Customer Service

Unit 3: Communication in the customer service role

Session 1: Methods of communication

Different communication methods

Pages:

Good communication skills are essential in any job, and are particularly useful where
customers are concerned! Some people say that good communication is all about giving
the right information, and while this is very important, its also important to
remember that communication is not just about what we say. Lets start by thinking
about the different types of communication that we use in everyday life.

Types of communication
Tap the icons below to find out more about the different types of communication.

Written communication
What can written communication include?

Written communication can include faxes, emails, memos, letters and reports or
presentations. However, this list is not finite! The type of written communication you
use will depend on what you want to say and who you want to say it to.

Is written communication used mainly for internal or external communication?

Some written communication is internal, which means it is sent to other people in
your organisation, for example agendas, memos, telephone messages or emails.

Other written communication will be external, which means you are sending it to
customers or suppliers, for example letters, faxes or emails.

What must be considered before using written communication?

When selecting the type of communication to use you should also

consider cost and time, as well as circumstances. For example, emails are quick
but may be inappropriate for responding to a formal complaint.
Verbal communication
What can verbal communication include?

Verbal communication includes phone or face-to-face conversations, chatting to

friends, giving presentations in front of colleagues or customers, and meetings.

Why is verbal communication useful?

Again, verbal communication can be useful for communicating to external and

internal customers.

The power of verbal communication lies in the fact that it can be used to transfer
feelings and emotions much more clearly than written communication, as it is
immediately heard by the recipient.

Verbal communication can help to communicate key messages to customers and it

can help to establish a rapport with them.

It can also be useful for summarising, repeating, clarifying and negotiating with
customers.
Non-verbal communication
What can body language include?

Body language includes things like posture, facial expressions and gestures. It
is unspoken but it is communicated as you speak or listen to someone.

If it is unspoken, how does it affect communication?

What you say with your body language will have a real impact on how you
communicate. Body language is positive or negative.

Positive body language can show someone that you are interested, concerned or
attentive.

If your body language is negative, however, you may look bored, nervous or
disinterested. Negative body language can affect the way you sound to someone
 when they cant see you. For example, if you are slumped in your seat and not
smiling you risk coming across as being unfriendly or rude.
Some examples of communication methods you might have come up with include:

Sales letters
Phone calls
Memos
Emails
Voicemails
Face-to-face conversations.
Adapting communication methods
Pages:

You may need to adapt the communication that you use to suit different situations, as
one communication method cannot be used to suit all situations. It is important that
you plan the form of communication you will use in relation to the context of the
communication, and consider factors such as audience and purpose.

Case study
Take a look at the following case study as an example of adapting communication
methods to suit situations. Read the scenario first, then tap the coloured headings below
and tap the highlighted words for more information.

Scenario
Mrs Singh has been waiting in all day to get a new carpet fitted in her hall, stairs and
living room. The carpet fitter from Browns Department Store has not arrived; it is now
5.30pm. Mrs Singh decides to ring the department store. Brown's is upmarket and
prides itself on its customer service. It is Mrs Singh's favourite store. This is her third
phone call to the store today. Tap through the case study below and roll your mouse
over parts of the text to learn more.
Carpet fitter is late
Mrs Singh: Hello, its Mrs Singh again. The carpet fitter has still not arrived and my
husband will be in from work soon. I was told at 2 oclock he would be here at 3.30.
Ive had to take a day off work for this you know. Its terrible.

Carpet department: Hello Mrs Singh, the carpet fitter should be with you within the
half hour, he has had some real trouble at a house in another postcode, as the
customer hadnt taken up the old carpets or lining. Hes had a real time as hes been
by himself, weve a number of staff off sick today unfortunately. I apologise for the
inconvenience it has caused you Mrs Singh, I really am sorry. Its not our usual
standard of service. Please can you keep in touch with us and let us know when he
arrives, and what time he leaves?

Mrs Singh: I dont want the carpet fitter getting into trouble for this; its not his fault,
there should have been enough cover for today. You should have been in touch to
explain that before instead of me ringing you all the time.

Carpet department: I understand that Mrs Singh. Hes not in trouble. Keeping in
touch would help us with our records when we investigate this incident.

Carpet fitter fits carpets

Carpet fitter: Hello Mrs Singh, I am so sorry about the delay. The other fitters are
both off sick and I have been by myself on the last job, which was so time-
consuming. The customer hadnt taken up the old carpet you see, which meant I had
to. It was a big townhouse so the job took ages.

Mrs Singh: Thats alright, come in.

Carpet fitter: I can see that your old carpets are up so this shouldnt take too long.
Once again I apologise for the lateness of my visit. Ill work through my break to
make up some time for you havent had my lunch yet today but Ill enjoy my tea
when I get in.

Mrs Singh: Oh thats awful! Let me make you a sandwich while you get on, at least.
I appreciate its not any of your fault, I have rung the department store to let them
know youre here. They were very apologetic, they have said they will contact your
wife to let her know you will be late this evening. However, I am still going to
complain not having enough staff is beyond a joke. And making you work late too.

Carpet fitter: Well, I am due to begin annual leave in a couple of days so Id best
crack on!

Aftermath
Communication methods a summary
 Mrs Singh eventually adopted a formal method of written communication via a letter of
complaint, as this was the best way to reiterate how unhappy or disappointed she was
with the store. She also used verbal communication to communicate with the
department manager, and friendly face-to-face verbal communication when she
communicated with the carpet fitter, as she knew there was no point in being angry
with him the situation was out of his control.

Browns department store has responded appropriately to Mrs Singhs formal letter
with one of their own, which acknowledges her complaint and offers some form of
compensation. When speaking with her, the department manager was polite and
understanding, and offered an apology without being prompted for one.

Communication methods a summary

Mrs Singh eventually adopted a formal method of written communication via a letter of
complaint, as this was the best way to reiterate how unhappy or disappointed she was
with the store. She also used verbal communication to communicate with the
department manager, and friendly face-to-face verbal communication when she
communicated with the carpet fitter, as she knew there was no point in being angry
with him the situation was out of his control.

Browns department store has responded appropriately to Mrs Singhs formal letter
with one of their own, which acknowledges her complaint and offers some form of
compensation. When speaking with her, the department manager was polite and
understanding, and offered an apology without being prompted for one.

Adapting communication methods

Pages:

Whether or not communication methods need to be planned or changed quickly to suit

situations, it helps to think analytically about what you are going to say, write or type.
Take a look at the steps outlined on this page for more guidance.
Think
Take a moment to stop and think about the situation. What context does the
communication require? Lets look at formal and informal communication in written
and spoken contexts.

Spoken communication

Can it be formal, such as a chaired or witnessed meeting, or can it be informal, such as

a chat over a cup of coffee? Think about the circumstances surrounding the
communication. For example, if you were providing some coaching to a new employee,
an informal approach might be best. However, if you were in a meeting about best
practice when dealing with angry customers, a formal approach might be required.

Written communication

With written communication its important to bear in mind that your customer can
be internal or external. So letters or emails may need to be more formal when dealing
with external customers. Emails may be informal when dealing with internal customers.
Think about the circumstances again, for example are you responding to a complaint or
a compliment?
Understand your audience
When assessing your audience you need to think about who you will be talking or
communicating with. By putting yourself in their shoes you will be able to tailor your
communication methods more effectively to their needs. It might help to consider the
following:

Define your audience. For example, are they internal or external? Are you friendly
with them already or is this your first contact?

What does your audience know? What is their knowledge of the situation or topic for
discussion? For example, there may have been previous communication with the
audience about this topic before, or it may be entirely new. If its not the first time that
the topic has been discussed then what was their reaction about it then?

If the shoe was on the other foot. Put yourself in your customers shoes. What would
you want or need from the organisation? Why would you need it? If youre trying to
communicate to more than one customer at a time, are their wants and needs the same?

Which method to use?

Sometimes you may have the time to choose a method of communication in advance
(for example, if youre planning to meet a customer in person or planning for a meeting
with internal customers). If you dont have the time to choose, then consider how
quickly the message needs to be conveyed and which communication methods would be
most suitable in the time allowed.

You may also want to consider resources here these are the tools available to aid
communication. For example, if you need to type a letter, do you have access to office
software and a printer? If you need to design a presentation, do you need presentation
software or flipcharts? You will learn more about the advantages and disadvantages of
communication methods on the next page.

Adapt your body language

 Checking that your body language is positive can really enhance a situation. Adapting
positive stances can help to send messages to your customers which show them that
you understand their situation.

If your body language is negative, however, you may look bored, nervous or
disinterested. Negative body language can even affect how you sound to customers on
the phone. You will learn more about body language on the next page and in Session 4 of
this Unit.

Tune in to feedback!
Customer feedback can give you an indication of how to adapt your communication to a
situation. If feedback is verbal, it could provide clues about whether the customer is
happy, listening to you, and about what they expect of you or your organisation.

If they are confused, then you will know that you need to communicate via a different
method or by simplifying your point of view. If they are angry, you will know that you
have an opportunity to understand why they are angry. In Session 5 of this Unit you will
learn more about how feedback from customers can be useful to organisations.

Communication is always understood in the context of

the receiver, no matter what was intended.
Edward De Bono

Advantages and disadvantages of

communication methods
Pages:

Communication methods are not mutually exclusive and there may be a degree of
overlap you need to think about what method will work best. Take a look on this page
to learn more about advantages and disadvantages of different communication
methods.

Telephone calls
 Advantages
Can be used for both internal and external communication
The response is instant
No special hardware or software is required
You know if youre speaking to the right person
You can get to the root of a problem or offer a customer a solution straight away
You can ask questions to keep control of the call and reduce the length of the call.
Disadvantages
There is a risk that the spoken language can be interpreted differently to how it was
intended
You cant see the customers facial expressions or body language
It may be difficult to convey your point
A written record may still need to be made after the phone call
You may need to prepare for the call in advance.

Written communication - Letters

Advantages
Can be used for both internal and external communication
Visual information can be included
A written record of the message is kept
Facts can be passed on
Carries a certain air of authority that customers may appreciate.
Disadvantages
Letters are a slower way to communicate than spoken communication
They are not really suitable for delivering urgent messages or responses
There is no guarantee that the letter has been received by the customer
 If the customer does not understand the information, they will need to get in touch and
then wait for another response.

Email

Advantages
Useful for communicating the same message to more than one person
They save on paper and stamp or franking costs
There is a typed record of the email
Useful for sending customers an update of a situation.
Disadvantages
Email needs just as much thought as a letter in order for it to be effective
Emails may be read quickly by customers and they might miss some important points
Not everyone has access to their email accounts every day.

Face-to-face communication

Advantages
Points are made directly
Body language can be seen and interpreted
Feedback is immediate, which can help to speed up the decision-making process
Enables rapport to develop
Enables both people to set the mood and tone of the conversation
You can demonstrate a product or service (if the situation allows)
You can learn more about what the customer wants, needs or expects.
 Disadvantages
You could be interrupted
Internal customers may view face-to-face communication as unproductive
If a customer decides to escalate a problem into a row, it can be humiliating for the person
serving or dealing with them.
Different interactions, different methods
Pages:

Not every customer service situation can be dealt with in the same way. For example, if
your organisation received a letter of complaint, it may be better to respond with a
letter, instead of an email. Some forms of communication, such as text, would be
downright inappropriate! A common-sense approach can help to pinpoint the type of
communication required for the situation. Take a look at the scenarios below for more
explanation.

Scenario 1

A person has registered through a charitys website to complete a local sponsored run.
They need to provide their details in order to receive a registration pack containing
their number and sponsorship ideas. The charity has been building up its web presence
to attract more donors and users.

Immediately after they have registered online, the person receives an automated email
response confirming that they have successfully registered for the run on the date they
specified. It also contains a training plan. The email also confirms that a registration
pack is on their way to them in the post.

The runner receives their pack in the post nine days later.

Scenario 2
A couple have been waiting for a sofa to be delivered and now it is delivered, but wont
fit inside their door. The delivery drivers talk face-to-face with the customers about the
next steps to take, then the delivery drivers phone the store to explain the situation and
to enable the customer to speak to someone at the store.

As the store measured the sofa and confirmed that its dimensions would be suitable for
the couples house, the store immediately accepts that the sofa is not fit for purpose. The
store stays in touch via phone with the couple while a loan sofa is sorted out, and offers
them a credit note for another sofa.

Scenario 3

A patient complains to a GP receptionist that they have been waiting too long to see the
doctor. The receptionist confirms their appointment and says the GP will see them
shortly. However, the patient decides to forego the appointment as they need to return
to work. They explain this to the receptionist. They leave a complaint in a GP surgery
feedback box. The patient receives a letter from the surgery about the complaint. The
letter acknowledges the complaint and confirms it will look into the matter further.

The patient receives a follow-up letter a few weeks later confirming their appointment
had in fact been double-booked, hence the delay. The surgery apologises for the mix-up.

Social media considerations

Of course, many organisations have customer queries reaching them through a whole
range of different mediums. The standard mediums, such as letter, telephone, in person
and email, have been accompanied in recent years by a raft of social media tools and
applications, such as blogs, online reviews and sites including Facebook and Twitter.
 This type of communication takes place online as well as through smartphones, and is
difficult to control.

Its important to take these forms of communication into account too. If a customer uses
any of these to communicate with your organisation, they may expect a response in
return via the same medium.

Many people argue that face-to-face communication is

the gold standard.
In the first scenario, the charity has been building up its web presence to attract
more people people like the person who signed up for the run. The automated
email is a good way of letting the person know they have successfully registered, as
it is instantaneous. And because the person signed up online, they might expect
confirmation via email. The inclusion of the training plan in the email means that the
person can get straight on with their training regime without waiting for it to arrive in
the post.

In the second scenario, the situation requires immediate attention so its best that
the delivery drivers explain what will happen next. As the store confirmed the
dimensions, it is up to the store to stay in contact with the customer as they have
unwittingly sold something that is not fit for purpose.

In the third scenario, this situation required face-to-face interaction to deal with the
immediate problem, and then written communication as the customer raised a
written complaint. Also, the customer was likely to be at work if the surgery phoned
them to get to the bottom of the complaint, so a letter was perhaps the best
communication tool.

Putting it in writing
Pages:

Lets look at written communication in more detail. Theres a bit of planning to do when
youre writing a letter (or an email). Once youve decided you are going to write a letter
you need to:

Decide your deadline for sending it

Decide what you want to write
Gather supporting information (if this is needed) from colleagues
Include time to have it checked over.
Effective letter writing
Effective written communication means matching your communication to the readers
understanding and their need for the information. If the reader doesnt understand or
appreciate the message, they cant respond to it or act on it.

Tap the What and Who icons below to learn more about these two particular points in
letter writing, and why they are so important.

What?
You need to decide what key information you should cover. For example, when
responding to a letter of complaint you should address all of the areas raised by the
customer in their letter. You should also tell them what action has been taken by the
organisation to resolve the situation. If you are writing to tell a customer about a new
product or service you need to explain what it is, the features and benefits and how
they can purchase it.
Who?
Whatever youre writing you should always think about who you are writing toand
what their view or opinion might be. For example, if you decide that the reader might
have an unfavourable opinion of what youre writing about, then you should take
extra care with your document.

Or your letter could be going to a valued customer/service user, in which case you
will need to tell them how valued they are. It could be going to a new customer or
service user, or someone who hasnt even used a product or service from your
organisation before. Think before you commit pen to paper or fingers to keys!

Letter writing tips

Below you can find eight handy tips thatll help you to write great letters.

1. Decide on the key information needed and make sure it is included in the letter. If there
are any facts or pieces of information you are unsure of, you should check this with your
supervisor or an appropriate colleague.
2. If you are responding to a customers letter or phone call, make sure you deal with each
point they raised. If you dont they will only have to call or write to you again.
3. Use key words to build a rapport with the reader You, your, yours are particularly
important at helping to reinforce a relationship with the customer.
4. Be positive.
5. Keep the letter clear, concise and legible.
6. Take care with spelling, grammar and punctuation. If youre not sure, get someone else
to check it for you.
7. Make sure the layout is correct. Most organisations have letterhead paper and a standard
format for letters check this out before you write your letter. You may also need to use a
standard format for your envelope, for example is it hand-written, does it have an address
label or do you use window envelopes?
8. Keep a copy of the letter; you may need to refer to it at a later date. Again you should
check your organisations procedures for doing this.

Which type of letter?

Customer letters can broadly be categorised into three different
types: comments, compliments and complaints. Your organisation may define these
in its handbook or as part of staff training or inductions, but generally they can be
described as:

Comment
A comment is a personal belief, feedback or remark expressed by customers about
their personal experiences of dealing with your organisation.

Comments can vary but can provide insight into how the customer thinks the service or
organisation could be improved. For this reason its important to acknowledge this
feedback.

Your organisation may have a procedure for dealing with comments. It's important that
you follow this. There are some general points outlined below.
 Acknowledging comments
Often, customer comments are looked at on a regular basis, and then analysed to see if
there are any common concerns or areas for improvement.
Sometimes comments can be passed on through informal feedback (for example from
other staff)
Sometimes organisations provide comments and suggestions boxes (especially in the
public sector), and go through these on a regular basis. Often they run customer/service
user forums so that face-to-face feedback can be gained.

Compliment
A compliment is when the customer offers praise. The trick to accepting compliments is
to ensure that this service is of a high level across the organisation and aim to secure
repeat custom!

Your organisation may already have a policy in place for dealing with compliments. Its
important to be able to identify this policy and follow procedure.

Accepting compliments
The personal touch respond by calling the customer to thank them for their kind words,
or send a letter in the post.
A standard organisation response this may include the customers address, the date, a
greeting, and then two or three paragraphs thanking them for the comments and an
affirmation of your organisations commitment to providing good customer service.
A hand-written note on a compliments slip.
A free gift or gesture of goodwill, such as a money-off voucher (if the organisation is a
commercial one).
 Complaint
A complaint is a criticism, negative feedback or expression of dissatisfaction from a
customer.

Standard letter dealing with customer service complaints.

In summary
Good business writing should be:

Concise write short words, sentences and paragraphs

Accurate make sure your grammar, spelling and punctuation are right
Clear write in easy to understand language and avoid jargon
Unbiased dont use any sexist, racist or political bias
Double-checked get someone else to read it.
 All about active listening
Pages:

Active listening is all about engaging with who you are listening to, in order to
understand them. Active listeners use personal qualities, skills and knowledge to
understand and build rapport with customers to achieve a successful result. Active
listening is the opposite of passive listening, where your ears may be open but youre
not really taking anything in!

Listening is an important element of the Communication Balance. Take a look at this

diagram:

Its called the Communication Balance because we have to get the balance between
speaking and listening just right to be effective.

How does active listening relate to customer service?

Listen to what the customer is telling you. If they have a problem or complaint, listen
for facts and ask questions to get more information. Its really important to be able to
understand when it is best to listenrather than speak. The customer should be allowed
to talk while you listen.

Active listening helps you to:

Build rapport and a feel-good factor with customers

Check that youve got all the facts, and correct anything thats wrong
Encourage further sales opportunities as a customer is likely to give more
information to a good listener.
 How do I become a good active listener?
Generally, you are a good (active) listener if you can accurately repeat back what you
have heard...but some people do find this difficult!

Can you think of a situation when you tried to communicate something important, but
the listener was distracted, disinterested or kept interrupting? How did it make you
feel?

What are the consequences of not actively listening?

Think about the situation above. In circumstances like this, the outcomes of not actively
listening may include:

The message is not communicated

You become frustrated / angry with the other person
You are less motivated to communicate with that person in the future.
All of these things can undermine organisational effectiveness. They can also damage
customer relations. Not listening properly can lead to misunderstandings, and
misunderstandings can lead to dissatisfied customers.

How can I improve my ability to listen actively?

Here are some handy tips to help you listen actively to customers when they are
communicating:

Be quiet while the other person is talking

Be patient listen even though you might not agree
Encourage others to talk by using phrases such as Tell me more, What happened
next, and Mmm
Notice and acknowledge feelings by using phrases such as I see, I understand,
You sound unhappy, The feeling Im getting from you is...
Dont argue or push your point of view
Confirm that you are trying to understand what has been said by summarising the
conversation using phrases such as So what I think youre saying is..., If I
understand correctly, you mean...
 Ask appropriate questions to make sure you get all the information you need and to
clarify what has been said.

How do I know it is my turn to speak?

It can be difficult to know when to listen and when to speak. But there are some things
that people will do to show thats its your turn to speak, such as pausing, asking a
question, or asking your opinion. Other cues include non-verbal cues and
communication, such as eye contact. When a speaker thinks it is someone elses turn to
speak, they may make eye contact with that person. When a listener wishes to speak
they may lean forward.

On the web
You can learn more about active listening from the following websites:

www.skillsyouneed.co.uk
www.businessballs.com
How to greet customers
Pages:

How an organisation greets its customers can have a lasting impact on the relationship
between the customer and the organisation.

A greeting is more than just a Hello, how may I help?. It includes standards of
appearance and behaviour, and the ability to be courteous and helpful to all customers.
And of course, a greeting over the phone can differ to a greeting face-to-face.

Face-to-face
 What you wear has an impact. Are you required to wear a uniform or badge, or follow a dress
code so that you can easily be identified as a member of staff?
Do you look tidy and presentable? Remember, there is no opportunity to make a second
impression, good grooming and presentation skills really count!
How you sound has an impact. Its important to be polite.
Do you look sullen or do you look approachable?
Hows your body language? Is it negative, with folded arms or slumped in a chair? Is it positive,
with an open posture? Smiles and acknowledgements meet customers needs for attention.

Telephone

How you sound has a make-or-break impact! If you sound tired or disengaged, the customer will
almost certainly pick up on this. If you sound enthusiastic and pleasant, the customer is likely to
feel more at ease.
Again, its important to be polite.
Your appearance is not as important but your manners are! Do you offer assistance and listen and
respond where appropriate?
Some people swear by smiling as they pick up the phone try it next time and see if it makes a
difference to how you sound.

Greetings vary from organisation to organisation. Its important that each

organisations staff use theirwelcoming skills to the best of their ability, and tailors
them to suit every individual customer or service user they come into contact with.
Personable, friendly staff offering personal, friendly greetings help to ensure the impact
on the customer is positive.

Four steps to a great greeting

There are four basic, simple steps that you can follow when greeting customers. Tap the
headings below for more information.

1. Acknowledge within a timeframe

Your organisation may set a timeframe in which all calls must be answered.
Whether you answer a call within three rings or acknowledge a customer
within three minutes, customers need to know that they are a priority.

2. Greet the caller politely and courteously

Use a standard greeting if your organisation requires you to do so. This may
be the case especially when dealing with customers via telephone.

3. State the name of your organisation/department

or your name
Stating the name of the organisation you work for, or the department you
work in, will reassure the customer that they have got the right organisation. It
may be unnecessary to do this when dealing with someone face-to-face (in
this situation it may be better to state your name). That way, the customer has
a reference point for future contact with the organisation.

4. Offer your help

An offer of help is crucial as sometimes customers genuinely dont know
where to start with their queries! And for those who do, an offer of help
indicates that the organisation is friendly, approachable and reasonable.

Clued-up closers
Your duty to be courteous and polite doesnt just end after the initial greeting! Again
you can apply a four-step approach which will leave the customer with a lasting
impression. Tap the headings below for more information.

1. Thank the caller for their time

It always pays to be polite, even when ending a difficult conversation with a
customer.

2. Let the caller know theyre appreciated

This is easier in some sectors than in others. For example, its easier in the
commercial sector to let the customer know you appreciate their business. In the
public sector, where the customer is more like a service user, (for example, a
 member of a library), a simple Hope you visit us again soon or "Is there
anything else I can help you with?" will let them know that you appreciate them
and want to do your best to help them.

3. Provide assurance that any promises will be

kept
This is a simple courtesy that is often overlooked. If you make promises to
customers or service users you will need to keep them. If you dont then you
will have broken their trust and will have probably lost a customer.

4. Leave on a positive note

5. Its always best to leave on a positive note, even if the conversation has
been fairly negative. For example, a telephone call to a customer who has
escalating fines could end with something along the lines of the sooner the
situation is resolved, the better and easier it will be for both parties. I
understand the reason why you cant/wont pay the fine. I hope the
situation is resolved soon. Or a call involving a customer complaining
about an undelivered parcel could end on a positive similar to: Ill
look into why the parcel hasnt been delivered and of course we
will refund you any delivery charges. Thank you for your
patience.
Did you know?
In the tourism industry, the UK was ranked 10th in 2013 in terms of welcome the
experience provided to tourists before, at arrival and during their visit to a country.

Methods of communication
Back to Session
Take a look at the following learning points to see a summary of what youve covered in
this Session:

Different communication methods

Written communication
- Faxes, emails, memos, letters, reports, presentations etc.
- The type used depends on what you want to say and who the recipient is
- Used internally and externally
- Consider cost, time and circumstances before selecting communication type
Verbal communication
- Phone or face-to-face conversations, chatting, presentations, meetings etc.
- Used internally and externally
- Used to transfer feelings/emotions more clearly
- Immediately heard, communicates key messages and establishes rapport
- Language barriers
- Tone of voice
- Facial expressions and body language
Non-verbal communication
- Body language includes posture, facial expressions, gestures etc.
- Can have positive or negative impact
 Adapting communication methods
Consider
- Context
- Audience
- The purpose of the communication
- What you are going to say, write or type
- Formality
- Internal or external communication
- Adapt your body language
- Tune in to customer feedback
Spoken communication
- Formal Chaired/witnessed meeting
- Informal A chat over coffee
Written communication
- Internal or external
- Consider the circumstances are you responding to a complaint or compliment?
- Understand your audience
- Internal or external audience?
- What does your audience already know? What knowledge do they have?
- Consider your audiences wants and needs are they the same?
- What resources do you have?

Advantages and disadvantages of communication

methods
Telephone calls:
- Advantages: Used internally & externally, instant response, no special software
required, can get to the root of the problem/solution immediately, can ask
questions
- Disadvantages: Risk of misunderstanding, cannot benefit from body
language/facial expressions, may be difficult to convey your point, written record
may still be required, may need to prepare in advance.

Written communication letters:

- Advantages: Used internally & externally, visual info can be included, provides
written record, authoritative form of communication.
- Disadvantages: Slower, not suitable for urgent messages, no guarantee it has
been received, if theres any misunderstanding the customer has to get back in
touch.

Email:
- Advantages: Useful for communicating to more than one person, cost-effective,
useful for updates, provides typed record.
- Disadvantages: Require just as much thought as letters, important points might
be missed, not always accessible.
 Face-to-face communication:
- Advantages: Points made directly, body language visible, immediate feedback,
enables rapport, can give demonstrations, learn more about customers wants,
needs or expectations.
- Disadvantages: Interruptions, internal customers may view this communication
as unproductive, can be humiliating if escalates into a row.

Different interactions, different methods

Social media considerations:
- Different organisations have different mediums for customer queries
- Some organisations use social media tools and applications (e.g. blogs, online
reviews, Facebook, Twitter etc.)
- Difficult to control this type of communication
- Customers may expect a response via the same medium

Putting it in writing
Considerations for letter writing
Effective letter writing
Letter writing tips
Comments
Complaints

Active listening
The importance of Communication Balance and active listening
How active listening relates to customer service
How to become a good active listener
Consequences of not actively listening
Knowing when to speak

How to greet customers

How to greet customers
- Face-to-face
- Telephone
- Steps to a great greeting

Question 1
There are four main types of communication mentioned when dealing with customers,
with advantages and disadvantages given for each. Which of the following is not one of
the communication methods mentioned?

Face to face
Letter
 Social networking
Correct. Well done!

Question 2
Is the following statement true or false?

Not every customer service situation can be dealt with in the same way.

True

False
Correct. Well done!

Question 3
During the Session, there were 8 key tips about writing letters. Which of the following
is not one of those tips?

Use key words to build a rapport with the reader Your, your, yours are

particularly important at helping to reinforce a relationship with the customer

Keep the letter clear, concise and legible

Send a generic letter to all customers

The correct answer is: Send a generic letter to all customers

Question 4
Complete the following sentence:

Active listening is all about __________ with who you are listening to, in order to
understand them.

Speaking

Engaging

Dealing
Correct. Well done!
Question 5
Is the following statement true or false?

It is better to have a standardised way of dealing with customers, rather than treating
each customer individually.

True

False
 Customer information
Pages:

Organisations may hold different types of customer information for their own records.
The main reason for holding customers personal data is to provide an improved and
personalised service, relevant to a customer's wants, needs and preferences.

Customer relationship management

The use of customer relationship management (CRM) systems by many
organisations means that holding large amounts of customer data is commonplace. CRM
concerns the relationship between the organisation and the customer, shifting the focus
from product to customer so that the organisation now thinks: What exactly do our
customers want and need?

In order to have an effective CRM solution, an organisation needs to understand its

customers. For this reason they hold information about their customers concerning
their history with the organisation, their preferences and exactly who they are.
However, holding customers personal data is restricted by the Data Protection Act
1998. You will learn more about the Act on the next page.

Some examples of the type of data held about customers by organisations are discussed
below.

On the web
Find out more about CRM systems and data protection from the following links:

www.businessballs.com
www.crm-systems.org.uk
www.legislation.org.uk

Who
Most organisations will keep essential information about their customers such as
their name, gender, age, email address and telephone number.

Where the information is available, most organisations will also retain information such
as the customers address, date of birth and even ethnic background. This
information helps an organisation build an overall picture of their customer and
ensures they can easily contact them with product offers (commercial sector
organisations), requests for donations (third sector organisations), election
campaign material (public sector organisations) etc.

Most organisations will also hold information concerning customer occupations.

Knowing the occupation of a customer can help an organisation gauge the salary of that
customer, and therefore the amount of money they have to spend on a
product or donate to a cause. It may also give an indication of the likelihood that
someone will use a public service.

History

Information concerning a customers transaction history with the organisation may

include when and how they bought products or used services in the past. For example,
did they buy products online, by phone or in person?

Information held from a customers history could include their bank details.
Organisations may also hold facts and figures about customers previous transactions or
dealings with the organisation in order to map customer habits, give them an idea of
customer expectations and how much moneythey have to spend.

Organisations in different sectors hold different information about customer history.

For example, the NHS holds healthrecords of individuals.

Charities may hold information regarding who customers have donated to in the
past

Commercial sector organisations such as credit reference agencies hold

customers credit ratings.

Preferences

Information about customer likes and needs is essential to an organisation trying to

understand exactly whycustomers buy or use the product or service on offer.

Information about customers interestswill also be held by many organisations seeking

to understand what their customers enjoy.

Many organisations may use feedbackforms to obtain this information, and they will
hold any information that gives them an insight into their customers motivation to use
their service. Other possible information to be collected from feedback is customers
opinions on the organisation and its competitors.

A library optimises the use of its service by understanding whycustomers use the
library and their favourite authors. They buy books by these authors to improve the
service and optimise its use by the public.

A farm holds feedback from supermarkets about the vegetables that they prefer to
stock and sell. The farm then produces large quantities of that vegetable to maximise
sales to supermarkets.

A childrens charity holds information on the childrens likes, needs and must
haves so that they can ensure donations are spent effectively.

Customer information and retail loyalty cards

Back to Session
Thirty-two-year-old Mike Roberts lives with his girlfriend and does his grocery
shopping in Tesco every week. When hes paying for his shopping, the checkout counter
staff always ask, Do you have a Clubcard? Mike doesnt have a loyalty card, but hes
starting to wonder if hes missing out.
Mike says, Ive never bothered with a Tesco Clubcard, but I spend at least 80 a week
there on my food shopping. I dont suppose Ive got anything to lose? Im shopping in Tesco
anyway and it would be good to get some discounts.

Should Mike get a loyalty card?

Lets find out a bit more about them:

The Tesco Clubcard was the first loyalty card to appear in the UK in 1995 and other
supermarkets and retail chains soon followed suit with similar schemes.

There are currently more than 25 million loyalty card holders in Britain and
supermarkets and other retailers use them to find out everything about us, from the day
and time we visit the store, to what brand of washing powder we like to buy.

Who benefits from loyalty cards?

Loyalty cards promise to reward customers with discounts on products, but retailers
also obtain a vast amount of knowledge about their customers preferences. Each time
you use the card, it sends your spend what you bought, where and how you paid for it
into a profile of your purchase history, along with the personal information you gave
when you signed up for the card.

From a consumer perspective, a large amount of shopping is usually required to get any
significant discount on products.

Different points of view

Mikes colleague Carol has three teenage boys and regularly spends more than 150 a
week in her local supermarket. She always uses her loyalty card and is enthusiastic
about the benefits:
With three hungry teenagers to feed, Im always stocking up in the supermarket. I think
the loyalty card gives us good discounts on the products we use most often and we even got
a free trip to a theme park last year. Ive got no complaints!

His neighbour John, who lives alone, thinks differently. He signed up for a supermarket
loyalty card and feels that his data is being used to send him marketing information that
he doesnt want or need:

I signed up for a loyalty card because I thought Id get some decent discounts. But, all Ive
had is a constant stream of marketing rubbish through the letterbox. I also worry about
them selling my data on to other companies. I wouldnt bother if I was you.

Mike admits, Im not sure what to do now. I like to think that Ill get some sort of reward
by signing up because I spend quite a bit in Tesco. But, I dont want more junk mail and I
definitely dont want my data to be passed on!

Are we selling our souls?

All sorts of rumours have circulated about what retailers do with our personal data.
Some people believe they monitor our shopping habits too closely and pass this
information on to other organisations.

The Governments Behavioural Insights Team recently investigated the possibility of

using data from supermarket loyalty cards to identify what people are buying and to
provide them with tips for a healthier diet in an attempt to promote healthy lifestyles.
 So, what do supermarkets actually do with our data?
Tesco publishes its Clubcard Customer Charter and Privacy Policy on its website:

The Tesco Clubcard charter

We would like to reassure you that your personal details are safe with us and will never be
released to companies outside the Tesco Group for their marketing purposes.
Your personal details will be used to send you your Clubcard statement and any vouchers
youve earned together with relevant coupons and information which we hope youll find
useful.
We may also use your personal details to provide you with a better service and to make
shopping at Tesco easier.
We may send you relevant offers and information for products and services provided by
Tesco and our partners. Well take great care to make sure we dont contact you too often
and that the offers and information will be of interest to you.
Of course, if youve told us that you dont want to receive these offers and information,
then we will respect your wishes. However, this means you could be missing out on some
of the major benefits of Clubcard, such as money-off coupons and exclusive offers.
We comply strictly with relevant data protection legislation. For further information on how
we use your personal details please see our privacy policy below and terms & conditions
at www.tesco.com/clubcard/terms

Our data, our choice

Supermarket loyalty cards will always be a cause for debate and prone to accusations of
big brother-style meddling in our lives. In the US, loyalty cards are more aggressive in
their marketing than the UK and have even prompted anti-loyalty card consumer
groups.

The real genius of the retail loyalty schemes is that we volunteer to join them by
signing up to the card, weve accepted the deal. We dont have to sign up for these cards.
If we really dont want our details to be collected, cant we just say no?

Did you know?

Not all retailers are keen on loyalty card schemes. Asda, for example, has made a
marketing point of not offering loyalty cards. It claims that the money that would have
been spent on such a programme is spent instead on cutting prices.
 Security and confidentiality
Pages:

Your organisation may hold a large amount of data about each customer. Much of the
data held is highly personal. Under the Data Protection Act 1998 it is a statutory
obligation that organisations take appropriate steps to ensure the security and
confidentiality of such information.

The Act states:

"Personal data shall be adequate, relevant and not

excessive in relation to the purpose or purposes for
which they are processed."

The Data Protection Act 1998

The security and confidentiality of customers personal information is protected by the
Data Protection Act 1998.

The Data Protection Act is enforced by the independent Information Commissioners

Office, which can take action against any organisation that fails to protect their
customers personal information or that abuses its right to collect and hold that
information.

The Act also provides stronger legal protection for more sensitive information, such as
religious beliefs, political opinions, health, sexual life, criminal record and ethnic
background.

Tap to see the eight key principles at the heart of the Act.
 Keeping information secure and confidential
Below are some ways your organisation may ensure it conforms to the Data Protection
Act and keeps personal information secure and confidential.

Computer security

Steps to take to ensure the security and confidentiality of customer information on the
organisations computers include:

Install a firewall and virus-checking software

Set operating systems to receive automatic updates
Download the latest patches or security updates
Only allow staff access to information they need to do their job
Ensure staff do not share passwords
Encrypt personal information held electronically
Back up information on computer system and store it separately
Securely remove all personal information before disposing of computers
Install an anti-spyware tool.

Email security

Steps to take to ensure the security and confidentiality of customer information

communicated in emails may include:
 Encrypt or password protect email content
When using a group email address, check who is in the group and that you want them all
to receive this email before sending it
Check the recipients arrangements are secure enough before sending an email
containing sensitive content.
Use blind carbon copy (bcc), not carbon copy (cc), if you want to send an email to a
recipient without revealing their address to other recipients
If you use the auto-complete function to finish typing in contacts/email addresses, ensure
you have typed the correct recipient (for example: Jennifer and not Jen)

Office security

Steps to take to ensure the security and confidentiality of customer information in the
office may include:

Shred all confidential paper waste

Check the physical security of the premises
Set up data protection policies
Appoint a data protection officer
Register with the Information Commissioners Office (ICO)
When sending information by fax make sure you double-check the fax number, use a
cover sheet, ask the recipient to confirm they are at the fax machine and call/email to
check the document was received safely.

Training staff
In all organisations, staff should be trained:

To know what is expected in terms of protecting information

To be wary of people who may try to trick them into giving out personal details
To be aware that they can be prosecuted if they give personal details out without
permission
To use a strong password
Not to open spam
Not to respond to emails asking for banking details
Not to send offensive emails about others, their personal lives or anything else that could
bring the organisation into disrepute.
 On the web
Tap the following links to learn more about the Data Protection Act:

About data protection

How to comply with the Data Protection Act
Data protection principles and definitions
The Data Protection Act online

Confidential information and organisations

Pages:

Some information about your organisation should not be disclosed to customers. There
will be sensitive, confidential or unpleasant information that you do not want
customers to know about your organisation and its products, services and practices.

Reasons for not disclosing certain information to customers may include conforming to
relevant legislation, protecting your organisations plans, products and ideas, and
protecting the privacy of individuals and their personal data.

Public
Public sector organisations have to disclose more information than those in the
commercial sector. This is because of the Freedom of Information Act 2000, which
provides the public with a general right of access to information held by public
authorities.

What public sector organisations should and should not disclose to customers is
therefore mostly determined by this legislation.

Freedom of Information Act Exemptions

The Act contains some exemptions where information should not be disclosed to
customers or the public. There are two main types of
exemption: absolute and qualified. Most exemptions are not absolute and may need
the organisation to perform a public interest test in order to decide whether or not it is
in the public interest to disclose information in spite of an exemption.

Tap the icons below to learn about the sort of information public sector organisations
should not disclose to customers.

Security, relations and the economy

Any information which could harm national security, the defence of the UK, or
relates to security and intelligence services should not be disclosed. Additionally,
public sector organisations should not provide customers with information that may
harm international relations or the economic interestsof the UK.
Legal and parliamentary processes
Information should not be disclosed by a public sector organisation to its customers if
it concerns law enforcement, investigations and proceedings, or if it is only being
held for a court case. Some information relating to the creation of government
policy and information which could impair the effective conduct of public
affairs should also not be disclosed.
Commercial interests
Information should not be disclosed if it concerns a trade secret or if its release
would harm the commercial interests of a person or organisation. Information can
also be withheld by public sector organisations if it is intended for future
publication.
Personal information and safety
Information that would endanger a persons health and safety should not be
disclosed to customers of public sector organisations. Equally personal datashould
never be disclosed to other customers or the general public remember that this
type of information is protected by the Data Protection Act 1998.

Third sector
Third sector organisations are obliged to disclose some information about their
organisation to customers and the general public most notably they are required to
publish their accounts. These accounts are available online on the Charity
Commission website.

https://www.gov.uk/government/organisations/charity-commission

Data protection donors and service users

While third sector organisations must publish their accounts, it is important that they
do not disclose any personal data they hold without individuals permission. This
personal data could concern those who have donated to the charity, and should remain
confidential as donating to a charity may be a sensitive, and private, subject for many
donors. This information will also be protected by the Data Protection Act 1998.

Third sector organisations should not disclose any personal data concerning those who
have used their services without their prior permission. As with those who have
donated to a charity, information about those who have used third sector services
should be protected and remain confidential.

Commercial sector
Commercial sector organisations are less obliged to disclose information to their
customers than those in the public sector because the Freedom of Information Act does
not directly apply to them. For this reason, commercial sector organisations may keep
much more information undisclosed than those in the public sector.

The information that commercial sector organisations should not disclose to their
customers may be wide-ranging and specific to the needs and purposes of the particular
organisation. Tap the icons below to learn about some areas of information that most
commercial sector organisations should not disclose to their customers.
Intellectual property
Telling customers about products or services that are still in development and not yet
protected by intellectual property laws could mean that your organisations idea is
made public and that others are able to copy it.

Your organisation may have yet to protect its intellectual property with a patent, trade
mark or design, or the work may not be fully finished. At this stage in the
development process, it is essential that any ideas are not disclosed to customers
(or even competitors).
Passwords
Giving out passwords to customers to, for example, trial an online service or access one
of the organisations computers or email accounts could really harm a commercial
sector organisation. A customer accessing services free of charge would affect company
profits, and people external to the organisation being able to access computer and email
accounts could mean that protected and confidential data is unlawfully shared.

It is equally important that those organisations in the public and third sectors ensure
that they do not disclose passwords for computers, emails or certain services to their
customers, to help ensure the security of any data stored on computers and in email
accounts.
Trade secrets
Confidential information or trade secrets protect processes, construction or
formulations of products where a patent is not suitable. They are protected by
confidentiality laws and require Non-Disclosure Agreements (NDAs) to keep such
information protected. NDAs ensure that anyone who is told about information that is
protected by an NDA, and then tells someone else about it, can have legal action
brought against them.
Business plans and strategies
Future plans and strategies that an organisation has developed for future progression,
are often highly confidential and must be kept within the organisation and not disclosed
to customers. Disclosing confidential information regarding future business plans and
strategies could help give your competitors a head start and an advantage over your
organisation as you implement plans and strategies for the future.
 Personal data
Commercial sector organisations, just like those in the public and third sectors, must
protect any personal data that they hold in order to adhere to the Data Protection Act
1998. This personal data could be information they hold about customers, or it could
be information held about employees and job applicants.

Implication of disclosing confidential information

Pages:

The impact of disclosing sensitive or confidential information to customers can be very

serious. Implications can range from angering a customer to giving your competitors an
advantage.

Your organisation could find that its intellectual property is compromised (for example,
an idea being given away before it was patented), which could result in a competitor
stealing your idea. This could lead to your organisation losing customers.

Possible implications include:

ICO enforcement and financial penalties
If you give out someones personal details without their permission, then you may be
breaching the Data Protection Act 1998. The Information Commissioners Office
(ICO) enforces the Data Protection Act and has the power to prosecute those it believes
have committed a criminal offence by unlawfully disclosing personal data.
 If the ICO believes an organisation has not complied with the data protection principles,
it can issue an enforcement notice or an information notice, giving it the power to
demand any information needed from the organisation to assess whether the Act has
been breached. Failing to comply with an enforcement or information notice could make
your organisation liable for a financial penalty through the courts. The ICO can also
impose its own penalties of up to 500,000.

The ICO enforces the Data Protection Act 1998

Unlawfully disclosing personal data can lead to legal proceedings and large financial penalties.

National implications
If an organisation or individual discloses highly confidential information which is
exempt from the Freedom of Information Act, such as details concerning national
security or information held purely for a court case, then there may be severe
consequences.

Disclosing information exempt from the Freedom of Information Act could mean
interference in legal proceedings, harming international relations, unwanted attention
from national media, endangering an individuals safety, or even threatening national
security, depending on the type of information and the organisation from which it was
disclosed.

The ICO enforces the Data Protection Act 1998.

Unlawfully disclosing personal data can lead to legal proceedings and large financial penalties.

Security breach
Disclosing confidential information to customers could result in a security breach that
could lead to further confidential information being accessed by people outside of the
organisation.

A breach in the security of computer systems could also result in any website or online
profiles being disrupted, which could then result in lost business and productivity.
There could also be huge expenditure and additional labour required to resolve such a
breach.
 Giving out passwords to computers/email accounts could result in a security breach.
Websites could be affected and business lost.

Loss of intellectual property

Disclosing information about products or services that are still in development could
mean that another organisation or individual is able to develop the same product or
service before your organisation.

Competitors could protect your idea as their own by gaining intellectual property rights,
which could include a patent, design, trade mark or copyright. This could strengthen
your competitor, and weaken your organisation you could no longer produce the same
product, service or design as it would legally be recognised as anothers intellectual
property.

Your organisation could lose intellectual property rights.

Competitors could claim intellectual property rights over your organisations idea.

Helping hand to your competition

By revealing any business plans and strategies for the future, you are giving your
competitors a chance to discover your organisations plans and respond to them to
ensure that they are prepared to compete with your organisation.

By giving your competitors a sneak preview of what you have planned, you are giving
them a helping hand and an advantage over your organisation for the future. Your own
organisation will not have the benefit of knowing the competitors business plan.

For example, if you worked for a travel agent who planned to introduce a children
travel free policy for all holidays in the run up to summer, and your competitor heard
about this before you had advertised this policy to the general public, they could
introduce a similar policy before you have done so to claim the momentum.

Revealing business plans and strategies could give competitors an edge.

Plans and strategies could be copied or bettered by competitors.
 Loss of customers
One result following on from the implications discussed above may be that your
organisation loses customers.

Customers may be put off if they hear that your organisation has been fined or
penalised by the ICO or that there has been a breach in data security at your offices. Or
they may find your competitors (with intellectual property rights to your original ideas
or business plans that prepare for your own strategies) a more appealing choice.

On the web
The following websites may be useful when it comes to completing your assessments
for this course:

www.ico.org.uk
www.charity-commission.gov.uk
www.ipo.gov.uk
www.getsafeonline.org

Did you know?

According to an investigation by a privacy campaign group, there are almost 2,500
breaches of confidentiality by the NHS every year! Research by Big Brother Watch has
unearthed cases where private data has been stolen, accidentally sent by post or fax, as
well as inappropriate posting on social media websites.

In total, there were 7,255 recorded incidents between April 2011 and April 2014.

Big Brother Watch also found:

50 cases of data being posted on social media

103 cases of data being lost or stolen
251 cases of data being inappropriately shared with a third party
236 cases of data being shared by email, letter or fax.
South West Yorkshire Partnership NHS Foundation Trust had the most data breaches
with 869.
Source: http://www.bbc.co.uk/news/technology-17843371

Handling customer service information

Back to Session
Take a look at the following learning points to see a summary of what youve covered in
this Session:
 Customer information
Customer relationship management
- CRM systems hold large amounts of customer data
- Enables an organisation to understand its customers
- Holds customers history, preferences and who they are
- Restricted by the Data Protection Act 1998
Who
- Essential info (e.g. name, gender, age, email address, telephone number)
- Additional info if available (e.g. address, DOB and even ethnic background)
- Used to contact customers with product offers, donation requests, election campaign
material etc.
History
- Information concerning a customers transaction history
- May include bank details, customer habits, credit ratings or health records.
Preferences
- Info about customer likes, needs, interests
- Many organisations use feedback forms to obtain a customers preferences
Security and confidentiality
Data Protection Act 1998
- Statutory obligation that ensures security and confidentiality of highly personal
data
- Enforced by the independent Information Commissioners Office, which can take
action against organisations which fail to protect their customers personal
information
- Provides stronger legal protection for more sensitive information
- Eight key principles of the Act
Keeping information secure and confidential
- Computer security
- Email security
- Office security
- Training staff

Confidential information and organisations

Public
- Public sector organisations have to disclose more info than those in the
commercial sector because of the Freedom of Information Act 2000
- Freedom of Information Act 2000 exemptions
Third sector
- Required to publish their accounts, available on Charity commission website
- Data protection protects service users and donors
Commercial sector
- Less obliged to disclose info to their customers
- Should not disclose: intellectual property, passwords, trade secrets, business
plans/strategies or personal data.

Implication of disclosing confidential information

Possible implications include:
- ICO enforcement and financial penalties
- National implications
- Security breach
- Loss of intellectual property
- Helping hand to your competition
- Loss of customers