On the Need for Corporate Empathy

All too often, when you notify a company that you’ve got an issue — a defective product, a poor experience with a member of the sales team, expectations not met — you’re greeted with a customer service rep who’s completely on-script.

So on-script, in fact, that they frustrate you to no end. They keep repeating what they’re supposed to say, raising your blood pressure as they do.

Now, they’ve got two problems on their hands: the original issue that irked you enough to pick up the phone; and an even angrier you because of the way you’re being treated.

What’s wrong?

They’re not listening to you. Well, maybe they’re listening, but they’re not hearing you. And one of the most satisfying things for people is to know that they’re being heard.

Often times, they just want to vent — they may not even be looking for a specific resolution or set of actions from the company in question.

We should be teaching customer service reps how to listen. We should give them training on how to treat people well. We should hold them to standards that focus on the relationship, not the transaction.

Impersonal technologies like the phone — and most recently digital and social communications — have put a wedge between customers and companies. We’ve removed what used to be face-to-face interaction, with eye contact, a firm handshake, and the time when your word was your bond.

It’s time to put the humanity back in business.