Chapter 3
Earn trust when it’s hardest: The human side of collections
Trust is your most valuable currency
Debt collection can be one of the most emotionally charged moments in a customer journey. For customers, it may be stressful or even shame-inducing. For brands, it’s a fragile but powerful opportunity to show empathy and earn trust.
But here’s the reality: most collections interactions aren’t just about money; they’re about people navigating difficult situations. A report on global consumer satisfaction and loyalty indicates that overall satisfaction levels across various industries remain steady at 76%, but key loyalty metrics such as consumer trust, advocacy and repurchase intent are lagging behind.4 How you treat customers in critical moments can shape whether they stay loyal, spread negative word of mouth or disappear for good.
Trust is earned when stakes are high
Collections is where that gap becomes most visible. Customers may already feel vulnerable or defensive. The way your agents respond — their tone, empathy and flexibility — can make the difference between an escalated call and a successful resolution.
Pro tip: Empathy is about meeting people where they are, and working with them, not against them, to find a solution.
Empathy is smart business
Handled well, collections can be a conversation that builds the brand, not breaks it. When customers feel respected, heard, and supported, they’re far more likely to cooperate and follow through on payment plans.
This is especially important in industries like financial services, healthcare, and utilities, where long-term customer relationships matter. A positive collections experience recovers funds, reinforces loyalty and protects your brand reputation.
What that looks like in action:
Teach agents to recognize emotional cues and respond with calm, nonjudgmental communication.
Support agents with real-time guidance with live coaching or AI prompts to help navigate high-stress conversations in the moment.
Ditch rigid scripts in favor of flexible frameworks that allow agents to tailor their approach.
Let customers choose their preferred channels, payment plans, and timing, giving them more control during a vulnerable time.
Use sentiment analysis and post-interaction feedback to track how customers feel, not just whether they paid.
Inside the stressed mind
How pressure hijacks decision-making
Financial stress doesn’t just impact emotions — it affects how people think. Under pressure, the brain’s prefrontal cortex (which handles logic and decision-making) takes a back seat to the amygdala, the center of fear and anxiety. This ongoing pressure can impair decision-making and increase emotional reactivity… factors that directly affect how customers handle sensitive situations like collections.
This has real implications for collections. Stressed customers may struggle to absorb information or make decisions, even if they want to resolve their debt.
That’s why empathy and clarity matter. In live interactions, calm, supportive communication helps people think more clearly. And in self-service experiences, intuitive design, clear language, and minimal steps lower the cognitive load, making it easier for customers to act, follow through and feel respected in the process.
4 - XM Institute, “Global study: Consumer satisfaction and loyalty,” xminstitute.com.
Ebook
Humanizing CX in collections: How to balance empathy and efficiency
