We all know the customer is always right, and good customer service is a must, but how often do you take the time to see things from their point of view? What if we saw them as people first and customers second?
Deadlines, meetings and quotas fill days quickly, but not taking the time to understand how to connect to your customer can result in:
- Marketing messages that don’t resonate with your customer. Customer are unable to connect to your product or service and don’t understand how it can help them.
- The Sales Department trying to sell features of your offering that don’t have any value to your customer and don’t solve your customer’s problems.
Selectively looking at only one aspect of your customer leaves them feeling disconnected and creates misconceptions. As an example of how misconceptions can affect you client relations consider the recent experiment done with the power of perspectives. In this experiment 6 photographers were asked to capture a man named Michael in a portrait.
Each photographer was told one different thing about his background including:
- a self-made millionaire
- a life-saver
- an ex-convict
- a commercial fisherman
- a self-proclaimed psychic
- a recovering alcoholic
In the end each photographer chose to focus solely on that one selected bit of information about Michael in their portrait and the six photographs of Michael looked like completely different people. When Michael came out and explained that in fact none of those things had happened to him the photographers realized they hadn’t done the job they were assigned. None of them had actually captured Michael’s true self – they each chose to focus on that one thing about him and chose to define him as that.
If Michael had been a paying client the experience would have left him feeling like there was a disconnect between him and the photographer. He wouldn’t be happy with the results, would argue paying for the service, and would be unlikely to recommend the photographer. Consider the positive outcomes if even one of the photographers looked past the one thing they knew about Michael and took the time to connect with him.
In the long run seeing your customer as a person can help you reach your business goals and anticipate your customer’s questions and concerns. When you take the time to see their point of view you make them feel valued and connected to your offering.
“Customers may forget what you said but they’ll never forget how you made them feel.” Unknown
Director of Client Engagement