This page is based on an article by Kevin Eikenberry. He gives suggestions on how to help your customers feel important. Each of your customers, like everyone else, wants to feel important. It a universal truth - we all want that feeling, and will gravitate towards those that make us feel that way.

http://www.sideroad.com/Customer_Service/customers-feel-important.html

1 Please use my name.

(But I don't always want this - Eg. Yesterday I called 2Degrees and just wanted to speak to Ruth. I know they are told to ask my name. I wondered why they wanted it the first time they asked me. I want to be a part of the "in" crowd

He suggests that everyone wants to be part of the special clubs that companies have, like frequent fliers. But I suspect some people don't want to be bothered by another membership to keep track of.

2 Ask me for my advice

Kevin says:

I have an opinion, and if asked in the right way, at the right time, when I know you really care about the answer, I'll give you that advice. Opinion cards may be OK, but I would love to be asked personally. Give me the chance to tell you what I think, and I'll reward you with more of my business. I don't often get asked for my opinion and it feels good. And who knows, you might even get a great idea for a new product or service.

I agree.

3 Acknowledge me

Kevin says:

I know you are busy sometimes. I can see the line. I even understand that your system might be down, or that you have five people in the phone queue. I've been there, I work too. But when I call or come by, acknowledge that I am there and let me know you are glad I'm in the line. A smile and a hello, or a "We'll be with you shortly" will go a long way. Acknowledge me and I'll understand. Ignore me, and well, how do you feel when you've been ignored?

I agree again.

4 Surprise me

Kevin says:

A little extra something with my order or a hand written note would be nice. A special discount "just because" or a free sample of dessert. It doesn't have to be a big thing, and it doesn't have to be every time. If you get a good surprise, do you want to share it with others? Me too.

I agree. It is a nice idea.

5 Apologize

Kevin says

I hate it when people try to prove they were right, or don't mention that fact that the order is three days late, or the surcharge can't be removed, or the item is out of stock. But again, I know things do happen. When things do go wrong though, please give me a simple apology. Here's the funniest thing. When you make a mistake, and then apologize (perhaps even including a surprise of some sort) I'll love you more than ever. Apologies and good service recoveries are so rare that you can take my dissatisfaction and turn it into loyalty, if you will do this right.

I agree. Customer service people and managers often feel defensive and then start defending themselves, (since feelings predict behavior). Defending is part of fighting and the customer senses this and is likely to feel more aggressive and hostile as the conflict is escalated. Apologizing de-escalates. Defending is more likely to escalate a conflict. It is similar to telling the customer there is no reason for him to be upset and expecting the customer understand the companies position rather than showing understanding for the customer's feelings.

6 Listen

Kevin says:

Most all of the other things I've told you require you to listen. I can tell when you are really listening to me and that makes me feel very good - because true listening is rare, sometimes even at home. Listen to my concerns. Listen to my ideas. Listen to my order, so we don't have any misunderstandings. When you really listen, you can't believe how good that makes me feel.

All of us can do most of these things each day. When we do we will make our work more enjoyable, easier, and quite likely will begin creating legions of loyal customers immediately.

And before you go, read these seven things again, with the voice of one of your customers in your head, as a reminder of how you can make each of your customers feel more important.

Again, I agree but...

To these I would add "CARE"

If someone cares about us, we feel important to them. Imagine you walking and suddenly having a heart attack. What if no one cared about you? Wouldn't they just keep walking right by you? But what if you were with someone who loved you? Their actions would demonstrate how much they cared, thus you know how important you are to them.

When someone doesn't care about us they will do nothing or very little to help us. But when a person really cares about us, they will do everything they can to help us. How many times do you have the feeling that a customer service person is doing everything they can for you? How many times do you sense that the customer service person actually cares? You can teach employees to say certain things. You can have them read from a script, but unless they really feel empathy, compassion and caring, only the insensitive person will be fooled. An emotionally intelligent person is likely to feel insulted in fact if someone is just giving them lip service without truly caring.

I don't feel very optimistic that you can train someone to care. I suspect you probably have to start by hiring caring people. It is probably much easier to train a caring person in the other specific skills for the job than it is to train an uncaring person in the empathy part of the job requirements.In fact, I really am not sure it is even possible to train someone to care or show real empathy. It might even be counterproductive to try because, as mentioned, your emotionally intelligent customers will sense that there is something fake or inauthentic going on and they may feel tricked or manipulated.