Warranty conversations aren’t easy. Customers are often frustrated, and with the pressure to have a quick turnaround, it’s easy to just focus on the resolution. What many people don’t realize is how the conversations with the customers are handled is equally important. The language used can determine whether the customer understands what is going on, has realistic expectations and ultimately trusts the brand.
Devon McGwin, development and compliance director for Warranty Consulting services, stresses that what is said — and how it is said — can set the tone for the whole warranty process.
He offers tips on exactly what to say, but also what not to say.
According to McGwin, there are communication habits that can both help and harm conversations with customers. He highlights the importance of tone, clarity and honesty.
Positive Habits to Bring Into Conversations
Going into conversations, it is important to remember that the tone used will directly influence how a customer responds. Customers are already dealing with equipment issues, so the best course of action is to approach any communication in a positive manner. McGwin says one of the goals is to guide the conversation toward a resolution. By staying positive, it is easy to keep the discussion informative, rather than having to deal with more heightened emotions.
“You need to be as upbeat as possible, as positive as possible,” McGwin says. “Even though it is the customer’s best situation, you need to make sure you’re driving for the solution, making sure that you are as customer-centered as possible.”
Positivity is only one aspect. Being empathetic is one of the best tactics to remember when dealing with warranty discussions. McGwin says being empathetic isn’t something many people think about when talking about warranty, but it can easily make or break trust.
“Make sure that you’re providing a resolution, that you do understand what they’re going through,” he says.
Remember, the situation is already inconvenient for customers. They are allowed to feel frustrated that their equipment experienced issues. According to McGwin, the best thing to do is show the customers that their concerns are completely valid and being taken seriously. This can build the relationship with the customer, and help minimize any tension they may have been feeling.
While the tone is important to keep emotions from getting heightened, clarity can help mitigate confusion. Many warranty professionals know the technical terminology and policies, as it’s the language heard everyday. However, many customers are not aware, and using it in discussions can be confusing for them. McGwin suggested being straightforward, and avoiding acronyms or specific jargon.
“Whenever you’re talking about warranty, you want to be as to the point as possible,” he said.
The best way to do that is by using simple language, speaking clearly and confirming the customer understands. It may also be helpful to repeat what the customer says so everyone can be on the same page before moving forward, he explains.
Being honest is the best way to ensure the customer’s expectations align with the reality of the situation. McGwin also mentions that it is completely acceptable to say “I don’t know” as long as it is followed up with verifying information or finding someone who knows the answer.
This is also where language is important. McGwin emphasizes the importance of not saying something is under warranty without confirming.
“It is very hard to say without a shadow of a doubt that something is 100% warranty or 100% not warranty,” he says.
Instead, using the term ‘subject to warranty’ helps to show the customer that the review is still needed and it may not be under warranty. This wording will protect both parties as it sets realistic expectations.
As a conversation is ending, it is important to inform the customer with the next steps of the process. Letting them know what is happening next and when a follow-up with them may happen keeps them from feeling in the dark.
Negative Communication & Its Repercussions
Negative communication can be just as influential on customers, but for very different reasons. A negative attitude during warranty discussions can take an already bad situation and make it worse. McGwin cautions against being a “Debbie Downer” during conversations, as it makes it hard to move the conversation forward, and is unprofessional work behavior.
“It’s hard to build trust with someone that is negative all the time,” he says.
At the end of the day, many people would rather not have a conversation at all than have one with someone who is negative. It wastes people’s time because there is very little productive communication happening. One bad conversation can ruin a whole relationship with a customer.
One of the easier mistakes to make during warranty discussions is being vague. There are many situations where the easiest thing to do is to be vague, McGwin says. Quick yes or no questions from the customer, or statements that are hard to expand on. However, it is important to try to be as clear and informative as possible. Without it, customers may feel left in the dark.
Mastering the Art of Warranty Communication
At the end of the day, warranty conversations do a great job at finding resolutions while also building relationships with customers, McGwin says. The discussions and calls aren’t always easy, but by remaining respectful, positive, clear and forthright, you can turn a difficult situation into a productive interaction.
Watch the full Understanding How to Talk About Warranty- and What Not to Say Webinar here.
