Emotional Connection

CS Learning Café
Introduction – Why Emotional Connection?

Connecting is at the heart (middle) of a great contact structure

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Emotional Connection
• Why is it important to build an emotional connection with your
customers?

• How do you build an emotional connection with your customers?

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Emotion Connection, You & Amazon
• Do you think making an emotional connection with your customer is
important in your role as a CSA? Why?

• Do you think Amazon believes having an emotional connection with

your customer is important?
Emotional Connection, You & Amazon
Yes, having an emotional connection with your
customers is extremely important to Amazon.

Earlier this year, we added ‘Reassuring’ to the

customer feedback process along with ‘Friendly’,
‘Knowledgeable’ and ‘Understandability’.

Building an emotional connection can positively

impact your RAP and CCX score.
Amazon Confidential
Emotional Connection Workshop Agenda
• Building Rapport

• Did you apply Empathy today?

• Active Listening

• Customer Stories

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Emotional Connection - Building Rapport
• What does building a rapport mean?

• How does building a rapport help to make connections with your

customers?

• Let’s Practice!
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Emotional Connection - Empathy

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Applying Empathy in the Contact Flow

Allow your Immediately offer

Clarify Acknowledge your
customer to speak an apology
understanding by customer’s
without specific to the
paraphrasing. feelings.
interruption. problem

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Let’s Review a Contact!
CSA: Can you tell me a little more about this problem?
Customer: Well it says that …… this is the second time this has happened.
CSA: Mmm-hmm
Customer: But the last one was delivered down the street, the address wasn’t even close.
CSA: No Way
Customer: And now I looked at the update and it said that it had been delivered…… I have looked
around and they usually leave it by the door. But it’s not there. I walked up and down the street to
see if there was any packages out in front of my neighbour’s houses…… and asked a couple of them if
they seen anything and they said “no”.
CSA: OK
Customer: So I’m sure that it’s probably been delivered some place else, but I got to tell you this is
really, excuse the language, p***ing me off. Once is one thing but to have it happen TWICE in a row?!
CSA: I totally agree with you and I would feel just as frustrated and upset, because I can it hear it in
your voice. I’m putting myself in your shoes as a customer and I would feel disappointed as well. I’m
sorry you’ve experienced this not just once but twice as you mentioned earlier. I’ll be more than
happy to take a look at this for you.

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Customer: I give people a couple of chances but if somebody can’t look at the address or street name …
CSA: Yeah mmm-hmm
Customer: …. Then you’ve got a problem.
CSA: Totally, I understand. OK, I’m looking at the order details here. This package was being delivered by
USPS, which is the United States Postal Service.
Customer: Oh it is? Well then it could be down at the post office box. My wife usually picks that up when
she gets home from work because it’s down the street.
CSA: Okay
Customer: Maybe what I’ll do is walk down there and see if it’s there. Most of our recent orders have
been delivered by UPS, so we just thought that was who would be delivering this one. And I didn’t see – let
me just go back and check the order – because this could be on me making assumptions, and I try not to do
that. I taught my kids don’t assume anything and here I am doing it.
CSA: Oh that’s okay, no worries. We can all do that sometimes.
Customer: It doesn’t say ….. I don’t see ….. Oh yeah! Here’s carrier over here: USPS. I’ll go out and
check. I’ll walk down to the box just now and see if it’s in there.
CSA: Well, here’s what I’d like to do with you. I’d like to set a follow-up and call you back to make sure
you got your order, how long will it take for you to walk there and back?
Customer: It’ll probably take me about 5-6 minutes.
CSA: Let me give you a call back in 10 minutes?
Customer: That’s be great because I’ve got to put some socks & shoes on. [Laughing]
CSA: [laughing] ok, good. So I will call you back on this number in 10mins.
Customer: OK, bye!

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Let’s Review Again …..
CSA: Can you tell me a little more about this problem?
Customer: Well it says that …… this is the second time this has happened.
CSA: Mmm-hmm
Customer: But the last one was delivered down the street, the address wasn’t even close.
CSA: No Way
Customer: And now I looked at the update and it said that it had been delivered…… I have looked
around and they usually leave it by the door. But it’s not there. I walked up and down the street to
see if there was any packages out in front of my neighbour’s houses…… and asked a couple of them if
they seen anything and they said “no”. This is the point where the CSA can see & understand what the issue is.
CSA: OK
Customer: So I’m sure that it’s probably been delivered some place else, but I got toa tell you this is
really, excuse the language, p***ing me off. Once is one thing but to have it happen TWICE in a row?!
CSA: I totally agree with you and I would feel just as frustrated and upset, because I can it hear it in
your voice. I’m putting myself in your shoes as a customer and I would feel disappointed as well. I’m
sorry you’ve experienced this not just once but twice as you mentioned earlier. I’ll be more than
happy to take a look at this for you.
Amazon Confidential
Customer: I give people a couple of chances but if somebody can’t look at the address or street name …
CSA: Yeah mmm-hmm
Customer: …. Then you’ve got a problem. This is the point where the CSA starts to explain it.
CSA: Totally, I understand. OK, I’m looking at the order details here. This package was being delivered by
USPS, which is the United States Postal Service.
Customer: Oh it is? Well then it could be down at the post office box. My wife usually picks that up when
she gets home from work because it’s down the street.
CSA: Okay
Customer: Maybe what I’ll do is walk down there and see if it’s there. Most of our recent orders have
been delivered by UPS, so we just thought that was who would be delivering this one. And I didn’t see – let
me just go back and check the order – because this could be on me making assumptions, and I try not to do
that. I taught my kids don’t assume anything and here I am doing it.
CSA: Oh that’s okay, no worries. We can all do that sometimes.
Customer: It doesn’t say ….. I don’t see ….. Oh yeah! Here’s carrier over here: USPS. I’ll go out and
check. I’ll walk down to the box just now and see if it’s in there.
CSA: Well, here’s what I’d like to do with you. I’d like to set a follow-up and call you back to make sure
you got your order, how long will it take for you to walk there and back?
Customer: It’ll probably take me about 5-6 minutes.
CSA: Let me give you a call back in 10 minutes?
Customer: That’s be great because I’ve got to put some socks & shoes on. [Laughing]
CSA: [laughing] ok, good. So I will call you back on this number in 10mins.
Customer: OK, bye!

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Placeholder for additional calls
Emotional Connection – Active Listening
• What does active listening mean?

• Does active listening help to make a connection? Why?

• Let’s Practice!
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Active Listening
• What were all the issues the customer mentioned?

• How is the customer feeling?

• How would you respond to start making a connection?

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Customer Stories
Time to Practice!
 “I've seen a “Do you have the transaction ID from
your bank statement. That will allow
charge on my me to find it.”
card today from
Amazon, but I
haven't ordered “Are you sure it was a charge from
anything for Amazon? What did it say on your
weeks!” statement?”

“I'd want to know why that

happened if it was me, let me see if
I can find the charge.”

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 “I've found the charge and it's on another
Amazon account. I understand it's your card and
while I can’t give out information about another
Amazon account I can reach out to the person
“Oh okay…. who used it and asked them to contact you, as it
looks like someone you know.”
(customer
provides details “I can see the charge and you are correct, it is
of charge)” from Amazon but it's not a charge your own
Amazon account. The Data Protection Act doesn't
allow me to tell you who it is or what it is they
have bought, but I'll email them.”

“I’ve found the charge on another Amazon

customer’s account. If they are using your card
without your permission you should report it to
your bank. They will need to cancel the card if it
is being used fraudulently.”

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 “I've found the charge and it's on another
Amazon account. I understand it's your card and
while I can’t give out information about another
“Great, thank you Amazon account I can reach out to the person
who used it and asked them to contact you, as it
…. The details are looks like someone you know.”
(customer
provides details “I can see the charge and you are correct, it is
from Amazon but it's not a charge your own
of charge)” Amazon account. The Data Protection Act doesn't
allow me to tell you who it is or what it is they
have bought, but I'll email them.”

“I’ve found the charge on another Amazon

customer’s account. If they are using your card
without your permission you should report it to
your bank. They will need to cancel the card if it
is being used fraudulently.”

Amazon Confidential
 “I've found the charge and it's on another
Amazon account. I understand it's your card and
while I can’t give out information about another
“Of course I am, I Amazon account I can reach out to the person
can see it on my who used it and asked them to contact you, as it
looks like someone you know.”
statement … it
shows (customer “I can see the charge and you are correct, it is
provides details from Amazon but it's not a charge your own
Amazon account. The Data Protection Act doesn't
of charge)” allow me to tell you who it is or what it is they
have bought, but I'll email them.”

“I’ve found the charge on another Amazon

customer’s account. If they are using your card
without your permission you should report it to
your bank. They will need to cancel the card if it
is being used fraudulently.”

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 Good Job!

Your customer is happy!

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

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 You’ve provided the correct
information but how do you think
your customer is feeling right now?

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

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 Uh Oh! Your customer is unhappy!

You’ve provided the correct

information so why do you think
your customer is feeling unhappy
right now?

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

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 Awesome Job!

Your customer is very happy!

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

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 Uh Oh! Your customer is very
angry!

You’ve provided some correct

information so why do you think
your customer is feeling angry
right now?

We need to do much better with

the next story!

To try another customer story – click here!

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 “That's not good, I love my toast in
“My new toaster's the morning. I'm sorry this has
arrived but it's happened. Let's see if we can get
damaged and this sorted for you.”
doesn't work. I need
my breakfast or I’ll “I'm sorry to hear that. Can you tell
never survive the me if the box damaged when it
day!” arrived, or was it after you opened
it?”

“Do you want a replacement or a

refund? I have the option

Amazon Confidential
 “I've created a free replacement and it will be
with you tomorrow. I can also help with the pre-
paid return label. If your not familiar with our
You check the order, the toaster
returns process.”
was sold & fulfilled by Amazon
just over 6 months ago. The
toaster is in stock and available
for replacement. “We still have them in stock so I’ve replaced
it for you now. Remember you'll have to send
the defective one back. Can I help you with
anything else?”

“Do you want a replacement or a refund? I have

the option for both. Just tell me what you would
prefer and I’ll do it for you right away?”

Amazon Confidential
 “I've created a free replacement and it will be
with you tomorrow. I can also help with the pre-
paid return label. If your not familiar with our
You check the order, the toaster
returns process.”
was sold & fulfilled by Amazon
just over 6 months ago. The
toaster is in stock and available
for replacement. “We still have them in stock so I’ve replaced it
for you now. Remember you'll have to send the
defective one back. Can I help you with anything
else?”

“Do you want a replacement or a refund? I have

the option for both. Just tell me what you would
prefer and I’ll do it for you right away?”

Amazon Confidential
 “I've created a free replacement and it will be
with you tomorrow. I can also help with the pre-
paid return label. If your not familiar with our
You check the order, the toaster
returns process.”
was sold & fulfilled by Amazon
just over 6 months ago. The
toaster is in stock and available
for replacement. “We still have them in stock so I’ve replaced it
for you now. Remember you'll have to send the
defective one back. Can I help you with anything
else?”

“Do you want a replacement or a refund? I have

the option for both. Just tell me what you would
prefer and I’ll do it for you right away?”

Amazon Confidential
 Good Job!

Your customer is happy!

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

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 Awesome Job!

Your customer is extremely happy!

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

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 You’ve provided options however
your customer doesn’t feel like
you listened or understood how
they are feeling.

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

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 Great Job!

Your customer is very happy!

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

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 Uh Oh! Your customer is unhappy!

You’ve provided the correct

information but how do you think
your customer is feeling right now?

Is there anything you could have

done better to make a better
customer connection?

Let’s try another customer story – click here!

Amazon Confidential
 “I'm sorry to hear you didn’t receive your
“I should have delivery yesterday, I can understand a late
had my delivery delivery may be frustrating. Let me have a
yesterday, but it look and see what’s going on.”
hasn’t arrived and
there’s no
information on your “Sorry to hear that, I’m going to put you on
website. Where hold while I investigate this for you. I’ll
need to look at the tracking. I won’t be too
is it?” long.”

“Sounds like it’s running late. Sorry about

that, I’m sure it will turn up soon. Often
late deliveries arrive a few days after their
due.”

Amazon Confidential

You check the order and can see
the carrier has stated it has been
delayed. There is a SYSKA on the
order. The tracking shows that the
order is with the carrier and it is
scheduled for delivery tomorrow.
“Our carrier has reported its running a
little late. I've checked the tracking and it
will arrive tomorrow. I know it was due
yesterday and this may be disappointing.
Would delivery tomorrow still
be ok for you? “
“The tracking shows it is with the carrier, it
appears it was delayed due to internal
factors. The good news is they do have it
and you will probably get it tomorrow.”

“Your parcel has been delayed but we still

expect it to be delivered, but you’ll have to
wait another 3 days before we can replace.
I’ve issued a £5.00 promo to your account.”

Amazon Confidential

You check the order and can see
the carrier has stated it has been
delayed. There is a SYSKA on the
order. The tracking shows that the
order is with the carrier and it is
scheduled for delivery tomorrow.
“Our carrier has reported its running a
little late. I've checked the tracking and it
will arrive tomorrow. I know it was due
yesterday and this may be disappointing.
Would delivery tomorrow still
be ok for you? “
“The tracking shows it is with the carrier, it
appears it was delayed due to internal
factors. The good news is they do have it
and you will probably get it tomorrow.”

“Your parcel has been delayed but we still

expect it to be delivered, but you’ll have to
wait another 3 days before we can replace.
I’ve issued a £5.00 promo to your account.”

Amazon Confidential

You check the order and can see
the carrier has stated it has been
delayed. There is a SYSKA on the
order. The tracking shows that the
order is with the carrier and it is
scheduled for delivery tomorrow.
“Our carrier has reported its running a
little late. I've checked the tracking and it
will arrive tomorrow. I know it was due
yesterday and this may be disappointing.
Would delivery tomorrow still
be ok for you? “
“The tracking shows it is with the carrier, it
appears it was delayed due to internal
factors. The good news is they do have it
and you will probably get it tomorrow.”

“Your parcel has been delayed but we still

expect it to be delivered, but you’ll have to
wait another 3 days before we can replace.
I’ve issued a £5.00 promo to your account.”

Amazon Confidential
 Awesome Job!

Your customer is very happy!

Is there anything you could have

done better to make a better
customer connection?

Click Next

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 Good Job!

Your customer is happy!

Is there anything you could have

done better to make a better
customer connection?

Click Next

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 You’ve confirmed the parcel is on
it’s way however your customer
doesn’t feel like you listened or
understood how they are feeling
and is a bit confused.

Is there anything you could have

done better to make a better
customer connection?

Click Next

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 Uh Oh! Your customer is unhappy!

You’ve provided some correct

information so why do you think
your customer is feeling unhappy
right now?

Is there anything you could have

done better to make a better
customer connection?

Click Next

Amazon Confidential
 Uh Oh! Your customer is very
unhappy!

You’ve provided some correct

information so why do you think
your customer is feeling angry
right now?

Is there anything you could have

done better to make a better
customer connection?

Amazon Confidential
Emotional Connection – Best Practice
• Don’t rush in. Listen to your customer’s story!

• Keep the rapport building appropriate.

• Start fresh with each customer.

• Be aware of hold times.

• End on a positive and get your customer’s agreement & understanding.

Time to Reflect!
• Think about today’s workshop and all the
skills we discussed.

• Which skills stood out to you and why?

• Are there any new skills you learnt today?

• What will you do to make an emotional

connection with your customers during
your next contact?