The Enduring Wisdom of Busy Bee

Christopher Guest’s?Best in Show?parodies the humans behind an annual dog show. In addition to being what I consider a perfect film, it calls out something we know but don’t always act on:?

People need to feel heard.?

The scene of note features Meg Swan, a woman strung tighter than the braces cemented to her teeth. She races to a pet shop to replace Busy Bee, her dog’s precious missing toy. The shop owner’s earnest attempts to assist are met with frustration, which morphs into white-hot rage as Meg rejects a string of unworthy alternatives.?

Here’s what struck me:?

The shop owner wasn’t doing anything wrong, per se. But he and the other poor souls in Meg’s path might have had a less tense exchange if someone had taken time to acknowledge her anguish.?

Delivering disappointment is part of the gig when you interact with customers or clients. At the same time, we are naturally inclined to avoid discomfort. In a service setting, it may seem easier to sidestep charged emotions; deflection may even be company mandated. But this tactic only prolongs the pain — often with lasting impact.?

Here are three recommendations to inform your approach?and?uphold brand integrity the next time you’re tackling a thorny service issue:

1)?????Set aside your agenda.?

Whether you’re scripting for a call center or answering to investors, it’s tempting to justify your position with context. With external communications, however,?it’s not about you. Take an honest look at the impact your clients will feel from the situation. Stay grounded in their perspective to avoid a defensive stance that centers on yours.

2)?????Say something, including when you can’t say anything.?

Ignoring pleas for information not only fuels frustration but also paves the way for others to shape your story. If compliance or legal matters prohibit commentary, share that. If a solution is still in the works, share that. Expressing uncertainty is a sign of humanity, not weakness. And it’s way better than crickets.?

3)?????Validate emotions.?

You don’t have to agree with your clients’ reactions (or remotely fathom them, in Meg’s case) to recognize them. Empathy shows you’re on their side, even when you can’t deliver the desired result. But it must be genuine to facilitate progress. Insincerity will backfire.

Defusing Meg’s meltdown would have deprived us of Parker Posey’s brilliant performance, but back in the real world it pays to prioritize client concerns. Review marketing and user experience content regularly to remain credible and relatable.?Building trust through brand communications makes it easier to navigate tough times.

#brandexperience #customerexperience #messaging #marketingcommunications

Confident in your offers but struggling with your story? I can help:?goodinbrand.com.