Proactive Communication is Key to Customer Trust, According to Shep Hyken

In a recent LinkedIn post, •Shep Hyken discusses a crucial customer experience strategy: the power of proactive communication when things go wrong. Hyken, co-hosting an episode of the Super Amazing Show with Brittany Hodak, CSP, emphasizes that companies earning customer trust are those that inform their clients about issues *before* the customers discover them.

The Importance of Being First to Communicate

Hyken and Hodak highlight that customers often stumble upon problems independently, whether it’s a service outage, a delayed order, or another unexpected disruption. The core message, as presented by Hyken, is that the companies that get this right are the ones who take the initiative to communicate.

“Too often, customers discover problems on their own, whether it’s a service outage, delayed order, or unexpected disruption.”

This proactive approach, according to Hyken, is not just about damage control; it’s about relationship building. By alerting customers to potential issues, businesses can significantly mitigate frustration and foster a sense of confidence.

Reducing Frustration and Building Confidence

The strategy discussed by Hyken centers on how timely and transparent updates can dramatically alter the customer’s perception. When a company communicates first, it signals to the customer that they are valued and that the company is on top of potential problems. As •Shep Hyken notes:

“The companies that earn trust are the ones that communicate first.”

This initial communication serves multiple purposes. It preempts the customer’s potential annoyance or anger at discovering a problem themselves. Furthermore, it reassures the customer that steps are being taken to address the situation, even if a full resolution isn’t immediately available. This transparency can turn a potentially negative experience into a demonstration of reliable customer service.

Strengthening Relationships Through Updates

Hyken further elaborates on the impact of these updates, pointing out their role in solidifying customer loyalty. In his view, the simple act of providing an update at the right moment can be the deciding factor in whether a customer relationship is damaged or strengthened.

“We discuss how proactive communication reduces frustration, builds confidence, and reassures customers that progress is being made.”

The underlying principle is that customers appreciate being kept in the loop. Even if the news isn’t ideal, knowing that the company is aware and communicating openly builds a stronger foundation of trust. This contrasts sharply with the experience of a customer who has to reach out to discover a problem that the company seemingly knew about all along.

The Takeaway: Prioritize Proactive Customer Service

In essence, •Shep Hyken’s insights, shared via his LinkedIn post and the Super Amazing Show, advocate for a fundamental shift in how businesses handle customer issues. Instead of waiting for complaints, companies should actively monitor for potential problems and communicate with their customers proactively. As •Shep Hyken concludes in his post:

“A simple update at the right time can make the difference between losing trust and strengthening a relationship.”

This approach not only enhances the customer experience but also serves as a powerful tool for building long-term trust and loyalty in a competitive marketplace.