5 Communication Mistakes to Avoid When Handling Customer Issues

How to Improve your Customer Communications

Does your team sometimes find it difficult to handle customer issues effectively? Would you like to know how to improve your customer communications to build stronger relationships with international customers?

In this blog post we’ll describe 5 key communication mistakes Taiwanese professionals make when handling customer issues - and how to avoid them

Let’s begin by exploring a scenario where a customer from the USA works with a service provider in Taiwan.

A Customer Scenario:

Jeff Brown, a customer in the USA, contacts Frank Lee in Taiwan about a technical support issue.

Jeff says: “I’d like to bring up an issue we’ve encountered with your technical team. When we submit a ticket for technical support, your team doesn’t respond quickly, which is causing problems for us in the USA. How can you resolve this?”

Frank responds: “I see. Sometimes our team responds slowly because they deal with a lot of tickets. Actually, they usually reply within a reasonable timeframe. Anyway, don’t worry. This isn’t a big problem. We’ll solve this easily. I’ll talk to the technical team leader about this. I hope this solves the issue.”

Sounds reasonable? Not quite. Let’s break down where Frank went wrong.

Five Common Mistakes in Customer Communications

Mistake #1: Lack of Empathy

Frank’s response, “I see. Sometimes our team responds slowly because they deal with a lot of tickets,” doesn’t show any real concern for Jeff’s frustration. It sounds more like an excuse than empathy. Jeff expects Frank to acknowledge the problem, not just explain it away. A better response would be, “I understand how delays can cause problems for your team. Let’s work together to resolve this.”

Mistake #2: Defensiveness & Lack of Ownership

When Frank says, “Actually, our technical team already handles a large number of tickets and usually responds within a reasonable timeframe,” he sounds defensive. Jeff doesn’t need to hear excuses; he wants Frank to take responsibility for resolving the issue. When a service provider doesn’t take responsibility for the problem, it can damage trust. A better approach would be, “I understand the issue and will take responsibility for resolving it.”

Mistake #3: Downplaying the Issue

Frank’s comment, “Don’t worry. This isn’t a big problem. We’ll solve this easily,” minimizes the issue. Jeff probably considers it an important problem and telling him it’s small will only frustrate him. A more effective response would be, “I can see this is a critical issue for your team, and we’ll address it as quickly as possible.”

Mistake #4: Vague Resolution Plan

When Frank says, “I’ll talk to the technical team leader about this,” it lacks detail. Jeff wants to know the steps Frank will take to fix the problem. Instead of a vague mention of a conversation, Frank could say, “I’ll ensure the technical team prioritizes your tickets and provides an update within 24 hours.”

Mistake #5: No Clear Next Steps

Finally, Frank’s statement, “I hope this solves the issue,” lacks a clear follow-up. Jeff needs to know when to expect updates. Frank should provide a clear timeline and next steps, such as, “I will follow up with an email tomorrow about the status of your support tickets.”

Cultural Considerations in Customer Service

Let’s consider the cultural differences here. Frank is from Taiwan, where communication is more indirect because of a high-context culture. In high-context cultures, people often rely on shared understanding and subtle communication cues. On the other hand, Jeff is from the USA, which has a low-context culture, where people expect clear, direct communication.

In this scenario, Jeff will probably be frustrated with Frank’s indirect approach. He expects Frank to show empathy, take responsibility for the issue, and explain a clear plan for resolution. Jeff is accustomed to straightforward communication and may not appreciate the indirect way Frank addresses the problem.

Key Takeaways for Handling Customer Issues Cross-Culturally

1. Show Empathy: 

   Acknowledge the customer’s frustration and show understanding. This helps build trust and rapport.

   
   

2. Take Ownership: 

   Don’t make excuses. Take responsibility for resolving the issue and assure the customer that you’re working on it.

   
   

3. Avoid Downplaying the Issue:

   Never minimize the customer’s problem. Treat every issue as important, even if it seems small.

   
   

4. Provide a Clear Resolution Plan: 

   Clearly explain the steps you’ll take to address the issue and provide a timeline.

   
   

5. Outline Next Steps: 

   Be proactive with follow-ups. Let the customer know when they can expect updates and what actions you’ll take.

By following these tips, you can improve your customer service skills and handle cross-cultural issues more effectively.

Brian Mc Closkey is the CEO at NextGen Business Communication Training, a business communication training company for non-native English-speaking professionals in Taiwan.