Below is a presentation I gave on how to deduce and understand user needs. The information is based on scientific studies of human behavior and is applicable not only to customer service, but to all of our day-to-day interactions, as well.

Video

Chapters

• 0:04 – Goals and agenda
• 1:11 – Introduction and background
• 4:33 – Encouraging self-sufficiency
  • Teaching versus doing
  • Using support pages
  • Potential issues
  • “The Power of ‘Because'”
• 16:34 – Dealing with needy users
• 21:45 – When the user gets combative
  • Understanding the angry user’s mindset
  • Two levels of angry
  • Changing the angry user’s mindset
  • Creating empathy and finding solutions
  • Offering alternative solutions
• 34:25 – General strategies to defuse user anger
  • Level 1 or Level 2?
  • Six strategies
• 46:05 – Verbal kung-fu
  • Showing humanity
  • Understanding social dynamics
  • Negotiating versus mandating
• “The Social Consequences of Expressive Suppression”
  • Reaching a happy compromise
• 1:04:47 – Bibliography and references

Studies

• The Power of “Because,” Ellen Langer
• The Social Consequences of Expressive Suppression, Frank Wilhelm et al.
• Mimicry in Social Interaction: Its Effect on Human Judgment and Behavior, Nicolas Gueguen et al.
• Liking a Person as a Function of Doing Him a Favour, Jon Jecker, David Landy
• Superfluous Apologies Demonstrate Empathic Concern and Increase Trust, Alison Wood Brooks et al.

Books

• Social Intelligence: The New Science of Human Relationships, Daniel Goleman
• Nonviolent Communication, Marshall B. Rosenberg
• Crucial Conversations: Tools for Talking when Stakes are High, Kerry Patterson et al.
• Influence: The Psychology of Persuasion, Robert Cialdini