How to teach a business to communicate with a client: 4 recommendations
Natalya Orlova gives 4 tips to companies that seek to improve customer service, among them – the formulation of rules and principles of communication with customers, the development of a control system for employees and their proper training
Proper interaction with the client is the key to a successful business. Different companies have different provisions, somewhere there is a set of rules that is mandatory for each employee, somewhere they are limited only to verbal recommendations.
In my opinion, it is necessary for each organization to train employees to communicate properly with customers. For this, there are thematic trainings and courses that even the smallest structure can afford. It is not necessary to invite third-party coaches, training can be organized on their own within the company.
Scripts can help teach employees how to interact with a client. But we must be aware that if a person does not understand the principle of work, no schemes will help. Here the same principle as in school, if employees do not think twice and memorize the script – this leads only to a short-term result. No fruitful relationships with customers can be built in this way. Moreover, chat bots successfully cope with the role of voicing learned scripts. Many companies use them as additional assistants. But when it comes to solving non-linear problems, and this is constantly happening in the business environment, bots can aggravate the situation by pushing away a client who needs a non-standard approach.
Unfortunately, many companies forget that the process of interacting with a client is primarily live communication and the possibility of prompt, non-linear, communication. A person is needed in order to solve the problem of the one who addresses him in a certain quality standard. Therefore, it is most effective to explain, convey to the customer service managers their task, revealing the essence of its implementation. They should focus not on the scheme, but on the result.
There are several rules that can help make interaction with the client more effective.
1. Formulate the principles and criteria of communication
Any company has its own internal rules and traditions, it is precisely on them that it is necessary to rely on in order to draw up an effective communication scheme between personnel and customers. First of all, the terms, the volume of services provided, the authority of the employee who works with this category of clients, the speed of response, the resources necessary for this, and so on, should be determined. It is necessary to prescribe everything to the smallest detail, down to the tactics of conducting telephone conversations and the behavior of employees at workplaces. In a word, something like a corporate code should appear. Customer-oriented companies do not spare time and effort on its development. As practice shows, such organizations work 2-3 times more effective than competitors.
2. Develop a control system
It is not enough to prescribe the principles of interaction; it is necessary to monitor their implementation. Both managers and the clients themselves can evaluate the work. The second option can be much more effective, because it helps to see weaknesses not from a managerial position, but through the eyes of a real consumer, and quickly correct them. For this, companies practice questionnaires, telephone calls, and offer to leave reviews. As a rule, if the client is basically satisfied with the situation, he is not interested in participating in such events and he needs to be encouraged. This is where loyalty programs come in.
3. Teach employees how to deal with objections
This is one of the most difficult items. Even one dissatisfied customer, at the current level of information availability, can harm the company’s reputation. In such cases, you can not close your eyes. The view that the client is always right is not the only true position. In order to successfully learn how to work with objections, you must understand that it is impossible to please everyone. Do not try to please everything and always. It is much more reasonable to be guided by strategy and company policy. At the same time, the communication process should be built as correctly and transparently as possible.
4. Do not forget about the human factor
The client is a living person, it does not matter who he represents – himself or the company. He always wants to interact with the same living people who can enter his position and solve the problem. Now in the customer services of many large companies it is almost impossible to talk with the operator. The robot answers the call, which offers to endlessly switch menu items and issues template answers. In this case, the operator’s wait can be from 20 to 40 minutes. Naturally, in this situation, the client remains dissatisfied. In 60% of cases, it goes to competitors if there is an alternative, even if the product as a whole suits him. Therefore, you should not underestimate the role of customer service. There are cases when customer focus helped sell a product that was weaker in characteristics than competitors.