Listening to the Customer CHAPTER FIVE Listening to the Customer

LEARNING OBJECTIVES Describe four listening steps Actively gather and provide information Recognize internal & external obstacles to listening Develop listening strategies Create customer relationships

WHY IS LISTENING IMPORTANT? Primary means to determine needs ¾ of 129 managers (74.3%) = passive/detached White-collar workers = 25% efficiency

WHAT IS LISTENING? Primary means to gather information Active process

THE LISTENING PROCESS

CHARACTERISTICS OF GOOD LISTENERS Empathetic Understanding Patient Attentive Objective

CAUSES OF LISTENING BREAKDOWN Personal obstacles External obstacles Additional obstacles

PERSONAL LISTENING OBSTACLES (1) Biases Psychological distracters Physical condition Circadian rhythm Preoccupation

PERSONAL LISTENING OBSTACLES (2) Hearing loss Listening skill level Thought speed Faulty assumptions

EXTERNAL LISTENING OBSTACLES Information overload Other people talking Ringing phones Speakerphones Office and maintenance equipment Physical barriers

ADDITIONAL LISTENING OBSTACLE Customer language barrier Customer disability Customer communication skill level

POOR LISTENING INDICATORS Customers seek others You miss key details You have to ask to repeat Unsure of action required Customer’s question your listening Daydreaming/dis- traction Miss nonverbal cues Incorrectly answer questions

LISTENING STRATEGIES Stop talking Prepare yourself to listen Listen actively Send positive nonverbal cues Do not argue Take notes Ask questions

INFORMATION GATHERING TECHNIQUES Open-ended questions Closed-end questions

OPEN-ENDED QUESTIONS Identify customer needs Gather a lot of information Uncover background data Uncover objectives Give customer opportunity to speak

CLOSED-END QUESTIONS Verify information Close an order Gain agreement Clarify information

ADDITIONAL QUESTION GUIDELINES Avoid criticism Ask positive questions Ask direct questions Ask how you can serve