The No 1 Principle You Need for Outstanding Customer Experience

There is one principle that facilitates outstanding customer experience more than any other and not everyone is aware of it.

It’s a principle that has probably been around way before I launched it as a ‘must have’ over fifteen years ago because its essence sits at the heart of human motivation.

If you want to create the greatest customer experience, give the customer the sense that they are in control.

You could spin this on its head and say unhappy customers are unhappy because they feel out of control. Their

  • Delivery hasn’t arrived
  • The payment is late
  • The invoice is wrong or
  • The service representative is displaying small signs of disinterest and little empathy.

Take this principle a little deeper and apply it to your customer conversations.

Outstanding service people control their conversations because they always offer the sense of control to the customer

For example, this is one psychological reason why saying, “hold on, hang on or bear with me” doesn’t work well because it often spins the customer out of control.

When customers hear this language they often think

  • How long will this take?
  • How much is this going to cost me?
  • Does the person serving me know what they are talking about?
  • Will I get lost in the telephone system?
  • Will I be transferred and don’t know it
  • And therefore will I have to explain my story all over again?

All these inner questions spiral the customer out of control and we all know what’s ignited when this happens – emotions!

And when emotions are ignited this means

  • Longer than necessary and costly conversations
  • Escalated calls
  • Customer stress and dissatisfaction
  • Customers put their business elsewhere
  • Increased staff stress and tension
  • Increased staff attrition
  • Higher than necessary recruitment costs

Therefore the costs and profits of your business are directly linked to whether your service conversations and service proposition gives the customer the sense of control

It’s no surprise therefore that as a learning provider we show organisations how to create this principle and how to bring this alive in the conversational quality of their customer interactions.

Get in touch if you’d like more ideas or solutions on this

In service conversations I never use “hold on, hang on or bear with me”. As I would never use, “unfortunately, I’m afraid, I’m sorry but, all I can do, obviously, no problem, a moment, sir, madam, yes but/however, unfortunately the computer systems a bit slow, as I just said”.

There is a long list of language that spirals customers out of control and much more influential language that offers them the sense of control, instead.

Glenn Bracey

Glenn Bracey

Glenn is the co-founder and inspirational learning and performance director of Future Vision. He is a trainer, coach, conference speaker and passionate advocate of developing learning that makes a tangible difference to your business, its people and customers.

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