discussion questions
CSO.v2.24 (03/24/2017) Page 21 of 70
Learning Block 2: Communication Skills in Customer Service
Learning Block 2 Description This learning block provides an overview of communication skills and communication processes used to provide excellent customer service before, during, after a sale. Different forms of communication are reviewed, such as written, oral, listening, nonverbal, and visual. Barriers to communication are reviewed, as are guidelines for managing challenging customers.
Learning Block 2 Learning Objectives Upon completing this learning block, the learner will be able to:
• Understand how to describe the communication activities related to customer service • Identify and describe various communication methods and their characteristics • Interpret guidelines for effective communication in customer service • Recognize the key barriers to effective communication and how to overcome them
Unit 1: Communication Communication involves the transfer of information among people. There are various methods of communication, and more than one may occur at one time. Communication involves sending and receiving information through different methods: written communication, oral communication, nonverbal communication, and visual communication.
Messages and other methods of communication are directed by senders through various means of communication, including oral or written communication to one or more receivers. Being effective communicators requires business workers to understand to whom they communicate, the message they communicate, and the most appropriate form of communication. Communication of certain messages is sometimes best achieved through written means, and communication of other messages is best achieved through oral (in-person) means. Sometimes, both are appropriate, depending on the situation and the type of message being conveyed. To ensure effective communication has taken place, it is good for communicators to obtain feedback from receivers of the information.
Figure 10. What does the body language of some of these people tell you about their conversations and how they are responding? Developed by LINCS in Supply Chain Management Consortium.
CSO.v2.24 (03/24/2017) Page 22 of 70
Unit 2: Communication Processes
Communication Channels
Communication channel is a term used to describe the method of communication used. There are many ways to communicate in business today, including emails, voicemails, phones, texts, instant messaging chats, and social media. It is crucial to choose the appropriate communication channel for each type of communication. For example, written communication is best used for conveying messages to large groups of people if little to no interaction is required. When communicating more complex messages that require direct feedback, oral communication is best. Furthermore, many people receive messages better in oral or written form, while others prefer visual messages that include charts, images, and graphs.
Written Communication
Excellent writing skills are important for communicating well in business because they can help send messages to far larger audiences than would ever be possible through in-person or telephone conversations. Correct grammar, spelling, and punctuation are all important in written communications. Readers form opinions of authors and the organizations they represent based on the clarity and quality of the content in written communication. Even simple errors can lead readers to form lasting negative impressions. In addition to grammar, spelling, and punctuation, it is important to consider the audience and to write with them in mind. Effective writing allows readers to understand rapidly and thoroughly everything that is being communicated.
Oral Communication
Oral communication is another important method of communicating information; it involves using the spoken word to deliver messages. Communicating in person with two or more individuals and speaking in public are two examples of oral communication (SkillsYouNeed.com, 2011–2015). Several issues can arise when communicating orally, including misunderstanding messages and handling language barriers.
Listening Communication
Listening is yet another important means of communication in business because effective listening requires an active effort to understand others. The following guidelines will assist anyone who wants to learn how to listen to understand others’ communication:
• Listen for the meanings behind their words • Seek clarification whenever messages are not understood • After learning appropriate listening skills, apply them when receiving key messages • Avoid roadblocks to effective listening such as having pre-conceived ideas, thinking
ahead, and thinking of topics not connected to those being discussed
CSO.v2.24 (03/24/2017) Page 23 of 70
Nonverbal Communication
Nonverbal communication can send a much clearer message than oral communication; it includes hand gestures, facial expressions, and tone of voice. What is communicated orally and through body language can be completely different; it can also emphasize or downplay what is being said during oral communication. The way people listen, look, move, and react sends messages. When nonverbal signals are paired well with spoken words, trust, clarity, and rapport can all increase; however, when nonverbal signals do not pair well with what is said, tension, confusion, and even mistrust can develop. A basic awareness of nonverbal communication and how to interpret it can help improve interactions with others.
Visual Communication
Visual communication uses images to persuade, entertain, inform, and enlighten customers or potential customers about products, ideas, and messages. Visual communication includes signs, photographs, tables, and diagrams, among other tools; it also includes different kinds of visual technology like televisions, DVDs, and computer displays.
Unit 3: Barriers to Communication Information is often misunderstood because of barriers to communication, which cause people to see and hear things differently than others do. Multiple barriers can be present at the same time for both senders and receivers. Common barriers to communication include:
• Use of unfamiliar terms: Simple, clear terms should be used instead of ambiguous words and jargon-filled language
• Lack of attention from receivers: Receivers of information and communication should focus on listening to what is being communicated
• Language differences: Using interpreters can help communicators overcome language differences. If hiring interpreters is impossible, then using simple, direct language is crucial
• Differences in views or perceptions: Communicators should be sensitive to this barrier and attempt to communicate so even those with different views and experiences can understand messages
• Cultural differences: Cultural backgrounds influence the way people think and communicate, so it is important to be aware of these differences and adjust communication styles and content accordingly
• Preconceived ideas and notions: When communicating with others, preconceived notions can affect the outcome of conversations, so communicators should keep this in mind and avoid allowing these notions to influence their thoughts
When communicating, it is important to be aware of these barriers to effective communication and look for ways to overcome them.
CSO.v2.24 (03/24/2017) Page 24 of 70
Unit 4: Guidelines for Effective Communication Communicating effectively requires different efforts from various parties: receivers of communication should focus on what is being communicated, while senders of communication should always think about how the messages they are sending might be received. Clear communication can help avoid misunderstandings and potential conflicts.
Use of Words
Using specific, full, and substantive words is important; it can even make or break a relationship with a customer. It is also important to communicate using words that are positive, optimistic, and constructive, like can and will; these types of words show confidence and helpfulness. Negative words and phrases like can’t or won’t express the opposite.
For example…
Instead of saying, “We can’t get XYZ done in time if ABC doesn’t get here soon,” a more appropriate expression would be, “As long ABC arrives on time, then XYZ can be completed on schedule.”
Unit 5: Management of Challenging Customers Every company has to deal with challenging customers, but some have internal conflicts that they express to others in a challenging or even confrontational manner. Today’s world is full of unique personalities, many of whom can come across as defensive and negative.
Types of Challenging Customers
Most challenging customers fall into one of the following categories:
• Individuals who are angry or openly antagonistic and aggressive • Individuals who lack good communication skills or cannot express their thoughts well • Individuals who have an attitude of arrogance or supremacy • Individuals who personally attack others—usually employees, but sometimes other customers • Individuals who are overly talkative
Preventing Challenging Customer Interactions
Customer service representatives must use caution when handling customers so they do not unintentionally create challenging customer interactions. These interactions can be created by any of the following:
Figure 11. Angry customer. Acquired from maxpixel.com.
CSO.v2.24 (03/24/2017) Page 25 of 70
Making customers
wait
It is important to remember customers’ time and needs are valuable, so taking excessive time or making them wait can create a challenging customer
Sharing bad moods
Life happens to everyone, but creating a challenging situation by sharing your own life’s frustrations should be avoided
Forgetting regular
customers
To escape awkward encounters with loyal customers, it is important to know their names and make them feel welcome
Making negative
comments
Making smart remarks can create or aggravate challenging customers, so comments of this nature must be avoided
Methods of Listening to Customers
Listening is an active, learned process by which one message is understood and another message is used to respond; listening well must be practiced. Handling challenging customers is best accomplished by first listening to them to understand the causes of their situation and frustration, relaying your understanding and empathy back to them, and then detailing plans to resolve the issues.
Key Steps to Customer Issue Resolution
Following are the key steps involved in customer issue resolution; they can be used by nearly any business to retain customers:
• Listen: Let customers speak without interruption
• Acknowledge: Demonstrate understanding and apologize for the situation; customers will be more receptive to solutions if they receive the attention and understanding they want
• Solve: Offer customers real solutions and let them know what can be done for them instead of dwelling on what cannot be done
• Thank: Thank customers for shopping; if they are satisfied, they will share word of your efforts
Issue Management Plan
Each customer issue or complaint must be documented so that an issue management plan can be developed. This plan could be a series of investigations and actions on the part of customer service representatives. The issue management plan will specify how issue escalations will be handled with supervisors and managers and how customers will be dealt with throughout the issue management cycle, which includes the steps from identifying an issue to resolving that issue.
CSO.v2.24 (03/24/2017) Page 26 of 70
Learning Block 2 Summary Communication channel is a term used to describe a particular method of communication. Communication involves the movement of information among people and places. There are various methods of communication, more than one of which may occur at the same time. Being effective communicators requires personnel to understand with whom they are communicating, the messages they communicate, and the most appropriate form of communication.
Oral communication involves using the spoken word to convey messages. Listening is an important means of communication because effective listening requires an active effort to understand others. A basic awareness of nonverbal communication and how to interpret it can help improve interactions. Excellent writing skills are important to communicate well in business because they can help send messages to far larger audiences than is possible through in-person or telephone conversations. Visual communication uses images to persuade, entertain, inform, and enlighten customers or potential customers about products and ideas.
Information is often misunderstood because of barriers to communication, which cause people to see and hear things differently than others do. Common barriers to communication include language differences, cultural differences, and preconceived notions.
Learning Block 2 Optional Supplemental Resource The optional supplemental resource listed below may be used to reinforce the content covered within this learning block.
Harris, E. K. (2012). Customer service: A practical approach (6th ed.). Upper Saddle River, NJ: Prentice Hall.
Learning Block 2 Practice Questions 1. All of the following are considered communication categories in the customer service process
except: a. Written communication b. Flag signal communication c. Visual communication d. Nonverbal communication
Figure 9. Customer service. Developed by LINCS in Supply Chain Management Consortium.