Articles

Customer Conversations Part 2: What not to do

Jana M. Kemp

In the last two weeks, I’ve heard from customers telling stories about how poorly they’ve been treated by businesses. So, today’s article highlights some of the things not to do when interacting and having conversations with customers.

Don’t say: “We can’t fix it.” Instead, offer solutions. Or ask “what would you like to have us do?” so that you can determine what can be done and what agreement can be reached that would work for your business and also make the customer happy.

Don’t say “I don’t know” and turn away from the customer. Instead say “let me find out and come back to you with some information.” Customers ask questions because they are trying to do business with you. Answering their questions helps them do that and helps you make a sale. Doing research, even when the customer’s need can’t be fulfilled, shows that you care about the request and that you would have been able to help them had the answer come back differently.

Don’t fail to understand how to use a cash register. Prices ringing up incorrectly have to be fixed. Do employees know how to check and fix prices? Self-check cashier computers also need an attendant who knows how the computers work and can be corrected to move customers through the check-out process. And when an employee calls for manager assistance at a cash register, please get the manager there promptly to help fix the problem at hand.

Don’t fail to listen to food orders, thereby delivering the wrong food. At a fast-food restaurant recently I ordered a side that after three requests to fix was still the wrong side so I gave up. How well are employees listening and then accurately delivering on what they’ve heard?

Don’t fail to say “thank you.” This column has addressed ways to say thank you over the years. Surprisingly still only about half of customer interactions include a thank you of any kind. Revisit the ways you are saying thank you, in-person, in writing, and via technology.

In closing today, thanks for reading this column. And please do keep sharing the stories that contribute to the writing of this column.

Action Item: Accurately listen to and considerately talk to your customers. Train employees on how to deliver great service and how to avoid the things listed above. (Brag-time: write jana@janakemp.com to tell us about your great customer conversations.)


Reprint Permission: The author is willing to grant reprint permissions. Please contact Jana Kemp: jana@janakemp.com or call 208-367-1701.