Keeping your customers well informed is a simple yet remarkably powerful way to improve their experience. While there's no need to bombard people with updates, proactively providing prompt, precise feedback is generally a good idea when:

1. A task is successfully completed - “Your bank account has been closed.”

2. A process begins, milestone is reached or there is significant progress - “Your order is on its way.”

3. There’s a change of plan (for better or worse) or new information - “Your delivery will arrive a day early / We substituted your broccoli for kale.”

4. There’s been a mistake or a process fails - “Your billing address update didn't go through.”

5. There’s been a significant passage of time without any communication - “Everything is going according to plan with your watch repair.”
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ncidentally, these are all pieces of feedback I wish I’d received recently, but didn't.

One last tip: The more important something is to the customer, the more valuable these updates become. So if you’re going to work on this aspect of your customer experience, consider starting with the high stakes scenarios first. The greater emotional involvement invokes greater appreciation.

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