Customizing Your Customer Services

Customer Servces

Customizing Your Customer Services
by Rebecca Harrison



What is wrong with customers these days anyway? Why can’t they just grow up and act nicely? Are there customers whose voice tone is so demanding that just with a ‘hello,’ your stomach is in knots?

Satisfied customers are at the core of any successful organization. Have you noticed customers are more demanding than ever? Not only do they want it now, they want it their way!

Working with people often is not an easy; if you’re in the business of working with people that can be a serious challenge. Often it’s not the technology or a piece of equipment that can have us ready to scream at the top of our lungs (although, I have threatened to throw my computer out the window). It is often the people we work with or work for that have us silently screaming. Our relationships with people absolutely affect productivity in the workplace more than any other factor.

Often in the service industry, the only reward for a service professional is to make a positive impact upon others. However, working with others is often anything but positive, or rewarding. Maybe you are not a ‘people person’ and, you are in a position where ‘people’ skills have become critical because of changes in the company’s focus or in the economy.

This is the first time in history we have four generations in the workplace, four basic personality styles, cultural differences, and male/female communication styles. We have never dealt with so much diversity.

Today, we’ll introduce three steps you can implement to make your next service situation more productive. The next time you are working with a difficult customer, apply these three steps:

Ask yourself: "Are they difficult, or are they different?"

Ask them: "What do they want?" then Listen. Or, listen, then ask them what they want.

Ask yourself: "How will I customize my customer service to meet and exceed their wants?"

Step 1: "Are they difficult, or different?"

Instead of becoming defensive, become intrigued!

Age, region, cultural background, sex all have influences on how the customer sees their wants and communicates them to others. Language difficulties or cultural mores can make a customer appear to be difficult. Back off a bit and give them a warm smile. Become intrigued in the differences of people and show you are willing to assist them in having what they want.

Step 2: Ask them: "What do they want?" then Listen. Or, listen, then ask them what they want.

Customize you listening skills to the customer. Instead of becoming defensive, be a proactive listener. Utilize the four listening words: "Oh . . ."; "Wow . . ."; "Really?" and "Uh-Huh . . ." to show your participation. Many hesitate to use these words because they were turned off by them in the past. And they work! The voice tone and timing are critical in using this tool. Using a ‘head bob’ is body language that transfers empathy even over the phone, and leaves the customer feeling they are being heard.

While on the subject of listening, let’s look at differences between women’s and men’s communication styles. Technique:

Ask a man for the solution and then listen intently.

With a woman, listen intently and then ask for the solution.

Physiologically, the way men and women process information is at opposite ends of the spectrum. Men don’t communicate until they have processed the information. Women, communicate as a way of processing information. This is not stereotyping, it is a physiological fact.

When talking with a male customer, chances are he has already processed the information and has a possible solution in mind. Starting with the end in mind will customize your service to his physiological style. Ask him how he’d solve the problem: "You are our customer, and I apologize for any frustration. How would you like to see this solved?

If you employed this same skill with a lady customer, you have forgotten to recognize her physiological style. Women process information by communicating and unlike men, women process information by speaking. So listen before you ask for a solution. Often your listening is the need.

Step 3. Ask yourself: "How will I customize my service to meet and exceed their wants?"

This has never been a more challenging task, because today’s customer is no longer satisfied with exceptional service, they are looking for customized exceptional service.

Many organizations fear that a customer’s request will be outlandish. Statistics show that what a dissatisfied customer really wants is usually less than we would be willing to give them. Save yourself time and energy and your company time and money by asking the customer what it is they want and then carefully listening to them in order to meet their wants.

One very successful company has run with this concept: "We’ll do it your way." First introduced by Burger King, look at how Starbuck’s has put this age old concept into motion. Who would have thought you could order a cup of coffee so many different ways? A product that costs pennies, generates dollars per cup (even in a slow economy), and customers are lined up to buy at 7 AM or 7 PM, seven days a week? Their customized customer service is additive.

Finally: How will you "do it their way?"

Step 1: Ask yourself: "Are they difficult, or different?

Step 2: Ask them for the solution - then listen. Or, listen and then ask for the solution.

Step 3: Ask yourself: "How will I Customize my Customer Service?

According to the International Customer Service Association, the average dissatisfied customer holds onto the bad experience for 23.5 years – wow! - get a life. A fact that service professionals want to keep in mind! A dissatisfied customer who leaves satisfied has given you a golden opportunity to form a bond like super glue - giving you the competitive edge.


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Rebecca "Tiger" Harrison is a Keynote Speaker/Author/Coach.  Contact her at: RS Harrison International/TigerTalk.com 231 Market Place Suite 133 San Ramon CA 94583-4743 USA Tiger@TigerTalk.com (925) 798-4751 - Direct www.TigerTalk.com "Changing the