Psychology and business are alike in lots of aspects. Understanding people’s needs, choices, wants, and behaviors are the core of both. For any customer-oriented company, the following holds true – you can’t achieve success in business without satisfying your customers.

Undoubtedly, dealing with multiple customers at a time is challenging, but to study each one of them is daunting. It is not impossible, but time-consuming.

A study by psychologists showed that over 70% of people are afraid of loss than motivated by gain. Thus, it is vital to develop a sales mindset that helps customers understand the value of the product rather than focusing on its price.

However, we have stacked a few psychological marketing tips that businesses can leverage to handle any customer support situations. It will help you understand the customers in a better way, guide them in the right direction, and make them feel valued.

Mastering Customer Psychology for better Customer Service with these tips

1. Make your customers feel important and valued

We all love to feel valued. It is human nature.

When we talk about this, how can we not correlate it with Maslow’s hierarchy of needs theory? It speaks about five terms that form a pyramid of motivations or emotions that humans go through.

  • Self-actualization
  • Esteem
  • Love/belonging
  • Safety
  • Physiological

Right up in the pyramid, esteem represents the human desire to be accepted and valued by others. Thus, giving simple compliments or a bit of unique service to your customers can make them happy. Convey that they are vital for you and your company and are irreplaceable.

You can give them genuine opinions, send a small gift on special occasions, offers a promo-code, or discount. All these can make your customers stay with you and also helps in making them feel good about your company.

2. Leave behind your anger

When customers are angry, we either shoot into stress or defense mode. In situations as such, this type of reaction can go wrong and offend the customers. It’s easy to get defensive, but that wouldn’t help you or your customer under stressful conditions.

So here, the key is letting go. It helps you let go of the fear and stress that might be caused by the circumstances. Well, don’t misunderstand this as not caring about customer complaints. It relates to letting go of the thought of outcome and focus on executing the solution. Because what you can control is the solution.

3. Understand your customers’ anger

Next thing after helping you keep calm even in the adverse conditions is to focus on why your customers are angry. They don’t always speak what they mean or mean what they speak. So, being a customer representative, it is your job to dig out the source of your customer’s anger. To obtain knowledge about this, ask yourself –

What caused the customer to be angry?

Were the customers’ requests unheard, ignored, or unattended?

Did your service or product didn’t meet their expectations?

Though putting yourself in other’s shoes is a difficult skill to develop, it is a must for better customer experience. Remember, 1 complaint = 25 angry customers. Thus, learn to get into the root of the issue. Only then you will be able to identify your unsatisfied customers.

4. Address your customer with their name

Dale Carnegie, an American writer, and lecturer said, “A person’s name is to that person, the sweetest, most important sound in any language.”

So, ensure you call your customers by their name. If you are replying to an email, make sure you address your customer by name and see to it that you spell it correctly. It sounds respectful and makes them happy. Besides, using your name is also essential. It signifies personal customer service. Introducing yourself to the customer makes the conversation private and more effective.

Art of Customer Psychology

5. Learn to apologize

One word that can rescue your team even in the worst crisis is “sorry.” Everyone must learn to say sorry. But, you need to mean it while you speak. It shouldn’t seem that a robot is asking for forgiveness. Well, apologizing is excellent when handling complicated customer service issues, but never leave the rest upon it.

According to a study, 37% of customers were satisfied with service recovery when a monetary value was added to it — for example, offering a refund or credit. But, when an apology was fused with monetary value, 74% of customers achieved satisfaction. The data itself speaks the power of apology.

Here, apologizing doesn’t mean taking the blame. It is about empathizing. It showcases your care for your customers and understanding about how they feel. Even if you’re not the culprit, you can be genuinely sorry.

6. Listen to your customers

The most critical aspect of customer service is listening to your customers. When they have an issue, let them talk. Your part is only questioning, i.e., asking the customers to explain their problem in-depth.

Listening actively can serve two purposes. This includes:

  1. Customers feel that they and their issues are taken seriously. This can help them overcome their defensive state of mind.
  2. Listening to your customer’s issues patiently and talking back to them courteously can calm any pissed customer.

Try to paraphrase what your customers tell you and revert by keeping your statements short and simple. This practice can profess your customer service level.

7. The first impression is the last

Focusing on how your first impression can be a huge win is what differentiates you from your competitors.

It relates to a psychological phenomenon called the Halo Effect. This phenomenon says that a positive initial impression makes a person more likely to view everything done by the person as positive in the future; even when that’s not the case.

You can easily associate this with customer service. If you create a great impression while having the first interaction with your customer, it helps them hold a positive attitude towards your company. Same is the case with a negative impact. Once created, it lasts for long.

8. Make use of Positive Language

The tone of voice holds immense significance when it comes to customer service. The words you choose convey what you want to say. Eliminating a few negative words or phrases from your customer interactions will help you change the way what you say is sensed.

Utilizing positive words while interacting with your customers can have more positive experiences for your customers. It helps in developing a healthy and long-term client relationship.

9. Leverage Reciprocity for customer retention

One of the most prevalent concepts of psychology is ‘reciprocity.’ What it refers to it if someone does something good for you, you’ll probably do good for them. Though it seems to be a simple concept, it can adversely affect your customer service.

You can harness the power of reciprocity in your support interactions. It will strengthen your relationship with your customers and make them continue doing business with you. Give away free eBook, guides, discount, or credit their account at the end of your support interactions. Such small offerings will reciprocate them to do a favor for you in the long run.

10. Follow up with your customers

Ask your customers if they are finding everything okay with your products or services? Asking such questions develop a sense of respect for your company in customers. Shower them with a few words of willingness to help. Extend a hand.

Customer service should extend post-sales. It is essential that you follow-up with your customers whether they recently bought a virtual phone number from you or purchased a car. Let them know that their satisfaction and happiness with your products and services is what matters the most for your business.


Every customer-oriented business and the people who have worked with it are aware that dealing with people is hard. But, learning some psychological tricks as above can help you excel in your customer service.

Updated : September 10, 2021


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