The “High Tech” expert and the “High Touch” customer often find themselves frustrated and disillusioned. There has never been a more vivid example of the old customer service axiom, “They don’t care how much you know until they know how much you care.”

End users of technical products and services are customers, whether they are internal employees of the organization or traditional “customers” who have purchased products or services. They could be frustrated, disappointed, nervous, or intimidated by the technology AND the technical support person. Helping them to feel comfortable and reassured is often critical to the success of the customer contact. (High Touch) On the other hand, the technical expert is often more comfortable focusing solely on details of the problem or question. (High Tech)

Is there a way to bring “High Tech and High Touch” together to solve problems and build positive customer relationships? The answer is a resounding “YES!” However, bridging the gap between the two can be a real challenge. Here are several suggestions which will make it easier for “High Tech” and “High Touch”

1.    Expand the use of open-ended requests when dealing with the “customer.” Technical experts often rely too heavily on “yes-no” questions. Instead of “Did you install the software before you connected the charger cradle?” try “Describe the steps you followed to install the charger.”

2.    Think PEOPLE before PROBLEM. One PEOPLE issue is the emotional factor. Emotions govern responses, as well as the ability to think clearly and follow directions. Address the PEOPLE issues first by listening, acknowledging, and reassuring.

3.    Eliminate customer service “cuss” words from the conversation. Should is one of those words. When we say, “You should have done this step before you did that step.,” we are pointing fingers like a scolding adult admonishing a child.

Check yourself. Keep a tally sheet for several days, adding a mark each time you use the word should in a customer service conversation. Be honest! It’s amazing to discover the number of times we use words that undermine the entire customer service/problem-solving process.

4.    Contact CBRSeminars to schedule a customized “Customer Service in a High Tech Environment” skill-building program; on our Home Page, choose “Schedule Training” and fill out the brief questionnaire. There is NO COST or OBLIGATION. Within 48 hours, we will contact you to discuss how we might help you help your Service Representatives enhance their “High Touch” image and increase the satisfaction level of your customers.