Nobody Likes Being the Bearer of Bad News
Here's How to Do It Well
It's Part of the Job
If you've ever worked in support, chances are you've had to deliver news your customers weren't excited to hear.
Maybe fixing their critical issue is taking longer than you hoped. Perhaps that "bug" they're concerned about is actually an intended feature, just not aligned with their specific use case. Or maybe the problem they're experiencing involves a custom solution built by another vendor that's outside your support team's expertise.
The way you deliver tough news can significantly affect your customer's experience and your relationship with them:
Poor communication can quickly escalate, leaving customers frustrated, damaging their trust, and even pushing them towards leaving your service.
Doing it right, however, can lead to greater understanding, cooperation, and even a stronger relationship, despite the initial disappointment.
Remember, Your Customers Feel Pressure Too
It's important to keep in mind that your customer is probably facing internal pressures too:
Their management might be pushing for rapid progress.
The issue might be seriously disrupting their business operations.
Their professional reputation might be tied to the successful use of your product.
Keeping these pressures in mind when delivering challenging news can make your approach more empathetic and supportive.
Core Principles for Delivering Unfavorable News
Be Direct: Don’t Hide Behind an Email
Whenever you have to deliver tough news, do it in a live conversation—whether by phone or video call—rather than just sending an email or updating a support case. Live conversations enable you to:
Immediately understand and respond to your customer's feelings.
Quickly clear up misunderstandings.
Demonstrate empathy in a genuine, human way.
It's still important to follow up with a clear written summary afterward, but the initial conversation should build a personal connection.
Show Empathy: Put Yourself in Their Shoes
Imagine you're in your customer's position. A small software glitch might not seem like a big deal to you, but for your customer, it might delay an important project or disrupt critical operations. Understanding how these issues can cause real stress helps you respond with genuine empathy and urgency.
Be Transparent: Provide Clear, Honest Information
Always be upfront and clear—even if the news isn't great. Customers appreciate honesty and straightforward information. Avoid confusing jargon or overly technical explanations, ensuring your message is easy to understand.
Demonstrate Urgency: Match Their Sense of Priority
Your tone, how often you communicate, and your overall approach should match the customer's sense of urgency. When customers see that you genuinely share their priority, it reassures them that you're committed to resolving their concerns.
Final Thoughts: Turning Challenges into Opportunities
Delivering bad news isn't easy for anyone, but when done clearly, transparently, and empathetically, these tough conversations can become powerful moments to build trust. Consistently applying these principles demonstrates your genuine commitment to your customers' success and strengthens your long-term partnerships.