- Feb 18, 2020
- Posted by: Claire
- Category: Customer Complaints, Customer Service, Customer Service Strategy
Did you know that 80% of companies believe they deliver a superior customer experience, but only 8% of their customers agree?!
Many technical companies also believe they offer great customer service, but the truth is that after governmental services, technical companies are the most hated industry by their customers.
Now, the reason for this is that technical companies are made up of technical people, and the design of the technically minded person is the issue. Great technical employees are made into leaders, not for their leadership abilities, but for their technical skills.
Now, I’m not saying this to be ugly – personally, I love technical people because of the way they think, but they have to be in the right job, because they really are a specific kind of people…
Technical people think technical first.
It’s kind of like their first language they speak is not their first language. Instead, the first language they speak is technical.
They speak technical and are inspired by technical.
Technical people often struggle with communicating in terms non-technical people will understand. This is because they need to translate their technical thinking into a format that is understood by their listeners, and they don’t always get this right.
This is why technical people most enjoy being in the company of other technical people, because for them, it’s just less exhausting as they all speak the same language.
Their passion is to find solutions, and they push for intellect. Generally speaking, they don’t typically enjoy the social niceties that non-technical people use on a daily basis.
They focus on “getting things done” while the customer’s focus is rather on, “I want to be able to do this”.
With that bit of background, all in all, the root cause of why technical companies in general, are not usually known for their great customer service, is due to this:
Being dominated by the left side of the brain, the thinking of tech savvy individuals revolves around science; they feel most comfortable with the logic around programming.
On the other hand, the disconnect in communication occurs with people who understand human psychology because they use the right side of their brain more.
The challenge is to get the information successfully communicated, requiring both the left sided brain dominant person and the right sided brain dominant person, to be able to understand the other person’s thought process and flow.
In other words, to summarise all the above: technical people find it hard to relate to the majority of customers because they don’t understand the way they think, nor what’s important to them. They therefore should not be leading teams in the areas of customer experience.
The solution for technical companies? Don’t punish your technical people by complicating their jobs in an area they are typically weak at. Instead, hire people based on skills. For customer experience, hire people who have the ability to understand human psychology, so that the company can centre not on the technical which is their core business, but on the customer’s needs and way of thinking.