Although psychology and customer service may seem very different, psychology is actually really important in having great customer service. The better you understand your customers, the better you can offer intuitive support that not only will they appreciate, but will keep them coming back time and time again. While people can be quite complicated, there are a few things about them that are quite predictable.

Make them Feel Important
Everyone loves to feel important, and customers are no different. Giving them a bit of an ego boost can really go a long way to making them feel important and trust you. Small things like expressing to them how much the company values them as an individual or giving them a compliment can go a long way.

Understand their Anger
We tend to focus on people’s anger without trying to understand exactly why they’re angry. You will have to do some work to figure out exactly what is causing their anger, as most people won’t tell you the root of their emotions. Set aside your emotions for the moment and try to get into their shoes. Their anger could stem from feeling ignored or mistreated, or perhaps they simply have unmet expectations.

Use Names
It’s important to use people’s names when interacting with them. This establishes a human connection and makes them feel important. Make things personal for them by offering your name as well. This lets them know that they’re dealing with a person and not just a big business, and when you use their name in conversation they’ll feel appreciated by you.

Learn to Apologize
While a rote apology is easy, if there’s no emotion behind it the customer will pick up on it and their feelings of anger or hurt will only fester. Even if what happened was beyond your control, you can let the customer know that you are genuinely sorry for the experience or what has happened to them. This can go a long way in repairing relationships.

Learn to Listen
When a customer comes to you with an issue it is natural to want to try to fix it immediately without really listening to the problem. You need to fight that impulse and make sure that they are the ones doing the most talking. Let them express themselves and try to hear what they’re saying. Watch their body language and facial expressions to help you figure out what the problem really is.

Understand The Halo Effect
This effect is a studied phenomenon that describes how a positive first impression will make a person feel more positively about all other interactions in the future, even if they are not as positive. You can use this to your advantage by making sure the customer has a positive experience with you and the company. This will translate into good feelings on their part throughout your relationship.

Understanding a bit of psychology goes a long way in improving customer service. Making sure you can relate to customers and understand their emotions will help you create and keep happy customers.