Rebecca was continuing through the cycle of life, and she was at the stage as a mom where her teenager was looking at colleges. Have you ever been with a teenager on a college tour? Rebecca had not, but after going on 3-4 with her child, there was one aspect that was especially interesting.
After a 20-30 minute slide presentation from an Admissions counselor at the college, the prospective students and their families were broken up into groups for a tour of campus.
Rebecca noticed that the groups she and her teenager were in (like the other groups) were led by current students. These students were typically managing 12-20 high schoolers and their parents, navigating throughout the campus – in and out of buildings – and talking the whole time. These tour guides seemed exceptionally knowledgeable, answered questions comfortably, were high-energy, and had the amazing ability to walk backwards for 60 minutes straight while describing the campus…without falling down – AMAZING!
While these college students were amazing in their tour guide capabilities, they also had one other subtle positive characteristic. Rebecca noticed that she began envisioning the guides as the students that her child would attend college with, be friends with, and be surrounded by during her college years. These were students that she and her child could relate to, and that made the comfort with as well as the confidence in the college grow.
So how does this relate to customer service?
Oftentimes our customers are like the uncertain parent or the indecisive high schooler – there’s not great confidence or comfort. Maybe there’s a little anxiety or uncertainty.
We often respond to that uncertainty by describing next steps or focusing on providing the soothing tone of voice – these are all good things. But here’s the lesson from the college tours.
Also address those emotions of uncertainty, lack of comfort, and anxiety by painting a picture for the customer of other customers similar to them who had success.
“I was working with another new client last week on a similar issue, and this is what we did to resolve things.”
“We’ve had other patients who were dealing with a similar concern, and our doctors and nurses were great at diagnosing the true issue so that we were able to help them feel better.”
“One of our other season ticket holders last year made a similar request, and we were able to find an option that worked for them, so I’m confident we’ll be able to help you.”
Use these examples to see how to paint that picture for customers that puts them in a place where a vision of their success is more clear.
To build the customer’s confidence, share a story of success about a similar customer.