Nobody remembers the routine customer service interaction where everything goes exactly as expected. But people do remember the moments when something goes wrong, especially if the issue is handled poorly.

That was the central message of the recent GovLoop CX Community of Practice virtual discussion, featuring Laurie Brown, CSP,
communication skills expert and author. During the 30-minute discussion, she shared practical strategies that government employees can use to turn frustrating interactions into positive experiences that build trust with the public.

Read on for some of Brown’s key takeaways from the session. You can also watch the session recording in its entirety below.

Start by Listening

According to Brown, one of the biggest mistakes public servants make is trying to solve the problem instead of truly listening to their customers.

“When people contact government, they want to be heard,” she explained.

Even when staff members know exactly how to address an issue, jumping straight to a solution can leave constituents feeling dismissed. Instead, Brown recommends giving people space to fully explain their concerns before responding.

Don’t Take Complaints Personally

When someone is frustrated, angry, or upset, it’s easy to feel defensive. But Brown reminded attendees that most complaints are about a situation, not the employee trying to help.

Constituents often arrive after dealing with confusion, delays, or multiple failed attempts to get assistance. Remembering that the frustration is usually directed at the problem, not the person, can help staff stay calm and focused.

Empathy Matters More Than an Apology

One of the discussion’s most surprising takeaways was Brown’s view on apologies.

Simply saying “I’m sorry,” over and over isn’t enough. In fact, she noted that apologies without empathy or action can feel meaningless. Instead, employees should acknowledge the person’s experience and show they understand the impact.

Phrases that can be more effective include:

• “That sounds really frustrating.”
• “I can understand why you’re upset.”
• “Let’s see what we can do to address this.”

Take Ownership

Even if you aren’t the person who can fix the issue, Brown advised taking ownership until the customer reaches the right resource. People want to know that someone is advocating for them. Passing them from office to office without clear guidance only increases frustration.

When the Answer Is No, Explain Why

Nobody likes hearing “no,” but sometimes policies, regulations, or laws leave little room for flexibility. In those situations, Brown recommends explaining the reason behind the decision and focusing on what can be done.

She also encouraged attendees to take the time to explore alternatives, check with a supervisor, or look for solutions, demonstrating a willingness to help even if the original request can’t be approved.

Managing Difficult Conversations

For particularly hostile interactions, Brown emphasized the importance of staying composed. Simple techniques such as taking a breath, pausing before responding, repeating key information back, or taking notes can help de-escalate tense situations.

The Bottom Line

As the webinar wrapped up, Brown distilled her advice into a few simple words: Listen. Show empathy. Take ownership. And take care of yourself.

Looking for more ways to polish your CX? Join us on Monday, Sept. 14, from 4–4:30 p.m. ET/1–1:30 p.m. PT, when we share “3 Metrics for Measuring CX Success.”