C hapter 5: Listening to the Customer

© 2012 by Robert W. Lucas

Chapter 5: Listening to the Chapter 5: Listening to the CustomerCustomer

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Learning OutcomesLearning Outcomes

• 5-1 5-1 Describe why listening is important to customer Describe why listening is important to customer service.service.

• 5-2 5-2 Define the four steps in the listening process.Define the four steps in the listening process.• 5-3 5-3 List the characteristics of a good listener.List the characteristics of a good listener.

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Learning OutcomesLearning Outcomes

• 5-4 5-4 Recognize the causes of listening breakdown.Recognize the causes of listening breakdown.• 5-5 5-5 Develop strategies to improve your listening Develop strategies to improve your listening

ability.ability.• 5-6 5-6 Use information-gathering techniques learned to Use information-gathering techniques learned to

better serve customers.better serve customers.

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What is listening?What is listening?• Definition

– A learned process which is the primary means of gathering A learned process which is the primary means of gathering information from a customerinformation from a customer

• Steps to listening– Hearing and receiving the messageHearing and receiving the message– Attending to the messageAttending to the message

» Once your ears pick up sound waves, the brain focuses on what was heardOnce your ears pick up sound waves, the brain focuses on what was heard– Comprehending or assigning meaningComprehending or assigning meaning

» Once you decide the message is for you, you decode the messageOnce you decide the message is for you, you decode the message» Memory and recognition occurs as a voice or situation is familiar, your brain Memory and recognition occurs as a voice or situation is familiar, your brain

tries to match ittries to match it– RespondingResponding

» Selecting an appropriate response is crucialSelecting an appropriate response is crucial

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Characteristics of a Good ListenerCharacteristics of a Good Listener

• Empathy• Understanding• Patience• Attentiveness• Objectivity

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Causes of Listening BreakdownCauses of Listening Breakdown

• Personal obstacles– Biases– Physiological distracters– Physical condition– Circadian rhythm

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• Personal obstacles– Preoccupation– Hearing loss– Listening skill level– Thought speed– Faculty assumptions

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• External obstacles– Information overload– Other people talking– An additional obstacle

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Strategies for Improved ListeningStrategies for Improved Listening

• Stop talking!• Prepare yourself• Listen actively• Show a willingness to listen• Show empathy

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Strategies for Improved ListeningStrategies for Improved Listening

• Listen for concepts• Be patient• Listen openly• Send positive nonverbal cues• Don’t argue• Take notes• Ask questions

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Information Gathering TechniquesInformation Gathering Techniques

• When to use– Open-ended questions

– Identify customer needsIdentify customer needs– Gather information to better serve the customerGather information to better serve the customer– Uncover background dataUncover background data– Uncover objections during a saleUncover objections during a sale– Give the customer an opportunity to speakGive the customer an opportunity to speak

– Closed-ended questions – Verifying informationVerifying information– Closing an orderClosing an order– Gaining agreementGaining agreement– Clarifying informationClarifying information

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Use questions to further your feedbackUse questions to further your feedback

• Avoid criticism• Ask only positively-phrased questions• Ask direct questions• Ask customers how you can better serve

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C hapter 5: Listening to the Customer