Mark: The Impatient Spa-goer
Joan: The Customer Who Asks Endless Questions
Mark: The Impatient Spa-goer
Mark decided to escape from his busy job one afternoon for a quick massage at your spa. He booked a 30-minute massage at 2 p. m. and showed up early. But, for whatever reason, your spa is running behind; 2 p. m. comes and goes and Mark is still sitting in your waiting room. He’ s reading a magazine and occasionally glancing down at his watch. At 2:08 p. m., he’ s still in the waiting room. He’ s no longer looking at the magazine. He’ s visibly frustrated and his body language shows it.
Finally, thirteen minutes later, Mark’ s 30-minute massage begins. But, knowing he has to return to work, he cuts his massage short. Your therapist can tell he’ s upset.
The Solution
Fix the issue before it’ s an issue. The biggest problem with this scenario isn’ t that Mark’ s massage was delayed; it’ s that Mark’ s frustration wasn’ t taken care of at 2:00 or 2:08. By 2:08, he was visibly frustrated. He was obviously in work attire. Obviously in a hurry. And yet, no one apologized or tried to solve the problem. Thousands of recorded customer interactions have taught us that most customer service problems can be dealt with before they become problems.
Validate. Mark needs to hear words of understanding. Phrases like,“ I appreciate how you feel” or“ I’ m sorry this happened. Let me make this right for you” are ways to let Mark know that you care about him. And remember, when you validate and empathize, tone is key. Your tone needs to exude understanding.
What Not To Say to Mark Mark does NOT need to hear justifications, an argument or even a valid explanation. Never use words like“ but” or“ no” when you’ re dealing with an impatient customer. Never say“ I can’ t do that” or“ I’ m not allowed to do that.” Instead, tell the customer what you can do. Above all, Mark needs to know you care.
Joan: The Customer Who Asks Endless Questions
Joan is getting a facial. During the facial she’ s questioning everything— the products, the methods, and the procedure. She’ s second-guessing everything you do. She’ s asking,“ Are you sure about this?” and saying,“ I don’ t know about that,” repeatedly. After 20 minutes, Joan’ s incessant and somewhat demeaning questions have become unbearable.
According
FASTFACT to the Customer Experience Impact Report by Harris Interactive, 86 percent of people say they have stopped doing business with a company because of just one bad customer service experience. About 60 percent say they will pay more for a better customer service experience.
The Solution
Tone. The tone of your voice is significantly more important than the words you say to Joan. If Joan feels you are becoming combative or rude, she will become defensive and the situation will deteriorate. If you feel your tone slipping, focus on smiling as you speak. If your face smiles, your voice will smile.
Answer Joan’ s questions. It really is that simple. Joan apparently doesn’ t know much about facials. Maybe she’ s never had one before and it simply isn’ t what she expected. Help Joan. Explain why you’ re doing what you’ re doing.
What Not To Say to Joan Do not argue or debate with Joan. Do not use the word“ but” or the phrase you don’ t understand.” Answer Joan’ s questions with respect and empathy.
October 2011 ■ PULSE 43