What if the Customer is Right?

Monday, 08. 24. 2009  –  Category: Ranger Wireless Solutions

It’s the call center equivalent of “the dog ate my homework”–a customer calling in to explain why the issue they are having with your product or service is your fault. Their stories are often inflated to ridiculous levels, but assuming they are giving us less than the truth puts us in an uncomfortable position. First, we are tuning out the customer and their concern. Second, by tuning out the customer we are projecting an image to them of abrasiveness and disinterest. Finally, by ignoring an issue with our customer we are avoiding what could be a real problem not only for them but other customers as well.

So what can we do to look beyond certain customers’ desire to “cry wolf”? Here are three ways to fend off indifference and put the customer’s concerns back to the center of the conversation:

Set Aside Past Situations: Whether we are discussing past instances with this particular customer, or the experience that comes through dealing with hundreds of customers; we have accumulated a great deal of knowledge about our product and company. However, past precedence must be set aside during at least the beginning of the conversation. We cannot let previous issues or callers cloud our attention to the issue at hand.

If your company has a small customer pool, setting aside past situations might extend into your specific accounts as well. Perhaps the customer has a history of issues, or you have a specific issue in the past when dealing with this person. Whatever the case may be, using these as foundation for the current conversation only sets you up for problems now and in the future. Instead, it is wise to simply focus your attention on…

Listening to Their Concerns: As customer service representatives, we often claim to listen to customers. But, as the old adage goes, are we really listening or just hearing them talk? With so many customer concerns coming into us, it is easy to let certain issues or symptoms drive us quickly to a conclusion.

“Frozen screen? Power it down and start it back up again.”

“High pitched noise? It must be a bad belt.”

While these quick diagnostics are great for handling large numbers of calls, they tend to have a less exciting impact on the customer you are serving. In the instance that your diagnosis is wrong, your quickness will easily translate to recklessness in their minds.

For many customers, however, the issue is as much about their opinion being received as it is the trouble itself. Sometimes, their actual issue is only the last in a series of troubles they have had. Therefore, listening to their story first helps to alleviate the frustration building up—and keeps it from blowing up in your face.

Finding the Kernel of Truth: After hearing calls coming in day after day, it is easy to get trained into assuming that every story or description the customer gives us has been inflated to fit their needs. And while this is indeed often the case, it still means that there is something behind it all that is making them call you. Perhaps they are looking to extend a warranty, or wiggle out of a contract. Maybe they have an issue that they feel you will only respond to if it sounds more catastrophic. Whatever their intentions, you have to remained focused on finding the truth in their comments and keep the conversation (and your energy) focused on it.

David Fleming works for RANGER Wireless Solutions, a CornerWorld company.

Tags: call center, customer service, David Fleming, expertise, focus, listening