Customer service has definitely become a top priority in most organisations around the world. After all, customers are the most vital asset and businesses go all out to support them and resolve their problems. They seek suggestions, solicit feedback and offer all kinds of gifts and offers to both retain customers and increase their satisfaction.
Yet, the most sincere and earnest efforts for providing top-notch customer service fall flat as most times, customers feel that they are not listened to properly! In fact, a recent study (published in the book ‘Customer Loyalty: How to Earn It, How to Keep It' by Jill Griffin and Jossey Bass) reports that a whopping 87% of customers feel that the companies they have contact with don't listen to them good enough! Most customers end up feeling annoyed and exasperated at their ‘futile' attempts to get through to a customer service representative!
Customers literally crave effective listening with undivided attention. So much so that, the greatest compliment an organisation can pay a customer is to listen to them. Really listen - as if you mean it and what the person is saying really matters!
Tips for developing listening skills
The golden rule is: when a customer starts talking, drop everything and concentrate on listening to what he is saying. In face-to-face contact, tune out all distractions like other customers, conversations, etc. and maintain comfortable eye contact while the customer is speaking. If on the telephone, sit up immediately and forget multi-tasking like reading emails or even browsing the web. Do not even be preoccupied with what you will say next or how to counteract the issue as it will only cause you to lose attention. Avoid making assumptions or jumping to conclusions, thinking that you already know what the customer wants.
Focus totally on the customer, paying attention to not just his words but also the accompanying tone, inflection, body language and other emotional cues. Crossed arms, tension in shoulders and facial expressions can hint at real feelings. Even pauses and silence can help you decipher the unspoken needs. There is the reflexive tendency to butt in with justifications, arguments or even brush away with ‘That's not my department' or ‘you need to talk to….' even before the customer can finish. Remember that abruptly cutting off a customer or challenging the issue is a grave sin. Instead of interrupting, wait till he is done and then paraphrase what has been said to avoid any misinterpretation. This will also demonstrate genuine interest, attention and comprehension; you can even jot down key points if needed. Change your mindset and move from a naturally defensive or challenging mode to a more opportunistic one by asking further questions to clarify the inquiry/complaint and elicit more reactions. Meanwhile, make appropriate affirmative responses like nodding, smiling to show that you are really listening and understanding the issue. You don't have to necessarily agree, just listen without judging and show that you empathise with what the customer feels and understand what he is trying to achieve!
Avoid resorting to stock or rehearsed responses as well. Instead, engage the customer in an interactive conversation by say, talking about how you can solve the problem or seeking suggestions. Even if you need to use practiced responses, do so in a natural and sympathetic manner. Another case in point: Control your emotions and be courteous, no matter how rude the customer might be!
Finally, the most caring and attentive listening will come undone for lack of proper follow-up. So, ensure that you take appropriate action. With this kind of approach, the customer will not just feel good about how he was treated, but also understood, respected, appreciated and valued. And, the ability to connect and build such a rapport works as the biggest differentiator in the marketplace (irrespective of company size and scale). Therefore, listening carefully will not only reap the expected benefits like identifying opportunities to help customers, improving product/service and anticipating future needs, but the customers will actually like you and you will have satisfied, loyal, trusting and committed customers who will gladly spread the good word about the excellent customer service. So listen well to sell more and serve better.
To sum up, most customer service representatives are good talkers. But it pays to shut up and listen carefully! After all, in the world of service, listening is far more important than talking!
No comments:
Post a Comment