LL - Language and Customer Happiness
In customer service, language is everything. When a customer contacts a company with a need, a concern, or needs more information about a product, clarity and positive language is critical to making sure both you and our customers are able to work together to find a solution or the information they are seeking.
We shy away from giving too many scripts for assisting customers because a more personal, conversational approach, makes customers feel like they are calling a company who cares.
Developing a personal relationship with our customers helps them feel confident in purchasing more of our products and confident in knowing they can reach us for help if something has gone wrong.
What are some examples of positive language?
One is saying, “my pleasure” or “happy to help” rather than “no problem”. Not only does it sound better, but it comes across as something you are happy to do rather than it being a chore.
Another is Target who calls their customers Guests. It might not seem like a big deal but consider how you treat guests in your home. Target strives to make their Guests feel the same when shopping in their stores.
Disney calls their employees Cast Members to help remind them that not only are they a part of the customer experience, but also that they are “on stage” for guests in the park.
How can we utilize Positive Language when assisting our customers?
Avoid negative or doubtful language - When a customer asks for support, you should refrain from using language that suggests an inability to solve the problem: “I don’t know if we offer that,”—or worse—“We can’t do that.”
This language may not only frustrate the customer but also make them lose trust in us. Customers contact companies to be reassured that there is a solution to their issue, and it’s your job to help find one.
Instead of, “I don’t know” - say “Great question. I’d like to research this a bit and get back to you”
Rather than, “Please calm down.” – try “I’m really sorry about that. I understand. I can only imagine how frustrating this is for you.”
No one wants to hear, “I’m sorry you feel that way“ - instead, “I’m so sorry to hear about this, Mr Smith”
The worst is, “No, we can’t do that.” – There's always a solution, and you are empowered to think of and provide that solution so try saying, “Although that option isn’t available right now, there’s a similar solution.”
Be careful about not using accusatory language!
Sometimes these language put-downs are obvious, but sometimes they're quite subtle - especially when English is not your first language. Here are examples of both:
“You are or must be confused” - Instead say, “I’m very sorry for the confusion. I’m happy to look into what happened and provide you with some clarification.” - Putting the confusion on the customer is never a good idea. Not only does it show that you are not taking ownership of finding a solution, but consider the age of the majority of our health brand customers. They’re often elderly, and everyone is coming to us with a health concern of some kind. Memory issues are something that people of all ages deal with - but it’s especially a concern for the older generations. Putting this on them can lead to additional worry and concern for the customer.
“You were told this would happen” - Instead say, “I’m very sorry that you were unaware of this portion of your order with us. We attempt to be clear about what’s going on every step of the way and I’m sorry we let you down.” People do not pay attention! They get excited about a product and they’re ready to dive in and before they know it, they got more than they bargained for. In today’s digital climate and the prevalence of super fast shipping, people’s expectations are high and patience is often low. Especially during a worldwide pandemic. It’s our responsibility to make things right when something has gone wrong, or they think something has gone wrong, and to do so in a way that does not make them feel stupid or talked down to. Just because you have answered this particular question five times today does not mean this customer knew the answer before they called you.
Use confident, positive language, and remember to show empathy.
Assisting a customer should start from a positive and honest place. The goal is to be open-minded to customer’s complaints so that your positive interactions and phrasing will come out naturally.
At the start of the call or live chat, do not assume that they’re calling just to complain or report a problem. You want to begin from a positive place and with solution-focused conversation.
Allowing the customer to finish what they are saying means we hear everything they want to say. Cutting them off because we think we know what they need before they have finished means we don’t. As such, we might get the wrong message and at the same time annoy the customer.
If a customer says something nice about you or the company or product, give the customer a positive response by thanking them.
Notice the small talk conversation that customer has made – while you might not want to waste their time or yours, you do want to acknowledge their efforts to make a connection with you and make that connection in return.
A positive attitude can be very infectious, so focus on using positive phrases and words. Customers would rather deal with someone positive. When you encounter a challenge, instead of dwelling on whose fault it is, steer the conversation to focus on how the issue can be overcome.
Keep in mind that you may not have all the answers to customer’s concerns; however, you know more than the customer does. Be proud of your role as customer happiness. Proud people take it a step further and ensure that customers have a good experience. Happy customers mean better business.
Think about your recent customer interactions. Is the language you used in your emails or phone calls contributing to a positive customer service experience?