Inform | COMMUNICATION SKILLS TRAINING

The ‘inform’ stage of the conversation cycle sets the stage for the adviser to guide the interaction with the caller. It also allows the conversation to keep momentum and flow naturally.

There are a number of strategies that can be used to encourage the conversation to flow and help achieve a successful outcome. A number of these are described below.

The KISS principle

KISS stands for ‘Keep it short and simple’, or, ‘Keep it simple, stupid!’ The aim is to keep the conversation as simple as possible and get to the heart of the customer’s wants as quickly and politely as possible.

Tell ’em

One of the main principles of communication is to explain what you are going to explain to them; then tell them; then repeat what was said. This can be summed up as:

• Tell them what you are going to tell them.
• Tell them.
• Tell them what you told them.

For example:

• Tell them (’em) what you are going to tell them: ‘I will begin by asking for a few personal details to confirm your status. Then I can take a look at your bank account and arrange payment of the bills.’
• Tell them: ‘Right, let’s begin. Would you give me your date of birth. . .’.
• Tell them what you told them: ‘Well Mr Federer, I have paid your electricity and credit card bills. Is there anything else I can help you with?’

Positive language

Use positive language as much as possible. For example, try not to say, ‘We cannot deliver on Wednesday.’ Instead, use, ‘We can arrange delivery for you on Tuesday or Thursday, which would suit you best?’ In this way the customer feels like they have a choice although in fact they are two options chosen by the CSR.

Keeping the customer informed

The CSR should always keep the customer informed when they are carrying out an action. Phrases that help the customer include:

‘I am just going to check what happened to your shipment. This may take a little time.’

‘Please bear with me while I book the ticket for you.’

‘The computers are running a little slow today. We should have your information soon.’

Silence

The term ‘dead air’ is o en used to describe situations when there is no conversation happening between the CSR and the customer. A span of approximately four seconds silence is unlikely to be noticed by the customer but beyond this we get what can be called a ‘pregnant pause’. When there is no communication this can be unsettling for the customer and it is important that the CSR explains what will happen so that the silence doesn’t become oppressive, eg: ‘I am just going to explore our computer system to see if I can find a solution to your situation. Please hold the line for a moment.’ When there is a space it can also be filled with, ‘Sorry, to keep you waiting’, or, ‘Just looking for you.’ If it is going to be a long time then the offer should be made to call the customer back.

On occasions the CSR may need to use the mute control when he or she wants to sneeze or cough; or ask a colleague or supervisor for information. This is normal use of the technology; however, it should not be used to make fun of or abuse a caller. There have been recorded instances when the mute did not work and the customer heard this ‘private’ conversation. Naturally, this is not good for business and, furthermore, indicates a culture that suggests a lack of respect and professionalism.