The next VDTA/SDTA Convention & Show will be in
New Orleans, LA
February 27 - 29, 2012
at the Ernest Morial Convention Center

Getting technical with customers

Reprinted from First-Rate Customer Service, www.briefings.com

Customer service professionals working in places such as insurance companies, billing departments and banks often must walk customers through complex procedures. They must travel a fine line between under explaining and over explaining, which can be considered condescending. Both are equally insulting to customers. Studies have shown that one bad service experience can cause customers to leave and never do business with a company again.

So when you have to discuss elaborate or confusing issues with customers, be clear, empathetic and patient. Help your customers escape frustration.

Here are some strategies to turn customers from confused to enlightened:

*Don’t skimp on the details. When first talking with customers it’s better to give more detail rather than less. But you must be careful to give them the essentials, without talking to them like they are in kindergarten. Explain things in depth at first, stopping to ask questions until you can slowly adjust your explanation to match your customers’ knowledge of your product or service.

*Avoid shoptalk. After working in a particular field for a long time, it’s inevitable that you will develop a certain “shoptalk” with your co-workers. This talk includes abbreviations and nicknames for certain products and services. However, when talking to customers, it’s important to leave this lingo in the shop where it belongs.

Tip: Make a list of the most technical terms and acronyms you often use. Ask yourself if your average customer would know what they mean. If the answer is “no,” then avoid using them.

*Be patient. If you feel like your customers just aren’t getting what you’re saying, don’t be afraid to start over again. Perhaps you can approach it from a different angle, or maybe you left out a key fact or two.

*Encourage questions. It’s easy to get into a rhythm when explaining something to a customer. You may think everything is going well and your customer understands you, but the only way you will know for sure is if you ask questions.

Tip: Even if a customer is nodding and smiling at you as you explain, still stop and ask for questions. They may be too intimidated to interrupt you.

The reality is, a lot of people get confused when things get technical. The next time you explain something to a customer, think back to the last time you went to the auto mechanic or called to ask about consolidating a loan. Be plainspoken and polite, and you’ll have happy and educated customers.

Reprinted from Floor Care Professional, June 2008