northern sydney institute ryde college - gateway : welcome · ryde and hornsby colleges 4 | page be...

TAFE NSW – Northern Sydney Institute Ryde and Hornsby Colleges

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Northern Sydney Institute

Ryde College

Communicate with customers

Learner guide


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Valuable skills a good communicator may possess 1. An employee who gets along with anyone and everyone 2. Leaves customers smiling 3. Works well as a team/ member 4. Coping and handling busy periods Good communication skills are an asset and can enhance a persons working life. Employers place this skill on the top of their list. It is vital that employees are able to communicate within the workplace. This includes customers and colleagues, trades people in an effective way. The skills of communication- communication involves messages A message is sent and received. Both need to happen for communication to happen. The way a message is sent is called its (channel of communication). Channels of communication include: 1. Verbal- Verbal communication is both Spoken and Written. 2. Non- verbal- Non- verbal is either Visual or uses Body Language. Visual- signs, lights for the traffic. Body language- happy gestures, violent gestures. Non Verbal: Visual

Symbols on t- shirts Balloons- birthday party, garage sale Traffic lights Stop signs, give way signs

Non Verbal: Body Language An angry face An athlete making a v for victory sign Loving dog Scared dog

Verbal: Spoken Speaking to customers Talking on the telephone Television Radio

Verbal: Written A memo at work A thank you letter E-mail Newspaper


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Larger department stores have an annual sale and use television as a form of advertising. During the announcement, the whole four may be used. 1. Spoken communication- the announcer talks about the sale 2. Written communication- signage (menswear) or 4 price amounts 3. Visual communication- people, merchandise, the store 4. Body Language- the announcer smiles, pointing gestures, enthusiastic movements EFFECTIVE COMMUNICATION Effective communication is possible when one or more of the four channels are clearly aligned, everybody should understand each other perfectly. It is important the message is sent out, equally important it is properly received. If the message is spoken- you need to listen. If the message is written or visual you need to read or notice the message. Examples of Poor communication/ Communication breakdowns; court cases, divorces, accidents, business losses, and even wars. GOOD COMMUNICATION SKILLS

Speaking clearly at the right pace, not to fast or slow Check the person has understood you Ask questions to check your own understanding Don’t blame others for not understanding you Be a good listener Be patient, sincere Smile and use positive facial expressions Have appropriate presentation and body language for the situation Use appropriate level of language for the listener Be open and straight forward Accept others as they are without judgement Use humour appropriately Admit mistakes State clearly what you want without being complicated Don’t confuse by giving to much information at once Genuinely want to get through to the other people, find the interesting Write/ speak clearly, for a clear purpose Choose the right medium for the purpose (don’t phone if a fax/ letter would be

better Have something worthwhile to communicate Have a pleasant sounding voice Know when to be quite


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Be flexible, prepared to change your position IDENTIFYING GOOD VERBAL COMMUNICATION SKILLS

Think and plan before you speak if possible Find a good way to start off, clear and straight forward is the best Keep your tone of voice even and neutral in most work situations, a heavy tone puts

up barriers immediately. A light joke is not always acceptable Stick to the point Don’t blame others for not understanding you Say what you want in clear and short chunks Don’t communicate assumptions and prejudices. For example if a person is elderly,

that they can not hear you Give and get feedback. You could say things like, does that seem to make sense?

/have i got that right? Avoid messages with double meanings or unclear messages Allow the listener to speak too Use words and concepts the listener will understand. Don’t use complicated

language or vocabulary to impress Watch for the listeners body language. Does the listener seem bored, confused,

trying to get a word in too? THE SKILLS OF COMMUNICATION

Friendly A personal but not offensive tone Listening skills Immediate attention Apply verbal skills for comfort and efficiency whilst dealing with customers

TIPS FOR ENHANCING YOUR LISTENING SKILLS

Concentrate on what is being said, by giving the speaker your full attention Encourage the speaker with familiar questions about the topic Help the speaker along, ask questions. Be enthusiastic, responsive and be kind Make sure everybody has understood what you have said, at the end summarise

what you have heard If the conversation continues state what you are going to do as a result of the

conversation If a speaker starts to ramble and becomes dull. If this continues, excuse yourself and

try to direct the speaker back onto the topic


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Communicate interest through your body language Loose any prejudices you might have about the speaker, listen to the speaker do not

stare at the clothes or hair If you are being instructed take notes Complete the event appropriately


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CLOSED AND OPEN QUESTIONS Listening is not a passive activity. Listening also means understanding It is possible to be giving a customer your full attention and still not be able to understand what they want. That is why it is important to use simple questioning to get the full picture of what is required, this can be helpful There are two types of questions: Closed and Open, these can be helpful when you need information. Closed questions Receive either a yes or a no answer. They are useful to get limited amounts of information. They can restrict the answer someone gives. Do you like this colour? Do you wish to lay-by? Open questions These questions create more than a yes or no answer.

How When Where Why What

Open questions give you the opportunity to gather more information from the customer

What would you use a new vase for? What are the height and width requirements?

NON VERBAL COMMUNICATIONS

Visual symbols are displayed Communication through body language

Visual symbols/ pictures are used worldwide. This is a short hand way of communicating something quickly, catching peoples attention. Visual signs can be written words or pictures, icons symbols or logos (product / brand signature). BODY LANGUAGE People communicate with their bodies, which they are not always aware of, these include:


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Slouching Looking moody Showing signs of tiredness Looking pleased to be serving customers Mouths, eyes, arms, fingers may be used Some people deliberately use their bodies to concentrate

It is important to remember different cultures may use gestures and expressions in different ways. This can lead to misunderstandings.

Personal body space Facial expressions Gestures, using hands, finger and arms

PERSONAL BODY SPACE It is possible to feel uncomfortable when people stand to close. Appropriate personal space is like a moving bubble. Like all body language, personal space is complex. ASPECTS OF PERSONAL SPACE

The personal space bubble is bigger at the back than the front People have different size personal space bubbles Some australians born overseas have a smaller personal space bubbles than

australians born here. When people from different cultures communicate, one may think the other is standing far to close and feel uncomfortable. The other can feel as though they have been treated in a stand- offish way.

It is hard to concentrate when our body space is uncomfortable. People sometimes forget about body space, an over crowed p.o.s. terminal. People

stand at a further distance when the queue is not crowded Customers feel awkward if you invade their body space. If you sense you are to

close, move back. If you sense you are standing to far, move closer. FACIAL EXPRESSIONS Facial expressions are a fairly obvious way to decode messages. A smile can create the following:

Warmth Friendliness Shows that you like someone Shows that you get on with them Shows that you are happy to serve them


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It is important to communicate the correct message when using Body Language. Remember to use the appropriate body language for the situations that may arise within your florist shop:

Sympathy arrangements being made Planning weddings New arrivals- births Birthdays Christmas, etc

Funeral arrangements are a tender time you need to not appear to happy or to sad, provide comfort to the consumer, this is an important part of your shops service.

The power of Body Language can convey messages The importance of using appropriate language

It is possible to communicate entirely with Hands, Fingers Arms can be enough. Deaf people- Sign Language Referees/ Umpires- simple Sign Language Simple Sign Language

Hello Goodbye Come over here Keep away, danger Its over there Be quite Even a simple hand shake- a unisex custom

LINES OF COMMUNICATION Effective communication is achieved by communicating with the right person at the right time in the most effective way. When the line of communication is open and working, the message gets across without interruption. Choosing the most effective line is the sign of a good communicator. To choose the most effective line means that you need to stop and reflect on the need to communicate and plan your response. Different communication lines are used for different reasons. The essential thing is to stop and think, so that the communication line is clear and less likely to get interrupted.


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COMMUNICATING IN A RETAIL ENVIRONMENT

Who is my customer Interact with customer Following instructions Personal presentation

Communication about the florist shop can be visual and via other sources. The florist shop communicates before anyone speaks. As soon as customers enter your door, your workplace is communicating with them: your shops layout, the colours, signs, noises, aromas and atmosphere. The message should be one of welcome so the customer feels welcome and pleased to be there. The Body Language of Retail Staff The longer the customer spends in the florist shop, the florist will be required to apply further communication skills to complete the task. Staff members speak in body language before they speak in words.

Ideally body language will say I am waiting to help You should stop what you are doing giving full attention Avoid idol chatter- between co-workers, ensure you and your co-workers are free to

assist Clothes and personal presentation is important

This all contributes to creating an impression of the florist shop in the customers mind. WHO IS MY CUSTOMER Customer- A person shopping in your florist shop, any person using your stores services. Two types of groups are: External customers- these people do not belong to your workplace, outsiders who use your services:Shoppers, trades people, people who need information or assistance from you, people making enquires


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Internal customers- fellow employees who need your services: Supervisor, manager, work mate or other employees WAYS TO IMPROVE STORE COMMUNICATION Ensure you make the customer feel welcome.Visual improvements ( store layout, signs, colour schemes, written messages). Improvements in Staff- Body Language/ Verbal Communication When providing customer service- we should reflect on our own experiences, and the way you like to be treated. Apply this to the service you give to your customer, consider what contributes to good service. INTERACTING WITH CUSTOMERS

Clear / accurate Open, not judging Mind customers feelings Mention their names Unlearn your own poor habits non- verbal messages matter Show interest in people Calm if they are angry Ask questions, get feedback Try liking people ( most importantly) Enjoy working with them

SPEAKING TO CUSTOMERS Australia is a multicultural country, occasionally you might need to serve customers who do not speak English.

Try your best to comprehend what they want. Listen, go slow, be patient try to find a staff member who might be able to assist you. An interrupter is not always available- try a note pad and pen/ may be they can

draw or write what they would like. A member of the family might be able to help/ a phone call or translation with in

the shop. Follow staff procedures/ policies

Types of customer service


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Top quality communication, will bring the customer back again: Average - No one could object, but no one would call it good customer service Awful customer service - could lose the customer. FOLLOWING INSTRUCTIONS It might be necessary to follow instructions at work. Listening skills obviously in demand when following instructions. Making priorities when you are given one or more instruction. Place in order / most important first

Re-decorate flower display Get paper for the register Answer the telephone Put flowers in water Attend to customers- waiting Turn off tap- water running

GIVING INSTRUCTIONS Common mistakes

They may assume that because it is easy for them it should be easy for you They give to few instructions They tell you to much at once They don’t let you have the opportunity to practice on the job- once they have

instructed you They don’t allow you to ask questions

Examples used to clarify instructions Can you please repeat the bit about? Can you show me how to do it? PERSONAL PRESENTATION The idea is to present a collective image at the florist shop

Your clothes Your hairstyle Jewellery and where you wear it Perfume and other pleasant aromas


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This does not include your body or face, this only means what you have deliberately chosen to present about yourself. PERSONAL PRESENTATION REQUIRED WITHIN A RETAIL BUSINESS

General neatness High standards of hygiene Wearing a uniform or part uniform ( same colour or t-shirts with company logo)

Australian Streets, you might notice people belong to different tribes. Our clothing and personal presentation visually communicates which tribal group we belong to. Most employers prefer that you look neat, clean, neutral and professional. Most speciality stores require a particular code of dress, hoping this may attract speciality clients. Some tribes: Surfie, Skater, Gothic, Hippie. It is important for retail stores to use staff presentation guidelines, this will create an appropriate image of the store to customers. It will vary depending on what type of store you work in: hair dresser, video store, furnishing decor store, beautician or florist shop. It will consist of uniform/dress code/ personal presentation of the staff. GOOD TELEPHONE COMMUNICATION Three steps:

Telephone techniques After the call is over Using the telephone system

The way you use the telephone communicates an image of your company. Telephone tips:

Decide on a suitable greeting or use the company greeting Let the phone ring a few times before you answer it Always write down the name of the caller, their company and the reason they are

calling- if possible Once you know the callers name, use it during the conversation Use good listening techniques Ask questions during the conversation If you want to sound friendly actually smile, even thought no one is watching- use

gestures too. Never leave people dangling on the other end If another person is talking, encourage them with short words and phrases. Yes, i,

see. Yeah right, oh, uh, huh and soon.


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Leave the conversation with a resolution. State clearly your understanding of what the follow up action will be

Make a friendly farewell YOUR STORES POLICY It is likely your florist store has its own policies and procedures to follow using the telephone for work purposes. If you have not been shown a set of procedures for answering the phone in your work place ask to see them. PURPOSES FOR TELEPHONE PROCEDURES

Staff answer the phone in the same way Staff conduct calls within guidelines There is a clear system of passing on messages There is a clear system of following up whatever action the call makes necessary

COMMON ANNOYANCES WHEN MAKING A TELEPHONE CALL TO/ FROM A RETAIL BUSINESS

Being interrupted by another call Being left waiting Poor tone: rude, unfriendly Person loses your call because he/ she can not use the equipment Promised action never happens

MAKING THE PHONE CALL

Use your company procedures Say who you are clearly and politely Say what you want clearly and politely Follow store policy if there is one Listen carefully and use verbal responses Use a pleasant friendly varied tone Use the other persons name during the conversation Keep the call on the topic Use questions to check that both parties have understood Make sure you have a note pad and pen near by the telephone Finish the phone call with an agreement if appropriate and a friendly manner

RECEIVING A CALL

Use company procedures


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Wait for the phone to ring a few times before answering a call Have a notepad and pen ( or store message pad) to take down any details Answer the phone with a friendly prepared sentence Follow store policy if there is one Use callers name during the conversation Whilst listening, encourage with verbal responses Check with questions both parties understood Use a pleasant friendly varied tone of voice Sound helpful Keep on track of the topic of the call Finish of the call in a friendly manner, summarising if necessary what the agreement

is USING THE TELEPHONE SYSTEM Ensure you find out about your phone system at work:

Ask your manager Collect any written procedure Collect relevant telephone company instruction booklets Read all the materials thoroughly Observe how others use the phone system Ask other people at work Practice by using the telephone ( ask permission, if necessary).

PHONE SYSTEM CHECKLIST

Dial an internal or external number Contact the switch Place someone on hold Divert an external call to another extension Divert an internal call to another extension Contact voicemail or message bank Interrupt a call to take another one Retrieve the first caller


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READ AND INTERPRET RETAIL DOCUMENTS DIFFERENT TYPES OF RETAIL DOCUMENTS USED WITHIN YOUR STORE It is important to be able to read and interrupt any supporting documents, including policy and procedure manuals. It is important to know who has the authority to use the documents ie: petty cash form- authorisation by store manager.

Petty cash book/ forms Leave forms Telephone messages Staff record forms Stock inventory sheets product return slip Cash change slips

Ensure you obtain advise when completing these forms. The documents must be filled out correctly and accurately, according to your stores policy. Get your manager, owner to check and authorise your work. THREE STEPS TO READING RETAIL DOCUMENTS Three steps

Take time to read carefully the document, read it thoroughly. Repeat if unsure. Highlight or underline key words and a dictionary may help.

After you are confident you understand the document, consider its purpose, what is the aim or objective of the policy or form.

Seek advice of your manager about how the policy is applied at your workplace. Consider context and environment. Once the steps are completed, and you are able


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to interrupt the document and understand its intent remember to take any steps to apply the policy.

COMPLETE STORE DOCUMENTS IN LINE WITH STORE POLICY Completing a Retail Document

Ensure that you are full familiar with the document and understand its purpose. Read any relevant policies to confirm your understanding particularly if using a

document for the first time. Speak with an experienced staff member if you are unsure about anything. Complete the document neatly and legibly Date and sign the document for record and audit purposes if necessary. Consult your manager/ store owner.

ACT ON INFORMATION AND INSTRUCTIONS CONTAINED IN RETAIL STORE DOCUMENTS

Carefully read the document Consider its purpose Consider the context and environment

The last three tasks can be Yes/ No responses, but none of the three will always be cut and dry. Example: a staff member might ask you to approve their overtime and refuse, the staff member may get upset or angry. This might lead to a temporary decrease in staff morale. When acting on information or instructions contained in retail documents, you can only make decisions based on your assessment of the situation. If you have taken the above steps and are still unsure what to do, you could try these helpful hints.

Speak to another staff member or supervisor for his or her opinion. Look at any relevant guidelines or procedures.

If you have completed the above steps and considered all the available information. You should be able to make a reasoned decision, which you can justify if necessary.


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Occasionally your judgement may be incorrect. This could be an error in judgement, more information could come to hand, or it may change. People make many decisions everyday, it is expected an error may be incurred. It you make a mistake, take corrective action and notify your supervisor if necessary. You learn from your mistakes. ACT ON IMFORMATION AND INSTRUCTION/ COTAINED IN A RETAIL DOCUMENT

Consult your manager, seek advise. Get the manager to check you are acting accordingly.

Select a range of procedures and processes which relate directly to your work situation

These may not be written down- your employer may have a way of doing something or it might be part of their special knowledge.

Take notes, listen carefully and make a written list of instructions. List the procedures you must follow to carry out your work.

Tick any procedures that have written instructions. Write notes if none. The procedures might relate to : store safety, relating to customers, answering the

telephone, taking accurate messages, opening and closing the store and operating retail equipment.

Remember you need feedback, take corrective action and you might get it right next time.

USE NUMBERS IN THE WORKPLACE Four steps for using numbers in the workplace • A range of numerical problems are encountered in the retail workplace. • Numerical information is obtained from various sources, and can calculate outcomes

accurately. • Complete a range of numerical tasks • Use numbers to complete store retail documents NUMERICAL PROBLEMS ENCOUNTERED IN A RETAIL WORKPLACE Small stores may offer discounts; most calculations will be done manually, or with the use of a simple pocket calculator. You will need to apply your knowledge, skill and understanding of basic mathematical ideas and techniques in solving practical problems.


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This will include your skills in using basic technology of mathematics, such as calculations and with training, store specific technology. Examples- cash registers/ scales. Most calculations involve money; this means it is vital to your employers’ profitability that you ensure you are familiar with the policies and procedures. You might encounter numerical problems in the workplace. If you experience a practical numerical problem, you might need to do some research. You will require a reference manual or a procedures manual for policies and information. If not the manager might be able to help you with calculations. Some tasks may include counting and reconciling cash and non-cash transactions and handling refunds. COLLECT NUMERICAL INFORMATION FROM VARIOUS SOURCES AND ACCURATELY CALCULATE OUTCOMES Three steps

Read the document carefully. Read it a second time, key words may be highlighted or underlined if necessary. Read a third time if needed.

Consider the purpose of the information or formula. This will often help you take a logical approach to the task and provide you with a rough guide to what your answer should be. This is helpful if you do not have a calculator. Example 10% of $500 = 50 therefore 8.5% is less than $50.

Apply the formula and check the outcome for logic and consistency. If the discount in your florist shop is 10% off all stock and merchandise, all items should slightly decrease in price. You might notice a big decrease, re-check the calculations.

IDENTIFYING AND LISTING MATHEMATICAL TECHNIQUES USED IN THE WORKPLACE Calculations you might be required to perform in the workplace – addition, subtraction, multiplication, division, calculating percentages. Other mathematical skills include accurate measuring or weighing. Retail employees are required to perform specific tasks, with the ability apply mathematical techniques quickly and accurately are compulsory. Remember to double check your calculations to make sure you do not make a simple error or push the wrong button on the calculator.


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With the loss of one and two cent pieces, most retail purchases are rounded up to the nearest five cents. If the purchase is paid with a credit card, it may be recorded without rounding. Stores round up and down to the nearest five cents from 1-2 they round down to the nearest five cents. From 3-4 cents they round up. It is important that you fully understand the policies and procedures in place in your store. SALES DISCOUNTING Stores and retailers are constantly striving for new ways to entice the consumer to spend more money. Fly Bys that give customers bonus points towards the cost of air travel has been a successful incentive. Sales are probably the most common way in which stores try to increase turnover and reduce superseded items. The sales may offer:* half yearly clearances * annual stock take sales * Friday the 13th sales * pre and post Christmas sales. Many sale items are heavily discounted often as much as 50% or more. Some stores have a variable mark-up (the amount added to the wholesale price of the goods that represent the stores profit) on goods, enabling the retailer to still be able to make money on the sale items. With regular sales with retail stores the application of sale discounts is now a regular feature of retail operation. It is extremely important to calculate discounts correctly and accurately. RETURNS It is not uncommon for the consumer to make a purchase and wish to return the purchase. This may require you to do a refund or a credit. REASONS WHY CONSUMERS RETURN ITEMS:

The item was unsuitable. For example: a potted planet was too small for a particular ceramic pot.

The item performed unsatisfactorily. For example: the gift of cut flowers only lasting one day after the purchase.

A change of preference- where the customer has simply decided they no longer like the item they purchased.


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Some stores may use different policies for accepting returns. The original docket as proof of purchase is required. Occasionally stores may accept an item returned without a docket, the item must be as good as new condition and is an item that the store normally sells. Most stores only give a refund for goods returned within a set period (usually 7 days). Some stores will not give a refund, only providing the purchaser with a credit for the item returned, which can only be spent in the store. It is important you are familiar with your stores policy and procedures for the return of goods. COMPLETE A RANGE OF NUMERIACL EXERCISES An employee must be able to be quick and accurate and be able to perform a wide range of practical numerical tasks. This might include calculating the standard price an item sells, setting prices for sales and discount offers, calculating wage or overtime payments, managing petty cash or accounts. It is important to be familiar with the policies and procedures; you will need effective numeracy skills to perform the calculations. CACULATORS AND OFFICE EQUIPMENT Ensure you are confident with the calculator. If you need practice, read the relevant sections of the manual. POLICIES AND PROCEDURES Keep relevant procedures manuals or written policies near by, in case you need to familiarise yourself with a procedure or query. Browse through them regularly. TIME AND ACCURACY It is important to work quickly, but you must always be accurate. Otherwise, you spend the time you saved fixing the error. If you are performing a new task, take time to become familiar with the task, check for understanding and work accuracy. ASK FOR HELP If you are unsure about a task, ask for help or seek guidance from the manager or an experienced operator.

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