All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back

By William J. Cusick | Go to book overview

Chapter 8

Phoning It In: Transform
Your Phone Interactions
into Powerful Moments
of Truth

When people talk, listen completely. Most people
don't listen
.

Ernest Hemingway

Before the Web, there was the phone. And chances are that no matter the size or type of company, you still deal with your customers—in some capacity—over the phone. It remains one of the key channels for customer communications, whether you have five customers or five million. And by understanding that your customers are irrational, you can design your phone interactions in a way that resonates with them in helpful and beneficial ways.

If memory serves, while things have never been perfect, it seems that in the past, more often than not you could call a company and be speaking to a person within the first minute or two. I know—that was a while ago. Nowadays, a call into a large corporation usually is presaged by a customer taking a few breaths to gird him- or herself for the upcoming experience. Tentatively,

-135-

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