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We Are All Unique — So Are Our Customers Monique Castillo

I've always known the impor­tance of respect­ing diver­sity, but never more so than as a new­ly­wed. I like dark choco­late and my hus­band likes milk choco­late. I have an ami­able per­son­al­ity and my hus­band is more ana­lyt­i­cal. At first, I would get my feel­ings hurt if he responded in an abrupt man­ner, but I've since learned to read his mood and adjust my reac­tions. I've real­ized that the key to good com­mu­ni­ca­tion is tak­ing time to rec­og­nize our dif­fer­ences and make the nec­es­sary spur-of-the-moment adjustments.

As in love, so in busi­ness. Every cus­tomer has a unique sets of needs, and in order to suc­cess­fully serve them, it's impor­tant to keep this diver­sity in mind. With every ser­vice encounter, per­son­al­ity styles come into play. The other day I came across a brief arti­cle from Adams Hayes, Pres­i­dent of AH Dig­i­tal FX Stu­dios, which pro­vides rec­og­niz­able char­ac­ter­is­tics for dif­fer­ent per­son­al­ity styles. I found the brief overview of each style insightful.

If a cus­tomer is ana­lyt­i­cal, he's prob­a­bly going to want very detailed infor­ma­tion. If you're deal­ing instead with a "dri­ver," he's likely to want only a high-level overview of that infor­ma­tion. Keep in mind that serv­ing cus­tomers the way they like to be served affects their over­all sat­is­fac­tion, which in turn affects their loy­alty to your com­pany. So it pays (lit­er­ally!) to rec­og­nize and respect the vary­ing per­son­al­ity styles of your customers.

Chal­lenge your­self to deter­mine the per­son­al­ity style of each per­son you encounter. Whether it's a co-worker, your flight atten­dant, or the guy who fixes your com­puter, prac­tice adjust­ing your style to theirs. Take note of how your adjust­ments improve the com­mu­ni­ca­tion and help make the rela­tion­ship more ami­ca­ble. Have fun with it, and before you know it you'll be an expert at adjust­ing your style to meet that of your customer-just like I am at meet­ing my husband's.

Monique Castillo is an Impact Per­for­mance Spe­cial­ist with knowl­edge and back­ground in cus­tomer ser­vice, sales, coach­ing and men­tor­ing. When she is not help­ing cus­tomers improve their busi­ness, she is also a world trav­eler, gym enthu­si­ast, and an aspir­ing foodie.
7 We Are All Unique   So Are Our Customers
Monique Castillo
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  • http://www.gem.com.sg Sarah

    Hi, this is pretty insight­ful. I do train­ing in retail, so know­ing this is important.thanks






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