The digital transformation has changed the behavior of the consumer who, today, aware of what he wants and his purchasing power, participates in commercial relations indifferent to outdated sales pitches. This renewed attitude integrates consumer experiences where the voice of the customer becomes fundamental.

Currently, in the business world, where relationships are increasingly automated and distant, there is a unanimous statement that, in order to be successful, companies must invest in the customer experience and, for that, listening to them is essential. The migration to digital enabled, among other things, the globalization of business, but its distance made it difficult for companies to fully understand their audience, the strategy that best serves them, their expectations for the consumption experience to satisfy them and, with this, create a bond through identification, trust and satisfaction with the brand.

With greater expectations regarding consumption, offering a quality experience requires the correct interpretation of what the customer says, the perfect identification of their needs and great effort to meet them. The customer has a voice and this voice is related to everything he reports, whether wishes, doubts or even complaints that, although they raise negative points, help to correct problems that should not be repeated. The customer needs to feel that the company cares about him, his needs and what he has to say, to opine. And this care must be present at all stages of business: publicity, sales, after-sales, support, because when a brand brings back positive memories, the customer's chances of wanting to repeat their experience with it significantly increase.

Standardized and old sales pitches give way to so-called empathetic communication or humanized service that requires a personalized and attentive dialogue with the consumer and requires a skill that can be developed or required by companies as soft skills, in the selection of their teams. In addition, it is natural that, for the customer to be heard, the company needs to be available and accessible on social networks and on various service channels, according to the omnichannel concept. Finally, satisfaction surveys will collect data for positive or negative feedback on the actions taken.

Bearing this scenario in mind, and especially for those who believe they perform strictly technical services, it is worth repeating the question here: do you really listen to your customer? Remembering that, in this case, listening is more than a perception of sounds through the sense of hearing, to be attentive and interested listening that takes into account the fact that there is always, behind a technical complaint, a human need: someone asks for help to solve something you don't know or can't solve yourself.

Yes, it is a relationship between people, not a technique. Therefore, it is necessary, more than listening, to listen to the client and also confirm whether the understanding of what was said is correct, whether it was properly interpreted. Good service, the one that generates a good customer experience, loyalty and establishes a competitive advantage, is more than a mechanical service. It involves – on both sides – people, one of whom has knowledge that the other does not. Therefore, for Sphere, it is not enough to listen to the customer, it is necessary to understand them. It is not enough to agree that the problem exists, it is necessary to solve it and, in some cases, redirect it so that the solution is found. Although operating in technical areas, Sphere understands that, committed to solving problems, its teams encourage the customer to – also him – be attentive to the message that is given by a good service. And it wants its professionals to use the knowledge they have – specific and therefore special – to surprise the client and themselves for the positive effects they produce with their work.

To think about

Parable

A young man began his career as a clerk in a hardware store. He had a way of attracting customers by remembering each one by name. Over time, he improved his way of working, until he took over the entire store. After a few years, he opened a franchise, and then another, and even though he prospered greatly over the years, he continued to open one day a week in the store where he had started. So every Saturday morning the neighbors could still find him in his original shop, but now as an older, more successful businessman. One Saturday morning, a guy came in and asked if he could use the phone. “Sure, Jimmy,” the man said generously, pointing to the phone, “Go ahead.”
Then Jimmy pulled a piece of paper from his pocket, picked up the phone and dialed a number. And the businessman heard what was apparently a sales pitch from the guy: “Hello, Mrs. Wilson, would you like someone to mow your lawn this summer? I could do it if you like… Oh, is anyone mowing your lawn yet? And are you satisfied with the job? I'm glad you have someone to rely on now… No, no, sorry to bother you and thank you. ”
At the end of the conversation, the boy folded the paper, put it in his pocket, and started to walk out the door. It was obvious that this was the only number he was going to call, and the businessman couldn't help himself.
“Jimmy, wait a minute. Listen, my son, I've been in business all my life and I can tell you that the sales pitch I just heard was great, it was respectable. But don't be disappointed by not making the sale to this customer. What I've learned in my career is that sales are numbers, Jimmy, numbers. The more people you call, the more you'll sell, I guarantee it. If you make that same call to ten customers instead of just one, I bet you'll be mowing five or six lawns tomorrow! ”.
But Jimmy quickly shook his head. “Actually, sir, I wasn't trying to mow Mrs. Wilson," he said. “Two friends and I have been mowing her lawn for four weeks. We just finished the third cut. So I called to make sure she's happy with the work we're doing."
And as the young man turned to leave the store, the successful owner was left wondering which of them was actually the smarter businessman.