Unit 2: Knowing Your Customers
Comparing the job of a customer service representative with an actor on a stage is not a perfect analogy. For example, although actors do interact with their audience in a collective sense, it is usually not reasonable, or even possible, for an actor to isolate one audience member and respond only to that person. And yet, that is exactly what you must do most of the time when you are dealing with customers. On the other hand, like the actor, as a customer service expert you must respect and react to the characteristics of your audience, making note of their general demeanor and remaining ever vigilant for the feedback they provide that will guide your own actions.
John Russell, President of Harley Davidson, said: "The more you engage with customers, the clearer things become and the easier it is to determine what you should be doing."
Completing this unit should take you approximately 6 hours.
2.1: Using Audience Analysis to Communicate Effectively
2.2: Customer Service and Multicultural Audiences
2.2.1: Understanding Cultural Communication in Customer Service
2.2.2: Assessing the Impact of Cultural Traits on Communication
2.2.3: Developing Cultural Competency