How to Handle Client Complaints Without Losing Trust

Own. Your. Mistakes. I was recently reminded of a moment with a client who’d gotten themselves into a bit of a mess. They’d missed a delivery timeline for a MAJOR retailer and shipped a batch of products that were not up to par. The retailer’s response? “You’re done. We’re out.” Now, when you mess up with a big client, the last thing you want to do is point fingers. But that's exactly what my client did. They panicked. Got defensive. And started blaming everyone and everything but themselves. So as we worked to troubleshoot, I asked, “Did you apologize?” Nope. “Did you sit across the table and say, ‘You expect quality products, on time. We didn’t deliver. We’re sorry.’” Again... nope. We prepped hard for the next conversation. And this time, my client went in and OWNED their error. They started with a full mea culpa. Acknowledged the failure. And (this is key) immediately pivoted to how they were going to make it right. You know what happened next? The retailer listened. And my client kept the business. Sometimes, managing a mistake in an important situation is not about explaining. Or defending. Or pointing fingers. It’s about taking a deep breath, looking the other party in the eye, and saying, "We messed up. And here’s how we’ll make it right." It's not necessarily about being humble. It's about prioritizing your customer's experience. Validating THEIR moment, THEIR needs, THEIR let down. And then addressing it head on. Providing the pathway forward. Rebuilding the trust brick by brick. And you can't do that if you pretend you hit a grand slam when really, you fouled out. Apologize. Make it right. Create the path forward.

Ever walked into a surprise 9-alarm fire with a customer? The kind where you thought you were walking into a normal check-in… and suddenly you realize:  • They’re extremely upset  • They have multiple product issues stacked up  • They’re already halfway out the door It happens for a lot of reasons:  • You’re new to the account and inheriting someone else’s mess  • Portfolios shift and you discover things are way worse than you thought  • Or, even if you’ve stayed on top of it, product issues snowball into a much bigger crisis The question is: What do you do when you’re blindsided by a firestorm like this? The only play I’ve seen work isn’t damage control. It’s resetting the relationship. Here’s how: 𝟭. 𝗚𝗲𝘁 𝗶𝘁 𝗮𝗹𝗹 𝗼𝘂𝘁 𝗼𝗻 𝘁𝗵𝗲 𝘁𝗮𝗯𝗹𝗲. Open a shared doc or slide, write every issue down in front of them. Don’t flinch if it’s 20 items, keep asking “Anything else?” until they’re empty. 𝟮. 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗲 𝘄𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 𝗺𝗼𝘀𝘁. Not every issue is critical. Ask which ones actually block their ability to achieve business value. Focus on the 2–3 that will make the biggest impact right now. 𝟯. 𝗦𝗮𝘆 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂’𝗹𝗹 𝗱𝗼. 𝗧𝗵𝗲𝗻 𝗱𝗼 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝘀𝗮𝘆. Outline the next steps, owners, and timing. Follow up the same day to prove the shift has already begun. Always state when your next follow up will be and then meet that due date. Even if your update is that the team is still working on the issue. 𝟰. 𝗦𝗵𝗼𝘄 𝗱𝗶𝘀𝘁𝗶𝗻𝗰𝘁 𝗰𝗵𝗮𝗻𝗴𝗲. The customer must feel a clear difference between the old way of working with you and the new way forward. Consistent delivery builds back trust. When you do this, a customer who came in saying “everything is broken” often walks out realizing there are really just 2–3 solvable issues. And solving those gives you the chance not just to save them for one renewal cycle, but to truly reset the relationship for the long term. Have you ever had to walk into a customer fire like this? What’s worked best for you to turn things around? #customersuccess

The other day, something rare happened. An employer gave us a mediocre review after an event. Not bad, just not the level of satisfaction we’re used to. We didn’t dwell on it - we leaned into it. Here’s what we do when we get constructive feedback: First, we share it with the team - immediately. Everyone needs to know where we can improve. Then, we take action. In this case, we reached out to the employer directly and said: "Tell us everything. What happened? How could we do better?" The employer’s response was eye-opening. First, the issue turned out to be much smaller than we initially thought - a minor hiccup, really. Second, the employer was blown away by how seriously we took their input. They appreciated that we didn’t just listen - we acted. By the end of the conversation, they were not only satisfied but impressed. Our quick response turned a so-so review into a moment of trust and connection. Moments like this are why we have a clear process for handling feedback: Share it. Act on it. Improve from it. It’s more than customer service - it’s about showing that we value input and take it seriously. Internally, it reinforces a culture of accountability and action. Externally, it builds trust and loyalty. If you’re serious about serving your customers, don’t just hear them. Act. It’s the difference between good service and great relationships.

When things aren’t going perfectly with clients, we’re not only brutally honest, but we’re the first to bring it up. But it took years for my co-founder and I to build up the courage. I used to be a pleaser. Terrified of having difficult conversations with clients. Worried about hurting feelings. Maybe that’s because it’s how most agencies operate—vague promises, smoke and mirrors, kicking the can down the road. Never ‘it’s our fault.’ Always ‘we're just waiting for the algorithm changes to settle’ or ‘we just need to adjust the target audience slightly’. But that approach tends to backfire. What starts out as discomfort (because everyone knows things aren’t quite going well) becomes an acid that eats through and eventually destroys the relationship. The truth is that clients aren't stupid. They wouldn’t be where they are if they were. They know when they’re being fed BS. And they deserve the truth. For example, last year, we had a client whose campaigns weren't hitting their targets. Instead of dancing around it, we told them: 'We can hit this conversion target, but only by turning on low-quality traffic that won't actually help your business long-term. Let's either set a realistic target or plan a clean transition.’ Was it uncomfortable? Absolutely.  But it led to a series of honest conversations. It also led to the kind of newfound mutual respect only unvarnished candor creates. Thoughts? Discuss.