theIdeaStudio (Customer Crossroads)

Talking to customers: It matters exactly what you say

"It does not matter what you say. It only matters exactly what you say."

Amazing speaker Warren Evans said this in a training session I recently attended. And it is so true, isn't it? Warren was talking about professional speaking. But this is also true in the customer experience business.

Let me give you a recent example. I was approaching a longish line at the airport (is there any other kind?), and the staff person monitoring the line pointed and said to me, "You should go over there". I explained that a previous person had told me to come to this line.

Going through my head is... do any of these people know what they are talking about? Am I going to wait in the wrong line? Maybe I should just forget about buying the upgrade.  More discussion. Finally he says to me, "Yes, they can help you here, but this is a long line. The agents over there can also do this, and there is no line up there."

Good intentions, right approach, not well executed. Instead of making me feel that I was getting excellent service, I felt mildly annoyed. But I was actually getting pretty great service, wasn't I? It just didn't make that impact.

It matters exactly what you say.

What's your take? Has anyone said exactly the right thing to you recently? And how did it make you feel?

Missed opportunities: when you do something good for customers, make sure they know

I buy lots of stock photos for use in my work -- either to illustrate concepts for people, mock up new ideas, or to enliven my client reports.

When I got a good-for-one-day-only offer from iStockphoto to get a 15% discount, I was interested and clicked through.

The problem:

• Landing page did not make the discount clear. I thought I was looking at regular prices, and that the discount would show up later
• There was a coupon code box, but no coupon code. More confusion
• When I paid and confirmed, I thought that I would see some kind of "you saved $x" notice. Nope.
• Thinking that I didn't get the discount I was supposed to, I made an enquiry of customer support.
• 8 days later, I received an e-mail response "The coupon was already built into the site when you made the purchase, that is why it does not appear as an additional discount on your receipt."

The mistake here, often made, is the assumption that I am so familiar with the regular price that I would instantly see the discount. The landing page did not make it clear I was getting anything special -- it looked the same as always. So an opportunity to make a little wee splash was missed.

The other odd thing was that this offer arrived on a national holiday. So only us poor fools who were working would receive the offer, and we had to act on it immediately (I think -- the offer wasn't crytal clear on that). Alll I wanted to do was finish up and go play, but instead I had to add something to my urgent to-do list.

My take:

When you do something nice for customers, make sure they know. Don't assume it's obvious.

Reader participation:

Are the "special offers" you get actually special?

Are you capturing the insights of the Introverts?

Our society has a strong bias in favor of extraversion -- those who are energized by being around others, who can process information quickly, and blurt out opinions as fast as they can blink. But there is a sizable minority of the population that does not fit this pattern -- people with a preference for introversion.

I wrote recently on the NewQual Blog about the advantages of online asynchronous research methods for capturing the insights of Introverts. And boy, this really resonated with people!

A couple of people sent me private e-mails [as introverts would do, not wanting to be loud and out-there, for the most part].

It's not just qualitative research that suffers from this problem -- virtually all marketing research does. Consider the telephone survey, where you are asked a battery of questions, many with multiple choice answers or agree/disagree scales on relatively complex topics.And you need to answer pretty much immediately.

A lot of online shopping has time limits that test our patience -- we have to choose among options quickly, or the system "times out". But with many options to choose, even the speedy must find it challenging to react quickly enough.

For more on this topic, check out the other article here:

Introverts get their day: When discussion forums and bulletin boards can be more inclusive

What's your take?

Is the world stacked against introverts? Does anyone give you enough time to consider before expecting you to choose, react or opine?

To probe or not to probe: Active listening versus poking with sharp thingy

More and more qualitative research is happening online. One of my favorite tools for this is the discussion forum, also known as a bulletin board. This is an asynchronous environment -- everyone is not necessarily present at the same time. [I so wish there was a better word for asynchronous!]

It's not quite the same as face-to-face. In person, if I hear something intriguing, I might ask, "Can you say more about that", or something similar. This is known, in researcher parlance, as a "probe". Although we try to make it gentle -- drawing out more information and ideas -- sometimes I think it feels more like a sharp poky thing.

In the discussion forum environment (asynchronous), you definitely can probe and ask follow-up questions.  The technology support for making this easy has improved a lot – we can now flag things, send a mobile message, or e-mail to the respondent.

My approach on this has changed a lot over the years -- I try to be more of an active listener, and less of an inquisitor.

Treat participant energy as a scarce resource

I treat follow-up questions as if I have only a very limited number I can use, and I must use them only when really important.  Here’s why:  I really love it when participants start to engage with each other.  But they do this less if I’m constantly butting in.

Not only that, but asking people to go back to something they said before is sort of like trying to rewind a conversation by hours or days — people have moved on. The energy is now somewhere else.  So you spend a lot of participant energy asking them to go back.  When people do go back, their responses are often not worth the cost in energy.

The virtual head nod

Probing does have one clear benefit — it shows people you are listening.  And listening is hugely important.  Participants see what you say, and see whether you are listening and understanding them or not.

If I don’t have a definite need to follow-up for additional detail, I sometimes restate what I am hearing, just as I might do in a F2F discussion.  This approach generally results in feedback from the participants that they really felt “heard”, which is so important.  Who wants to talk to an empty room?

The virtual head nod is even shorter — just an indicator that I’m there, reading and listening.

The challenge

Clients distracted by other work may log in and read something intriguing that happened earlier in the week. Then they want me to post a follow-up.

To keep everyone happy, I tend to bring this kind of thing back in with a fresh topic later on, rather than ask people to go back.

I do make my presence regularly felt, as often as possible given the demands of eating and sleeping, but limit the number of probes.

There is another school of thought that you can run these projects with no probes at all — I think that would produce significantly reduced output. However, there are some new DIY qualitative platforms that essentially take this approach. There is no active listener.

What’s your view?

Does this resonate with anyone out there? Either as a participant in some form of interview or discussion, or as a moderator of same.

Portions of this were previously published on the NewQual Blog.

The one most important referral: What great salespeople can do for you

In one afternoon at a shopping mall, I met three amazing salespeople.

After many years of service [some might say loyal, but truly, appliances are not loyal, they are stuck with you] it was time for us to replace our stove and refrigerator.

Like all other consumers of major appliances now, I looked online to try to thin out the field of considered brands and models. I remembered driving all over town the last time we bought something big [a tiny deep freeze and a washing machine], and finally ending up at Sears. So this time, we decided to start with Sears.

Amazing salesperson #1

We'd had a good experience with Edgar, the guy who sold us the freezer and washer, and hoped to see him again. No luck - he was off that day. But it was okay, because another guy with a very similar approach helped us.

1  You are as good as the last sales experience people had in your store. Every experience needs to create at least one referral -- where the client refers themselves back to you. If you can't get that one referral, you've got a problem.

It's a fine balance between attentive help, and someone that is so intrusive you can't look for yourself and talk to your spouse about what you see. This guy had the blend perfectly. I expected him to push the house brand -- he showed it to us, but when we said "nah, that's not for us," he moved on.

2  Shoppers are tuned in that you might be favoring one item more than another. And that's okay, as long as you don't go too far. See point #4 for more.

Through all of this looking, I was so impressed at the product knowledge this guy had at his fingertips. Even though I had spent a lot of time looking at things online, he was way ahead of me.

3  Many people have done their homework.They have researched online. They have looked at Consumer Reports. Can your sales staff keep up with them? Can they actually add value?

Everyone pushes their insurance package now. It's ubiquitous. Even the rechargeable batteries from Future Shop can be insured. So I knew the pitch was coming. But when it came, he made a recommendation that made sense. Then he offered some unique tips like this one: print a little label with the date the no-claim warranty rebate comes due along with the number to call, and stick it inside the fridge so you won't forget to call and get your refund. Nice idea!

4  Transparency is important. People have finely tuned BS detectors now.

Amazing salesperson #2

When we left the store, poor but happy, we didn't plan to make any more stops. But we did pop into H+M to pick up a DVD for the evening.  That's when we met amazing salesperson number 2. She wanted to be sure we knew about the BOGO. So we went and picked up a second DVD. Her enthusiasm for the DVDs, and subsequent recommendations for other products kept us engaged and buying.

5  Really helping people is invaluable. There is so much choice, that someone who can help you find what you need makes the whole thing fun.

Since we were in the store longer as a result of this, I remembered that I needed prizes for a project. So I bought some gift certificates. This person turned at $10 sale into a $100 sale with very little effort.

Amazing salesperson #3

Walking through the mall back to the car, I was offered some hand cream from a kiosk in the mall. You guessed it, I just met salesperson #3. She offered to show me a miracle. That's a hard offer to turn down, especially when the person has your actual hand in theirs. I walked out with a manicure kit for myself and two more to give to people (you wouldn't want to miss out on the special offer now, would you?).

6  Even the hard sell can be interesting if it is done in a charming way. Use the classic sales techniques, but bring freshness to them.

I told the last salesperson, "You're wasted in cosmetics. You should be in real estate." Her reply, "I want to sell luxury cars."  And I bet she will! She had crafted a script for herself that was entertaining and hard to avoid. She had figured out compelling ways to demonstrate her product. And she was charming throughout. I had to tear myself away before she started in on the facial products!

I left the mall optimistic for the future. These three people, working in roles many would consider dead-end jobs, had brought thoughtfulness, brains and professionalism to the task. They appeared to enjoy their work. They were trying to help people at the same time as making their numbers.

It showed, and it worked.

What's your take - would you refer yourself back to the last store you shopped in?