Walking In The Customer’s Shoes – Really

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We have all heard the phrase “walk in the customer’s shoes”, but what does it mean to really do this? Let me give my thoughts on this all too well-known phrase. Picture if you will, going into a shoe store and trying on a pair of shoes a size or two bigger than your actual shoe size. What might you experience when you attempt to walk in them?

You’re likely to experience slipping up and down, tripping, maybe hitting objects with the shoes that you wouldn’t normally hit due to the size or worse blisters on the heels of your feet because the shoe is not fitting properly. it will be downright uncomfortable.

Now imagine the reverse – Trying a shoe that is a size or two smaller than your actual size. You’re likely to experience a squeezing sensation, cramping, some pain, possible corns or bunions if you were to continue wearing them (maybe even surgery).

In both scenarios, the outcome is not a pretty or pleasant one. You want your shoes to fit just right. No issues, no problems. Would you agree? After all, your feet are a really important necessity for walking.  If you have been into a shoe store and tried this you can probably relate to what I am saying. Now that you have the visual. Let’s relate this to the customer.

Every customer you encounter will have different needs and concerns. How you handle them will set the tone for how the customer service experience will go during that interaction. In some cases, it can set a mindset of positivity or negativity based on how you treat the customer.

You will meet and interact with customers who come in a variety of personalities, moods, emotions and thought processes. As the customer service professional you have to be able to switch hats at a moments notice so that you can meet the customer at their needs.

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When that customer is describing to you their pain points for how they experienced a particular product or service of yours, at that moment what they are saying to you is that the shoe they received from you is either too small or too big for their foot and they need some kind of fix.

Now, the shoe mentioned here is relative. You could replace that with any of the products/services your business sells. The point is, it is not a proper fit for the customer, and the pain they are feeling could be anger, frustration, sadness, mislead etc,

How do you turn this around for the customer?

I have a couple of points that will help save the day and relationship.

I call this getting the right shoe. Think about my shoe examples earlier and how that would make you feel if you did this. By the way, if you have an opportunity to visit a shoe store and do this. Try it so you get the real feel experience.

Getting the right shoe.  In getting the right shoe for the customer you accomplish a few things.

  • No more discomfort – By having a fitting product/service for the customer they will have a feeling of satisfaction and pleasure.
  • Happiness – When the product/service is on the shelf and the customer is able to get what they came for it entices the customer to come back again.
  • Understanding – When the customer knows that you understand them. They can feel confident that you as the service person will advocate for them.
  • Care –  This is a key element for establishing a feeling of protection whereby the customer knows they are in good hands.
  • Longevity – Because you treat your customer with dignity and respect. You show that it’s a pleasure to do business with them. The relationship is bound to prosper and grow.
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So, there it is. If you are truly walking in your customers’ shoes you get to understand how the customer really feels. With a few tweaks, kind words, empathic concern and a smile you will have that customer running back into your establishment (bringing a few friends too) to buy more, telling stories about how great your business is.

Your customers will feel confident and pleased that their customer service experience is going to be more than just average.  And it’s all because you were able to get the right shoe.

Thank you for taking the time to read my post. If you have found the information is customer service important please share.

David Beaumont
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