When things go wrong, customers don’t just want answers, they want empathy. In this episode, Si shares a personal story of disruption after his flight with an airline was cancelled, and what it revealed about the limits of automated systems. Stranded, unable to speak to a human, and ultimately missing a key client event, Si reflects on how this experience connects to behavioural science, customer psychology, and the power of human connection in service design. If you care about building trust, loyalty, and real relationships with your customers, especially when things get tough, this episode is for you. Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/