Understanding and addressing your customers' unique needs is essential to building strong, long-lasting relationships. The latest
July 2024 UK Customer Satisfaction Index (UKCSI) from the
Institute Of Customer Service shows that
56% of customers feel more satisfied when they believe their personal needs are understood and cared for. But recognising these needs goes beyond just listening - it requires curiosity, empathy, and a deep commitment to uncovering what really matters to the customer.In an age of rapid digital communication, we often assume we know what a customer wants based on limited information. Behavioural science teaches us that our brains are wired to make quick assumptions, relying on past experiences to guide our decisions. However, when it comes to customer service, making assumptions can lead to a lack of genuine understanding.
Recognising customer needs starts with active and empathic listening, not just hearing the words the customer is using but really tuning into the emotions and nuances behind them. Studies show that customers who feel truly listened to are more likely to remain loyal and satisfied. And as the UKCSI reminds us, customers are looking for more than just a transactional relationship - they want to be understood on a deeper level.
Beyond listening, being customer-curious means asking thoughtful, open-ended questions that dig beneath the surface. This practice, as Dan Pink explores in his book
To Sell Is Human, is about becoming a problem-finder rather than just a problem-solver. By staying curious and asking questions such as, “How is this situation impacting you?” or “What else could make this easier for you?”, you can unearth hidden needs or challenges that the customer may not even be aware of.
Being customer-curious leads to a richer understanding of their unique situation, ultimately allowing you to offer more tailored solutions. This is a game-changer in customer service - when customers feel that you’re genuinely interested in their perspective, trust naturally follows.
Here are a few tips on how to recognise what your customer really needs, based on the latest research:
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Check your assumptions: Before you dive into process, tune into what is really going for your customer. What clues do you notice that tell you how your customer is feeling? How might your customer be seeing things? How might this change how you respond?
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Get customer-curious: Asking well-considered and meaningful questions helps you genuinely understand the customer, see their perspective and understand their motivations or what they need from you. So ask at least one or two extra questions in your next customer interaction. They might be: "How is this situation impacting you?" "How are you feeling about that?"
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Listen - really listen: Avoid just hearing just the customer’s question or query, then diving straight into auto-pilot. Stop and listen to the unsaid as well as the said.
Recognising your customers’ needs is the cornerstone of GREAT customer service. By listening deeply and staying curious, you not only identify what your customers need in the moment but you also anticipate future needs, building trust and loyalty that lasts. As behavioural science and the latest customer research confirms, understanding customers on a personal level is key to turning everyday interactions into extraordinary experiences. Let’s embrace curiosity, empathy, and thoughtful action to truly connect with our customers.
In our tried and tested GREAT Customer Service framework, R is for Recognise Needs. This is recognising what your customer really needs from you.
