Unit 8 – Effective communication in Customer Service

1. Unit 8 – Effective communication in Customer Service

2. One of key attributes of a customer-focused organisation is its ability to communicate effectively with customers, with the goals to better understand and connect with them. It also allows us opportunities to build relationships, respect and trust.

3. What is communication? • Scenarios • A dog scratching at the back door • A baby crying • Entering your data etc at an ATM • A friendship request on Facebook • A bill from your Internet Provider • Your boss yawns while you are asking for a raise • You pause for a moment and look at the audience just before a 10-minute speech

4. More communication scenarios • Arms folded as you speak with a (an irate) customer. • Nodding your head from time to time as you listen to a customer • Pinching or stroking your chin • Maintaining eye contact while you listen • When we fail to maintain eye contact • You glance at your watch from time to time during the class.

5. For our purpose, communication can be defined as the process by which messages/information etc are transmitted between organisations and their customers through any medium. Generally, communication is the process by which messages are transmitted from one person to another through a medium/various media

6. In order for communication to take place, there needs to be a sender, a receiver (or multiple receivers), a channel, and of course, a message.For communication to be perceived as effective, Understanding your audience or target receiver is vital and Feedback is crucial. Feedback provides learning opportunity ad behaviour change for the company.

7. Effective Communication Cycle Source – Google images

8. Effective Communication Cycle Source - http://www.skillsyouneed.com/general/what-is-communication.html

9. Types of communication Intrapersonal Communication – With one’s self or within one’s mind Interpersonal Communication – With other people, requiring interaction with others

10. Forms of communication Verbal – Any kind of communication where words are used – face to face, telephone, podcasts, etc Non-verbal – Communication without words, Includes symbols, body language, kinesics – gestures displayed through body language/moving our body to convey a message, proxemics – how we position ourselves relative to others/physical distance (public zone, personal zone, social zone & intimate zone), how we dress, our gestures, tone and pitch of voice Written communication – all written materials produced by the firm. E.g. Brochures, letters, leaflets, etc Visualisations – Logos and other kinds of brand messages, maps etc. *Electronic communication –via social media includes Live Chats, Web/Podcasts, etc. Some might argue that this type of communication falls within the category of either verbal, non-verbal or written communication.

11. Verbal Communication • Businesses should ensure that they observe due protocol/etiquette when verbally communicating with customers • Verbal communication must be clear, focused, concise and goal-oriented • Customer-contact staff should be friendly, attentive and respectful • They should place close attention to personal presentation • They should know how to read their audience intelligently • They should utilise the skill of active listening in communicating with customers • The choice of language (including accents), medium/channel must be familiar and appropriate • Customer-contact staff should check that the customer understands them and they should seek for feedback

12. Non Verbal Communication There are many different types of non-verbal communication. They include: Body Movements (Kinesics), for example, hand gestures or nodding or shaking the head; Posture, or how you stand or sit, whether your arms are crossed, and so on; Eye Contact, where the amount of eye contact often determines the level of trust and trustworthiness; Para-language, or aspects of the voice apart from speech, such as pitch, tone, and speed of speaking; Closeness or Personal Space (Proxemics), which determines the level of intimacy; Facial Expressions, including smiling, frowning and even blinking; and Physiological Changes, for example, sweating or blinking more when nervous. http://www.skillsyouneed.com/ips/nonverbal-communication.html#ixzz4RMvCLeVP

13. Non Verbal Communication • Provides additional information on what is being spoken • Also reinforces what is spoken or causes one to query the authenticity/sincerity of what is spoken • Ideally should not be at variance with what is being spoken/should be complementary • It is just as important and sometimes even more important that what we say. • Customer-contact staff should use this method to endear customers to themselves and not alienate customers because it conveys a lot about the emotional state of the sender.

14. Written Communication Includes business letters, memoranda, faxes, reports, researchand emails (all written communication between the firm and its customers). Think about customer perception for a moment. • What would be customers’ perception about your organisation based on your presentation of communication materials. E.g. Letter-headed paper, the design of your letterhead/logo, the neatness and accuracy of your correspondence, etc. • Written communication is very commonly used and is the more professional way of communicating with your customers or other stakeholders.

15. Business Communication • Guidelines to follow when preparing business letters. • Length - Keep it short and to the point, unless details are actually necessary to communicating your message • Clarity – It must be clear. There should be no hidden meanings and it must not be susceptible to multiple interpretations. E.g. Jack, the cat and Fred are playing with his ball. • Proofread – It must be proofread and free of grammar, spellings/typographical errors. Consider this – Your lettter reached us and we are currentl working on the matter, to ensure that your adequately compensaitid. • z

16. Business Communication Purpose is clearly stated Carries a polite tone Is precise and accurate. Contains the correct names (including business names), reference numbers (yours and the recipient), contact details Contains subject-matter heading Uses appropriate opening and closing salutation. E.g. Where the name of the recipient is known, Dear Ms O,Brien,….. Yours sincerely. Where name is not known, Dear Sir,….Your faithfully…. Don’t forget the enclosures, if any.

17. Communicating effectively with customers

18. Communicating effectively with customers • Personal presentation and cleanliness • Having adequate information/Knowing about your organisation and about products/services • Confidence – reflected in the way you approach customers, shake their hands, maintain eye contact • Be polite at all times

19. Communicating effectively with customers • Ensuring that every form of communication, i.e body language, gestures, eye contact etc is positive and adds value • Not reactive to customer behaviour • (Demonstrating) active listening. • Using the right language • Build up your vocabulary/Develop good language skills • Improving your use of the local language, if necessary. • Avoiding the use of complicated and unfamiliar words/technospeak

20. Communicating effectively with customers

21. Factors that may impact on the process of communication/Barriers to communication Past experiences/The experiences of others Psychological, environmental, physical, emotional The language used – including cultural and jargons Medium used The interest of the receiver in the message Culture Expectations Interpretation Self-concept Misconception

22. How organisations can support effective communication Ensure that all staff members are trained in communicating effectively Ensure that all communication materials available to customers are clear, concise, easy to understand, free of ambiguity, targeted to the right customer segment and sent through the most appropriate channel Ensure that there are clear policies and guidelines in communicating with customers Ensure that all employees are clear about and comply with set standard Ensure that there is opportunity for feedback from customers and that this is acted upon

23. We should never say,“…” Can you afford that You might be too fat to fit into that I only work here/I only started this week I don’t know/I wouldn’t know You are too old for that We have never had any (this kind of) complaints before I have one at home and it works perfectly etc