Diversity is all about understanding others, and with statistics that customer complaints in the financial services industry at an all-time high, it is important to see things from the customer’s point of view. In view of next week’s National Customer Service Week in the UK, I am keen to highlight ways of standing in our customers’ shoes (or stilettos), and try to understand and feel what they may be going through.
Consider the last time when you, as a consumer of a product, got on the phone to speak to your bank. What is it you wanted in relation to your specific problem? Were you looking for someone to read a script back at you and tell you that there is no way to look into a solution to that given problem? How did you feel?
Here is a formula to Enthuse your customers (or stakeholders) when they are begrudged about something
1. Understand Customer Motivators
Identify what your customers want from the relationship with you at that specific moment, by standing in their shoes. My guess is that it is likely to revolve around options to make something happen or avoid something else occurring. We recommend the use of subtle but precise language based on the powerful Language and Behavioural (LAB) Profile to develop a targeted understanding and specific communication to tap into those drivers.
2. Listen, listen, repeat!
Listen to what your customer is saying and reassure them! Repeat what the customer has said to you, using their own language. Ignore the little voice in your head that is telling you how unreasonable the customer is being. But repeat what they have said, such as “So, you would like us to freeze your overdraft charges and remove them completely?” This goes hand in hand with the next point…
3. Use a gentle, understanding tone of voice and language of empathy
It does not hurt to say the words “I understand, it must be difficult, Mrs Smith, we will look into what we can do for you”. Even if you have to resort to a no, at least then the customer has felt that he has been listened to, rather than out rightly ignored. Empathy is key.
4. Empower Client Relationship Advisors
Allow flexibility in your company processes and empower client relationship managers or customer service assistants to use their discretion in resolving customer service issues. Unfortunately, this is an anathema for most companies. However, it is critical to be able to support changes to company processes for the benefit for keeping a seriously disgruntled customer.
5. Consider The Bad News Formula
Research has shown that when delivering bad news, it is important to use the following formula:
Bad news (e.g we can’t deliver on a Saturday) + BUT + 3 pieces of good news (e.g. we can deliver on any other day of the week, at any time at your convenience and within a 1-hour window).
Starting with the negative but ending with a multiple of positives sets your clients to a positive frame of mind in that you have gone some way to resolving their issue…
6. Keep Marketing informed of Customer Service Issues and Remedies
The Marketing and Customer Services departments should be on the look-out for specific trends that could lead to a new service or proposition and thus help gain customer loyalty in the short term. In a time like this, any bank or institution that was seen to behave in a humane way would reap the benefits. Whilst, yes, this involves a certain financial investment, they would, however, then have earned their customers’ loyalty and the positive word-of-mouth which would, in the long-term, compensate their short-term exposure.
We hope that the lesson has been learnt and ask the business world at large: So how exactly are you enthuse your customers today?
Want to learn more? Join the Customer Retention Strategies: Delivery Irresistible Customer Service Seminar in London, 6th October 2009.
