Serving with the Heart: Connecting with Customers Using Customer-focused Service Language

As leaders, we are all aware of the vital role that exceptional customer service plays in your company's success.

In today's competitive market, customers have high expectations when it comes to the service they receive, making effective communication a crucial element in building strong customer relationships. It allows us to understand their needs, address concerns, and create positive experiences.

By having your teams adopt a customer-focused service language, we can foster trust, meet expectations, and boost customer satisfaction and loyalty. So, let's explore the power of this communication style, shall we?

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Customer-focused Service Language

Customer-focused service language refers to a style of communication employed by individuals or organisations in the service industry that places the needs, preferences, and satisfaction of the customer at the forefront. Beyond just providing information, the approach aims to create a positive customer experience by using empathetic, attentive, and clear communication.

In this technique, you’ll be using language and communication techniques to effectively connect with customers, understand their specific requirements, and deliver personalised assistance.

Sweetening Customer Connections

Customer-focused Service Language encompasses the choice of words, tone, and overall approach used to effectively convey information, address customer needs, and create positive experiences.

There are five kinds of statements you could include in your communication to sweeten customer connections. They are:

1.????M ust-have Words

2.????A ppeal Statement

3.????N eutral Statement

4.????I nitiative Statement

5.????S oothing Statement

Together, these five statements form the acronym MANIS, which is easy for you to remember as you’re aiming to sweeten those customer connections!

MANIS Statements

Let’s take a look at the type of MANIS Statements before giving you an example of how they’re applied.

1.????Must-have words: Please, Sorry, Thank You.

These are the basic building blocks of a successful customer service conversation.

Must-have words (specific): “Thank you so much for your patience. I know the queue is long today and you’ve waited for almost half an hour."

Go one step further by making it specific and to the point.

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2.????Appeal statement: “I need your help to give me the details of the issues you are having now”

Enlist the cooperation of the customer by making an appeal, such as asking them to fill up the form or requesting their assistance.

3.????Neutral statement: “This issue requires more time to resolve.”

Avoid addressing the customer as “you” which makes it sound personal or like it’s the customer’s fault. Instead, replace it with a neutral subject such as “this issue”, “the form” or “all customers”.

4.????Initiative statement: “I will check if there is anything else I could help”

Offer in a nice way to do something for the customer like checking, informing, or escalating. This shows that you’re taking responsibility by performing a task to manage their issue or request.

5.????Soothing statement: “I’m sorry to hear of that.” or “Have a great weekend!”

This statement shows your care and concern for your customer’s well-being.

How To Apply MANIS in Customer Service?

First, let’s view an example of a poorly-managed customer service conversation:

Customer: Hi, I need assistance with a transaction issue. I made a transfer yesterday, but the amount hasn't been credited to the recipient's account yet.

Bank Employee: Hi, sir. Our system is slow due to some maintenance and there are many transactions to process. The delay is totally normal, so just be patient, it will get sorted out eventually.

Customer: Well, it's been more than 24 hours, and it's an urgent payment. I need it resolved as soon as possible!

Bank Employee: I understand that it’s urgent, but there's nothing I can do right now. Our system is being fixed, and you’re not the only customer having this issue. Just keep waiting, and it should go through eventually.

Customer: Can you at least check the status of the transaction? I need some reassurance that it's being looked into.

Bank Employee: There's nothing I can do. Checking the status won't make it go any faster. When the system is fully restored to normal, all backlogged transactions will go through then.

Customer: This is really frustrating. I expect better customer service from a bank. I’m going to take my business elsewhere in the future.

Now, let’s apply the MANIS technique to the same conversation. Observe the types of statements that are highlighted in the brackets.

Customer: Hi, I need assistance with a transaction issue. I made a transfer yesterday, but the amount hasn't been credited to the recipient's account yet.

Bank Employee: Good day, sir. Thank you for your patience, and for waiting in line. (Must-have words, specific) I’m sorry to hear about the uncredited amount in your recipient’s account. (Soothing statement) Unfortunately, our system is rather slow today due to some maintenance. May I get your help (Appeal statement) to provide me with the recipient’s account number so that I could check for you? (Initiative statement)

Customer: Why is there always a problem with the system here? Anyway, the account number is 1234-5678-9101.

Bank Employee: I apologize for the problems with our system. (Must-have words, specific) The system needs to be updated regularly for it to perform well, and unfortunately, this time, it’s taking longer than expected. (Neutral statement) Please give me a moment (Appeal statement) while I check on the status of the account.

Customer: Alright.

Bank Employee: I’m sorry, sir. (Must-have words) The amount still hasn’t been updated in the account. However, if the transaction was made after 12 noon yesterday, that’s when the system started to slow down. (Neutral statement) I received news that it will be running smoothly by 10 pm tonight.

Customer: Yes, I made the transaction at 8:30 pm last night. It’s an urgent payment, and I need it resolved as soon as possible.

Bank Employee: Sorry for the inconvenience, sir. (Soothing statement) Once the is system back to normal, your recipient will receive a notification about the successful transaction. (Neutral statement) It’s just a few more hours to go, so thank you very much for your patience, sir. (Must-have words, specific)

Customer: Okay, thank you for the information and your assistance.

The example above clearly demonstrates how the employee showed empathy for the customer, addressed his needs, and strived to create a positive experience for the customer. While the customer may not have had his issue resolved, the employee’s MANIS statements helped to prevent the customer from experiencing deeper frustration around the issue.

In the long term, such effective communication in customer service helps the company to strengthen customer relationships, differentiate itself from competitors and pave the way for long-term success.

In the words of Jeff Bezos, the founder of Amazon, “Word of mouth is very powerful. If you do build a great experience, customers tell each other about that.”

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