The Service Advocate…(Part 10)
LAST week, we discussed attitudes and its impacts on the service industry. Attitude is a decision, we chose what attitudes we want to display to others. In the service sector we should only display positive attitudes to make our customers feel welcomed and appreciated. Our attitude is communicated to our customers in our interactions or dealings with them.
What is communication and what is its importance in customer service? 
Anything we do involves some type of communication, even if we do nothing it is still communicating. Whether you smile at a stranger, talk to a friend or listen to someone who is talking, we are communicating with the person we are interacting with. 

Communication is one of the main pillars of success of any relationship, thus why would it be any different in the customer service sector? We are all familiar with the sayings, “it is not what you say but how you say it” or ‘actions speak louder than words”. It is very important in the service industry to ensure we portray positive attitudes towards communicating with our customers. A customer service representative is not only a representative of the company but is seen as the ‘company’. Information dissemination is vital to the success of any business, hence we have to ensure that the information is communicated in the best possible way.

We can all share common experiences of our interactions with a sales clerk or waiter or store attendant. It is very easy to identify if the person is willing to assist us or whether we are an interruption. Communicating is not only about talking, it’s about body language.
This is indicated through various forms of communication. They can be grouped into two broad categories –  verbal and non-verbal communication.
How many times have we said something and someone understood the message the wrong way?
There may be several reasons that the message was misunderstood. Maybe the choice of words was wrong, or maybe it was said the right way but conveyed the wrong message. Verbal communication is one way for persons to communicate face-to-face or over the phone. However, we have to be very careful with what we say, how we say it and ensure we do it professionally.
When we are talking to or assisting a customer, we have to be very careful with our choice of words. Generally, customers may not be familiar with technical terms, jargons or slogans. It is therefore advisable to use terms or phases that customers can understand or relate to. If a customer is interested in purchasing a computer and visits a computer store, but has no knowledge and is a first time buyer. Do you think that the customer will understand what a processor, gigabytes or RAM is? Or will it confuse them? If a customer does not understand what he is buying, he more likely than not, will not make a purchase.
Asking questions is very important. We have to know when to ask questions, do not interrupt the customer while they are talking. Many customers do not know what they want, hence you have to speak to the customer and find out what their interests are and what specifically they are looking for.

The manner in which something is said is more important than what you say. Tone and pitch are very important also. You can say something but using the wrong tone can lead to a misinterpretation of your message. 

Unconsciously, without saying a word, your body language can reveal your thoughts and feelings. Body language is a constant non verbal flow of communication. There are many forms of body language; some common examples are eye contact, facial expressions, body posture and movement, hand gestures, touching and physical distance.
Eye contact is one of the most common forms of body language. You can say hello, acknowledge someone or you can show disinterest by just making eye contact with the customers. When assisting customers you should always try to make eye contact, some persons have the habit of looking away or looking down. This makes customers think that you are not interested in assisting them and that you are not confident in yourself or what you are selling. You should be careful, however, not to stare at customers and make them feel uncomfortable.
A smile is the universal language, everyone understands it wherever you are. A fake smile may look forced and insincere. If you practice smiling it will become a natural habit. Sometimes, acknowledging customers with some form of non verbal communication is better than screaming across a room to welcome customers.
A simple smile and eye contact can make a customer feel welcomed or show that you acknowledge their presence.
Many of us have the habit of folding our arms while talking to persons. However, folding your arms while speaking to a customer creates an invisible wall between the customer and yourself. It will then hinder the communication process and the message would not be conveyed effectively. When speaking to a customer we should not have our backs to them. We should face them, this shows them that they have our full and undivided attention. Posture is also important, standing upright with squared shoulders gives the impression that you are confident and you know what you are about.

Should we start hugging our customers as they enter our establishment? Should we put a hand around their shoulders and guide them to what they are looking for? Or should we pat them on the back? None of these should be practiced, we do not want to invade customers’ personal space and make them uncomfortable.

Have you had an experience in any store, upon entering someone is always very close following you around? How do you feel? Do you like when someone does that? Many of us do not like this and it feels as if the person is not ‘giving you a chance to breathe’.

This is invading someone personal space and if we do not like it when it happens, more often than not, customers do not like this also. One of the most common and accepted forms of touching is the handshake. A quick, firm handshake is all that is needed.

These forms of communication are not used one at a time, we use various forms simultaneously. We should make a conscious effort to ensure we communicate effectively so that we can give customers a better experience next time they see us!
(Nadine King and Tameca Sukhdeo-Singh can be contacted  via email at:cru@networksgy.com)