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How to Talk to your Customers More Effectively

Heard any of these before? “I’m going to put you on hold for just a second.”; “I think you misunderstood me just now — what I actually said was…”; “I understand you are upset, but…”

Let me guess…those statements frustrated you more than helped you. In these instances, customers were seeking help but what they received was a negative interaction brought about by tone and wording. Although the problem could still be resolved, the customers received a negative customer experience, and unfortunately that’s what they’ll remember.

Effective communication is the key to building and nurturing any relationship, whether personal or professional. Communicating with customers effectively can help you gain their loyalty – leading to repeat purchases, positive word-of-mouth, and referrals.

But on the flipside, failure to communicate well can create dissatisfaction, frustration, and a decrease in sales. And, in the day and age of social media, negative word-of-mouth from unhappy customers can spread like wildfire, tarnishing your reputation.

Regardless of the medium through which you communicate with customers, the bottom line is that it needs to be done well. Here are some simple ways to communicate with customers effectively.

Use the Right Tone

In some situations, it makes sense to take an authoritative tone, for example when providing a technical answer about software functions to a B2B customer. Other scenarios may call for a more empathetic tone, such as assisting a customer who is frustrated with a malfunctioning product.

How and when we accentuate words and phrases also conveys a message. Customer service expert Shep Hyken illustrated this in a recent column, pointing out how vastly different common responses to customers can be. In a café, servers often respond to a customer’s thank you with “No problem,” or “My pleasure.” They may then ask a customer “What else can I get for you?” or “How is everything?” All of these phrases are very common in the service industry, but Hyken points out that a sincere “My pleasure” is the preferable phrase in response to customer thanks because it more effectively communicates that you value the customer. Similarly, a caring “What else can I get for you?” conveys a willingness to provide additional service in a way that “How is everything?” can’t replicate. Both are great examples of why tone matters in customer communication.

Choosing the Right Words

Let’s revisit our opening example: “I’m going to put you on hold for just a second…” Both parties know “just a second” is a figure of speech and it sets an unrealistic expectation. A better approach is to ask customers if you can put them on hold and give them a ballpark timeframe for when you’ll be back.

Using the word “but” in a sentence negates everything that was said before it. More effective phrasing would be an acknowledgment of the customer’s frustration and an apology: “I can understand your frustration and I’m very sorry you experienced that”. With this response, the customer will feel heard and may be more receptive to discussing solutions.

It’s also important not to sound defensive or deflective. Instead of saying, “You misunderstood me,” an agent could reply, “Sorry about the misunderstanding, what I meant to say was…” to put the focus back on the customer issue and avoid escalating the situation.

And try to avoid scripted language. It is impersonal and customers are quick to understand if you’re resorting to such responses in your conversations with them. Make sure your support representatives have real conversations with your customers.

Focus on Quality and Sentiment

In a competitive environment, it’s easy to get lost in a web of metrics that are focused on quicker resolution times. Quicker resolution means fully resolving a customer’s issue in the quickest possible time. 51% of customers believe that they can get the fastest resolution to their problems over the phone, followed by live chat (23%). But instead of worrying about hitting certain metric goals, focus on the quality of your response and develop a team of representatives who are committed to engaging meaningfully with customers. Train your team to be your customer’s ally and try to solve their problems effectively.

You also need to equip your team with the right tools. Your representative should instantly be able to pull up a customer’s records. This can include information about their purchase history or any recent interactions with your team. Information and insights such as these can help to give your team member some context about a customer’s issue. This allows the support representative to share relevant and accurate information. Lack of accuracy is one of the top reasons for customers to get frustrated with support.

Conclude your Conversations Properly

Conclusions are just as important as your first impressions. Customers can tell when support representatives are in a hurry to attend to the next person in line. Your eagerness to solve one more ticket could cost you a customer. Make sure your representatives end their conversations well, even if that extends the call by a few minutes. Your objective should be to end the conversation in a way that leaves your customer happy and content.

The Bottom Line on Communicating Effectively

It’s important to remember that customers seeking help aren’t always looking for a solution or additional information. Sometimes how their issue is resolved can be more important than actually fixing the problem because it indicates how much a company cares about their business.

Representatives who use the right tone and choose their words carefully send a positive signal to customers that they are respected and valued. Communicating effectively requires people skills, but it’s also helpful for agents to have the right tools. That allows them to understand customer needs immediately, find answers quickly and efficiently, and communicate effectively with every customer.

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The Human Side of the Customer Experience

In today’s digital world, people are spending more time online as screens become larger, web connections faster, and more people own smartphones. With so many online businesses vying for a customer’s attention, brands need to focus more than ever on making meaningful connections to stand out. Companies that singularly focus on digital tools but do not invest in the customer experience can expect to fall behind.
Forrester Research studies around the Customer Experience Interest shows that making customers feel valued and respected is the number one factor leading to customer loyalty. In the digital realm, that means you remember their names, preferences, and purchase history, and you go the extra mile to offer them something that is relevant and of value. Consumers want to spend their money with companies that demonstrate that they understand and attend to each customer’s individual needs and truly value who they are. We like to call this “humanizing” the customer experience.
Humanizing the Digital Customer Experience
The key to “humanizing the customer experience” is authenticity, and creating a true people-focused core in which all interactions are individual. Adding the human element means focusing on long-term relationships and on true partnerships with customers. Companies need to shift their thinking, and replace the immediate sales goals of the past with proactive interactions that align with the goals that customers have for themselves.

Here are 4 ways you can help your company humanize the customer experience.

1. Listen to your Customers: 
Do all of your customers have the same wants and needs? Do they have the same income, product affinities and communication preferences? Definitely not. According to the customer experience survey, 63% of consumers who would otherwise not want to share personal information are willing to share these details —if they’re dealing with a brand that has given them a good experience. Retailers have to listen with intention, gather feedback and data, analyze it and then incorporate it into a customer experience strategy.
Slack, a popular collaboration and project management tool, retains 6 million-plus daily users. “Our focus is on making Slack a great experience for individuals — our internal advocates, our ambassadors — since they are the ones who often start using the product, then share it with their teams,” says Ali Rayl, Slack VP of Customer Experience. “We respect our users’ opinions; we listen to their feedback and in turn they help shape the product.” Rayl says that incorporating feedback helped propel Slack’s growth. As the company began working with larger organizations, listening to these customers helped Slack leaders realize they needed to offer a custom product, and they were able to build that into their experience, cementing loyalty.
A company that listens to its customers will aim relevant and tailored messages to the individual customer.

2. Get the Basics: Right
Retail basics can prove to be monumental. The fundamentals of a positive retail experience — speed, convenience, consistency and friendliness — are challenging to get right. Touting a shiny new piece of technology or virtual reality dressing rooms is meaningless if a company isn’t getting the basics like delivery, payment and sourcing right.

Nearly 1/4 of early digital adopters — who represent 20% of consumers today — expect same-day delivery of goods. This same group also expects to pay via mobile payment in stores. Analysts estimate that mobile payment will surge more than 16-fold between 2012 and 2020 as consumers adapt to this prevalent technology. Apps that offer mobile payment can boost loyalty and customer spending.

 

3. Become AI-Driven
:Incorporating AI into your customer experience process allows you to have a deeper knowledge of each individual customer that continues to get smarter over time. Feedback from every customer interaction should be fed back into the customer profile. You need a closed-feedback loop to continuously learn from every interaction, which allows you to become smarter about your customers, their needs and their behavior.
Example: You register for a marathon using your credit card. Your bank may provide you with offers from an athletic clothing partner based on knowledge from that registration transaction. Although you’ve never purchased sports clothes from this brand, an AI-driven brand will have some very specific, targeted recommendations for the best apparel you need for the marathon. Offers are made based on your own credit card transaction history but can also take into account what other customers like you have purchased. Your response to the company’s offer will be fed back to optimize the future customer experience.

4. Real-Time Action
: A clear advantage to enhancing customer experience is to act on AI knowledge and feedback in real-time. Every interaction – whether next best offer, alerts etc. – needs to be delivered in a timely manner to ensure impact and results. Customers expect a personalized relationship with your brand and becoming AI-driven not only makes you continuously smarter, it uses the individual customer context to automate many processes. This is important because it means you are instantly ready to respond to and anticipate a customer’s next step.
Let’s revisit the financial industry example: You just called your credit card company’s customer service department due to an unusual charge, and the agent tells you the issue would be resolved within the hour. Ideally, if you were to check the credit card app on your phone, you would be alerted that the issue was resolved. You shouldn’t have to call back the customer service agent for an update. This proves that every customer interaction with the credit card company is tracked in real-time, and the conversation continues with relevancy no matter which touchpoint you engage.
Conclusion
Humanizing the customer experience means connecting with your customer on their multi-device, multi-channel journey, in the digital and physical world and providing a seamless and continuous experience. It’s having an individual-level understanding of every customer, and putting those insights into action. Finding the “sweet spot”, where technology complements the human element of customer experience without creating new frustrations, is how retailers will win loyalty.

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Is NPS outdated and irrelevant?

The Pros and Cons of Net Promoter Score

Companies across the globe continue to recognize that superior customer experiences yield greater business results, resulting in brand loyalty while driving revenue growth. When it comes to market share, losing the Customer Experience (CX) race can be detrimental for a business.

The Net Promoter Score (NPS) has become a common tool to measure the state of an organization’s CX in an effort to improve customer service. It has become a measurement tool that’s widely recognized and increasingly adopted by organizations globally to understand a customer’s sentiment and loyalty towards a brand, as well as whether they are more or less likely to promote the company.

How it Works

The NPS system seeks to measure not just customer satisfaction, but it gauges whether customers like your company so much that they’d tell their friends about it. It asks one question: “How likely is it that you would recommend [Organization X] to a friend or colleague?”

Customers are asked to rate their answers on a 0-10 scale, which is divided up into three categories:
“Detractors,” “Passives,” and “Promoters.”
0 – 6: Detractors
7 – 8: Passives
9-10: Promoters

But can one question really provide enough detailed information to create a CX strategy? Some executives say no.

Let’s take a look at some pros and cons of NPS:

Pro: The NPS system is easy to use

The NPS online poll does not require a statistician to administer it. The example survey question is based around one idea, whether your customers like your company enough to recommend it, and often includes a few follow-up survey questions to understand why people would recommend/would not recommend your brand. You can easily send it out to customers through email or post on your website.

Pro: The NPS is great for management

When management is looking for an easy, big-picture gauge of customer loyalty, the NPS works. Not only do Net Promoter Scores help a company see how it’s doing against the competition, but managers can use it to see how one department’s services are doing against other departments. For example, does the tech service division receive higher scores than the field-service department? If so, how can the company improve so that all of the departments are getting equal, high scores?

Pro: The NPS uses a common language to classify customers

The NPS questionnaire breaks scores down into three customer categories: Promoters, Detractors, and Passives. The categories make it easy to classify a customer’s level of loyalty, and it gives everyone in your company the same language when referring to customers. Do you have a large group of Promoters who you should rally to post reviews or participate in a focus group? Are there Detractors who you need to assign someone to do follow-up work with? The system makes it easy to tell customers apart.

Pro: The NPS system is correlated with increased business growth

Numerous studies, including those conducted by the Harvard Business Review, Satmetrix, and Bain & Company have found a strong correlation between high Net Promoter Scores and revenue. The research shows that when companies adopt the NPS question, and use it as a key metric, it helps drive business growth as the company becomes more focused on improving the score.

Con: NPS is too simplistic

The NPS scale accounts for only three types of customers: ‘promoters’, ‘passives’, and ‘detractors’, and is based on a simple survey question: “On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?” Customers who give an organization a score of 9 or 10 are known as ‘promoters’, while those who provide a score of 6 or under are called ‘detractors’. An organization’s score is calculated by subtracting promoters from detractors, ignoring customers that give a score of 7 or 8, who are known as passives.

Not only is this question simple and vague, it fails to provide any insight or necessary information to interpret the opinion held by customers. It lacks detail and prevents organizations from actioning feedback in real time.

Because it is very difficult to understand a customer’s journey from the inside, organizations need to be investing in measurement tools that enable them to gain an in-depth perspective to really find out where their CX is failing.

Con: Without a plan in place to act on the results, the survey won’t help your business

Sending out a NPS questionnaire is a great first step to understanding customer loyalty, but to really make the NPS system effective, you need to be prepared with a follow-up plan. If your scores come back really low what is your next step? Will you send out more detailed surveys to pinpoint the issues? Make sure you map out a customer experience plan to address any issues your Net Promoter Scores reveal.

Solution: Implement more detailed follow-up questions

Every smart implementation follows up with a qualitative question, asking why? Some systems will even vary the questions based on the score, asking things likes “What did we do well?” and “What could we improve?” The real value is the Why answer. The customer tells you what just happened and how you could improve it. We add these Why questions to gather intuitive data, which allows a more specific game plan for future customer experience  success.

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