That doesn't mean they can't decide how they are going to treat the customers. This is the worst day of the customers' lives. Firefighters see bad situations every single day as part of their job. But 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. Never lie to your customers. If you have bad news, give it to them straight. Don't tell them it's gonna be great when they know it's not. You lose credibility in their eyes.