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Recently I changed long distance carriers and telephoned my local
carrier to approve the switch. The local carrier representative mentions
my eligibility for a new reduced rate plan. After I agree to enroll,
she says it will go into effect within a week and gives me a start
date. Three weeks later another local carrier representative calls
to sell the same reduced rate plan to me - again! After asking him
to check my account, he discovers it is not activated. He muses about
a glitch; and he tells me to call customer service. I explain
to the local carrier customer service representative the sequence
of events. With defensiveness she blurts out, "But your long distance
carrier could not have sold this plan to you. Only we, your local
carrier, can activate any local rate plan changes." It's annoying and rude when a customer service person communicates they are
not listening. "I don't really care," is the message. Listening is not the
same as hearing. We're born with the ears to hear. But listening takes energy,
time and practice. Here are six steps to demonstrate your ability to listen,
save time and reduce stress in the process.
First, give your full attention to your customer. When I spoke
with the local telephone carrier representative I heard clicking
on a computer keyboard and
other conversations in the background. If those distractions had some of my
attention, it's likely the customer service representative was distracted also.
Be physically, mentally and vocally part of the conversation.
Second, ask clarifying questions before you do your talking. If you
want to clearly understand your customer's concerns, respond to a
complaint, objection
or concern first with a question ('So what you are saying is ... '.) Then keep
quiet while you listen to their reply.
Third, anticipate keywords. With experience you learn how to quickly satisfy
the most common complaints. When you hear keywords about these everyday situations
use them to help you suggest a solution when the time comes. This is sometimes
called leveraging.
Fourth, listen for feelings first and specifics second. Check your understanding
of their emotions from their point of view ("It must be frustrating to not
get what you think you were getting.") If that perception check is correct,
("Yes I am just fit to be tied,") continue with the specific ideas you heard
your customer express. This type of verbal feedback, particularly on the telephone,
can clarify the concern without you saying something there is no need to say. Fifth, identify what bad listening habits you have and begin to minimize
and improve them. The top five worst listening habits most of us have are:
reacting emotionally, listening only for the facts, getting distracted, faking
attention and being critical of the speaker's delivery. Found yours? Know it
and do something improve it. Sixth, take notes. Everyone in today's business environment, hears ideas,
concerns and comments from many people. It's easy to mix one customer's comments
with anothers. Take notes of keywords, important ideas and the whole picture
as you listen.
A famous philosopher once said, "We only hear half of what is said to us,
understand only half of that, and remember only half of that." You can deliver
service more satisfactorily, reduce misunderstandings and show your customer
you do care when you use the six steps to listening. | 