4 Lessons about Handling Stressed Customers
If you can’t adequately respond to those buyers' concerns and feelings, your customers will remember (and share) that your service left them feeling overwhelmed, helpless, neglected or, even worse, frightened. Those notions don’t exactly add up to top customer satisfaction scores. So what you can do?
Omar Soliman, Co-Founder & CEO of College Hunks Hauling Junk and Trash Butler said that his role in customers’ dramas defines his mission - to rescue these clients from stress. If somehow a company can’t deliver on that promise, its clients predictably will suffer.
Here are four strategies that every entrepreneur can put
Try on your customers’ psychological state. We can learn a lot from the first phone call. So try to train our first responders as seriously as if they were EMTs (Emergency Medical Technicians). Every client has a story, and we listen so we can prepare and customize a personal experience. Use empathy to step into your customers’ shoes to determine how to reduce their fears or worries. And remember, pose your customer as your friend, not a king.
Hire for attitude and train for skill. Hire people who are absolutely committed to your brand promise. Empathy is an essential part of customer service, so we ask candidates to tell us about a time they went above and beyond for a stranger. Ask them to read aloud from your client interaction script to see whether their tone and body language align with the customer experience you strive to provide.
Painstakingly map your customers' journey. Watch every single your customer journey, from the first phone call or mouse click, to the knock at the door, to wrap-up and payment options. At each interaction, ask to how you could make the experience hassle-free.
Spend more on customer experience than acquisition. Philip Kotler in his book said that the cost of customer acquisition is more expensive (10x) that maintain the loyal customer. Yes, Marketers talk about client-acquisition cost, but consider the alternative: What if you invested in client experience? Survey your clients in real time, and act on their feedback. If you don’t have satisfied customers, a new mailing list won’t solve your problems.
Growing a loyal and enthusiastic customer base isn’t as complicated as you might think. Hermawan Kartajaya in his book Marketing 3.0 explained about the customer path, 5A (Aware, Appeal, Ask, Act, Advocate). That theory can strengthen it. Advocacy is important and powerful.