Chapter 3

Verbal Communication
Skills

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 Learning Outcomes
3-1 Explain the importance of effective communication in
customer service.
3-2 Recognize the elements of effective two-way interpersonal
communication.
3-3 Project a professional customer service image through
positive communication.
3-4 Provide feedback effectively.
3-5 Avoid language that could send a negative message and
harm the customer relationship.
3-6 Use assertive communication techniques to enhance
service.
3-7 Identify key differences between assertive and aggressive
behavior.
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 LO 3-1 The Importance of Effective
Communication
Effective communication is crucial in the exchange
of information.
• Customer satisfaction
• Successful product and service fulfilment
• Little control over emotional state of customers
Be aware of how you communicate and how the
communication process works.

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 LO 3-2 Ensuring Two-Way Communication 1
Interpersonal Communication Model
• Environment - office, call center, store, and group or
individual setting
• Sender – initiates the message
• Receiver – paraphrase to clarify
• Message – idea or concept you wish to convey
• Channel – the method you use to transmit your
message

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 LO 3-2 Ensuring Two-Way Communication 2
Interpersonal Communication Model continued

• Encoding – into language, symbols and gestures

• Decoding – affected by filters
• Feedback –response to sender’s message
• Filters - attitude, interests, biases, that distort or
affect the message
• Noise – physiological and psychological factors

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 Figure 3.1 Interpersonal Communication Model

Jump to long description in

appendix
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 Two-Way Communication

Two-way
communication is
the foundation of
effective customer
service.
How can you be sure
that you are listening to
the customer?

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 Figure 3.2 Positive Communication Model

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appendix
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 LO 3-3 Communicating Positively 1
Prepare for Positive Customer Interactions
• The first element in PLAN
• Get into a mental state of mind to provide quality
customer service
• Identify pet peeves

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 Pay Attention

Employees should
pay close attention to
what the customer is
saying so that they
can anticipate
problems.
Is this employee
paying attention to
what she is hearing?

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 LO 3-3 Communicating Positively 2

Let Your Customers Know They Are Important

• The second element in PLAN
• Make customers feel welcome
• Focus on the customer as a person
• Offer assistance
• Be prepared
• Provide factual information
• Be helpful
• Accept responsibility
• Take appropriate action

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 Be Welcoming

Extend a
welcoming smile
and posture
whenever
interacting with
customers.
What are some
ways that you can
demonstrate that
customers are
welcome?

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 LO 3-3 Communicating Positively 3
Address Your Customer’s Expectations Positively
• The third element in PLAN
• Project a positive customer service attitude and
image
• Use Customer-centric language
• Use small talk
• Use positive “I” or “We” messages
• Ask positively phrased questions
• Be specific
• Listen carefully and respond appropriately

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 Positive Message Exchange

Look for ways to create a positive message exchange

between you and your customer.
What are potential outcomes when a service provider
communicates a “can-do” attitude with a customer?

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 LO 3-3 Communicating Positively 4
Nurture a Continuing Relationship
• The fourth element in PLAN
• Take responsibility for leaving a positive impression
• Ask permission
• Agree with customers
• Elicit customer feedback and participation – build rapport
• Close the transaction professionally

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 LO 3-4 Providing Feedback Effectively 1
Verbal Feedback
• Take into consideration the knowledge and skill
level of your customer
• Be conscious of how your customer is receiving
your information
• Use acronyms carefully

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 LO 3-4 Providing Feedback Effectively 2
Nonverbal Feedback
• Manage body language
• Use eye contact effectively
• Use positive facial expressions

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 Figure 3.6 Guidelines for Providing Positive Feedback

Here are 10 tips for effectively providing feedback

1. When appropriate, give feedback immediately when communicating face to
face or over the telephone.
2. Communicate in a clear, concise manner.
3. Remain objective and unemotional when providing feedback.
4. Make sure that your feedback is accurate before you provide it.
5. Use verbal and nonverbal messages that are in congruence (agree with
each other).
6. Verify the customer’s meaning before providing feedback.
7. Make sure that your feedback is appropriate to the customer’s original
message (active listening helps in getting the original message).
8. Strive to clarify feedback when the customer seems unclear of your intention.
9. Avoid overly critical feedback or negative language (as described in this
chapter).
10. Do not provide feedback if it could damage the customer-provider
relationship.

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 LO 3-5 Avoiding Negative Communication
Focus your message on how you can work with
the customer to accomplish needs satisfaction
• Don’t use vague or weak terminology
• Don’t use global terms

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 Avoid Negative Communication

A good metaphor for avoiding negative communication is

the old adage of “see no evil; hear no evil; speak no evil.”
What are possible outcomes if you apply this concept with
your customers?

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 LO 3-6 Dealing Assertively with Customers
Assertiveness level relates directly to behavioral
style preferences and culture
• Recognize which style to use in different situations
• Show self-respect and respect for others
• Express ideas confidently and positively
• Be aware of cultural differences

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 Figure 3.5 Nonassertive and Assertive Behaviors
Nonassertive
• Poor eye contact while speaking
• Weak handshake
• Use of verbal paralanguage
• Apologetic in words and tone
• Soft, subdued tone
• Finger-pointing and blaming others
• Nervous gestures
• Indecisiveness
• Rambling speech
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Assertive
• Proper eye contact
• Firm handshake
• Gather thoughts and speak
• Apologize for the mistake, then
take control and move on
• Increased volume, sounding firm
and convincing
• Take responsibility and resolve
the problem
• Self-assured gestures
• Thorough knowledge about the
products and services
• Think, plan, and then speak
 LO 3-7 Assertive versus Aggressive Service
Assertive behavior sustains customer relationships
while aggressive behavior can destroy them.
• You win and I win
• Project an image of confidence, be self-assured,
and state what you believe to be true in a self-
confident manner
Aggression involves hostile or offensive behavior
Aggressive behavior can lead to relationship
failure

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 Aggressive Behavior
Aggressive behavior
with customers will
almost always end
up with negative
results.
What can you do as a
service provider to
ensure that interactions
with others do not
escalate into
confrontational
situations?

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 Appendix of Image Long Descriptions

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 Appendix 1 Figure 3.1 - Interpersonal
Communication Model

A diagram shows that senders encode messages and send

them through channels to receivers, who decode them and
send back feedback. Filters are applied by both senders
and receivers. Noise in the environment can interfere with
the message.

Return to original slide

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 Appendix 2 Figure 3.2 Positive
Communication Model
A graphic shows positive communication has four
purposes: Prepare interactions, let customers know
importance, address expectations positively, and nurture
continuing relationships.

Return to original slide

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