Customer Service – An Emotional Experience

It is ironic that in some Customer Service scenarios, the problem may end up NOT being solved, yet, the customer continues to do business with the provider.

In other cases, the problem is solved, and still despite the positive outcome, the customer exits.

Why is this?

The answer to this question lies in how the customer was treated.

A customer service agent may solve the issue. The problem is fixed. However, the customer still feels disconnected. There is no emotional bond. As a result, the service feels like just a commodity. The customer might look for a cheaper option next time.

So, why pay more for something easily found for less?

On the other hand, when customers feel welcome and valued, something changes. Even if the issue remains unsolved, rapport can grow. Staff can acknowledge the customer’s situation. They can treat them with respect. Most importantly, they can show empathy.

Therefore, build your team’s customer service skills. Teach simple techniques. Help them create lasting connections with every customer.

ASK

Find ways to elicit information without confrontation. As a matter of fact, do this by asking questions rather than making a confrontational statement. For example:

• Can you give me more information? (instead of I don’t understand you.)
• Are you sure? (instead of You’re lying.)
• Is this correct? (Instead of You’re wrong / You made a mistake.)

LISTEN

This means focusing on the words, body language, and overall message of the customer.

Listening requires practice. The chief block to listening is self-centeredness (including being distracted by thinking about what you’re going to say next).

Paraphrasing is a must-have in the world of customer service skills. It is a way of acknowledging that you heard the other person by restating or rewording what s/he said. When paraphrasing, start with a transitional phrase, such as, “Let me make sure that I understand your point. Do you mean…?”

SOLVE

Provide the logical fix for the customer—solve the problem, if you can. Make it right. Correct the error.  Repair what’s broken. And if you have the authority, go that extra step and give something as a gift to the customer to make up for the inconvenience. 

ACKNOWLEDGE – SHOW EMPATHY

Provide your customer with an emotional fix, when you can. Let them know that you understand (show empathy). Also, improve their customer experience by taking the time to build some rapport with an expression of genuine empathy. Assure them that you are listening and that you understand their concerns.

This is perhaps a slight change to your perception of Customer Service. Although, an emotional experience may not be what you expected, it is what will be remembered by your customer. As a matter of fact, these kind actions go a long way toward building good will—and repeat business.

This information is from the Improving Communications IMPROVING CUSTOMER SERVICE skills class. If you’re looking for ways to improve your communication skills, register for one of our PUBLIC CLASSES.

Other Resources:

Customer Service is an Emotional Experience – Science Daily

5 Key Lessons About Emotions and Customer Experience

An Emotional Connection with Customers is Key to Customer Support

Image by Kecko on Flickr