Did you know that your customers don’t all want to be treated equally? Male customers want a different sort of customer service than female customers. That may sound a bit sexist, but it’s absolutely true – or so a study published in 2010 by the Australian and New Zealand Marketing Academy details!
See Also: How to Win Back a Lost Customer
In this study, nearly 900 customer service employees from around Australia were questioned to determine which aspects of customer service were most important to each gender. The results might surprise you…
1. Three Skills Vital for Both Genders
In the results of the study, there were three skills that both genders listed as the most important:
- Happy – There’s nothing as pleasant as being greeted by a smiling face and a pleasant disposition, especially if you have a problem you need help solving.
- Listening – Customers need to feel heard and that their problems are being given top priority. Active listening skills are a must for customer service employees interacting with BOTH genders.
- Service – Actually getting the service expected is, of course, one of the things all customers want. They want to leave satisfied that you have helped them solve their problems, no matter what gender they are.
As a customer service representative, it’s vital that you develop these three skills to help your clients be as happy as possible!
2. Three Skills Vital for Female Customers
Women tend to focus more on the emotional aspect of the customer service, so their answers were more along the lines of how they were made to feel by the representatives helping them with their problems.
Of the women surveyed for the study, the top three answers (after the three listed above) were:
- Friendly – Women like to be greeted by a friendly person who is willing to hear them out, sympathize with their problems, and get to work solving whatever it is.
- Smile – For the women surveyed in this study, a smile is one of the most important aspects of quality customer service.
- Polite – Customer service reps need to be polite and helpful when dealing with female customers. Women strongly dislike it when their customer service personnel are curt, short-tempered, or get frustrated easily.
3. Three Vital Skills for Male Customers
Men, on the other hand, prefer it when their problems are dealt with quickly and efficiently. The demeanor of the person handling their complaint wasn’t as important as the resolution of the complaint itself.
Of the men surveyed for the study, the top three answers (after the three listed above) were:
- Time – The amount of time required to resolve the problem had a direct impact on the customer’s satisfaction. The quicker the problem was dealt with, the happier the men were.
- Satisfied – Male customers want to feel like their problem has been taken care of. Whether it means replacing broken or faulty items, making repairs, or getting a refund, men need that "closure" more than women.
- Expectations – When men walk up to the customer service desk, they have an expectation (refund, replacement, repair, etc.) For them, having that expectation met is the single most important part of the customer service experience.
See Also: 10 Skills for Excellent Customer Service
If you want to be the best customer service representative you can be, it’s vital to treat men and women according to their preferences. You’ll find that handling customers based on their gender is the best way to have your customers walk out the door content with your service!