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LISTENING TO THE CUSTOMER
Chapter 5
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WHY IS LISTENING SO IMPORTANT?
Listening effectively is the primary means to CS professional use to determine the needs of their customers
Needs- whatever the customers wants or expects you to provide
These needs are not communicated directly-through inferences, indirect comments, nonverbal signal
Skill listener-pick up cues and conduct follow up Untrue- anyone can listen effectively Father of listening- 25% efficiency rate when
listening; 75% message is lost
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WHAT IS LISTENING?
Primary means of gathering info from customer or other person
True listening-active learned process When listen actively- go through a process
consisting of various phases1. Hearing or receiving message2. Attending 3. Comprehending or assigning meaning 4. Responding
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The Listening Process
Attending(2)
Comprehending(3)
Hearing (1)
Responding(4)
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Hearing
Passive physiological process of receiving sound waves and transmitting them to brain (where they are analyzed)
Simple process External noise and internal distracter will
make customer messages lost or distorted
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Attending
Brain goes to work focusing on-what has heard
In the process-it sorts out everything being heard
Deciding what’s important so can focus attention on the proper sound
Extremely difficult when receiving multiple messages or sounds
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Comprehending or Assigning Meaning
Brain begins a process or comprehending to what you heard
Brains has files-sounds, sights, shapes, images, on various topics- it sorts through
It compares what was heard to what is stored
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Responding
Last phase in the listening processThe words select-the way deliver them All have meaning All affect the way others perceive and
interpret message
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CHARACTERISTICS OF GOOD LISTENERS
EmpathicUnderstandingPatientAttentiveObjective
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CAUSES OF LISTENING BREAKDOWN
Personal obstacle Biases Psychological distracters Physical condition Circadian rhythm Preoccupation Hearing loss Listening skill level Thought speed Faulty assumption
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External obstacle Information overload Other people talking Ringing phones Speakerphones Office and maintenance equipment Physical barriers
Additional obstacle Customer themselves can negatively affect
communication-through their inability to convey a message
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POOR LISTENING INDICATORS
Customers seek othersYou miss key detailsYou have to ask to repeatUnsure of action requiredCustomer’s question your listeningDaydreaming / distractionMiss nonverbal cuesIncorrectly answer questions
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LISTENING STRATEGIES
Stop talkingPrepare yourself to listen Listen activelySend positive nonverbal cuesDo not argueTake notesAsk questions
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INFORMATION GATHERING TECHNIQUES
Open-ended questionsClosed-end questions
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OPEN-ENDED QUESTIONS
Identify customer needsGather a lot of informationUncover background dataUncover objectivesGive customer opportunity to speak
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CLOSED-END QUESTIONS
Verify informationClose an orderGain agreementClarify information
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ADDITIONAL QUESTION GUIDELINES
Avoid criticismAsk positive questionsAsk direct questionsAsk how you can serve
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END OF CHAPTER 5
THANK YOU