Two Principals of Caring Service
Although many companies consider Customer Service (CS) a cost center of sorts, the ones that value and invest in CS, tend to be the ones that are most successful. We as customers have seen the companies that value little, if any, in CS. You know the ones that hire teenagers and/or have the least experience employees to deal with customers either face-to-face, on the phone, etc., that can severely hurt the company with bad CS. The front line people, or what we as Service Providers’ term it, “client facing” employees, are the employees that have the most impact on clients. They, the CS providers, are usually the first and last impressions on the clients. Companies that value and invest on the employees that impact the clients DIRECTLY are obviously noticeable, because as customers, you leave with a positive experience after a service interaction with those companies.
As I mentioned previously, creating Positive Defining Moments (PDM’s) will help gain Customer Loyalty. The best and fastest way is to connect with your customers on a human level, by providing Caring Service. By applying the Two Principals of Caring Service, you create PDM’s. Each Principal can be applied by using its own set of skills and behaviors. The principals are:
Principal 1: DEMONSTRATE YOUR INTEREST AND CONCERN.
Mastering the following fundamental “client-facing” skills can smooth your way in any service interaction. Often underestimated (overlooked/undervalued), these skills can serve your company as much, if not more, than deep technical or procedural knowledge. The skills are:
- Give customers your immediate and full attention. As soon as a customer needs attention, the Service Provider (SP) should immediately set aside any competing tasks so they can focus on the customer and their needs. By listening carefully and making a conscious effort to avoid distractions, the SP will demonstrate sincere interest in and availability to the customer.
- Use positive body language. Often times, your body language tells others more than your words do, when dealing with customers face-to-face. SP’s must let their customers know that they are interested by using eye contact, nodding with agreement, appropriate expressions, and an open, inviting posture, such as leaning forward slightly, avoiding crossed arms and fidgeting. Even if on the phone, the SP can help keep their tone of voice positive, by maintaining an open inviting posture as they speak.
- Encourage customers to talk. A SP can demonstrate that they value the customers’ thoughts by hearing them out. Customers should be encouraged to talk by using phrases such as, “Please, continue….” and “What were you going to say?”
- Be polite. Showing simple courtesy for customers is the first step in showing them that the SP wants to help. Use the customer’s name (if appropriate) and always say “please” and “thank you”, it will go a long way.
- Convey care in your tone of voice. SP’s should always avoid sounding uninterested, unemotional (“flat”), demanding or defensive. Be sure that the SP’s voice expresses interest, understanding and care. Try using phrases such as, “I see…” and “Let me be sure I understand…” which will help keep a positive tone of voice, especially over the phone. A good telephone voice is strong and alert, expressive and pleasant, distinct and clear.
- Focus on what you can do. Customers expect things to be explained to them in a positive light. They do not want to hear what you as a SP can’t or won’t do, they’d rather hear what you can and will do for them. Here are a few examples that can help avoid negative reactions and create positive impressions: Try to avoid saying; “There is no way…” and replace with “Here is what I can do…” or “That’s not my area…” with “Let’s look at the possibilities…” or “I am not sure…” with “I can assure you that…”
- Ask permission or suggest. We all know no one really likes to be told what to do, same goes for customers. As a SP, when you need to provide customers with information, be sure you make suggestions and ask for permission. Here are a few examples of words and phrases that will help avoid negative reactions and create positive impressions: Try to avoid saying; “You have to…” and replace with “Is it okay with you if…” or “The only way…” with “May I suggest…”
- Avoid discounting. What I mean by discounting is when someone minimizes or ignores some aspect of a person. Dismissing a customer’s feelings or needs, making judgmental statements, and avoiding responsibilities are examples of discounting. As a SP, you must avoid words or phrases such as; “What were you thinking?” or “You shouldn’t feel….” and replace them with something like, “I can see how you would think that.” or “You have every right to feel…”
Principal 2: COMMUNICATE THE CUSTOMER’S VALUE.
To communicate the customer’s value, the following skills are called the Four A’s. They are easy and quick, yet powerful ways to communicate to customers that you value them and their business. The skills are:
- “I understand why you need a solution immediately.”
- “That must be exciting.”
- “That would also confuse me.”
- “I see that you are in a hurry.”
- “I’d be concerned too.”
- “Oh, that’s terrible.”
- “I’d be impatient if I had to wait.”
- “I appreciate the time you’ve put into this.”
- “Thanks for giving me all that information.”
- “Your patience is greatly appreciated.”
- “Thanks for getting back to me so quickly.”
- “I’ve enjoyed learning about your company.”
- “Given what you’ve told me, I think you’ve made the best choice.”
- “It’s clear you’ve spent a lot of time researching this.”
- “I never thought of using the product like that. What a great idea.”
- “You’re absolutely right; that would be more cost effective.”
- “I’ll make sure this is done by close of business.”
- “I’ll call you in one hour with an update and ETA.”
- “I’ll issue the credit immediately.”
- “I’ll personally follow through with this problem.”
As you can see, Caring Service sounds like simple common sense, but by practicing these skills in each Principal of Caring Service, you will no doubt be creating PDM, but more importantly, Customer Loyalty.
I hope this article can help your business create Customer Loyalty and if you have any other methods of providing Caring Service or any comments, I’d love to hear them.
Nice writing. You are on my RSS reader now so I can read more from you down the road.
Allen Taylor