When something goes wrong.
THE PRINCIPLE
Tell the customer before they ask.
WHAT TO COMMUNICATE PROACTIVELY
Delays Stock problems Delivery failures Anything affecting their order
WHAT TO SAY
What happened What you are doing When they will hear next
WHAT NOT TO SAY
Excessive apology Blame directed at the courier or supplier Vague reassurance with no timescale
FOR A DELAY
"Your order is delayed by about three days because of a courier backlog. It will dispatch on Thursday and I will send tracking then."
Specific, honest, actionable.
FOR A LOST PARCEL
Replace or refund. Do not make the customer chase the courier.
FOR YOUR OWN MISTAKE
Say so plainly, fix it, and do something small to acknowledge it.
WHICH CHANNEL
Whichever they used, plus a phone call for anything serious.
WHAT THIS PROTECTS
The relationship, and the review.
