Addressing Unknown-Unknowns in Customer Experience

Customers will usually forgive a slow experience. BUT they won’t forgive silence. People don’t get frustrated because things take time. They get frustrated when they don’t know what’s happening. The unknown creates anxiety, and that’s what turns a normal wait into a bad experience. Over 15 years ago, I worked at The Ritz-Carlton, where they teach a simple but powerful lesson... When something takes longer than expected, don’t just let the customer wait. TALK TO THEM (shocker). Here’s an example.. Imagine a guest checks into a Ritz-Carlton property and expects their luggage to be delivered to their room in five minutes. But behind the scenes, there are 35 other guests checking in at the same time, so their bag is delayed. Now, there are two ways this could go.. No communication. The guest sits in their room, staring at the clock, wondering why their bag hasn’t arrived. Every passing minute makes them more irritated. Proactive communication. A staff member calls the guest: “We’re handling a high volume of check-ins right now, and your bag is on its way. It’ll take about 20 minutes. In the meantime, we’d love to send up a glass of champagne while you relax. Thank you for your patience.” The second approach turns a potential frustration into a moment of care. That glass of champagne is symbolic. It’s not really about the drink. It’s about acknowledgment, transparency, and reassurance. The same principle applies to every industry. Healthcare: Instead of making patients wonder why they’re filling out the same form again, tell them why. “We ask these questions at multiple points to ensure your safety.” Airlines: Instead of a vague “flight delayed” notice, tell passengers exactly what’s happening and what’s being done to fix it. Retail: Instead of letting customers wonder where their order is, proactively update them with tracking and realistic expectations. Companies often don’t need to overhaul their processes to improve customer experience. They just need to communicate better. So here’s the real question.. What’s the champagne moment in your business? What’s the small act of transparency or reassurance that could completely change how customers feel about waiting, delays, or friction? Most companies don’t think about this. The best ones do. — If you liked this post, check out my weekly newsletter https://lnkd.in/edqxnPAY

In business, we often encounter situations where customers are unsure of what they want. They may know they have a problem, but not the exact solution. In my experience, some of the best ideas come from moments like these, when a customer isn’t sure what they need. That’s not a problem, rather an opportunity. That's where we roll up our sleeves, step into their world, and help them figure it out. ➡️ Being present in their world: To really get your customer, you’ve got to walk in their shoes. Sometimes, the best way to understand a customer’s needs is to observe their environment first-hand. A field visit allows you to see their challenges in action, which can provide deeper insights into what they truly need. ➡️ Ask questions that matter: Skip the basic “What do you need?”; ask “What challenges are you facing?” From there, you can make suggestions based on the customer’s specific requirements. This kind of proactive interaction helps customers recognize what they truly need. ➡️ Empathising with the clients: I try to put myself in their shoes, feel their struggles, and picture their goals. Empathy goes beyond simply understanding the customer’s needs—it’s about feeling their pain points. When customers see that you truly understand their struggles, they’re more likely to trust your recommendations. The big point is, when you get to know their world, you’ll dig out solutions they didn’t even realize were out there. This is beyond delivering a product or service, it’s more about building trust. For me, that’s what turns a one-time deal into a long-term partnership. What steps do you take to know your customers better? #CustomerInsights #EmpathyInBusiness #ClientRelations #BusinessGrowth