Customer Experience Improves Without TMI

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customer experience‘Too much information’ (TMI) can hurt customer experiences. It can be tempting to brag or complain about things as the customer waits for something. It can be easy to get long-winded telling a story to a customer. Be careful! Not only is TMI inappropriate and unprofessional, but it turns customers off. It can negate an otherwise stellar customer experience.

Customers Expect Dialogue
Two-way communication, in short statements, is more the norm now. Think about Twitter, Facebook, and sites that allow customers to post ratings about their experiences. Customers now expect to be heard as much as they expect to hear. Adjust your communication style to accommodate these expectations. Make sure you’re really good at customer listening!

Customers Expect Professionalism
Courtesy, efficient service, and helpful knowledge are essential to good customer experiences. Stick to the customer’s interests. Avoid tangents. I recently found myself waiting for a repair, and one of the idle salespersons proudly admitted to me several of his unethical and illegal practices. He explained to me that the movie and music studios ‘earn enough’ through concert and cinema attendance and related promotional items, and he has every right to download digital products without paying for them, and in fact, has at least a gigabyte of so-called free files. This was said to me in a lengthy monologue, without noticing me squirming uneasily as I heard this bragging. It seemed to the salesperson as a friendly chat, but to me it nearly ruined my customer experience with that company.

Customers Expect Proactive Communication
Actually, there may be no such thing as ‘too much information’ when it comes to preparing customers for changes in your products, services, processes or policies. Prevent surprises. Discover your customer’s mindset – how they use your solution, what they combine it with, what’s easy and hard for them. Step into their shoes and anticipate their concerns, potential disappointments, and hassles you may create by making changes. Do everything you can to prevent those negative customer experiences. Make it easy for customers to know what’s different. Don’t make them search fine print or a forum when it’s possible to clearly and concisely print information on the product itself and/or tell customers up-front.

This is the information age. We’re bombarded with communications from the moment we awake daily. To manage life sanely, customers must be selective in taking in information. Do your part to make sure the information that registers with customers is what’s needed for an excellent customer experience, to keep them coming back to your company and saying great things about you.

Lynn Hunsaker

Lynn Hunsaker is 1 of 5 CustomerThink Hall of Fame authors. She built CX maturity via customer experience, strategic planning, quality, and marketing roles at Applied Materials and Sonoco. She was a CXPA board member and SVAMA president, taught 25 college courses, and authored 6 CXM studies and many CXM handbooks and courses. Her specialties are B2B, silos, customer-centric business and marketing, engaging C-Suite and non-customer-facing groups in CX, leading indicators, ROI, maturity. CX leaders in 50+ countries benefit from her self-paced e-consulting: Masterminds, Value Exchange, and more.

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