A few months ago, I ordered a gift online with plenty of time to spare — or so I thought. The delivery date came and went, with no package, no tracking updates, and no proactive communication from the company. After reaching out, I received a generic response that did little more than restate the obvious: there was a delay. No apology, no estimated time frame, and certainly no effort to make things right.
What could’ve been a small inconvenience turned into a frustrating experience because of the lack of transparency and empathy. As a customer, I didn’t expect perfection — just information. Had the company simply reached out ahead of time to explain the issue, offer a new delivery window, or even acknowledge the inconvenience, the tone of the experience would’ve shifted entirely. Instead, I felt forgotten and undervalued.
This kind of misstep is more common than many leaders realize, especially when systems are automated and frontline teams aren’t empowered to humanize the interaction. But delays and disruptions are inevitable, the real question is how we show up when they happen. Proactive communication, a sincere apology, and a clear next step can turn a negative moment into a brand-building one.
Customer trust is built in these small, high-stakes moments. When something goes wrong, don’t hide behind a ticketing system or canned message. Be real, be responsive, and remember: customers are often more forgiving than we give them credit for — if we just keep them in the loop.
Turning this Scenario Around:
Delays happen — but silence and generic responses shouldn’t. Empower your team to communicate proactively and personally, especially when things go wrong. A thoughtful message, even if the solution isn’t immediate, can preserve trust and show customers they’re not just a number. It’s not about being perfect. It’s about being present.