When customer service communications and online content seem created by some nameless, faceless corporate entity, it doesn’t entice us, and often it alienates. And as a result we’re just not interested in doing business with that company.
People want to do business with other people.
We’re human, and we crave interaction with people who know us and respond as individuals. That’s why the real-time customer service techniques practiced by companies like Vodafone Egypt, Quark Expeditions, and Boeing work so well.
These companies interact with people on a personal level. The representatives are hired for their social skills and traits like empathy. And they understand context before they act.
When you communicate with customers in an agile and human way, you build a relationship with people much like you would if you met them in person.
We all want to do business with other humans. We want to know there’s a living, breathing person behind the communications. And we want reassurance that those humans on the other side understand and want to help us.
There’s no secret to building great customer service. The answer is to be human.