Why keeping customers informed matters

Why Should Businesses Keep Customers Informed?

Continuation of my previous blog on ways to enhance customer experience.

A Recent Example: The 2023 MGM Resorts Cyberattack

My ideology for elevating customer experience (CX) is simple but often overlooked: keep your customers informed.

In September 2023, MGM Resorts, one of the largest hospitality and entertainment companies, was hit by a major cyberattack. The incident disrupted hotel check-ins, digital room keys, slot machines, and even restaurant billing across multiple properties. Instead of staying silent, MGM chose transparency: they immediately shared updates across social media, their website, and customer channels. Even when they didn’t have all the answers, they communicated what they did know and what actions were being taken.

While the breach was serious, what mattered most was how MGM handled communication. They kept guests in the loop, minimized speculation, and maintained trust during an uncertain period. In a world where companies often wait weeks or months before admitting problems, their openness stood out.

Why Should Businesses Keep Customers Informed?

1. Adopt a “Customer First” Attitude

Today’s customers expect instant information. Thanks to social media, real-time updates, and on-demand everything. They want to know:

What’s happening
Why it’s happening
How it affects them

Sharing updates directly via email, SMS, or in-app notifications shows that you value them. Posting only on social media or your website isn’t enough. Your customers are busy, and not everyone checks your pages every day. Reaching out personally tells them “you come first.”

2. Don’t Expect Customers to Find Information on Their Own

If there’s something important your customers should know, you must tell them proactively.

Common examples:

Holiday closures
Maintenance downtime
Pricing changes
Delays in delivery or support

Silence pushes customers toward confusion, and eventually to competitors. A simple update helps them plan and feel respected.

3.Transparency Builds Trust

Admitting that something isn’t working is hard. Many businesses hesitate, thinking, “Maybe customers won’t notice.”

But they always do.

And when they discover a problem before you tell them, trust erodes instantly.

Instead, being upfront like MGM Resorts earns goodwill. Customers appreciate honesty, even when the news isn’t great. When you say:

“We’re aware of the issue.”
“Here’s what happened.”
“Here’s what we’re doing to fix it.”

…you gain what every business needs during a crisis: time and trust.

4. Customers Want to Know How Your Business Is Doing

Customers today aren’t silent observers—they’re connected, curious, and invested. Think of them like your Instagram followers; they want to see what’s happening behind the scenes.

Keep them updated by sharing:

New product updates
Company milestones
Customer success stories
Promotions and offers
Helpful blogs and tips

This creates a sense of belonging and keeps your brand top-of-mind.

Stephen Holmes, Home Depot’s corporate communications director, phrased it perfectly:
“Our communications have been focused first and foremost on our customers and what they want to know and need to know.”

The Bottom Line

Customers want to feel special and valued. By keeping them informed, whether it’s good news, bad news, or simply a routine update, you show commitment and respect. Transparency isn’t just good CX; it’s a long-term investment in loyalty.

When done right, customers reward your honesty with trust,and your business with growth.

Do You Know? Astravue Gives Guest Access for Free

Keeping customers informed isn’t just about communication. It’s about building trust, reducing friction, and creating a culture of transparency.

At Astravue, we believe every company deserves a simple way to keep customers in the loop, which is why we offer free guest access. Your customers can check project progress anytime, without waiting.

If you want to build trust effortlessly while elevating your customer experience