What Happened

The Verizon outage on September 30, 2024, was a widespread event that affected users across the United States. It began with reports around 10 a.m. ET, with over 105,000 users experiencing disruptions in phone calls, text messaging, and cellular data. Affected areas included major cities such as New York, Washington D.C., Los Angeles, Chicago, and more. Many users reported seeing "SOS only" on their phones, indicating they could make emergency calls but lacked regular service.

For small businesses, the inability to make phone calls, send text messages, or use mobile data disrupted day-to-day operations. Retailers, restaurants, and service providers relying on Verizon for customer communication or point-of-sale transactions were left unable to process sales or respond to customer inquiries, leading to revenue losses. Businesses that use cloud-based tools for managing bookings, customer service, and other essential tasks were also affected, as connectivity issues prevented access to these platforms. Others, still, may have missed opportunities, caused client dissatisfaction, or received negative reviews as a result of the downtime, all of which can have long-term consequences for customer loyalty and reputation.

By late afternoon on September 30th, the number of affected users began to decline, and service was gradually restored. Now that this is over, let’s take a look at four key lessons small businesses can learn from this event.

What Small Businesses Should Know

1. Have a Backup Plan

The Verizon outage demonstrated how crucial it is for small businesses to have contingency plans when their primary internet or mobile network goes down.

• Multiple Internet Service Providers (ISPs): One effective strategy is to have an alternate ISP or mobile data plan in place. If one provider experiences an outage, switching to the backup can minimize downtime and allow essential operations to continue.

• Mobile Hotspots & Tethering: Ensure that key team members have access to mobile hotspots or can tether their devices to another network. This way, critical functions—like customer service, order processing, or project management—can continue even during an outage.

• Portable Power Solutions: In cases where outages may be linked to power failures, investing in battery packs, backup generators, or uninterruptible power supplies (UPS) can ensure that your devices and systems stay online longer.

Takeaway: Don’t rely solely on a single internet or mobile provider. Consider redundancy as an essential part of your business continuity strategy.

2. Use Cloud-Based Solutions

Many small businesses already use cloud tools, but the Verizon outage underscores why it’s essential to fully embrace the cloud for all critical functions. When operations are tied to a local server or one network provider, an outage can grind everything to a halt. Cloud-based tools allow access to important data and services from multiple devices and locations, offering more flexibility when one network goes down.

• File Storage & Collaboration: Tools like Google Drive, Microsoft OneDrive, or Dropbox enable employees to access important documents from anywhere, reducing dependence on local servers or a specific network.

• Cloud POS Systems: For businesses that process payments, using cloud-based point-of-sale (POS) systems allows for seamless sales transactions, even if you need to switch to another internet connection.

• Communication & CRM: Platforms like Slack, Zoom, or HubSpot offer cloud-based communication and customer management systems. This ensures that your team can stay connected and responsive to customers, even during a connectivity issue.

Takeaway: Leveraging cloud-based systems can provide flexibility and prevent data loss or operational disruptions when your primary network fails.

3. Customer Communication Strategy

When an outage occurs, it's essential to communicate with your customers quickly and transparently. Delayed or poor communication can lead to frustration and damage your business’s reputation. This is why having a multi-channel communication strategy is vital.

• Social Media Updates: If your main systems are down, you can use social media to quickly update your customers. These platforms can be accessed on mobile devices using alternative networks, so it’s a handy tool during outages.

• Email Blasts: Pre-written templates for emergencies or unexpected downtime can help you quickly notify your customers of service disruptions. Tools like Mailchimp or Constant Contact allow you to send these notifications across multiple devices.

• SMS Alerts: For small businesses that deal with sensitive operations, consider sending SMS alerts to customers if your main communication channels go down. This can provide immediate updates without relying on your internet provider.

• Website Notifications: If your website is still accessible, add a banner or pop-up message to inform visitors about the outage and set expectations on response times.

Takeaway: Always have backup communication channels in place to keep your customers informed and reassured during an outage.

4. Prepare for Downtime

No business wants downtime, but outages are inevitable, whether from a network provider like Verizon or other unforeseen events. Preparing for these moments can make the difference between chaos and a smooth recovery.

• Offline Operations: Ensure that your team has some workflows that can be carried out offline. Whether it’s drafting emails, updating spreadsheets, or organizing tasks, having an offline version of essential processes allows productivity to continue.

• Automation & Scheduling: Set up automated systems for routine business tasks—such as social media posts, payment reminders, or email campaigns—so these operations can continue, even if your team is temporarily offline.

• Employee Training: Train your staff on how to respond during outages. Make sure they know the backup procedures, such as how to switch networks, access cloud systems, or communicate with clients. Having a clear protocol in place will ensure your team responds swiftly and efficiently.

Takeaway: Prepare for outages by developing offline processes and training staff on how to manage operations during disruptions.

What Now

While no business can prevent outages, they can certainly prepare for them. By implementing backup plans, such as alternative ISPs and mobile hotspots, using cloud-based tools for essential tasks, and creating a multi-channel customer communication strategy, businesses can minimize downtime and maintain operational resilience.

It’s crucial for small businesses to regularly review and test their disaster recovery plans, ensuring they’re equipped to handle disruptions quickly and effectively. Preparing for the unexpected, such as network outages, will not only protect your business from immediate losses but also help maintain customer trust and loyalty over the long term. Take proactive steps today to safeguard your business against future disruptions and ensure that you remain competitive, no matter what happens.