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By Ben Cairns
What used to be "common courtesy" at the workplace is not so common these days. The pace of business has dramatically increased. We order things online, send emails, text each other and 'chat.' Let's admit it, we've gotten busier and, as a result, customer service has suffered.
What customers want is a courteous, personal connection and a solution. The most common customer service mistakes that we make are being rude and impersonal which results in a very unpleasant experience for the customer.
Focus on the fundamentals by considering these tips:
Rudeness
The most egregious customer service mistake is rudeness. You know it immediately when you hear it: there is an edge in the customer service representative’s voice. They interrupt and talk over you, and they don’t listen. We all know that it is human nature to react negatively when someone is rude to us. Don’t make this mistake and leave a negative impression of your company.
If the customer is rude, you have the opportunity to redirect the interaction by keeping emotions level. Be aware of your own tone of voice, because that’s the first place stress shows. Catch and correct quickly. Lower your vocal volume and slow your speech rate to convey calmness and control. Choose your words carefully and be helpful. Try this: reflect an understanding of the customer’s stress and tell them what you can do now to help them solve their problem.
Inattention
We tend to go into autopilot mode when we talk about the same things over and over, and this can be a special challenge if you deal with customers on the phone all day. Inattention is a soft form of rudeness; it shows you just don’t care very much. Our contact center quality scorecard includes feedback for being “mentally and emotionally present” throughout each call. I promise, our customers really do notice this.
What can you do to be “mentally and emotionally present” with your customers? Pay attention. Make good eye contact, listen carefully, don’t interrupt and make a point of responding to what the customer is saying and even to how they are feeling. Also, some conversational talk is a great way to personalize the interaction.
Unmet Expectations
When you’re working with your customer, the natural tendency is to present only the positives and gloss over or omit the negatives. That leaves the customer expecting something they won’t get, and it may lead to broken promises. Managing expectations is absolutely essential.
Be matter of fact about what you can and cannot provide and properly inform your customer.
Not Listening Carefully
You have a lot to say and the need to say it. But your customer also has that need and by courtesy should go first. It takes discipline to listen, and we often forget to exercise it. Let them talk first. Learn to practice the subtle art of asking GREAT questions. Then, gracefully practice the courtesy of careful listening.
Assuming You Know
You know your business, and you may assume that you know the customer’s problem before they’ve
had a chance to tell you everything. Even if you’re correct, the customer has a need to confirm that you understand, and they also want you to offer the courtesy of listening first. As Stephen Covey says, “Seek first to understand.”
Remembering Names
It’s not just forgetting a name that’s a mistake; it’s also forgetting or not caring enough to learn something personal or important about every customer. Dale Carnegie once said that the sweetest sound to a person is their own name.
Record details about your customers; use software so that everyone from your company can personalize their interactions. When you care enough to remember your customer, your customer will care enough to remember to do business with you.
Failure to Train
Don’t assume that because you and your staff are experienced in customer service that you don’t need to train. Training sharpens performance, introduces new skills, provides perspective and reinforces the priority of excellence in customer service.
No Service after the Sale
Some businesspeople shift focus after they get paid. They divert their attention to prospects whose pockets are full of new cash. That tells the paying customer that your priority is only about the money. The better way to conduct your business is to follow through thoroughly and maintain your focus on your established customers.
Final Thoughts
Many people think that their company owns its reputation. But the reality is that customers own your reputation and will give you precious few chances to earn it. Jeffrey Gitomer, a customer service expert, says that “customer service is a feeling.” I agree. You have an extraordinary opportunity with each customer precisely because business has gone so casual. Take advantage of everything you can do to leave your customers feeling good about doing business with you!
Ben Cairns is vice president of organizational development for SupportSeven, LLC (www.supportseven.com), a customer service contact center provider with 500 seats in Chattanooga and Central America.
Contact Cairns at 423.643.8117.
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