Based on personal and social experiences, as well as moral and ethical values, people develop beliefs and mental models. Which directly affects their behavior and language, both verbal and non-verbal. This set of automatic responses is called “internal programming”. However, a study carried out by psychology student Richard Bandler with John Grinder, professor of linguistics, identified techniques that can reshape this “programming”. The objective is to improve people's personal and professional performance, bringing Neurolinguistic Programming (NLP) to life.
NLP is a set of methods and behaviors that allow the development of human potential. Programming refers to behavior, neuro refers to the brain's ability to adapt and linguistic is associated with the individual's verbal and non-verbal communication.
But, after all, how does this approach positively impact customer service? The answer has already been given: it helps to improve the communication process.
The need for consumption is a sign of physical or emotional balance on the part of the individual, which is associated with the purchase of a product or service and needs to be satisfied, so that this balance can be reestablished.
For example, hunger produces the need to eat. This can trigger an imbalance in the emotional element, causing anxiety, anger and sadness or even causing physical changes such as stomach pain, headache or confusion, with this balance only being restored after eating.
When the attendant interacts with the consumer, this desire is better captured, sometimes explicitly (as in the example above) and sometimes not. However, when observing his words and movements, the need becomes clear. This way, negotiations are more likely to happen. This is the key to a good relationship with the customer, being attentive to their needs.
Service time can also be an opportunity for discovery for the consumer. Because consumption is often done outdoors.
Discover the 5 NLP steps that optimize customer service: 1st step – Rapport Call your customer by name, create a bond and combine your gestures and speech with them. As this connection becomes closer, it becomes easier to understand and focus on consumer needs. This is precisely what favors the possibility of creating an agreement. The mirroring technique involves subtly replicating another person's gestures and tone of speech. This way, it raises awareness, breaks down potential barriers and contributes to better communication.
2nd step – Ask questions Understand your customers’ needs, let them talk about their motivations for looking for a certain product or service, discover their expectations and preferences. This way, the attendant is able to offer the best solutions and have more control over the service.
Step 3 – Clarify how your solution will be useful for the customer’s search.
4th step – Conditional Agreement It is a strategy that explores the agent’s creativity. It is based on presenting solutions and alternatives that meet customer satisfaction when purchasing a solution, without compromising their needs.
For example, the consumer expressed the need to request a marketing service for his company, but recognized that he did not have the financial means to complete the package offered. In this case, the attendant can present plausible payment alternatives and make the service offered more flexible, so that the customer can satisfy their payment needs within their payment terms.
5th step – Drive by yes Present the benefits of the product or service, as well as payment solutions, in a way that obtains a positive response from your customers. Make statements like “This is exactly what you are looking for”, “You can see results immediately”, “We have other solutions that will work for you”, etc. This way, there are more chances for the attendant to close a deal with the customer and the service process becomes more fluid.
Let's go back to our example. The consumer expressed the need to eat, after talking to him and getting to know him better, the attendant discovered that he was vegetarian and was disappointed because he was always offered cheese bread as a first course. This way, your service will be guided to offer other options that meet your needs, respecting the dissatisfaction expressed. Through a more empathetic approach, it demonstrates understanding of the customer's irritation and, through suggestions that meet their needs, the attendant is able to reach an agreement and leave the consumer satisfied.
NLP in customer service The application of NLP makes customer 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 consumer’s “internal programming” from “the attendant is only here to close the deal”, to the understanding that “the attendant understood me, cared about me and helped me satisfy my expressed need”.
This is why practicing NLP concepts in customer service increases the chances of successful negotiations, as it provides a closer relationship with the client, breaking down potential barriers of distance and transforming this service into a productive conversation for both parties. This can result in greater consumer satisfaction and loyalty.
Ultimately, it's all about empathy. We practice the art of putting ourselves in other people's shoes and listening to their desires and needs. In this way, we can improve our communication skills and send stronger messages to people, avoid misunderstandings and provide greater satisfaction in relationships, both professional and personal.
Camila Marques Digital Marketing Planning at the agency ArtWork Propaganda Ltda.
Bachelor of Accounting Sciences in training at 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. Certified in Entrepreneurship by Sebrae and consultant in Entrepreneurship and Business Modeling.