Who’s on call when something goes wrong? If your team can’t answer this question immediately, you’re risking costly delays, lost revenue, and employee burnout. Poor on-call management is a common issue for small and medium-sized businesses (SMBs), especially those relying on outdated systems like spreadsheets or manual calls. Here’s what you need to know:
Fix it with these strategies:
| Tool | Monthly Cost (£) | Key Strengths | Best For | Notable Features |
|---|---|---|---|---|
| Calendly | Free – £8 | Reliable integrations | Uptime-focused teams | Mobile access, automated reminders |
| Setmore | Free – £6/user | Budget-friendly, free tier | Cost-conscious startups | Free for up to 4 users, 200 bookings |
| Acuity Scheduling | From £11 | Advanced customisation | Service-based businesses | Payment integration, custom branding |
| Microsoft Teams Shifts | Included with Office 365 | Seamless Microsoft integration | Microsoft ecosystem users | Built-in communication, mobile app |
Take action today: Modernise your on-call system to protect your revenue, reputation, and team morale.
On-call scheduling can be a major pain point for many SMBs and startups, especially when it comes to managing incidents effectively. The root of the problem often lies in outdated systems and processes that fail to keep up with the demands of modern teams. By identifying these challenges, businesses can start addressing the pitfalls that hinder their incident response.
Using spreadsheets or platforms like Slack to manage on-call schedules might seem simple, but it often creates more problems than it solves. As teams grow and change - think new hires or holiday schedules - these manual systems can quickly fall apart, leaving critical gaps. They lack the flexibility to handle complex scheduling needs, like assigning the right person based on expertise. For example, a developer skilled in APIs might get called for a backend issue they’re not equipped to handle, creating delays and frustration. Without proper tools, these gaps can turn into costly vulnerabilities, weakening the team’s ability to respond effectively.
When it comes to incident response, the numbers tell a worrying story. In organisations without automation, first responders face an average delay of 27 minutes. For SaaS platforms, this kind of delay can have serious consequences. Even worse, 83% of organisations still rely on email to notify team members during incidents. But what happens if the email system itself is down? It’s a risky approach, as Vincent Geffray, Senior Director of Product Marketing at Everbridge, points out:
"The main reason why organisation should not build their notification process upon email is that email systems can go down just like any other business application. If businesses rely on email communication only, and the incident itself brings down the email system, which means it has also brought down your ability to respond to that incident."
Automation can dramatically cut response times, reducing engagement delays to as little as 5 minutes. This can translate into savings of around £140,000 for each major IT incident. Despite these advantages, only 11% of companies use IT alerting tools, while 43% still rely on manually calling team members to respond. For distributed teams - where 66% of companies have staff spread across multiple locations and time zones - manual coordination becomes even harder. Automating these processes isn’t just helpful; it’s essential to avoid costly delays.
It’s not just technical issues that make on-call scheduling tough - human factors play a big role too. When roles aren’t clearly defined, accountability takes a hit, leading to slower responses and missed objectives. This is particularly challenging for startups, where 91% plan to grow their teams, 61% aim to launch new products, and 65% want to expand into new markets. As teams scale, their on-call processes often don’t keep pace, and without proper systems or training, the cracks start to show.
Businesses that prioritise accountability tend to perform better, enjoying higher operating margins. But many teams fall into a reactive cycle, where it’s unclear who’s responsible for what during an incident. This lack of clarity creates confusion and inefficiency. Establishing clear ownership structures is crucial to breaking this cycle and ensuring teams can respond effectively when it matters most.
When no one knows who’s responsible during an incident, the ripple effects are massive. Downtime stretches on, customers lose faith, and team morale takes a nosedive. The fallout isn’t just technical - it hits your revenue, damages client relationships, and wears down your team. That’s why clear on-call ownership isn’t a luxury; it’s a necessity for keeping your business running smoothly.
When on-call responsibilities are unclear, incidents take longer to resolve, and the costs skyrocket. Imagine this: an issue arises, but no one knows who’s supposed to respond. Precious minutes tick by as teams scramble to figure it out, turning a minor hiccup into a major crisis. The financial consequences? Enormous.
47% of small and medium businesses (SMBs) estimate that one hour of downtime can cost them £77,000 in lost revenue and productivity. With the average outage lasting around 200 minutes, those numbers quickly spiral. For every hour of IT system downtime, businesses can lose between £65,000 and £83,000.
But it’s not just about the immediate costs. Operational risks multiply when on-call processes falter. Between 2022 and 2023, third-party issues were the top cause of operational incidents reported to the FCA. Failures in your on-call system don’t just bring technical headaches - they invite regulatory scrutiny and compliance challenges that can linger for years.
Here’s a scenario to consider: if you’re forced to prioritise one critical system over another due to budget constraints, the neglected system becomes a ticking time bomb. When it fails and no one knows who’s responsible, the damage escalates quickly.
Unclear on-call ownership doesn’t just hurt your bottom line - it erodes customer trust. Extended outages, missed SLAs, and a chaotic response process leave clients questioning your reliability. For UK-based SMBs that rely on customer retention, this can be devastating.
The expectations are tough. According to an ITIC study, 81% of organisations now demand at least 99.99% availability. That means less than an hour of downtime per year is acceptable. If your on-call process falters, meeting these standards becomes impossible.
For smaller businesses competing with larger players, the stakes are even higher. Customers expect swift, professional responses when problems arise. If they encounter delays, confusion, or finger-pointing during an outage, their confidence in your business takes a hit. The result? Cancelled contracts, negative reviews, and word-of-mouth that can take years to repair.
And the fallout doesn’t stop there. Poor incident handling creates a domino effect. Prospective clients hesitate to sign deals, existing customers push for stricter terms, and your sales team struggles to close contracts. Internally, the strain of unclear ownership damages team dynamics, leading to burnout and low morale.
When on-call roles are murky, the stress on your team is immense. Employees face constant uncertainty - never knowing when they’ll be called, what they’ll be asked to handle, or whether they have the authority to act. This lack of clarity breeds frustration and burnout.
The numbers tell the story. 86% of employees say poor communication and collaboration lead to workplace failures. During high-pressure incidents, unclear on-call ownership causes communication to break down when it’s needed most. Team members are left feeling overwhelmed, blamed, and unsupported, which harms both their wellbeing and productivity.
The business impact is undeniable. Highly engaged teams see a 21% boost in profitability, while engaged employees contribute to a 23% increase in overall business performance. On the flip side, unclear responsibilities drag down morale, making it harder for employees to stay motivated and productive.
The issue gets worse when on-call duties are poorly managed or unpaid. Asking employees to take on these responsibilities without proper compensation fosters resentment and pushes skilled workers to leave. For startups and SMBs, losing experienced team members can be catastrophic. These businesses often lack the resources to quickly replace and train new hires, and the institutional knowledge lost with departing employees is irreplaceable. This weakens the team’s ability to respond to future incidents, creating a vicious cycle of slower resolutions and mounting costs.
Addressing this isn’t just about implementing better tools - it’s about creating a culture where communication is clear, compensation is fair, and team members feel genuinely supported in their on-call roles.
If your on-call system feels more like chaos than coordination, it's time to take control. You don’t need to completely overhaul your operations - small, focused changes can make a big difference. By using the right tools, setting up automated processes, and creating clear guidelines, you can turn your on-call scheduling into a smooth, efficient process. At the heart of this transformation is building clarity and transparency into every step, from assigning responsibilities to managing escalations.
Relying on sticky notes or spreadsheets during critical incidents is a recipe for confusion. Modern scheduling tools provide real-time visibility into shifts and integrate seamlessly with platforms like Slack, Microsoft Teams, or Zoom. These tools simplify scheduling and reduce the chances of missed alerts.
When selecting a tool, look for features like two-way calendar syncing, appointment reminders, and customisation options. For UK businesses, there are several budget-friendly options to consider:
Choose a tool that fits your team’s needs and integrates with the systems you already use. Many tools also allow custom branding, such as adding your team name, welcome message, and logo, which can help personalise the experience.
Manually managing notifications during incidents can lead to delays and missed responses. Automation ensures that alerts reach the right people at the right time, even during holidays or after hours. This is essential for maintaining a coordinated response to critical incidents and restoring services quickly.
The stakes are high - small businesses with fewer than 500 employees face an average cost of nearly £2.4 million for a data breach. Automated systems can help prioritise alerts, reducing the risk of alert fatigue and ensuring responders focus on what matters most. Alerts should include actionable information, such as the affected system, probable cause, and initial troubleshooting steps.
"When a critical incident hits, the processes used to identify, track, assign, monitor, and coordinate tasks are crucial for a quality response. Notification doesn't automatically translate into action; this is why there is a pressing need for an effective system that brings all parties on board quickly. The point isn't just to notify, but to ensure that necessary actions are aligned." – Noam Morginstin, Admin, Exigence
Automation doesn’t just speed up notifications; it can also shorten the lifecycle of cybersecurity breaches. For example, AI and automation can reduce the average breach lifecycle by up to 108 days. Once your alerts are automated, the next step is to establish clear escalation procedures.
Shockingly, less than a third of businesses in the UK have a formal incident response plan. Don’t let your company fall into that category. A well-documented escalation process is essential for guiding responders during high-pressure situations. Start by defining roles and responsibilities for different types of incidents. For instance, database issues might go to the backend team, while web developers handle front-end problems.
To streamline the process:
Make sure your escalation documentation is easy to access. Use tools like a team wiki, internal knowledge base, or shared documents bookmarked for quick reference. Regularly update these resources, especially after incidents, to incorporate lessons learned. Where possible, automate repetitive tasks such as blocking malicious traffic, quarantining devices, or restoring backups.
Selecting the right on-call scheduling tool is crucial for effective incident management. With 72% of consumers preferring to book appointments online, digital-first scheduling has become an expectation in many areas, including incident response. This shift highlights the importance of having dependable scheduling tools.
The on-call scheduling software market was valued at £1.65 billion in 2023 and is expected to grow to £39 billion by 2031, with an impressive 35.4% annual growth rate. This surge reflects the rising demand for efficient workforce management, especially as remote work continues to grow. With so many options available, comparing tools side-by-side is essential for identifying the best fit for UK small and medium-sized businesses (SMBs).
Here’s how the leading scheduling platforms compare for UK SMBs managing on-call needs:
| Tool | Monthly Cost (£) | Key Strengths | Best For | Notable Features |
|---|---|---|---|---|
| Calendly | Free – £8/month | Reliable integrations, widely used | Teams prioritising uptime | Mobile access, automated reminders |
| Setmore | Free – £6/user/month | Generous free tier, budget-friendly | Cost-conscious startups | Free for up to 4 users, 200 bookings |
| Acuity Scheduling | From £11/month | Advanced customisation, client focus | Service-based businesses | Payment integration, custom branding |
| Microsoft Teams Shifts | Included with Office 365 | Seamless Microsoft integration | Teams in the Microsoft ecosystem | Built-in communication, mobile app |
| SimplyBook.me | £7.50 – £75/month | Industry-specific templates | Appointment-heavy businesses | Resource management, workflow automation |
| Manual Methods | £0 | Direct control but lacks automation | Very small teams (2–3 people) | Spreadsheets, shared calendars |
Choosing the right tool depends on your team’s size and existing tech stack. For instance, Setmore’s generous free plan makes it a great option for budget-conscious businesses, while Calendly’s reputation for reliability ensures it’s a solid choice for teams focused on uptime during critical situations.
For organisations already using Microsoft products, Teams Shifts offers seamless integration without additional licensing fees. On the other hand, if you need advanced features like payment processing or detailed client management, Acuity Scheduling offers more functionality, albeit at a higher cost.
Using manual methods like spreadsheets may seem cost-effective, but they come with risks. Without automation, teams lack essential features like alerts and escalation workflows, which are critical during high-pressure incidents.
Most modern scheduling tools now embrace cloud-based SaaS models, offering mobile access - a must-have for remote and mobile workforces. Beyond the monthly cost, consider the potential savings from faster incident responses. A tool priced at £50 per month could easily justify its expense by preventing just one major outage.
With these insights, you’re better equipped to optimise your on-call processes and enhance team performance.
Strong on-call practices do more than just keep systems running - they also protect the wellbeing of your team. A well-designed on-call system balances operational needs with team morale, ensuring responsibilities are shared fairly and efficiently.
Fairly distributing on-call duties is a cornerstone of effective incident management. When one person bears the brunt of the workload, burnout becomes a real risk, and system reliability can suffer. A rotating schedule - weekly for smaller teams or fortnightly for larger ones - helps share the load evenly. It's also worth considering individual preferences when assigning shifts. Regularly reviewing reports can help you fine-tune allocations as needed.
Separating on-call responsibilities from development tasks is another key step. This reduces the mental strain of constantly switching focus, helping team members stay sharp. A clear and equitable approach to on-call duties ensures everyone is ready to respond effectively when the need arises.
Preparation is everything when it comes to incident response. Regular training and drills can turn a good plan into a seamless, effective process. Start with tabletop exercises that simulate common issues, like database outages or sudden traffic spikes. Once your team is comfortable, move on to full-scale drills that test escalation procedures, communication strategies, and technical responses.
Tailor these exercises to fit your business needs. For instance, a SaaS platform might focus on database failovers, while an EdTech company could prioritise handling traffic surges during exam periods. Update your training regularly to reflect changes in your infrastructure or emerging risks. Documenting lessons from each drill ensures your team continuously improves, cutting down on delays when real incidents occur.
"The real value of incident response drills isn't just testing your plan - it's using what you learn to build faster, smarter, and more resilient responses in the future." - IT Solutions
Even the best teams have their limits, and it's important to know when to bring in extra help. For smaller teams, providing 24/7 coverage internally can lead to exhaustion and inefficiency. In these cases, outsourcing to a managed service provider can be a cost-effective solution, potentially saving between £35,000 and £68,000 per year compared to hiring an in-house IT specialist.
External support works best when it complements your internal team. Managed services can handle complex or overnight issues, leaving your team free to focus on development. However, it's essential to maintain a strong understanding of your systems internally and to establish clear escalation procedures. This ensures smooth coordination between your team and external experts when challenges arise.
When it comes to managing on-call duties, smaller teams need strategies that fit their unique challenges, not oversized solutions borrowed from large enterprises. Here are some practical steps tailored specifically for SMBs and startups.
Start with transparency and clear expectations. Explain why on-call coverage is crucial for your business. When your team understands its importance, they’re more likely to approach it positively. Make sure compensation reflects the effort - this could mean extra time off, professional growth opportunities, or other perks that matter to your team.
Pick a scheduling method that works for your team size. For smaller teams, a simple weekly rotation often does the job. Larger groups might benefit from pairing team members or introducing longer shifts. If your team spans multiple time zones, a follow-the-sun model can help maintain work-life balance. Keep in mind that inconsistent schedules can double the risk of work-family conflicts, so aim for consistency wherever possible.
Invest in the right tools. A unified system can significantly improve response times, especially for SMBs that might rely on a patchwork of tools. For instance, Zenduty offers a free tier for up to five users, making it an excellent choice for startups. Paid plans start at just £7 per user per month. Look for tools that centralise communication and are easy to implement.
Support your team with thoughtful practices. Not every issue needs to wake someone up in the middle of the night. Identify which incidents require immediate attention and which can wait until morning. Allow team members to use shift overrides liberally, enabling them to swap responsibilities when personal matters arise. Actively monitor work-life balance and offer to cover shifts or make swaps when needed.
Plan for growth and adaptability. On-call schedules should evolve as your team and systems grow. Regularly review and tweak your processes to ensure they remain effective. If providing 24/7 coverage becomes too challenging internally, think about incorporating external support to complement your team rather than replacing it.
Automated on-call scheduling tools offer a clear edge over traditional methods like spreadsheets. They minimise human error, making schedules more accurate, while also streamlining real-time updates. By removing the hassle of manually managing schedules, these tools free up teams to concentrate on high-priority tasks, such as handling incidents.
Additionally, they help avoid scheduling conflicts, ensure adherence to on-call policies, and save valuable time. This not only enhances efficiency but also contributes to better staff morale. For SMBs and startups, particularly those overseeing cloud operations, automated scheduling ensures teams are always ready to tackle emergencies, improving response times and keeping operations running smoothly.
Small businesses can help their teams avoid burnout from on-call responsibilities by putting fair and transparent schedules in place. Rotating on-call duties evenly ensures everyone shares the load, while clear communication prevents misunderstandings. It's also important to set firm work boundaries, limiting after-hours contact to genuine emergencies.
To further support your team, consider scheduling regular check-ins to address concerns, providing access to stress management tools, and automating repetitive tasks to ease workloads. Acknowledging employees' hard work and keeping communication lines open can create a more positive work atmosphere, reducing stress and boosting morale.
Creating effective escalation procedures starts with a well-defined policy that’s easy to follow and adjusts as your team and tools grow or change. This policy should clearly detail when and how escalation is triggered, assign responsibility to an escalation manager, and outline steps to thoroughly evaluate incidents and set appropriate thresholds for escalation.
It’s also important to regularly revisit and refine on-call schedules and escalation workflows. This ensures your processes stay relevant and efficient. Establish clear communication channels and document every step of the procedure so everyone on the team knows their responsibilities when things get critical. This approach not only speeds up response times but also ensures accountability during high-pressure situations.