© 2012 by Robert W. Lucas Chapter 5: Listening to the Customer

2 2 © 2012 by Robert W. Lucas Learning Outcomes 5-1 Describe why listening is important to customer service.5-1 Describe why listening is important to customer service. 5-2 Define the four steps in the listening process.5-2 Define the four steps in the listening process. 5-3 List the characteristics of a good listener.5-3 List the characteristics of a good listener.

3 3 © 2012 by Robert W. Lucas Learning Outcomes 5-4 Recognize the causes of listening breakdown.5-4 Recognize the causes of listening breakdown. 5-5 Develop strategies to improve your listening ability.5-5 Develop strategies to improve your listening ability. 5-6 Use information-gathering techniques learned to better serve customers.5-6 Use information-gathering techniques learned to better serve customers.

4 4 © 2012 by Robert W. Lucas What is listening? What is listening? Definition –A learned process which is the primary means of gathering information from a customer Steps to listening –Hearing and receiving the message –Attending to the message »Once your ears pick up sound waves, the brain focuses on what was heard –Comprehending or assigning meaning »Once you decide the message is for you, you decode the message »Memory and recognition occurs as a voice or situation is familiar, your brain tries to match it –Responding »Selecting an appropriate response is crucial

5 5 © 2012 by Robert W. Lucas Characteristics of a Good Listener Characteristics of a Good Listener Empathy Understanding Patience Attentiveness Objectivity

6 6 © 2012 by Robert W. Lucas Causes of Listening Breakdown Causes of Listening Breakdown Personal obstacles – –Biases – –Physiological distracters – –Physical condition – –Circadian rhythm

7 7 © 2012 by Robert W. Lucas Causes of Listening Breakdown Causes of Listening Breakdown Personal obstacles – –Preoccupation – –Hearing loss – –Listening skill level – –Thought speed – –Faulty assumptions

8 8 © 2012 by Robert W. Lucas Causes of Listening Breakdown Causes of Listening Breakdown External obstacles – –Information overload – –Other people talking – –Ringing Phones – –Office and Maintenance Equipment – –Speakers – –Physical Barriers – –An additional obstacle

9 9 © 2012 by Robert W. Lucas Strategies for Improved Listening Strategies for Improved Listening Stop talking! Prepare yourself Listen actively Show a willingness to listen Show empathy

10 © 2012 by Robert W. Lucas Strategies for Improved Listening Strategies for Improved Listening Listen for concepts Be patient Listen openly Send positive nonverbal cues Don’t argue Take notes Ask questions

11 © 2012 by Robert W. Lucas Information Gathering Techniques Information Gathering Techniques When to use – –Open-ended questions –Identify customer needs –Gather information to better serve the customer –Uncover background data –Uncover objections during a sale –Give the customer an opportunity to speak – –Closed-ended questions –Verifying information –Closing an order –Gaining agreement –Clarifying information

12 © 2012 by Robert W. Lucas Use questions to further your feedback Use questions to further your feedback Avoid criticism Ask only positively-phrased questions Ask direct questions Ask customers how you can better serve