They say the only thing certain about change is, well, it changes.
The past few months have been a whirlwind. Tariffs, market swings, shifting economic signals—every day seems to bring a new plot twist.
The emotional toll is real. As a small business owner, I feel it. You probably do, too. And just like us, our customers are navigating these stormy seas.
This moment calls for leadership. In fact, now is the moment for the steady, clear-eyed leadership that customer experience (CX) professionals are uniquely positioned to provide.
How do you guide your customers?
When the ground beneath us is shifting, we crave something solid. So do our customers. They want to know someone’s paying attention. That someone cares. And while we may not have all the answers, we do have some tools to guide us.
Here are a few ways to lead with empathy and clarity during these uncertain times.
Understand customer anxieties: It’s crucial to not only understand the worries of your customers but also to acknowledge them.
Start by tuning in. What are your customers worried about right now? Are they worried about shipping delays? Price changes? Service disruptions?
Make a list of the anxieties your customers might be experiencing—not just the ones they tell you about, but the ones that go unsaid. Consider what they might be waiting for, uncertain about, or questioning. For example:
- Are they waiting on a refund or update?
- Do they need clarity on changing policies?
- Are they nervous about rising costs or inconsistent service?
When you name those concerns internally, you’re better equipped to address them externally. Ask: How can we provide reassurances? How can we help set expectations?
Get clarity where you can: While we can’t predict the future, we can illuminate the present.
Map your customer journey with a focus on the friction points that are most vulnerable during times like these. Look for the following issues:
- Bottlenecks in communication
- Delays in product or service delivery
- Unclear next steps for customers
Wherever you spot confusion or frustration, seek clarity. Then, be proactive in communicating it — on your website, in customer service scripts, in email updates. Even a simple message like “We’re monitoring this closely and will keep you updated” can provide powerful reassurance.
Then keep that promise and keep communicating.
Lead with honesty — and set realistic expectations: This is not the time to overpromise. Resist the temptation to ‘spin’ a message to your customers. Customers respect businesses that are transparent — even if that means saying, “We don’t know yet.”
A few phrases that strike the right tone:
- “Here’s what we do know…”
- “While we can’t predict X, we are committed to Y.”
- “We’re cautiously optimistic, but we don’t want to make promises we can’t keep.”
Honesty paired with empathy builds trust —even when circumstances are beyond your control.
Create small moments of certainty and delight: Amid the chaos, small gestures make a significant impact. Can you send a thoughtful note to loyal customers?
Could you add a moment of surprise to your onboarding process? Remind customers of the values that haven’t changed, even as the world around us does?
These small acts don’t require huge budgets — they require intention. And they help customers feel valued.
Stay grounded in your mission: This is a moment to return to your “why.”
When it’s hard to know where the road is heading, your customer experience mission statement can serve as a compass. Reaffirm your commitment to delivering meaningful, human-centred experiences, even if the “how” must shift.
When it comes to leading customers through difficult times, businesses must always exercise empathy.
In uncertain times, customer experience professionals play a vital leadership role by guiding customers with empathy, honesty, and clarity.
Businesses should acknowledge customer anxieties, improve communication, and avoid overpromising. Providing small, thoughtful gestures and staying true to core values can build trust and reassurance.
While we can’t predict the future, we can lead with compassion, helping customers feel seen, supported, and grounded despite ongoing change and instability.
As we all try to find our footing, let’s remember: Our customers don’t expect us to have all the answers; however, they do notice who shows up with clarity, empathy, and care.
We can’t predict what’s next, but we can show up, lead with compassion, and give our customers one less thing to worry about.
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