Predictive customer profiling: a way for predicting your customers' next move (#7)
Reading Customers Like A Book
Have you seen the Green Mile?
The movie came out in 1996 and it tells the story of death row supervisor encounter with an unusual inmate who displays inexplicable healing and empathetic abilities.
It’s really good
It’s really sad.
Michael Clarke Duncan (RIP) crushed this role.
This came out in 1996, when E.R., Seinfeld, and Friends were the most popular TV shows.
This movie was a huge hit at the box office: 286.8 million DOLLARS
Check out this cool picture from behind the scenes:
Anyways, with the main character’s inexplicable healing and empathetic abilities, I started to wonder…
Everyday, Zoom has 300 million daily meeting participants…
But I’d be willing to be that the majority of 1:1 and 1:many meetings are executed poorly
What I got for ya today:
The method for analyzing every customers' thoughts and actions even before they take place
The best framework I’m learning highly, emotionally intelligent CSMs alongside psychology blogs that I’ve gotten my hands to better understand people
BONUS: Find your Myers-Briggs® Personality Type
What I’m learning:
Bad CSMs: Don’t prep, and wing their interactions with their customers
Good CSMs: Prep, but only care about what they’re saying to the customer
Great CSMs: Prep, AND care about how they’re delivering the message to the customer dependent on their personality
I used to only care about what my message said, but now I think just as much about how it is said.
And over the past few months, I've learned that as CSM leaders, we're better able to inspire and motivate our teams when we know more about not only our own communication styles but also those of the people we work with.
Yes, it's fluffy, but I'll do my best to break it down so you can use this method to predict what customers will think and do before they do it.
(It will also work in your personal life.)
1) Before I can understand other people, I need to figure out what kind of person I am. Find out your Myers-Briggs type by answering the questions on the side using the picture below.
My personality type: INFJ
These personality types are described as quiet, supportive and encouraging people who seek harmony in their relationships. They are sensitive individuals who appreciate and want to bring out the best in other people’s talents and abilities.
I may not agree with every description, but it gives me a baseline to be a bit more self-aware.
(Don’t just gloss over this picture. Click the photo, and answer the questions to try it for yourself)
2) I'm getting used to the questions so that I can make the connections in my head during a meeting.
So, I can quickly figure out how I need to change my communication style to fit the person I'm talking to.
This is the hard part. I'm still not very good at it, but I'm getting better.
3) Tailor the delivery based on the personality type.
How to do it is explained in more depth below... keep reading
How to Communicate Effectively with Every Myers-Briggs® Personality Type
I’ve broken down “Do’s” & “Do’s” for all the 16 different personality types. Some of the “do’s” and “dont’s” can sound repetitive. But that’s okay.
How I use this:
Time to time, I’ll imagine a customer I’ve spoken with using the picture above to figure out what kind of person they are. I will guess a few things about them based on how they talk.
Then, I'll use this section as a guide so I know how to deliver my message and make sure to stress those delivery types in my future meetings with the same customer.
ISTJ
Do’s: keep your arguments logical and simple. They're frustrated by tangents.
Dont’s: communicate linearly. ISTJs want to think things out before making a decision, thus brainstorming and spontaneous ideas aren't fun for them.
ISFJ
Do’s: define your topic at the start of the meeting. Be clear on your goals. Give instructions in a step-by-step manner.
Dont’s: don’t rush them into making a decision; they prefer to think things over and analyze situations.
INFJ
Do’s: they're big-picture people who want to know how your message fits into a wider plan. Ask for their ideas, insights, creative solutions, and possibilities
Dont’s: expect them to reject "tried-and-true" methods as a data point.
INTJ
Do’s: complex problems or long-term plans will pique their interest. Recognize their intelligence and analysis
Dont’s: don’t overwhelm them with a bunch of concrete details. They will ask for details if necessary, but they will first want to see the “big picture”.
ISTP
Do’s: express that there’s a practical, immediate application for what you’re talking about and that you have a logical rationale behind what you’re saying
Dont’s: ISTPs are quiet and careful with their words. You may miss an essential message if you talk over them
ISFP
Do’s: show that you’ve thought through what you’re saying and that you’ve considered their personal experience and values.
Dont’s: don’t push them into social engagements or public speaking as this can be very stressful for them
INFP
Do’s: focus on how your message will benefit others or how your message provides creative opportunities
Dont’s: Don't get too attached to one rule or plan. INFPs like to change plans after they've thought about them
INTP
Do’s: it’s important to be logical and open-minded. INTPs like to analyze and consider many possibilities and angles
Dont’s: don't insist that they follow strict rules or the "tried-and-true" method. As intuitive people, they are more likely to find new ways than to use methods that have been used before.
ESTP
Do’s: to persuade an ESTP, focus on practical application or enjoyment. ESTPs enjoy an element of risk, so appeal to their ability to take smart, calculated chances.
Dont’s: don’t talk down to them or underestimate their logical mindset.
ESFP
Do’s: explain how your message will benefit others or has a practical application
Dont’s: are people of the moment and can be stressed by having to project far off into the future. Don’t “beat around the bush”
ENFP
Do’s: when speaking with an ENFP, it’s important to be open-minded and willing to brainstorm. ENFPs see numerous possibilities everywhere and love to discuss them with others
Dont’s: don’t focus on numerous concrete details, this will frustrate them. They will ask for details if they need them. Don’t shut down their possibility-focused mind
ENTP
Do’s: to gain their interest, discuss new/ingenious/novel ideas and theoretical possibilities.
Dont’s: don’t stifle their brainstorming or make them conform to rigid rules, this will frustrate them
ESTJ
Do’s: to win their trust, make sure you show that you are responsible and have plenty of objective logic behind your message.
Dont’s: don’t appeal to them on an emotional level. They tend to distrust emotions
ESFJ
Do’s: to win their trust, be honest and polite and explain how you feel about what you’re saying. To persuade them, show how your message correlates with their value system or positively impacts people
Dont’s: do not accuse them of being irrational if they become emotional. Don’t jump all over the place while talking, try to keep your message clear and linear.
ENFJ
Do’s: when speaking with an ENFJ, focus on the big picture and how your message will positively impact humanity
Dont’s: the ENFJ likes to “talk things out” and will feel frustrated if someone hurries them along too much
ENTJ
Do’s: to gain their trust, make sure your opinions are researched and well-thought-out.
Dont’s: don’t make emotional appeals to get your point across and don’t waste time with social niceties and excessive tactfulness. Don’t “suck up” to them or try to win them over with flattery.
That’s it for today
Are you diggin’ the vibe of NLCS thus far? I’m in pursuit of trying to create the content I wish I had.
Did you learn something? Do you know anyone who could find this beneficial?
My aim is to keep my learnings real, relevant, and relatable.
Until next time my friend :-)
RK
P.S. If you know any Customer Success professionals who could benefit from this level of transparency, I would love to bring them into our small circle of people who care about Customer Success. Please feel free to forward this article and others from the NLCS (New Laws of Customer Success) universe to grow our tight-knit community one person at a time.
