Customers have too many options to tolerate frustration. If they don’t like how they’re treated by a business, they can walk across the street or open a browser on their smartphones to find someone else eager to help them. That means one of the only sustainable advantages a small business can build is an exceptional customer experience.
But great service doesn’t happen by accident. And it’s not just about processes, speed, or price. It comes from people—specifically, employees who are trained and empowered to turn even the most difficult customer interactions into opportunities. And that’s where one surprising barrier often gets in the way: pride.
At The Brandt Group, we’ve spent over 30 years helping our clients refine their customer experience, and time and again, we’ve seen how a superior customer experience is the difference between sustained success and failure. Let’s talk about how to keep team’s mindset in the right place:
Knowing You’re Right Doesn’t Mean You Should Say It
First things first, we must recognize that every frontline employee will eventually encounter a customer who is confused, misinformed, or just plain wrong. It’s natural for employees to feel frustrated when they know the facts and the customer clearly doesn’t. But if that frustration turns into defensiveness or condescension, the customer experience suffers—and so does your brand.
Employees need to understand that customer service isn’t about proving a point; it’s about preserving the relationship. Even when the customer is objectively wrong, a dismissive attitude will only make the situation worse. The best employees take a breath, stay composed, and look for ways to guide the customer without correcting them.
In short:
- Customer Service Goal: Preserve the customer relationship, not prove a point.
- Employee Attitude: Stay composed and avoid dismissive or condescending behavior, even when the customer is wrong.
- Customer Service Approach: Guide the customer without directly correcting them.
Listening is a Superpower—Especially When You Disagree
When employees interrupt customers or talk over them to “fix” the misunderstanding, they miss a crucial opportunity: making the customer feel heard. And let’s face it—most people won’t listen to your explanation if they feel ignored or talked down to.
Training your team to listen patiently, especially when they know the customer is mistaken, builds emotional intelligence and trust. Often, just being heard is enough to deescalate the situation. After that, your employees are in a much better position to offer help and provide clarity without friction.
So, remember:
- Importance of Active Listening: Employees should prioritize making customers feel heard, even if they disagree with the customer’s perspective.
- Benefits of Empathetic Communication: Patience and understanding build trust and emotional intelligence, creating a more receptive environment for resolution.
- Impact of Interrupting: Interrupting customers can escalate conflicts and hinder effective communication.
The Goal is to Win Over Customers, Not Win Arguments
Pride tells us to protect our ego. Great customer service asks us to set ego aside. When employees stop thinking in terms of “right vs. wrong” and instead focus on “helpful vs. unhelpful,” their approach changes completely. They ask different questions. They show more empathy. They put the outcome—the customer’s satisfaction—above their own desire to correct someone.
Empowering your employees with this mindset doesn’t mean turning them into doormats. It means giving them the tools to manage difficult conversations with grace, empathy, and professionalism. It’s the difference between service that gets tolerated and service that gets remembered—and recommended.
Improve your business with:
- Customer Service Mindset: Shift from “right vs. wrong” to “helpful vs. unhelpful” to prioritize customer satisfaction.
- Employee Empowerment: Provide tools for managing difficult conversations with empathy and professionalism.
- Impact on Customer Experience: Transition from ho-hum service to extraordinary.
Ready to Strengthen Your Team’s Approach?
At The Brandt Group, we know that strong customer experiences start with strong teams. For over three decades, we’ve helped small businesses like yours evaluate and improve their service through mystery shopping, employee feedback surveys, and leadership training programs.
We can help you identify moments where pride may be hurting your brand—and provide the tools your employees need to choose helpfulness over ego, empathy over indignation, and solutions over stalemates.
If you’re ready to elevate your customer experience and stand out in a competitive marketplace, let’s talk. The Brandt Group is here to help your business reach new heights.
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