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LISTENING TO THE CUSTOMER

Chapter 5

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WHYIS LISTENING SO IMPORTANT?

y Listening effectively is the primary means to CSprofessional use to determine the needs of theircustomers

y

Needs- whatever the customers wants or expects youto provide

y These needs are not communicated directly-throughinferences, indirect comments, nonverbal signal

y

Skill listener-pick up cues and conduct follow upy Untrue- anyone can listen effectively

y Father of listening- 25% efficiency rate whenlistening; 75% message is lost

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WHAT IS LISTENING?

y Primary means of gathering info from customer orother person

y True listening-active learned process

y When listen actively- go through a processconsisting of various phases1. Hearing or receiving message

2. Attending

3. Comprehending or assigning meaning4. Responding

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The Listening Process

Attending

(2)

Comprehending(3)

Hearing(1)

Responding(4)

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Hearing

y Passive physiological process of receiving soundwaves and transmitting them to brain (where theyare analyzed)

y Simple processy External noise and internal distracter will make

customer messages lost or distorted

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Attending

y Brain goes to work focusing on-what has heard

y In the process-it sorts out everything being heard

y Deciding whats important so can focus attention on

the proper sound

y Extremely difficult when receiving multiple messagesor sounds

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Comprehending or Assigning Meaning

y Brain begins a process or comprehending to whatyou heard

y Brains has files-sounds, sights, shapes, images, on

various topics- it sorts throughy It compares what was heard to what is stored

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Responding

y Last phase in the listening process

y The words select-the way deliver them

y All have meaning

y All affect the way others perceive and interpretmessage

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CHARACTERISTICS OF GOOD LISTENERS

y Empathic

y Understanding

y Patient

y Attentive

y Objective

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CAUSES OF LISTENING BREAKDOWN

y Personal obstacle

Biases

Psychological distracters

Physical condition

Circadian rhythm

Preoccupation

Hearing loss

Listening skill level

Thought speed

Faulty assumption

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y External obstacle

Information overload Other people talking

Ringing phones

Speakerphones

Office and maintenance equipment

Physical barriers

y Additional obstacle Customer themselves can negatively affect communication-

through their inability to convey a message

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POOR LISTENING INDICATORS

y Customers seek others

y You miss key details

y You have to ask to repeat

y Unsure of action requiredy Customers question your listening

y Daydreaming / distraction

y Miss nonverbal cues

y Incorrectly answer questions

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LISTENING STRATEGIES

y Stop talking

y Prepare yourself to listen

y Listen actively

y Send positive nonverbal cues

y Do not argue

y Take notes

y Ask questions

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INFORMATION GATHERING TECHNIQUES

y Open-ended questions

y Closed-end questions

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OPEN-ENDED QUESTIONS

y Identify customer needs

y Gather a lot of information

y Uncover background data

y Uncover objectives

y Give customer opportunity to speak

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CLOSED-END QUESTIONS

y Verify information

y Close an order

y Gain agreement

y Clarify information

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ADDITIONAL QUESTION GUIDELINES

y Avoid criticismy Ask positive questions

y Ask direct questions

y Ask how you can serve

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END OF CHAPTER 5

THANKYOU