Deliver an Outstanding CX When Customers Aren’t Talking to You

Customers like self-service. This makes sense when you already have a relationship with a company and you’re just trying to execute a transaction as quickly and efficiently as possible. I do this with American Airlines, interacting with a kiosk to check in rather than an agent.

I just saw the headline, “Consumers Like Self-service More Than Associate Interaction, Reveals Survey.” The gist of the research is if consumers have a choice they’re more likely to tap self-service technology vs. interacting with a retail sales associate, according to a SOTI survey.

This makes sense when you already have a relationship with a company and you’re just trying to execute a transaction as quickly and efficiently as possible. I do this with American Airlines, interacting with a kiosk to check in rather than an agent. I use the self-check-out at Harris Teeter (a grocery store). And I use an app on my phone or an ATM more frequently than a teller at my bank. I also have more than a 20-year relationship with each of these brands.

If they don’t know me after 20 years, they aren’t listening. And, after 20 years, if I’m not pleased with an experience, I’ll let them know about it.

If I didn’t already have a relationship with the airline, the bank or the grocery store, I don’t think I’d trust their other distribution channels. I certainly wouldn’t be familiar with them, they’d be less convenient to use, and I likely would not use them — it would no longer be the most efficient way for me to do what I need to get done.

  • What are you doing to engage your customers and provide an outstanding customer experience?
  • Are you providing a product or service that addresses a problem or concern of your customer?
  • Do you make it easy for your customer to buy?

Do you, or your customer-facing employees, try to engage your customer in a conversation along these lines:

  • What’s driving you to buy our product?
  • What problem are you trying to solve?
  • Have you used our product before?
  • How’s our service?
  • What can we do to improve our product or service?

A lot has been written recently about how customers don’t want to have a relationship with a brand. However, a brand is not a person.

I believe customers do want to have a relationship with a representative of the brand. Someone with whom they can share a comment or suggestion and know that it will be heard and acted upon.

Typically, the people interacting with your customers are your employees.

Do you encourage your employees to engage customers in a conversation to learn more about their needs and wants? What they’re happy with and what can be improved?

Your customers probably don’t want to talk to you because you’ve shown no interest in talking to them. They may have no emotional connection to your brand and don’t care whether you succeed or not.

I have an 11-year relationship with Chipotle and fill out an online feedback form after every visit because I do have an emotional connection with the brand and I want to see it delivering an outstanding customer experience.

You may send a customer satisfaction survey or mine sales data, but have you, or your employees, had a conversation with the customer?

People like to do business with people they know, like and trust. People also don’t care how much you know until they know how much you care about them. This is done person-to-person, not by analyzing data. This is how you build an emotional connection between a customer and a brand.

This is a function of having empathy and being sincerely concerned about why the customer is buying your product vs. that of your competitors — B2B or B2C.

Customers want relationships with brands and product and service providers on their terms. They want to be able to talk with a real person with some knowledge and authority if they have a question, suggestion or complaint.

The customer wants what they want when they want it, and it’s up to the service provider to figure out what it is.

Empower employees to find out what your customers and prospects want to know and how they want to find out about it.

By finding out how different customers want to learn about your products and services, you’ll be able to differentiate and segment your customers; thereby, providing them with more relevant information of value.

You must provide your customers the options they want in order to keep them satisfied. If you don’t, they will find someone else who will. In order to understand your customers’ needs and wants, you need to have a relationship with them, so you’ll be able to fulfill their needs on an ongoing basis.

If customers don’t want to talk to you, it may be because they don’t have a need right now, or they’re pressed for time. However, they are not saying they never want to talk to you or give you feedback.

Don’t stop trying to have a relationship with your customers. Don’t stop trying to gather real customer insights. Be there for your customers when they’re ready to talk.  If you’re not, they’ll go to someone who is.

Author: Tom Smith

Tom Smith is a DZone research analyst who built a career gathering insights from analytics to inform integrated marketing plans that make a significant positive impact on business. He's a hands-on leader in marketing and analysis who has worked with more than 120 clients in eight vertical industries. Smith is an experienced full-stack marketer who uses insights to drive positioning and branding, demand generation and lead creation, channel management, and customer relationship management and customer experience. The purpose of his blog is to share thought-provoking insights regarding customer experience. Reach him at

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