Building Customer Relationships Over the Phone

I called for information about my son’s college fund yesterday.  In light of the current economic climate and the fact that my son leaves for college in less than eleven months – I had a few questions.

I can’t imagine being in the financial world right now.  As people work to stamp down their panic at the paper losses on their kids funds and their own retirement money, it takes a savvy customer service professional to keep the conversation positive.

I met such a representative yesterday:  Christina from the Education Fund.

She told me:

• the fund had lost 25% more than I thought it had
• I couldn’t move the funds now unless I used them this year
• I couldn’t put the  money in less aggressive venues without realizing a real loss

Not a lot to cheer about in the conversation.  So what made it so good?

• Her tone of voice – I believe she was smiling as she was talking – not in a patronizing way but in a friendly manner – her voice sparkled
• She started with her name – and she used mine – she immediately took the conversation from an impersonal fact finding moment to the beginnings of two friends chatting
• As we talked I was quoting a dollar figure from my monthly statement and she was honest:

“Deborah, I hate to be the one to bring bad news to this conversation but I need to be honest with you.  The number you are quoting is no longer the number on the account due to recent market changes.”

She could have let me continue thinking mis-information, but she chose to be honest and help me with decisions with the correct information.

• When I asked a question she responded with “that’s a really good question” which validated me as a person – she didn’t make me feel stupid, even though the subject isn’t my forte. 
• She gave me options – I didn’t feel backed up against the wall because she provided a number of different solutions
• She invited me to call again and gave me her direct extension – an opportunity to continue the relationship instead of being treated like just one more voice in the phone que.

Did the call take any longer?  No.

Did she tell me what I wanted to hear?  No.

Did the negative information that she had to share send me into a panic?  No.  Her confident, friendly voice and honest approach were reassuring.

How did I feel afterward?  I felt like a valued customer.

When we talk with customers over the phone we have two choices:

1.  Treat them like just one more thing we have to finish before we can go home, or

2.  Share a conversation, listen to their concerns, needs and questions, be open, honest and friendly and build a relationship.

Which would you prefer?