Why is Customer Trust Important?
Gregory Smith, a former top executive with Goldman Sachs, once said, “If clients don’t trust you they eventually stop doing business with you. It doesn’t matter how smart you are.” Trust is a foundational piece of the customer service puzzle for any business. Without trust, there is little hope for building a strong customer base which then affects sales and overall business growth. Customer trust should be at the forefront of customer service strategy for everyone representing your business.
When Customer Service Goes Wrong, Customer Trust Is Lost
I recently had an experience that really illustrates how quickly trust can be snuffed out with a single “customer service gone wrong” issue.
At a visit with my Primary Care Physician, he indicated it was time for me to get a colonoscopy. (I would get into my shock and dismay, but that’s not the point of this post.) He referred me to another doctor’s office and told me to call them to schedule a consultation before the year is out. I followed up with the referral and made an appointment.
The day of the appointment arrives and I take the 45-minute drive to the doctor’s office. I park, walk in and greet the person at the front desk:
Them: Hello, can we help you?
Me: Good afternoon, my name is James Brown, and I’m here for my 2:30 consultation
Them: We tried to call you and couldn’t reach you; all appointments have been moved
Me: I don’t have a missed call or message
Them: Sir, we have been trying to call you! (yes “personality” and all)
Me: Ma’am, I’m not sure how I missed the call. The TEXT MESSAGE you sent this morning confirmed the appointment for today; what number have you called?
Them: The one that ends in 5453
Me: Oh, that’s my house phone number, not sure how you even got that
Them: It’s listed right here as the primary number (even more “personality”)
Me: Well that’s funny because that’s not the number you used to call me to make the appointment
Them: Well, are you going to reschedule for tomorrow or not? (still with “personality”)
Me: Absolutely not!
If your customer service representative is full of “personality” (ie. a less than positive attitude and tone) over a small issue like a scheduling mixup, how can a customer feel comfortable enough to trust your business with something more significant like a personal medical procedure? A customer needs and wants to feel like they can trust your businesses, and building trust is the responsibility of everyone who represents the organization – especially those who encounter the customer directly.
How to Build Trust with Your Customers
The trust you build with customers is earned through the customer service you provide, especially when issues arise. You will want to make sure your customer service team is trained to prevent or manage problems that arise in a way that builds rapport with the customer, which in turn encourages that customer to share their experience with others. Here are three ways to communicate with customers about an issue, while building trust.
1. Listen Empathetically
When a customer has an issue, often there is a process for them to air their grievances so they at least feel like someone heard about their issue. However, there is a big difference between hearing and listening. When you’re dealing with a dissatisfied customer, you can’t just let the sound of their concerned voice go in one ear and out the other. You must listen. You must make a conscious effort to comprehend what is being communicated.
But, listening is just the first step. When you’re listening you should also be considering the feelings of the customer. Try to understand their point of view and their reaction to the situation. This is listening empathetically. Basically, you should ACT LIKE YOU CARE!
2. Respond Effectively
Responding effectively is making sure you have communicated appropriately. Studies have shown that up to 93% of communication has nothing to do with words. Most communication is done in tone and body language. It’s not all of what you say, but more important, it’s HOW you say it. Always be mindful of your tone and body language; including facial expressions.
When you respond effectively you make sure what you said and how you said it are fully comprehended, appreciated and accepted. This helps the customer have confidence in your ability to support them. It eliminates assumptions and potential misinformation. It creates open dialogue that allows room for the customer to also effectively respond back to you with additional information that can help you resolve their issue.
3. Resolve Expediently
A swift resolution should occur at the first sign of anything resembling an issue, especially a small issue or a simple misunderstanding. I am by no means saying the customer is always right, but to earn trust you must be able to quickly deal with the customer and ensure they feel comfortable with the resolution, even if they are not correct.
The quicker you can get to a resolution or a satisfied customer, the strong trust bond you can build. The expedient resolution tells the customer they are more than just a number or transaction. They are a real person with real concerns that you care about.
Building trust with customers is a surefire way to ensure you’re providing excellent customer service. When an issue arises, your ability to listen empathetically, respond effectively and resolve expediently could make or break the trust bond with your customer. A customer that knows they can put trust in your brand, services, products and people will come back again and again…and they’ll bring friends to build your clientele.
James Brown Jr. is a customer service keynote speaker who works with organizations that want to leverage the power of relationships between internal and or external customers.
