It’s Not the Problem That Bothers Me. It’s the Lack of Communication About the Problem.

In today’s fast-paced world, especially in industries like telecommunications and internet service, problems happen. Equipment fails, services go down, and systems need repair—it’s inevitable. But what should never happen, and what often creates even more frustration, is the failure to communicate clearly with customers when those problems arise.

I recently came across a social media post where someone shared their frustration with a telecommunications provider, Company A, and their decision to switch to Company B due to repeated issues. Ironically, Company A—a business built on communication—struggled most in that area. Here’s what they had to say:

“Ordered equipment on Wednesday from Company B. It arrived today, set up was a breeze, and the service seems to be better than Company A so far. Once I'm 100% sure Company A has credited my account, I'll be canceling them. It's not the outage that bothers me; it's the lack of communication. Even if I do manage to speak with someone, they tell me something different than the last person. It's 15 days later, and they still have no idea what's going on. It's unreal for such a large company to be so unorganized and incapable.”

What stood out wasn’t just the service issues—it was the frustration of being left in the dark. For many, it’s not the problem itself that pushes them away from a company; it’s how that company handles the issue. A lack of transparency, mixed messages from different representatives, and no clear resolution can quickly erode customer loyalty, just as Company A lost this customer.

In this case, the decision to switch providers wasn’t because of a technical issue. It was the feeling of being ignored, of not knowing what was happening, and being given inconsistent information. And while it’s especially ironic coming from a telecommunications company, the truth is, clear and consistent communication is crucial for any business.

As leaders, we need to take this lesson seriously. When problems occur—and they will—our response, our communication, and our ability to keep customers informed are critical. Customers are far more understanding when they feel valued and informed, even in the midst of an issue. It’s not about avoiding problems; it’s about handling them with integrity and clarity.

So the next time your company faces an issue, remember: It’s not the problem itself that matters most—it’s how you communicate about it.

For more on the importance of communication in leadership, check out my new book, Authentic Leadership: What Really Works. In Chapter 6: Authentic Communication, I dive deeper into why clear and honest communication is a key pillar of effective leadership. Click here to get a copy

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