dev at the top of that
list.
• Office hours? Ping them in
HipChat.

19. • Choose the relevant product area
(Systems, Front-End, or Code) &
contact the dev at the top of that
list.
• Office hours? Ping them in
HipChat.
• Off hours? Call them, don’t text or
chat or email.

20. • Choose the relevant product area
(Systems, Front-End, or Code) &
contact the dev at the top of that
list.
• Office hours? Ping them in
HipChat.
• Off hours? Call them, don’t text or
chat or email.
• If they don’t respond to 2 pings
within 10 minutes, move down
the list.

21. Dev Escalation List
• System dev: Kevin
• App devs: Jonathan, Mark, Austin, Joey, Raimo,
Rich
• Interface devs: Joshua, John, Brad, Rich
For System Issues (site is down/slow, emails don’t
work): contact system + app dev
For Interface Issues (the interface looks broken,
won’t work, etc): contact interface + app dev
For all other issues: contact app dev

22. Devs: did you get the call?
Then:

23. Devs: did you get the call?
Then:
• Respond affirmatively to the person
who contacted you

24. Devs: did you get the call?
Then:
• Respond affirmatively to the person
who contacted you
• Join the Engineering room on
HipChat and let others know
someone is working on it

25. NO additional customer team members
should be communicating with the dev
solving the problem – only the one who first
reported it.
More voices confuse and distract.

26. Step 3:
Inform the
Customer Team

27. Email the whole customer team so
they know about the issue (and that
you’re working with the devs)

28. Email the whole customer team so
they know about the issue (and that
you’re working with the devs)
Is it work hours? Also @all everyone
in the Support room on HipChat

29. Step 4:
Is it super-critical?

30. Ask Developer (before they fix the bug):

31. Ask Developer (before they fix the bug):
• Roughly how many people might
this be affecting?

32. Ask Developer (before they fix the bug):
• Roughly how many people might
this be affecting?
• Roughly what issues might this be
causing?

33. Ask Developer (before they fix the bug):
• Roughly how many people might
this be affecting?
• Roughly what issues might this be
causing?
• (If they’re too busy fixing it,
consider calling in a second dev)

34. Ask Developer (before they fix the bug):
• Roughly how many people might
this be affecting?
• Roughly what issues might this be
causing?
• (If they’re too busy fixing it,
consider calling in a second dev)
• Customer team: it’s your job to
ensure this happens

35. How do I know if it’s Super-
Critical?
• Does this affect more than 20% of accounts?
• Is this a very frustrating or visible bug (vs just an
annoyance)?
*This is somewhat arbitrary.

36. If Super-Critical:
• Call the Head of Support & Head of Community
• Community Department should tweet about the issue
(make sure to reschedule any other tweets - “check out
our blog” would be an unfortunate tweet during an
outage)
• Leave a maximum of 30m between any public
messages about critical bugs and 15m between public
messages about downtime
• DO NOT suggest a timeframe (it may change)
• DO NOT talk about the cause (you may be wrong)
• Going to require a long fix? Publish a blog post
& Facebook status too

37. Step 5: Respond to
Issues

38. Who answers what?
Work hours?
Community handles social media, Support handles
tickets.
*This is somewhat arbitrary.

39. Who answers what?
Work hours?
Community handles social media, Support handles
tickets.
Off hours?
Support handles both (but call in backup if needed).
*This is somewhat arbitrary.

40. Who answers what?
Work hours?
Community handles social media, Support handles
tickets.
Off hours?
Support handles both (but call in backup if needed).
-Regardless, make sure you’re in the Support room in HipChat so you can
be communicating with the team-
*This is somewhat arbitrary.

41. Step 6: Solve and
Verify

42. • Dev should fix the issue
(duh).

43. • Dev should fix the issue
(duh).
• Dev should verify that
the fix will stick (may
require calling in a
second dev)

44. • Dev should fix the issue
(duh).
• Dev should verify that
the fix will stick (may
require calling in a
second dev)
• Customer Team member
should also verify that
issues are resolved

45. Step 5: Report Damage
and Close the Loop
(the 7 questions)

46. Dev should answer these questions
for the Customer Team member:
1. What did our customers experience? (Please be explicit: don’t just say
what was broken, explain the experience our customers would have
had when trying to accomplish this task.)
2. How many/which customers were affected?
2. When did this issue start? When was it resolved?
3. What caused it?
3. What are we doing to avoid it in the future?
4. What are the chances that there will be related issues in the short-
term future?
• What was the damage (data, accounts, etc)?

47. The Loop-Closing:

48. The Loop-Closing:
1.Entire Engineering Team and Customer Team should
be sent these answers so they’re clued in

49. The Loop-Closing:
1.Entire Engineering Team and Customer Team should
be sent these answers so they’re clued in
2.Customer Team member should follow up with all
customers who reported the issue*

50. The Loop-Closing:
1.Entire Engineering Team and Customer Team should
be sent these answers so they’re clued in
2.Customer Team member should follow up with all
customers who reported the issue*
3.If mass communication occurred, publish
announcement of the fix to those channels

51. The Loop-Closing:
1.Entire Engineering Team and Customer Team should
be sent these answers so they’re clued in
2.Customer Team member should follow up with all
customers who reported the issue*
3.If mass communication occurred, publish
announcement of the fix to those channels
*And give the one who reported it a discount for their next month of billing!

52. Post-issue Communication:
should we blog about it?

53. Post-issue Communication:
should we blog about it?
• The litmus test: would I be angry if I
experienced this and then heard
nothing? Then blog.

54. Post-issue Communication:
should we blog about it?
• The litmus test: would I be angry if I
experienced this and then heard
nothing? Then blog.
• (If it only affected a small # of
accounts, email them)

55. Post-issue Communication:
should we blog about it?
• The litmus test: would I be angry if I
experienced this and then heard
nothing? Then blog.
• (If it only affected a small # of
accounts, email them)
• If extremely severe, consider
reimbursements as well.

56. Hooray, we’ve saved
the day!

57. Evan
Hamilton
@evanhamilton
evan@uservoice.com
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