American service is oriented toward the individual. Each person is expected to be seen, recognized, and served as a specific individual with unique needs and preferences. Generic, one-size-fits-all service that treats every person identically feels impersonal and inadequate.
Americans want to feel that you understand their particular situation, that your service is responsive to their specific needs, and that they are not just another number in the queue. When serving American clients, personalize your approach. Use their name. Reference their specific situation.
Demonstrate that you understand what they need as an individual. The more your service feels tailored to them specifically, the more positively they will evaluate it. The opposite — feeling like they are receiving a standardized response that could apply to anyone — undermines their confidence in your service.
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