CUSTOMER SERVICE FOCUS
By Annette Jackson, CIC, ARM
Communication is more than words
Your tone of voice, rate of speech, pitch and volume actually convey more meaning than the words you use.
Connecting with clients is crucial for customer service representatives. A large part of great customer service requires the ability to explain your policies and services. Your ability to communicate clearly greatly influences whether a customer either does business with you or leaves.
It sounds easy, but be careful. There are many potential communication traps to avoid.
Most people think of communication as merely spoken words. It's more complicated than that. Language is just one part of communication. Your tone of voice, rate of speech, pitch and volume actually convey more meaning than the words you use.
What did you say?
When you choose words wisely, it makes a big difference in customer service. Avoid negative words. Be positive. For example, instead of saying, "I can't get to it until Friday." say, "I can have it for you by Friday." Notice the difference?
Jargon confuses customers. When your client doesn't receive the correct intent of your message, true meaning is lost. For instance, ask someone about their "ex date." They might flashback to a former boyfriend or girlfriend instead of recalling their expiration date. Customers without insurance experience are often confused by insurance jargon. Choose your words with the customer in mind. When you communicate and enunciate clearly, the result is understanding and a positive experience for your client.
It's not what you say; it's the way that you say it!
Tone of voice and vocal emphasis portray your thoughts and emotions. On the telephone, tone of voice is your primary tool to establish rapport with a customer. Did you ever answer the phone and have someone say, "Have I called you at the wrong time?" or, "Sounds like you're having a bad day."? Your tone of voice can make or break customer service interaction.
Inflection greatly impacts the meaning of your message. You have the ability to emphasize words to make them stand out in a conversation. The whole meaning of a sentence can be changed according to where emphasis is placed. Try saying the next sentence over and over emphasizing a different word each time. "Thank you for doing business with us." When you change inflection, you change the meaning of the sentence.
I just want to know what you said after "hello"
Another component of verbal communication is rate of speech. Are you a "fast talker?" Speaking too fast could be construed as nervousness or lack of interest. Worse yet, when you talk too quickly, your message gets garbled and misunderstood. Speaking too slowly is annoying as well. Why? Because people process information much faster than you speak. Most people speak at a rate of 125-150 words per minute. This is considered a moderate rate for a business conversation. It's a good idea to have someone listen and time your rate of speech.
Variety is the spice of life
Pitch is how high or low your voice tone is. A very high pitch seems like screeching and makes people uncomfortable. On the other hand, a very low pitch makes it difficult to hear the message. By varying your pitch and avoiding monotones, you can make every conversation more interesting. Learn to change pitch with practice.
Speak up and out
It's important to speak a little more loudly than you believe is necessary because your voice sounds louder to you than it really is. Your volume should be loud enough to make the conversation comfortable. A warm, smooth sounding voice makes customers feel good about doing business with you.
Got marbles in your mouth?
How we enunciate words enhances understanding and avoids confusion. Enunciation means how distinct or precise your speech is. Do you remember school days when teachers taught, "how now brown cow" to convey proper enunciation? Say entire words. Avoid "da" for "the," "ta" for "to," "doin'" for "doing," and "gonna" for "going to."
Do you see what I'm saying?
Also important in good communication are nonverbal cues sent by your actions or body language. Ralph Waldo Emerson once said, "What you do speaks so loudly that I cannot hear what you say." Your body language sends loud and clear messages. For example, crossed arms may indicate a closed mind while nodding your head up and down can indicate agreement or encouragement. What does your body language say?
Get out of my face!
Establish a comfortable distance between you and others. As Garfield the cartoon cat says, "I need my space!" Be aware of your customer's need for personal space. Recognize cultural differences regarding personal comfort zones. Maintain respectful distance when communicating. When you respect space you build trust and rapport, making communication comfortable for everyone.
Eyes are the window to the soul
Eye contact makes people feel important because it shows you're listening and places importance on what the other person is saying. Be careful, don't overdo it. Locking eyes with someone can be interpreted as flirting, or even as aggression. Be subtle. Friendly eye contact with a cheerful smile is disarming and builds rapport.
Look friendly ...
Present a positive image with your gestures and posture. When you stand up straight, arms uncrossed, relaxed and leaning in just a little, you present a positive, professional image.
... and professionally polished
A professional image also includes being well groomed. How would you react to dirty restaurant silverware? Would this affect your experience? You bet it would. A lasting impression is made upon the customer when you convey a positive professional image.
Put a smile in your voice
Facial expressions communicate more than you think. A furrowed brow shows either concern or thoughtfulness. Rolling your eyes can be interpreted as sarcastic or skeptical. Nod your head up and down for agreement or side-to-side to express doubt.
Your most important asset is your smile. A smile makes everyone feel good. Smiling conveys welcome, friendship and importance to another person. You've heard it a million times--smile before you pick up the phone. Allow the customer to "hear" your smile as well as the warmth of your tone of voice. Put a makeup mirror in your workstation. What do you see? Your facial expressions speak volumes.
Your communication style sets the stage for customer service. Be positive and watch what happens. People truly appreciate great customer service. Satisfied clients not only will continue to do business with you, they'll recommend you to others. New relationships with new opportunities to connect are your reward.
The author
Annette Jackson, CIC, ARM, is the employee training and development administrator for the Lynn Insurance Group in Boca Raton, Florida. She has more than 30 years of experience in agency management, account service, and commercial sales support. Annette also teaches insurance coverages and risk management issues at various seminars, including National Alliance programs. For more information on the Certified Insurance Service Representatives (CISR) or other National Alliance programs, call (800) 633-2165 or visit www.TheNationalAlliance.com.