Talking to customers over the phone presents a unique challenge compared to face-to-face interactions. The nuances of vocal tone and the absence of visual cues means you need to use a somewhat different approach. In this guide I’ll explain to you all the tools I use and the strategies I’ve learnt after 15 years of experience, that will help you not only master the art of talking to a customer on the phone but also use the opportunity to create powerful and long lasting connections with them.
1. Ensure Your Equipment is Working
The challenge of talking to customers over the phone is not only to do with having to rely more on your voice and less on the body language of the customer, but also in having to deal with physical equipment that can very easily develop a mind of its own and do something completely unexpected or suddenly decide not to work – usually at the most inopportune of moments.
That’s why before you start calling customers or answering calls, it’s crucial you check that all your equipment is working. That means your headset, microphone, camera if relevant, internet connection and the software you’re using to read and make notes. With visual cues missing, you want all your attention and focus to be on the audio nuances of the call, and that’s much easier to do when you don’t have to worry about technical glitches.
Oh, and have pen and paper handy. I know that the software you’re using should be all you need to record everything, but one day it will freeze in the middle of the most important and complex part of the conversation and you’ll send me a note thanking me for suggesting this backup to save the day.
2. Arm Yourself With Information
Before making or answering calls, it’s essential that you arm yourself with information. Once the call is underway it’s harder to find any necessary information quickly and the pressure to perform and provide immediate assistance intensifies. That’s why preparation beforehand is invaluable. You’ll be able to navigate the call smoothly and address the customer’s needs promptly and effectively, without the stress of scrambling for information in the moment.
To prepare, make sure you equip yourself with all the necessary knowledge you need. That means being well-informed about all the products or services that your company provides, and armed with answers to the most common questions customers are likely to have about them. Make sure that you’re up to date with any recent promotions or changes in the company or the product or service.
If you’re calling a current customer then review any information your company has about them. Familiarize yourself with basic information such as customer details, the last thing they were sold, the billing address and the last interaction. Additionally, review any available notes as that will give you the entire picture of the customer’s journey so far.
If you’re calling a new customer there’s still a lot of information you can arm yourself with. That includes the basic details of the customer, their company’s background if relevant and exactly what your offering and how it will address any needs they have. You should also prepare for the call by knowing what your objectives are and having a conversation outline with notes of the key points you wish to cover.
For more information about calling a new customer specifically, see this separate guide I wrote for that process here.
3. Greet the Customer Warmly But Professionally
First impressions last, which is why the initial greeting of a customer on a call is so important. Do it wrong and you have to spend time backtracking and repairing any damage that you’ve caused, but if you do it right then you can built a strong connection with the customer instantly.
If your company has a specific script then you should use that, otherwise a simple greeting will work perfectly. If you’re answering calls then you can say something like, “Good [morning/afternoon/evening], thank you for calling [Company Name], this is [Your Name], how may I assist you today?” If you’re making a call then you can say something like, “Good [morning/afternoon/evening], this is [Your Name] calling from [Company Name]” and then clearly let them know why you’re calling.
I’ve actually written an in-depth article that takes you through the entire process of how to make a customer call step by step which you can find here.
I’ve also written an in-depth article that takes you through the entire process of how to answer customer calls step by step which you can find here.
4. Address the Customer Appropriately
What you call a customer is important. That’s because it’s a powerful way to demonstrate your respect for them and show you value them as a customer. On the phone where as mentioned above, visual cues are missing and you have to rely solely on the tone of voice and your choice of words, how you address a customer becomes even more important.
Whenever addressing a customer on the phone it’s best to be formal. That means using their title “Mr”, “Mrs”, “Ms”, “Dr” etc and last name, and at times, “Sir” or “Ma’am”. Although it’s becoming more prevalent to address the customer using their first name, I find it better to be more formal for several reasons – it’s probably what the customer expects, it allows me to demonstrate respect for the customer and it helps maintain a more professional atmosphere.
There are of course, exceptions to this rule and times when it’s appropriate to transition into using a more informal address. For more information, see this more in-depth article where I discuss everything to do with what to call a customer on the phone, here.
5. Get to the Point of the Call As Soon As You Can
In the realm of customer service, time is of the essence and customers appreciate a direct and efficient conversation that addresses all the issues without unnecessary delays, convoluted explanations, or frustrating back-and-forth interactions. That’s why it’s important to get straight to the point of the call as soon as you can.
If you called the customer, explain the reason for the call in a clear and coherent fashion. Use straightforward language to convey everything you need to and be transparent about what the call aims to achieve. If you answered the customer’s call let them explain everything they need to without interruption. They will quickly get to the point – trust me.
6. 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 in general is so important that I wrote a more in-depth article on it which you can find here. When on the phone however, these are the strategies you need to know in order to make a customer feel heard and valued:
Encourage the Customer to Engage
Invite the customer to share their thoughts, questions, or concerns at every stage of the conversation, whether it’s to elaborate on their concerns, respond to an offer you made or provide input for a solution you suggested. This allows you to gain valuable insights into the customer’s wants and needs and demonstrate that you’re committed to meeting them effectively.
To that end you want to create an environment where the customer feel comfortable expressing their thoughts and concerns. Ask open ended questions that encourage the customer to share their thoughts or elaborate on their needs. For instance you could say something like, “Can you walk me through the issue you’re facing in more detail,” or “Are there specific features or aspects you’re looking for in a solution?”
Listen Actively
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 and let them convey their thoughts fully and completely without interruption even if you think you know what they’re going to say, as this allows the customer to feel heard. You also need to demonstrate that you understood the customer by summarizing what they say.
Respond With Empathy
Empathy plays a vital role in customer communication. The more you empathize with a customer and the more you show genuine care for their thoughts, feelings and perspectives, the more you understand them. And the more you understand a customer the more you’ll be able to help them.
To respond with empathy you have to acknowledge the customer’s emotions and demonstrate that you understand them. Use phrases like, “I understand how frustrating that can be,” or “I appreciate you sharing your experience,” to convey empathy and validate the customer’s feelings.
Personalize Your Communication
Personalize your communication by using the customer’s name (in the way explained above) and referencing previous interactions or details about their preferences. This shows that you value their individuality and have a vested interest in their satisfaction. This is especially true when calling a new customer, as you want to show that your call isn’t a generic sales pitch but a tailored and individualized interaction designed to address their unique needs and requirements.
7. Resolve All Issues Quickly and Effectively
To ensure outstanding customer service, you need to resolve all issues quickly and effectively. Which I readily acknowledge is easier said than done. However, if you’ve followed the steps in this guide so far, preparing properly and building a positive connection with the customer that promotes an atmosphere of co-operative problem solving, then you’re already 90% of the way there.
If the customer has raised some questions or concerns then you need to acknowledge them first to not only confirm that your understanding of them is correct but also to show the customer that you value their input and involvement in the process. You then need to offer detailed and comprehensive responses to each of their questions and concerns and if necessary, provide additional resources or references to enhance their understanding.
If there’s an issue that needs resolving then you need to offer a solution and explain it clearly to the customer. Ask them for their input so you can make sure that they’re happy with your suggestion but be ready to adapt should the customer prefer a different solution.
8. Be Ready to Adapt
In the dynamic realm of customer service being ready to adapt is a key attribute and this is especially true over the phone where visual cues are missing. Some of the unexpected directions the call could take include having prepared for one issue but the customer is more focused on something else that’s now become far more important to them, or the customer suddenly opening up about something totally unrelated. Trust me, I’ve had all sorts of unexpected twists and turns during my time.
The key is to remain flexible in your approach so that you can adapt seamlessly to any situation that arises. In fact, when you recognize that every customer is unique and that you should always be tailoring your approach to align with the specific needs and circumstances of each customer, flexibility will ironically become your standard way of operating.
If you prepare before the call (as per step 2), embrace a mindset of continuous improvement (see step 11) and know that unforeseen challenges are regular certainty, then you’ll be more easily able to navigate any situation that arises during a customer call – for the most part. Some train wrecks are inevitable and if you contact me we can swap stories and compare failures together.
9. Remain Professional at All Times
It’s vital to remain professional at all times, even when you would like to respond in kind. Remember, you are the voice of your company and your conduct reflects its ethos and values. That’s why you need to keep the conversation respectful and maintain a courteous tone throughout the call – whatever happens.
If however, a customer does become more difficult then there are a few steps you can take to try and de-escalate the situation. (For more general information about calling a problem customer on the phone see this more in-depth article I wrote about it here.)
The first step is to keep calm and maintain your composure. This alone is often enough to diffuse the situation and it keeps you in control of yourself and the conversation.
Next, you should clearly but politely establish clear boundaries for the conversation with the customer. You can say something like, “I understand your frustration, but I need to ensure a respectful conversation to assist you effectively,” or “I appreciate your concerns, and to address them effectively, let’s maintain a constructive and respectful dialogue throughout our conversation.”
It can be useful to refer to company policies regarding respectful conduct during difficult interactions. By referencing these guidelines, you not only reaffirm the company’s commitment to maintaining a professional and respectful environment but you also gently encourage the customer to align with these values too. This should de-escalate tensions and get the conversation back on track to a more positive and solution-oriented trajectory.
If that doesn’t work, offer solutions or alternatives to redirect the conversation positively. For instance, you can suggest involving a supervisor or proposing a follow-up conversation when emotions are less heightened.
If the customer continues to be difficult then use a “three strikes and your out” system where you provide three warnings to the customer on three separate occasions after which you will terminate the call. Each time you give the customer a warning explain firmly that you do not tolerate any abuse and that if they do not desist from their inappropriate behavior, the call will be ended.
If the situation continues to escalate or it becomes abusive, assertively tell the customer that you’re going to conclude the conversation. Offer alternative channels or support avenues for further resolution and then terminate the call.
10. 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 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.
11. Document and Reflect: Post Call Rituals
Immediately after a customer call take detailed notes regarding the conversation. Update any relevant records 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.