The Presumption of Ignorance

A Major Obstacle in Customer and Medical Services

In the field of customer service, after-sales support (SAV), or the medical sector, the direct interaction between a representative or healthcare professional and their client or patient is of critical importance. This relationship often plays a decisive role in shaping the overall perception of the service quality, the company, or the healthcare system. However, a common attitude, the presumption of ignorance towards the client or patient, can quickly compromise this interaction and harm the image of the organization involved.

A Barrier to Customer Satisfaction

The presumption of ignorance occurs when front-line staff assume that the customer or patient lacks the necessary knowledge about a product, service, condition, or procedure. This attitude, often subconscious, leads employees to:

• Speak in a condescending manner;

• Repeatedly explain basic concepts;

• Respond as though the client's questions or concerns are unfounded or irrational.

In a medical setting, this approach may arise when a patient asks questions about their treatment or shares their own research. Healthcare professionals, often thinking they "know better," may downplay or ignore the patient’s concerns. Similarly, in after-sales support or customer service, a representative who assumes the customer lacks sufficient knowledge of the product or regulations may adopt a paternalistic tone, diminishing trust and openness in the conversation.

Negative Impact on Patient or Client Experience

This presumption of ignorance directly affects the patient or client experience and, more broadly, their satisfaction:

• Devaluation and frustration: The customer feels devalued, frustrated by a lack of genuine listening and consideration for their knowledge. This erodes trust in the company or healthcare institution, creating a gap between their expectations and what is being delivered.

• Perception of poor quality: Even if the company or medical service offers a high-quality product or care, the client’s perception will be negative if they feel infantilized. A poor interaction with a representative or healthcare worker can tarnish the image of a brand or institution, regardless of the actual excellence of its services.

• Loyalty and negative word-of-mouth: A client or patient who feels their concerns are dismissed is unlikely to return. Furthermore, they are highly likely to share their negative experience with others, amplifying the negative impact.

Moving Towards Empathetic Listening

Rather than presuming ignorance, front-line staff must adopt an approach of empathetic listening and acknowledgment of the client or patient's knowledge. This approach is based on several key principles:

• Recognize the client’s knowledge: It’s essential to start from the assumption that the client or patient may have a deep understanding of their issue or need. Rather than assuming they are ill-informed, it is important to value their research and personal experiences. This simple gesture demonstrates respect and fosters constructive dialogue.

• Show empathy: Empathetic listening involves putting oneself in the client’s shoes, understanding their concerns and emotions, even if these seem unfounded. Instead of dismissing their ideas outright, it’s preferable to welcome their questions and address them with seriousness and kindness.

• Adopt a proactive attitude: Rather than taking a purely reactive or defensive stance when dealing with customer inquiries, employees should anticipate questions, actively listen, and offer tailored solutions that respect the client's knowledge and expectations.

Frontline Staff: The Massive Impact on the Company

Employees in direct contact with clients or patients represent the frontline of a business or medical service. They are the face of the service being offered. Their role is fundamental in establishing trust and ensuring a positive experience, even in difficult or tense situations.

The success of these interactions often depends on the ability to overcome the obstacle of the presumption of ignorance. By adopting a respectful and empathetic listening posture, employees can:

• Transform a potentially confrontational situation into a positive interaction;

• Ease the frustrations of the client or patient while providing clear and appropriate responses;

• Strengthen the reputation of the company or institution through a service perceived as humane and respectful.

The Key to Success: Overcoming Biases to Improve Quality

Ultimately, the presumption of ignorance is a major barrier to a satisfying customer or patient relationship, but it is also a challenge that can be easily overcome. By adjusting their approach, actively listening, and respecting the knowledge and concerns of the client or patient, employees can not only improve the quality of service but also turn everyday interactions into genuine opportunities for loyalty and long-term satisfaction. Adopting empathetic listening and over-respecting the client or patient is not only a moral imperative but also a winning strategy for any organization concerned with its image and the satisfaction of its audience.