Making customer calls can be somewhat nerve wracking experience. And although my first customer calls were almost completely awful, I did learn a thing or two after making thousands of them. That’s why I created this step by step guide, so that you too will be able to make customer calls without making as many mistakes as I did.
1. Ensure Your Equipment Is Working
Before diving into a customer call, you want to ensure your equipment is working and working properly. I can’t tell you how many times I’ve made this mistake and started the call without checking everything was working, only to find the customer couldn’t hear what I was saying through a muted microphone, or that my internet connection decided that now was the perfect time to reset itself. Here’s a quick list of what you need to check.
- Internet Connection
- Headset – make sure you can hear properly.
- Microphone – make sure it’s not set to mute.
- Camera – it shouldn’t be pointing at anything you don’t want others to see.
- Software – is open and ready to work.
- Pen and paper – because one day, your software will freeze in the middle of a call. You have been warned.
2. Arm Yourself with Information
If you’re calling a current customer – meaning this is a customer care call not a customer sales call, then review any information the Customer Relationship Management (CRM) Software your company is using has about them and have it open in front of you during the call. This is especially important if it was a colleague who spoke to the customer previously, but even if you’ve spoken to them many times before it will be invaluable to remind yourself of the many details you’ll have forgotten.
Familiarize yourself with basic information such as customer details, the last thing they were sold, the billing address and the last interaction, but then make sure you read all the notes. You’ll get the entire picture of the customers journey so far and a complete understanding of their experiences will enable you to help them better. Take note of any unresolved issues or previous concerns because being proactive and addressing more than what’s on the surface will make you a hero to the customer.
If you’re calling a new customer there’s still a lot of information you can arm yourself with. That includes the basic contact details of the customer (name, title, position), their company background and exactly what your offering and how it will address any needs they have. Know what your objectives are for the call and prepare a conversation outline. Make a note of the key points you wish to cover on the call.
For more information about calling a new customer, see this separate guide I wrote for that process here.
3. Initiate the Call
Click on the dial button and wait for the customer to pick up. When they do, greet them warmly and confidently (even if that’s not how you feel) but professionally. If your company has a script then make sure to use that, otherwise introduce yourself and clearly let them know why you’re calling. If they requested a call, then acknowledge that and ask them how you can assist.
Let the customer reply and use their response as a guide for the direction of the conversation (- see next section)
If someone other than the customer picks up, then ask to speak to the customer. If they’re not available, then ask when would be a convenient time to call back and make a note of it. If it’s a wrong number, you’re still allowed to be polite. You never know when unexpected kindness will brighten someone’s day and besides, the company is recording your call.
4. Explain the Point of the Call
Now that the conversation is in full swing, it’s time to get to the point of the call. If you’re offering the customer a product or service, make sure to explain exactly what it does and how it will help them. Answer all the customer’s questions as well as you can. If you have to find out a particular point let them know you’ll do that and get back to them with an answer.
If you’re trying to solve a problem they have, listen carefully to what the customer is saying as every word is a clue guiding you towards the best way you can help them. If you’re not sure about something they’re saying ask them to clarify it. While you might think that would annoy the customer, the reverse is actually true as it shows that you’re doing your best to understand them.
Either way, now is the time to address the customer’s needs and to do all you can to ensure a positive outcome for this service interaction.
5. Ensure the Customer Feels Heard and Valued
Talking to customers in way that makes them feel heard and valued is critical to a positive customer experience, establishing trust and building a lasting relationship. In fact, the way you talk to a customer on the phone in general is so important that I wrote a more in-depth article on it which you can find here. For the purposes of this guide however, the strategies you need to know to make a customer feel heard and valued are:
Active Listening
Active listening is when you understand the underlying message and emotions behind what’s actually being said. To do this, you’ll need to give the customer your full attention, avoid interrupting them and demonstrate that you’ve understood them by summarizing what they’ve said.
Empathetic Responses
Empathy plays a vital role in customer communication. Acknowledge the customer’s emotions and show understanding. Phrases like, “I understand how frustrating that can be,” or “I appreciate you sharing your experience,” convey empathy and validate the customer’s feelings.
Personalization
Personalize your communication by using the customer’s name and referencing previous interactions or details about their preferences. This shows that you value their individuality and have a vested interest in their satisfaction.
Appreciation and Gratitude
Express gratitude for their time and their choice to engage with your company. A simple “Thank you for your time,” or “We appreciate your loyalty,” goes a long way in making customers feel valued and respected.
Follow-Up Commitment
Assure the customer of your commitment to resolving their issue or meeting their needs. Set clear expectations about the next steps, and if necessary, provide a timeline for resolution. This demonstrates reliability and dedication to their satisfaction.
Encourage Them to Provide Feedback
Encourage customers to share their thoughts and feedback openly. Emphasize that their opinions matter and that you are continuously striving to improve based on their input.
6. Be Ready to Adapt
You need to be ready to adapt because on customer calls, anything can happen. Well, okay not anything, but there are several points at which the conversation could take an unexpected turn and only your wits, and ability to think on your feet will save the experience.
This might be as simple as adjusting your style, tone and pace of communication to match the customer’s preference – you might have been expecting to be more concise and direct but suddenly find this customer needs a more conversational approach.
Or perhaps you’ve called the customer about a specific issue only to discover they require assistance on something else that’s now become far more important to them. Or they suddenly open up about something serious that’s bothering them – I can’t tell you how many times I’ve turned into a sympathetic ear for a family illness or death. Either way, you need to be prepared to adapt and respond in whatever way helps meet the customer’s needs.
7. Maintain Professionalism
Keep the conversation respectful and maintain a courteous tone throughout the call. This means speaking to the customer respectfully and courteously, addressing them with dignity and making them feel valued. Remember, you are the voice of your company and your conduct reflects its ethos and values. And, colleagues and peers often mirror behaviors they witness so give them something great to emulate.
Regardless of the customer’s demeanor, your professionalism should remain steadfast. This means remaining calm and empathetic if the customer becomes more difficult, engaging in small talk if the customer is more relaxed and informal without being too jovial, and allowing a customer to fully express themselves while ensuring the call doesn’t get getting sidetracked.
Unwavering professionalism is what will make you a truly great customer service representative.
8. Close the Call
The way you conclude a customer call is just as crucial as the conversation itself as you want to leave a positive lasting impression, reinforce customer satisfaction and help future calls be as successful. In fact, the way you end a customer call is also so important that I wrote an in-depth article about it which you can find here. Nevertheless, here’s a checklist of things you should do to ensure a strong call finish.
Summarize Key Points
Summarize the key points discussed during the conversation as this ensures clarity and confirms that both you and the customer are aligned on the issue.
Confirm the Next Steps
If there are any follow-up actions or if you’ve promised a resolution, lay out the timeline and steps. Confirm any commitments made during the call, ensuring clarity about what happens next.
Address Additional Concerns
Ask the customer if there are any other questions or concerns they would like to discuss. Ensuring that all their queries are addressed before ending the call demonstrates your commitment to their satisfaction.
Express Gratitude and Appreciation
Thank the customer for their time and for choosing your service or product. Expressing gratitude reinforces a sense of appreciation and leaves a positive final impression.
Invite Feedback
Encourage the customer to share their feedback about the interaction. Let them know their opinions are valued and that their feedback helps in improving services.
Offer Contact Information
Provide your contact information or any relevant support channels in case the customer needs further assistance. Assure them that you’re available to help if they encounter any issues in the future.
9. Document and Reflect: Post Call Rituals
Immediately after the call take detailed notes regarding the conversation. Update any relevant records in your company’s CRM and document key points discussed, customer preferences, issues raised, and any promises made for follow-ups or resolutions. This allows for seamless continuity in future interactions and helps you and other team members understand the customer’s history.
Analyzing the documented interactions will also make it easier to identify recurring issues or patterns, so you can discover any underlying problems and take any necessary action before it becomes a major complication.
You should also evaluate your own performance. Reflect on what went well and areas that could be improved upon. Assess your communication style, problem-solving approach, and the effectiveness of the solutions provided. Use the insights gained from your post-call analysis to enhance your skills and knowledge.
Then get ready to do it all again.