“When things go wrong, communication—not perfection—defines great customer experience.”
–Colleen Lonsberry, No Updates, No Empathy, No Excuse
In customer experience, perfection is impossible—but authenticity is not. The most admired brands are not the ones that never stumble; they’re the ones that handle missteps with humility, empathy and swift communication.
This table highlights some standard communication breakdowns, customer reactions, and how each failure can be turned into a moment of trust and loyalty.
| Failure Point | Customer Impact | Better Approach |
| Over-invitation beyond venue capacity | Guests arrived to find overcrowding and long wait times, leading to frustration and physical discomfort. | Plan invitations according to venue limits and prepare overflow or streaming options to accommodate demand. |
| Lack of real-time updates | Customers feeling ignored and undervalued. | Send timely alerts via text or email, post signage or deploy staff to explain the delay and manage expectations. |
| No empathy during the wait | Attendees left without water, shade, or seating, creating emotional and physical strain. | Offer small gestures like water bottles, fans and chairs to show awareness and care in the moment. |
| Silence from event organizers | Customers perceived disorganization and indifference, eroding brand trust and loyalty. | Begin the event with an acknowledgment or apology, showing transparency and gratitude for guests’ patience. |
| No post-event communication | Attendees left without closure, increasing negative word-of-mouth and lasting disappointment. | Follow up with a thank-you email, a sincere apology, and perhaps a small goodwill gesture to rebuild goodwill. |
| Overall communication failure | The experience shifted from “exclusive” to “chaotic,” damaging the brand’s reputation among its most loyal customers. | Make proactive, empathetic communication a CX standard—before, during and after every customer interaction. |
Silence erodes trust. When something goes wrong, failing to communicate sends a louder message than the mistake itself — it tells customers they don’t matter.
Empathy builds loyalty. Simple gestures like updates, a water bottle or acknowledgment can transform frustration into understanding and reinforce brand respect.
Communication is the bridge. The best companies use honest, real-time communication to close the gap between expectation and experience — especially when plans fall apart.
When things go wrong, your words matter as much as your actions. Communicate clearly, consistently and compassionately—and you might just turn a frustrated customer into an even more loyal one.
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Bean, Jefrey. Van Tyne, Sean. The Customer Experience Revolution. Brigantine Media. 2011
Lonsberry, Colleen. No Updates, No Empathy, No Excuse: A Masterclass in Customer Experience Missteps. Customer Experience. October 2025. https://www.cmswire.com/customer-experience/no-updates-no-empathy-no-excuse-a-masterclass-in-customer-experience-missteps/