Adapted from The Customer Service Advantage.
Most customers will remember how you made them feel as much as what you actually did for them. It’s proof the entire experience matters. That’s why it’s important to try to improve every customer interaction, so that overall experience is outstanding.
Here is an approach known as ICE, or the Ideal Customer Experience, developed and used by the folks at ING Direct USA. ICE can benefit any employee who deals directly with customers, from marketing to sales to service.
A personality gauge
To understand customers better – and thus meet or exceed their needs – “personality gauging” is essential.
Most customers fall into one of four categories, based on what they want from a company and its customer service professionals: Controller, Thinker, Feeler and Entertainer.
It’s pays to try to identify these customer types early in the process so you can try to tailor style to best meet their needs.
Controllers – They cut to the chase, explaining their issue or asking their question quickly and precisely. They often explain exactly what they want. Controllers want a quick and timely response. If an answer isn’t immediately available, be sure to let them know you will contact them ASAP with accurate answers.
Thinkers – They want to know and understand the process, usually asking a lot of detailed questions. Be sure to walk Thinkers through the details of what they do, what will happen next and offer to follow up.
Feelers – They need to know everything will be all right. They ask about outcomes and often sound concerned. Make these people feel comfortable by getting them focused quickly on identifying solutions and outcomes, continually using reassuring language.
Entertainers – They’re usually less businesslike and have a carefree attitude about solutions, but they still want results! For them, stay on task but don’t be afraid to engage in some small talk and amusement.
What everyone wants
Despite their differences in personalities, all customers still want the same things – solutions and timely, accurate, positive answers.
Front line folks should:
- Use positive language. Avoid “no” and “not.” Say things such as, “What I can do …?”
- Be advocates. Tell customers, “I will take care of this for you.”
- Anchor. Give customers an alternative when what they want isn’t possible.