How to Deliver Bad News to Customers

Unfortunately, every service technician sometimes has to be the bearer of bad news. It’s not the most enjoyable part of the job. However, how you deliver bad news to customers can make all the difference in how your customers react and the impression they take away from their experience with you.

When equipment needs to be replaced, repairs cost more than the customer expects, or there’s an unavoidable delay, there’s a right way and a wrong way to share the bad news.

What you want to do is leave the customer feeling like you’re on their side and have done everything in your power to solve their problem to their satisfaction. Here’s how.

The best way to deliver bad news to customers

Start by managing expectations

When a customer calls in a technician to perform service, there’s always the possibility that bad news is coming, even when you’re doing routine preventative maintenance. So always resist the temptation to start the interaction with false promises: “I can fix this fast and you’ll be back up and running,” or “I’ll just get your maintenance done and be out of your way.”

This only sets up the customer for disappointment if you find something unexpected.

Here’s a related article that can help you do this well: How to Manage Customer Expectations for Repair Service.

Show empathy

Your customers depend on their HVAC and Refrigeration systems. We’re not talking about an optional product or service. So when you have to tell a customer about the need for an expensive equipment repair or replacement, in most cases the customer has to do something.

But remember, they certainly have a choice about their service provider.

With that in mind, express concern for the customer’s situation when you must deliver bad news. The right tone of voice and a few empathetic words can help to avoid the customer seeing you as the bad guy.

“I’m sorry to have to tell you that your air conditioner needs to be replaced. I wish I had better news.”

Don’t be tempted to say “I know how you feel,” because while that sounds sympathetic, it’s not honest. You don’t actually know how they feel.

Share the facts appropriately

Let the customer know what has gone wrong and the reasons behind the bad news. However, it’s not helpful to go into details that the customer doesn’t care about. Stick to the relevant facts.

If it’s a technical issue, explain it in terms the customer can understand: “A major component of the system has failed, and other parts are in such bad condition that it doesn’t make sense to try to repair it. You’d be wasting your money on a system that is likely to fail again soon.”

If it’s your fault (or your company’s fault), apologize and take responsibility. “We set an appointment for your install today, but we underestimated how long it would take to get the necessary parts. We’re going to have to reschedule. I understand your disappointment and I apologize for the delay.”

Try using the “sandwich” approach (if appropriate) to sharing bad news: starting and ending with good news and sharing the bad news in between. “Your new equipment is on the way, but the delivery is taking longer than expected. As soon as it arrives, we’ll schedule the install at your convenience and you’ll be able to enjoy your new system.”

Related article: What to Say to an Angry Customer

Offer choices

In some cases, you can’t make the decision for the customer. You can tell them your recommendation, but the choice is theirs. Choices are good; they help people feel like they have some control over a difficult situation.

In HVAC and Refrigeration service, the repair or replace decision falls into this category. In this situation, give the customer information about the options, but also give them some advice about how to make the decision.

Explain that you will provide a cost estimate for a repair and a timeline for when you can complete it. And let the customer know that you can also have an account rep contact them with cost estimates and options for replacement equipment.

Next, share some factors that can help the customer make a decision. For example, has their system been well maintained and reliable until now? That may mean it may be able to last a while longer with repair and give the customer time to budget for replacement. On the other hand, has the equipment been struggling to maintain set temperature? Are energy bills going up? It may be time to cut losses and invest in new energy-efficient equipment.

Explain the next steps

Especially when a major repair or equipment replacement is needed, clearly explain what the customer can expect to happen next. That includes the timeline. Don’t make unrealistic promises, but do let the customer know when they can expect a solution or a next step.

“I’m going to call my supervisor now and have the parts ordered for your repair. We should have them in a few days. As soon as we have an ETA, my supervisor will call you to schedule a time to complete the repair.”

Answer any questions

Always offer the customer the opportunity to ask any questions they may have about the news you delivered, the solutions you offered, or what they can expect from your company.

Carefully and calmly explain what you can. If you can’t answer a question immediately, pass it along to someone who can, and let the customer know when (and from whom) they can expect a response.

More career advice for HVACR service technicians

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