Let’s face it, we don’t know what each day holds for us from the time we wake up until the time we go to bed. You might receive great news, or you might be put in a bad situation like your car breaking down. The point is many situations we find ourselves in on a day-to-day basis are uncertain. Now, while we can’t predict the future, we can take some actions to make uncertain situations feel more certain. From a business perspective, this can mean situations such as customer service or getting fired — situations that can be rather uncertain.

In uncertain situations, the key is to create something certain that customers and employees can count on. Though it may sound easier said than done, we give you some tools and suggestions that you can use to combat uncertain situations.


By far the best tool that you can give customer and employees is providing reassurance. Especially during a recession, reassurance is going to give your customers and employees peace of mind to the situation at hand. The key to reassurance is transparency; honest communication is going to help maintain and restore faith in your employees.

In light of a competition’s acquisition or news, it’s important to readdress the competitive advantage that your company has. This can reassure customers that they should be confident in their choice of choosing you as their vendor. As simple as reassurance is in practice, it’s necessary to gain the trust and respect of your employees and customers.


As mentioned above, transparency and reassurance go hand-in-hand. You can reassure your employees by being transparent. Honest, clear communication is going to help satisfy your employees’ need to know information. The biggest pet peeve for any employee is being kept in the dark, especially with company activities. Employees want to know what’s going on and how it will affect them. An easy solution is to have a manager or executive in the company address anything going on with the company. This level of transparency helps to build a personal connection between employees and managers.

Like employees, customers like to be in the loop with what’s going on with the company. Being transparent with your customers helps you establish a level of trust with them. The more you share with them, the more trust you build. Establishing trust is a key ingredient in a long-term relationship with your customers. Not only does it benefit your customers, but your company then gets the reputation for being trustworthy.


If you can’t provide reassurance that everything is fine for your employees and customers, another option is creating a contingency plan. This is a plan put in place in case an uncertain situation arises, such as a recession. Given the last recession, it is possible for companies to retain all of their people and for customers to continue to use services at a discounted rate.

With an uncertain situation, you want to make sure that you are maintaining a personal connection with your customers. Personal connection is going to be what gives your customers faith to survive uncertain times. Reassure to your customers that you are going to do your best to adapt to the conditions for the best possible situation. This will give your customers faith that they can still turn to you during the tough times and that you will do your best to accommodate their needs.


Even when we can’t control the situation, we can control our reaction to it. During any uncertain times, emotions are at an all-time high. Your reaction is going to make a difference in how you handle a situation and how others are going to respond to the situation. The more positive your attitude is, the easier it is to respond to the situation. Not only that, your coworkers will see the silver lining in the situation as opposed to a dark cloud.

For customers, you want to be sure to come off positively when talking to them. When you talk negatively, your customers are going to pick up your negative vibes, which will reflect poorly on you and your company. It should also be mentioned that keeping the conversation light doesn’t mean omitting details or telling white lies. Keep things positive and the outlook bright. Not only will it bring your customers optimism, but it will also keep you looking on the bright side too.

No need to worry

By giving your customers and employees positivity, contingency, transparency, and reassurance, you will give them certainty in the most uncertain of situations. While it may be hard to establish certainty at first, it will be well worth it in the long run. Certainty will give you the ability to build a personal relationship with both your customers and employees.


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