It is said that customers may forget what you said and clients will forget what you did, but customers will never forget how you made them feel.
On a typical day after a holiday, especially when the holiday is on a Monday, a day that customers have been kept out of the banking hall for two working days, businesses would have extra cash in their safes to deposit and individuals would run out of cash. ATMs will almost run out of cash, students will be out there in the banking hall to pay school fees, and the banking hall will be choked with customers from 8:00 AM when the doors are opened to 7:00 PM. Thanks to innovation and electronic banking channels, this is fast becoming a thing of the past.
On a day like this, the average teller can be on their feet from morning to evening with barely less than 15 minutes for lunch. Again, the average customer may sit for not less than a few hours before being served. It becomes very common to see people, including staff, jumping queues, and passing transactions behind the counter to serve their family and friends. In this heat, it is also very common to find customers shouting and expressing their displeasure at how the process and flow of the queues are managed. It is also common to find some tellers being rude to customers and making them feel bad.
I have been a teller myself and I know exactly what I am talking about. I have also been a customer before and know how it feels to be in those shoes.
It was the situation a few years ago when I was supervising bank tellers, I encountered an interesting scenario.
George was reluctant to bank with us when his account was won by the Head of Marketing. He finally agreed to give us a try after several persuasions by the marketing team. On this faithful day when the banking hall was choked with customers, he patiently followed the queue that moved at an annoyingly slow pace. While in the queue, he even lost track of the number of transactions that went through the back door by bank workers to the tellers as family and friends’ transactions—a situation that stirred the patience of many of the customers who had waited for so long.
When it was his turn, he approached the teller who had her head buried in her screen all this while. George had waited for nearly three minutes without any eye contact and no communication from the teller. Then, to his surprise and disappointment, the teller raised her head, turned to the exit of the cage, locked the cage, and went out without any communication. It was obvious that she was going for lunch and the poor customer had to wait for another 10 minutes to be attended to by the next teller.
George was angry and hurt by the treatment he received and vowed never to bank with us again. My attention was drawn to the action of my teller by the marketing team. That evening after work, I called the customer and requested to meet him at his office. When I got to his office, I noticed how much business we were about to lose because of one small wrong gesture that a teller displayed. It was then that I noticed the need to retrain my tellers on the need to exhibit good body language for customer retention.
It may take years of persistence to win a loyal customer, but one small gesture by a team member in the negative can cause the team to lose a loyal customer in a matter of minutes.
Body language is a form of nonverbal communication that includes posture, gestures, facial expressions, and eye contact. It can be used to convey a wide range of emotions, from happiness and excitement to anger and sadness. Body language can also be used to signal interest, understanding, and empathy.
In customer service, body language is just as important as verbal communication. By paying attention to your body language, you can create a positive and welcoming environment for customers and make them feel more comfortable and valued.
Here are some tips for using body language effectively in customer service:
Make eye contact
Eye contact is one of the most important aspects of body language. It shows that you are paying attention and interested in what the customer has to say. Aim to make eye contact 60-70% of the time when you are speaking to a customer.
Smile
A smile is a universal sign of friendliness and openness. It makes customers feel more comfortable and welcome.
Open posture
Stand or sit with your arms open and your shoulders relaxed. This shows that you are approachable and receptive to the customer.
Lean forward slightly. This shows that you are interested in what the customer has to say and that you are giving them your full attention.
Nod your head
Nodding your head is a way to show that you are listening and understanding.
Use gestures sparingly
Gestures can help emphasize points and convey enthusiasm, but it is important to use them sparingly. Too many gestures can be distracting and overwhelming.
Match the customer’s energy level
If the customer is speaking quietly and slowly, match their tone and pace. If they are speaking quickly and excitedly, you can match their energy level as well.
Mirror the customer’s body language
Mirroring is a subtle way to show that you are relatable and that you are on the same page as the customer. For example, if the customer leans forward, you can lean forward slightly as well.
Use your smile to your advantage
A genuine smile is a powerful way to build rapport with customers. Make sure your smile reaches your eyes and that it looks natural.
Be mindful of your personal space. Be sure to respect the customer’s personal space. Stand or sit at a comfortable distance and avoid touching the customer without their permission.
Here are some things to avoid in terms of body language in customer service:
Crossing your arms: Crossing your arms can be seen as a defensive or closed-off posture.
Fidgeting: Fidgeting can make you look nervous or distracted.
Avoiding eye contact: Avoiding eye contact can make you look uninterested or dismissive.
Slouching: Slouching can make you look bored or unprofessional.
Yawning: Yawning can make you look tired or uninterested in the customer.
By paying attention to your body language and avoiding these common mistakes, you can create a more positive and welcoming customer experience.
By following these tips, you can use body language to create a more positive and productive customer experience. Remember that customers will forget what you said. Clients will forget what you did. But customers will never forget how you made them feel.
The writer is a chartered banker (ACIB) and can be reached at [email protected] or 0244179229
