A close relative of mine recently died, and I have been helping the next-of-kin deal with the aftermath of death. We spent most of a week calling the funeral home, bank, church, insurance companies, and other businesses to inform them of our relative’s passing and to make the necessary arrangements.
Some of the organizations we dealt with were good at customer service, but many were not. I have several suggestions for how all businesses can improve their customer service when they are dealing with people in difficult emotional circumstances.
And don’t most businesses encounter emotional customers at one time or another?
Here are my suggestions:
- Minimize the time the customer has to spend on hold, from the first contact to the final call. Grieving individuals will lose focus while you are away from the phone. Moreover, they will get annoyed and believe you don’t care about them.
- Don’t play the typical Muzak if you have to put customers on hold. It grates on the nerves of the bereaved to hear vapidly cheerful music. A soft classical selection would be a better fit, but nothing too common that they will remember later on, bringing the moment of their grief back to mind.
- If you have a call center that uses scripting, be sure your representatives are prepared to say “I’m sorry for your loss” if they hear of a death without having to look it up in the script. It is disconcerting for the bereaved to hear typing in the background, then for the representative to say he or she is sorry. A human response is more valued if it is genuine, so let your employees sound genuine. If they can’t, they shouldn’t be in a customer service job.
- Get back to your customer when you say you will. Even if you don’t have any new information to provide, if you promised an update by 10:00am Wednesday, then call them back to give a status report by 10:00am Wednesday.
- Be absolutely accurate in what you tell customers. And if you give them information orally, follow it up with an email or other written correspondence. People don’t think clearly and their short-term memories don’t work well when they are emotional. They will forget what you told them, which is only to be expected.
- Recognize that customers who get angry at you are often venting. Try not to take the situation personally. But also take accountability when the problem is your responsibility. If you have been slow to respond, or if you provided inaccurate information, apologize. Profusely. And don’t do it again.
Frankly, these suggestions aren’t rocket science. But it is surprising that so many businesses that deal with people in emotional states aren’t better at customer service.
Don’t let your business be insensitive to your customers’ grief. The goal of any contact with a customer should be to make the customer feel better, not worse, even if only for the moment of your interaction.
When have you encountered excellent customer service in a difficult situation?