Understanding People

Understanding People

Customer service might not sound sexy. But it needs to be.

Undoubtedly you cannot have a successful business without clients or customers. If you are not delivering above and beyond care and service your bottom line will suffer. We once were able to follow the “golden rule” in handling customer care. However, the market has transformed in a way that customer service in no longer straight forward. Not everyone wants to have the same experience. Like people their wants and needs vary. Some prefer low cost, no hassle shopping, others prefer to have their hands held throughout the shopping experience. Businesses need to recognize this.

Customers are People

Evaluating the needs of your customers and the service you provide is an ongoing process. Being on the one way end of communication as the sender is one of the most common mistakes made. To understand your customers you have be an active listener and you need to open up a dialogue. This allows for you to tailor to the specific needs of the individual customer and raises the level of care across your entire customer base. Let’s look at some of the personality types and strategies. Extroverts, introverts, emotional, and logical.

Extrovert vs Introvert

The first two are the most obvious. The extrovert and the introvert. The easiest personality to serve is usually the extrovert. This personality does not offer much mystery. They generally are open and express their opinion with ease. So let them. Then match their enthusiasm (or frustration) and just be friendly. The reverse presents more trouble though. Introverts are more difficult and require time to open up to a stranger. But, like the extrovert, let them set the pace, just do not be surprised if you do not get  very far at first. Ultimately, these two personality types are treated similarly. Match their pace and deploy empathy. Those two things will take you far.

Emotional vs Logical

The two personality types are the emotional person and the logical person. Emotional customers will generally be your impulse buyers. You will find that an emotional customer will make a purchase based on how he feels about you rather than the actual service or product you offer. So it’s important to recognize this and ensure you’re both protecting your customers interests (IE not letting theme impulse buy something that’s not a good fit) and ensuring that they feel good about their situation. This is the opposite of the logical customer. Logical people want to know for certain that they’re making the best possible decision. They’ll go home, create a spreadsheet, and pour over it for hours just to by a $50 cut of meat. How do you sell to these people? Give them the facts they want and make it easy for them to find when they’re looking. If they’re visiting your website and they want to know something specific about your product make sure it’s easy to find on your products page. How do you know what to put there? Ask….

Different Strokes, Different Folks

If you were to use the same approach to the logical introvert as you do with the emotional extrovert, he will feel as if you are encroaching on his privacy and wasting his time. Let your customer lead you through the experience with only your simple guide to keep them on track. Let them set the pace while you show empathy and you’ll be rewarded with a fan of your business and a lifetime customer.