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Chapter 5 Listening to

the Customer

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Learning Objectives

Describe why listening is important to customer service

Define the four steps in the listening process List the characteristics of a good listener Recognize the causes of listening breakdown

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Learning Objectives

Develop strategies to improve your listening ability

Use information-gathering techniques learned to better serve customers

Apply concepts discussed to generate meaningful responses to your questions from customers

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Importance of Listening

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Figure 5.2 - The Listening Process

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Figure 5.3 - Questions for the Listener

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Figure 5.5 - Characteristics of Effectiveand Ineffective Listeners

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Personal Obstacles

Biases Psychological distracters Physical condition Circadian rhythm Preoccupation Hearing loss

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Figure 5.6 - Indicators of Poor Listening

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Listening Skill Level

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External Obstacles

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Other Obstacles

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Strategies for Improved Listening

Stop talking Be prepared Listen actively Show a willingness to listen Show empathy

Service recovery: Correcting something that has not gone as promised, by going the extra step of providing compensation for the customer’s inconvenience

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Strategies for Improved Listening

Listen for concepts Listen openly and avoid biases Send positive nonverbal cues

Congruence: ensuring that verbal messages sent are in agreement with the nonverbal cues used

Refrain from arguing Take notes, if necessary

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Information-Gathering Techniques

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Additional Question Guidelines