Bad news is never easy to communicate — especially when customers are already feeling exasperated with business changes. In times of change, your approach can either strain the relationship or strengthen it. One of the most effective strategies for building trust during these moments is leading with transparency and a tone that says, “We’re in this together.” Customers may not love the news, but they’ll respect a company that’s honest, human, and clearly values the relationship.
During the pandemic, one of the biggest mistakes many companies made was relying too heavily on canned responses. While they may have been efficient, they often came across as robotic and disconnected from what customers were really feeling. “We value your business” only goes so far when it feels like it’s been copied and pasted. Customers remember how you make them feel. When they’re frustrated or anxious about delays, rising costs, and limitations, authenticity and empathy go much further than a polished but impersonal reply.
Your team sets the tone for how these conversations play out. Empower them to speak honestly and empathetically, using language that acknowledges the customer’s perspective. A simple line like “We know this change impacts you, and we want to be transparent about why it’s happening” can open the door to a more constructive, human-centered dialogue. Add context when you can — whether it’s rising supplier costs, staffing issues, or technical difficulties, always come back to the shared goal of delivering continuous value to the customer.
Ultimately, customers aren’t just looking for low prices — they’re looking for honesty, consistency, and to feel like they matter. By prioritizing transparency and using a tone that feels collaborative rather than corporate, you’re not just explaining a price change, you’re building a relationship. And in a time when trust is currency, that relationship is worth every word.