Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties


Here are some suggested Connections for you! - Log in to start networking.

How Identify Client Pain Points Leads To More Humanized Customer Service - RDI Corporation - Blog

How Identify Client Pain Points Leads To More Humanized Customer Service

Knowing that your products and services are being used for a specific need is the way to make a more human, and less painful, customer service experience. 

There’s a famous saying about how you shouldn’t put the cart before the horse. It can be used as a metaphor for a lot of things, mostly about getting ahead of yourself, but really, it’s kind of a stupid saying.

....NOTE - content continues below this message


We invite you and your colleagues to join us online as we take the highest rated industry conference online - join us and the elite in the industry at the NEXT GENERATION Contact Center & Customer Engagement Best Practices Conferences!



For one thing, where did it come from? Was that a common problem? Did people used to accidentally do that all the time? But more to the point, it is super easy to fix: just move the horse to the front. It has legs and is mobile; that’s the entire point of a horse. I’m not saying people weren’t handy back then, since they had to fight bears and make cabins out of mud and hope, but that seems like a pretty simple issues.

The problem comes from having an issue that you can’t easily fix, like if you had a cart but no horse at all. Or, in customer service, if your representatives are going into work without any clear idea of who your customers are.

If you are moving forward blindly, with understanding your customer’s needs, pain points, and values, your customer service is doomed to failure. You need to know what you have to identify and what is useful in order to create humanized customer care that will reach them, that will solve their problems, and that will entice them to keep using your product and service.

Know thy customer is the first rule. Otherwise, your horse is going to run smack dab into the back of your cart.

Knowing the Known Unknowns

So, what do you have to know to avoid a cart-and-horse fiasco? When creating humanized customer service plans for an audience, you have to ask yourself if you understand these six key points.

Who Your Buyer Is

This is the most elemental step, but it is one that too many businesses and organizations fail to address. You may have a vague idea of who you are trying to reach, but unless you have concrete and data-driven buyer personas, you are more or less doomed to be flailing around. This is part of content marketing, but it is important in customer service as well. Customer service means addressing someone or something. You don’t have to start with “Good morning, Jim” because 1) most people aren’t Jim, and 2) Jim’d be pretty freaked out.

But you do have to have a general customer in mind with every single interaction. We’ve talked about creating buyer personas, and how to make them work for marketing. But they also are important in customer service. It’s the first and most crucial step.

What Their Needs Are

What does your buyer want? The obvious answer is “to use our service” or “to buy 50 of our widgets!” But that isn’t clear enough. Understanding needs means not starting with an end in mind, but a beginning.

Why are they a consumer? What is it that they are trying to accomplish with your product and service? Do they need to streamline their company’s IT process and move to the cloud, and so need a managed IT provider? Do they need to satiate a hunger for nachos? Do they need to send their kids to the best day-care?

Remember that their “need” isn’t specifically to keep using your product. Their need is to solve a problem. You want to let them know, through your customer service, that you understand that problem. That will eventually lead them to your solution.

Pain Points

Pain points and needs can be broadly similar, but think of pain points as obstacles to their happiness. Maybe it is hard to get nachos delivered to their apartment. Maybe they have to get several layers of approval before they can make an IT service decision. Maybe they don’t have money for the highest-end day care.

These are their problems, which are adjacent to their needs. Are they losing money, or scared of losing more? Are they scared of putting their kids in a bad place? Are they unable to find good nachos? You should know what their main pain points are, and how you specifically can solve them. It isn’t about “Resolving a problem” on your end. It’s about making sure that their needs are being met by your service.


Emotional Connections

Different customers have different emotional triggers, and different service needs to appeal to different emotions. But every interaction has to have an emotional connection. It starts with empathy, and that’s the heart of humanized customer service: you have empathy for the real lives of your customers, because you understand their problems and their pain points.

In the case of the daycare, it can be highly emotional; you’re dealing with people’s children, which are very expensive. For managed IT, it is about ingratiating yourself by understanding the frustrations of a substandard IT system, and the dangers and annoyances inherent with it.

See It Through Their Eyes

Have some great content? Wrote a tagline that contains keywords and is still memorable? Is everyone in marketing pleased? That’s great, but it might not be enough. Always ask yourself what your marketing efforts looks like from a customer point-of-view. They don’t actually care about how good your marketing is, and if you win awards. They just want their questions answered.

So you need to be constantly looking at the customer from their point of view. Who and what appeals to them? What are the best ways to get their questions answered? Why did they choose you over anyone else, and what will it take to make them continue to choose that? It isn’t just because you are the best. They have to know you are the best, from their own path.

The Best Ways to Identify Needs

But how do you know this stuff? Some of it is instinct; some of it is common sense, and comes from customer interaction. But mostly, it isn’t. You can use common sense and guesswork to an extent, but when you do, you usually resort to stereotypes, misconceptions, generalizations, and nonsense about Millennials who only eat nachos. You need data-driven results. These can come from:

  • Surveys of existing customers. Usually tie them into a reward of some sort. This is your best source of demographic information
  • Forms on your website. You don’t want a form to be unwieldy, overlong, or annoying enough to drive people away (and there are analytical tools that tell you just how much is too much). But any information you can get on a customer, as individuals and in the aggregate, is helpful.
  • Research into broad market trends, blogs, industry gossip, technological or cultural shifts that might be impacting your field, and more. Stay abreast of what your customers stay abreast of. That’s the only way to speak the language.
  • Social media monitoring. Follow the top feeds in your field. Who are your readers reading? Why are they popular? Why is a YouTube channel getting thousands of hits a day? This is a way to see what matters most to your customers.
  • CRMs and Analytics. The tools you need to track customer behavior and how they respond to your service. Are they coming back? Taken broadly enough, this will demonstrate to you what is working and what isn’t.

From this data you can create a comprehensive customer service strategy that actually works. You understand what people need, what is keeping them from getting it, and what they’ll respond to. You can use this empathy to form an actual connection. That connection will lead them, like a horse that’s in front of a cart, into staying a customer.

At RDI-Connect, we understand that your business is as unique as your customers, and that you need a true partner to understand every aspect of your organization and of your customers and clients. Our B2B and B2C customer service professionals work with you to provide the most well-trained and humanized customer care available. Connect with us today to learn more.


Publish Date: May 19, 2017 5:00 AM

2021 Buyers Guide Consultancies

Call Center Masters

Giving consulting services to call centers

CC-CMM Certification Institute

CC-CMM Certification


Service Journey Thinking
Service Journey Thinking is a comprehensive approach for improving the experience customers have along the service journey. It considers the service journey not only from the customer’s perspective, but it also examines the components that support the experience, including people, technology, processes and policies. By applying Service Journey Thinking, COPC Inc. helps brands promote greater efficiency, improved performance and reduced cost within their operations. For customers, this means reduced effort, improved satisfaction and enhanced loyalty.


Genesys PureConnect
Call Centers, Contact Centers and Cloud Solutions Consultancies

Customer Support Asia

Customer Support Asia assures the success of service offshoring initiatives in the Philippines. Our consultancy serves both:
- clients that have service partners in the Philippines, and need to implement a major service initiative (performance/CX improvement, service change, site expansion, etc); and
- clients that desire to outsource services to the Philippines for the first time, and need expert help to qualify an an "ideal fit" partner, and manage an end-to-end service transition

We support both contact center services and "back office" BPO projects, limiting our practice to sites in the Philippines

CX Central

Contact Centre Specialist Consulting
CX Consult provides specialist contact centre consulting with decades of experience across Australia and Asia/Pacific lead by industry expert Justin Tippett. Services include health checks, optimisation, outsourcing (local and offshore), technology upgrades, strategy and more.

Whether you have a 5 seat contact centre or a large multi-site operation we'll provide you with expert advice to ensure you can achieve your business objectives.

ERIC YOUNG ASSOCIATES (Tele-Centre Assist Inc.)

Contact Center Consulting & Profit Improvement (Lean Six Sigma), Inside Sales, Efficiencies, Call Center Audit, Technology & vendor selection, Telephony, Recruiting, Training, Performance Management, Customer Journey Mapping, Software (CRM) Implementations

Lieber & Associates

Contact Center Consulting
Lieber & Associates assists organizations with contact center issues.This includes management, processes, training, and technology. The firm's assessments evaluate and make recommendations for 15 call center areas ranging from call seasonalities to staffing to better use of the telephone systems. Contact center technology services range from new technology selection and implementation to problem-solving and optimization to technical trouble-shooting. Senior consultants have more than 20 years of experience each and are leaders in their discipline. Clients span most business sectors.

Mpathy Plus

Mpathy Plus transform service, improve performance and provide operational support. We work in all areas of customer service and contact centres from initial strategy, feasibility studies, business cases, project management through to operational reviews, resource planning etc. We are independent and have vast experience of implementing, managing and changing contact centres and the customer experience.

Outsourcing Solutions Europe

Outsourcing Solutions Europe is an advisory firm that helps companies to find the right contact center/BPO partner to serve European customers

PCA Advisors Ltd

Contact Center Sales - growth and marketing strategies
I work with contact centers to position their companies to take advantage of opportunities that exist for them. We also work with their existing sales team to improve their communication and hunting skills. 'Growth' is our greatest ability.

Pelorus Associates

Marketing Communications
Pelorus Associates is a market research and marketing communications company that assists developers of contact center solutions by providing in-depth market research and by authoring white papers, e-books, and blog posts.


We can help You boost Your business results by:

- Building or developing high performing multi-channel customer care operations

- Improving metrics like Customer Satisfaction, Net Promoter Score (NPS), Customer Effort Score (CES), First Contact Resolution (FCR), Customer Retention rate, Inbound conversions

- Developing Your teams' skills to excel front and back-office operations and Customer relations

- Preparing and executing efficient Voice of the Customer and Customer Advocacy approach

- We will help You manage challenges and risks when changes affect people, operations and technology.


PT VADS Indonesia provides consultancies with trainers, modules, a development programs for individuals and/or teams. Types of consultancies provided by PT VADS: Knowledge Process, Transformation Consultancy, Customer Services, Contact Center, Leadership, Interpersonal Development, Motivation, Training for Trainers and Digital Marketing.

SCC Services Group

Contact Center Operations Performance Management
In today’s competitive business environment, contact center and marketing professionals are constantly challenged to manage a growing business, achieve superior performance levels and at times are asked to support services and products that are becoming more complex.

Faced with this reality, the consulting disciplines that SCC Services Group focuses on are operations management and service delivery excellence in the customer service, contact center and brand marketing arenas.

Our consulting practice puts emphasis on:

- Contact Center Operational Assessments
- Human Capital Management
- Organizational Structure
- Brand Marketing
- Strategic Planning
- Sales and Customer Care Tra...
(read more)

The Taylor Reach Group

Established in 2003, The Taylor Reach Group is an award winning, call, contact centre and customer experience consulting and advisory firm. The company is based in Toronto and has offices in New York, Atlanta, Washington, Ottawa, London, Bangalore, Hong Kong and Beijing. We are vendor agnostic and do not partner with technology or outsource agencies. The only one who pays us are our clients. Each of our consultants possess a minimum of 20 years of ‘hands-on’ call/contact center operational management experience. We do not sell the pyramid, the seasoned experts you deal with through the sales process are the same people who will complete your project.
Taylor Reach has worked with contact cen...
(read more)

Triad Services

Services Triad is a consulting firm with experience in the field of customer relations. He will celebrate his 25th professional anniversary in 2021. His facilitation skills and creativity allow him to work on many transformations related to the operational management challenges of customer contact centers.
With the support of his consulting team, he collaborates to many projects in Canada and abroad for public and private sector organizations. More than 275 consulting assignments and 150 benchmarking studies are part of his curriculum.

View more from RDI Corporation

Recent Blog Posts:
Superior Customer Care Creates True Customer LoyaltySeptember 19, 2017 5:00 AM
Great Customer Care Creates New Customers Through Word of MouthSeptember 12, 2017 5:00 AM
Using Social Media, Bots, and Well-Trained Reps To Create A Customer-Care-as-a-Service PlatformAugust 1, 2017 5:00 AM
Become a Service Maester: 5 Customer Care Lessons From Game of ThronesJuly 11, 2017 5:00 AM
The Importance of Employee Retention in Customer Care CentersJuly 6, 2017 5:00 AM
The Emotional Intuition Factor: Why Humans are More Important Than AI in Customer CareJune 29, 2017 5:00 AM
AI and Customer Care Bots: Freeing Your People For the Tough QuestionsJune 27, 2017 5:00 AM
Memory and Human Emotions: How AI Turns Big Data Into Customer InsightsJune 20, 2017 5:00 AM
Using  Customer Speech Analysis  With AI To Improve Call Center PerformanceJune 16, 2017 5:00 AM
How AI Can Evaluate Employee Speech Patterns to Boost Call Center ProductivityJune 13, 2017 5:00 AM



About us - in 60 seconds!

Submit Event

Upcoming Events

The place where the world's best meet and share their best practices!

A place for professionals to learn the latest and greatest strategies and ideas and to connect with the elite in the industry. 

This is the highest rated industry event with ... Read More...

Latest Americas Newsletter
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total =
session page-view-total =
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =