1. Business Unit or Product Name
© 2006 IBM Corporation
Understanding Customer’s
needs in Delivering
Excellent Service

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© 2006 IBM Corporation
Need (Need) n.
A state that requires supply or relief; pressing
occasion for something; necessity; urgent want.
Need (Need) v.
To be in want of; to have cause or occasion for; to
lack; to require, as supply or relief.

3. Business Unit or Product Name
© 2006 IBM Corporation
There are two kinds of customer’s needs:
• PRACTICAL NEEDS
&
•PERSONAL NEEDS

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© 2006 IBM Corporation
PRACTICAL NEEDS
Customers need information and their
problems to be solved.
Customers need a product or service.
Customers need advice and guidance
from a knowledgeable employee.

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© 2006 IBM Corporation
 Driving in the city is difficult, and
parking is hard to find. I
recommend that you use the bus or
the subway. They are very efficient
and I can go over their route map
with you.
Sample statements addressing practical needs:Sample statements addressing practical needs:

6. Business Unit or Product Name
© 2006 IBM Corporation
PERSONAL NEEDS
 Customers want to be respected and feel wanted.
 Customers want people to listen to them.
 Customers don't want to be treated like a number, they want to
be appreciated.
 Customers want some control over their situation.
 Customers want someone to empathize with them.

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© 2006 IBM Corporation
 Mrs. Jones, I can understand that you are upset,
and I'm terribly sorry for the inconvenience.
 Mr. Carter, we can take care of this in two different
ways. We can give you a refund or a credit. Which
would you prefer?
Sample statements addressing personal needs:Sample statements addressing personal needs:

8. Business Unit or Product Name
© 2006 IBM Corporation
Active listening helps understand customer’s needs
Active listening involves being totally focused on
hearing the words the customer is speaking,
interpreting what these words mean, and
responding in a positive manner that
demonstrates
(1) you understand what the customer is saying,
and
(2) you consider it to be important.

9. Business Unit or Product Name
© 2006 IBM Corporation
Active listening is the only effective means to rapidly
uncover information that is critical to satisfying the
customer.
Here are some ways to hone your active
listening skills:
1) When you are conversing with a customer, learn to
tune out all distractions and focus totally on what your
customer is saying.
2) As the customer speaks, concentrate on what the
customer is saying (rather than thinking about how
you want to respond).

10. Business Unit or Product Name
© 2006 IBM Corporation
3) Do not interrupt. People like to talk and do not like
to be cut off.
4) Don't just listen to their words. Also focus on the
triad of tone and inflection because they reveal how
the customer feels.
5) Occasionally repeat what the customer has said in a
manner similar to this: "If I understood you correctly,
you (restate what you believe the customer said), is
this correct?"
6) Always take notes so you can correctly recall the
customer's key points later. This activity also serves to
reinforce how important you consider the customer's
information to be.

11. Business Unit or Product Name
© 2006 IBM Corporation
7) In the case of a complaint, if the customer is upset,
control your emotions and be courteous, no matter
how rude the customer may be. If the complainant
begins to use abusive language, it is acceptable to ask
him or her to please calm down and stop using
offensive language.
8) Continually probe to ensure you have all the right
information. Once you believe you do, ask the
customer if a particular resolution would be
satisfactory. If they agree, then move heaven and
earth to carry it out in a timely manner, and follow up
with thanking them for letting you be of service.

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© 2006 IBM Corporation
Customers simply want someone to take
the time to be friendly, to treat them
with respect and kindness. They want
someone who will listen, hear their
needs, meet their needs and show
appreciation for their business.