Better Communications Equals Better Service

Better Communications Equals Better Service go to http://www.mrbob.ca/bob
Author: Robert (Mr. Bob) CasselsView other articles by this author here.

This article appeared in Customer Service Excellence –
Interview with Bob Cassels Volume 1 – Issue4


Motivational speaker Anthony Robbins says the quality of communications is equal to the quality of our life.

This statement also applies to the world of quality customer service when you consider that 94% of internal or external customer service problems are caused by faulty communications, according to a Dunn & Bradstreet report.

Your ability to communicate, which means listening, understanding, and responding to your customers’ needs in a manner that makes them feel that you truly care, will certainly make you stand out from the crowd. It will give your business a competitive edge. This is especially valuable in the 90’s reality of global marketing and multi-national companies operating in a global economy.

In this international marketplace, you may have to serve customers from around the world and also be competing with businesses around the world that are trying to take a share of your local customer base.

Shopping by mail, for example, a customer can flip through a mail-order catalogue and buy a computer from California or Mexico, by using 1-800 numbers, fax machines, or modems communicate with the seller as if they were in the same neighbourhood. Cable TV shopping channels, and free-trade agreements are other ways that the borders to competition are being eliminated.

Here are some tips to help you achieve effective communications with your customers:

- The first step toward open communications is eliminating negative emotions. You need to defuse your customers’ fears and anxiety before meaningful communications can begin, For example, a customer buying a VCR may be intimidated with the technology and therefore embarrassed to explain what they really want. By asking probing questions like “What feature do you want your VCR to have?” you help to build a relationship where the customer eventually will feel that they can trust you and your opinion.

- Listen to your customers and read the emotions between the lines. Do not make assumptions as to what your customer needs. Ask questions and confirm the answers.

- Allow your customers to talk freely. Create an atmosphere that is comfortable.

- Demonstrate your responsiveness by acknowledging your customer’ concerns and offer to solve their problem.

- Work to make the exchange with your customer pleasant and productive.

By employing better communications in your dealings with customers, you build customer loyalty. When you have earned the customers’ loyalty, they will be more inclined to buy from you first and give you referrals.

Communications is like good manners. Be polite and invite your customers to discuss their needs. Customers want respect. They want to tell you what their special situation is. Please don’t assume that you know what the customer wants – avoid jumping to conclusions.