Unit 3: Listening to Your Customers
In contrast to actors who perform on television or in film, the stage actor performs in front of a live audience. Because there are no cameras to stop and restart in order to record a better version, the stage actor has to get it right the first time. Luckily, live audiences can communicate to the actors on the stage. They can shout, laugh, nod, scream, squirm, yawn, or even fall asleep. Actors can use audience reactions to make subtle changes in their live performance and also to make changes in between performances. Their use of audience feedback is similar to how customer service experts must gather feedback from customers by using effective listening skills. Also like actors, customer service experts should respond to both verbal and nonverbal indications of what their customers are feeling and thinking. This unit focuses on how you can use active listening to understand the messages your customers are sending, both verbally and non-verbally.
Robert Baden-Powell, founder of The Boy Scouts, said, "If you make listening and observation your occupation, you will gain much more than you can by talk."
Completing this unit should take you approximately 9 hours.
Upon successful completion of this unit, you will be able to:
- analyze your own listening strengths and weaknesses;
- differentiate between hearing and listening;
- illustrate how good listening skills can improve customer relations;
- contrast effective listening skills with ineffective ones;
- identify and describe verbal and nonverbal characteristics of active listening; and
- describe listening techniques required for conversing face-to-face, in a group, and on the telephone.
- analyze your own listening strengths and weaknesses;
3.1: Listening to Your Customers
Read this article and take the quick self test to see if you are a good listener. If your results are not as good as you would like, continue on to review the skills needed to become a better listener. Consider how you can apply these skills in your own business relationships.
3.2: Basic Listening Skills
Watch this video to learn effective strategies for improving your listening skills. Consider the ways in which you can implement these tools in your professional and personal life right away.
Read and think about your responses to these scenarios.
3.3: Types of Listening
Read this section and do the exercises at the end of the reading. Consider how the answers to the questions provide you with a deeper understanding of your own listening style.
Read this article about the listening skills that are important in leadership positions. Consider how you can improve your own skills.
View this listening presentation, paying careful attention to the skills discussed. Take the quiz at the end of the presentation.
3.4: Techniques of the Ineffective Listener
Read this section to learn about the causes of poor listening. Can you think of a time when your ability to communication has been hindered by each of these causes of poor listening?
Read this article about the many distractions we face in a digital world. Explore the ways in which you multi-task and how this might be impacting your ability to effectively listen. Choose two or three of the articles listed at the bottom and do some further reading on this subject.
3.5: Techniques of the Active Listener
Read this article for the useful tips for becoming a more active listener. Practice each skill and consider how you might implement them in a business setting.
Watch this video, which points out how non-verbal communication illustrates active listening.
Watch this video for practical tips on how to build rapport through matching and mirroring body language.
What is a distraction, and how do distractions impact conversations? Read this chapter about how to avoid distractions and become a more active listener.
Dealing with a difficult customer? Read this article for tips on how to manage that customer by using listening skills. LEAP is an acronym meaning listen, empathize, apologize, and problem-solve.
Read this brief but informative article on how to build rapport with a customer in a phone conversation.
Think asking the right question is easy? Read this article to ensure that the questions you are asking are as powerful as possible.
How well do you listen? Watch this interactive presentation and reflect on your answers.
3.6: Listening For Specifics
You may not always be the speech presenter or speaker. Many times, you'll be in the audience yourself. Active listening is a skill that can make you a more effective speaker in the long run. This reading will help you become a good active listener.
Read this brief article, which provides a few basic guidelines for listening face-to-face and making eye contact.
When you listen, how much of the information do you retain? View this interactive video to see how well you can recall information presented to you.
As you read through this material, think about the different kinds of customers you may face and how you can more effectively listen so that you can better meet their needs.
Evaluating what we have heard is essential to comprehension and to ensuring that we can respond appropriately. Read this article about the evaluating stage of the listening process.
Even after we apply our best listening skills, our listening can still compromise our comprehension ability. Read this chapter about the barriers to effective listening. Consider the ways in which you can mitigate these factors.