A Customer Service Strategy: “Tell Me More!” – The Art of Questioning

By David Lazear

When we are talking with a customer, a lead or prospect, or to our business partners we often make certain assumptions about them which may or may not be accurate. Learning to ask good questions is an important customer service technique which not only helps you get to know them better, but to quickly zero in on exactly what their unique needs are.

Following is a questioning strategy which allows you to move beyond assumptions and explore real feelings, opinions, values, and beliefs with your customers, thus deepening your relationship with them. I promise that you will leave the conversation with a greater appreciation for and understanding of each other. In short, you will build the customer relationship.

The questioning strategy involves learning to take a customer service experience through four distinct levels that mirror the natural way the mind thinks about almost anything. Usually the mind goes through this in a split second, but for the sake of understanding this strategy, I’ll will slow down the process and isolate the levels.

Here are the four levels of the questioning strategy:

Objective-level customer service questions ask people to state what they see, hear, touch, smell, and taste. This level tends to be verifiable by the five senses and by everyone involved in the discussion.

When the objective level is ignored, people will often interpret and make decisions based on erroneous information or subjective feelings only.

 

Reflective-level customer service questions illuminate people’s emotional responses, what they are feeling toward something. This level is more personal and individual.

When the reflective level of is ignored, people tend to remain dispassionate and make decisions void of commitment.

Interpretive-level customer service questions highlight the meaning and significance people ascribe to what is being discussed. They allow people to state what is important to them and why.

When the interpretive level is ignored, outcomes and final decisions tend to be superficial or somehow not quite on target given the data.

Decisional-level customer service questions allow people to choose a course of action in light of the conversation. This level reveals people’s decisions and the steps they plan to take.

When the decisional level is ignored people feel like they have talked an issue to death but made no decisions, and resent that their time was wasted.

Exercise: The Four-Level Questioning Technique

Let’ s now try it! You’ll need a small group of 4-5 people who are willing to experiment with and learn this method. Select a poem or a short article from a trade journal for your industry.

1. Objective Level. Read the poem or article aloud 3-4 times, then discuss:

• What words or phrases grabbed you?
  What parts of it really stand out in your mind, for whatever reason?

2. Reflective Level. Read the poem or article again and notice your feelings. Discuss:

• What feelings did it call forth? You do not have to explain why; just be aware of your feelings.
  What music would you play as a background for this poem or article?
  What colors does it evoke?
  If you could delete part of this poem or article, which part would it be?
  If you could add something, what would you add?

3. Interpretive Level. Now discuss your interpretations:

• If you could read this poem or article to anyone, to whom would you read it? Why?
  In your own words, what is the core message of the poem or article?
  What real-life experience does it call to mind?
  When in your own experience have you known the truth of this poem or article? Tell each other about that time.

4. Decisional Level. Next discuss what decisions about the poem or article you might make:

• If I gave you a nicely mounted copy of this poem or article, where would you hang it in your home? Why?
  If this poem or article were a person, what would it say to you? What would you say to it?
  What title would you give this poem or article?
  What implications does this poem or article have for your life today?

Customer Service Application Scenario:

A customer has called you with a question about a bonus they thought they were to receive when they purchased your product. Unfortunately the bonus is not available with the version of the product they purchased. They needed to upgrade to the professional version to get the bonus. Here’s an example of how you might use the 4-level questioning technique to deal with this customer. 1. Objective Level: What words or phrases do you remember from the ad or sales letter that convinced you to buy the product in the first place? 2. Reflective Level: What are your feelings about the main product so far? What do you like? What surprised you about it? 3. Interpretive Level: What were you hoping for in the bonus? Why did you want it? What need would it fulfill for you? 4. Decisional Level: I’d like to send you a trial version of the product which includes the bonus. Would you be willing to try the professional version to see how you like it? You can keep the bonus if you decide to return the product.

About the author:

David Lazear is a mentor and coach for mentors, coaches, and trainers. He is an associate of Mike Klingler and Ann Sieg at the Renegade University and Renegade Professional.

David has written some 15 books and created numerous resources for home business entrepreneurs, coaches, and trainers. His expertise is training others in how to assess and address other’s “learning profile” using the research on “multiple intelligences” (a.k.a. The 8 Kinds of Smart).

David Lazear teaches how to turbo-charge any mentoring, coaching, and training you provide so you Reach Everyone, Everytime – Guaranteed!