I have to say sometimes customer interactions feel effortless. Others however, as painful as they may be can still lead to both parties feeling ok, even great.
The key lies in how we approach these interactions.
I was recently working with a client and their dedicated support agents. One of them, Alex, shared a story of recently dealing with a difficult customer complaint. He felt drained and unsure about his performance. This is “reactive communication” – addressing issues as they arise.
Meanwhile, another colleague, Francis, was proactively reaching out to customers for feedback. Yes, there were challenges. However, with this, proactive approach, it became “strategic communication.” Both of them are communicating with customers. What I would like to note here is that their approaches yield different feelings and results.
Think about a time when you handled an unexpected customer issue. How did it make you feel? Now, remember a time you proactively engaged with customers – perhaps through a feedback survey or a follow-up call. Even though it was challenging, did it feel different because you initiated it?
Events like receiving a complaint, handling a service outage, or addressing negative reviews can feel overwhelming. Yet, even these situations can enhance customer trust if handled correctly. After dealing with a tough complaint, Alex might find new ways to improve service. His challenge becomes an opportunity for growth.
When we choose to engage proactively, like Francis’s feedback efforts or personalized follow-ups, we give our interactions purpose. Francis’s efforts are not just tasks; they are steps toward building stronger customer relationships. This makes the tough parts easier to handle and often leaves us feeling more accomplished.
“He who has a why to communicate can bear almost any how.”
– Adapted from Friedrich Nietzsche
Now, I’d like you to reflect on your business practices. Have you ever felt proud after resolving a challenging customer issue? Or satisfied after a proactive engagement that led to positive feedback? These experiences of strategic communication often lead to stronger customer loyalty, increased satisfaction, and a deeper sense of trust.
But what about reactive communication? While it may seem purely stressful, even these interactions can lead to significant improvements if approached positively. Alex, after resolving a tough complaint, might discover better service strategies or new customer needs. His reactive communication becomes a catalyst for positive change.
The key lies in our response. Just as Viktor Frankl, a Holocaust survivor and psychiatrist, noted about choosing one’s attitude, businesses can choose how to respond to customer interactions. This choice can transform reactive communication into a source of trust and improvement.
How to Use This Idea in Everyday Business
1. Take on proactive challenges: Choose to engage in activities that build customer relationships, like personalized emails or feedback calls. What is one new proactive strategy you could implement this week?
2. Find the lesson in complaints: When a customer issue arises, ask, “What can we learn from this?” Think about a recent complaint – what improvement could it lead to?
3. Know your “why”: Understand the core values driving your customer interactions. This clarity can help manage both proactive and reactive communication better. What motivates your customer service approach?
4. Keep things balanced: While proactive engagement is beneficial, ensure your team has the time to rest and recharge. How do you ensure your team gets enough downtime?
5. Be careful not to overdo it: Don’t overwhelm your team with excessive outreach. Choose meaningful interactions that truly matter. Are you overloading your team? What could you streamline?
Again, reflect on your business: How have proactive engagements helped you grow? Can you recall times when resolving complaints led to valuable insights?
Remember, a successful business often involves facing some difficulties. By choosing proactive communication and viewing reactive issues as opportunities, we can find purpose in our customer interactions and drive long-term success.
So, the next time you face a customer issue, whether you chose it or not, think: How can this help us improve? How might this interaction strengthen our customer relationships? Your answer might change how you view customer communication.
If the answer points to a need to improve, then schedule a free discovery call today.
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