The Capable Customer

"Customers are stupid."

I've been in various forms of customer service since I was 13 years old and I've heard that phrase too many times to count. To be perfectly honest, I've even said it. Whether it was in retail selling cheap electronics to people who thought it was a great deal to fixing someone's computer because the game on the website looked so fun. The problem is, while stupid people do exist, many are just ignorant. Like it or not, it is our responsibility to make Capable Customers.

Look at the difference:

Stupid

   1. Slow to learn or understand; obtuse.

   2. Tending to make poor decisions or careless mistakes.

   3. Marked by a lack of intelligence or care; foolish or careless: a stupid mistake.

Ignorant

   1. lacking in knowledge or training; unlearned: an ignorant man.

   2. lacking knowledge or information as to a particular subject or fact: ignorant of quantum physics.

   3. uninformed; unaware.

Stupid can't be cured... (not by anyone other than the stupid person) but ignorance can. Most often, the only one who has the opportunity or ability to educate customers dwelling in ignorance is the same one who notices the problem. Very often, you will not be sure whether the person is being stupid or ignorant until you try, but it is worth the effort.

Consider if you have 100 clients, of that number, 50 have problems consistently avoidable problems. You can reduce your case load by half, just by teaching the client some simple “fire prevention.” Using a few minutes while I am working to explain what I’m doing, or finding an analogy to help the customer understand what went wrong is among the best and easiest sales tactics I can think of.

First, the customer feels informed about the service you are performing.

Second, even if their eyes glaze over at the explanation, they often remember more than you would believe.

Third, they will talk about how great it is you explained the mysteries of the universe to them when they tell others about what you did.

Fourth, this will help you establish a rapport with your customer.

Fifth, you will find their repeat problems, and the severity of their problems drops.

Sixth, those who have even the remotest care for their own time will listen and follow your directions in the future

These points all add up to greater customer satisfaction, this will generate new leads, and will certainly increase your reputation. Think about how great the customer will feel if they understand how to run their AV program, spyware scanner, or just understands a little more about their printer and how it works with the rest of the computer. You have made your own customer more capable, and thereby more solidly your own advocate. They become a walking billboard for you, and that means better business in the long-run.