Customer Care as Key Element of Business and Career Triumph
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2.2 Do’s and Don’ts of Customer Service – The Basics and Supporting Theories

The recent theories in customer service encourage companies to forget about the satisfaction of consumer and focus on easier tasks that achieve greater results. The results of an efficient customer service are satisfaction and especially loyalty. Loyalty isn’t gained by impressing the buyer or giving him one or two delightful experiences, but by solving the requirements of the client in a fast and simple way. The simple way of solving the client’s problems is to reduce the effort of the client. The Marketing specialists encourage companies to stop trying to delight the customers, instead, work at building positive relationships with the clients. The delight of the customer is a temporary reaction but in order to win the loyalty of the client, the company needs to pay attention to various factors.

On the way of shifting from satisfaction to loyalty

The change is not about manipulating the buyer’s behavior. It needs to happen within the company. By transforming the perspective of your employees, you can improve customer service. This is another proof that the three pillars (management, employees and customers) are interdependent; a change in management triggers a change in employment and directly influences a change in client service.

The manager, or in some cases the owner of the company has to act smart and talk smart. This means using a vocabulary that is easily understood by employees and which drives them to positive action. Managers have to change the task of “exceeding customers’ expectations” to “making it easy for the customers.” Ideally, employees will be no longer confused and stressed about how to exceed clients expectations, but will know exactly how buying can be made easier – through guiding, advising and communicating with the consumer.

A practical way of gaining the trust of your clients is to listen to them. Some companies asked the employees to pay attention to the personality of the buyer. By taking into consideration the personality of the buyer, you can see if the client is more open to socializing, to opinions or if the client prefers a written communication. There are different personalities, for example some people are extroverts who love to talk and interact, while others are introverts and prefer to interact less with other people. Depending on the reaction of the client, the employee should know how to interact with a particular type of personality.

Having good communication skills is another strong point in creating loyalty. Employees are advised to avoid using negative words that have a strong impact like: “don’t”, “won’t”, or even worse, “can’t.” Vocabulary plays an important role in interaction with customers. Instead of those negative words, employees should use words that show availability and willingness to solve the problem. Choosing words wisely shows the client you care, and as we have seen in the previous chapter, being cared for is one of the top requirements of buyers.