Will this Settle the Case?
I
wrestled with a computer manufacturer about a technical
issue that required a simple solution. During the process
I made suggestions on how the company could improve
their procedures and service recovery efforts.
Time dragged on and messages accumulated back and forth.
After several weeks, I was eager to get the whole thing
over and done. Finally, the company’s Customer
Advocate made an appropriate offer of action and compensation
and asked me, ‘Will this settle the case?’
I listened to his language and sighed. This company
just didn’t get it.
Listen to the language: ‘Will this settle the
case?’
Does this sound like a customer-friendly organization
taking care of an inconvenienced customer? Or is this
a law firm, a police blotter, an insurance company settling
a claim?
‘Settle the case’ means to put it down,
stop the dialog, end further communication. It certainly
doesn’t sound like they want my future orders.
This company is not alone. I’ve been teaching
another computer maker how to increase loyalty
while responding to customer complaints. This company
is committed to setting things right, and fast! They
track exactly how long it takes to effectively ‘close
the case’.
But again, listen to the language: ‘How quickly
can we close this case?’
‘Closing the case’ means to shut the door,
turn away and focus on something (or someone) else.
If you are a customer do you want your ‘case closed’?
Or do you want your problems resolved, your concerns
addressed, your discomfort carefully attended?
‘Will this close the case?’ or ‘Will
this completely resolve your concerns?’
Which approach would bring you back? Which would boost
your confidence, loyalty, repeat business and positive
word of mouth? You choose.
Listen carefully to the language used inside your company.
Do you hear commitment to a great customer experience,
or compliance with company procedures?
‘Handling customer complaints’ or ‘Responding
to customer concerns’? You choose.
‘Your application is being processed’ or
‘Your account will be opened soon’? You
choose.
Which department do you want working on your behalf:
‘Customer Affairs’, ‘Customer Service’
or ‘Customer Care’? You choose.
Key Learning Point
Language
shapes and reveals the mindset of your team. If your customers
are 'handled', 'processed', 'settled' and 'closed', you
may not hear from them again. But if your customers (and
staff) receive 'care', 'response', 'service' and 'support',
they are likely to return with enthusiasm, testimonials
and new business.
Action Steps
Conduct an audit
of your company's terms, titles, jargon and language.
Find every instance where customers have been degraded
to 'cases' and concerns have been reduced to 'complaints'.
Invent another way to speak about the people you serve,
the promises you make and the experiences you create.
Make
your language sound sweet, sensitive and sincere. When
taking care of human beings, it does make a difference.
Next Article in Customer Service Recovery >>
Turning Provocation Into Pleasure
First Article in Customer Service Standards >>
Get Yourself Spring-Loaded
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
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