Soothing the Savaged Consumer Soul:
In these economic times, when our nerves are raw and we are stretched like a rubber band ready to snap… we all need a kinder hand, a kinder voice… just plain more kindness in our life. Customer experiences that were okay in the past can aggravate customers and push them away. If you are in the business of serving customers, right NOW is the time to seek out the intangible opportunities to soothe the savaged consumer soul. Here are ideas that will bring you dividends in rising above the fray and in soothing the frayed nerves during this time of spending woe.
1. Become Wizards at Alternative Solutions.
Creative solutions that help your customers cope and manage with the current financial pinch will be long remembered. Coach your frontline how to hold a diagnostic conversation to understand the financial implications of the current market with customers. And reach out to customers proactively, especially if service contracts or annual commitments are due. In this economy, customers are more likely to opt out and disappear. If you show up proactively with a helping hand, empathetic approach and creative options prior to this decision, you can save business and build allies. You will stand out as a partner in supporting your customers from their point-of-view.
2. Listen; Then Repeat.
Eight out of ten phone calls, retail interactions and service calls begin with prescribing a solution to a customer before the customer need is really listened to, understood and validated. This is a time when customers will want to vent. Let them. Then repeat back to the customer what they said. Because not only do we need to vent right now, we need validation. That times are tough, that prices are high, and that we’re in pain. Repeating the reason a customer walked in the store, called your number or emailed your ‘contact us’ contact will take you to a level that is just not being received today…which is internalizing what the customer needs and using that knowledge to drive an outcome that is right for them.
3. Practice Wild Empathy.
The ability to empathize, and to put ourselves in our customers’ shoes so we understand what they are going through - tests the humanity of our organizations. Especially NOW when times are tough. Bring groups of people together in clusters of twenty-thirty and have them identify the top 10 customer frustrations that are occurring right now. Identify which have emerged recently. And discuss how customers are responding and coping with challenges. Giving people permission and good examples for how to empathize will provide not only comfort to customers who receive it, but also to your employees who are feeling the pinch themselves. The humanity and humility that comes with acknowledging this condition will bring you closer to your employees and customers.
4. Deliver Small Heroic Acts of Kindness.
Small kindnesses will go a long way right now. We are all so fatigued from walking away empty-walleted, that small gestures will really stand out. Zane’s cycles, a bicycle shop in Connecticut sells $15 million a year from a single shop. They give away any item that a customer is in a panic about finding (read: link that will fix a broken chain) that costs under a dollar. Think Dad with a 10 year old whose bike is broken; one stop at Zane’s and they save the day – WITHOUT charging anything. These small heroics send customers away shaking their head in amazement. What can YOU do?
5. Find your Best Customers. LOVE THEM!
Your best customers, whether you call them Promoters from how they rank you or are your highest value from how you rank them…if they are hanging in there with you…they deserve all the love you can give. First, let them know that you’re glad they’re sticking around. Then reach out to them. Are you developing new products or services? Bring a group of your best customers in for an evening of food and feedback. Perhaps you can send them a letter acknowledging that you value your relationship with them and offer an extra service. One company I work with rotates their executives through outbound calling their best customers per month. The impact of this simple personal and humane contact lets your customers know that you care about them and are reaching out to help. THAT in itself will set you apart!
6. Play Defensive-End for the Front Line.
Your people at the front who are working directly with customers are likely feeling two things right now: their personal pain in the wallet and the pain of their customers. NOW especially is the time to come up with uncommon acts of kindness for them. Create a monthly casual conversation with your front line so they can tell you what they are hearing and where they are perhaps being beat up a little by beleagured customers. Rotate in 10-20 per month so everybody has a time to vent and have a bit of cheerleading. Host something fun once a month…bring in lunch, host a karaoke night. Most importantly LISTEN to what they have to say. Make a list of the biggest issues customers are having that they have heard and work to systematically cross items off the list.
7. Hire those with Dash and Daring.
Indications are that this financial crunch will take some time to recover. Profile the type of person who will thrive with customers in this type of economic environment; listeners, creative thinkers and naturally service oriented people for those serving and interacting with customers. Hire for passion and the natural ability to empathize. Find leaders who find the glass half-full and can motivate creativity and inspire creative solutions. While these skills are always desired, if you want to emerge above the rest, they are a necessity when times are tough. Amy’s Ice Cream, a beloved place in Austin Texas actually has their applicants make a creation out of a white paper bag instead of filling out a boilerplate application form. What can you do differently in the interview to make sure you’ve got a match for the job?
8. Call Customers Who Have Left You!
This is the time when acts of heroism for consumers and business accounts WILL NOT go unnoticed. So reach into your customer database and identify some customers who have left you. Then reach out to them. But before you do, build some creative financing and service options for them. When you call, first apologize. Then listen. Asking why a customer left and then really listening and repeating back the reason is extremely powerful…and yet FEW DO THIS! Finally ask to be given another chance and then offer your new creative finance and pricing options. One financial services company we did this with ultimately got back 35% of customers who had departed. Just the shock value that you realized they were gone and cared enough to ask “what happened” will set you apart from the rest!
Customers’ nerves are raw. Nearly every interaction tests them now. Become the company that steps up with kindness, action and empathy during these times. Just like a good friend who’s there when times are tough – choose to be that kind of company. Choose to show up as those kinds of people. Customers WILL remember. Your kindness and actions now will pay dividends in business, goodwill and word-of-mouth.
For consumer… check out how to manage your nerves during this season of spending woe by clicking on the link below:
Customer Yoga....
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