The Art of Concise Customer Communication, According to Shep Hyken

In a recent LinkedIn post, customer service expert •Shep Hyken discusses the crucial difference between providing customers with the information they need and overwhelming them with excessive detail. Hyken argues that while customers desire information, they do not necessarily want an exhaustive explanation, a nuance he believes many customer-facing professionals miss.

Hyken highlights a common pitfall where well-intentioned sales and support staff overexplain policies and procedures, believing that more detail equates to a better customer experience. However, he posits that this approach can often be counterproductive.

“Customers want information. But that doesn’t mean they want all the information. There’s a difference.”

This distinction is central to Hyken’s argument. He elaborates on how employees might delve into the specifics of a company policy, its origins, and the reasons behind limitations, all with the aim of reassuring the customer. While the intent is positive, the outcome, according to Hyken, may not align with the customer’s actual needs or preferences.

The Pitfalls of Over-Explanation

Hyken points out that the desire to be thorough can inadvertently lead to confusion or frustration for the customer. Instead of feeling reassured, customers might become bogged down in details that are irrelevant to their immediate concern. This can detract from a positive customer experience, even when the employee’s intentions are to be helpful.

“Salespeople and customer support reps sometimes believe that more explanation creates a better customer experience. So, they overexplain, thinking that this will reassure the customer.”

According to Hyken, the key lies in understanding the customer’s specific need for information. The goal should be to provide clarity and resolution efficiently, rather than to educate the customer on every facet of a policy or process. This requires empathy and an ability to gauge what information is truly necessary.

Striking the Right Balance

The challenge, as Hyken implies, is for businesses to train their teams to strike this delicate balance. It involves active listening to understand the core of the customer’s query and responding with targeted, relevant information.

“They may go into detail about a company policy, why it exists, what they can’t do, why they can’t do it, and more. While their intentions may be good, the result may not be.”

In Hyken’s view, a superior customer experience is often built on efficiency and clarity. Providing just the right amount of information—enough to answer the question and resolve the issue without unnecessary jargon or lengthy explanations—can significantly enhance customer satisfaction. This approach respects the customer’s time and cognitive load, leading to more positive interactions.