That doesn't mean they can't decide how they are going to treat the customers. This is the worst day of the customer's life. Firefighters see bad situations every single day as part of their job. It's the first time the customer has been involved in something so serious. Use your experience and compassion to soothe and comfort scared customers.
Every customer has a family and is a family member.
Treat them like they were a member of your own family. Just about every person in an emergency situation was going to be somewhere or has someone that needs to know about the problem. Use your cell phone and call their family or friends and let them know a familiar face is on the way to visit them. Never lie to your customers. If you have bad news for them, give it to them straight.