Locate the
key words within the subject line and text.
Look for
emotion key words.
Look for
priority and severity key words.
Look for
problem key words.
Look for
solution or expectation key words.
Identify
the customer's knowledge and experience.
Identify
the customer's willingness to cooperate.
Locate the
key words in
the subject line and text
Key words stand
for concepts. You must use the same key words throughout your message,
regardless of how many times you use them. If you change them, the
reader wonders whether the concept has changed.
Use the key
words to guide your responses.
Make sure
the customer understands the concepts behind the key words.
Respond to
the customer's key words to ensure that you are fulfilling the
customer's expectations and the customer understands.
Use the customer's
key words in your responses to ensure that the customer knows
you are responding to his or her request.
The key words
described in this lesson are the words the customer uses in his
or her e-mail to you. Note these key words and use them throughout
your response. This ensures that the customer feels you understand
him or her, and that the customer understands what you are saying
when you respond.
Look for key
words in the subject line as well as the text.
However, change
key words that are inflammatory or very negative. Soften them.
Example:
In this e-mail, the customer's key words are bolded:
Subject:
Unfair Policy
Dear
Tech Systems Now:
This doesn't seem fair.
How come I mustpay for software upgrades?
I returnedeverythingyou asked for.
I'm losing faith in your exchange policy!
Am I obligated to pay for shipping
too?
Joe Customer
Response:
Dear
Joe,
I'm sorry that it doesn't seem fair to you that you
must pay for shipping of software upgrades.
I looked up your records and found that you did returneverything we asked for. Thank you. You are asking
about our letter to you explaining that the check for $54.30
we enclosed was for the parts you returned minus the shipping
costs.
I hope we can restore your
faith in making exchanges with us.
Let
me explain why the exchange policy requires you to
pay the shipping costs.
[response
continues here]
Exercise:
In the following e-mail, determine which words are key words. Write
them in the box beneath the message:
Dear
Tech Systems Now:
I'm new to computers and
need some immediate help. My system has locked up and my
keyboard won't work. I've run the tests in the troubleshooting
manual, and still nothing! I'm getting apprehensive that
maybe I'm too old to learn new tricks.
Daisy May
Type the key
words in this box:
You don't know
what the customer is really feeling, what the customer really saw
or did, or what the customer knows. You only have these words to
guide you.
If you respond
to the customer based on your viewpoint rather than the customer's
words, you may take the customer in directions that will create
frustration and not accomplish your goals: solving the problem,
creating a satisfied customer, and helping the customer learn how
to solve problems.
Examples:
Wrong
"I understand how you could be getting frantic over the problem."
The customer didn't say she was "frantic." She used the word
"apprehensive." Assigning more emotion than she is feeling can
put her off or give her the feeling she should be frantic.
"It is good that you ran the keyboard tests. Let's look for some
other problem."
The customer said she "ran the tests in the troubleshooting
manual," not that she ran the "keyboard tests." That may take
you past where the customer really is. She may have run every
test but the keyboard tests.
This lesson
will help you identify these words and learn to respond to the
customer in ways that don't go beyond what the customer really meant.
Locate
the emotion key words
in the subject line and text
The first
set of words you will look for is emotion words. They describe
the customer's present state.
"Can't
you get it right!" "There's never anyone around."
"It works!!!" "I've never had such good response.
Thanks."
When the customer
writes statements like these, you only know that the direction
of any emotions will be positive or negative. However, you don't
know what they are or how strong they are. If you decide how the
customer feels based on them, you will be assigning emotions based
on what you would be feeling if you said the words, not what the
customer is feeling.
Analyze the
customer's present status by locating these emotion words or positive/negative
phrases, but don't assign emotions to them. For one thing, you'll
tend to take negative emotions personally, but for another, these
words mean quite different things for different people.
For George,
saying "I am so frustrated I could explode" may be his
way of starting the conversation to gain sympathy before being
very calm and cooperative; for Mary, it may be her way of being
cute or funny; and for Oscar, it may be his way of really expressing
an "end of my rope" frustration.
For now, just locate these words for use later. These words
will become emotion key words that you'll use later in your response.
In the following
e-mail, determine which words are emotion key words. Write them
in the box beneath the message.
Dear
Software Associates:
I love
my new catalog of software products! I've been anticipating
its arrival in my mail for weeks. However, I'm very disappointed
that you don't offer any tax software. I'm going to start
on my taxes next week and my data is already in your Financial
Advisor package. I'm desperate to use the data I already
have for my taxes. Any suggestions?
Susan Rider
Type the emotion
key words in this box:
Notes:
Stay
with the words. Avoid trying to interpret the customer's key words.
We all have enough trouble understanding the feelings of people
who live with us, let alone a stranger who sends a single e-mail
with three or four words to describe his or her emotions.
In
this e-mail, you know the customer was looking forward to receiving
the catalog and is very pleased with it: "I love my new catalog
. . . anticipating
its arrival for weeks." However, you know that she is less
than pleased with the fact that it doesn't have the tax functions:
"disappointed
. . . desperate to use the data I already have for my taxes."
You
would not want to assume "disappointed" for her meant
very unhappy or displeased. It may only mean "it would have
been nice to have had it." Don't write "I understand
your anger at not having the tax functions . . ." or "You
have every right to be frustrated that the software doesn't include
those functions . . ." You don't know what the customer meant
by "disappointed." However, do respond to the feeling:
"I understand that you are disappointed . . ." or "I
can see why you are disappointed . . ."
Locate
the priority and severity key
words in the subject line and text.
Locate the
words the customer uses to describe the priority or severity of
the problem or the expectations for action. They will help you
decide how anxious the customer is for a solution, and also allow
you to decide whether to escalate the problem.
Example
of priority or severity key words
very important,
critical, don't hurry, right now, as soon as you can, will create
problems, need it yesterday, stopped without it
In the following
e-mail, determine which words are priority or severity key words.
Write them in the box beneath the message.
Suitable
Instrument Systems:
I
was supposed to receive the cables and connectors so I
could finish installing my system. That was two weeks
ago and I'm still waiting. I need them right now so I
can get my system into operation. This is becoming more
than a nuisance.
Brad Pitstop
Type the priority
or severity key words in this box:
Locate
the problem key words
in the subject line and text.
The next set
of key words to locate is problem key words. They
help to identify the problem the customer is having. Separate them
into generalized words and sense words.
Generalized
words
Generalized
words indicate the general area where the customer had a problem
but do not clearly specify the problem. They are traps for customer
service representatives because they can lead into blind alleys
and are open to misinterpretation. The customer may write, "I
can't start the program" when the problem he or she really
had was installing it or starting one of the functions in the
program.
Don't assume
that the customer's generalized words are accurate descriptions
of the problem. The customer may write, "Why are there always
delays in receiving my data tapes?" when the data tapes are
shipped and arrive within a week, a very reasonable time. The customer
may view three days as a "reasonable time."
Sense words
Sense words
describe things the customer saw, heard, felt, tasted, or touched.
They are more reliable indications of the problem. Most customers
don't communicate in sense words. You may have to gather more information
to be sure that you know what the customer has actually experienced.
Separate the
generalized words from sense key words so you know how to respond
later.
In the following
e-mail, determine which words are problem key words. Separate them
into generalized and sense key words. Write them in the box beneath
the message.
Dear
Traynor Software Services,
I was
on the house description screen putting in the information
for my house and it asked for number of baths and it didn't
work. Your program wouldn't save it. I put in 2.5 baths
and it kept changing it to 3 baths.
Harold
Homeowner
Type the problem
key words in this box. Put "Generalized" before the generalized
problem key words and "Sensed" before the sensed problem
key words:
Locate
the solution or expectation
key words in the subject line and text.
Customers often
believe they have a solution or have expectations for your solution.
You may not use their suggestions, but you do need to acknowledge
them and fulfill their expectations. In your initial analysis of
the customer's e-mail, locate the solution or expectation key words.
Later, you will make sure you have acknowledged and fulfilled them
in your response.
For most e-mails,
the customer will have no solution or expectation words. The customer
may simply want you to provide a solution, or may want to simply
vent frustration. You will respond, but you don't need to focus
on specific solutions or expectations for the customer.
Examples:
The solution
or expectation key words are bolded:
"I'll
never understand why it takes so long to get through to technical
support on the phone." (No solution or expectation key words.
The customer is venting or complaining. The generalized words
"takes so long" may not be accurate. Respond to the
customer, but don't apologize for it taking so long. You can
respond, "I'm sorry you aren't getting through to technical
support as quickly as you would like. How can I help you?,"
but not "I'm sorry it takes so long to get through to technical
support on the phone.")
I've tried
everything and can't seem to test my diskette drives correctly.
Help. " (Customer needs the procedure to solve the problem.)
"The CD
Writer I bought from you won't close when I insert a CD, so I'm
sending it back. Send another. " (Customer wants a replacement.)
"Do
I understand this offer correctly? To install the software,
I need to install another operating system first?" (Customer wants
an answer.)
"The serial/infrared
ports test group subtests failed because of your dysfunctional
modem. From now on, I'm running the diagnostics my way." (Customer
is not requesting a solution and has no expectations. She is venting
and showing her expertise.)
In the following
e-mail, determine which words are solution or expectation key words.
Pragmatests,
I've
installed your testing software and uninstalled it and installed
it and I'm getting pretty tired of not having it work. It
keeps telling me that it can't find a file. All I want is
another CD that has all the files so I can get this thing
going. E-mail me letting me know when you can send one.
Gerald
Spencer
Type the solution
or expectation key words in this box.
Identify
the customer's knowledge
and experience level from the words.
The next characteristics
of the customer you will identify do not require that you use the
key words in your responses. However, the words will still identify
the customer's characteristics for you. Use them in your analysis.
First, consider the customer's knowledge and experience levels. Look for
words that tell you how much the customer knows about the problem,
product, or service, and how much experience the customer has had
with the product or service.
Examples:
Little
knowledge or experience.The customer doesn't use the correct
terminology and refers to the product using naive descriptions.
I can never
get this . . . this is all Greek to me . . . I've never been good
at this . . . I have no idea . . . I can't
I've been
trying to get the printer going, but the printer has so many buttons
I can't figure out which ones to push.
Some knowledge
or experience.The customer uses some specialized terminology
and shows an ability to follow the procedures, but doesn't volunteer
more advanced explanations or descriptions.
I can . .
. I've done this before . . . I know where the settings are
I've connected
the printer cable and have gone through the setup procedure, but
the printer just prints gibberish when I send a file to print.
Considerable
knowledge or experience. The customer uses the correct jargon
and volunteers suggestions that show a specialized knowledge of
the product.
I've been
doing this for ten years . . . I tried changing the settings in
the software . . . I programmed a little routine to take care
of the problem . . . I used my Web developer tools.
The setup
routine went fine and I was able to print a test page using the
printer's internal test function, but the printer isn't printing
the Word file. I don't think this printer driver is compatible
with the latest version of Word because I can print an ASCII file
with no problem.
In the following
e-mail, determine which words indicate the customer's knowledge
and experience.
Dear
Wordmasters,
I've
been trying to change the default font so it always starts
as 12-point Times New Roman. In the other systems I've used,
the default is part of a style sheet or the options setting.
I've done this a dozen times before. Just let me know where
it is and I'll change it.
Type the words
indicating the reader's knowledge and experience in the box below:
Identify
the customer's willingness
to cooperate.
Use the customer's
words to identify his or her attitude or mental state. It may range
from self-effacing and complimentary to hostile and uncooperative.
Examples:
Self-effacing,
complimentary, cooperative:
You're probably
tired of me . . . I apologize for being so dense . . . I know
you're working hard . . . Thanks for all of your effort . . .
You've gone beyond what I expected . . . Just help me get this
and I can take it from there.
Expecting
you to serve and be compliant
I want you
to . . . do this . . . give me this . . . don't contact me until
it's done . . . it's up to you . . . would
you do this
Neutral:
Simple statements
of fact.
Uncooperative:
I've done
all I'm going to do . . . this is your job . . . you look it up,
I don't want to hear explanations . . . don't ask me to send anything
else
Hostile:
I don't expect
you to get this right either . . . can I talk to someone competent
. . . you're all a bunch of losers . . . this is the worst product
I've ever had
In the following
e-mail, determine which words indicate the customer's attitude or
mental state.
Dear
Lotsomail.com,
What's going on? I signed up for your free e-mail service
2 months ago and have had nothing but bad luck! Yesterday,
when I logged on, I found my old messages and address book
entries completely deleted! What's next? I expect you to
fix this before I get my mail tomorrow. Don't bother replying
with "Thank you for contacting us" crap. Just
fix this!!
Damon Writer
Type the words
indicating the reader's knowledge and experience in this box.
Exercise: Interpreting the customer's
message
This is the
e-mail from the customer. Answer the questions that follow it.
Dear
Newcom Internet Services:
My latest
statement showed that I owe $45 for additional time online
from last month. I know I paid my bill in full last month
so I'm asking you to check your records. In the future,
I'm going to pay by check instead of credit card so I'll
have proof that I've paid. Did you ever get that Internet
connection into Brandtville fixed that I read about in the
paper?
Norton
Quest
What are the
key words for the problem(s) and expectations? Group them and number
the groups to show the problem(s) and expectations.
You should have
three problems and your response should address all three. You also
have two expectations, including the expectation that you will answer
the customer's question. You should satisfy both expectations. If
you missed even one of the five, it could be the one the customer
notices or most wanted to hear about.
