Customer Care - Customer Personality Types

• important to understand personality types to meet customer needs. It allows us to make relationships with customers more productive. 
• We can increase the likelihood of them purchasing a product and returning in the future.

• most customer will have a dominant style type. Shows most in customer complaints.

• David Merril and Roger Reed designed the Model of Social styles. The model groups people according to behavioural styles.
  • 'Assertiveness' = confident and forceful behaviour
  • 'Responsiveness' = reflects the ways in which people express their feelings when communicating with others. May be 'task-orientated', just wanting to purchase their product and go.

The most dynamic and active. They are dominant and controlling, so they know what they want. Drivers are not very detail orientated; they are not looking to browse. Their weakness is their low level of empathy, they are more likely to complain.

They are poor listeners, outspoken and have a need for control. They hate to waste time and may be aggressive.

When selling to a Driver keep it short, eliminate small talk, don't push them and show them how your product will achieve their goal.

When dealing with customer service situations you need to be confident but polite, and don't engage in unnecessary discussion. It is important to use logical arguments and don't try to prove them wrong.

Often very serious and have low energy. They are highly focused on detail and take quality over quantity. It is important to never rush an Analyst.

Analysts have poor listening skills so you need to ask lots of questions. When selling to an analyst speak with data, show both sides and expect a long sales process. Analysts do not like too much pressure. Show an analyst a list of suitable products so they can compare.

During customer service, you will need lots of patience and be prepared to answer detailed questions with advanced knowledge. You need to communicate every step but never get too personal. An analyst is more likely to use email or online chats to talk to a customer service representative.

Calm, friendly and outgoing. They are sociable and are great are forming relationships with other people. Amiable customers are great listeners and like to get to know you personally. They have low assertiveness and like to listen to you to help them make a decision. 

They cna be recognisable by their informal language and a need for an explanation.

It is important to build a personal connection when selling. You need to act as a personal advisor, show interest in their needs and tell them about the benefits of the product/service.

In customer service, you can use small talk and ask questions. You need to be warm and friendly and reassuring. They will need to hear your opinion.

Highly sociable, talkative and often lose focus of their goals. They will speak with confidence be responsive and are often dreamy.

When selling to an expressive customer, you need to explain the benefits, aim for long-term partnerships and show social proof.

When dealing with an expressive person in customer service they exaggerate the situation and will lose focus of their goal. You will often need to let them blow off steam in a complaint situation. If you disagree with them, they will not back down and may get aggressive. It is important to be friendly and empathetic. Do not use data when selling like you would with an analyst. You need to build a long-term relationship. They are highly interested in the impact of the product on other customers.

Need to be understanding of different customer types. The best strategy is to get to know the customer types and adjust your communication strategy accordingly. This will increase sales and customer retention.