Customer Experience

Meet the Customers

Let’s get re-acquainted with our five customers.

Customer 1

Michael Tyler

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Customer 2

Ed & Tina Martin

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Customer 3

Anna Suarez

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Customer 4

Danny Yu

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Customer 5

Katie Matthews

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Story is King

Consider ways to share these stories with your customers—and look for stories to add to the collection. Use unique insights into Honda’s approach and our products to help connect with your customers.

DIGITAL STORYBOOK

Mindset

It’s essential to meet customers where they are in the sales experience; not everyone starts at step 1—and no one wants to repeat steps when they move from online to in-dealership and back again.

Empathy and active listening can help you understand the customer’s mindset and deepen your connection.

The difference between Empathy and Sympathy:

“Empathy fuels connection. Sympathy drives disconnection.”

– Brene Brown
American Author, Researcher and Professor

Examples:

Sympathy

  • “I’m sorry that happened to you.” This sympathetic statement creates distance between you and the customer.
  • “Let’s try to turn that around.” This sympathetic statement subtly dismisses whatever issue the customer is dealing with.

Empathy

  • “I can imagine how that feels.” This empathic statement places you in your customer’s shoes.
  • “What are you thinking right now?” This empathic question lets the customer know that you want to know what the customer is thinking and that their feelings are important.

Gratitude shows customers how you feel, delivering on their expectation for transparency. 

Gratitude in the workplace leads to:
  • Increased happiness
  • Greater satisfaction with life
  • Higher resilience to stress
  • Fewer headaches and illnesses.

– Forbes

Mindset Activity

Create a thank-you for your customer—it can be a video, text, email or post to share.

Measuring Up

Verbal and non-verbal communication skills are esential to customer relationships. How can you create positive customer experiences that build connection?

Customer Engagement Skills

Overall

  • Meet customers where they are in the purchase process
  • Share key brand, product and feature stories
  • Share how-to videos and other resources
  • Demonstrate empathy
  • Express gratitude
  • Respect the customer’s time


Communication Skills

  • Listen actively
  • Speak clearly
  • Match customer’s pace (not too fast or too slow)
  • Appropriate pauses for conversation and engagement
  • Use easy-to-understand language
  • Make eye contact
  • Use open-handed gestures
  • Smile

Active Listening Activity

What do you recall?

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