Stop Reading From The Script

May 27, 2021

About Stop Reading From The Script

This is actually why some companies get a bad rap! Our colleague here at Shepard Presentations, Nate Jones, shared a story of something that recently happened to his father. He bought a new car. About a month later he’s in a parking lot and the car won’t start. So, he calls the dealership’s customer service number, which was actually a support center for all that brand’s dealerships in the US – and maybe even the world. The call started off okay but quickly derailed into one of those, “You won’t believe this” kind of stories. After a little troubleshooting over the phone, the customer support agent said, “I’m sorry, you’ll have to take the car into the dealership.” One BIG problem. He couldn’t get the car started. Let’s all assume the customer service agent knew that. Rather than show empathy and suggest the car would have to be towed to the dealership, this rep simply said to take the car to the dealership, ignoring the fact that the car wouldn’t start. Now, maybe they really meant, get it towed but that’s not the message that was conveyed to the customer. The customer then said I would if I could get the car started. Her response was, “Oh. Sorry about that.” It was obvious that this rep was trained to tell the customer that when they can’t solve the problem on the phone, make an appointment to take the car to the dealer. It probably wasn’t an actual script, but it was an answer they were trained to use. Instead, what the rep could have done for the customer was… Number 1. Listen! The customer service rep would never have suggested taking the car to the dealership had she heard the customer say, “It won’t start.” They were probably just going through the motions with the troubleshooting exercise, not really paying attention to the customer. Number2. Show some empathy. This ties back to listening. You can’t show empathy if you don’t listen to the customer and understand the problem they are having. And Number 3. Do more than just apologize for the problem. Maybe go a step further and offer to call a tow truck to have the car picked up. If they really wanted to turn this Moment of Misery into a Moment of Magic, they could have offered to help him find a way home. Maybe call for an Uber or help find some other form of transportation – to get the customer home safely. After all, the car wasn’t even a month old. Unfortunately, that’s not what happened. The rep practically said, “Too bad, so sad, goodbye.” And that’s not the type of customer experience that gets a customer to say, “I’ll Be Back.”



C-Suite Network Concierge

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