What Do Customers Want?

If you work in customer service, you will have encountered unhappy or difficult customers. When a customer becomes angry, demanding or difficult, there is usually a reason for it.

Customers generally expect:

(1) Quality

Terrence Lim was very happy to have secured two tickets to a concert by a popular British singer. He wanted to take his wife, who was a fan, to the concert as a birthday treat.

On the evening of the concert, Terrence and his wife arrived early to avoid the crowds. To their astonishment and disappointment, the gates to the sports stadium, where the concert was held, were all locked till well after the concert commencement time, which was 7 pm.

The gates were only opened at 7.25 pm. By then, the crowds were clamouring to enter the stadium, and there was a lot of pushing and shoving. Although Terrence and his wife managed to get to their seats in relatively good shape, their happy and anticipatory feelings earlier on in the evening had all but disappeared.

They were feeling cheated about he amount they had to pay for the tickets, because the event seemed to be so badly managed. They had even felt a little frightened by the jostling crowds at some point.

The quality of the concert, in their eyes, had been marred. It would take a die-hard fan to want to chance buying concert tickets from the company again.

(2) Product knowledge

Let’s take a closer look at the case above. When Terrence and his wife arrived at the concert venue and found the gates locked, he tried to get more information from the staff members who were deployed to help the concert goers and manage the entrance gates. Many other people were doing the same.

The staff members, however, seemed flustered and lost. None of them seemed to know what was going on; all they could do was to apologise and plead with them to be patient.

Although the staff members were unfailingly polite and patient in the face of an impatient crowd, it did not mask the fact that they had no idea what was causing the delay.

However, the people who bought tickets had the expectation that they would know.

(3) Courtesy and Respect

Everyone has esteem needs, and customers are no different. In fact, this need is even more explicit because the transaction is financial in nature.

Enough has been said about customers being irked by the real or perceived disrespect shown by service providers.

Why should you care?

You should care about what customers want and expect, and what makes them unhappy, so that you can respond in a focused and effective manner to their unhappiness.

You do not want to focus on irrelevant issues that do not target the root cause of unhappiness.

When customers complain, you may think that the problem is solved if you give them what they want. However, customers may still feel un-cherished and dissatisfied when a company offers them what they want in an inappropriate manner, or does not address issues that have upset them.

When you deal with an unhappy customer, treat that as a chance to put things right. Don’t be quick to assume that the customer is problematic, unreasonable, or creating extra work for you.

A happy customer can tell ten other persons about their experience with your organisation.

So can an unhappy customer.

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