If you are running late to assist a customer at the counter, what is the best course of action?

• A. Tell the customer to come back later.
• B. Communicate early, apologize for delay, and manage expectations with a plan.
• C. Wait for the customer to become frustrated.
• D. Ignore and continue with other tasks.

Answer: (B)

When you’re running late to assist a customer, the best approach is to act proactively: communicate right away, apologize for the delay, and lay out a clear plan for moving forward. This shows respect for the customer’s time and keeps them in the loop about what will happen next, which reduces uncertainty and builds trust.

A quick, honest acknowledgment makes a big difference. For example, you could say you’re currently with another customer, give a realistic ETA, and offer a concrete next step (such as having a teammate assist sooner or taking the customer’s contact info to follow up). This approach demonstrates accountability and keeps the interaction moving toward a resolution rather than leaving the customer waiting in limbo.

Choosing not to communicate, asking the customer to come back later, or ignoring the situation leads to frustration and a sense that their time isn’t valued. Proactive communication and a clear plan are the fastest path to good service, even when delays happen.