You hear about first impressions counting as a standard mantra when people talk about job interviews, and it's a super important aspect. That said, it also matters when dealing with customers, and for one simple reason : credibility. If the aim is to be taken seriously, then you have to manage that first contact and make it count.
There's a litany of resources on how to make sure you make a good impression at a job interview; everything from how you dress to how you address the interviewer -- even your very first email contact. All should be well presented, and portray the correct image you're wishing to convey to the audience. But what about when it comes to dealing with a customer?
In my last article I talked about "knowing your stuff", and how critical this was to establishing your credentials with the customers; but you won't even get to demonstrate those elements if you don't make that first contact count, so here's a few tips:
1. The introduction says everything
The first obvious contact your customer will have with you is that initial introduction you give when you introduce yourself or answer the call. This is your very first opportunity to set the tone for the whole transaction, and establish your credibility. When I listen to customer service employees, it's easy for me to spot the confident professional -- their tone is strong and balanced, and there's a faint sense of pride in just saying the phrase that has their name and the name of the company they work for. You also get a sense of helpfulness and embracing from the speaker, letting you know that they are in control and there to help. Speaking clearly, confidently and with a sense of "I do this every day and love it", will surely set the right tone for the rest of the call.
2. Immediately take control of the call
Your next mission after properly introducing yourself is to give the customer an opportunity to express their immediate need, but then instantly take control of the call. Remember, the customer has just arrived through the workings of your PABX into a world they know little about, they just know they need help. The probably don't even know what they need to tell you, so this is your opportunity to build on the credibility by showing them you know exactly what needs to happen. Make a strong reassurance to the customer that you can help them, and begin to ask the right questions to establish the facts, so you can move onto solving their problem.
3. Keep the comfort levels balanced
The trickiest aspect in customer service, I personally feel, is maintaining a balance between looking after the customer in front of you while diligently dealing with the internal systems you need to interact with to solve the problem. This is a significant opportunity for you to loose credibility, so it's here that you must be able to equally divide your attention between both aspects. Many frontliners overcome this by using the trusty hold button, but in my mind this is as good as physically turning your back on the customer while you go type on a computer. Real credibility comes from being able to keep the customer engaged and comfortable while you do your thing, maintaining that level of assuredness and credibility so the customer knows they are not alone for any longer than need be. Of course, there are times when you have to put the customer on hold, but you must use your skills here to balance that out against expectations, and if necessary make a call back promise -- just remember to keep it!
4. Build the bridge
In many cases you won't be able to immediately solve the customer's problem, and there's going to have to be a follow up. Here's another opportunity to build your credibility, but you're going to have to work hard for it. Your first mission is to compel the customer to have faith in your ability to do what you need to do, and that you will fulfill your promise to call them back with the results. If you've done well building credibility in the first three steps, this is easier - if not, you're going to have a hard time getting them to believe you won't put the case in the trash and go to lunch. A good dose of empathy will go a long way here, because if the customer really holds a belief that you "get it", it'll be easier for them to believe you'll do as you say. Remember, you're aim here is to take control, take the problem off their hands, and let them get on with their lives while you do the ground work to solve the problem. Let them know what steps you're going to take, and roughly how long you think it'll take, and make a sensible commitment to get back to them as quickly as you can.
5. Bring it home
The crescendo to any performance is the finale - the part where the audience finally gets that sense of satisfaction because the journey has peaked, and now it's over. If you think customer service isn't a performance, go read my other articles! Remember, the finale for your customer is resolution -- an end to whatever problem triggered their call in the first place. In movies, it's where the hero returns near the last act to save the day, and if he doesn't turn up you can only guess how the audience reacts! You must, no matter what, deliver on the promise you made to the customer at that bridge point -- at any cost. Your bonus points for credibility, and the credibility of the company you represent, shoots up ten fold at this stage of the game. It can be the make or break of a customer's loyalty, and if you've ever thought your job meaningless, here's a good opportunity to really reflect on the potential lifetime value of the customer you're holding in your hands, and the bottom line effect you have if you don't keep your promise and bring it home.
I've talked here about your personal credibility as a professional, and how significant it is to your individual success when dealing with customers on a daily basis -- but remember, the bigger picture is the company you represent and the trust that's been put in you to deliver outstanding customer service and beat customer expectations. Credibility, both that of your company and yourself, and key elements in being a successful customer service professional, so don't let either of you down!
