Unit 4: Providing Information for Customers
The former U.S. Senator and widely respected language scholar S.I. Hayakawa often argued that you should put your thoughts in writing because learning to write is learning to think. Unfortunately, customer service can't be performed from a script. When you are on stage and interacting with your customers, the script has to be in your head, not on paper. However, you still need writing skills. As Hayakawa implies, writing organizes the messages you want to communicate and enables you to choose and edit your ideas into their most effective formats. As a result, while you may not be responsible for a lot of writing in customer service, you will constantly use the patterns and forms of communication that writing introduces. Learning those patterns - referred to as principles in the readings for this unit - becoming comfortable with those formats, and shaping your words for maximum impact enable customer service experts to communicate with clarity, efficiency, and impact, whether that is done on paper, face-to-face, or just in your brain.
Legendary American author Mark Twain said: "The difference between the right word and the almost right word is the difference between lightning and the lightning bug."
Completing this unit should take you approximately 6 hours.
Upon successful completion of this unit, you will be able to:
- explain the differences between oral and written communication;
- distinguish among the uses of different writing styles;
- identify when different written forms of business communication should be used;
- demonstrate an understanding of document organization and structure;
- discuss the elements needed to compose a business document that is clear, persuasive, and easy to understand; and
- critique an example of business writing.
- explain the differences between oral and written communication;
4.1: Understanding Oral versus Written Communication
This section describes the differences between spoken and written communication. Make sure to practice your understanding of the reading by doing the exercises presented at the end of the section.
Watch this video, paying particular attention to the differences between the communication formats that are discussed. Be aware that some of the terms used in this lecture may be unfamiliar to you. In particular, in the final section of the lecture, two important terms are asynchronous - which refers to events that do not happen at the same time - and contextual - meaning "depending on the context."
4.2: Using Written Communication Styles in Business Settings
This section describes the different styles of communication that various business settings and situations require. Make sure to practice your understanding of the reading by doing the exercises presented at the end of the section.
4.3: Business Writing in Customer Service
Read Chapter 9 and do the exercises at the end of each section.
E-Mail:
- As you review this material, recognize that instant messaging (IM) and text messages, or texting, are not really traditional media, but they have been included in this subunit because the reading covers them in this order.
- Realize, too, that while some businesses are using broadcast texting - a marketing technique that involves sending a large number of people the same text message - your role as a customer service representative would be to handle individual customers' responses after they receive the broadcast text messages.
- This is why it is important for you to know what broadcast texts are - not so that you can originate them, but rather so that you are prepared to respond to customers who may inquire about the text's marketing message.
- On the other hand, you yourself may originate instant messages to communicate efficiently with coworkers or managers. One way you could do this is through the presence awareness features in some instant messaging applications. Also known as buddy lists, these features can be used by employees to quickly discover the availability of supervisors or coworkers for advice or problem solving.
Memos:
- Notice that memos are not used in direct customer service exchanges; however, depending on the business you work for, you may encounter them as a form of communication between management and workers.
- Although uncommon, customers may occasionally choose this method to communicate with a department. In such cases, your own use of this method will usually involve using a template - a preset format - which you would follow to present your message.
Resumes:
- Pay particular attention to the types of résumés listed in table 9.5. Realizing that there are a variety of résumé formats is an important step in ensuring that your own résumé is as relevant and functional as possible.
- As you review this material, recognize that instant messaging (IM) and text messages, or texting, are not really traditional media, but they have been included in this subunit because the reading covers them in this order.
View this presentation with detailed instructions on how to write an effective email. Even if you are familiar with email writing techniques, this demo will provide you with a useful refresher. As you go through the presentation, consider the ways in which you can improve your own email construction.
This video provides additional information about these two forms of written business communication.
Download this activity and follow the instructions at the top of the page. In this file, there are several several flawed résumés. Using the list of possible flaws provided, indicate which one(s) apply to each of the résumés.
When you have finished, compare your work to this answer key.
Read this article for tips about creating meaningful content on social media platforms.
Download this activity and follow the instructions at the top of the page. In this file, there are several several flawed emails. Make revisions as needed.
When you have finished, compare your work to this answer key.
4.4: Organization: The Key to Clear and Effective Writing
Start reading section 6.1 under the heading "Organizing Principles" and continue reading through the end of the table which ends before the "Outlines" subsection.
This reading is comprised entirely of a table which provides the name, definition, and an example of 17 organizing principles. All of these principles are necessary for you to understand and use as an effective communicator. They are practical, everyday ways to arrange information in letters, reports, e-mails, or even your résumé. As a result, memorizing as many of these principles as possible is a good way to expand your versatility as a communicator.
To help you make distinctions between the principles, this subunit has divided them into two groups: "strategic principles" and "other principles."
The strategic principles are particularly useful in planning the details a customer service agent may need to communicate. For this reason, this subunit - and questions on the final exam - will focus on the strategic principles in the table.
Complete this activity, which will give you practice in identifying the organizing principles that are used in a variety of customer service scenarios.