The 6 best words in customer service

(MoneyWatch) 

Two comedians can tell the exact same joke, with the same timing, and one will have people rolling in the aisles while the other will get blank stares and an awkward golf clap. The joke itself may not even be funny, but the difference can come down to a single word choice. The same can be said for customer service -- the delivery often determines the reaction.

I've written quite a bit in the past about what not to do when speaking to customers. It's a virtually limitless topic that unfortunately is supported by countless daily examples. So this time I thought I'd focus on what I call "positive trigger words" -- the ones that convey the exact same messages but with completely different results.

Of course, what you do is more important than what you say. But whether it's good news, bad news, or simply passing on information, your choice of words will have a significant effect on the way the customer hears what you're saying, and consequently the way she feels about it and reacts to it.

The goal, of course, is to make the customer as happy as possible with the service experience, even if the outcome isn't exactly as she had hoped for. It is, in fact, possible for a customer to have a positive feeling about a company even if she doesn't get what she wants. And that is where words make a big difference:

- People respond positively to words that are active rather than passive. There is a world of difference between "I can" and "I will."

- Words of genuine compassion and empathy suggest that you are not just carrying the company line or reading from a memo.

- Delivering those words in a cheerful, upbeat, and most importantly, natural manner (appropriate to the circumstances, of course) suggests one human being's desire to help another, not just an equivocal, noncommittal suggestion that something "may" be possible.

Here, then, in no particular order, are six active, enthusiastic, mood-altering, wonderfully human words that will dramatically change the way customers react to your conversations, e-mails and text chats. They are ridiculously simple, yet potent tweaks to the normally gray, predictably mundane language of customer service:

"Delighted"

"Absolutely"

"Pleasure"

"Happy"

"Sorry"

"Yes"

Think of the passive catch-all, "Let me see what I can do," which sets the customer's expectations somewhere between low and zero. But change that to "I'd be delighted to help," and the customer will be -- I guarantee -- smiling on the other end of the phone, confident that you're actually interested in helping her, and much more receptive to whatever you have to say.

Note that this only works if it's genuine, not forced or scripted. It presumes a good attitude, and the desire and authority to help people. Contrived speech is always obvious, so don't over-pepper (as in the way so many reps cloyingly insert your name in every sentence). Speak as a normal person, with a smile and a wish to please, and these "good words" will work wonders.

Customers have been beaten into assuming they'll always get mediocre to horrible service, and they are defensive before anyone even answers the phone. When they call, e-mail or chat online with a company representative, they expect boilerplate, robotic, soulless responses in the standard, dehumanized voice of the typical customer service interaction. Break that predictable pattern with the thoughtful use of positive trigger words and you'll change the entire tone of a customer interaction.

As I often say, make people happy and pretty much everything else takes care of itself.

[DLynK46Seeking1]

LOVE this article! LOVE customer service! COMMUNICATION is key to every relationship, brief or otherwise. I always thought it was just COMMON SENSE, but apparently not EVERYone can pass the class with ONE POINT short without opening the textbook!

"Sorry" IS an appropriate word to use - WHEN it's necessary. Like t-nanny said, the repetition of "I understand" will get you choked (right through the phone)! LOL

Sometimes, the CUSTOMER is wrong too though (must have balance). In that case, I would exercise great gentleness and understanding, assuring them that it happens all the time and that it's NOT a problem, you're just glad to have helped clarify.....

Using the customer's name is AWESOME, but NOT in every sentence, as the article states, contrived speech is always obvious!

I would personally love to see every person have to work one full week in customer service! Really. Little enlightenment needed maybe. Have a great weekened everyone!

[Wyald]

Yeah. "Sorry" is fine, but "Sorry about that" is trite and lacks real empathy.

I would add a phrase to your list and that is once you have taken care of everything, ask, "Is there anything else I can do for you?"

Another thing. You may be feeling rushed when you get the phone call, but don't let that be communicated by your voice or actions. I know some customer service people are graded on how many calls they can field, and therefore how quick they can get the customer off the phone. That's bad management, and in that case, it's too bad for everyone.

[hessmj]

Thanks for the thoughts. I agree with much of what you say about "sorry," and in fact thought twice about including it. But in the end I felt there are times it has to be said. To use your own example, we often hear "I understand" or "I hear what you are saying" or "we're doing what we can," etc., as ways of avoiding just taking responsibility. Mistakes do get made and sometimes (hopefully not often) can't be fully fixed, so a direct apology is the only right thing to offer.

As for "thanks," don't laugh but the only reason I left it out is that I think the full "thank you" is much better, but it's two words. Besides, anyone who doesn't say "thank you" to a customer has bigger problems than I can help with this list. ;)

Thanks again for commenting.

[telephonenanny]

I would avoid the word sorry ....it makes me wild. Yes they should be sorry, yes it is all unfortunate...but sorry doesn't make it better. I'd rather that they embrace me, use my name and say I CAN .... the other word that does an equal job is I understand..equal to driving me wild ...and it isn't on your list thanks! I once called a company and the agent said I understand 12 times in 5 minutes!