Salena Scardina: The Search For Human Connection in Customer Service

“What would happen if you asked a group of children how many of them wanted to grow up and be customer service representatives?” Askes Salena Scardina, founder of HeroCX, a customer experiences consulting practice. “Those children are more likely to say that when they grow up, they want to do things to help people, to be in a role where they feel they have a purpose.” She says.

“But when you think about it, those two scenarios are not all that different.” Scardina points out, as both customer service representatives and the role Scardina describes, require empathy and connection.

“I remember thinking that I was going to go out and make a difference in this world, that I was going to do something incredible.” Scardina recalls. “Customer service was not on my road map.” She says, as she did eventually find herself in a job answering customer phone calls.

“I told myself that I’d be in this role two years at most, and then I’d go to a department that matters in the company, like IT, marketing, or digital engagement.” Scardina says. “But then something happened. Two years turned into twenty.”

“One day I took a call from an elderly gentleman who wanted to know about the opening hours of a restaurant near his house.” Describes Scardina. “When I told him the times, the elderly gentleman said, ‘This is where I’m going to be eating dinner on Thanksgiving.’ And then we politely ended the call.”

Scardina continues on to say that this call changed her mindset, and her approach to how she worked. Suddenly, the elderly gentleman on the other side of the phone went from being a ‘problem to solve’ to a human being.

“I stayed in customer service because I love human beings.” Says Scardina. “Our technological advancements in the last twenty years have been astounding. We’re doing so much with technological innovation, but are we making the same strides for human connection?” She questions.

“We need to work together.” Explains Scardina. “On both sides of that phone call, are two human beings. We need to humanize the customer journey.” She believes. “Using technology, I can tell you very quickly how many packages didn’t get delivered or how many credits didn’t get posted. But you know what I can’t tell you? I cannot tell you why that gentleman was eating alone on Thanksgiving.”

This, believes Scardina, is what is missing from the evolution of customer service: Genuine human empathy and connection.

Scardina goes on to describe a typical customer service job description. “You find phrases such as ‘Provide answers, provide information about products. Take orders, calculate charges.’ It’s all so transactional.” She says.

“Now is the time to drive transformation on the human side of customer service. We should be hiring and training so that workers in these roles can understand the customer’s story, show empathy and care, and most importantly, offer kindness without conditions.” Explains Scardina.

“I desperately want to see this kind of connection in the sector.” She says. “Why do I remember that call from twenty years ago?” Scardina wonders. “I don’t know where that man is today, but I want to know his story.”

Scardina continues on to say that after the call with the elderly gentleman, she made a point to connect with each and every customer she interacted with and got to know their stories. “Customer service roles mater. Perspective matters.” She says. “We must start elevating the customer service group as a department that matters.”

After all, we do not know the situation or circumstances of the people we encounter in our work. Scardina’s experience reveals the importance of all too often overlooked power of simply allowing yourself, and the person on the other end of the phone, to be human.

The customer service and hospitality industries share similarities and intersect in many ways. Ultimately, they are both about caring, supporting and helping others. Both professions require us to step outside of ourselves and consider the perspective of the other person, and what even the smallest gesture may mean to them.

?With Scardina’s message in mind, what can we do to offer genuine support and kindness in these roles, even when there isn’t a straightforward answer to the other person’s query? How can we strive to infuse both professions with the human connection they both deserve?

Written by Katie Wilson, EP Business in Hospitality