Humans develop certain beliefs and mental models based on personal and social experiences, as well as moral and ethical values. which directly affects their behavior and language, whether verbal or non-verbal. This set of automatic responses is called “internal programming”. But a study by psychology student Richard Bandler, in partnership with linguistics professor John Grinder, identified techniques that could redesign this “programming”. The objective was to improve people's personal and professional performance, bringing neurolinguistic programming (NLP) to life.
NLP is, therefore, a set of methods and behaviors that allow the development of human potential. Programming refers to behavioral routines, neuro indicates the brain's ability to adapt, and linguistics is concerned with a person's verbal and non-verbal communication.
But, after all, how can this approach positively impact customer service? It has already been answered that it helps to improve the communication process.
The need for consumption is a sign of physical or emotional imbalance on the part of the individual, associated with the acquisition of a good or service, and which needs to be satisfied, so that this balance can be reestablished.
For example, hunger creates the need to eat. This can manifest an imbalance in the emotional component, leading to anxiety, anger and sadness or even physical changes such as stomach aches, headaches or dizziness, and this balance is only restored after eating.
When the attendant comes into contact with the customer, this desire is clearly felt, sometimes obvious (as in the example above) and sometimes not. However, when understanding their words and gestures, the need becomes more apparent. This makes arguments more likely to occur. This is the key to building a good relationship with customers, being attentive to their needs.
The moment of service can also be an opportunity for discovery for the customer. Because needs are often generated externally.
Discover 5 NLP steps capable of optimizing customer service: Step 1 – Report Call your customer by name, establish a bond and associate your gestures and speech with them. As this connection becomes closer, it becomes easier to understand and focus on the customer's needs. This is precisely what favors the possibility of building a simultaneous agreement. The mirror technique subtly reproduces another person's gestures and tone of speech. Thus, it creates a feeling of recognition, breaks down possible barriers and contributes to better communication.
Step 2 – Ask questions Understand your customer's main needs, get them to talk about their motivations for wanting a certain product or service, inform them about their expectations and preferences. This way, the attendant will be able to provide the best solution and have more control over the service.
Step 3 – Clarify how your solution can be useful for what the customer wants.
Step 4 – Conditional Agreement This is a strategy that explores the agent’s creativity. It is based on the presentation of solutions and options that will allow customer satisfaction when purchasing solutions, without compromising their needs.
For example, the client presented the need to hire marketing services for his company, but identified that he did not have the financial conditions to complete the package offered. In this case, the attendant can present plausible payment options and make the services provided more flexible, so that the customer can meet their spending needs within the payment conditions.
Step 5 – Present the benefits of the yes-boosting product or service as well as the payment solutions in a way that induces a positive response from your customers. Make statements like “this is exactly what you wanted”, “you can check the results immediately”, “we have another solution that works for you too”, and so on. This way, the attendant has much more chances of closing a deal with the customer and the service process becomes more fluid.
Back to our example. When the customer needs to eat, after talking and getting to know him better, the attendant discovers that he is vegetarian and becomes frustrated because he is always offered cheese bread as a first course option. Thus, your service will be directed to respect the dissatisfaction presented and offer you other options that can meet your needs. Through a more empathetic approach, demonstrating understanding of the customer's discomfort and making suggestions that meet their needs, the attendant is able to reach an agreement and keep the customer satisfied.
NLP The application of NLP in customer service makes service a unique experience for the customer, because when the attendant considers the customer's feelings and needs, the treatment becomes more humanized and personalized. Changing the customer's “internal programming” from “the agent is only here to close the deal”, to the understanding that “the agent understood me, cared about me and even helped me meet the needs I presented”.
This is why the practice of NLP concepts in customer service offers greater chances of a successful negotiation, as it provides a closer relationship with the client, breaking down potential barriers of distance and transforming this service into a productive dialogue for both parties. This can lead to greater customer satisfaction as well as customer loyalty.
Ultimately, it's all about empathy. Let's put ourselves in other people's shoes and put into practice the art of listening to their desires and needs. This way, we can improve our communication and deliver more confident messages to people, avoiding misunderstandings and providing greater satisfaction in relationships, whether professional or personal.
Digital Marketing Planning at Camilla Marques Artwork Propaganda Limited Agency.
Bachelor of Accounting Sciences in Training from UFJF. Certified in Digital Marketing, Content, Writing and Web Content Production by Rock Content Academy. Certified in Digital and Content Marketing by HubSpot Academy. behavioral psychology student. Cebrai is certified in Entrepreneurship and a consultant in Entrepreneurship and Business Modeling.