The Customer Service Priority: Problem-Solving Over Empathy

Empathy is emphasised in customer service today, but speed and efficiency should remain paramount. "Put yourself in the shoes of the customer." However, the customer is looking for a quick and efficient solution to their problem. I have seen endless empathic interactions that could have been quicker and more efficient. There’s often an endless back and forth of, "I understand how frustrating this must be for you," and, "I would feel just as upset as you do." But this cannot replace, "I'm sorry you had this issue. I've now fixed it for you. Is there anything else I can do for you today?"

We must be polite and friendly, but these qualities cannot replace speed and efficiency. Without real solutions, pleasantries are just lipstick on a pig. Customer service has one purpose: to solve customer problems in a way that leaves the customer feeling good about the interaction and the company. A well-handled interaction keeps the customer returning and, ideally, spreading the word to family and friends or, in exceptional cases, leaving stellar reviews without being asked.

While empathy and apology are initially welcomed, when drawn out, they begin to feel like trudging through deep snow, leaving the customer frustrated with the interaction and the company. Customer service agents aren’t concierges at a five-star hotel; they're problem solvers. Therefore, the focus needs to be on problem-solving. If an agent is full of empathy and apology but takes multiple interactions to solve the problem, they should be retrained where possible or removed. Given the choice, an agent who excels in problem-solving but may need a bit of empathy coaching should be prioritized over one who empathizes beautifully but struggles with efficiency.

I served in a particular unit in the Israeli army where what mattered most was the mind. While physical fitness was of utmost importance in this elite combat unit, the attitude was that if a soldier had the mind, they could fix the body. And sure enough, they did. I’ve never seen so many fit nerds in my life. Before serving, I thought one was either a nerd and weak or strong but somewhat dumb. However, my experience taught me that one can be both, depending on the priorities set by the organization.

In customer service, the critical common denominator is problem-solving. If an agent is less warm and direct but solves my problem, I'll appreciate them more than the "fluffy bunny" who empathizes but doesn’t bring me closer to a solution. Many companies today make the mistake of focusing relentlessly on apology and empathy while ignoring that the customer has had 20 back-and-forths with customer service without resolution. Even worse, the agent may still not understand the issue.

It’s essential to remember the priorities in customer service: 1. Problem solving. 2. Apology. 3. Empathy. And this should be the order of hiring and training as well. Effective customer service means balancing empathy with a commitment to fast, skilful problem-solving.