5 Principles to Understand The Psychology of Customer Service Better

By Bon Miller

Providing superior customer service builds brand loyalty and aids in the long-term success of businesses. To get this done, it is necessary to understand the psychology of customer service. A well-designed customer service strategy places a premium on customer acquisition, retention, and experience enhancement.

According to a report, 48% of customers anticipate receiving preferential treatment due to their loyalty. While it is critical to understand the customer’s needs, learning the concepts of customer service psychology is also vital. Indeed, sincerity goes a long way and concentrating on providing exceptional customer service acts as a catalyst for any business’s success.

So, what then is Customer Service Psychology?

What truly defines the success or failure of a relationship is the psychology of customer service. And it is only after you have a firm grasp on the concept that you will be able to increase customer satisfaction rates.

To ensure a successful customer service interaction, it is critical to understand what motivates customers. For instance, a customer who contacts you with a complaint or a problem is likely motivated by the desire to have the issue resolved. They anticipate an empathetic ear recognising their right to feel bad about the situation.

Let’s apply Maslow’s Hierarchy of Needs in Customer Success:

Source: https://strikedeck.com/maslows-hierarchy-of-needs-applied-to-cs/

Customers desire to be respected, listened to, and cared about, and they want assurance that the same thing will not happen again in the future. Customer psychology can be analysed and comprehended through their behaviour and emotions, allowing you to serve them more effectively.

How to Understand The Psychology of Customer Service Better

Customer psychology is a highly effective method of enhancing customer service. This enables your brand to understand your customers better and provide more intuitive support. By mastering the psychology of customer service, you can significantly increase customer satisfaction.

Let us take a look at some critical aspects of customer service psychology.

1. In customer service, emotional intelligence is critical.

Emotional intelligence is the capacity to recognise and manage one’s own and others’ emotions.

Emotional intelligence is concerned with the most vital aspect of our human minds, our emotions. Emotions aid in our development and motivate us to act in various situations. However, how is it implemented in customer service?

Customer communication is a critical component of customer service. Emotions are critical in determining how your customer is truly feeling. And without emotions, communication between the agent and the customer is meaningless.

Therefore, if you want to polish your customer communication strategy, you must work on improving your emotional intelligence.

And to do so, knowing Daniel Goleman’s five components of emotional intelligence can help:

  • Self-awareness is the capacity for recognising and understanding one’s moods, emotions, and motivations and their effect on others. Self-confidence, a realistic self-assessment, and a self-deprecating sense of humour are all characteristics of self-awareness.
  • Self-regulation is one’s ability to redirect or control disruptive impulses and moods and the proclivity for suspending judgment and deliberating before acting. The defining characteristics are trustworthiness and integrity, comfort with ambiguity, and adaptability to change.
  • Social skills – Interacting well with others is an integral part of emotional intelligence. Having strong social skills enables individuals to form meaningful relationships and better understand themselves and others. Genuine emotional understanding entails more than simply grasping your own and others’ emotions. Additionally, you must be able to apply this knowledge in your daily interactions and communications.
  • Motivation, particularly, intrinsic motivation, is the desire to work for reasons other than money and status. And the distinguishing characteristics are: strong desire to succeed, optimism in the face of failure, and organisational commitment.
  • Empathy, or the capacity to understand how others feel, is vital for developing emotional intelligence. However, it involves more than simply being able to identify others’ emotional states.

Additionally, it entails your responses to others based on this information. How will you react when you discern that someone is depressed or hopeless? You could show them extra consideration and care, or you could make an effort to lift their spirits. Putting yourself in the person’s shoes allows you to respond appropriately to them and their situation.

2. Customer service that is proactive alleviates frustration.

Customer service’s top priority is immediate assistance. The majority of customers become frustrated if they do not receive urgent support. Responding to their comments and promptly replying to their messages helps bridge the gap and increase customer satisfaction.

Study shows that proactive customer service results in satisfied and positive customers.

3. Utilising positive language and the appropriate vocabulary

Customers typically switch brands because untrained or rude customer service representatives turn them off. 70% of the customer’s journey is determined by how they perceive they are being treated.

Thus, choosing the appropriate words before speaking with your customers is imperative. Customers may have a negative impression if the people they are talking to use certain rude words or phrases.

Make your customers feel at ease, valued, and appreciated at all times. Pay attention and listen to them.

4. Transparent communication retains your customers.

Transparent business communication and customer retention are inextricably linked.

A Sprout Social survey of customers’ transparency beliefs, expectations, and desires revealed that consumers’ transparency expectations are growing daily. Almost nine out of ten believe that business transparency is more important than ever.

5. Prompt social listening builds connection with your customers.

Businesses that do not respond to social media messages face a 15% increase in customer churn.

Customers now prefer social media as the most convenient way to get immediate assistance. According to Hootsuite, Facebook reported that over 10 billion messages are sent from customers to businesses each year.

Social listening is all about monitoring social conversations about your brand via brand mentions, specific keywords or phrases, and comments. You can educate and cultivate relationships with prospects and customers by actively listening to the conversations.

Key takeaway

Understanding how your customers think paves the way for us to create the best experience for them to retain customer loyalty, which will ultimately lead to more sales for your business. You cannot grow your audience by just pitching and presenting your proposal. You need to really put an effort to get to know them and understand their needs before you tell them that you are available to help them out. By learning the concepts of customer service psychology, you can serve your customers in a more effective manner.