HOW CAN YOU DEVELOP TRUST AND RAPPORT WITH CUSTOMERS IN SERVICE
In a rapidly changing world, developing trust and rapport with customers in service is vital
to building long-lasting relationships, ensuring customer satisfaction, and providing a
unique experience. This process involves communication, empathy, professionalism,
and reliability. Here’s an expanded discussion of these strategies, along with references
to support their importance:
- Active Listening
Active listening involves fully concentrating, understanding, and responding thoughtfully
to what the customer is saying, and it starts with deeply identifying customer needs and
wants. This shows customers that their concerns are genuinely valued and understood.
According to research, active listening is critical in service encounters as it directly
impacts customer satisfaction and loyalty (McLean, 2005). This is the basis of customer
centricity. - Empathy
Empathy is the capacity to recognize and share the feelings of another. It’s linked to
understanding customers’ frustration or pain points. Showing empathy allows service
providers to connect with customers on an emotional level, which is crucial for building
trust. Studies have shown that empathetic interactions significantly enhance customer
trust and satisfaction (Nadiri & Tanova, 2010). Empathy is the key to customer
engagement. - Effective Communication and Feedback
Clear and effective communication is essential in any business and service operation.
This involves using open, transparent language, avoiding jargon, and ensuring that the
customer understands the information provided. Clear and timely communication helps
prevent misunderstandings and builds credibility (Parasuraman, Zeithaml, & Berry,
1988).
Transparency in communication is being open and honest about what customers can
expect. Clarity builds trust by setting realistic expectations, whether it’s about pricing,
service delays, or any potential problems. This is one way of respecting customers and
avoiding a hidden agenda in communication. Customers prefer honesty, even if it
involves admitting a mistake or a delay (Rawlins, 2008).
Effective feedback mechanisms allow customers to voice their opinions and concerns.
It should be easy for the customer to raise his voice. Actively seeking and acting on
feedback shows that the company values customer input and is committed to
continuous improvement. Service recovery is critical. According to a study, around 60-
70% of customers have switched brands due to poor customer service. Companies that
consistently incorporate customer feedback into their operations see higher customer
satisfaction and loyalty (Bailey & Alexander, 1993). 90% of customers find quick response
and efficient communication systems crucial to customer experience.
Quick and efficient responses to inquiries or complaints demonstrate that the
customer’s needs are a priority. Various research suggests that responsiveness is one of
the key service quality dimensions that drives customer satisfaction. To summarize,
responsiveness means “being able to react quickly.”
Aberdeen Group study found that companies offering omnichannel communication
enjoy a retention rate of 89% compared to multichannel or single-channel
communication. Nevertheless, some analysis shows that only 15%-20% of companies
have a solid omnichannel communication strategy.
Proactively resolving customer issues and complaints is also critical and linked to
feedback and good communication. Addressing problems quickly and involving the
customer in the solution process can turn a negative experience into a positive one,
reinforcing trust and satisfaction. Effective problem resolution is a crucial driver of
customer loyalty (Tax, Brown, & Chandrashekaran, 1998). - Consistency
Consistency in service delivery ensures customers have a reliable and predictable
experience whenever they interact with your business. Consistency is a crucial element
in achieving customer loyalty. Consistency in customer service implies achieving
sameness, uniformity, and the same standard in the delivery or execution of all the
service attributes, regardless of time, place, occasion, and service provider. - Professionalism
The Oxford Dictionary defines Professionalism as “the combination of qualities and
conduct regarded as essential to professional practice. These include knowledge, skills,
relevant competence, behavioral qualities, and values of honesty, integrity, ethical
probity, and capability of working well with all company stakeholders.”
Maintaining Professionalism in all customer interactions is essential. Professionalism
conveys competence and reliability, which are crucial to building trust. A professional
demeanor also helps manage difficult situations calmly and effectively (Ganesan, 1994).
Amit Kalantari states, “Professionalism is not about what work you do. It is about how well
you do the work.”
Professionalism is also doing things well the first time. - Personalization and Customization
Personalizing customer interactions by using their names, remembering their
preferences, and tailoring services to their needs can significantly enhance the customer
experience. Personalized service is vital to customer satisfaction and loyalty.
Personalization aims to create a seamless and individualized experience for each guest
by anticipating their needs and preferences.
Customization, however, involves allowing guests to actively choose or modify elements
of their experience according to their preferences or requirements. Unlike
Personalization, which is often driven by data and algorithms, Customization puts the
control in the hands of the guest, allowing them to tailor their experience based on their
tastes, desires, or circumstances.
Remember, Personalization is done for Customers, while Customers do Customization. - Respect
Respecting customers, regardless of the situation, is fundamental. It involves listening to
their concerns without interrupting, acknowledging their feelings, and addressing their
needs courteously. Demonstrating respect is critical to maintaining a positive customer
relationship, especially in challenging situations (Cranage & Sujan, 2004). Part of respect
is also ongoing relationship and commitment. Respect is “walk the talk.” Keep your
promises.
Following through on promises is essential for building trust. When service providers
commit to a course of action and then fulfill it, they demonstrate reliability. Failure to
follow through can significantly damage trust, while consistent follow-through builds
credibility (Bitner, Booms, & Tetreault, 1990). - Training and Development
Training and development are crucial in service operations because they equip
employees with the necessary skills, knowledge, and behaviors to deliver exceptional
customer service. Well-trained employees are more confident, competent, and capable
of handling diverse customer needs and resolving issues effectively. This increases
customer satisfaction, as employees can provide accurate information, solve problems
efficiently, and create a positive experience.
Moreover, continuous development keeps employees updated with industry trends and
best practices, ensuring high service quality. Investing in training also boosts employee
morale and engagement, as they feel valued and supported in their roles. This, in turn,
reduces turnover and fosters a consistent, knowledgeable, motivated, and engaged
workforce, which is essential for building trust and maintaining long-term customer
relationships. - Surprise, Delight, and Build Long-Term Relationship
Occasionally, going above and beyond customer expectations can create memorable
experiences that strengthen the customer relationship. This approach, often called
“surprise and delight,” can generate positive word-of-mouth and foster customer loyalty
(Anderson & Sullivan, 1993).
Focusing on building long-term relationships rather than just short-term transactions
encourages repeat business and loyalty. Viewing customer interactions through the lens
of lifetime value rather than single transactions leads to more sustainable and profitable
customer relationships (Reichheld, 1996). - Celebrate Successes
Celebrating successes in service operations is important because it reinforces positive
behaviors and boosts morale. When employees’ efforts are recognized, it increases their
motivation and engagement, leading to a more enthusiastic and committed workforce.
Celebrations also foster a positive work environment, improving teamwork and job
satisfaction.
For customers, sharing success stories and testimonials demonstrates the company’s
commitment to delivering excellent service, building trust, and enhancing the brand’s
reputation. It also serves as social proof, showing potential customers that the business
consistently meets or exceeds expectations, which can drive customer loyalty and
attract new clients.
Conclusion
Building trust and rapport with customers in service operations is an ongoing process
that requires consistency, dedication, and a genuine commitment to customer
satisfaction. By employing these strategies above, businesses can foster solid and longlasting relationships with their customers, ultimately leading to greater customer loyalty
and long-term success