When trying to manage expectations, it’s vital to be clear with the customer. But what specifically does it mean to be “clear?”
Clarity is in the eyes and ears of the beholder, so what may be clear to one customer may be unclear to another. However, there are some basic tenets to keep in mind when you’re trying to ensure the customer is clear.
When Customer Education is Needed
Let’s use the example of giving instructions. These could be discharge instructions given to a patient when they’re getting ready to leave the facility. It could be instructions to a homeowner trying to understand how to appeal the tax value of their home. The new season ticket holder account for a sports team could require instructions for how to use the team’s app.
Instruct with Clarity
First, use a multi-mode approach – a mix of verbal and written. Different people learn different ways, and there aren’t many of us that “get” instructions given in one way one time. Make sure people have a takeaway to complement and reinforce what you’ve said to them.
Second, add specificity – dates, times, specific URLs, specific guidance on the sequence of tasks.
Third, avoid the confusing terminology. Eliminate or define acronyms. Use layman’s terms that a first-time customer would know and understand.
Fourth, limit the verbiage, being as brief as possible. More information results in more mud that could cloud the waters, making the clear unclear.
Fifth, convey what WILL happen v. what MAY happen, so the expectation isn’t for everything to occur. That way, they’re not confused if certain steps don’t take place.
Finally, allow time for the Q&A. One-way communication is not the recipe for consistent clarity. Allow the person to ask questions or restate their understanding of the instructions back to you. This is the best way to understand how clear things are in the mind of the customer before you wrap up the conversation.
Be clear on what creates clarity with the customer.
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