Psychology of Your Customers

Quick reference

• 00:05 In this module, we're gonna look at what is the psychology of your customers.
• 00:10 Have you ever come across this before?
• 00:12 When you're talking with a customer and maybe they're an upset customer and
• 00:15 you're just trying to understand, what do our customers want from us?
• 00:19 What is it they're trying to achieve?
• 00:21 The good news is your customers only want three things from you.
• 00:25 Wait a minute, David, that's crazy, three things.
• 00:28 Yes, when it comes to psychology they only want three things from you.
• 00:32 And when you think about it that way it makes it a lot more simple.
• 00:35 So the first thing your customers want from you is they want to be heard,
• 00:40 your customers wanna be heard.
• 00:42 They wanna be heard all the time, but
• 00:43 especially if they have a problem with your customer service.
• 00:47 Or your product or your service isn't what they wanted.
• 00:50 Or something's gone wrong with it, and things do go wrong.
• 00:54 You have to be able to make sure that your customers feel heard.
• 00:59 The second thing your customers want from you is your customers
• 01:02 want to be understood.
• 01:05 They wanna be understood.
• 01:06 You could even say things like, hey, I understand.
• 01:10 That goes a long way because a lot of businesses today,
• 01:15 people aren't even listening to what their customers are saying to them.
• 01:18 They're trying to formulate an answer and stick to a policy and
• 01:22 you're screwed and that's it.
• 01:25 So your customers want to be understood.
• 01:28 And the third thing your customers want from you,
• 01:30 there's only three things, is your customer wants to be cared for.
• 01:36 They wanna be cared for.
• 01:38 Make your customers feel special.
• 01:40 We talked about that in the last video.
• 01:42 What can you do to make your customers feel special and cared for.
• 01:48 So there's a company, there's a shoe company it's a huge shoe company,
• 01:52 in fact it's so big they sell more than just shoes.
• 01:55 But they built this company, multi billion dollar company, on customer service.
• 02:01 And this is what I love, because everything from the top down
• 02:06 is based on how are we going to serve the customer.
• 02:09 It gets so good, that if you're talking to a customer service rep.
• 02:14 And let's say you're going through something,
• 02:15 because they're talking with you, they're engaging you.
• 02:17 Let's say you're going through something horrible like one of your pets died or
• 02:20 something like that.
• 02:21 They are empowered to where they can send you flowers, the company will pay for
• 02:26 it, they'll send you flowers and they'll write you a personal note.
• 02:31 Hey, I know you're going through a tough time, I hope you feel better,
• 02:34 whatever it is and they can send that off to them.
• 02:37 How cool is that?
• 02:38 It gets even better.
• 02:40 They've hired somebody and their only job is to walk around the customer service
• 02:46 floor while customer service reps are on the phone, listening to what's going on.
• 02:51 So let's say, for example, you go on there and you're at the site and
• 02:54 you want this particular item, they're out of stock.
• 02:57 They are empowered to go to a different website,
• 03:00 from a completely different company, and purchase that product for you.
• 03:04 You don't even have to purchase the product.
• 03:06 They'll purchase it for you.
• 03:07 They'll pay for the shipping and they'll ship it to you.
• 03:10 And the person who goes around the foyer gets to decide who gets that perk.
• 03:15 Is that cool or what?
• 03:17 But you might be thinking, David, that's a ton of money.
• 03:20 Who can afford to do something like that?
• 03:22 This is a multi-billion dollar company but still they're running a business.
• 03:26 So how do they do it?
• 03:28 They took a piece of their marketing budget, and
• 03:31 instead of spending it on a super bowl ad, they spend it on programs like this,
• 03:36 to where the customer feels cared for.
• 03:40 Pretty cool.
• 03:41 So ask yourself.
• 03:42 What can you do in your company to make your customers feel cared for?
• 03:47 Maybe you're not buying them things and shipping them things, but
• 03:49 maybe you're writing a little personal note.
• 03:51 Just the cost of a stamp and a little piece of stationary,
• 03:55 to send out to your customers, to make them feel cared for.
• 03:58 So let's review.
• 03:59 The psychology of your customers is they only want three things.
• 04:03 Your customers wanna be heard, your customers want to be understood and
• 04:09 your customers want to be cared for.
• 04:11 We'll catch you in the next video.

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