Several years ago, I was waiting for a flight, and a lady came to the ticket counter from an adjoining gate and asked the attendant if an announcement could be made about the status of the flight from that gate. Apparently, it was past the departure time; the monitor revealed nothing, and there was no airline person at the gate. A few minutes later an announcement about the delay was made, but not after several moments of irritation on the part of the passengers waiting for that flight.

Why is it that so many companies communicate so poorly with their customers – especially when things are not going quite right? Common sense tells us that communications should be amplified in such instances. And yet it seems that there is a bit of a “run and hide” mentality when the train runs off the tracks. Airlines may be the worst where this is concerned – we all have more airline stories than we can remember. But this malady is shared across the business spectrum. While visiting a resort community in California, I walked past a grocery store that had a sign on the door at midday saying, “Closed – Computers Down.” Customers were trying to open the locked door and shook their heads after reading the sign. What a missed opportunity!

There are a couple of reasons why this happens, neither of which are good. The first is a cultural issue. If a company adopts the philosophy that the customer comes first, then its response to anything going awry impacting the customer will be immediate, complete, and ongoing communications. Anything less is contrary to a customer-first culture. We entrepreneurs must decide if we are going to embrace such a culture and if so, determine the steps that we are going to take to ensure that come hell or high water the customer will always be wrapped in a warm blanket. Which brings us to the second reason why many companies fail at communicating effectively when things go wrong.

A company may have every intention of effectively communicating with its customers through thick and thin. But unless there is a clearly defined strategy that translates into actionable steps for every member of the team, there is no way that successful implementation can happen. Take the airlines for instance. I have trouble believing that they do not have great customer service as an intention. However, there is no other explanation than there is a disconnect between their strategy and putting it into practice.

In our respective organizations, we can make certain that our strategy and implementation are seamless through simulation. This involves identifying every possible mishap that could occur, causing issues for our customers. Next, we can create a step-by-step process for dealing with these problems while maintaining a constant focus on how we smooth the way for our customers. It will require a combination of urgency, honesty, straightforwardness, empathy, clarity, and frequency. In other words, we are going to quickly tell our customers what has happened in clear and concise terms. We are not going to lie – if the airplane is broken, we will tell them that the airplane is broken and not make up some other excuse. We will apologize for any inconvenience and take the necessary steps to make things as painless for the customer as possible – even if it costs us some money. And we will continue to communicate early and often until the situation is resolved. Every member of our team will know exactly how they are supposed to make this happen and we will practice, practice, and practice some more.

If we truly care about our customers, our bottom line will be the best for it. Thus, we should do everything in our power to make sure that the customer has a positive experience even when we have trouble delivering our products or services.

This blog is being written in tandem with my book, “An Entrepreneur’s Words to Live By,” available on Amazon.com in paperback and Kindle (My Book), as well as being available in all of the other major eBook formats.