Working across the financial sector globally has consistently demonstrated the importance of three key customer service skills for frontline teams. Creating positive customer experiences, building trust and retaining customers requires a strong balance of people skills alongside technical knowledge. 

Whether handling a routine query, resolving a concern or delivering unwelcome news, a customer service representative’s approach can make the difference in the relationship between the customer and the organisation. 

In this environment, three essential skills stand out: expressing empathy, welcoming and responding to feedback and delivering disappointing news appropriately. When these skills are applied effectively, frontline professionals are better equipped to build strong and lasting customer relationships. 

1. Expressing empathy: recognising impact and moving to action  

Empathy is a cornerstone of excellent customer service, particularly in the financial sector. Traditional approaches often focus on recognising the emotion a customer may be experiencing, which can at times feel scripted or impersonal and should only be used when we are confident of the emotion and not assuming something that may be inaccurate.  

An effective additional approach is to acknowledge the impact of the situation on the customer and then move forward by focusing on what can be done to improve it. 

For example, if a customer calls about a discrepancy in their bank account, instead of saying, “I understand how frustrating this must be for you,” an alternative constructive response would be: 

“I can see how this situation is very concerning, especially as it is affecting your account balance. Let’s work together to resolve this as quickly as possible.” 

This approach shows that the service representative recognises the significance of the situation while also providing reassurance through action. It helps to build confidence and reinforces that the customer is supported and in capable hands. 

2 – Welcoming and responding to all feedback 

In our experience working with banks and other financial institutions, applying MGI’s proven approach to welcoming feedback has resulted in increased customer satisfaction, including improvements in Net Promoter Scores. 

Glad > Sure > Sorry is a three-part tool from our Mindset, Language & Actions Toolkit that is frequently described by participants as a turning point in how they handle complaints and feedback. You can download a Guide to this tool here. 

It enables service professionals to: 

• Welcome the feedback  

• Show commitment to taking action  

• Apologise where appropriate  

For example: 
“I’m glad you told us about this situation so that I can help. I’m confident we can work together to find a solution and I’m sorry this has happened.” 

This approach is designed to be flexible and can be adapted to suit the conversation. Including a clear ‘Sure’ statement remains important, as it provides the customer with immediate confidence that action will be taken. 

Using this approach and using all, or even some of the steps of Glad > Sure > Sorry supports frontline teams in responding to feedback with certainty. When applied in practice, it strengthens the overall experience for both the customer and the organisation. 

3- Building trust and a positive relationship while delivering disappointing news  
  

Equipping teams with the ability to confidently deliver disappointing news or say ‘no’ is a vital part of any customer service capability. 

In day-to-day interactions, service professionals may be required to negotiate repayment solutions, decline applications or explain confidentiality requirements. These conversations can be approached with either confidence or uncertainty. 

Handled well, they present an opportunity to strengthen trust and maintain a positive relationship. 

This is achieved through: 

• Positive first communication focusing on what is possible first  

• Acknowledging the situation with a clear ‘no’ and an empathetic statement 

• Offering options or alternatives where possible  

For example, instead of saying, “Unfortunately we can’t waive that fee,” a more effective approach would be: 

“I can appreciate the impact this situation has had. We are unable to waive this fee today. Would it be helpful for me to talk through some ways to avoid this in the future?” 

This approach maintains clarity while continuing to support the customer. It demonstrates fairness and a willingness to help beyond the immediate request. 

From observing service professionals using this approach, it is clear that customers value transparency and practical support, even when the outcome remains unchanged. 

Building lasting relationships through effective communication 
  

Expressing empathy, welcoming and responding to feedback and delivering disappointing news with clarity and solution-focus are essential skills for frontline teams. 

Developing confidence and consistency in these areas supports strong customer relationships, builds trust and contributes to positive customer outcomes over time. 

Find out how our Mindset, Language & Actions Toolkit supports effective customer service delivery in the finance sector. 

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