Customer Service Radar

Yase International Consulting     www.yaseintl.com


By George Abuabara

On multiple occasions I have heard my associates praise service personnel who have “it”. “It” is difficult to define, but “it” makes customers happy. One facet of “it” is what they refer to as ‘table radar’. M*A*S*H viewers know that ‘Radar’ O’Reilly received his nickname because his ‘radar’ enabled him to know what was going to happen before anyone else did. With ‘table radar’ a server knows what the guests needs before the guest actually asks for it.

Since this talent for assisting customers before they ask for assistance can lead to extremely satisfied customers it is appropriate to ask if this is a talent one must be born with or if it is a skill that can be learned. I believe that this is a skill that can be learned and developed. Servers with ‘table radar’ have the ability to “read” the customer ‘s face and postures and to detect subtle cues that lets them know the customer needs something. They act upon these cues and past experience to provide information, assistance, and sometimes products before they are requested.

To develop this type of “radar” the customer service representative (CSR or server) needs to recognize that the customer is not as familiar with the goods, services, facilities, or physical arrangement of the business as he or she is. The CSR must understand that even before many customers have the opportunity to express their need for assistance verbally they will show signs of bewilderment, confusion, or dissatisfaction on their face or in their posture. The customer may even show these outward signs before they are personally aware of their own feelings and confusion.

Once the CSR recognizes the customer’s signs that assistance is need the CSR must overcome his/her own hesitancy to intrude and must be willing to approach the customer to offer assistance. Often the fact that someone offers assistance will trigger the customer’s recognition and naming of their own needs, which they will express to the CSR.

Where the customer is either unfamiliar with the company’s offerings or undecided about what will satisfy their needs, it will be necessary for the CSR to describe what options are available. The information to be communicated may relate to services that are available, features of a product or service, or directions as to how to access these items.

Good sales people make the customer believe that they have made a wise choice by affirming the decision and they act to see that the services and goods are provided. These actions are applicable to any staff-customer interaction. So the CSR must learn to let the customer know that they have made a wise decision (even if the CSR would have made a different choice) and they must follow through to see that the service or product is delivered and that the customer is pleased with it.

Finally, like any other skill, the development of customer radar is not a one-time event. This skill must be practiced over and over again until the CSR becomes proficient at it. As the CSR repeats this proves the CSR will become more skilled at recognizing those customers who have unexpressed needs. The CSR will be more comfortable approaching the customer, will be better able to describe the available options, and will be able to confidently affirm the customer’s choice and provide a satisfying customer experience.

To make this process more memorable, I have described the process using the first letter of each of the five steps listed to create the acronym ‘radar. Specifically:

Recognize the customer and the possibility that they may be confused, seeking additional assistance or services.

Approach the customer and make it known that you are available to assist them by providing information, services, and products.

Discuss the customer’s needs and the options available to satisfy them.

Affirm the customer’s choice and Act to deliver the product or service selected.

Repeat, repeat, repeat until the process becomes automatic and you can use your ‘radar’ to provide exceptional service to customers.