The Value of Trust in Customer Communication

The Value of Trust in Customer Communication

This article explains the difference between a standard response—"We are working on it and will update you when we have more information"—and the same message delivered by a trusted Customer Success Manager.

Scenario 1: Standard Response (Low Trust)

During a high-impact issue, a customer logs a ticket and receives the reply:

"Thank you for your request. We are currently working on this ticket and will update you as soon as possible."

The Incident Lead on the customer side quickly comes under pressure from management, domain leads, and eventually C-level executives. The update "They are working on it" is not considered sufficient, resulting in repeated follow-ups.

As pressure increases, communication becomes fragmented. Stakeholders begin reaching out across the organization to gather information—what happened, what the next steps are, when a workaround will be available, and the estimated time to resolution.

This creates several problems:

  • Time and resources are wasted on both the customer and vendor sides
  • Unnecessary stakeholders become involved
  • Frustration and dissatisfaction increase internally and externally
  • The original issue becomes distorted as different interpretations of impact and timelines emerge
  • Resolution is delayed due to confusion and lack of coordination

Potential vendor stakeholders involved:

  • Resolution and Support Teams
  • Client Partner (Sales)
  • VPs (various domains)
  • C-level executives
  • Program Teams
  • QAs, BAs, Developers
  • Executive leadership (CEO, CIO)
  • Any reachable contact within the organization

Potential customer stakeholders involved:

  • Incident Manager
  • Customer Resolution Teams
  • Business stakeholders
  • C-level executives
  • Executive leadership (CEO, CIO)

This scenario highlights how a lack of trust amplifies noise, increases costs, and slows resolution.

Scenario 2: Trusted Response (High Trust)

During a high-impact issue, a customer logs a ticket and receives the reply:

"Thank you for your request. We are currently working on this ticket and will update you as soon as possible. I am personally overseeing this issue and coordinating with all relevant technical resources. As soon as I have the next steps, I will document them in the ticket, follow up via email, and arrange a call if needed to ensure timely resolution.

Thank you,

[Your Name]

Customer Success Manager"

When the Incident Lead communicates that a trusted Customer Success Manager is actively engaged—and that updates will be shared promptly—stakeholder confidence increases significantly.

As a result:

  • Escalation to C-level executives is minimized or avoided
  • Communication remains structured and controlled
  • The ticket follows the proper escalation path
  • Resolution progresses more efficiently
  • Customer confidence is maintained

Potential vendor stakeholders involved:

  • Resolution and Support Teams
  • Customer Success Manager

Potential customer stakeholders involved:

  • Incident Manager
  • Customer Resolution Teams

Key Takeaways

  • Trust reduces unnecessary escalation and limits stakeholder overload
  • Clear ownership improves communication and accountability
  • Proactive updates prevent confusion and misalignment
  • Effective collaboration lowers cost and accelerates resolution

Trust doesn't change the message—it changes how the message is received.