What Do Your Customers Want?
Any training program must start and end with what your customers want. Your customers are unique, so you’ll have to investigate specifics with customer interviews, surveys, and customer journey maps. In general, however, customers want the same basic things. Let’s call them the Five Cs.
Talk to customers in a friendly manner using language they might use. Answer their questions and address their issue on whichever platform they’re on, whether that’s by phone, email, social media, or live chat right on your website. Offer in-store customers a seat, beverage, or snack.
These are all ways you can make your customers more comfortable. More comfort equals more cooperative, calm, and optimistic customers.
Whether it’s a representative’s ability to instantly pull up a customer’s history, all reps quoting the same return policies, or simply maintaining call center hours, consistency is important. Not only are customers more comfortable when they know what to expect, but they will also appreciate they are getting fair treatment no matter how much they’re spending with your company.
Fifty per cent of customers say representatives fail to answer their questions. A lack of clarity causes confusion and frustration, often spawning additional customer service tickets because the customer was expecting “25 per cent off the cost” instead of “25 per cent more product.” Instead of letting miscommunications confuse both reps and customers, train your staff to say exactly what they mean, repeat issues back to the customer, and ask for clarification often.
Most customers who seek out customer service are already confused, frustrated, or otherwise having a rough time of it. Being able to show them that their concerns are important to you is just as important, if not more important, than actually solving their problem.
Can (Not Can’t)
No service agent answers the phone, “How can’t I help you today?” Why? Because customers don’t want to know what you can’t do for them. They want to know what you can do. The word “no” is an instant wall between them and what they want. Have your agents respond with helpful solutions using positive language. Give them the training and power to solve problems.
Stall Customer Churn by Using Customer-Centric Thinking
- 50% of companies experience naturally-occurring churn every 5 years
- 11% of customer churn could be prevented by company outreach
- 67% of customer churn is preventable if the customer issue was resolved at the first engagement
- Switch from company-centric thinking to customer-centric:
- Company - centric
- Short term
- Managed expectations
- Propietary solution
- Costumer - centric
- Long term
- Known expectations