Finding and keeping accounts is a pursuit that happens during the typical customer lifecycle. And, it goes beyond just delivering well on the goods or services that you provide. It really comes down to relationships.
Empathy is a big driver of loyalty with customers, and treating every transaction with that lens will make the customer experience more impactful in many ways. It’s also the right thing to do in every way.
For some, though, it can be a challenge to accomplish. Take the time, though, to truly understand what a customer is going through and how to help them with their challenges. You will find that planning with empathy for customer interactions will not only make them go smoother but will also lead to an experience beyond the norm.
The link between data and empathy
One person who understands this is business strategist Steven Van Belleghem. He told the Customer Think website that knowing more about your customers through the data you capture on them can be an important research step to establishing greater empathy.
By seeing what types of products and services they are seeking — or what they feel may be missing from your current offerings — you can offer more than just something for them to buy. It then creates value for them and they will notice that human-centered approach.
Another benefit is that it can help you be more proactive about concerns. Gleaning data information means that you can anticipate why they would want a certain product from you. If you see that many of your customers are in a particular phase of life, letting them know that you are answering that call — even before it’s asked —can go a long way to fostering loyalty.
How to be a true pain reliever
Another way that you can show empathy without being intrusive is to answer what are called “pain points.” These are the moments in which a customer may be struggling, and where you can find a solution for them. It’s beyond product-selling.
Entrepreneur magazine had some suggestions for businesses to think about when it comes to addressing their concerns. One is to be flexible with your offerings, being open to customized solutions or products. At the same time, you can also be clear about pricing up-front, even with customizations, which answers that “pain point” of ambiguity in what is being offered.
Above all, it’s best to be candid about what you can provide, even if that means your product or service isn’t right for some. That builds trust, which is a huge part of how you can establish a customer for life. You can’t be the solution to every need, but you can certainly be fair as well as honest about what you can do for them. Most people will appreciate that.
Working with any kind of customer requires a human touch, but it can also be boosted by technological means. At ARO, we’ve made it our goal to bring empathy to the collections process while still helping businesses reach their fullest potential. Find out more about what we have to offer businesses on our website.
