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Personalise Your Customer Service

How Treating your Customers Well Can Affect your Business

September 1st, 2020


Emma Martins

Providing a personalised customer service journey can improve your customer experience and could be the difference between your customer shopping with you again and switching to another brand.  

But, as your business grows in size and your contact volumes rise, it’s very easy to start looking at your customers as numbers and data sets. When you’re looking at customer ID numbers and analytics all day long, customers can cease to be people in the back of your mind. So how do you still treat customers as individuals without sacrificing efficiency and cost savings?  


Use Their Name

It really can be as simple as that. Using the customer’s name is a great way to show that you’re treating them as an individual. It can help the customer feel validated and important to you, and shows them that you’re taking their personal matter seriously. 

However, don’t make your advisors sound patronising. If you make advisors use a customer’s name a set amount of times in an interaction, it can start to feel forced and fake. This is worse than not using their name at all because now the customer thinks the advisor doesn’t care at all and is only putting on a façade. 

Show Empathy

Being genuine is probably the most important tip. A lot of orders have some kind of emotional attachment to them. And customers will usually let you know this. You don’t technically need to know that the dress was for their cousin’s wedding, or the toy was for their child’s birthday, but it’s still critical information to the customer. It’s important to show that you’re listening and not just picking up on keywords or trying to get rid of them ASAP.  

So how do you do that realistically? To start with, encourage your advisors to treat each case individually and gauge how each customer is feeling about the situation. Give them the liberty to be conversational and not have to maintain a “professional” tone at all times. 

Make sure your advisors know to never make it look like that customer is one of hundreds of people with the same issue. That may often be the case, but it’s important to consider things from their point of view. To the customer, this issue is affecting them personally. It doesn’t matter that hundreds of others are having to deal with it too because they’re not being directly affected by this. 

For example, if there’s a product recall on a dress due to a fault, the advisor is going to encounter multiple people who have been affected by this issue. Some will be aware of the recall and some will not. Don’t say: “We’re aware of the issue, we’re dealing with lots of people trying to get refunds”. Instead, try saying “I’m sorry the dress wasn’t up to our usual standards; I can issue you a refund immediately.” 

Finally, don’t monitor/track this behaviour. Whilst it’s important to encourage your advisors to be empathetic, attempting to track or enforce that will just cause headaches. Firstly, there’s no effective way to gauge how empathic your advisors are being. But besides that, trying to enforce empathy will only create disingenuous conversations and that risks upsetting the customer even more.  

Make Your Processes Flexible

It’s no good trying to make your customer feel like your care about them if you then have to tell them that you can’t help. All the empathising in the world won’t ease the frustration of being pinballed between different departments and different supervisors. 

And whilst processes are important, keeping them flexible is also advantageous. Customers don’t want to jump through hurdles or too long for a resolution. That’s why you need to empower your operators to be able to make their own decisions. Do all your processes have to be rigid? Can your advisors have some leniency to provide a better resolution and customer experience?  

Ultimately, by giving your advisors more room to move, you’re improving first contact resolution, customer satisfaction, retention rates, and reducing costs.  You can read more about how streamlining your processes can save you money in our blog here. 

So those are some of the simple tips you can adhere to if you want to improve your customer experience. If your customers feel ignored and frustrated during their customer care journey, you may risk losing them. By looking after your customers, you can improve the perception of your brand and encourage customers to shop with you again. If you want to learn more about how FM Outsource trains their teams to provide the best customer experience possible, contact us here 


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