Actively Listening To Your Customers

At the center of any company is the customer. Your customers are the heart of everything you do or it should be. Their satisfaction and wellbeing should be our first concern. If it is our intent to truly serve our customers then listening to our customers should be a top priority. Their problems, their concerns, their likes, and their dislikes should be paramount to the way we do business. Understanding how to listen is a skill that must be taught, and re-taught, practiced, implemented, and re-taught again. Some of these skills are as follows:

•      Tune out all distractions

•      Concentrate

•      Don’t interrupt

•      Listen to More than Their Words

•      Repeat What They Say

•      Take Notes

•      Control Your Emotions

•      Continually Probe

•      Solutions Reached

•      Express Gratitude 

Active listening is not easy. If you are a Type-A person (driven, motivated, active), you like to talk rather than listen. At the other extreme, if you are a Type-B person (laid back, unhurried, inactive), you may be on the receiving end of a conversation but not paying attention to what is being said.

Active listening involves being totally focused on hearing the words the customer is speaking, interpreting what these words mean, and responding in a positive manner that demonstrates that (1) you understand what the customer is saying, and (2) you consider what they are saying to be important.

Active listening is the only effective means to rapidly uncover information that is critical to satisfying the customer. Here are some ways to hone your active listening skills we mentioned above.

Tune Out All Distractions - When you are conversing with a customer, learn to tune out all distractions and focus totally on what your subject is saying (if you have a cell phone or pager, turn it off or place it on vibrate). Ask a few questions to guide the conversation if necessary. Otherwise, shut up and listen intently.

Concentrate - As the customer speaks, concentrate on what the customer is saying (rather than thinking about how you want to respond). Otherwise, you will miss the fine points that could lead to more probing questions and more valuable information.

Don’t Interrupt - Do not interrupt. People like to talk and do not like to be cut off. Once customers exhibit a willingness to talk, you should focus on the information they want to provide rather than trying to interject your own opinions, which most often causes them to "clam up." It is also a signal that you do not consider their opinion important.

Listen to More Than Their Words - Don't just listen to their words. Also focus on the triad of tone, inflection and body language. These can be as telling as the words themselves, because they reveal how the customer feels.

Repeat What They Say - Occasionally repeat what the customer has said in a manner similar to this: "If I understood you correctly, you (restate what you believe the customer said), is this correct?" Not only does this demonstrate your comprehension and attentiveness, it also allows them to correct or clarify a possible misunderstanding.

Take Notes - Always take notes so you can correctly recall the customer's key points later. This activity also serves to reinforce how important you consider the customer's information to be.

Control Your Emotions - In the case of a complaint, if the customer is upset, control your emotions and be courteous, no matter how rude the customer may be. If the complainant begins to use abusive language, it is acceptable to ask him or her to please calm down and stop using offensive language. If the customer continues, explain that right now two people care about this problem, but one is rapidly losing interest; then once again ask the customer to calm down. Usually this tact will be effective, but if the complainant still persists in being vulgar, explain you are sorry but you must leave now. Then leave or hang up.

Continually Probe - Continually probe to ensure you have all the right information. Once you believe you do, ask the customer if a particular resolution would be satisfactory.

Solutions Reached – When a solution is reached, quick action must be taken. When you have agreed on a solution it is important that you move heaven and earth to carry it out in a timely manner. Action is paramount on solidifying the importance of the customer and their concerns.

Express Gratitude – Once everything has been resolved an expression of appreciation is extremely powerful in letting them know how important they are to you and your company.

Active Listening Skills should not be limited to merely our customers, but everyone with which we must deal. Employees, associates, colleagues, friends, family members, and spouses are energized by a trusting loyal listener. Developing and maintaining these skills is key to successful problem solving, management, and steering any organization through the often troubled waters of life.

References

David Benzel (2008). “Lead through listening” SuperVision; Jun 2008; 69, 6; ABI/INFORM Global

Scott Clark (2003). “Active listening helps understand customer needs” Puget Sound Business Journal   http://www.bizjournals.com/seattle/stories/2003/08/11/smallb2.html

John Case (2003). “The Power of Listening” Inc.com magazine http://www.inc.com/magazine/20030301/25206.html