Maybe you can’t solve all your problems right now. Distribution jammed, resources scarce, staff resigning, delivery uncertain, customer satisfaction at its lowest level. What you can do, though, is communicate at an exceptional level.
When things go wrong, it’s not the mistake or error that must be the deciding factor—we are all human, we all make mistakes, and we all know others do too. But poor communication or lack of communication can really tip us over the edge. From infancy, we’re wired to notice good and bad communication rather than errors in supply chains or product faults. We notice when someone is truly paying attention and focused on our needs. We are wired for connection. In business, whatever deals you are trying to make or keep, communication skills and human connection are the real deal-breakers.
Your business might not always find the solution to a problem, but it can always focus on excellent communication, leadership, and relationship building. Even when service is disappointing or uncertainty, loss, or crisis occurs, good communication can turn the experience around, bringing meaning, joy, and connection to your employees and customers.
The Ripple Effect of Communication: Real Experiences
I’ve had a number of customer service moments recently—some good, some bad. I cancelled a delivery service but experienced a complete turnaround with a company that sold me a faulty product.
Why did I cancel the delivery service yet feel differently about the faulty product company? Simple: the way they communicated, interacted, and made me feel. As our 4D friend Anthony Etherton says, it’s not rocket science—it’s good, clear, and above all, intentional communication.
Take a moment to recall a time you got annoyed with a company—not because they made a mistake, but because their communication was poor. Now think of a time a company made a mistake but, due to excellent communication and relationship management, you stayed loyal and appreciated their care.
Notice how you feel recalling these contrasting experiences. This is the ripple effect on your business—extending deeply into people’s lives, memories, and ongoing relationships.
