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LISTENING TO THE CUSTOMER

Chapter 5

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WHY IS LISTENING SO IMPORTANT?

Listening effectively is the primary means to CS professional use to determine the needs of their customers

Needs- whatever the customers wants or expects you to provide

These needs are not communicated directly-through inferences, indirect comments, nonverbal signal

Skill listener-pick up cues and conduct follow up Untrue- anyone can listen effectively Father of listening- 25% efficiency rate when

listening; 75% message is lost

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WHAT IS LISTENING?

Primary means of gathering info from customer or other person

True listening-active learned process When listen actively- go through a process

consisting of various phases1. Hearing or receiving message2. Attending 3. Comprehending or assigning meaning 4. Responding

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The Listening Process

Attending(2)

Comprehending(3)

Hearing (1)

Responding(4)

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Hearing

Passive physiological process of receiving sound waves and transmitting them to brain (where they are analyzed)

Simple process External noise and internal distracter will

make customer messages lost or distorted

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Attending

Brain goes to work focusing on-what has heard

In the process-it sorts out everything being heard

Deciding what’s important so can focus attention on the proper sound

Extremely difficult when receiving multiple messages or sounds

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Comprehending or Assigning Meaning

Brain begins a process or comprehending to what you heard

Brains has files-sounds, sights, shapes, images, on various topics- it sorts through

It compares what was heard to what is stored

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Responding

Last phase in the listening processThe words select-the way deliver them All have meaning All affect the way others perceive and

interpret message

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CHARACTERISTICS OF GOOD LISTENERS

EmpathicUnderstandingPatientAttentiveObjective

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CAUSES OF LISTENING BREAKDOWN

Personal obstacle Biases Psychological distracters Physical condition Circadian rhythm Preoccupation Hearing loss Listening skill level Thought speed Faulty assumption

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External obstacle Information overload Other people talking Ringing phones Speakerphones Office and maintenance equipment Physical barriers

Additional obstacle Customer themselves can negatively affect

communication-through their inability to convey a message

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POOR LISTENING INDICATORS

Customers seek othersYou miss key detailsYou have to ask to repeatUnsure of action requiredCustomer’s question your listeningDaydreaming / distractionMiss nonverbal cuesIncorrectly answer questions

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LISTENING STRATEGIES

Stop talkingPrepare yourself to listen Listen activelySend positive nonverbal cuesDo not argueTake notesAsk questions

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INFORMATION GATHERING TECHNIQUES

Open-ended questionsClosed-end questions

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OPEN-ENDED QUESTIONS

Identify customer needsGather a lot of informationUncover background dataUncover objectivesGive customer opportunity to speak

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CLOSED-END QUESTIONS

Verify informationClose an orderGain agreementClarify information

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ADDITIONAL QUESTION GUIDELINES

Avoid criticismAsk positive questionsAsk direct questionsAsk how you can serve

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END OF CHAPTER 5

THANK YOU