Words have power.
Words are powerful!
The right words can pull someone from the damps of a dreadful day.
And the wrong words can send them spinning down the rabbit hole to what may seem like the worst day of their life.
Just like life mirrors art, the same applies to customer service.
Use the right words or phrases when dealing with customers and you’ll be tugging at their heartstrings. Making them never want to leave your premises. Turning them into long-term evangelists.
Use the wrong words on the other hand and you will be giving them a one-way ticket away from your business.
The words and phrases below have been proven to help create an emotional connection with customers and using them will help you win the tug of war for customers in today’s competitive business world.
1) Mention your brand like there’s no tomorrow.
How many times does the DJ at your favourite radio station mention the name of the station? (Last time I counted, the DJ at my favourite station mentioned the name of the station nine times in 30 minutes).
In the same way, get into a habit of mentioning your business by name.
Well maybe not as many times as the radio DJ but at least during the welcome, the goodbye and once in between.
Mentioning the name of your business unconsciously imprints the name of your brand into their brain.
2) “No” is a no no
Sometimes, customers make demands that are not possible. It is very tempting to answer with a sharp “No”.
This word can however trigger unwarranted emotions. A customer can be left feeling wounded. Like a child who has just been slapped on the wrist.
Or, a customer can feel challenged. Causing him to feel defensive and push him into military mode.
An alternative to the word No is, “I’m afraid that is not possible”.
This is a more mature way of handling things. It is refered to as an adult to adult conversation.
As the Ritz Carlton motto goes, “We are ladies and gentlemen, serving ladies and gentlemen”.
3) Pinpoint on the “Pain”
When a customer complains, he wants to feel heard. Saying, “I’m sorry about THAT” sounds like the customer is just another face in the crowd. Just another number in your database. A number whose only purpose is to help you hit sales targets.
To make the customer feel that his complaint is being taken seriously and not just being bundled up amongst the list of other complaints, strive to specify the specific “pain” that the customer is going through. In the process, aim to use the customer’s words.
For example, if a customer complains that an order that he had placed has not reached him, say, “I’m terribly sorry that the order you placed with us last week has not arrived.”
This phrase is more specific than just, “I’m sorry about that!”
4) An emotional wrestling match is so not cool!
Never get into an emotional wrestling match with an angry customer. Seriously don’t!
If he is going on and on about how this and that should not have happened or how “This is unacceptable!”, agree and say, “You are right”. No need getting into an argument. Doing so will only lead to the customer getting defensive which will just drag the problem on and on.
If you say, “You are right”, it opens up the customer to giving you more feedback and feedback, as we say in customer service, is a gift.
5) Show that you’ve got this!
The phrase “This is what I’m going to do… “ is perfect as a transitional phrase when dealing with a customer who is looking for immediate action. This tells him that you have an action plan.
Most times, customers complain because they are frustrated. They need to know that someone is looking into their issue.
The phrase shows that you are moving from focusingon the problem to focusing on the solution.
This phrase should then be followed by the specific steps that you are going to take to resolve his issue and ease his pain. This is known as “Emotional First Aid”.
6) Say the words that a customer has been waiting to hear
Words that show that you are willing and ready to help work very well when dealing with an angry customer who will not let you get a word in.
Anger usually stems from the fact that the customer feels unheard. Feels like no one is taking his complaint seriously.
Say “I really want to help you”. Repeat this if you have to.
Very soon, the customer will calm down and listen to you. (The most important thing is to follow through once you promise to help).
7) “So” is the best conjunction
Do you remember the words of your grammar teacher? Remember what she said about the words “But” and “However”? Well, she was right. These words, but and however, cancel the first part of a sentence.
It is very tempting to use them in customer service, e.g. “I want to help you BUT….”. That right there can provoke a customer to scream, “BUT WHAT?”
One of the alternatives to “But” and “However” is “So”. This conjunction between the first and second part of the sentence is best as it shows continuity.
8) Add a cherry on top
Words like, “Hope to see you again” or “We look forward to welcoming you again soon” are great parting shots as a customer leaves your premises.
The Law of recency states that people remember what happened last first. (Hope that makes sense).
The phrases show the customer that you would like a long-term business relationship with them.
Final Thoughts:
Old habits die hard and it may feel awkward and robotic when you first start using the above phrases. But it will get easier with time.
Just never underestimate the power of words. The correct ones will make your customers feel appreciated.
The last thing you want is to unknowingly give your customers a one-way ticket out. Never to see them again.
After all, unless you have a monopoly in your business, customers WILL always have alternatives.