Products arrive
late, service performance disappoints, bills are mishandled or customers are misunderstood. Sound familiar? Even the best businesses often respond to these
or similar issues.
After
enrolling in a college business communications course, I was surprised to find techniques
are actually taught on delaying or buffering bad news. When a business intentionally delays bad
news, they are using an indirect strategy. Personally, my mother taught me many years
ago not to just blurt out bad news because it may hurt someone’s feelings. But, is it ethical for businesses to use this
approach when responding to a customer’s request?
Delivering disappointing
news is not easy or pleasant but, if done effectively, it can be gratifying. As a business communicator, you must consider
your goals and analyze how the customer may react. By delaying bad news, the blow is softened and
allows time for the customer to be receptive to your explanation.
In using an
indirect strategy, the motive is NOT to deceive, hide or misrepresent the truth. Actually, it is about being ethical, showing compassion
and expressing sensitivity while remaining an effective communicator. Besides, everyone knows mom is always right!
