How Your Curiosity Can Build Great Customer Relationships

On the green

Working with customers is pretty much like playing golf. But, only, you're the caddy. Your customers will have good days and manage to get that ball on the green (Sometimes, even a hole-in-one). They'll also have a few bad days where the bunker seems to be the only place you both end up and can't seem to get out of while everyone else stands there watching you as you try to get back on track.

Successfully helping customers achieve success and their desired outcomes is a challenge in itself, but it's the process and the journey of getting there that ultimately define whether the results will be positive or not.

Back to the golf talk. I grew up watching the golf channel, but never really knew what was going on. However, what caught my attention was the relationship that the golfer had with his caddie. After all, I thought caddies were just supposed to keep quiet and carry the clubs. I didn't know that PGA caddies are highly paid and even earn an extra percent of income based on what players win. In 2014, Billy Horschel’s caddie Micah Fugitt earned?over $1 million?after Horschel won the FedEx cup. When a PGA Tour player wins an event, they give the caddie the flag off the pin as a trophy.

Anyone want to caddie?

Caddies have extremely?important responsibilities during golf games and tournaments. For example, handing the right golf club to the golfer when they are making a shot. The caddy needs to know the difference between irons, wedges, putters, woods, and hybrids. They must also know the different numbering configurations used with certain clubs, like the difference between a 9-iron and a 9-hybrid. They're also in charge of keeping the golf clubs clean and in good condition. Of course, they need to know a good deal about golf. They also need to know the distances to golf greens so the golfer can plan his shot. Most surprisingly, even though the golfer is the real professional, it is the caddie that often provides advice on which club to use and makes sure he has a deep understanding of the golfer's style of golfing. Lastly, the caddie needs to know the golf course well.

Golf caddies are strategic partners and trusted advisors. Most important, they're driven by curiosity. Testing. Trying. Probing. Innovating. Advising. All to help the golfer become the most successful player he can be.

A key ingredient to a caddie's success is undoubtedly, being curious. And being curious is also a key ingredient for anyone working with customers.

How your curiosity can build great customer relationships

A simple definition of curiosity is ''having a strong desire to know or learn something.'' It's not about being forced to learn something and definitely has nothing to do with learning ''because I have to.'' Curiosity is all about the love and enjoyment of learning what one doesn't know. The thrill of discovering the undiscovered.

Exploration and revelation. And for all of us in the world of customer-facing roles, here are some ways our curiosity can build solid relationships with our customers for the long haul.

Showing deep interest in who your customer is

There is no better way to ruin the positive relationship potential you can have with a customer than by only caring about doing business with them to only achieve?your?goals. Being genuinely interested in who they are, what they care about, what they don't like, what their goals are, and where they want to be will keep your customer trusting you and looking to you for guidance.

Ask yourself this question. Every time your customer gets an email or meeting invite from you, what do you think they think about you?

''He just wants to make a quick buck off me with an upsell.''

''She's just ''checking in'' to mark off her to-do list for the day.''

''Another automated response from someone who doesn't know what I?really?need.''

Make sure that curiosity about your customer drives every touchpoint you have with them, no matter the medium.

Testing out new and better ways of doing things

A customer success manager or anyone else in a customer-facing role doesn't have to know absolutely everything to make an impact. It's ok to work with your customer as their partner as you both test out new and better ways of doing things. It may be adopting a new, more suitable SaaS solution or finding more effective ways to optimize processes.

No customer ever hated a partner that took the time to explore and test new and better solutions to help them achieve their goals.

Asking questions from start to forever

Asking questions should never only be for discovery calls and onboarding sessions. Asking questions neatly tied to an active listening approach need to be a constant throughout your relationship. Never stop asking questions. Both you and your customer will benefit in the long run.

Customer goals change. Industries change. Needs and success criteria evolve all the time. It's the client-facing professionals who ask questions and listen to what their customers have to say that come out on top.

Everyone wants to be heard and speak their mind. By giving your customer a voice (and a much louder one than yours) you surely will be building your house on solid ground. You'll get the insight you need to plan ahead and navigate challenges with preparedness along the way.

By giving your customer a voice, you will build your house on solid ground.

When you're curious, you actively listen to the other person. Nothing builds trust and deepens relationships quite as effectively as allowing the other person to feel truly heard and valued.

Do your research

You don't always need to ask your questions out loud and you don't have to wait to speak with your customer to get certain answers. Do research. Find out as much as you can about your customer's world.

Their culture, industry, job roles, milestones, and the latest news are all great ways to gather more information about them. Believe me, they'll know when you've done your research.

Remember, curiosity breeds trust

Curiosity breeds trust. And trust leads to a healthy relationship. Healthy relationships lead to wins.

As Forbes puts it?here, curiosity is the key to unlocking trust, respect, and safety.

So, go watch a game of golf.

But, this time, pay closer attention to the caddy.