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Enhancing Customer Listening Skills for Better Relationships

This chapter focuses on the importance of effective listening in customer interactions. It outlines four key listening steps, identifies internal and external barriers to listening, and offers strategies to overcome these challenges. Good listeners are characterized by empathy, understanding, and attentiveness. By adopting effective listening techniques, such as asking open-ended questions and actively engaging customers, organizations can better understand customer needs and foster stronger relationships. Improving listening skills is vital for enhancing communication and ensuring customer satisfaction.

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Enhancing Customer Listening Skills for Better Relationships

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  1. CHAPTER FIVE Listening to the Customer

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

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

  4. WHAT IS LISTENING? • Primary means to gather information • Active process

  5. THE LISTENING PROCESS

  6. CHARACTERISTICS OFGOOD LISTENERS • Empathetic • Understanding • Patient • Attentive • Objective

  7. CAUSES OF LISTENING BREAKDOWN • Personal obstacles • External obstacles • Additional obstacles

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

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

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

  11. ADDITIONAL LISTENING OBSTACLE • Customer language barrier • Customer disability • Customer communication skill level

  12. 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 POOR LISTENING INDICATORS

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

  14. INFORMATION GATHERING TECHNIQUES • Open-ended questions • Closed-end questions

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

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

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

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