Blog Post

Getting into the customer’s head or the origins of customer psychology

Psychology is your sales tool. Know the psychology of customer service. What is the point? A person is a set of basic needs, interests, complexes, and everything else, adaptable to the social status of everyone. The company’s marketing selects the right segment of people for its product and studies the psychology of this level of society. We, as dedicated support for customers, know about the major points.

How do you combine marketing and psychology, and how do customer support agents fit in? Here, the customer service provider gives a detailed recipe for success below.

customer service behavior

What behavioral peculiarities agents should a high-quality customer support service

Customer behavior is specific and changes because of external factors. Factors change, and companies must constantly adapt to them. Now we consider the versatile characteristics that are worth paying attention to.

1. Nature of CommunicationІ

Communication with customers at the sales level becomes a matter in the activities of professionals in the business. Now, as a part of the new concept of cooperation, the strategic goal is to develop loyalty as the basis of favorable conditions for sales.

Communication is part of selling a product. Buyers make the final decision because of the influence of factors. Their impact and the reverse reaction of the buyer make up the essence of the communicative process in the trade sphere.

2. Propensity for spontaneous decisions

Sometimes we make our decisions under the influence of irrational thinking. For example, customers make abrupt, impulsive decisions when making purchases. According to research, many people decide to buy impulsively. Regardless of demographics and temperament, everyone has at least once gained something suddenly and unexpectedly. The study proves that emotions and feelings play a decisive role in the purchase and act much faster after looking at the product or under the influence of a carefully designed advertising message. 

“Individuals who have high impulse buying tendencies tend to do longer searches in the store, which results in positive reinforcement for impulse buying. This statement is relevant because research that states individuals who have high impulse buying tendencies are more sensitive and responsive to environmental cues, causing the individuals to become more included in impulse buying.”

— Professors Agung UTAMA, Hunik Sri Runing SAWITRI, Budi HARYANTO, Lilik WAHYUDI for  Journal of Distribution Science 19-7 

When you examine the behavior of your customer segment, pay attention to it.

3. Temperament types 

If you position your product as something excellent, your customers have to trust your company from first sight. It is a hard task. Therefore, we advise you to consider your temperament and compare it with your customer service behavior with a typical customer:

Sanguin is a soft type of buyer. He will never say no. He may listen to your proposal, be involved in the conversation, and encourage the discussion with cheerful exclamations, but he does not make a purchase.

Melancholics should work at the level of internal sensations. First, such buyers reject emotionality and risk. When selling, it is worth mentioning the reactions and recommendations of other buyers. The crucial factor here is melancholy can buy something only if the agent has established himself as an expert.

Cholerics have a fiery temper, and it is worth being careful with them. It is advisable to start a relationship by stating the essence of the proposal rather than going about it. A clear, concise presentation will suit your choleric submission. The seller’s speech should sound confident and impressive. Tell him about the fundamental facts. Choleriks are partial to the exclusivity of the offer.

Phlegmatics love details. They need to communicate with them as experts. Talk only with facts, more detailed information. They may not react to the novelty of your offer. The advantage will be on the side of proven products and offers. It is the type of buyer who is interested in documents, figures, and calculations.

customer service psychology

What agents should do to satisfy each customer

First takeaway

The attitude and behavior of the agent should always be friendly and customer-oriented. For this, you need to conduct communication tracking with each client and consider his behaviors. These include, for example, character, preferences, mood during past communications, and much more.

Second takeaway

The agent has to have a way of thinking of profits. During the conversation, he must adjust to the client, understand his message and, on the go, understand his basic needs. From this, you should immediately extract what the company can give the buyer. Then it remains only correct to present a service or product, so the customer wants to buy it.

Third takeaway

It is more interesting for retailers. As they most often need to use this approach to increase sales. Agents should use this technique in communication, but natively, as a direct focus on deficit is now perceived by the audience as a sell-off.


Communication with customers includes a lot of knowledge and skills that need to keep it under control and applied. It is especially about customer service psychology. Our team has gathered the fundamental facts that will help you and your agents better understand the psychology of buyers and transform their psychology into the right segment of the audience.
First, form a clear list of customer characteristics and constantly monitor them when interacting. Further, based on this, you can shape your sales psychology.
If you want to consult professionals, we recommend you book a call.
Let’s discuss your business model to find the best solution​