Focus on how your customer feels


Customer service is one of my favorite topics. I believe firmly it’s where the winning edge for a lot of businesses hides. The company that can deliver standout service to the customer gains a definite advantage. In today’s technology shortcut filled world, it seems some companies have lost the will or drive to provide outstanding service. One reason is technology. Another reason is that it’s hard to do it well.

It’s hard because everyone in your company doesn’t understand that customer service and business development is a piece or part of everyone’s job. They don’t connect the numbers on their paycheck to that person that walks in the door or calls on the phone. They don’t fully grasp that their actions, drive and passion all go to complete the offering you sell.

A main driver in the customer-company relationship is perceptions. Perceptions are feelings. If you can change how the customer feels, you forever alter the relationship. Most customers look for validation and support for what they are thinking.

If things go wrong, they don’t want you to argue, stall and delay. They want you to understand and acknowledge them. They want you to feel their pain. Changing the facts won’t solve the problem; you must work on the feelings. It’s one of the reasons I think technology can create issues. It removes some of the connection and some of the places where you can change feelings. It usually addresses only the facts. It’s another reason for the increase in social media as a place where customer service has to watch and respond. It’s a place where people can voice their feelings about your company – good or bad.

If you are searching for something that can change the course of your business, think more about how you make your customer feel. Are they confident in you? Are they happy with you? Do you ask them? Is your customer service built around feelings or facts? Sometimes they aren’t connected.

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