LISTENING TO THE CUSTOMER

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By the conclusion of this presentation

You will not only be able to describe why listening is important to customer service, but, youll also be able to:

1. 2. 3. 4. 5.

Define four steps in the listening process List the characteristics of a good listener Recognize the causes of listening breakdown Develop strategies to improve your listening ability Use information-gathering techniques learned to better serve customers

WHAT IS LISTENING ?

WHY IS LISTENING SO IMPORTANT?

In effort to be a better customer service professional (CSP), it is necessary to improve our listening skills.
Listening effectively is the primary means in which many CSPs use to determine the needs of their customers. A skilled listener will pick up on a customers words, through interferences, indirect comments, and nonverbal signals.

Hearing is a passive physiological process of receiving sound waves and transmitting them to the brain, where they are analyzed. Attending is the means in which our brain began to focus and sorts out everything being heard. After sorting our brain moves to comprehending by means of decoding and assigning meaning. While assigning meaning our brain sifts through our mental catalog called memory in search of recognition. Based on the outcome of recognition, our brain can now respond. Responding involves forming the appropriate words and mannerisms for speech responding to our customers.

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CHARACTERISTICS OF A GOOD LISTENER?

Successful listing is essential to service excellence. Here are characteristic types of:

EFFECTIVE LISTENERS Focused Responsive Alert Understanding Caring Empathetic

IN-EFFECTIVE LISTENERS Inattentive Uncaring Distracted Unconcerned Insensitive Smug/conceited

Unemotional
Interested Patient Cautious Open

Emotionally involved
Self-centered Judgmental Disorganized Defensive

Common characteristics possessed by most effective listeners are:

Empathy - lets place ourselves in our customers shoes how would I feel if that were me? Understanding - listen as the customer verbalizes their needs, examine their mannerisms eyes, hands, stance, minor expressions.

Patience practice care while deciphering the customers need monitor your own body language use meekness.
Attentiveness focus on your customer, your eyes and lips should be relaxed smile where appropriate, nod in acknowledgement, use minimal gestures. Objectivity avoid subjective opinions or judgments. Do not make assumptions allow the customer to describe their needs, wants, and concerns.

CAUSES OF LISTENING BREAKDOWN

Interruptions: phones ringing, people talking, caught up in information overload, electronic/machinery equipment, and physical barricades, may contribute to poor customer service. We must be aware of and recognize factors that can have a negative impact on our listening skills, such as: Personal obstacles -individual characteristics, qualities that get in the way of focusing on the customer

Biases - preconceived notions, assumptions Psychological distracters being angry or upset, or not wanting to deal with a particular person or situation Physical condition our mind and body state of wellness and fitness.

Note: All people have a natural 24-hour biological pattern termed Circadian Rhythm. This physiological cycle is associated with the earths rotation. It affects metabolic and sleep patterns in humans as day replaces night. Proper rest is important, as it effects our mood and ability to function

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Did you know?

Your brain is capable of comprehending messages delivered at rates of,
much as four to six times faster (thought speed) than the speed at which the average adult speaks. In the US this rate is approximately 125 to 150 words per minute.

The difference between the two rates can be referred to as a lag time or listening gap, during which the mind is actually momentarily idle or focused

on another activity.

STRATEGIES FOR IMPROVED LISTENING:

The very best strategy is to listen more than you talk!

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Information Gathering Techniques

The purpose of listening to our customers is to gather information about their needs or wants, decipher content, then prepare to act respond to the customer. To collect data from the customer, use Open-End and Closed-End questions. Open-End Question: How may I assist you today? Close-End Question:

Do you need help selecting a tie?

About FEEDBACK
In order to generate meaningful responses from customers, let us all:
Avoid being critical in the way we ask questions Ask only positively phrased questions Ask direct questions Ask customers how you can better serve

Do You Recall? Match the answer from the right, with the statement on the left. a. Listen more talk less

1.

Define four steps in the listening process

2.

List the characteristics of a good listener

b. Hearing, Attending, Comprehending, and Responding

c. Interruptions (phone ringing, outside noises, information overload), Disturbed (angry, not feeling well) and Biases (preconceived notion, assumptions) d. Ask specific open-end and closedend questions e. Empathetic, Understanding, Patient, Attentive, and Objective

3.

Recognize the causes of listening

breakdown
4. Develop strategies to improve your listening ability 5. Use information-gathering techniques learned to better serve customers

Thank You for listening!

Prepared by: Sonya O. Pressley

CRM, Course MAN2163 2012, EU Boca Campus