Smile – Really Smile!
Smiling is one of the simplest yet most effective ways to establish customer trust. When you genuinely smile from the inside, it conveys empathy and a genuine willingness to assist. Research shows that authentic smiles that engage the muscles around the eyes (Duchenne smiles) are perceived as more genuine and trustworthy (Healthline, 2019).
Listening attentively and picking up on emotional cues is crucial. Understanding whether your customer is happy, frustrated, or angry allows you to respond appropriately and empathetically. Interestingly, studies have found that smiling can boost your mood and, in turn, influence the mood of those around you (Psychology Today, 2023). Genuine smiles are contagious and can create a positive feedback loop of happiness and trust.
Validate the Customer’s Feelings
Empathy is a cornerstone of building trust. By seeing the situation from your customer’s perspective and acknowledging their feelings, you demonstrate that you genuinely care about their experience. This empathetic approach can significantly enhance customer satisfaction and loyalty. For instance, you might say, “Thank you for sharing that information with me; I can certainly see why you are frustrated,” or “I understand that this needs to be resolved quickly for you; I appreciate your concern.”
Research highlights that empathetic communication, where the service provider acknowledges and validates the customer’s emotions, can increase customer trust and satisfaction (Pugh, 2001). This trust-building behaviour shows warmth and understanding, making customers feel valued and heard.
Inspire Confidence
Confidence is critical in assuring your customers that they are in capable hands. Demonstrating your expertise and competence helps to build this confidence. Phrases like, “You’re through to the right person; I can help you with that,” or “I’m a specialist in this area, so you’re in the right place” can be very reassuring.
Studies indicate that when customers feel confident in the service provider’s competence, their trust and satisfaction levels increase significantly. Interestingly, 56% of customers say their satisfaction was influenced by whether they felt understood by an organisation (The Institute of Customer Service, 2024). By clearly communicating your expertise, you reassure your customers that their issues will be handled effectively, fostering trust.
This learning tip comes from our ‘Coaching for GREAT customer service’ programme. Check it out here. If you’d like to explore this topic or any other aspect of customer service training then please do give us a call on 01582 463464. We’re always here to help.
