Connecting with others is the key to great customer engagement

I get you and I care - super customer service guy

In my last blog post on ‘Why relationships really matter‘ I talked about the benefits and importance of connecting with others.

Here’s a great example of what ‘great looks like’ in the context of connecting with others in customer service situations…

Last night before I went to sleep, I logged a technical issue with Apple. The email I received this morning came form  someone who had great skill in connecting with me and establishing trust.

Here’s an excerpt:

I am sorry to hear that you are unable to .…   I understand that …
— In other words, I hear you have an issue. This is what the problem sounds like to me.

I can imagine this was surprising and led to some disappointment. Rest assured I will do my best to advise you further.
— In other words, I can empathise with how you are feeling.

I hope the information provided is helpful but please feel free to email me back if you need further assistance.
— In other words, I’m here if you need help. You don’t need to face this alone.

Have a nice day!
— In other words, I care enough about you to think about what happens next, even if it’s nothing to do with me.

When I read this response I felt cared for, understood and relaxed about what was going to happen next . Service gold!


  • Dan Szuc

    June 28, 2014 at 3:14 pm Reply

    This is nice but can also be taken as a template of engagement. Like when business say they care for the customer, when these are used as the right thing to say.

    So suggest there needs to be truth behind the intent of language otherwise the let down is even bigger than poor customer service to begin with.

    Some of this would translate to values inherent in the culture and how much of that is felt by the customer in transparent ways.

    But yes, Apple is certainly using all the right words and yes some of this does play out in their offerings.


  • Nova Franklin

    June 28, 2014 at 8:24 pm Reply

    In this case they gave me a refund AND some really good unsolicited advice on how to overcome the issue next time, so their actions totally supported their words.

  • Dan Szuc

    July 1, 2014 at 2:40 pm Reply

    Nice and this is key!

    Tone, choice of language and channel are often underestimated when speaking with people.

    The design of the policy itself can also be in favour of a business, in favour of the customer or balanced, often its in favour of the business by way of protection.

    So what would it take to consider some of this in the drafting of new business models?

    How would these challenge existing contexts?

    Who is doing this today and in a way that continues to feel human and real?


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