Customer Service: Skills for Success, 4th Edition

INSTRUCTORS MANUAL

Chapter 5 Listening to the Customer

LESSON OVERVIEW

Chapter 5 focuses on a very important skill: listening. You may want to use various

listening-related activities to enhance the text content and give students listening practice.

Throughout the chapter, students are asked to analyze their current skill levels and to

think of new ways to implement the strategies outlined in the text. The features,

interactive exercises and ancillary materials provided with Customer Service: Skills for

Success, 4e are designed to facilitate better student comprehension and learning.

1

CHAPTER OUTLINE

The textbook outlines the chapter with the following headings to focus and direct major

lecture topics.

Learning Objectives, p. 112

In the Real World – Education, p. 112

Quick Preview, p. 113

Why is Listening So Important? p. 114

What is Listening? p. 114

--Hearing and Receiving the Message, p. 116

--Attending, p. 116

--Comprehending or Assigning Meaning, p. 116

--Responding, p. 116

Characteristics of a Good Listener, p. 118

Causes of Listening Breakdown, p. 119

--Personal Obstacles, p. 119

Biases, p. 119

Psychological Distracters, p. 119

Physical Condition, p. 120

Circadian Rhythm, p.120

Preoccupation, p. 120

Hearing Loss, p. 121

Listening Skill Level, p. 121

2

Thought Spread, p. 121

Faulty Assumptions, p. 122

--External Obstacles, p. 123

Information Overload, p. 123

Other People Talking, p. 123

Ringing Phones, p. 123

Speakerphones, p. 123

Office and Maintenance Equipment, p. 124

Physical Barriers, p. 124

--An Additional Obstacle, p. 124

Strategies for Improved Listening, p. 125

--Prepare Yourself, p. 125

--Listen Actively, p. 126

--Show a Willingness to Listen, p. 127

--Show Empathy, p. 127

--Listen for Concepts, p. 127

--Be Patient, p. 127

--Listen Openly, p. 128

--Send Positive Nonverbal Cues, p. 128

--Don’t Argue, p. 128

--Take Notes, if Necessary, p. 129

--Ask Questions, p. 129

Information-Gathering Techniques, p. 129

3

--Open-End Questions, p. 129

Identify Customer Needs, p. 129

Gather a Lot of Information, p. 129

Uncover Background Data, p. 130

Uncover Objections During a Sale, p. 130

Give the Customer an Opportunity to Speak, p. 130

Examples of Open-End Questions, p. 130

--Closed-End Questions, p. 131

Verifying Information, p. 131

Closing an Order, p. 131

Gaining Agreement, p. 131

Clarifying Information, p. 131

Examples of Closed-End Questions, p. 131

Additional Question Guidelines, p. 132

--Avoid Criticism, p. 132

--Ask Only Positively Phrased Questions, p. 132

--Ask Direct Questions, p. 132

--Ask Customers How You Can Serve Better, p. 133

Summary, p. 133

Key Terms, p. 133

Review Questions, p. 133

Search It Out, p. 134

Collaborative Learning Activity, p. 134

4

Face to Face, p. 134

In the Real World, p. 135

Planning to Serve, p. 135

Quick Preview Answers, p. 136

Ethical Dilemma Summary, p. 136

5

CHAPTER OBJECTIVES

The objectives will help you and the students discover the concepts and information that

should be understood upon completion of the chapter. You may want to access the

PowerPoint (PPTs) slides for Chapter 5 when you begin the study of the chapter and

discuss each Learning Objective briefly. Each Learning Objective will be discussed

separately in the Lecture Notes below, but are shown here in total as an overview of the

sections being presented in Chapter 5. Use PPT1 and PPT2: Chapter Objectives in

discussing the Chapter Objectives. You may want to flip back to the PPT1 and PPT2 as

you discuss each objective in the next sections.

After completing this chapter, the students will be able to:

1 Describe why listening is important to customer service.

2 Define the four steps in the listening process.

3 List the characteristics of a good listener.

4 Recognize the causes of listening breakdown.

5 Develop strategies to improve listening ability.

6 Use information-gathering techniques learned to better serve

customers.

6

KEY TERMS, p. 133

Key terms are posted in the student textbook margins and placed in bold in the copy.

They are listed alphabetically here for your quick reference.

attending, p. 116 lag time, p. 121

biases, p. 119 listening, p. 114

circadian rhythm, p. 120 listening gap, p. 121

closed-end questions, p. 131 memory, p. 116

comprehending or assigning meaning, p. 116 objections, p. 130

congruence, p. 128 open-end questions, p. 129

customer needs, p. 129 personal obstacles, p. 119

employee assistance program (EAPs), p. 121 psychological distracters, p. 119

external obstacles, p. 123 recognition, p. 116

faulty assumptions, p. 122 responding, p. 116

hearing , p. 116 thought speed, 121

information overload, p. 123

7

LECTURE OUTLINE AND LECTURE NOTES

General Teaching Suggestions for Chapter 5:

Instructor Note 1:

This chapter helps emphasize the importance of listening and receiving messages

from others. Depending on the students’ level of knowledge or expertise, you may

want to bring in additional articles, handouts and activities to supplement and

reinforce the text content.

Additionally, as suggested in the Search It Out activity on page 134 in the

chapter, you may want to have students do some Internet research and report

findings to the class. This research might be collecting other organizational

philosophies and material related to the topic of listening to the customer

Instructor Note 2:

Before the students arrive, write the terms on the board that you will be

emphasizing in this chapter. When the students settle in, you may do a quick

review of the terms by asking students to provide an extemporaneous definition.

This activity may serve to let you know what information students remember

from reading the chapter or from experiences in the business world.

Instructor Note 3:

First day of the class: Take attendance and take care of other administrative

duties or paperwork. Here are some optional activities to supplement those listed

8

in the chapter. Use these as you wish to supplement and enhance the content of

the chapter. General Notes for Selected Activities: Use these as you have time

and as students’ interest dictates:

1. Activity : Set up a panel of managers from local businesses or have a guest

speaker (consultant or professor who teaches the topic regularly, conducts

research and works with organizations to improve listening and communication

within an employee group) to come in to talk with the group.

2. Activity : Begin the class by dividing learners into equal groups of 3 or 4 people

(depending on class size). Give each group a marker and sheet of newsprint

(flipchart paper). Ask each group to brainstorm a list of positive listening

behaviors they believe contribute to good listening techniques and enhanced

customer service. Have them explain their list to the rest of the class. Tie in their

comments to chapter content.

3. Activity : You may want to gather additional reference material related to

organizations that have had breakdowns in communication. Get personal

experience input from learners. You may find interesting stories on various

company communication issues in The Wall Street Journal, U.S. News and World

Report, and your local newspapers.

4. Activity : Assign an out-of-class activity for learners to gather additional articles

or information about chapter-related topics. Have them write a brief (no more

than one typed page) summary of the article, properly documented.

5. Activity : Have learners conduct field research and write a brief report before the

next meeting. The focus might be on a visit to an organization or business to

9

observe factors related to chapter content (e.g., the approach service providers

take to listening, the appearance of the business, and any other factor that

contributes to the service culture).

If you have not secured the Video to be used with Customer Service: Skills for

Success, 4th Edition, you may want to order it now so that you can use it for the

end-of-chapter video scripts.

Chapter 4 Activities from last class meeting: Activities may have been assigned

to student groups from last week to turn in this week or at another time you have

designated. If you assigned or plan to assign any of the activities noted in Chapter

4 Lesson Notes, you may want to discuss them during this class meeting. (See

Instructor Note 24, Work It Out 4.5 in the Instructors Manual, p. 20). You may

also want to spend some time reviewing the activities from the Search It Out,

Collaborative Learning Activity, Planning to Serve, and the In the Real World

sections, which are listed in the end-of-chapter materials. Note: Your students

may need additional time to do some of the research activities. If so, assign the

reports to be completed by another class meeting of your choosing.

LESSON NOTES: The following are specific instructional strategies related to

Chapter 5: Listening to the Customer.

Instructor Note 4:

Consider beginning with another brainstorming activity that generates a list of

items related to any of the chapter topics and tie that into overall chapter content.

The Quote on page 112 may stimulate some discussion: what did Henry Ford

mean by the statement, “If there is any one secret of success, it lies in the ability

10

to get the other person’s point of view and see things from that person’s angle as

well as from your own”? How does this relate to the study of customer service?

(Student answers will vary for all class discussions; you can contribute your

interpretations of the quote as well). You may mention to the class that often

much is communicated without ever opening one’s mouth.

Instructor Note 5:

Show PPTs 1 and 2: Chapter Objectives to briefly introduce students to the

topics in Chapter 5. As you briefly introduce each objective, ask students for

comments about what they think each objective will involve.

Move quickly on to the In the Real World on pages 112-113. Review the

information about Jenks Public School. Review with the students how it started

and how they rate Strong Quality Leadership, Customer Focus, and

Systems/Process Focus in the organization. What is the watchword that Jenks

emphasizes? (i.e., continuous improvement for the organization and leaders,

teachers, staff, and parents are regularly trying to exceed previous achievements)

Ask students if they know anyone who is or has been an employee or student at

Jenks; ask them what they think of the Jenks’ philosophy (answers will vary).

Quick Preview—Have students respond (orally or in writing) to the Quick

Preview questions. The answers are located in the student text on page 136. A

show of hands will give you an understanding of these questions. Tie the

information to the objectives and the material in the chapter.

Instructor Note 6:

11

Learning Objective 1: Describe why listening is important

to customer service.

Learning Objective Note: PPTs 1, 2, 3 should be used with Learning Objective 1,

page 114.

WHY IS LISTENING SO IMPORANT? p. 114

Students need to understand the concept of good listening and its importance to

customer service success. Listening is the primary means used by customer

service professionals to determine customer needs. Most people take listening for

granted. They incorrectly assume that anyone can listen effectively.

Unfortunately, this is not true. According to studies by Wolvin and Coakley in

their book Listening, one survey found that 74.3 percent of 129 managers

surveyed perceived themselves to be passive or detached listeners. With this type

of an example at managerial levels, it is little wonder that many employees exhibit

similar behavior and an appearance of indifference when dealing with customers.

In his 1957 study, Dr. Ralph G. Nichols, sometimes called the father of listening,

found that the average white-collar worker in the U.S. typically exhibited a mere

25 percent efficiency rate when listening. This means that 75 percent of the

message was lost. Review Figure 5.1 and help students understand the math

calculations located in the figure. Use PPT3 to define listening. Briefly discuss

the four phases that will be presented next: receiving/hearing the message,

attending, comprehending/ assigning meaning and responding.

Refer students to the Customer Service Success Tip on page 114. Ask students

why they think it is important to stop and pay attention to the customer.

12

Instructor Note 7:

Learning Objective 2: Define the four steps in the

listening process.

Learning Objective Note: PPT 3-4 should be used with Learning Objective 2,

pages 114-117.

WHAT IS LISTENING, p. 114

Students should understand the concept behind this objective since the steps

define and explain the listening process.

Instructor Note 8:

Activity : Form equal-sized groups and have each group discuss the three

scenarios in Work It Out 5.1 Implied Messages, page 115. Have students answer

each of the questions shown for the scenarios, then solicit examples from various

groups. Discuss their responses. (Student answers will vary).

Review Figure 5.2 and show PPTs 3 and 4 as you go over the listening process.

Listening is your primary means of gathering information from a customer or

another person.

True listening is an active, learned process, as opposed to hearing, which is a

physical action of gathering sound waves through the ear canal. When you

actively listen, you go through a process consisting of various

phases—hearing/receiving the message, attending, comprehending/assigning

meaning, and responding.

HEARING AND RECEIVING THE MESSAGE, p.116

13

Hearing/Receiving. Assuming that you have a normal range of hearing, hearing is

the passive physiological process of gathering sound waves and transmitting them

to the brain, where they are analyzed. This is usually a simple process; however,

because of external noises and internal distracters (psychological and physical),

the customer's message(s) may be lost or distorted. Using some of the strategies

for improvement found in this chapter can help you listen more effectively.

ATTENDING, p. 116.

Attending. Once your ears pick up sound waves, your brain goes to work focusing

on or attending to that sound. In the process, it tries to sort out everything being

heard. This effort involves trying to decide what's important so that you can focus

attention on the proper sound. This becomes extremely difficult when you receive

multiple messages or sounds. That is why it's important to eliminate as many

distractions as possible. For example, you could forward telephone calls, shut

your door or turn off your computer monitor during a meeting or find a quiet

place to meet.

COMPREHENDING OR ASSIGNING MEANING, p. 16

Comprehending/Assigning. Once you've decided on which message or customer

to listen, your brain begins a process of comprehending or assigning meaning to

what you heard. Just like a computer, your brain has files of information—sounds,

sights, shapes, visions, experiences, or knowledge on various topics—it sorts

through. As it compares what was heard to what is stored, it tries to match the

pieces. For example, you hear a voice over the phone that sounds familiar. The

14

brain goes to work trying to match the voice to a name or person with whom

you've dealt before. This is called memory and recognition.

Instructor Note 9:

Activity : Refer to Figure 5-3 - Questions for the Listener, p. 117. Point out that

listeners are meant to ask themselves these questions to determine how well they

analyze customer messages. These are questions that they should think about be-

fore coming into contact with a customer so that they are adequately prepared to

listen.

RESPONDING, p. 116

Responding. The last phase of the listening process is responding. Selecting an ap-

propriate response is crucial to the success of your customer interactions. The

words you select, the way you deliver them, the timing and location, and the non-

verbal signals you send all have meaning. Each impacts the way others perceive

and interpret your message. This is why care must be taken to consciously select

the appropriate response and method of delivery when dealing with customers. A

wrong choice could mean lost business or worse (e.g., the customer could get an-

gry or violent).

Instructor Note 10:

Activity : ASK: How do you know when someone is listening to you? Lead a

discussion on ways to tell if a person is listening during a conversation. Refer

students to Work It Out 5.2 on page 116. Have them think of some instances

where this happened and ask them to share those experiences during the class

15

discussion that follows. Allow 10 or so minutes, bring the class together, and ask

for responses. On a flipchart, record their answers.

Follow this activity with Figure 5.4. Let students take the self-assessment and

develop an improvement plan, based on the scores if needed. The key is at the

bottom of the assessment chart.

Instructor Note 11:

Learning Objective 3: List the characteristics of a good

listener.

Learning Objective Note: PPT5 should be used with Learning Objective 3, pages

118-119.

CHARACTERISTICS OF A GOOD LISTENER, p. 118.

Students should be able to list and describe the characteristics of a good listener,

since these characteristics may help the student in customer service activities with

customers.

Activity : Review the Customer Service Success Tip on page 118 with the class.

Ask them if they have a friend or acquaintance who does this. At least a couple

students will probably know someone who does this, as it is a common habit.

Successful listening is essential to service excellence. Like any other skill,

listening is a learned behavior that some people learn better than others. Some

common characteristics possessed by most effective listeners include the

following list on PPT5. Additional characteristics can be found in Figure 5-4 –

Characteristics of Effective and Ineffective Listeners, p. 118.

16

Review the traits in Figure 5-4 with the students. Note the difference in the traits

of effective and ineffective listeners. Use PPT5 to review the characteristics of

effective listeners: empathy, understanding, patience, attentiveness and

objectivity.

Empathy: By putting yourself in the customer's place—trying to relate to their

needs, wants, issues and concerns—you can often reduce the risk of providing

poor service. Some customer service professionals neglect the customer's need for

compassion, especially in cases where the customer is dissatisfied. Such

negligence tends to magnify or compound the effect of the initial poor service the

customer received.

Understanding: The ability to listen as customers verbalize needs and to ensure

that you understand them is essential in accurately servicing the customer. Too

often, you hear people say the words, "I understand what you mean," when it is

obvious they have no clue to the level of emotion being felt. If this happens while

a customer is upset or angry, the result could include such things as flared

tempers, loss of business, bad publicity and, at the far end of the continuum, acts

of violence.

Patience: Many people spend time thinking of what they will say next rather than

listening to what is being said. Taking time to slow down and actively listen to

customers makes them feel important and allows you to better meet their needs.

Patience is especially important when there is a language barrier or speech

disability involved. Your job is to take extra care to determine the customer's

needs, and then respond appropriately. In some cases, you may have to resort to

17

the use of an interpreter or written communication in order to determine the

customer's needs.

Attentiveness: By focusing your attention on the customer, you can better interpret

his or her message and satisfy his or her needs. Attentiveness is often displayed

through nonverbal cues (e.g., nodding or cocking of the head to one side or the

other, smiling or using paralanguage).

Objectivity: When dealing with customers it is important to avoid subjective

opinions or judgments. If you have a preconceived idea about customers, their

concerns or questions, the environment or anything related to the customers, you

could mishandle the situation.

Listen openly and avoid making assumptions. Allow customers to describe their

needs, wants or concerns; then analyze them fairly before taking appropriate

action.

Instructor Note 12:

Direct students’ attention the photo on page 119. Ask them to analyze the

behavior of the people in the photo. Ask students to respond to the question in the

photo caption: What should customer service professionals do to achieve these

goals of active listening? (Students should respond that the person should

understand why listening is important and realize if he or she has any listening

problems that need to be solved.) Students should review the list of good listener

characteristics to see if any are lacking from their own set of listening skills if so,

students should develop a plan to improve them. If your help is needed, you can

certainly work with students to develop better listening skills.

18

Instructor Note 13

Learning Objective 4: Recognize the causes of listening

breakdown.

Learning Objective Note: PPTs 6 should be used with Learning Objective 4,

pages 119-124.

CAUSES OF LISTENING BREAKDOWN, p. 119

Students should be familiar with the causes of listening breakdown so they can

avoid these same types of behavior in the workplace.

Use PPT 6: Causes of Listening Breakdown to review the typical causes of

breakdowns in listening. You will review Personal Obstacles, External Obstacles

and an Additional Obstacle noted in the following information:

Many factors contribute to ineffective listening. Some of these are internal, while

others are external, over which you have no control. The key is to recognize

actual and potential factors that can cause ineffective listening and then strive to

eliminate them.

PERSONAL OBSTACLES, p. 119

As a listener, you sometimes have individual characteristics or factors which get

in the way of effectively listening to the customer.

Biases: Your opinions or beliefs about a specific person, group, situation or issue

can sometimes cloud your ability to objectively listen to what is being said. These

biases may result in preconceived and sometimes incorrect assumptions. They can

also lead to service breakdown, complaints and angry or lost customers.

19

Activity : Lead a discussion on biases and their impact on effective customer

service. Elicit personal biases that students have and talk about their possible

implication in the service environment.

Psychological distracters: Your psychological state can impede effective

listening. If you are angry, upset or simply don't want to deal with a particular

person or issue, your listening ability may be negatively affected. Think about a

time when you had a negative call or encounter with a customer or someone else

where you became frustrated or angry. Did your mood, and possibly your voice

tone, change as a result? Did that emotion then carry over and affect another

person later? Often when people become upset, time is needed to "cool off"

before dealing with someone else. If this does not happen, the chance that you

will raise your voice or become frustrated at the next person you contact is

increased greatly. And, if this second encounter also escalates because of the new

person's reaction to a negative tone or attitude, you might respond inappropriately,

thus starting a vicious cycle. You get mad at a person; your tone carries over to a

second, who in turn gets upset with your tone; you escalate and then carry that

mood to a third person and so on. All of this potentially lessens your ability to

listen and serve customers effectively.

Physical condition: Another internal factor that can contribute to or detract from

effective listening is your state of wellness and fitness. When you are ill, fatigued

or in poor physical condition, listening can suffer. We often hear that a good diet

and exercise are essential to good health. They are also crucial for effective

listening. Try not to skip meals when you are working, stay away from foods high

20

in sugar content, and get some form of regular exercise. All of these impact

physical condition. To increase fitness, try something as simple as using the stairs

throughout the day rather than the elevator or escalator. Another option is a brisk

walk at lunchtime. All of these can help you maintain your "edge" in order to be

better prepared for a variety of customer encounters.

Instructor Note 14:

Activity : Lead a discussion on nutrition and exercise habits, how they affect a

person’s ability to interact with others and perform his or her job duties

effectively, and how they impact them physically. You may want to bring in

supplemental handouts on nutrition and fitness research for students. Refer

students to the Work It Out 5.3; have students work on this activity to develop a

personal plan of nutrition and exercise.

Circadian Rhythm: Each person has a natural 24-hour biological pattern

(Circadian Rhythm) by which they function. This "clock" often identifies the

body's peak performance periods. Some people are said to be morning people,

whose best performance typically occurs early in the day. They often wake early,

"hit the ground running," and continue until after lunch when the natural rhythm

or energy level in their body begins to slow down. For such people afternoons are

often a struggle. They may not do their best thinking and perform physically at

peak during that point in the day.

Evening people often have just the opposite pattern of energy. They struggle to

get up or perform in early morning; however, in afternoon and evening they are

21

just hitting their stride. They often stay awake and work or play until the early

hours of the next day when the morning people have been sound asleep for hours.

From a listening standpoint, it is important to recognize your own natural body

pattern so that you can position your heaviest amount of important listening or

productivity during your peak period if possible. For example, if you are a

morning person, you may want to approach your boss and suggest that he or she

put you in a position of customer contact, where you handle problem situations,

early in the day. At that point, you will likely be most alert and productive, and

less stressed and less apt to become frustrated or irritated by abusive or offensive

behavior by others.

Preoccupation: When you have personal or other matters on your mind (such as

issues related to finance school, marriage, family or personal/work projects), it

sometimes becomes difficult to focus on the needs and expectations of the

customer. This can frustrate both you and the customer. While it's difficult to turn

off personal problems, you should try to resolve them before coming to work,

even if it means taking time off to deal with them. Many companies offer

resources to assist employees in dealing with their personal and performance

issues. Through Employee Assistance Programs (EAP), many organizations are

offering counseling on such areas as finance, mental hygiene (health), substance

abuse, marital and family issues and workplace performance problems. Check

with your supervisor to identify such resources in your own organization or ask

about these services during the interview process when you apply for a position.

22

Hearing loss: Many people suffer hearing loss due to physiological (physical)

problems or extended exposure to loud noises. Often, out of vanity or

embarrassment, these people do not take action to remedy the loss. If you fall into

either case, a hearing loss can lead to frustration for you and your customer(s)

because of missed messages or inappropriate responses. If you find yourself

regularly straining to hear someone, having to turn one ear or the other toward the

speaker, or having to ask someone to repeat what they said because you didn't get

the entire message, you may have a hearing loss. Suspected hearing loss should be

referred to your physician or an audiologist (hearing specialist) quickly to reduce

possible further complications or loss.

Listening skill level: People communicate on different levels based on their

knowledge and experiences in the area of communication. Adults are essentially

kids with big bodies. In short, what behavior they learned as children they likely

repeat as an adult. For example, if you were reared in a home environment and

were exposed to people who used positive listening skills, provided feedback and

used nonverbal communication and effective interpersonal skills when dealing

with others, you likely use similar techniques as an adult. On the other hand, if

your experiences were negative and you did not have good communication role

models, chances are that you struggle in dealing with others effectively. Listening

is the primary skill most people have for gathering information.

Instructor Note 15:

Activity : Have students respond to the following question by raising a hand if it

applies to them:

23

For those of you who attended public school from grades 1-12, how many of

you took a course on how to listen effectively?

Unfortunately, in the United States, listening as a skill is not taught in most public

school systems. Only if someone takes it upon him or herself to read, listen to

audiotapes, view videos or attend seminars or college courses on listening do they

ever learn the proper techniques involved in the skill. Like anything else related to

communication, listening is a learned behavior. Too often, despite an adult’s well-

meaning intentions, negative techniques are often used to teach listening to

children. Think about your own experiences or events you have witnessed where

an adult is "teaching" a child to listen. You likely heard or saw things like the

adult grasping the child's face, looking directly at them and saying something like,

"Look at me when I'm talking to you," or saying the same thing without touching

in a harsh tone.

Now think of this from an adult’s standpoint. If someone did that to you today,

would it make you want to focus your attention and say, "Yes, what is it?" Or,

would a barrier go up, with listening stop as your emotional state escalated?

Remember, if you learned this negative behavior as a child, you will likely repeat

it as an adult unless a new behavior replaces the old.

Thought speed: Your brain is capable of comprehending messages delivered at

rates of up 4-6 times faster than the speed at which the average adult in the United

States speaks [approximately 125-150 words per minutes ( wpm)]. The

difference between the two rates can be referred to as lag time or listening gap

where the mind is actually idle. The result is that your brain does other things to

24

occupy itself (e.g., daydreaming). To prevent or reduce this distraction, you have

to consciously focus on your customer's message, look for key points, ask

pertinent questions and respond appropriately. If the customer has a complaint or

suggestion, you may even want to take notes, if appropriate. This not only helps

you focus on and recall information, but also demonstrates to the customer that

you are truly interested in the idea or issue.

Instructor Note 16:

Activity : Lead a discussion on techniques to reduce daydreaming (e.g., asking

periodic questions, note taking, paraphrasing, or making eye contact). Use a

flipchart to write down suggested strategies offered by students or yourself.

Faulty assumptions: Because of past experiences or encounters with others, you

may be tempted to make faulty assumptions about your customer's message(s).

Don't. Each customer and each situation is different and should be regarded as

such. Because you had an experience with a past customer does not mean you will

have a similar experience with another.

Refer students to Ethical Dilemma 5.1, page 122. Ask them to work with it as a

group and then write answers to the two questions. Discuss the answers and then

compare them with the suggested answers on page 136.

EXTERNAL OBSTACLES, p. 123

Some barriers to effective listening are out of the service provider’s control. Still,

there should be an effort made to reduce or eliminate them. Discuss some of the

more common external factors.

25

Information overload: We live in an information-driven society. With all the data

arriving from others, through email, telephone, over the television, in person, in

meetings, and from many other sources, the mind can become overwhelmed. Such

overloads can lead to stress, inadequate time to deal with individual situations,

listening breakdowns and reduced levels of customer service.

Instructor Note 17:

Elicit suggestions on ways to reduce the amount of information that service

providers have to deal with daily.

Other people talking: The brain cannot equally focus on two separate sources;

trying to do so leads to listening breakdowns due to missed information. It is

better for service providers to ask a customer to wait while you serve someone

else, rather than attempting to help two people simultaneously. For example, if

someone else approaches while you deal with a customer, smile, acknowledge

them and say, "I'll be with you in just a moment," or at least indicate that message

by holding up your index finger to indicate "1 minute" while you smile.

Instructor Note 18:

Activity : After students have answered the questions in Work It Out 5.4, page

124, Dealing with Interruptions, form equal-sized groups and allow 10-15 minutes

for discussion. At the end of that period, bring them together and discuss as a

class.

Ringing phones: Phones can be an asset or an annoyance. It is important to deal

with customers on the telephone in a professional manner. At the very least,

26

service providers should arrange to have someone take calls when he or she is not

available. Other options include voicemail, pagers or an answering service.

Instructor Note 19:

Activity : Ask students for techniques to handle incoming customer calls during

meetings or while servicing a customer. Ask them how they have seen others

handle such situations.

Speakerphones: These devices allow for hands-free conversations while on the

telephone. They are great for allowing you to continue your conversation while

searching for something the customer has requested. Unfortunately, many people

abuse their use by putting callers on the loudspeaker while continuing to do other

work not related to the caller. This is not only rude, but ineffective

communication. Because the speaker picks up background noise, it is often

difficult to hear effectively, especially if you are moving around the room and not

next to the phone. Many people deplore the speakerphone and you should be

aware that improper use could cause customers to stop calling. One additional

issue with the speakerphone is confidentiality. Since others can hear the caller's

conversation, the caller may be reluctant to provide certain information (e.g.,

credit card and social security numbers, medical information, or personal data).

Whenever you use a speakerphone, it's a good idea to inform the caller if someone

else is in the room with you and/or close your office door, if possible.

Office/Maintenance Equipment: Noisy printers/typewriters, personal computers,

photocopy machines, electric staplers, vacuum cleaners/ buffers and other devices

which provide administrative and service effectiveness or efficiency, can also

27

distract. When servicing customers, eliminate or minimize use of any of these

items. If others are using equipment, try to position yourself or them as far away

from the customer service area as possible.

Physical barriers: Desks, counters, furniture or other items separating you from

your customer can stifle communication. Depending on your job function, you

might be able to eliminate barriers. If possible, do so. These obstacles can

nonverbally distance you from your customer and depersonalize your service. Be

conscious of how you arrange your office or workspace. Side by side (facing the

customer at an angle) seating next to a table is preferable to sitting across from a

customer in most situations. An exception to this might be circumstances where

you provide service to customers who may become agitated or potentially violent

(e.g., clerks of court offices—where people come in to register for traffic or other

type of violations of the law; public utility offices—where people come to

complain or pay for services being disconnected; and driver's license offices—

where testing is done and people may be upset because they cannot obtain a

driver’s license).

AN ADDITIONAL OBSTACLE, p. 124

Instructor Note 20:

The customer’s communication ability can also impede listening. A service

provider cannot change someone’s ability to effectively communicate or listen.

He or she can only control the response given to a customer. If a customer has a

disability or speaks English as a second language, the service provider should

strive to understand and use alternative measures for communication (e.g., written

28

communication, sign language, TTY/TDD, gestures, pictures, symbols, or use of a

translator).

Instructor Note 21:

Now that students have studied the obstacles to effective listening and reviewed

the material, go back to page 120 and ask students to analyze the photo. Ask for

input from students about how they feel when a customer service professional

gets angry and raises his or her voice. Ask for examples of when this has

happened and what circumstances initiated the issue. Did the student do anything

to calm down the customer service professional or did the student do something

that caused the upset?

Instructor Note 22:

Learning Objective 5: Develop strategies to improve your

listening ability.

Learning Objective Note: PPTs 7-9 should be used with Learning Objective 5,

pages 125-129.

STRATEGIES FOR IMPROVED LISTENING, p. 123

Students should understand basic strategies to improve their listening ability.

Use PPTs 7, 8 and 9 to lead the discussion on the strategies for improved

listening.

STOP TALKING, P. 125

You cannot talk and actively listen at the same time. When the customer starts

talking, you should stop and listen carefully. One common mistake that many

people make is to ask a question, hesitate, and if no answer is immediately

29

offered, ask a second question or "clarify" their meaning by providing additional

information. A habit like this is not only confusing to the listener, but rude.

Some people like to reflect on what they heard and then formulate just the right

answer before responding. In the case of people who speak a second language, or

who have a disability, they may either be translating the information received into

their own language or trying to assimilate your message before trying to create an

appropriate response. If you interrupt with additional information or questions,

you can interfere with their thought patterns and might frustrate them. As a result,

the listener may not speak or respond at all because he or she is embarrassed or

confused or because he or she figures that you aren't really listening or interested

in their response.

To avoid such a scenario, plan what you want to say, ask the question and then

stop speaking. For example, "Mr. Swanson, how do you think we might resolve

this issue?"

Following the question, stop talking and wait for a response. If a response does

not come in a minute or so, try repeating the question in a different format

(paraphrase), possibly offering some guidance to a response and concluding with

an open-ended question (one that encourages the listener to give opinions or

longer responses).

For example, "Mr. Swanson, I'd really like to help resolve this issue. Perhaps we

could try_____ or ______. How do you think that would work?"

Activity : Lead a discussion emphasizing the impact of interrupting someone as

they speak in a customer service environment. Stress possible frustration, anger,

30

confrontation, requests to speak to a supervisor, loss of business and similar

outcomes.

ASK: How do you feel when someone asks you a question and then interrupts to

add more information or to ask another question before you can respond? Discuss

the implications of such behavior in a service environment if they are guilty of

such behavior.

PREPARE YOURSELF, p. 125

Before you can effectively listen to someone, you must be ready to hear what they

have to say. Stop reading, writing, talking to others, thinking about other things,

working on your computer, answering phones or dealing with other distracters.

For example, if a customer approaches while you're using a calculator to add a

row of figures, smile, indicate, "I'll be with you in just a moment," or smile and

possibly hold up your index finger to indicate one minute. As quickly as possible,

complete your task, apologize for the delay and then ask, "How may I assist?"

Instructor Note 23:

Have students use Work It Out 5-5, page 125 to help improve students’ listening

skills. What can students do to improve their skills? They can use the strategies

discussed in the text, as well as recognizing behaviors that detract from their

listening skills, and make plans to correct those habits.

LISTEN ACTIVELY, p. 126

Use the basics of sound communication when a customer is speaking. The

following strategies are typically helpful in sending an "I care" message when

done naturally and with sincerity:

31

SMILE!

Do not interrupt to interject your ideas or make comments unless

they are designed to clarify a point made by the customer.

Sit or stand up straight and make eye contact with the customer.

Lean forward or turn an ear toward the customer, if appropriate or

necessary.

Paraphrase (repeat in your own words) their statements

occasionally.

Nod and offer affirmative paralanguage statements (e.g., "I see,"

"uh huh," "really,""yes") to show you're tracking the conversation.

Do not finish a customer's sentence for him or her. Let the

customer talk.

Additionally, focus on complete messages. These include the words, nonverbal

messages and emotions of the customer. If a customer is saying that she's satisfied

with a product but is sending contrary non-verbal signals, you should investigate

further. In a situation where you ran out of blue bowls being given away as gifts

to people who stop by your trade show exhibit, the customer might say, "Oh,

that's okay. I guess a green one will do." At the same time their tone and facial

expression may indicate disappointment. You could counter with, "I'm sorry we're

out of the blue bowls, Mrs. Zagowski. If you'd like one, I can give you a

certificate that will allow you to pick one up when you visit our store, or I can

take your address and ship one to you when I get back. Would you prefer one of

those options?" By being "tuned in" to your customer and taking this extra

32

initiative, you have gone beyond the expected and moved into the realm of

exceptional customer service. Mrs. Zagowski will likely appreciate your gestures

and will probably tell others about the wonderful person she met at the trade show

exhibit and how customer-focused you were.

Instructor Note 24:

Activity : Refer students to Work It Out 5.6 on page 126. Ask students to read

this activity, reflect on the listening problems listed, and then discuss with a

partner for 10-15 minutes what they would do with these problems. Then have

them share with the class and use a flipchart to record their responses for further

discussion.

SHOW A WILLINGNESS TO LISTEN, p. 127

By eliminating distractions, sending positive verbal and nonverbal responses, and

actively focusing on what is being said, you can relax the customer and have a

more meaningful dialogue. For example, when dealing with customers, you

should ensure that you take some of the positive approaches to listening outlined

earlier (e.g., turning off noisy equipment, facing the person, making eye contact,

and smiling while responding in a positive manner). These small efforts can pay

big dividends in the form of higher satisfaction, lowered frustration, and a

customer’s sense of being cared for.

Instructor Note 25:

Have students read Work It Out 5.7, page 127. Then they will note some

problems they have and want to share with the class. Bring the class back together

after 10 minutes to share these strategies about active listening.

33

SHOW EMPATHY, p. 127

Put yourself in the customer's place by empathizing with him or her, especially

when the customer is complaining about what he or she perceives to be poor

service or inferior products. This is sometimes referred to as walking a mile in

your customer's shoes to try to understand his or her emotions and feelings. For

example, if a customer complains that she was expecting a specific service by a

certain date but didn't get it, you might respond as follows: "Mrs. Ellis, I

apologize that we were unable to complete ________________ on the 24th as

promised. We dispatched a truck but the driver was involved in an accident. Can

we make it up to you by (giving a present, taking an alternative action, hand-

delivering, or similar actions)?" This technique, known as service recovery, is a

crucial step in delivering quality service and remaining competitive into the 21st

Century.

LISTEN FOR CONCEPTS, p. 127

Instead of focusing on one or two details, listen to the entire message before

analyzing and responding. For example, instead of trying to respond to one

portion of a message, wait for the customer to provide all the details. Once they

finish, ask any questions necessary to get the information you need to respond

appropriately. For example, "Mr. Chi, if I understand you correctly, you'd like us

to build a new prototype part to replace ones currently being used in the assembly.

You're looking for a total cost for development and manufacture not to exceed

$10,000. Is that correct?"

BE PATIENT, p. 127

34

Not everyone communicates in the same manner. Keep in mind that it is your job

to serve the customer. Do your best to listen and get at the customer's true

meaning or need. When you have a customer who seems to be processing

information and forming opinions or making a decision, don't rush him or her.

This is especially important after you've presented product information and asked

for a buying decision. Answer questions, provide additional information

requested, but don't push. Doing so could frustrate anger and ultimately alienate

the customer. In either instance, you could end up with a complaint or lost

customer.

LISTEN OPENLY, p. 128

Avoid the biases we examined earlier. Remember that you don't have to like

everyone you encounter, but you do have to respect them and treat them fairly and

impartially if you want to maintain a business relationship. For example,

whenever you encounter a person who is rude or from a group that you personally

dislike, you need to try to maintain your professionalism. Remember that you

represent your organization and that you are paid by your employer to serve the

customer (whomever he or she is). If a situation arises that you feel you cannot or

prefer not to handle, call in a co-worker or supervisor. However, be careful in

taking this latter action since you will likely unveil a personal preference that

could later be used against you when you apply for other positions in the

organization or elsewhere. Try to work through your differences or biases rather

than let them hinder your ability to deal with others.

SEND POSITIVE NONVERBAL CUES, p. 28

35

Be conscious of the nonverbal messages you are sending. Even when you are

verbally agreeing or saying yes, you may be unconsciously sending negative

nonverbal messages.

When sending a message, you should make sure that your verbal (words) and

nonverbal (e.g., gestures, facial expressions, body cues) are in congruence. For

example, if you say "Good morning. How may I help you?" accompanied by a

gruff tone and no smile while looking away from the customer, they're not going

to feel welcome or that you are sincere in your offer to assist.

DON’T ARGUE, p. 128

Remember when you were a child on the playground and someone said something

to you and you responded something like, "Did not." They likely challenged with,

"Did too."

Soon the verbal exchange got heated, voices and tempers escalated and someone

may have even started hitting or pushing. Who won? The correct answer is "no

one." That is why you should avoid similar childhood behaviors in dealing with

others as adults—especially your customers or potential customers.

When you argue, you become part of the problem and cannot be part of the

solution.

Learn to phrase responses or questions positively. Even when you go out of your

way to properly serve some customers, they will respond negatively.

Some people seem to enjoy conflict. In such instances, maintain your composure

(count to ten silently before responding), listen, and attempt to satisfy their needs.

If necessary, refer the customer to your supervisor or a co-worker for service.

36

TAKE NOTES, IF NECESSARY, p. 129

If there is a complex issue, names, dates, numbers, or numerous details involved,

you may want to take notes for future reference. This can help prevent your

forgetting or confusing information. Once you have the notes, verify your

understanding of the facts with your customer before trying to resolve the issue.

For example, in an important client or customer meeting, you may want to jot

down key issues, points or follow-up actions or questions. Doing so shows you

are committed to getting it right or taking action.

Instructor Note 26:

Have students analyze the photo on page 128. What is the person doing in the

photo? Ask students how they take notes (if they do) on the phone? Do they keep

a note pad or other writing supplies by the telephone? What note system do they

use for those who take notes?

ASK QUESTIONS, p. 129

Use questions to determine customer needs and to verify and clarify information

received. This will ensure that you thoroughly understand the customer's message

prior to taking action or responding. For example, when you first encounter a

customer, you must discover his or her needs or wants. Through a series of open-

ended (typically start with words such as when, what, how, or why, and seek

substantial amounts of information) and closed-end (often start with such words

as do, did, are, and will, and results in one-syllable or single-word responses)

questions, you can gain useful information.

Instructor Note 27:

37

Activity : Have students think of a time when they were shopping for an item but

were unsure of the exact color or size. What questions did the salesperson use to

get information from them? Ask them to share the information with the class.

Instructor Note 28:

Learning Objective 6: Use information-gathering

techniques learned to better serve customers.

Learning Objective Note: PPT10 should be used with Learning Objective 6, pages

129-132.

INFORMATION-GATHERING TECHNIQUES, p. 129

Students need to know how to collect information and how to sort out facts from

fiction. Many times these skills will be needed when dealing with suppliers and

with customers who have a story to tell.

Use PPT 10 to start a discussion about the types of questions to use for various

information needs.

OPEN-END QUESTIONS, p. 129

Use open-end questions to:

Identify customer needs

Gather a lot of information

Uncover background data

Uncover objections during a sale

Give the customer an opportunity to speak so that if the customer

is upset or dissatisfied, you are allowing the customer the

38

opportunity to vent. You can sometimes reduce the level of tension

and help solve the problem this way.

CLOSED-END QUESTIONS, p. 131

Closed-end questions elicit short, one-syllable responses and gain little new

information. Many closed-end questions can be answered with a yes or no or with

a specific answer, such as a date.

You can use these types of questions to:

Verify information

Close an order

Gain agreement

Clarify information

You can also use additional questions to further your feedback. In order to

generate responses, keep the following points in mind:

AVOID CRITICISM, p. 132

Be careful that your questions do not sound critical. Also remember that

nonverbal messages delivered via tone or body language can suggest criticism,

even if your spoken words do not.

ASK ONLY POSITIVELY PHRASED QUESTIONS, p. 132

Use positive wording by tone of voice and proper word selection.

ASK DIRECT QUESTIONS, p. 132

You generally get what you ask for, therefore, be specific with your questions.

ASK CUSTOMERS HOW YOU CAN BETTER SERVE, p. 133

39

You can find no better or easier way to determine what customers want than to

ask them, and they will appreciate it.

SUMMARY, p. 133

Spend approximately 5-10 minutes reviewing the key concepts of the chapter. Start by

having students review the objectives at the front of the chapter and then discuss specific

items covered to highlight and accomplish those objectives. You may want to go back

through the PowerPoint slides one more time and make a few brief comments related to

each item. Use a question-and-answer format to see what students learned.

KEY TERMS, p. 133

Review the key terms. Students should have used the Student Study Guide to help review

and study the concepts. You may want to give a review quiz on the Key Terms.

REVIEW QUESTIONS, p. 132

Instructor Note 29:

Activity: You may want to divide the class into small groups or conduct a class

discussion of the questions in the Review Section. Possible answers may vary, such as

1. What phases make up the active listening process?

Hearing/receiving the message, attending, comprehending/assigning meaning,

responding.

2. How does hearing differ from listening?

Hearing is the passive physiological process of gathering sounds while listening is

an active process consisting of a variety of phases.

3. According to studies, what is the average rate of listening efficiency for most

adults in the United States? Why is this significant in a customer service

40

environment?

Approximately a 25 percent efficiency rate. By recognizing that most adults do

not listener well, a service provider can be more careful in communicating his or

her message and can also be more attuned to the nonverbal signals sent by

customers, which may indicate that they did not receive an intended message or

are not listening.

4. List 14 characteristics of effective listeners.

Focused, responsive, alert, understanding, caring, empathetic, unemotional,

interested, patient, cautious, open, attentive, willing, and objective.

5. What is an important reason for practicing good listening skills in a customer

service environment?

In a very competitive customer environment, listening is a key skill for

determining need and better gathering information in order to serve the customer

effectively. Active listening can also send positive messages about the service

provider and the organization, thus enhancing customer-provider relationships.

6. Of the characteristics common to good listeners, which do you consider most

important in a customer service organization? Explain.

Students’ answers will vary.

7. What obstacles to effective listening have you experienced, either as a customer

service professional or as a customer?

Students’ answers will vary.

8. How can you determine when someone is not listening to what you say?

Their nonverbal cues (e.g., not making eye contact, looking away, lack of

41

paralanguage, nodding, or other affirmative listening actions) will be a good

indicator. Additionally, they may not respond appropriately to questions, ask you

something that you have already explained, or seem totally confused.

9. What techniques or strategies can be used to improve your listening skills?

Stop talking, prepare yourself, listen actively, show a willingness to listen, show

empathy, listen for concepts, be patient, listen openly, send positive nonverbal

cues, don’t argue, take notes and ask questions.

10. How is the outcome of customer service encounters improved by using a variety

of questions?

It allows the customer to talk and possibly disclose needs, questions, or concerns.

It allows verification of information and understanding of what has been said

already.

SEARCH IT OUT, p. 134

Instructor Note 30:

Assign the Search It Out activity as an out-of-class project and have students bring in

their results to discuss for the next class.

COLLABORATIVE LEARNING ACTIVITY, p. 134

Instructor Note 31:

Assign Developing Team Listening Skills as a group project of three or four members.

Have students read and understand the activity, answer the questions at the end, and share

the experience with the class to gain a group perspective.

Students’ answers will vary.

FACE-TO-FACE, p. 134

42

You work at Regal Florists and have been there four years part time. One of your

customers came in irate over a mix-up with a flower order; the order was taken by a

young worker who has since left the store. Mr. Boyle comes into the store saying that the

order was delivered incorrectly to his secretary and to his wife, creating a big mess in the

office.

Read the scenario carefully. Then answer the questions at the end of the section.

Have students individually complete the questions at the end of the face-to-face activity.

Next, divide them into equal groups and give them 15 minutes to discuss their answers.

Bring the group back together and lead a discussion of the case.

Possible Answers to Questions:

1. Do you think Mr. Boyle should take Regal's past performance record into

consideration? Why or why not?

Objectively yes. He has an on going relationship with the organization. However,

many customers react emotionally to situations such as this and focus on the

moment. Such reaction is human. As stated, one of the reasons that Mr. Boyle has

patronized Regal’s for so long is the fact that employees are typically cheerful,

helpful, and efficient.

2. What listening skills addressed in this chapter should you use in this situation?

Why?

Certainly empathy is crucial. In addition, you should be understanding, be patient

and keep your emotions in check, remain attentive as he speaks, watch his

nonverbal cues, use paralanguage, do not interrupt and paraphrase as appropriate.

You should do these things because you need to effectively gather the information

43

necessary to help resolve this issue. You also do not want to escalate his

emotional state and risk losing him as a customer.

3. What can you possibly do or say which might resolve this situation positively?

Apologize repeatedly, as necessary. Work towards resolution of this issue. You

might suggest that you will talk to your manager and ask him/her to telephone

Mrs. Boyle to apologize and explain the mistake. Also, refund the cost of the

flowers and issue a credit toward a future order (if you have the authority to offer

such things).

4. Based on information provided, how would you have reacted in this situation if

you were Mr. Boyle? Why?

Answers will vary by student.

5. If you were Mr. Boyle, what could be done or said to convince you to continue to

do business with Regal’s?

Some of the strategies in # 3 might work. Assurances that it would not happen

again would also be important.

IN THE REAL WORLD, p. 135

Have students work together to share information about this educational institution. Then

have then answer the questions individually and then as a group. They will then share the

answers with the other groups. Answers will vary.

PLANNING TO SERVE, p. 135

Instructor Note 32:

44

Have students prepare their plans. This is a personal assignment and students may not

want to show their list. If they want input from you, you may make any comments on

their plans that you think are needed to clarify the concepts the students should be using.

No final solutions are given here.

QUICK PREVIEW ANSWERS, p. 136

The answers to the Quick Preview are provided.

ETHICAL DILEMMA SUMMARY 5.1, p. 136 Possible answers are provided in the

text in addition to the activity noted in the IM on page 25.

VIDEO NOTES:

If you ordered the Videos for Customer Service: Skills for Success, 4th Edition, locate the

Video 5 for Chapter 5 to show the class. This scenario takes place in a restaurant; the

focus of the video script is to overcome outside distractions on the job.

There is a rather loud group in the restaurant having a good time when the server/waitress

Jane walks by to take an elderly customer’s (Darla Marks) order. As Darla orders her

beverage, it is hard for her and the waitress to hear the information. Finally Darla agrees

to unsweetened tea. Upon delivery of the tea, they joke about the noise making it hard to

hear lean over to get the order heard. The noise continues even louder now with the

arrival of a birthday cake and congratulations being offered. Jane and the customer Darla

go back and forth trying to hear each other, finally getting very close. Jane offers to move

Darla to a less noisy area but she refuses and says it does not bother her.

Have the students view the video, taking notes. Suggest they look and listen at the efforts

being taken by the server/waitress and by the customer being served. Should the waitress

have done anything else to help the customer? Maybe she should have been seated in a

45

quieter area first. Why was she not? Obviously, the group were there first and already

into full swing with the party and festivities.

Have the students create a scene similar and role play another solution.

46