Everything is changing for customers. How they buy products and services…how they get customer service…where they get information from, and who provides the information.
So, confusion and frustration can ensue. Let’s help customers navigate our new world, our new systems and processes. It’s about Empathy and Expectations; it’s about Input and Improvement:
- Empathy: If customers are upset or frustrated, and you show empathy, they’ll feel you’re listening. Listening conveys that you’re an understanding person who cares about them, their situation, their feelings. Don’t argue or interrupt; instead, agree with some of what they say. They’ll feel that they’re interacting with someone who’s on their side, and that can bring down the emotion.
- Expectations: If customers are used to different processes, systems, and wait times, be proactive in communicating what they should expect from now on; in e-mails, texts, letters, onsite signage, and in discussions, explain processes simply and succinctly. Describe timeframes, and share what they need to do v. what will be done by the company. And when the customer is engaged with your business, ensure that your best teachers are charged with engaging the customers on the new steps.
- Input: Getting through the implementation of change is a success; but it’s just the start. How can we get feedback from the customer? If satisfaction and retention of the customer are important, then we need to find ways to get them to weigh-in on the process. What’s the experience like from their perspective, and how can we be set up to pivot based on the input?
- Improvement: Take the customer input; use it to consistently improve the processes, systems, communications, and training. Consider 90-day post-implementation action planning – make continuous improvement just how you operate. Seek input to drive progress.
When changing the customer experience, help the customer to navigate their new world.
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