What Customers Want

Every customer contact is an opportunity to "make or break" the company’s brand image and customer relationship. If done right, customers are more satisfied and up-sell and cross-sell can be more effective. These are the things customers want and expect from the company they are doing business with. It is unimportant to the customer whether the call center is an in-house or outsourced. Start with these principles as a strong foundation for the call center training program. Everyone wins because the customer will be happy and it is the customer who ultimately pays the bill.

Reliability. Consistent performance is what customers want most. They want service they can depend on. More specifically this means that they want the company to do what the company says they are going to do... do it when they say they’re going to do it... and do it right the first time. A reliable individual is worthy of reliance or trust, and trust builds long-term relationships in personal and professional life.

Credibility. One thing customers will readily pay for is peace of mind. People want security, integrity, and the assurance that if there is a problem, it will be promptly handled at no extra cost. People want the products they buy to be safe and guaranteed. If services are purchased then they want them to be free from danger, risk or doubt and kept confidential. Customers don’t want hidden agendas, hard-sell techniques, extra charges and contracts with “fine print”. Such is the nature of credibility, and it brings customers back. A credible person is worthy of confidence and a company that proves itself credible gains the respect of their customers, and often of their competitors.

Attractiveness. Anything the customer sees, feels, touches, hears, or smells concerning the business is shaping their opinion of the service for better or worse. Appearances may be deceiving, but customers draw a lot of conclusions about the service quality on the basis of what they see and hear. Look at the business through the customer’s eyes and ears, and make the effort to put forth a first-class image. Being attractive means to be pleasing to the eye as well as to the mind. It means having the power to attract.

Responsiveness. Responsiveness has to do with more than the speed at which a service is provided. Being responsive means being accessible, available, and willing to help customers whenever they have a problem. A responsive individual is ready to respond and react to suggestions, influences, appeals or efforts on behalf of the customer.

Empathy. Customers should be treated as unique individuals, with their unique personalities, wants, and reasons to buy. If they are treated as such and their unique problems are solved then they will continue to be a customer. Showing empathy means putting one’s self in the customer’s shoes. It means trying objectively to grasp their point of view, and feeling what they feel. It means listening intensely, asking the right questions, speaking their language, and tailoring services to help them the best way possible.