Making customer service personal sounds simple enough. Isn’t that what it’s all about?
But think back to your last customer service experience.
- Did you feel special?
- Or ignored?
In 3 Second-Nature Marketing Traits That Bury the Competition, making it feel personal was the #1 tip. The following shares 12 simple tips that you can start today to help your customers feel special.
Making Customer Service Personal
This is one scenario where being a small business may be an advantage. Small business owners are more likely to know customers on an individual basis.
- You interact directly on social media.
- Feedback does not get buried (hopefully).
- Knowledge of referrals is often shared.
Each one of the following tips are easily managed by a small business. As you grow, technology helps improve customer service. However, that only works if the core of your business is making customer service personal. So, why not start now?
You can download a PDF version of the infographic.
Be Authentic
Social media dramatically changed marketing. People want to know the real you. Despite a large wall of skepticism, your potential customers want to believe you.
The following are 3 simple tips for being more authentic.
1. Add your photo.
Don’t you wonder if a business is hiding something when you never see any photos of the business owner or employees? At the very least, a site seems cold and impersonal without them.
So, add photos to your site (yours, your team, event photos). You can add images both literally and figuratively. For example:
- Your About Page should focus on people – not buildings.
- Leave site visitors with a mental image of real people helping customers like them.
- Case studies and events are another way to provide an authentic snapshot.
2. Make contact information easy to find.
As a business, you want people to contact you, right? So, why do businesses make it so darn difficult?
- Is there anything more maddening than having to search for contact information?
- What silent message are you sending to customers?
- You do not want to be bothered?
Prominently display contact information on emails, websites, and business communication.
3. Act on feedback.
The short video below is about Maria, a customer who gives wonderful feedback but watch what happens.
Asking for feedback then doing nothing with it smacks of false intentions. Maybe you do talk about it internally, but perception is everything.
If the customer feels ignored, it does not matter what you have done behind the scenes. How do you change perception?
You’re not going to apply every suggestion. But at least acknowledge that you received and appreciate customer feedback.
- Consider adding newsletters or business blog posts that keep your targeted market updated on feedback and changes.
- Conduct periodic surveys and give participants an option to receive results.
- Ask – Act – Apprise
Be Attentive
Pay attention to your customer – or someone else will. It is easy for our attention to wander, especially during a global pandemic. We are all looking for something good to latch onto. Letting your customers know you have not forgotten them during the tough times is about as personal as it gets.
4. Listen, then verify.
I love interior design and remodel shows. I so envy the creative souls with the vision to take the sorriest-looking house and turn it into visual and functional magic.
But I especially admire designers who listen to clients describing their aesthetic through a confusing mesh of contrasting ideas. Then, somehow, the designer converts that tangled mess into the client’s dream home.
Listening, REALLY listening, is something I had to work at. And still do. If you can master listening to your customer and accurately verifying what they said, your customer will notice.
One of my most cherished compliments occurred when a client told me,
“You really get me and what I’m trying to do.”
5. Ask questions.
Do you know the remarkable thing about questions? The answers often surprise you.
Has this happened to you? You have a longtime client. Over the years, you’ve become friends and see each other socially.
One day when working on a project together, you ask the client a question about a specific work preference. Your client reveals an answer that absolutely floors you.
- You would have sworn she felt just the opposite.
- If you had not asked her the question, you would have assumed the opposite.
- The moral of the story: You don’t know if you don’t ask.
6. Pick up your phone.
Are you surprised when someone actually picks up when you make a call? Your customers are, too. In a good way.
At the heart of complaints regarding customer service is the frustration of not being heard. Unanswered phone messages and long phone tree menu options infuriate callers.
If you want to make an impression, become known as the businessperson who picks up calls on the first try. I know, I know, it is not always possible. But any time a caller can avoid that dreaded phone tree system, you have brightened their day.
Be Genuine
In my early corporate days, I did not get along with one of my supervisors. I did not respect her work practices and we butted heads all the time. Then I had an epiphany.
- I did not need to like my supervisor.
- However, I did need to work with her.
- So, I decided to try to get along.
My dilemma was how could I remain genuine without compromising my values. I looked for the good. We had a complete turn-around while I stayed true to myself.
Customers recognize a genuine approach to service versus one that sounds scripted. The following are ways you show a genuine interest in your customer.
7. Customize business communication and offers.
A local grocery store we patronize regularly sends coupons. Most do, but this store does something different. The store customizes the coupons to our purchasing history.
- It used to drive me crazy when past stores sent coupons for items I would never buy.
- Useless coupons are another form of junk mail.
By using purchasing history to customize your communications and offers, you make purchasing a personal experience for the customer. And customers are more likely to make another purchase.
8. Show appreciation through sample gifts.
We tend to collect data on everything. Why not use the information gained to improve our service to customers?
For example, I have used a national printing company for several years.
- I send thank-you gifts to contributors to my 3-Day, 60-Mile Walk breast cancer fundraising.
- Periodically, I receive various product samples from that company with my imprint.
- More than once, I’ve purchased one of the products for future thank-you gifts.
The key is not overdoing it – be genuine. After a while, even a sample gift may be viewed as more junk you have to get rid of.
9. Use your customer’s first name.
How often have you been introduced to someone and seconds later you don’t remember their name? It’s that listening thing again and happens to most of us. Next time, focus on that name, then use it.
Technology makes it simple to include first names on correspondence. However, if you really want to see a positive reaction, use the customer’s first name in a phone conversation or live discussion.
I’ve noticed some individuals react in surprise when I address them by their name. They’ve become too used to being a buyer with no name.
Be Reliable
Why do people keep going back to the same businesses? They know they can count on that business to help them with what they need.
But life gets busy. And a global pandemic threw all of us off kilter. Think how comforting it was to know some businesses were doing all they could to help us keep going.
- Favorite grocery stores and restaurants offered pick-ups and delivery.
- Health care workers embodied the hero role with their sacrifice and dedication.
- Hopefully, this pandemic ends and the term reliable takes on a milder definition.
10. Keep in touch.
Amidst all the chaos of COVID, it was important to let customers know what was going on with your business. If this pandemic has taught us anything, it is how much we need human contact.
It’s a good lesson for businesses. By keeping in touch with customers, you are better able to identify their needs. Your business becomes more relatable and personal to customers.
11. Follow up.
How often have you called customer service regarding a problem and had it resolved on the first call? Sadly, too often, we need multiple calls or emails to get a single issue taken care of.
Not following up on customer service is a broken promise that loses business.
12. Acknowledge every contact.
If you follow this blog, you may be tired of this tip. Acknowledgment is such a simple task that will make customer service personal.
- Customers feel heard.
- They’re impressed by your responsiveness (because it’s so rare to find).
- And customers feel valued for their interest in your products.
Personally Speaking
My Pollyanna nature hates negativity. However, my customer service experiences are often a flashpoint for that feeling.
Most customers are forgiving people. We recognize stuff happens. But if you are authentic, attentive, genuine, and reliable in getting the problem fixed, you will be our hero.
What tips do you have for making customer service personal? Share your ideas in Comments.
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