We encourage our clients to explain “The Why behind the What” to the customer. Usually we suggest that staff explain Why so that the customer understands the reason for a change or can buy-in to a particular solution.
However, explaining the Why is also effective when you’re doing some very routine things for the customer. When you explain Why you’re doing the task, the customer understands the benefit to them. It makes them feel valued. It often makes them feel important.
I’ll walk you through this document, so you’re clear on the main takeaways and are comfortable with the next steps.
To keep you informed, I’ll send you an e-mail on Friday with an update.
To protect the carpet and floors in your home, I’ll be wearing covers on my shoes.
I’ll share a copy of the contract using an encrypted document to protect your privacy.
I’m providing you this 1-page map of the event site so you can quickly get to the activities of most interest.
I’ll give you my cell phone number so you can easily get in touch with me if you have any questions or if other needs arise.
If you just take the action noted in the 6 statements above, then: You share a document, you send them an e-mail, you wear shoe covers, you send the contract, you give them a 1-pager, you give them a phone number.
However, if you explain Why and focus on the benefit to the customer, then: They feel comfortable with next steps, they’re kept informed, their carpet and floors are protected, you’ve protected their privacy, they save time getting to the activities of most interest to them, and they can easily get in touch with you as needs arise.
Even when you’re doing the routine, try to describe it to the customer. State what you’re doing, but also share Why to help them feel important and valued, to ensure they understand the benefits of what you do for them.
Share the WHY to Value the Customer.