Successful communication helps avoid misunderstandings and creates a positive impression with customers. It requires that service representatives be able to put things in proper perspective by interpreting the information within the context of the specific situation.
In order to do this, they must recognize that each customer is unique in his or her beliefs and feelings and that circumstances affect the meaning of communication. This interpretation occurs through both verbal and nonverbal expressions.
Verbal communication is a two-way process involving both a sender and a receiver. It involves expressing thoughts clearly, accurately, completely, and concisely; listening or reading attentively; and asking questions when necessary. Language must be clear and consistent, and details must be complete and concise so that the message comes through as intended. This requires a dialogue between customer and service provider, and questioning is a critical component of effective two-way communication. Often the only connection with a valuable customer is the telephone. The service provider must combat the depersonalization of phone communications to be as effective as he or she would be in a face-to-face interaction. Listening is not a passive activity, but a skill that requires concentration and practice. A service representative’s active, responsive listening can surmount a tense situation and build good rapport with customers and associates alike.
Communication experts estimate that in face-to-face interactions, almost 90 percent of the meaning of the message is conveyed through nonverbal communication. “Body language” (body movements, gestures, posture, eye movements, facial expressions, and so forth) and voice qualities can detract from or enhance the communication process. How one perceives and interprets these nonverbal cues depends to a large degree on personal experiences, expectations, emotional state, and knowledge of others. Whether intentional or unintentional, body language provides clues about the sender and may guide the outcome of the interaction either positively or negatively.
Gaining a better understanding of the many ways in which words, vocal qualities, and gestures can be interpreted is critical to an individual’s ability to perceive and react to changing environments. Competing within a global economy, service providers must interact with customers in an increasingly multicultural environment. They will be required to use highly effective communication skills to support and sustain their organization’s ability to meet the needs of diverse populations, both nationally and internationally.
Blueprints for Success
Verbal Instructions
Goal To practice giving and receiving verbal instructions. Participants will follow a
series of verbal instructions to assemble a construction from toy pieces.
Time Required Approximately 30 to 45 minutes
Group Size Five to fifteen participants
Materials
• One plastic bag and closure for each participant
• Twenty to thirty Lego® pieces (of varied shapes, colors, and sizes) for each participant (Note: All sets must be identical.)
• One assembled construction
• Medium-size box
PROCESS
1. Prior to the session, prepare an identical construction set for each participant by inserting twenty to thirty Lego pieces into a plastic bag and then closing it. Next, assemble a unit using all the pieces from one of the construction sets. Place the construction inside the box so that the open section of the box is oriented to the side, making the construction visible from that end.
2. At the session, ask for a volunteer to provide verbal instructions for the rest of the participants to follow. Taking the person aside, present the box with the construction inside and direct the volunteer to keep the assembly hidden from the rest of the group while instructions are being given.
3. Distribute one construction set to each remaining participant.
4. Explain that the volunteer will be giving an oral description of the pieces and steps to follow in assembling a construction that is identical to the one in the box. Do not make reference to the participants’ ability to ask questions, but if questions are asked, they are allowed.
5. Direct the volunteer to begin.
6. After the construction has been fully described by the volunteer and reproduced by the participants, stop the activity and have the volunteer reveal the construction from inside the box. Ask the participants to compare their individual constructions against the model.
7. Facilitate a large group discussion by asking the following questions:
• How did you feel while the instructions were being given? Why do you think these reactions occurred?
• How closely did the individual constructions fit the model? What factors contributed to this?
• What could have been described better?
• If people asked questions, in what way did the questions help clarify information? If no one asked questions, why did you choose to refrain from doing so?
• How does this activity relate to giving and receiving information during the customer service experience?
• What actions can we take to improve our ability to give instructions? To receive instructions?
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