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The Art of Vulnerability in Customer Service

“It’s through vulnerability that human beings create connections. The more vulnerable we can be with one another, the more that we’ll trust one another and the more we’ll be able to collaborate effectively.”

  • Neil Blumenthal

Vulnerability; a very alien concept to some, but a very important one to others. What does it mean to be vulnerable with people? is it just a thought that lingers on or is it an actual feeling?

The concept of vulnerability can have a vast meaning in different contexts. Usually taken as a form of emotion, it is in no way considered to be applicable in the world of marketing.

But did you know this one concept can change your entire marketing strategies for good?

You heard that right!

When we talk about marketing, we cannot ignore customer services. And when we talk about customer services we cannot ignore human interactions. Therefore, this is where vulnerability plays a role in your marketing strategies.

Now you might be wondering how can we use this concept for the greater good of marketing? Here’s how:

For the most part of our lives, we’ve all been accustomed to a certain kind of lifestyle. That lifestyle involved various ways of communication. If you use those particular ways in your customer service interactions, we can achieve a certain level of trueness with your customers. This is what vulnerability is all about.

The problem with this world is that in the field of customer services we often forget the customers we are serving are humans let alone mere mortals. These customers may adhere to your sales pitch but they would expect a better human interaction overall.

The variation in customer service occurs so much that at some points the customers are given an omnipotent role to perform and at others, they aren’t even treated as people. With these extremities of our sales pitch seldom can we develop good customer relationships.

This is where vulnerability plays its cards. Here it is the concept that maintains a balance between the former and the latter. Once you show that side of vulnerability to your customer, they will automatically start trusting you better. That too, to a point where they might even consult you for their other future sales.

Therefore, when it comes to good marketing and even better sales, a good salesman is always vulnerable around their customers and vice versa.