THE EFFECTIVENESS OF COMMUNICATION TO CUSTOMERS.

Jackson Aneth BAPRM3 REG NO. 42565

Here are some tips on how you can communicate more effectively with people at work, be they customers, co-workers, subordinates, or superiors.

1: Beware of interrupting

Be careful about interrupting others, particularly your customers. They'll be especially upset if, while they're explaining a problem, you interrupt them and start offering a solution. If you feel you have to interrupt, at least cut to the chase and tell the other person what you think his or her main idea was. That way, the other person at least can confirm or correct you, and in either case save time.

2: Listen actively.

When communicating with others, it's just as important that people be aware that you're listening as it is that you're actually listening. For that reason, be involved with and react to what the other person is saying, either via a nod, or an "I see," or a paraphrase of the other person's statements. You'll strengthen your own understanding and make a better impression.

3: Avoid negative questions.

Asking a negative question creates confusion. It's clearer if you phrase the question positively.

4: Be sensitive to differences in technical knowledge.

Chances are, your customers have less technical knowledge than you do. Be careful, therefore, when explaining things to them. If you use acronyms, be sure you identify what the acronym means. The same acronym can mean different things, even in an IT context (for example, ASP can refer to "application service provider" or "active server page"). Be careful that you don't make two opposite mistakes: either talking over their head or talking down to them. Keep your eyes on customers when you talk to them and be alert to cues indicating that they don't understand. Ask them whether they understand what you're saying, if necessary.

5: Use analogies to explain technical concepts.

A good way to explain a technical idea is to use an analogy. Though they have limitations, analogies are helpful in explaining an unfamiliar idea in terms of a familiar one. One of the best analogies I ever heard compared a firewall to a bank teller. When you enter a bank, you don't just go into the vault and get your money. Instead, you go to a window, where the teller verifies your identity and determines that you have enough money. The teller goes to the vault, brings it back to the window, gives it to you, and then you leave.

6: Use positive instead of negative statements.

Your customers are more interested in your capabilities than in your limitations. In other words, they're interested in what you can do, rather than what you
can't do. The way you say things to them influences how they perceive you and your department.

7: Be careful of misinterpreted words and phrases.

Sometimes we say something with innocent intent, but the other person misinterprets it. We mean to say one thing, but our pronunciation or inflection causes us to convey something else.

8: Remember that technical problems involve emotional reactions.

When customers have a technical problem (for example, they're having trouble printing), keep in mind that they'll almost always have an emotional reaction as well. Those emotions can range from simple annoyance to outright panic, depending on the importance of the document and the time element involved. It's important to acknowledge and recognize these emotional reactions. If all you do is solve the technical problem and walk away, chances are the customer will still be upset.

9: Anticipate customer objections and questions.

In particular, try to anticipate the objections your customers will have to your message and address those objections.
For example, suppose you're sending out a directive regarding the downloading and application of Windows updates. Suppose further that you have customers who know enough to be dangerous. Such a customer might think, "Well, I'm current in my virus definitions, so this update is unnecessary for me." Your communications with such a customer will be more effective if you anticipate and address that issue. Consider, therefore, a sentence such as, "This Windows update is necessary even if your virus definitions are current."

10: Keep them informed of developments involving them.

Particularly with regard to technical problems and outages. In particular, keep them apprised even if nothing is going on.
If a customer leaves you a request via voicemail or e-mail, let the customer know you received it, even if you are still in the process of handling it. Doing so gives the customer one less matter to worry about.
When a problem is resolved, let the customer know that, too. Nothing is more frustrating to customers than finding out that they could have been working sooner if they had only known.