LISTENING

PRESENTED TO:
PROF. CYRUS
GONDA
 GROUP No.3

NAMES ROLL NOS

 Aahna Vaswani  1
 Amal Pakar  5
 Arnab Chatterjee  14
 Ashish Murarka  17
 Avesh Africawala  20
 Ebrar Shaikh  36
 Geetanjali Thorbole  48
 Hardhik Dedhia  51
 Irfan Ansari  61
 Kanchan Guria  73
 Isha Garg  62
 LISTENING

 In order to thrive in a global market one has to be an

effective listener

 Management has to listen to employees, customers,

government agencies and public, in order to succeed in
business
 IMPORTANCE
 Good listening plays a major
role in career success

 People who listen have good

leadership qualities

 Good listeners are also good

managers

 Good listeners are happy at

their job and others are more
satisfied working with them
 WHAT IS EFFECTIVE
LISTENING
 Good listening skills require not
only the speakers message
content, but also his feelings
intent and the context are
carefully considered

 Good listening is understanding

others’ messages before making
ones own understood
IMPORTANCE OF LISTENING
SKILLS IN BUSINESS
 Listening to what people want and focusing on their
needs helps you to focus on what you have to sell

 Your job is to listen and acquire an understanding of

the needs of the prospect

 Good service is good listening

 Listening is not an activity you can delegate

 PROCESS OF LISTENING
Listening process is carried out through the following
process:
 Attending
 Understanding
 Remembering
 Evaluating
 Empathy/support
LISTENING—Divisional
Parameters

External
Internal
 INTERNAL PARAMETERS
 Internal Listening is all about listening the voice of
your internal customers i.e. Employees and taking a
positive action towards it

 Their voice could be in the form of a feedback or

suggestion or any kind of input which can be fruitful to
the organisation
 INFORMATION
E.g. Agency & Client

In case of advertising agencies and their client, client informs ad agency that
they want their ad campaign to be in a particular form. If the ad agency
doesn’t listens to it properly then the ad campaign would not be as per what
their client wants and this may also result in loss of business for ad agencies.
 WORKFLOW
E.g. Internal co-ordination Peons, Salespeople

There should be proper co-ordination between the internal customers i.e.

employees. In case if one sales person is not able to visit the market on
Monday due to some genuine reason than the other sales person should listen
to his request, understand his situation and try to visit the market on his
behalf so that the work should keep on going.
Same thing also happens with the peons of our institute, they internally co-
ordinate among themselves and keep the work flow going.
 SUGGESTIONS
E.g. Marico’s (Anushka Sharma/ Ayesha Takia)

Organisations should listen to their internal employees suggestions and

implement them but in this case Marico didn’t listen to suggestion given by
its employees.
In one ad Anushka was the brand ambassador and later on when Marico
again was making another ad an employee from Marico said its better to take
Anushka she is good and will be a big star. But the company didn’t take into
consideration these points and charged a bit higher and took Ayesha Takiya.
But later on Anushka’s film Rab ne bana de jodi became a very big hit and
the company realized its fault by not taking Anushka for their ad campaign.
 HIERARCHY LEVEL
E.g. Not vertical but horizontal

An organisation should mostly follow horizontal structure

because the flow of information would quickly and easily pass on
to the concerned authority without being manipulated.
 REQUEST
1. Leave application not granted
2. Increments or raise in salary issues

1. If any employee is requesting for leave application, organisation should

listen to it and provide possible solution rather than ignoring or avoiding
their request.
2. This mostly happens in case of small entrepreneurship where employees
ask for salary increment, organisation should listen to them and if not
possible to increase the salary, at least try and provide them with some kind
of monetary incentive so that they can be motivated.
 RETAILERS ORDER
E.g. Suppier-Retailer (Cement)

In the case of cement industry, where there is a huge demand during festive
season retailer’s make sure that there is ample of stock left with them to do
business. So they call up the distributor to place an order. Firstly distributor
doesn’t pick up the call and secondly if he picks up then doesn’t respond
properly. As the distributors are the representative of the company they
should first listen to what retailers are saying and if not possible for him to
provide the stock at least give him some kind of alternate solution so that this
will help him to do business and gives a win-win situation to both the parties.
 EXTERNAL PARAMETERS
 External listening is all about listening the voice of
your external customers i.e. end consumer and taking a
positive decision towards it

 Their voice could be in the form of a query or

complaint or feedback or suggestion

 Organisation should first clearly understand the

message of the customer and then positively react to it
 FEEDBACK
E.g. K.K Sir-Student Faculty Evaluation

Feedback is the most important aspect in case of listening. Feedbacks are

given to improve the current system. In case of Rizvi Institute of
Management Studies and Research, Director of the Institute takes feedback of
the customers i.e. students and tries to implement the possible solution which
will benefit the students in their career ahead. They were some feedbacks
given to him by the batch of 2009-11 in the 1st Semester to work on for 2nd
Semester and he actually implemented those fruitful feedback which became
beneficial for us in the 2nd Semester.
 COMPLAINT REDRESSAL
E.g. Insurance, Vodafone

It’s the concern not the care

In case of Vodafone customer care, customers call up for some queries,
complaint, feedback, etc. There was one case happened where customer
called up Vodafone customer care to register the complaint about
overcharging his postpaid account. So, the customer care executive instead
of listening to him and taking his point into consideration, he was blaming to
the customer only that there may be some fault from your side. Instead of
providing him possible solution he was saying him that you should have opt
for itemised billing system. He was not ready to listen at all to the customer.
 QUERIES
E.g. (The Salesperson at APPLE)

Whenever K. K. sir wants to buy any high end electronic product he knows a
person who has the full product knowledge, and if sir has any queries he
knows that guy is very much reliable and capable enough to solve all his
query. When someone gifted sir an Apple desktop sir was having some
problem in understanding the procedure he just rang up that guy. So a person
who is working in a particular field should have full product knowledge so
that he can help the person who is in need of it.
 CUSTOMER DUTY TIME
E.g. Hamley’s, Kwality walls

Inform customer if query is solved (Hamley’s, Kwality walls)

Eg; Hamleys
Once a customer resident of India on his tour to London had gone and bought a Hamleys toy
car for his son but when he reached India and gifted his son the car, the product was not
functioning properly so what he did he wrote a mail to Hamleys saying I purchased this car
on so and so day from this store in London and the car is giving problem. The company
replied back in a day or a two and said Sir we are sorry for the inconvenience kindly courier
us the game and we will sent u a fresh piece. Within a week the company sent them back a
new toy along with the courier fees which he had paid from India till London and also a
voucher of some rupees. Which is valid for 15 years.

Kwality Walls
A lady bought a Kwality Walls ice-cream family pack but then she was very uncomfortable in
opening the box. So she wrote a query saying that its very difficult to open the box. The
company took the feedback in a positive manner and apologise for it and then said to her just
give me your address and telephone and tomorrow what time you are free we want to meet u.
The very next day a salesperson well dressed reached on the exact time what the lady
specified and apologise personally as well as bought her two family pack and didn’t even
charged for it.
 NO FILTRATION
E.g. Railway Platform Announcements fast/slow local
trains

In case of railways, where the concerned person from the railway department
makes announcement for fast or slow local trains. People should listen to it
properly because many a times what happens is that the indicator at the
platform shows that it is a slow local but actually it is not slow, it could be
fast so people should pay attention and listen to the announcement properly.
 INADEQUATE LISTENING
E.g. Doctor-Patient mishap

These cases are found mostly in the residential areas where there are small
dispensaries. Many a time doctors are in a hurry to grab another patient but
they don’t pay attention to what the current patient is saying and because of
this he may land up giving wrong medicines. So, doctors should listen to
what your current patient is saying and accordingly provide right prescription.
 CONCLUSION
 Listening is not only hearing what your internal and
external customers are saying, its all about paying
attention to them

 If effective listening is done, organisation can not only

enhance the morale of their customers but also
increases the brand loyalty