Module 3

BUSINESS COMMUNICATION
 US: 114974
NQF Level 3 Worth 2 Credits APPLY THE BASIC SKILLS OF CUSTOMER SERVICE

EXPLAIN CUSTOMER SERVICE IN A FINANCIAL

SERVICES ENVIRONMENT .

 The concept of good customer service is explained with reference to a business sector and
an organization's competitive edge.
 Different types of customer are identified within a specific organization.
 The consequences of poor service are identified with reference to the customer, the
employee and the organization.
 The procedure for escalating queries is explained with reference to own limit of
authority.
 Good Customer Service

What is customer service?

A customer is the most important person ever in the business. A customer is not dependent on us.
A customer is not someone we should argue with.
A customer makes use of our products or services by paying us for it. Customer care is tied up with people
skills. If you develop better skills at dealing with customers you will provide better service to your
customers.

Importance of the customer The Customer as a source of revenue

• The better the customer care given to customers, the more business they will do with your
company
 Good Customer Service
• The more business the company generates, the more profit it stands to make  This
enables the company to pay competitive salaries.
• Customers are NOT dependent on you – you are dependent on them as they pay the
salaries
• and without them, businesses have to close down and as a result people would lose their jobs
 It makes GOOD business sense to look after customers as a disciplined practice!!!

• When customers make purchases or use services and are parting with hard-earned money,
they like to be treated properly, irrespective of their gender, age, race, colour or creed, and
will otherwise take their business elsewhere if not.

• Keep in mind that you are the link between the outside world and your business and as first
impressions are lasting, it is up to you to make your first impression count.

• If it were not for your customers, there would be no need for your company
 The Impact on the Business

The business that delivers superior customer service will achieve major benefits in competitive advantage and
profitability.

• Customers are your business’s most important assets.

• The relationship you have with them will be the benchmark by which your business is judged in
terms of customer focus and quality of service.
• Their attitudes towards your business will depend on the way in which you treat them.
• The lack of caring for your customers could result in the business not reaching its true potential.

• Caring about your customers can create a competitive and harmonious business as people like
dealing with people who care.
• This results in the customers returning generating repeat business and increased profits.
 The 5 types of customers
Loyal Customers: They represent no more than 20 percent of our customer base, but make up
more than 50 percent of our sales.

• Discount Customers: They shop our stores frequently, but make their decisions based on the
size of our markdowns.
• Impulse Customers: They do not have buying a particular item at the top of their “To Do” list,
but come into the store on a whim. They will purchase what seems good at the time.
• Need-Based Customers: They have a specific intention to buy a particular type of item.

• Wandering Customers: They have no specific need or desire in mind when they come into the
store. Rather, they want a sense of experience and/or community.
 PCS
Poor customer service is the failure to respond to customer queries and complains in regards to your product. This
conditions may be caused by unmotivated employees and lack of proper organizational structures.

Causes of poor Customer service

1. Poor product or service
2. Bad after sales service
3. Unhelpful and impolite staff
4. “A can’t be bothered attitude of staff”
5. Waiting in a line of people to be served because of insufficient or shoddy staff
6. Poorly trained staff lacking knowledge and skill
7. Having your call lost or transferred unnecessarily and Being placed on hold by an automated voice.
  

Escalation Procedure
The Escalation Procedure covers all the processes involved with the rectification of unexpected behavior,
including:
The initial identification
reporting of system details
Resolution of the identified behavior
Technical support reports.

Adequate time must be allocated for all stages of a project, and all parties should maintain a mature and
realistic attitude in recognizing any constraints that may apply to an installation. Note: On occasions, not all
steps in this procedure will need to be followed as the behavior may be rectified in earlier steps.
 ENGAGE IN AN INTERACTION WITH A CUSTOMER.
An interaction with a customer is opened with reference to an organisation's internal
standards.
Information is requested to clarify the need.
The customer's needs are identified and reflected back to the customer to confirm
understanding.

Non-verbal communication clues are used to determine an approach to the interaction.

An interaction is closed with reference to an organization’s internal standards

  

Interaction with a customer

Greeting of customers

The way you greet a customer is important for creating a favourable first impression of yourself and the
company. Here are a number of key points that you should commit to memory:
Whilst what you say and do is important, what really counts is your posture when you say and do it.”

• “The most powerful form of communication is behaviour.”

• “The tone of your voice shows what you feel and think.”
How To Greet Your Customers
Always portray good manners.

Greet your customers when you see them. Smile with sincerity and say “Good
Morning/Afternoon” Use the customer’s name if you know it.

If you are being introduced – acknowledge the introduction with a sincere smile and friendly
greeting in return.

Familiarise yourself with your company’s policy about titles and use them correctly.

Make an effort to greet customers in their own language – even if the greeting is all you
know.
Be warm, good natured, patient and be as courteous and helpful as possible.
Never allow customers to see your private moods or pre-occupations.
Allow the customer to speak without interrupting him/her.
Offer assistance to a customer if he/she looks lost or seems to be looking for someone.
Don’t consider customers to be an interruption of your work. No matter how much work you have or
how often the phone rings, you should never be too busy to give a customer your undivided attention.
Your handshake says a lot about you. A firm handshake shows confidence, warmth, openness, and
sincerity; a weak, limp handshake indicates the opposite. An over strong handshake tells people
you’re dominating and insensitive.
 Greeting Customers
Greeting customers on the phone

• Be welcoming and warm. The caller doesn’t know you have to repeat the same greeting 20 times a day.
• Identify yourself.
• Keep a smile in your voice - the caller can “hear” the smile.
• Sound alert and ready to help.
• Speak clearly, don’t shout or talk too loud.
• Never talk on the phone with gum or food in your mouth.

• “Please” and “Thank you” are guaranteed to improve the relationship between you and the caller, as are
“Have a nice day”, and “It’s a pleasure”.
Show sincere interest in what the caller has to say.
 Customer Expectations
Each customer is important and has the following expectations when making use of your business:
• Make me feel important.
• Don’t lie to me.
• Keep your promises.
• Give me understandable information. Be sensitive to my needs.
• Listen to my advice on improving your service or product.
• Be fair. If I am expected to pay for my service then I expect value for my money.
• Treat me in such a way that I will come back to your business.
• Don’t underestimate my intelligence, which would be insulting.
 Guidelines for superior customer care
Superior customer care is an important ingredient to set your business apart from the competitors and is a good
method to gain and maintain the competitive edge on the competitors.
 

Teamwork- Take into consideration the expectations and needs of your colleagues. Never do or say anything
that may break down team spirit. Remember you need each other.
 Project the right image. Adhere to your business’s corporate image and be aware of your written and spoken
language. Project a confident and assertive attitude at all times.

Keep your promises. Don’t make any promises you cannot keep. It reflects badly on you and the business.
Listen to your customers. They will give you free and valuable information about you, your company, your
products and services.
Be reliable and honest all the time
 Improving customer care

• Understand what the customers like about what you do and plan to do more of it.
• Understand what the customers are less happy about in how you are providing your service
and agree on plans to improve this.
• Be open to the cultural differences of your customers and try to familiarize yourself with
information regarding the various cultures of your customers.

• Be tolerant of the different values, attitudes and beliefs, as well as the different ways of
behaving, of your customers.
Being responsive to your customers’ needs
 Remember Your Customer Service ABCs
Ask questions
Basic Listening
Comprehension
Active Listening Skills Attending
A: Eye contact
B: Posture

C: Gesture S.O.L.E.R.
Five steps to attentive listening
Squarely face the person.
Open your posture. Lean towards the sender.
Eye contact is maintained.
Relax while attending.
 The Cycle of Service

• What are the customer’s needs when dealing with you? Just how aware are you of their
needs? How do you know when you’re not meeting their needs?
• How does the cycle begin? What is your first encounter with the customer? Is it by
telephone? Face-to- face? By referral?
When does the cycle end? When the customer walks away from you? When the customer
hangs up the phone?
 How to Identify Consumer Needs
Finding the reasons consumers make purchases is one step in identifying consumer needs.
To learn consumer needs, their behaviors must be studied and analyzed. When consumer behavior is
understood, companies can identify their needs and use this information as a road map for the company's
future. Consumers are the future of all companies.  

1Understand what consumer behavior means. Consumer behavior is the sum total of the how and why
of the purchase decisions they make. Investigating and understanding these trends is how companies
plan strategically to stay in the market and remain competitive.

Examine purchase decision processes. Consumers are studied in all industries. For example, grocery
store customers are studied to find out average shopping trip times as well as unplanned purchases.
 How to Identify Consumer Needs

Look into the minds of consumers. Another way of finding consumer needs is for researchers to try to
understand what happens in consumers' minds. What influences cause consumers to purchase goods? This
step tries to differentiate between random purchases and purchases that include some form of thought.
Categorize needs. Abraham Maslow, a founder of humanistic psychology, came up with five basic
groups of consumer needs. They're referred to as Maslow's Hierarchy of Needs. He displayed them in a
pyramid format beginning at the bottom with physiological needs. Physiological needs are primary
needs such as food, water a 

Try different approaches. Another way to learn consumer needs is by various marketing strategies.
Trying different strategies can help determine what works and what doesn't. This includes approaches
such as changing target market.
 Strategies for Identifying Customer Needs
Manage customer relations to understand customer needs.
Customers are the lifeblood of a business, without them there is no business. In order to stay competitive,
businesses must compete to stay front of mind and deliver what the customer needs. However, it is
sometimes difficult to identify what exactly a customer needs.
1. Surveys
Ask the customer. Companies conduct surveys via telephone, paper, email and chat. In the beginning of the
survey, establish the customer's demographic information such as location, products/services used and other
information.
2 Market Analysis
You can analyze customer buying habits by contacting the marketing, finance and operations groups to find
out which products have been receiving the most response from customers. Check to ensure the revenues
from the product do not outweigh the costs to produce it.
 Understanding Non Verbal Communication Cues

People can say a lot without every opening their mouths through the form of non verbal
communication. Non verbal communication is simply the way of communicating with others without
speaking. This communication can be done through gestures, touch, facial expressions, body language,
posture, or eye contact. Often, non verbal communication can give away a person’s real feelings, no
matter what he or she is saying.

Non verbal communication is important in many ways. In the case of relationships, understanding non
verbal communication can help someone know what his or her partner is really thinking.
Non verbal communication can also be helpful in certain professions such as law enforcement.
Non verbal communication is so important that there are several specialized fields within it. The study of
body movement, gestures, and facial expressions is known as kinetics.
 DEMONSTRATE COMMUNICATION SKILLS IN ORDER TO RESPOND TO A CUSTOMER NEED.

Active listening skills are demonstrated in three different customer service

interactions.
Keywords are identified in a customer dialogue and used to formulate an
appropriate response.

The main details of the customer's needs, request, query or complaint are
recorded and the entry is checked for accuracy with the customer.
 Communication Skills in responding to a customer
Effective Communication
1Being an effective listener requires the following:
• Look at the person speaking to you, listen and don’t interrupt.
• Pronounce your words clearly. Misheard words can cause confusion.
• Ask pertinent questions.
• Don’t change the subject. Empathize. Put yourself in their position.

• Verbal and non-verbal communication refers to

• Being aware of what you say and how you say it.
. Keeping it simple, whether it is written or verbal communication.
. Being sincere - it is easy to spot a person being false

Your facial expression tells a lot about your feelings.

 The advantages of effective communication results in:

• Problems getting solved by sound decisions being made.

• Good working relations being established.
Non verbal communication
It is said that, during the course of communication with your customers, you gain 7% of your
information from the actual words being used, 13% from the tone being used and a massive 80% from
body language used.
Advantages
• Body language reinforces verbal communication with customers by: Supporting what you are
saying – when, for example, you maintain a demonstrably assertive stance while saying: “I
will do everything in my power to get you a table with the same construction.”
 Advantages

• Letting others become aware of our state of mind – so that they can tell by your expression
and/or your posture that you are happy/anxious/exhausted, etc.

• Replacing verbal communication altogether, as in a shrug of the shoulders when you don‟t

know an answer or a shake of the head when you wish to say no.
Disadvantages
• Body language can also cause problems with your customers in the following ways:

• It can contradict what you are saying to your customer, for example when someone replies

to your query with “I‟m fine” while his body language is such that he is obviously not happy.
 Positive & Negative
• It can be misleading – as when you send mixed signals by saying how pleased you are
about something while maintaining a “closed” body language (arm folded across your chest,
posture rigid, and avoiding eye contact).
• It can be so misleading that those observing do not get any message at all.

Positive & Negative Body Language

Characteristics of both the positive and the negative of body language are identified below which will
assist you to avoid projecting negative body language and promote effective non-verbal
communication through positive body language practice.
Positive and Negative BL
  

How to Handle Customer Inquiries or Complaints

Familiarize yourself with the company's services. If you are a secretary for a party planning company, ask
your supervisor for a brochure that details what types of parties the company plans and the pricing of these
events.
Suggest services or products that could help the customer.
Stay calm when a customer has complaints. If a customer gets loud after you explained the ways you would
solve her problem, tell her you are sorry for any inconvenience that the company's actions may have caused
and that you will do everything necessary tosolve the problem. Don't shout back at the customer in anger
because this increases the conflict.
Benefits of a Complaints System

 serve as a quick, efficient and low-cost means of of the services they provide; resolving difficulties
which service users may encounter;
 provide accurate information for the local authority on the quality
  enable changes to be made in procedures and systems to ensure that similar complaints do
not continue to arise;
 avoid the extra time and cost involved in appeals;

Advantages of Complaints/Customer feedback

• Customer complaints offer you an opportunity to rectify a situation resulting in prevention of further
complaints and continuous improvement of service. You should react and respond to all complaints to make
sure you never receive the same complaint twice.
• Always endeavour to identify and work to eliminate the cause of the complaint.
 Methods of dealing with customer related issues

Dealing effectively with complaints can result in:

• Elimination of product or service defects.
• Improved operating procedures.
• More skilful customer service behaviour.
• Higher performance standards.

• Complaints and customer feedback forces problems out into the open and people have to examine them and work towards a solution.
• It enables customers as well as the organization to state their goals and perhaps achieve them.

When several customers are upset at once

• Address them as a group and invite them to discuss the matter in a private area.

• Work with each according to priority, while making sure those waiting are kept entertained or at least comfortable.
• Get help from management or staff if you are unable to deal with the situation on your own.
• Give them attention, show patience and stay calm.
 Do’s and Don’ts of customer complaints

Behaviour

Inevitably there are times while customers lodge complaints that they are difficult, persistent or even
rude to you. Your reaction will greatly influence the outcome of the situation.

Avoid
• Confrontational behaviour. It reinforces conflict and creates more ill feeling. One side demands
apologies from the other and the redress of perceived wrongs. One party wins at the expense of the
other.
• Avoidance. It prolongs the problem and keeps it just below the surface. Avoiding a problem might
make the situation even worse.

Cultivate
• Compromise. Both parties make concessions, bargaining with each other until a compromise is
reached.
 US: 13929
NQF Level 3 Worth 3Credits
CO-ORDINATE MEETINGS, MINOR EVENTS AND TRAVEL ARRANGEMENTS

1.A range of dates for meeting/event are provided to

attendees.
2.Suitable dates and venues are determined based on
responses to range of dates provided.
3.Meeting/event is booked and confirmed with attendees in
writing.
4.All related documentation is forwarded to the attendees.
 Meeting or event information
What is a Meeting?

In this context a meeting is where a group of people (two or more) gather to discuss a preplanned list of items. These
discussions are intended to achieve a particular purpose. However, in many businesses people experience meetings as
having no purpose and a waste of time.
Types of Meetings

There are various types of meetings held in a business. These can range from:

• Informal meetings between colleagues

• Formal meetings held in the business, such as shareholder meetings, board meetings, with suppliers to
discuss contracts, etc.
• Once-off meetings that are used to discuss specific issues that arise.
• Regular meetings, such as safety meetings, business meetings, etc.
 Purpose of Meetings
To solve problems

Complex issues in a business may involve a number of people and require input from a variety of experts and
disciplines. The meeting is a forum for this level of problem solving.
Decision-making

These meetings are when an authorised body comes together to summarise options and make a decision.
Post-mortems

These are used to analyse successes, difficulties or failures in detail so that future successes can be designed and
developed.
Creating ideas

Meetings are a good forum for creative people to present their views and ideas.
Information briefing
 Alternative to Meetings
Alternatives to Meetings

ALTERNATIVES

You might consider the following alternatives to meetings, especially when conveying

information that is uncontroversial and unlikely to lead to discussion:

Memos. • Use of the telephone.

• E- mail memos. • Telephone conferencing.

• Corridor meetings. • Video conferencing.

 Meeting Attendees
Who Attends?

• They must have some expertise about the issue or project to be discussed.
• They must have some involvement or invested interest in the outcome of the
discussion.

• They must be skilled in the group decision-making process and appreciate diversity
of opinions.
• They should share the overall values of the business. It makes no sense to include
people in decision-making that do not share the values.
What is the purpose of the meeting?
Who has the authority to take decisions?
Is certain expertise required about the issue or project being discussed?
  

Meeting Protocols
Good meeting etiquette
• Arrive on time.
• Should you not be attending (or you are delayed) send your apologies.
• Listen to other‟s points of view.
• Participate and actively involve yourself in the process.
• Do not speak over others.
• Be in the here and now – do not do other work while in a meeting!
• Do not have side conversations.
• Speak through the chairperson – wait for them to acknowledge you before you proceed.
 Purpose of the meeting/ event
Determine the 5 W’s of your meeting/event
• Who. Who will be attending your event? Describe your target audience. How many people
are you planning for?
• What. What are you going to do during the event? Draft a program.

• When. When will the event take place? Determine the date of the function, and the start and
end times.
• Where. Where will the meeting be held? Check availability at the venues you are
considering.
• Why. Why are you having the event? What do you want to accomplish?
 Arranging Meetings
The best way to ensure a productive meeting is to plan, plan, and plan.
Planning a meeting involves:
• Scheduling the meeting as far in advance as possible.
• Announcing in advance the time, date, and place of the meeting.

Avoiding peak productivity times, namely Tuesday through to Thursday mornings.

Karen Anderson, the author of “Making Meetings Work” suggests the hour before lunch or quitting
time as the most productive times because people avoid unnecessary delays that might extend the
meeting into their private lives.
 Arranging Meetings
• Venue: Make sure the room is set up prior to the commencement of the meeting. Where possible, arrange
for a bigger than necessary room, use comfortable chairs, and arrange for notepads, pens and pencils.
• Arrange all equipment and test it before the meeting,
• Provide an agenda and pre-work at least 48 hours before the meeting.

• Make extra copies of the agenda and all handouts. Do not assume that people will remember to bring this
material.
• Decide how to handle meeting processes (such as brainstorming, tracking decisions and action items,
voting, etc.) so that the time can be spent productively.
• No part of the meeting should last longer than two hours.
• Breaks must be taken away from the meeting room.
• Arrange refreshments.
• Arrange not to be interrupted.
 The Agenda
A written agenda is used to set expectations and the aim is to:
• Confirm the time, duration, date and place of the forthcoming meeting
• Give members prior warning of what will be discussed at the meeting.
• Guide members through the meeting, indicating subjects that will discussed in the order in which
they will be discussed and who is to take responsibility for leading discussion on specific issues.
• Present a manageable list of items that can be adequately discussed in the time available.

Compiling an Agenda
Agendas usually have a standard format, depending on the type of meeting. This is usually consistent
from meeting to meeting.
  
Through a memo on the notice board, SMS, voice mail, e-mail, or a team
bulletin board, the leader or assigned team member should ask for agenda
items before each meeting.
Agenda format
Notification of time, date, and place
To be present
Apologies for absence
Minutes of the last meeting
Matters arising
Routine business
Non-routine items
Any other business (AOB)
Date, time and place of next meeting
Example of an Agenda
 Setting up the Venue
Seating  
People often take seating arrangements for granted. However, the style of seating has an impact on levels of
participation. The primary function function and size of the meeting also influences seating arrangements.
  

Reserve the location for the meeting/event

The 5 W‟s

. How many rooms will you need to conduct your event?

• What type of room set-ups will you need?
• (Banquet, lecture, conference)
• Do you need any extra areas outside of your rooms?
• (Registration or information tables)

• Do you need any audio/visual equipment during your event? (Overheads, microphones, etc)
• Will you need access to your rooms to prepare for your event? (Before and after)
Establish Checklists for your event needs
 SPECIFIC OUTCOME 3.
Make travel, car hire and accommodation arrangements
1. Travel, car hire and accommodation requirements for all attendees are
determined.
2. Suitable accommodation is secured and bookings confirmed in writing.
3. Car hire facilities are identified and confirmed in writing.
4. Travel arrangements are made and all necessary documentation forwarded
to the attendees.
5. Invoices relating to travel, car hire and accommodation are processed.
6. Any relevant advance disbursements for travel, car hire or accommodation
are processed.
 Travel, car hire and accommodation arrangements

Travel, car hire and accommodation requirements

• Payment for accommodation in advance.

• Payment of deposit.

• The hotels, travel agency, or local organisers, as appropriate, should send out confirmation of
accommodation.
Accommodation

• If possible, accommodation should be within walking distance of the conference site, though local
transport may be necessary in larger cities. If this is the case, good directions must be provided.
• A range of accommodation rates should be offered, including modestly priced rooms, such as
university residences.
 Making travel and accommodation arrangements

When asked to make travel or accommodation arrangements, request the following information:

• The name of the attendee.

• When would the attendee like to travel - the date and time.
• What business would the attendee like to use.
• What class the attendee prefers (first, business or economy).

Telephone the organisation chosen by the attendee and provide them with the following information:
• The name of the attendee.
• The date and time at which the attendee would like to travel.

• What organisation would the attendee like to use (if you are speaking to a travel agency).
 Payment
• Payment for accommodation in advance.
• Payment of deposit.

• The hotels, travel agency, or local organisers, as appropriate, should send out confirmation
of accommodation.
 SPECIFIC OUTCOME 4.
Assemble and distribute documentation for meeting or event in good/sufficient time to
attendees

1. Deadline date for receipt of documentation from contributors is established according to agreed
time frames.

2. Deadline date is communicated to contributors.

3. Documents are assembled, copied and collated.

4. Relevant documents are timeously distributed in hard or electronic form to participants.

 Documentation and information to attendees
After the meeting Minutes

• Ensure the minutes of the meeting are accurately recorded

• Process any decisions/information from the meeting and communicate this to the
appropriate people
• Suggest ways to improve meetings with specific reference to the logistics and chairing of the
meetings
 Minutes
The following are guidelines for the publication of minutes

• Separate each paragraph by a one-line space.

In decision minutes the decision is clearly identified by being started by the phrase IT WAS DECIDED.
Actions points are similarly identified by the word ACTION.
A reader can flip through the pages, checking in the following:

• Any occurrence of his/her name or initials in the action column.

• Every other name/set of initials in the action column.
• All decisions taken at the meeting.
 Accuracy

To ensure the accuracy of minutes the following is recommended:

During the meeting when the chairperson summarises each item on the agenda this is noted by
the minute-taker.
• The minutes are published and distributed within 48 hours of the meeting. This means that
people can read through them whilst the meeting is still fresh in their minds and bring any
inaccuracies to the attention of the minute-taker.
• Finally the accuracy of minutes is verified at the next meeting and any changes are agreed
to.
 Processing Decisions and Communicating Information

Follow up actions

At the meeting it will have been decided what actions need to be taken and who is responsible for these
actions. It is important that these decisions are implemented – they will be of no value to the business if it
isn‟t!

Following up typically includes:

• Informing people of the decision.
• Training people on how to implement it.
• Creating forms or written instructions for implementing it.
• Communicating with key people about the implementation and timing of actions.
 US: 13930, NQF Level 3 Worth 4 Credits
MONITOR AND CONTROL THE RECEIVING AND SATISFACTION OF VISITORS

OVERSEE THE RECEPTION OF VISITORS

ENSURE THAT VISITORS ARE CONSULT ACCORDING TO ORGANISATIONAL

REQUIREMENTS