1. Chapter 3: Listen to your customers
A BIG “LITTLE THING”
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Poor listening may be
The #1 Communication Problem
A huge source of customer dissatisfaction and annoyance
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Learning objective 1: understand the distinction between hearing and listening
HEARING: a purely physical process whereby acoustic energy (sound waves) is changed to mechanical or electrochemical energy that the brain senses
LISTENING: involves the psychological processes that allow us to attach meaning to the patterns of energy we hear. It is effected by differences in perception, biases, our predispositions, our lack of patience, etc.
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4. Learning objective 2: describe factors that complicate listening
INTERNAL ELEMENTS AFFECTING LISTENING
The words or sounds used
The referents for these sounds—the words need to make sense
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5. Learning objective 2: describe factors that complicate listening
ENVIRONMENTAL FACTORS AFFECTING LISTENING
Our individual listening capacity
Noise
Use of gatekeepers (those who filter and interpret messages for us)
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6. Learning objective 2: describe factors that complicate listening
INTERACTIONAL ELEMENTS AFFECTING LISTENING
Self centeredness
Self-protection
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Learning objectives 3, 4: assess your own listening tendencies and avoid bad habits
ACTION TIPS:
1. Stop talking
2. Go to a good place
3. Avoid faking attention
4. Be patient, defer disagreement
5. Listen for more than just facts
6. Bite your tongue before interrupting
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Learning Objective 5: Employ positive approaches to better, active listening
POSITIVE STEPS FOR BETTER LISTENING
7. Reinforce the customer with positive cues
8. Solicit clarification
9. Minimize the number of gatekeepers
10. Try counter-attitudinal advocacy
11. Take notes
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If we give undivided attention to our customers, co-workers, and associates, we will see a dramatic improvement in our ability to meet customer needs and win their loyalty.
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