Your customer expresses a concern. Your employee explains the policy. Your customer doesn’t think the situation is fair, and then your employee gets defensive. By evening, the conversation has moved to Google—and suddenly, everyone has a front-row seat.
In “The Power of a Negative Review,” customer service expert Shep Hyken explains how responding thoughtfully can turn a negative review into a reason other customers come to trust your business. But before it even gets that far, you should remember that the opportunity to build that trust starts long before the customer gets online. It begins with how you and your team respond when someone says they’re unhappy.
Listen, Even When It’s Not Your Fault
When a customer brings you a concern, you have an opportunity to understand what happened and offer help. That opportunity is more valuable than you might realize: Qualtrics’ 2026 research found that only 29% of customers communicate directly with an organization after a bad experience. Silence does not mean satisfaction.
Train your employees to listen without interrupting, acknowledge the specific concern, and ask a useful question. “I understand why this situation is frustrating. Let’s see what we can do to help,” moves the conversation forward. “That’s our policy” usually brings it to a screeching halt.
Many customers want to know that someone has heard them and takes their concern seriously. Even when you cannot provide the outcome they want, you can give them your attention, an honest explanation, and whatever reasonable options are available.
Encourage your team to notice hesitation or disappointment and check in. A simple “Is there something I can help clear up?” gives your customer an opening while you still have a chance to improve the experience.
Give Your Employees the Tools to Help and Your Managers Responsibility for Following Through
Asking your employees to take ownership works best when you explain what they have the authority to do. Can they replace an incorrect item? Offer an alternative? Approve a small adjustment?
You must establish clear boundaries so they can act confidently.
When a concern requires a manager, make the transition easy. Your employee should explain the situation rather than leave your customer to repeat the entire story. Your manager should then take responsibility for the next step and any promised follow-up.
Sometimes, the underlying problem is beyond your control. You cannot make a delayed shipment arrive today simply by wanting it badly enough. You can, however, check available alternatives, explain what you know, and promise an update by a specific time. Then deliver that update—even if there is no new information.
You also cannot please everyone. Some customers make unreasonable demands, and your employees should not have to accept abuse. Your managers can maintain fair boundaries while remaining calm and respectful: “I understand this is disappointing. We cannot offer that option, but here is what we can do.”
At The Brandt Group, we recommend practicing these conversations before your team faces them under pressure. Review recurring complaints, rehearse realistic scenarios, and use mystery shopping to assess how consistently your employees listen and explain options. Give your team coaching and support that help them handle the next difficult moment more effectively.
Bring That Same Ownership Mentality to Your Online Responses
Even with attentive service, some concerns will reach the web. When they do, your response matters to both the customer who posted and the prospective customers reading along.
BrightLocal’s 2026 Local Consumer Review Survey found that 77% of consumers say negative reviews make them less likely to use a business, while 89% expect businesses to respond to reviews. An unanswered complaint can leave readers wondering how you would treat them.
Hyken’s advice provides a useful foundation: respond promptly, show that you read the review, and follow through on your commitment to help. Extend that personal attention to positive reviews, too.
For a complaint, acknowledge the specific issue and offer a clear way to continue the conversation. Move personal information and detailed problem-solving into a direct exchange, with someone on your team responsible for following up. Avoid defensive arguments, generic apologies, and promises you cannot keep.
If your business made a mistake, own it. If you need to investigate, say so. If the requested remedy is unavailable, explain that respectfully and offer any realistic alternatives. Your reply should reflect the care your customer deserves.
Finally, use the feedback. If several customers describe the same problem, review the process behind it. A polished response is helpful; correcting a recurring service issue gives your next customer a better experience.
Build a Team That Knows How to Respond
You do not have to deliver perfection to earn trust. You do need a team that listens, takes concerns seriously, sets fair expectations, and keeps its word—from the first conversation at your counter to the follow-up on an online review.
With over 30 years of experience and an A+ rating from the Better Business Bureau, we at The Brandt Group can help you strengthen those habits. Our mystery shopping services and leadership training seminars help you identify service gaps and equip your team to respond with confidence, supporting stronger customer loyalty, greater employee satisfaction, and healthier profits. Contact The Brandt Group to help your team turn difficult customer moments into opportunities to build trust today.
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