Nobody likes being caught off guard—certainly not your customers. And yet, too many businesses adopt a “deal with it later” mindset, hoping to smooth things over once the damage is done. Whether it’s a delayed service, a sudden price increase, or a product that doesn’t quite fit the bill, surprises tend to erode customer trust quickly—and sometimes permanently.
There’s a well-worn saying: “Better to beg forgiveness than ask permission.” But when it comes to customer relationships, this mindset can sour the very loyalty you depend on. If you want your customers to remain loyal, you must be loyal in return—and that starts with being open and honest.
Let’s take a look at a few ways your business can lead with openness, honesty, and respect:
Product Limitations
When you know a product or service might not fully meet a customer’s needs, the temptation is to gloss over the shortcomings and “let the chips fall where they may,” especially when commission and sales goals are at stake. But this approach rarely leads to long-term success. Maybe your product doesn’t integrate with a certain device the customer uses. Maybe the shipping timeline won’t meet their deadline. If you know there’s a mismatch, say so.
Being transparent in these moments doesn’t necessarily kill a sale—what it definitely does is build credibility. The customer may not buy today, but they’ll remember your honesty tomorrow. And when they do need something that your business is the right fit for, they will remember and come back.
Service Disruptions
If a service is going to be unavailable—even temporarily—your customers deserve to know in advance. Maybe your online ordering system will be down for maintenance. Maybe a vendor delay will mean backorders for a popular item. Or maybe your best service tech is out of commission for a week and you’re running behind on calls.
Whatever the reason, tell your customers before they have to ask. Most people understand that setbacks happen. What they hate is being left in the dark. Proactive communication helps set realistic expectations and avoids the perception that your business doesn’t care or isn’t organized enough to stay ahead of problems.
Pricing Changes
Price increases are never fun—for you or your customers. But they are common, especially in an age of high inflation, supply-chain interruptions, and tariffs. What makes them worse is springing them on people without warning, however. Whether it’s due to rising costs or an investment in better materials or training, give your customers a heads-up when prices are about to rise. (Who knows? You might get a few quick purchases as some customers try to beat the price hike.)
Let them know why it’s happening, and when. It’s not just the right thing to do—it’s also an opportunity to reinforce the value you’re providing. Customers may not cheer the news, but they’ll appreciate the transparency. And that earns more goodwill than any sale sticker ever could.
Customer-First Culture
Transparency isn’t just good manners—it’s good business. It tells your customers that you respect them, trust them with the truth, and care enough to keep them informed. That’s rare in today’s world, and it’s one of the surest ways to build lasting loyalty.
At The Brandt Group, we believe in helping businesses create customer-first cultures that prioritize honesty, service, and respect. Our mystery shopping programs and leadership training courses are designed to evaluate how your team communicates with customers, as well as how to foster the skills necessary for a top-down culture.
You don’t have to wait for things to go wrong to do the right thing. Contact us today and let’s build a better customer experience—together.
Recent Comments