7 concrete, immediately applicable tips on customer-focused communication
1 February 2024
Read any job vacancy, and you will undoubtedly find 'customer-oriented communication' or a variation thereof among the desired competencies for the applicant. Communication is and remains a soft skill not to be underestimated in any position. But did you ever study it in school? Exactly... 
So, it's time for some practical do's and don'ts to take your communication to the next level!
What is customer-oriented communication, actually?
In keeping with good Customerry practice, we start with a crystal-clear explanation. After all, what does customer-oriented communication actually mean? I have previously written extensively about the difference between customer-friendly and customer-oriented.
For me, customer-oriented communication meets the following conditions:
- Polite / respectful
- Friendly
- Clearly
- Proactive
And all of that topped off with a generous portion of authentic hospitality. Sounds complicated? The practical tips below will surely make it a bit more tangible for you.
7 tips to make customer-focused communication just a little bit easier.
1. Learn to be quiet and listen a little more.
If there is one tip you can really apply right now, it is this one. Be silent more often. :-) All joking aside, by actively listening to your customers, you resolve a great deal of annoyance and frustration. How do you go about that? By focusing solely on that during the conversation with the customer. Sharpen your ears and your other senses. Show that you are paying attention to the customer and ask clarifying questions when you don't fully understand something. Don't jump to the solution too quickly. The Listen Summarize Ask clarifying questions technique can help you with this.
2. Do not make the customer do the same thing twice.
Do not ask for information you already have (such as a name or address from an existing customer). Or, when a customer asks a question over the phone, do not reply with 'interesting, could you perhaps just put this in an email for me?'. The customer is not responsible for your internal processes. Do you need information that you do not see immediately, but know you have? Then be proactive and look it up yourself during or after your conversation.
3. Assume that the customer is right.
Another super concrete, immediately applicable tip: stop all forms of discussion about who is right. Just assume by default that the customer's perception is reality. I sometimes see companies put a huge amount of time and effort into proving to a customer that it was their own fault something went wrong. But what do you gain from that? Certainly not happy customers.
A great example of how it can be done? Recently, I ordered a package from JustBite for which I hadn't received an invoice. I sent an email to customer service. Their answer?
Hi Sarah, Yes, see attachment.
We didn't prepare this for you because you didn't select "I would like an invoice" in the shopping cart. So if you check this next time, everything will be fine ;-)
When I replied along the lines of 'whoops, my mistake', they even replied that the check mark isn't that visible, so it wasn't a big deal at all!
4. Kindness and politeness are never out of fashion.
For me, the foundation of customer-focused communication truly lies in speaking to people in a friendly, polite, and respectful manner. A simple hello with a smile, proactively asking if you can help with anything, and indicating that you are available if there are any questions. It all sounds so simple, yet things often go wrong. So let this be a friendly reminder: in almost every job, you come into contact with a lot of people every day. Friendliness costs nothing and makes things much more pleasant for everyone. Moreover, it earns you a great deal of credit if something does go wrong.
5. Learn to feel and process your emotions, not project them.
Think that sounds a bit airy-fairy? Not at all. After all, no two days are alike, and we all have bad days now and then. Be aware of your own state of mind and don't be afraid to ask for help when you're having an off day. It's better to tell your colleague, "I'm not doing so well; could you help me look at this difficult file?" than to end up lashing out at the client because it becomes too much for you. Know your limits and know when it's better to leave it to someone else.
6. Words matter: the power of positive language.
I don't know. versus I'll look that up for you.
Do you feel the difference? In the first sentence, the customer thinks, "Oh no, here we go again." In the second, their problem is addressed and followed up, even though that employee probably doesn't know what the answer will be yet either. Sentences like "yes, but… are you sure that you… that wasn't done by us, you know…" are best left out. TIP: You can perfectly replace "yes, but" with "yes, and" in all circumstances. Moreover, it forces you to give the rest of your sentence a more positive spin. Just give it a try ;-)
7. Do not promise anything you are not 100% sure you can deliver or fulfill.
When in doubt: underpromise and overdeliver. Read: rather promise to forward the quote by Monday at the latest, so you can actually send it on Sunday. Give customers clear, concrete next steps and ensure that you can always meet them. Of course, things can go wrong occasionally, but that shouldn't stop you from striving for clear communication. TIP: steer clear of empty phrases like "as soon as possible," "ASAP," "within a short timeframe," etc.
Bonus tip: start on the inside to win on the outside.
Take a moment to agree on what customer-centric communication actually means within your organization. The following questions will help you get started:
How long may a customer wait for an answer?
How do we respond if a customer has a complaint or is dissatisfied?
What do we do with questions to which we do not immediately know the answer?
Can you learn customer-oriented communication?
Absolutely! And probably simpler than you think! At Customerry, we are happy to build a customer-oriented communication training tailored to your team and organization.
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