PURE Customer Care - Dealing with Different Customer Personality Types

PERSUADER CUSTOMER PERSONALITY TYPES

Persuaders generally make decisions on impulse and are attracted by color and movement and shiny objects. They like to buy things that will make them look good, have a "wow" factor and draw attention to themselves. Since they get bored easily they're always looking for what's newest and most up-to-date - the latest gadgets and gizmos easily distract the persuader.

It takes a lot for a persuader to complain because they generally can't be bothered, so when one does take the time to point out what's gone wrong you should probably sit up and take notice. Be warned that persuaders tend to use sarcasm (the dark side of their sense of humor) and can be quite pointed in their comments. The best way to deal with this (if the complaint is justified) is to hold your hands up and take it. You can join in with the "humor" as long as you're being self-effacing about it eg. "Yes, we seem to have messed this one up quite spectacularly, don't we? Thanks for letting us know." Persuaders like to feel clever, so flatter them a little if appropriate.

Since persuaders love freebies and toys, this would be the time to offer such things as compensation. They can be your most vocal supporters if you get it right - it makes sense to do the best you can because they will also hold court about your short-comings if you screw it up.

UNIFIER CUSTOMER PERSONALITY TYPES

The way to attract unifier customer personality types is to appeal to their emotions, make them feel special and show them how your product or service will benefit not only them, but also their family, friends and, if appropriate, the wider community and even the environment.

You'll know when a unifier is complaining, because it will start in the form of an apology. "I'm sorry, but....", "I hate to inform you about this, and I'm sure it was an honest mistake.....", "Sorry to bother you, but..." etc. Unifiers hate to rock the boat so, again, it takes a lot for them to complain - they are more likely to smile to your face and go away and tell all their friends how rotten the meal was. If they're not being terribly vocal about how much they're enjoying your product or service, something may well be wrong.

However, just because they aren't screaming and shouting and stamping their feet, as rulers are wont to do, this does not mean you shouldn't take their points seriously. The main thing unifiers want is sympathy - for you to show them that you understand how the problem has affected them personally with a genuine apology. You need to demonstrate that you can appreciate the emotional impact that the issue has had on them and reassure them that you are going to do everything in your power to put it right. Unifiers are big on justice - that things have been handled fairly and that no one has got into trouble by them pointing out a problem. If you really want to put the icing on the cake, send them a "Thank You" card afterwards to show how much you appreciate them. You'll have a customer for life.

RULER CUSTOMER PERSONALITY TYPES

Rulers make decisions quickly and aren't interested in a lot of extraneous detail - tell them exactly what they need to know based on the questions they ask and nothing more. Don't faff about extolling the benefits and features that are of no interest to them - be business-like, direct and to-the-point with these impatient customer personality types.

When I get asked, "How do I deal with difficult people personality types?", nine times out of ten we're talking about rulers. These are the ones that get p.o'd quickly, demand an instant response, shout and scream and stamp their feet and generally leave front-line staff quaking in their boots or being held back from swinging a punch. And they're really easy to deal with if you can keep your temper (and/or not cry and take it personally) long enough to solve their problems.

The first trick in dealing with a complaining ruler is to let him or her vent. Don't interrupt (you can nod, take notes and show that you're listening, however) until they seem to have run out of steam. Then ask a few questions to clarify that you've understood the complaint or problem correctly. Then say exactly what you're going to do about it. Rulers don't have time to mess around - they're extremely impatient and want everything NOW! They need their expectations managed more than any of the other customer personality types ie. they need to know what is going to happen by when and God forbid you shouldn't deliver on that. You'll know when you've got it right because you'll actually hear a rare "Thank you". Don't expect a bunch of flowers or a written commendation, but if you get a thank you from a ruler then you've cracked it.

EXAMINER CUSTOMER PERSONALITY TYPES

Examiners are extremely cautious and will need lots of information, the more the better, before making the decision to become a customer. However, if you don't screw it up, you've got a customer for life - examiners tend to be extremely loyal.

Bordering on the anal retentive, however, examiners can make the most persistent and dogged complainers. They are not to be brushed off easily and can become stubbornly fixated if you don't address their needs efficiently and completely. The key here is not even necessarily speed, as in the case of those impatient persuaders and rulers, but in attention to detail. Examiners will present you with a numbered list of complaints, with dates and times of incidents leading up to the current problem. As dull as this may seem to you (especially if you're a persuader) you need to take all of this seriously and thank them for bringing you all the information that you are going to need to solve their problem.

Written follow-up is a brilliant way of satisfying examiners - they love to have issues documented thoroughly to ensure that everything has been handled properly. Remember, examiners are who the rest of us refer to when we want a recommendation of a product or service - after all, they are the ones who do all the research in the first place. If you've delivered what the examiner customer personality types consider to be excellent customer service, as detailed here, you will be getting referrals left, right and center.

If you would like to learn how to use the PURE System of personality typing in your business, at home or in the workplace, check out the PURE System CD set special offer!