Talk about Customer’s Context over Content

A friend and colleague of mine, David Irvine wrote about the importance of demonstrating caring before competence. We may know lots about our products and services, and have the best mousetrap. The problem is none of those things matter if the customer doesn’t sense that we understand their circumstances. That means noticing and anticipating the customer’s mood and energy level. It means asking questions, and most of all summarizing your understanding of their context. It’s the cab driver who says to the exhausted business traveler at midnight, “Let’s just get you home.” It’s the IT technician who says to their coworker, “Computer down? What a frustrating way to start your day! Let’s get it back up so you can take care of those customers who pay all our wages.” It’s less about the transaction, more about the person. Talk about context over content.