The Best Ways To Say No To Your Customers

“No”–it’s a word many associate with guilt, others learn to adopt it into their repertoire as a form of boundary setting, and it’s even a complete sentence in and of itself. “No” in all its forms is a statement of power, but in instances where a power dynamic may feel uneven, it carries its risks. In the customer service space, where we’re often discussing where and how a power imbalance between company and customer may arise (and if there should even be one at all), “no” is a particularly tricky word to include in CX vocabulary. 

For customers, it’s arguably the worst word you could possibly hear from any organization that you buy anything from. In a time period of instant gratification, make-good coupons and endless other vendors who can tell you “yes,” it’s not hard for a consumer to decide that “no” is the one word that will send them packing. On the part of the company, “no” is an admission that even though an organization might want to do everything in its power to satisfy customers, employees might not be able to logistically or realistically meet those consumer needs. The utterance of “no” by companies can be, on the contrary, a way to protect people and products from undue backlash and behavior from customers. 

No matter how you slice it, “no” sounds like a lose/lose for customers and companies–but it doesn’t have to be. Here are some reasons why saying “no” is an integral part of the customer experience, and clarity on why, when and how to successfully say it without damaging customer relationships:

Why Would I Even Say ‘No’ To Begin With?

As the U.S. approaches a recession, faces employment complications and moves in flux with the ongoing impact of a global pandemic, organizations across industries are facing limitations on everything from hiring to resource sourcing. When teams struggle to meet high call volumes, secure investments needed for improvement, or lack product supply to meet customer demand, they might be faced with the daunting task of saying “no” to customers. 

Organizations that overpromise and underdeliver see high rates of customer dissatisfaction due to the fact that customers are under the impression that the type or quality of service they received is less than what the company in question is actually capable of. However, if meeting a customer’s needs is outside the scope of an organization’s capacity, adjusting expectations can be critical to securing consumer trust. If you do have to say “no,” is it because your company policy or state of business operations dictate that a “yes” is out of the realm of possibility, or is it because you have yet to have a clear understanding of what a customer may want or need? While some policies served an appropriate purpose in some instances (pre-COVID, before the prevalence of the Internet, without consideration for those with disabilities or unique service needs), they may not have a place in today’s CX landscape and can actually be a barrier from providing quality service.

In instances where it’s necessary, a “no” can be communicated in a variation of ways that don’t alienate customers or actually include the ever-loathed N-O. A notice on your website, marketing materials or branding that notes your current limitations in a transparent, matter-of-fact way puts the onus on the customer to decide if engaging with your brand is the right thing for them.

• “Due to economic strain as we, like you, prepare for the potential of a recession…”
• “As we are experiencing higher than expected call volumes, our average wait time is currently…”
• “An alternative to contacting us via phone is…we will be readily available to assist you there”
• “Due to supply chain issues, we are currently offering … in lieu of … and will provide customers with … as soon as we are able”
• “In order to provide you with the best quality service and experience possible, we are unable to … until….”

There are many ways to say “no” without saying it, and the truth is that there may be times where a direct “no” is the difference between a gain and a loss. While these phrases or statements sound undesirable or off-putting short-term, they have long-term benefits for your business and consumer base. For those customers who are not able to work within those situational limitations, they may feel compelled to turn to a competitor or other service. But for those that recognize the circumstances we are all under, it is an opportunity to build a long-lasting connection rooted in working towards meeting those customer needs as soon as you are able. Transparency surrounding limitations outside of your personal control humanizes the CX and helps develop an understanding between customers and organizations that the relationship can be one of sincere mutuality, consideration and respect.

Why ‘No’ May Be A Bruise On Business, But A Shield For People

As mentioned, saying “no” does run the risk of losing customers–it’s part of human nature and psychology to not like hearing negative feedback, hard truths, or statements contrary to our own confirmation biases. At the same time, saying “yes” when a “no” is warranted presents a danger to not just future business opportunities, but even the safety of your team. Customer dissatisfaction and negative interaction with customer service agents has been on the rise since the beginning of the pandemic, and the Internet is regularly flooded with phone or in-person altercations between customer service workers and customers. It begs reminding that customers do not know or always understand your company’s SOP or why certain opportunities or products may not be available to them. While loyalty programs can help secure a client base and bending the rules and making exceptions on an as-needed basis is an additional way for customers to remain in your network, down the line it can create an unspoken expectation in the mind of the customer that your organization’s standards don’t apply to them.

In the event that an agent or team member is faced with undue hostility from customers surrounding company policies or lack or resources to provide, saying “no” allows for organizations to protect their workers and ensure that they are not put in a place of physical or emotional danger. Burnout  among employees is high, and morale  among call center employees is low. With–or without–that knowledge, prioritizing the safety of staff over the profit of business should be a top priority of all customer contact leadership.

I Said ‘No,’ Now What?

If you’ve arrived at a point of having to deny a customer something they want, you and your team have likely assessed the circumstances and established that saying “no” is the best course of action to take for the time being. While we have already identified reasons and ways that saying “no” can be effective in the agent/customer relationship dynamic, understanding next steps once the proverbial hammer has been swung is important to retaining customers and meeting satisfaction.

Rejection can be painful–in life and in business. A customer who is met with rejection may be feeling defensive, targeted, frustrated or even surprised. In those moments, customer care agents and managers are the first line of defense in deescalating potential problems and turning negative circumstances into ones that are positive or even neutral. There are some phrases, tactics and methods available to you to make sure that your “no” won’t send your customers running for the hills.

• Present Alternatives
  Saying “We can’t accept your return, but we can make an exchange” or offering a discount on a replacement product make hearing “no” feel like a less definitive and damning statement on the part of the customer, while better ensuring that the company is following protocol, policy and compliance efforts.
• Express Empathy, Communicate Understanding, And Take Action
  Sharing that you too would be frustrated if met with these circumstances, or that you too have had this experience in other areas of your life will make customers feel less excluded. An “I’ve been there” could be the key to leveling the playing field. Noting that because you have faced similar circumstances or helped customers solve related problems you have a plan of action on how to provide an equitable solution will let customers know that they came to the right place for help.
• Offer Support In The Moment, And Consideration For The Future Nobody likes hearing “no,” but everybody likes feeling heard. If a customer seems to be struggling, listen within your safety and ability to how they feel. This feedback can be valuable to improving the customer experience for this–and other customers–down the line. While an organization’s current policies or operations may limit their ability to fulfill all requests today, that does not mean that those policies will be in place permanently. If your brand continually faces the same issues, perhaps it’s time to revisit whether or not your “no” begets the bottom line.

Of course, even attempts to cushion the blow of a “no” run their own risks. Depending on the customer and the agent dynamic (by phone, via email, on chat or in a video call), some of the above suggestions may sound disingenuous. This hesitancy on the part of the customer to receive alternatives or moments to connection can be, at times, warranted. The presence of “no” creates doubt and destabilizes beliefs that individuals are worth effort or investment, and these feelings can appear in interpersonal engagements big or small. The goal for companies and organizations faced with denying customers is to remind consumers that they–and the company’s brand–are worth the effort and continued relationship building.

Business Is Built On Risk Taking. Don’t Let ‘No’ Stand In The Way Of Your Future ‘Yes’

All organizational leaders are responsible for assessing the risk and return on investment that new strategies, initiatives and technologies will have on the contact center, customer service and the employee experience.  Enforcing industry compliance, leveraging regulations within the organization, establishing policies and evaluating performance are all key parts to a successful CX strategy that allow for customers to find satisfaction and employees to find success in the contact center. With each conversation managers and team leaders have on these topics, there will come times when they have to say “yes” or “no” to ideas or strategies that may not fit the organization’s vision. Similarly, to meet that vision there will also be times when, externally, customers will also be met with “no.” Instead of viewing the word as a barrier to customer satisfaction and organizational success, “no” can be the catalyst in establishing core tenants and eliminating assumptions on the part of the agent and the customer.

As the saying goes, for every “no,” there is a “yes.” And on the rare occasion that you’re met with the do-or-die word, remember that a strong organization has a clear mission, sticks to its principles, manages expectations, supports its team members, values transparency, and utilizes all of the above to its advantage in the customer service space. If you are doing that, then you will continue attracting and even retaining consumers that align with your values and can support you in strengthening your brand identity.

Photo by Wes Hicks on Unsplash: https://unsplash.com/photos/4-EeTnaC1S4