Customer Relationship & System

UNIT 3: PROCESS CUSTOMER’S ENQUIRY AND/OR FEEDBACK

LEARNING OBJECTIVES
At the end of this unit, students should be able to:

o Describe the types of communication

o Describe the types of communication channels

o Explain the types of questioning techniques

o Describe the importance of asking questions

o Describe how a CRM system can address a customer request or enquiry

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3.1 TYPES OF COMMUNICATION

3.1.1 Verbal
Verbal communication is a type of communication wherein messages are conveyed
either by an oral way through spoken words, or via the written method. It is important
that customer service staff continually hone these two ways of communication skills to
serve their customers effectively.

a. Oral
Two most important aspects of the oral communication are speaking and
listening.

i. Speaking
There are many aspects of speaking which can affect customer service
interactions. In particular, tone of voice, accent and use of language are
essential elements.

¾ Tone of voice
By changing the pitch, intonation, volume and tempo of one's voice can
change the meaning of words conveyed. Customer service staff can
become better communicators if they are sensitive to how their tone of voice
affects what customers hear.

There are five ways to improve the tone of voice in customer service in a
phone call setting:

1. Set positive tone

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Try to be positive, right from the beginning of the call. Answer with a
warm greeting. That will immediately improve customer experience and
increase the chance of capturing a complete message from the
customer.

2. Consider the context

The context of the call will immediately provide an indication of the tone
that should be used during the call.

Example: if someone is angry or calling to complain, a calm and

professional tone should be used. If someone is sad or emotional, the
customer service staff should be gentle, understanding and kind. When
it is a business call, the customer service staff will need to be clear and
concise.

Context is critical in making sure the tone of voice used is appropriate

for the circumstances of the call.

3. Stay calm
Customers always have many questions and complaints, and
sometimes, customer service staff feel that the customers "attack" them.
It would be best if the staff will be able to remain calm when this happens.
Customers are aware when customer service staff are defending
themselves when they are not using the right tone of voice. Do not make
the situation worse by arguing with customers.

4. Smile
Customer service staff should put themselves in customers' shoes. No
customer would want to talk to someone unhappy, rude, uninterested or
unfriendly. Even though customer service staff are having a bad day at
work, they should not show that to their customers. They should fix their
bad day with a smile as this action can affect the way they speak and it
can be "heard" through the phone.

5. Show understanding and be supportive

When customer service staff show their customers that they are willing
to listen to them and do their best to find a solution, they are building a

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strong relationship with them. Customers will stay loyal to the product
or service offered and spread words of the good service they received.
Customers remain loyal because customer service staff show that their
number one priority was taking care of their customers by using the right
tone of voice.

¾ Accent
An accent means the unique way that speech sounds by a group of people
speaking the same language. Accents reflect the unique characteristics and
background of a person. They can vary between different regions of a
country, e.g., Texas vs New York, or between countries, e.g., Australia vs
the United Kingdom.
Just as customer service staff can speak with different accents due to their
backgrounds (such as race), customers too can speak in accents which
make it challenging for customer service staff to understand. The following
are some approaches in which customer service staff can use to understand
customers who speak with a foreign accent:

1. Ask the customer to speak slowly

If the customer service staff has already asked the customer to repeat
once, but they still do not understand what the customer is saying,
apologise, then ask the customer to speak slowly. It is fine for the
customer service staff to inform the customer politely he/she is not used
to the customer's foreign accent. Do not get annoyed or frustrated as
this will create tension and add to the awkwardness of the situation.

2. Do not patronise
If it is obvious that the customer is not proficient in English (or with the
staff's native language), do not patronise towards them.
It is unprofessional, and it creates hostility and leaves a negative
impression on the customer. Dealing with a diverse customer base is a
great opportunity for one to see things from different perspectives, and
customer service staff should embrace this.

3. Practise empathy
For face-to-face interaction, customer service staff have the option of

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nonverbal cues to get their message across and establish visual

communication via their facial expressions and body language. For call-
based interactions, customer service staff have to pay close attention to
the tone and energy of the customer's voice and requires empathy in
their approach towards the situation. Communication is a two-way street,
which requires both parties to be on the same wavelength.

4. Get creative
Customer service staff should try varying their choice of words in their
efforts to establish communication.
Repeating what was said repeatedly may not help. Customer service
staff can try using a few simple words in the customer's native tongue if
possible. This way will help create a connection and demonstrate
sincerity when communicating with customers.

5. Ask a senior colleague to step in

If all other ways do not seem to work, customer service staff should ask
for help. Senior and more experienced customer service staff should
step in, or even take over the case, which will ensure that the required
service can be provided in a timely and professional manner.

¾ Use of language
Language, as a tool, aids in the expression of thought and feelings of two
individuals. Feelings and thoughts can be expressed by sounds, symbols,
etc., through written or spoken words, posture, gesture or signs, wherein the
receiver interprets a specific meaning.
Building good rapport and relationship with customers require the use of
effective customer service language:

1. Use “we” and “I”

Customer service staff should use the word "we" to let the customer
know they are on the same team and working towards the same goal;
they should use the word "I" when they need to take accountability for
the situation or their company. "We" and "I" send different signals to the
listener, and which signals customer service staff send depends heavily
on the message they want their customers to receive.

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2. Use “I apologise” instead of “I’m sorry”

"I apologise" is softer and more professional than "I'm sorry". "I
apologise" sends a better message to the customers.

3. Focus on “value”
"Value" is a mighty word in any customer-facing interactions. Customer
service staff should use phrases such as "I value your opinion", and "We
want you to know we value you as a customer".

ii. Listening
Listening is probably one of the most underrated skills for customer service
staff. The most important form of listening which customer service staff can
learn and continuously practise is active listening. Active listening involves
making a conscious effort to hear not only the words that another person is
saying but more importantly, the complete message that is being
communicated.

¾ Techniques of Active Listening

1. Establish eye contact

It is normal and usually encouraging when the listener looks at the
speaker in a face-to-face or video conferencing setting. However, too
much eye contact can be intimidating; especially for shy speakers to

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gauge how much of eye contact is appropriate for any given situation.
Customer service staff should combine eye contact with smiles and other
nonverbal messages to encourage customers to express their thoughts
further.

2. Focus on the customer

When customer service staff converse with a customer, they have to
learn to tune out all distractions and focus totally on what the customer
is saying (e.g., mobile phones should be turned off or placed on silent
mode). And they could also ask a few questions to guide the
conversation if necessary.

3. Keep an open mind

This is an important factor when "listening" to customers' thoughts.
When customer service staff keep an open mind, they can learn a great
deal, about how customers are interpreting or understanding an issue.
Customer service staff mustn't bring in their personal biases, pass
judgement or jump to conclusions. The fact that customers do not have
the same beliefs as the customer service staff does not mean they are
wrong.

4. Be attentive to nonverbal cues

In addition to listening to what is said, customer service staff should also
watch nonverbal behaviour to pick up on hidden meaning. Facial
expressions, tone of voice, and other behaviours can sometimes tell
more than words alone.

5. Recap key facts

Customer service staff's personal filters, assumptions, judgements, and
beliefs can distort what they hear. The role of a listener is to understand
what is said by the other party.

This may require customer service staff to reflect on what is being said
by the customer and to ask questions.

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a. Reflect on what has been said by paraphrasing. "What I'm hearing

is ...," and "Sounds like you are saying ...," are great ways to reflect
what was said.

b. Ask questions to clarify certain points in doubt. "What do you mean

when you say...." or "Is this what you mean?"

c. Summarise the customer's comments periodically.

¾ Importance of Listening to the Customer

1. Make sense of information

Proactively listening to customers before taking action allows the
gathering of information to help prevent miscommunication. Such
miscommunication may result in service issues due to customer service
staff not understanding what was communicated by the customers.

2. Customer feels valued

Everyone wants to feel appreciated - whether in a relationship or as a
loyal customer to a business. Businesses that are opened to
conversations from customers will make them feel that the business
wants to know how they can improve.
Thus customers feel valued and listened to, and customers will be more
inclined to stay loyal to the business.

3. Feedback to customer is relevant

Listening to customers helps service providers find out what their
customers want, and in the case of complaints, what the customers are
unhappy about. Customer service staff are then in a better position to
provide relevant responses to the customers to help them resolve their
issues.

b. Written

Written communication includes both writing and reading.

a. Writing
Writing is one of the ways customer service staff can communicate with
customers.

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This could take the form of emails, online chat platforms or through social media
channels. The following are some methods in which customer service staff can
improve their writing skills to communicate effectively with their customers.

¾ Improving writing skills

1. Communicate concisely
Customer service staff should only provide information that they are
required to so that customers can find the answers to their questions or
queries as fast and as efficiently as possible.

2. Remain positive
While it is important to be concise with written communication to
customers, customer service staff should adopt a positive tone so as,
not to come across as trying to brush the customer aside Customer
service staff should greet customers politely when they first get in touch,
use positive and courteous words throughout the conversation, and
round the discussion by thanking the customer for getting in touch.

3. Understand the customer

Customer service staff should ensure that they read customer messages
carefully, rather than skim through them. Skimming may lead to missing
vital information, which may result in the staff trying to resolve something
that the customer doesn't require. Customer service staff should ensure
they are fully aware of what customers are mentioning before taking any
action or composing a reply.

4. Ask the right questions

Sometimes, customers could be vague with their queries or messages,
and customer service staff should not hesitate to ask the right questions
to clarify or fully understand what their customers want. Asking
questions allows customer service staff to thoroughly understand
customers' needs and address the problem, minimising the risk of
mistakes or problems further down the line.

5. Ensuring accuracy of content

When customer service staff respond to messages from customers via

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writing, and it is full of mistakes and typo errors, customers' impression

of the company can be affected negatively. Customers may even doubt
the company's credibility and legitimacy and probably will not proceed to
make a purchase. Therefore, customer service staff must be able to write
or type with perfect grammar and spelling.

6. Be empathetic
When customers get in touch with a company, it is most likely due to a
negative experience such as an urgent query about something or
experiencing a problem with some part of the company's process,
product or service. Thus, customer service staff should display empathy
and understanding of customers' concerns in their writing reply,
especially when customers are angry or annoyed.

7. Power of persuasion
Customers may sometimes ask questions about a product or service,
e.g. over live chat or email. And customer service staff may detect from
their questions that they are unsure about making a purchase. Under
these situations, customer service staff could exercise their persuasion
powers to edge their customers into making a purchase subtly. They
should do so without making it seem too obvious to the customers.

ii. Reading
A large part of written communication relies firstly on reading and understanding
customers' enquiries or concerns.
The following are some suggested effective reading skills that customer service
staff could adopt. It helps them to understand customers' written
communication better, and as a result, respond in a manner consistent with
customer's expectations.

¾ Effective reading skills

1. Stay focused
Customer service staff should remind themselves to stay focused when
reading correspondences from customers. This is especially important
when chatting with customers over real-time channels. By staying

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focused on what the customer is typing, staff will be able to grasp the
essence of the enquiry or concern more quickly and accurately. This
then aids in the provision of proposed solutions to resolve the customer's
problems.

2. Remove all biases

It is sometimes inevitable that customer service staff can have
preconceived notions about certain customers based on stereotypes
and experiences. Customer service staff should be objective when
reading enquiries or concerns from customers. And not allow their biases
to subconsciously affecting their interpretation of what their customers
are trying to communicate. When customer service staff interpret
customers' concerns in a negative manner, they might end up
responding negatively.
For example, customer service staff might assume that a complaining
customer is doing so for the sole purpose of obtaining free-gifts from the
company.

3. Use a dictionary
Customers are becoming increasingly educated and sophisticated, and
some could use "big words" in their written communications. Customer
service staff should look up the meanings of words or phrases they are
unfamiliar with rather than guess the meaning and misinterpret the
message.

4. Read between the lines

Customer service staff should not allow their personal biases to affect
their interpretation of customers' written communication. However, they
should still try to "read between the lines" and figure out if there is an
underlying message which the customer is trying to communicate.
For example, a customer might hint at a specific course of action a
company could take to resolve his issue satisfactorily. Should the
customer service staff offer that course of action, the customer might feel
valued and subsequently develop loyalty towards the company or brand.

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3.1.2 Nonverbal

Nonverbal communication is the act of conveying a thought, feeling, or idea through

physical hand and body gestures, eye contact, posture, and facial expressions. This
communication type is important when customer service staff liaise with customers
through channels, such as video conferencing, where customers can see them
throughout the communication process.

There are seven body language habits that one need to be aware of in video calls.

a. Facial expressions
Are you so poker-faced people routinely ask you if you're OK? You might want to
work on showing more emotion on video calls.
On video, with limited interaction and limited communication cues, the audience
will have only the facial expression to give them cues about what the speaker is
thinking and what he means. Therefore, be conscious of facial expression and
ensure that it conveys the impression one means to make. Do not forget the power
of a genuine smile. People can read the difference between a genuine smile and
a fake one. There is no need to fake being enthusiastic if you're not, but
emphasising existing good mood will go a long way.

b. Posture
When sitting, make sure you are not slouching but maintain an upright, relaxed
posture. If you slouch, this will affect how you breathe and, in turn, will affect the
projection and clarity of your voice.

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A good rule of thumb is to avoid doing anything one wouldn't do during an in-person
meeting. Since it's likely inappropriate to lie across some chairs during a work
meeting in the office, don't drape oneself across a couch for a virtual meeting –
unless, of course, it's an informal meeting and you know that your appearance
won't matter.

c. Camera positioning
Think the way the camera is positioned, doesn't matter that much? Think twice.
The perspective that others have of you is controlled by how you have framed
yourself in the camera.
Framing too close might make one appear aggressive and cut off one's hand
gestures, depriving of the opportunity to show more expression.
To maximise the body language that the other party can see, the body's ideal
framing on the screen would include one's torso. This way, the other person doesn't
have to solely rely on the facial expressions and voice intonation for nonverbal
cues.
Angle also matters as one can easily disengage the audience with an awkwardly
placed lens. It is necessary to make sure that one is in line with the camera. Do not
sit too low to the camera so that others can only see the top of your head. Likewise,
position the camera so that one is not looking up to it that others can only see the
chin. This is distracting as good eye contact cannot be established.

d. Fiddling
Quickly checking the phone while on a video call is less subtle and more
detrimental than one might assume. Slyly reaching for the phone and using fleeting
sideways glances to check messages is noticeable, even if one thinks it isn't.
Letting other meeting attendees know you need to deal with something and be
back if you have an emergency to tend to on your phone is recommended.
One should be mindful of fiddling and other unconscious habits: Avoid resting
hands on the chin and keep distracting hand movements to a minimum, particularly
when speaking (playing with a pen, fiddling with the hair, adjusting tie, etc.). This
draws people's attention away from what one is saying.

e. Arm movements
While some movements are distracting, others are helpful to engage the audience.

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Hand gestures are so important as they punctuate what one is saying. This
conveys energy and passion, which keeps the audience attentive and engaged in
the message being conveyed.
When the speaker doesn't use their arms or upper body at all, they can come
across as very stiff and unengaging, lacking in energy and enthusiasm. In turn, the
audience can become distracted or, worse, switch off entirely to what is being said.

f. Eye contact
Communication experts are unanimous: One needs to look at the camera on a
video call.
This replicates the experience of in-person communication for the other person.
Many people still aren't doing this during video calls - Do not keep looking at
another tab. When this happens, the other participants feel that the speaker is
working on something else, and it gives the impression that the meeting one is part
of is actually interrupting or disturbing the speaker.
And if one wants to take notes, do so sporadically and mention it at the beginning
of the meeting — or risk making a bad impression. One might be attentive and
have the head down taking notes or contemplating the proceedings. But, on video,
one gives the impression that he is uninterested.

g. Obsessing over appearance

This may feel like a bit of a paradox after deconstructing body language on video
calls. But there is such a thing as being too focused on how one is being perceived.
The biggest reason why people struggle to connect on video calls is that they get
caught up focusing on what they look or how they sound. Their mind whirls, thinking
about how they are being perceived. They are also trying to focus enough on what
the other person is saying to respond intelligently. They are no longer fully present
with the person they are speaking with, and their body language inevitably shows
it.
To strike the right balance, aim to be self-aware instead of self-conscious. Then,
place the focus on interlocutor and conversation. The more one can place his
attention on the conversation itself, the more one's body language will naturally
reflect positive emotions, which will naturally draw the other person to feel
comfortable.

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3.2 TYPES OF COMMUNICATION CHANNELS

1. Call centre
A call centre is a centralised office used to receive or transmit a large volume of
enquiries by telephone. A company can operate an inbound call centre to provide
incoming product or service support and handle information enquiries from
customers. Outbound call centres are used for telemarketing, for solicitation of
charitable or political donations, debt collection, market research, emergency
notifications, and urgent or critical needs such as blood banks.

A call centre has an open workspace for call centre agents. There are workstations
that include a computer and display for each agent, a telephone set/headset
connected to a telecom switch or an inbound/outbound call management system,
and one or more supervisor stations.

It can be independently operated or networked with additional centres. It is often

linked to a corporate computer network, including mainframes,
microcomputer/servers and LANs. Increasingly through the years, the voice and data
pathways into the centre are linked through a set of new technologies called
computer telephony integration.

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2. Email support
Email support is an asynchronous communication channel (where the customer and
the customer service staff do not both need to be present at the same time to engage
in a conversation) to resolve ad hoc customer questions, challenges and concerns
relating to a product or service.
Email support is one of the most frequently utilised and is considered a mission-
critical service offering. Many view it as more convenient than phone support,
although not as timely. One of the major benefits of email support is the ongoing
thread of communication, so the same customer service staff is not required to
answer multiple email communications. This provides optimal agency efficiency.

3. Chat
Chat, or sometimes known as live chats, is an application hosted on the company's
website, which allows visitors to connect with live customer service providers on
demand, getting answers to their queries instantly.

The advantage of chats over traditional support channels is the ability to engage
customers real-time. This is perfect for customers who dislike speaking over the
phone, being placed on hold for prolonged periods, or those seeking instant
resolutions to their issues.

Adopting chats as a communication channel leads to lower support costs primarily

because customer service staff can handle multiple conversations at the same time.
Also, companies can use interaction logs generated from chats for continuous

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improvement purposes.

4. Social networks
Social networks or media is an excellent way for companies to connect with their
customers, as 42% of the world's population uses social media. The sheer number
of people who use these platforms makes social media an active channel for
customer engagement.

Many businesses use social media sites such as Twitter and Facebook as customer
service tools. It allows them to respond quickly to enquiries and offer rapid damage
control should an issue arise. With features such as direct messaging,
conversations can shift from public to private, providing immediate assistance to
concerned customers.

5. Video conferencing
Businesses place a great deal of importance on meeting customer expectations.
Customer demands are expeditiously changing from reactive channels to proactive
for getting real-time assistance.

It is where visual engagement tools make an entry. Businesses can use video chat
for customer service to make conversations interactive, personalised, and deliver a
delightful user experience. In today's time convenience is of the utmost importance.
Video chat for customer support helps to deliver faster responses that boost
customer satisfaction and improve brand credibility.

6. Mobile Customer Self Service

Support that allows customers to find solutions themselves often through a
knowledge base or automated task management platform. Customer self-service
(CSS) does not require an actual customer representative to assist the user.

Today's customers are used to gaining access to information with the click of a
button. In a Google-driven world, they find it frustrating to visit a physical support
desk or call a customer service line to get the answers to questions they have about
a company and its products. There are numerous methods for creating effective self-
service channels, including:

A knowledge base: Create a detailed bank of free content that provides your

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customers with written and video tutorials that can help them learn more about your
company or troubleshoot their products. Keep in mind that both new prospects and
existing customers are likely to conduct online research, so make sure that you've
provided information that can help them both learn about your company and
understand how to solve problems with your products. The knowledge base should
be easily searchable, so users can find what they need with a simple keyword
search.

An automated task management platform: If there are common tasks that a customer
will need to perform, develop technology that can process those requests without
the need for additional human support. For instance, if you operate a gym that uses
a punchcard system, you can enable customers to check in to see how many visits
they have left, as well as completing other tasks such as booking classes online.

Automated mobile app customer service will help you save a considerable amount
in the customer support system set-up. The app can automatically send ticket
acknowledgment message or email to the customers, generate a unique ticket ID for
each customer request, and help customer support staff resolve tickets in a timely
manner. Automating the ticket portion, you can use the saved time for more
important customer feedback and communications that can help you draw new
sales.

Unlike the traditional customer contact center, mobile app can help in segmentation
of customer requests (call, messages and chat) to the relevant departments. Here
the agent will be automatically served with the customer’s journey since the day
he/she installed the app, their latest purchase details, location, history of earlier
transactions and many other details which enable the customer service execute or
your business employee get quick insight into customer’s problem and resolve them
more quickly.

3.3 TYPES OF QUESTIONING TECHNIQUES

1. Funnel questions
This strategy involves asking a series of questions, starting from the general to more
specific questions. Funnel questions are useful when trying to get details about a
situation. For example, you could ask a customer the following questions when

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evaluating the quality of your customer care:

x 'Have you ever called our technical support line?'

x 'Who did you talk to?'
x 'What was the attitude of the agent?'
x 'Was your problem solved?'

2. Open and closed questions

Closed questions usually elicit short or single word answers. 'What time is it?' and
'How old are you?' are some examples of closed questions. Such questions are
useful when making a decision or concluding a discussion. They are also helpful
when beginning a series of funnel questions.

Open questions attract longer answers. Besides questions, one could also use
'describe' or 'tell me' statements. The following are some examples:

x What happened at the party?

x Tell me about your family
x Why are you disappointed?
x Describe your experience with the client

Open questions are ideal when trying to get respondents to share their feelings,
opinions or knowledge.

3. Probing
Probing questions are useful for gaining clarification and encouraging others to tell
you more information about a subject. Probing questions are usually a series of
questions that dig deeper and provide a fuller picture. For example, 'why would you
need a faster computer, and how will it help with your project?'

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Probing questions are useful for seeing the bigger picture, encouraging a reluctant
customer to tell you more information, and avoiding misunderstandings.

4. Leading questions
Such questions are meant to influence the thinking of the respondent to your
advantage. For example:

x 'Davis is a very reliable employee, don't you agree?'

x 'The first option is better than the others, right?'
x 'Would you like a product that solves all your skin problems?'

Leading questions influence people in your favour while leaving them convinced that
they made the choice themselves. They are very effective, especially when closing
a sale.

5. Rhetorical questions
These are really not questions at all. Rather, they are more of statements which don't
necessarily require an answer. Rhetorical questions work well when trying to engage
a listener. The following are some examples:

x 'Isn't Mary the best boss ever?'

x 'Don't you love how the office was designed?'
x 'Wouldn't you give anything to attend that seminar?'

3.4 IMPORTANCE OF ASKING QUESTIONS

1. Clarify doubts
Customer service staff can ask questions for clarification to ensure they have a
correct understanding of the problem. Asking questions to clarify doubt is important.
Neither the staff nor the customer wants to waste time finding and implementing a
solution that is not related to the problem in the first place.

2. Seek understanding
By asking the right questions, customer service staff can seek to understand issues
or problems more thoroughly, especially those issues which are not so
straightforward.
Once an understanding of the issue is obtained, staff can then dwell deeper and find

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out the root cause of problems to offer customers the most effective solutions.

3. Build relationship
Customer service staff can build good customer relationships by ensuring they ask
relevant questions throughout the service interaction. Questions help to clarify
doubts and seek understanding. As a result, customers can feel that their needs are
understood. Over a period of time, such customers tend to remain loyal to these
companies as strong relationships are built in the process.

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Activity
y: Say What You Mean – Mean What You Say!

This activity demonstrates the importance of being very clear in our communications with
customers. Participants will realise the importance of being understood by their
customers as well as understanding them.

Method
d

Working in groups, nominate one member as the communicator, while the rest of the
group members take on the role of artists. The communicator searches for a picture of a
house on his/her mobile phone, and describes the house to the other members while
keeping his/her eyes on the phone. Without referencing each other’s work, the other
members will then draw the house as described by the communicator. The members are
not allowed to ask any questions.

All members are to compare their finished artwork with the actual picture of the house on
the communicator’s phone.

Discussion Q
Questions
s

4. Are any of the pictures drawn by the members the same as the original picture
described by the communicator? Why / why not?

5. Which type of communication did the communicator use? Would it help if the
communicator also used another type of communication?

6. Were the members able to practice active listening when they were drawing the picture
of the house? Why / why not?

7. Would it have been helpful if the members were allowed to ask the communicator
questions about the house as they were drawing it? Why / why not?

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