Instructor Note 6: - Novella



Instructor Note 6:

• Learning Objective 1: Describe why listening is important to customer service.

• Learning Objective Note: PPTs 1, 2, 3 should be used with Learning Objective 1, page 114.

• WHY IS LISTENING SO IMPORANT? p. 114

• Students need to understand the concept of good listening and its importance to customer service success. Listening is the primary means used by customer service professionals to determine customer needs. Most people take listening for granted. They incorrectly assume that anyone can listen effectively. Unfortunately, this is not true. According to studies by Wolvin and Coakley in their book Listening, one survey found that 74.3 percent of 129 managers surveyed perceived themselves to be passive or detached listeners. With this type of an example at managerial levels, it is little wonder that many employees exhibit similar behavior and an appearance of indifference when dealing with customers. In his 1957 study, Dr. Ralph G. Nichols, sometimes called the father of listening, found that the average white-collar worker in the U.S. typically exhibited a mere 25 percent efficiency rate when listening. This means that 75 percent of the message was lost. Review Figure 5.1 and help students understand the math calculations located in the figure. Use PPT3 to define listening. Briefly discuss the four phases that will be presented next: receiving/hearing the message, attending, comprehending/ assigning meaning and responding.

• Refer students to the Customer Service Success Tip on page 114. Ask students why they think it is important to stop and pay attention to the customer.

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