Ledgeview Partners Salesforce

In this “Beginner’s Guide” series, we will be going through the Salesforce Trailhead module, “Customer Retention for Managers.” If you are struggling in your leadership role to get the customer loyalty and customer service rep productivity and effectiveness you need to thrive as a business, this is a great lesson for you to complete!

First, we will cover the unit, “Manage Dissatisfied Customers in the Contact Center.”

Dissatisfied customers have the power to ruin a brand’s reputation, especially in today’s digital world, so the importance of this lesson should not be undermined!

In unit one, learning objectives include:

  • Give your agents effective tactics to manage dissatisfied customers.
  • Explain the concept of the communication chain.
  • Provide sample scripts for your agents to communicate with dissatisfied customers.

As a Customer Service Manager, you need to set the example for your reps! How you approach dissatisfied customers sets the foundation for how they will too.

Salesforce explains how Customer Service Managers can use the psychologist-coined, “Communication Chain.” Simply, it means “when a person expresses something verbally, they expect a response to that message.”

To properly do this with customers, agents must acknowledge their concerns.

Salesforce says when you acknowledge a customer’s concerns, they are more inclined to use the left, more logical side of their brain, when responding to you.

This helps to link the “communication chain” with “genuine acknowledgement of a concern.”

Ledgeview Partners

Portrait of young customer service operator talking on headset, smiling.

Salesforce encourages reps and managers alike to put themselves in their customer’s place. Imagine how you would react if you were that customer, and what sort of answer you’d like to hear on the other end of the line. It comes down to one key concept that helps people have successful professional and personal relationships – empathy.

Over the phone, customer service reps may use verbal affirmations like:

  • “I see your point.”
  • “I realize this has been frustrating for you.”
  • “I understand and will do my best to take care of you.”
  • And “We want to get to the bottom of this.”

Salesforce provides key responses for multi-channel communication as well. As more customers reach out to customer service departments on social media, there are appropriate steps to follow and reflect onto your own business processes.

You will discover best practice responses for Social Media, (website) Chat, and Text Message (SMS) in this unit…

The best thing customer service agents can do, according to Salesforce, is to preempt escalation. They say, “when a customer is already unhappy, the situation can easily get out of hand if an agent makes a misstep in the interaction.”

This is why having a communication plan and process is so important! They emphasize that your response process should follow these key steps:

  1. Understand
  2. Explain
  3. Address

Learn exactly how to handle a customer who is already upset when you complete the unit yourself!


Next week, we will cover the steps to delivering proactive customer service as we move forward in the unit.

If you have any questions about using Salesforce or Trailhead in the meantime, reach out to our experts. We are here to support you during any step of your technological journey.

Start the first unit yourself here.

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