We need to modify our approach to give the best customer service to each of the customer personality types just as we need to treat our employees differently to get the best out each of them. Using the PURE system we can differentiate the way we handle complaints, improve loyalty and reduce attrition.
PERSUADERS
Persuaders generally make decisions on impulse and are attracted by color and movement and shiny objects. They like to buy things that will make them look good, have a “wow” factor and draw attention to themselves. Since they get bored easily they’re always looking for what’s newest and most up-to-date – the latest gadgets and gizmos easily distract the persuader.
It takes a lot for a persuader to complain because they generally can’t be bothered, so when one does take the time to point out what’s gone wrong you should probably sit up and take notice. Be warned that persuaders tend to use sarcasm (the dark side of their sense of humor) and can be quite pointed in their comments. The best way to deal with this (if the complaint is justified) is to hold your hands up and take it. You can join in with the “humor” as long as you’re being self-effacing about it eg. “Yes, we seem to have messed this one up quite spectacularly, don’t we? Thanks for letting us know.” Persuaders like to feel clever, so flatter them a little if appropriate.
Since persuaders love freebies and toys, this would be the time to offer such things as compensation. They can be your most vocal supporters if you get it right – it makes sense to do the best you can because they will also hold court about your short-comings if you screw it up.
UNIFIERS
The way to attract unifier customer personality types is to appeal to their emotions, make them feel special and show them how your product or service will benefit not only them, but also their family, friends and, if appropriate, the wider community and even the environment.
You’ll know when a unifier is complaining, because it will start in the form of an apology. “I’m sorry, but….”, “I hate to inform you about this, and I’m sure it was an honest mistake…..”, “Sorry to bother you, but…” etc. Unifiers hate to rock the boat so, again, it takes a lot for them to complain – they are more likely to smile to your face and go away and tell all their friends how rotten the meal was. If they’re not being terribly vocal about how much they’re enjoying your product or service, something may well be wrong.
However, just because they aren’t screaming and shouting and stamping their feet, as rulers are wont to do, does not mean you shouldn’t take their points seriously. The main thing unifiers want is sympathy – for you to make them feel special and needed and not just another number. Addressing how the problem has affected them personally is a great way to keep them on board. Genuine apologies with a demonstrated understanding of the emotional impact of the issue is the way to win them over. If you really want to put the icing on the cake, send them a “Thank You” card afterwards to show how much you appreciate them. You’ll have a customer for life.
RULERS
When I get asked, “How do I deal with difficult people personality types?”, nine times out of ten we’re talking about rulers. These are the ones that get p.o’d quickly, demand and instant response, shout and scream and stamp their feet and generally leave front-line staff quaking in their boots or being held back from swinging a punch. And they’re really easy to deal with if you can keep your temper (and/or not cry and take it personally) long enough to solve their problems.
The first trick in dealing with a complaining ruler is to let him or her vent. Don’t interrupt (you can nod, take notes and show that you’re listening, however) until they seem to have run out of steam. Then ask a few questions to clarify that you’ve understood the complaint or problem correctly. Then say exactly what you’re going to do about it. Rulers don’t have time to mess around – they’re extremely impatient and want everything NOW! They need their expectations managed more than any of the other customer personality types i.e. they need to know what is going to happen by when and God forbid you shouldn’t deliver on that. You’ll know when you’ve got it right because you’ll actually hear a rare “Thank you”. Don’t expect a bunch of flowers or a written commendation, but if you get a thank you from a ruler then you’ve cracked it.
EXAMINERS
Examiners are extremely cautious and will need lots of information, the more the better, before making the decision to become a customer. However, if you don’t screw it up, you’ve got a customer for life – examiners tend to be extremely loyal.
Bordering on the anal retentive, however, examiners can make the most persistent and dogged complainers. They are not to be brushed off easily and can become stubbornly fixated if you don’t address their needs efficiently and completely. The key here is not even necessarily speed, as in the case of those impatient persuaders and rulers, but in attention to detail. Examiners will present you with a numbered list of complaints, with dates and times of incidents leading up to the current problem. As dull as this may seem to you (especially if you’re a persuader) you need to take all of this seriously and thank them for bringing you all the information that you are going to need to solve their problem.
Written follow-up is a brilliant way of satisfying examiners – they love to have issues documented thoroughly to ensure that everything has been handled properly. Remember, examiners are who the rest of us refer to when we want a recommendation of a product or service – after all, they are the ones who do all the research in the first place. If you’ve what the examiner customer personality types consider to be excellent customer service, as detailed here, you will be getting referrals left, right and center.
