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Ever wonder why so many customer service people go
to training courses on how to be effective with their customers? That's simple
-- because customers refuse to get the training they need to be better
customers. We all know that the job of customer service can be demanding --
customers can ask for the impossible. They reserve the right to be unpleasant
and customers can even go over our heads directly to our management.
We can look at the behavior of customers and say: "There is nothing we
can do about that." But before we blame all of the uncomfortable
interactions on the actions of customers, we have to take a closer look at our
own customer service practices. Here is a listing of five common errors made
daily by customer service representatives – and what you can do about each of
them.
Customer Service Error # 1:
Getting The Conversation Off To A Bad Start
It amazes me how many reps get conversations off to a bad start right from
the very beginning. Picture this. A customer calls you to ask some questions
about the service your company is providing and how it applies to the customer's
situation. For the sake of this article, let's say it's a home owner's insurance
policy.
Many customer service reps will start the conversation like this:
Customer service rep: Can I help you?
Customer: Yes. I have some questions about my home-owner's policy and I
was wondering …
Customer service rep: What's your policy number?
Customer: I didn't bring it with me, but you don't really need to have
that to answer my question. I was wondering if …
Customer service rep: Can I have your name so I can find your policy
number in my computer?
Customer: Yes. I'm Nancy Stewart.
Customer service rep: Thank you. I'll just bring your policy up on my
screen. Now how can I help you?
The customer service rep is really trying to be helpful by making sure he has
the right information about the customer's policy. But that's not how the
customer might view the conversation. The customer might see this service rep as
a person with an attitude, who won't listen to the customer's problem. The whole
atmosphere from the beginning is set up to be negative.
What is the customer trying to do? To get some answers to specific questions.
And that means at the beginning the customer needs to tell the customer service
rep what those questions are. A better technique for starting this conversation
would be:
- If the customer starts by trying to explain her questions, just let the
customer talk.
- Take notes on the major points the customer introduces.
- When the customer finishes listing her questions, tell her you need to
find the details of her policy to make sure you give her accurate
information.
- Then ask for the policy number.
Using this technique, the same starting conversation might go like this:
Customer service rep: Can I help you?
Customer: Yes. I have some questions about my home-owner's policy and I
was wondering if antiques are covered at their full market value.
Customer service rep: I'm not sure. Coverage can very depending on the
specifics of your policy.
Customer: I see.
Customer service rep: Let me use my computer to find out if that type
of coverage was included. What's your policy number?
Customer: I didn't bring it with me. I didn't know I would need it.
Customer service rep: It helps, but I can find this information in
another way. Policies are stored both by number and by customer name. Can I
have your name?
Customer: Yes, of course. My name is Nancy Stewart.
Customer service rep: Thank you. I'll just bring your policy up on my
screen. Now, let's see what type of coverage you have for antiques. What type
of antiques do you have?
Customer Service Error # 2:
Overloading The Customer On Unnecessary Details
Another common customer service error is overloading the customer with
unnecessary details that the customer is not equipped to handle. Typically,
customer service reps who work with complex or technical products are likely to
fall into this category.
Think about the case of Norma Jean Pineda who just wanted to get her computer
fixed and had to get through this conversation with the service rep:
Customer service rep: Can I help you?
Customer: Yes, I have this computer that won't work and I want to bring
it in for repair.
Customer service rep: OK, tell me what the problem is?
Customer: It just won't turn on. I went to start it today. I had a report
I needed to deliver. But nothing happened.
Customer service rep: When you first start your system, you should see
the Windows 95 screen and the icons of the various programs on your system. Do
you remember seeing that?
Customer: I don't remember. I might have.
Customer service rep: Then if you hit Control Alt Delete, you can
always restart your system, unless your system has a reset button. Do you have
a reset button?
Customer: I don't know. I don't even know where to look. Listen, I don't
care how it works, it's just broken. Please have it fixed.
The customer service rep in this conversation is really talking to himself in
an attempt to demonstrate his knowledge of computers. The customer doesn't know
the information that the service rep is asking for. In fact, as the conversation
goes on, you can just imagine the customer getting angrier and angrier.
The customer service rep would have been more effective if he:
- Took more time to listen to what the customer was trying to tell him.
- Introduced relevant facts in a way the customer would understand.
- Only got the information that he needed before arranging for computer
service.
A better version of this conversation would sound like this:
Customer service rep: Can I help you?
Customer: Yes, I have this computer that won't work and I want to bring
it in for repair.
Customer service rep: OK, tell me what the problem is?
Customer: It just won't turn on. I went to start it today. I had a report
I needed to deliver. But nothing happened.
Customer service rep: Not starting can be caused by several different
things and it's important for you to tell me exactly what happened. Can you
tell me the first thing you did when you started your computer this morning?
Customer: I touched the power switch on my computer and the monitor and
waited for the computer to start.
Customer service rep: That's good. Then what happened?
Customer: The computer went through a set of changes with some writing on
the screen. Then I saw the icons for my programs.
Customer service rep: Good, so you were able to get to the Windows
screen. What did you do next?
Customer: I tried to start my word processor, but I couldn't get to it. I
tried the mouse. I tried using the keyboard, but nothing seemed to work.
Customer service rep: Now I know where to start. Let me call one of our
technicians. But first, can I have some information. What's your name?
Customer Service Error # 3:
Arguing With The Customer
Another major customer service error is arguing with the customer. Sometimes,
customers get information wrong or have opinions or perceptions that are
different from the facts. Effective customer service reps have to ask
themselves, "Does it really matter? Will this change something
important?" (Before trying to dislodge these erroneous customer opinions.)
In many cases, correcting the customer is of no value to the transaction -- it
can only serve to anger the customer as evident in this situation:
Customer service rep: Can I help you?
Customer: Yes. My phone line is not working and I need someone to come
out and find out why it's not working.
Customer service rep: What do you mean by your phone is not working?
Customer: When I pick it up, I don't get a dial tone, so I can't make any
calls. I bet there is interference in the wires.
Customer service rep: There is no reason why suddenly there would be
interference in the wires. Nothing has changed from this end. Do you have more
than one phone in your home?
Customer: Yes. We have three.
Customer service rep: Well, could one of the other phones be off the
hook. That happens a lot you know.
Customer: No. I already checked that. Can you please arrange for someone
to come out. I think there is a problem with the wiring.
Customer service rep: Well maybe you accidentally disconnected the
phone you are trying to use.
Customer: No. I checked that already. Can you please arrange for a
service call?
Customer service rep: Many times when I arrange for a technician to
come out, it's something customers could have taken care of on their own.
That's why I'm just checking these options.
Customer: Please can you just arrange for a service call, or do I need to
speak to your supervisor?
The customer service rep is trying to analyze whether or not a technician's
visit is needed to resolve the customer's problem. But rather than sounding
helpful, the customer service rep comes across as argumentative and challenging.
His attitude, reflected by his choice of words, only escalates the call to a
higher level with the customer's demand to speak to his supervisor.
Not all attempts to argue with the customer lead to escalated calls. Most of
the time, the customer just gets angry enough to walk away or at least to think
about ways to take his business elsewhere.
Rather than arguing with customers, try:
- Letting customers express themselves, whether or not their facts are
accurate.
- Determine whether or not correcting the customer is needed to help
him/her.
- If correction is not needed, ignore the comment and move on. If correction
is needed:
- Ask the customer a question or two to find out what more is behind the
comment.
- Then using some of the customer's words, offer an explanation that makes
sense to the customer, clarifies the facts and helps the conversation move
ahead to its purpose.
For example, we can take the same situation about the call for phone service
and replay the conversation more effectively:
Customer service rep: Can I help you?
Customer: Yes. My phone line is not working and I need someone to come
out and find out why it's not working.
Customer service rep: What do you mean when your phone is not working?
Customer: When I pick it up, I don't get a dial tone, so I can't make any
calls. I bet there is interference in the wires.
Customer service rep: There can be lots of reasons why you're not
getting a dial tone. Sometimes a fix requires a technician to come out, and
sometimes there is something simple that can be done by the customer. Have you
done anything to try to find the source of the problem.
Customer: Yes. I checked each of my phones to see if one was disconnected
or if I had accidentally left one of the phones off the hook. But, I found
nothing that would cause the problem. I still think it might be the wiring and I
can't check that myself.
Customer service rep: Let me check a couple of things from this end.
And if we can't get it corrected right away, we'll arrange to send somebody
out.
Customer Service Error # 4:
Forgetting To Flex To The Customer
Customer service departments need to have standards and procedures for their
operations. And for the most part, customer service reps can help customers
working within the recommended methods. However, once in a while there is a
customer situation that requires some degree of flexibility.
Many customer service representatives treat their procedures as though they
are set in stone. They force the customer to make a difficult choice -- abide by
the procedure or go elsewhere. Both outcomes are apt to lead to an unhappy
customer, like the one in this situation:
Customer service rep: Can I help you?
Customer: Yes. I want to return this item. It's just the wrong color for
my kitchen.
Customer service rep: I see. May I see your sales receipt.
Customer: Of course.
Customer service rep: I'm sorry I can't help you. You purchased this
item on May 22. That was 45 days ago. Our return policy is that items can only
be returned within 30 days of purchase, so I'm afraid you can't return the
item.
Customer: Isn't there something you can do? If you can't return my money,
can't I exchange it for something else or take a store credit.
Customer service rep: I'm sorry. Our policy is 30-day returns only. I'm
afraid I can't help you with this one. Is there something else I can help you
with?
The customer service rep's decision here is to stick with the policy, rather
than to flex to the customer's needs. The result is probably a disgruntled
customer. Rather than setting up this type of situation, there was probably
something the customer service rep could have done to "adjust" the
policy ever so much. A better approach is:
- Determine what customers are asking for.
- Find something you can do to help the customers even if you can't give
them what they ask for.
- Make sure they walk away with something that they value, no matter how
small.
So, by using our customer service instant replay, the same situation might
look like this:
Customer service rep: Can I help you?
Customer: Yes. I want to return this item. It's just the wrong color for
my kitchen.
Customer service rep: I see. May I see your sales receipt.
Customer: Of course.
Customer service rep: I'm sorry, that product can't be returned for a
refund. You purchased this item on May 22. That was 45 days ago. Our return
policy is that items can only be returned within 30 days of purchase.
Customer: Isn't there something you can do? If you can't return my money,
can't I exchange it for something else or take a store credit?
Customer service rep: This item hasn't been used. Isn't that correct?
Customer: That's right. In fact, I didn't take it out of the box. As soon
as I got home and took a closer look at my kitchen counters, I knew the color
wouldn't be right.
Customer service rep: Well, there are two approaches we can try. First,
perhaps we can exchange yours for another of the same model in a color that
might work better for you. Or I could talk to my supervisor since the package
has never been opened. Which would you prefer I tried?
It's even possible at this point the customer could walk away without an
exchange or a refund. But clearly, the customer will think more highly of the
customer service representative.
Customer Service Error # 5:
Leaving A Bad Taste In The Customer's Mouth
The last impression customers may have of your company may very well be the
end of your conversation with them. So you want to make sure it's something
meaningful that makes customers feel they personally are valued. Many customer
service reps, however, end their conversations like this.
Customer service rep: Can you please sign here for your refund.
Customer: OK. Do you have a pen?
Customer service rep: Here. (Pause.) Thanks for shopping here at
Bill's Cell Services.
The conversation is so impersonal that customers are left to feel as though
they are unnecessary to the success of the business. They may as well get their
service elsewhere where they are more appreciated. Rather than being impersonal,
the customer service rep should have tried to express more interest in the
customer by:
- Using the customer's name if available.
- Expressing appreciation.
- Inviting the customer to come back.
The revised conversation might go something like this:
Customer service rep: Can you please sign here for your refund.
Customer: OK. Do you have a pen?
Customer service rep: Of course. (Pause.) Thank you Mr. Erlich.
I'm glad we were able to help you out today. Be sure to come back if there is
anything else we can do to help you.
Five common customer service situations -- five opportunities for customer
service reps to make a significant impact on customers … and keep them coming
back for more. |
