As an ex retail manager, there is nothing quite like poor customer service to get my froth in a knot!! And I am not alone in my frustration; a recent study reported that 76% of consumers say they view customer service as the true test of how much a company values them. The study also went on to say one-third of respondents report they would ‘rather clean a toilet’ than speak with customer service! (Aspect Experience Survey)
Now cleaning toilets is definitely not my favourite pastime but based on the 2 hours I recently spent on the line to a mobile phone insurance company trying to replace a broken phone, I can certainly agree with the study findings. So, sparing you all the boring details of the conversation, let me cut to the chase and relay to you the exact crime of the customer service “agent”. The biggest crime of all – NOT LISTENING!
While I was trying to explain the specifics of the problem the agent was clearly sticking to a script, one that involved him doing the talking and me doing the listening; getting me no closer to an acceptable solution. Let me share with you the exact details of the crime being perpetrated?
- Allowing a pre-written script define the conversation
- Shouting at me
- Giving me back my problem and refusing to own it
- Blatantly lying that there were no Managers available for me to speak with
- Using the phrase “I will do it for you this time but this time only!”
But the final body blow was yet to come. After 2 hours of high adrenaline and stress, the customer service agent uttered those dreadful words – “and is there anything else that I can help you with today?” Oh, the irony!! Now if he had been truly listening to me, he would have anticipated that those words were likely to be red rag to a bull and resisted saying them, even if the script stated that was the way to end the call.
Great customer service is not always easy but there are some key things that clients want and are simple to achieve.
Warm and friendly responses – When customers make contact with you face to face or over the telephone, they want a warm response. It can still be businesslike but you and your people need to look and sound – friendly and likeable.
They want to feel important – They know that you have lots of other customers and clients but they don’t want to feel they are just a number in the call waiting queue.
Flexibility – Customers hate to hear the word “No” or “it can’t be done.” It’s not always possible to say, “Yes” to a customer or do exactly what they want; however, it is important to be as flexible as you can. Tell customers what you can do – not what you can’t.
Recovery – When things go wrong, customers want you to solve their problems quickly. They don’t want to hear excuses or who’s to blame or why it happened, they want options and solutions and most of all they want the problem fixed fast.
Structure not script – Customers expect that you will guide the conversation but if you only use the script you will come across as insincere and not wanting to solve the problem which can heighten the customer’s emotional response.
They want to be properly listened to! – Customers repeatedly report this as their pet peeve! If you are on the phone or face to face ensure you let customers explain fully without interrupting, listen to their tone as well as their words; are they frustrated, angry, want a quick solution? Angry customers often calm down if you acknowledge how they are feeling but remember, be genuine and sincere when you do, or you will sound as though you are back on that script again.
At Change Gear we deliver bespoke Customer Service training programmes but central to all our programmes is PACE – a method of ensuring good listening.
PAUSE – Allow the customer to talk without interruption
ACKNOWLEDGE – Both the problem and how the customer is feeling
CLARIFY – Ask questions to fully understand the issue
EVALUATE – Explore potential options with the client and finally respond with what you can do
PACE yourself, the customer and the conversation and you will achieve great and satisfying results that will build the reputation of your company, generate repeat business and create a sense of loyalty that ensures your customers return time and time again.
For all of us in the customer service arena – let’s give our customers a great experience, so they prefer talk to us rather than cleaning the toilet!!
To find out more about our bespoke Customer Service programmes, please contact us at Karen@change-gear.com we are always around to lend you our ear!