This document discusses effective communication strategies for customer service. It emphasizes that communication is key to building rapport, maintaining business success, and determining whether a customer is satisfied or loyal. The document outlines three main communication styles and advises that assertive communication is generally most effective. It also discusses the importance of listening skills, verbal and non-verbal cues, feedback, and identifying satisfied versus loyal customers.

1. Apertures-R-Us
Customer
Service
Presentation
Michelle Peters
Rick Morrison
Jessie Hillard
Christopher Dilley

2. Customer Service and Communication
 Communication is an essential element to
all customer service.
 In order to be effective in customer
service, one must have excellent listening
skills.
 Communication is essential in building
rapport and trust
 Many businesses have discovered that
quality customer service, and good
communication skills are imperative tools
to have in maintaining and empowering
the success of a business.

3. Communication
 Your communication style can make the
difference between a happy customer who
recommends your business to family and friends,
and a disgruntled one who shares his
dissatisfaction with hundreds of potential
customers through a blog or other means.
 There are three different styles of
communication; aggressive, passive, and
assertive:

4. Communication
 Aggressive communication is normally not the best form of
communication to use when providing customer service. Aggressive
communication can be found to be rude, irresponsible, and a
disrespectful form of communication. However, knowing how to deal
with customers who have an aggressive communication style is a good
skill to have. When a customer is displaying aggressive communication, it
is best to remember to remain clam and listen/analyze why or what it is
that had put the customer in an aggressive state.
 Passive communication is an excellent form of communication to
understand and concentrate on when searching for signs that a
customer might need service/assistance. Customers that are confused or
unsure of what they want often display passive communication styles.
When dealing with passive type customers it’s important to understand
that the customer most likely can use help with something, but doesn’t
always want to ask for it. For example, a customer who is shopping and
constantly picks up items and then puts them back is a good sign that
passive communication is being displayed. Addressing these types of
customers can help not only in the sale of an item, but can also build a
bond/friendship or turn an OK experience into a great one.

5. Communication
 Assertive communication is the best of the three styles of communication a
customer or worker can have. Customers that display assertive communication
styles often feel comfortable asking for assistance. In addition assertive customers
are normally more respectful when communication with business associates who
are trying to address their needs. Last, customers with this style type of
communication often take responsibility for their own actions and apologize if they
are wrong about something. These same qualities are also displayed in
workers/employees who display and practice assertive communication. It is very
important to display honest qualities when engaging in any type of customer
service. Thus, employees who practice and maintain assertive communication are
more likely to gain a higher level of trust when serving customers.

6. Verbal and Non-verbal Communication
 Verbal communication is more than just speaking words. There is more to verbal
communication than just literally speaking words. Verbal communication is the
choice of words you say, the tone of voice you say them in, and the timing or when
something is said. “Experts agree that only 20 percent of your message is
communicated face-to-face through words; 45 percent is communicated by the
quality of your voice tone and inflection.
 Non-verbal communication says a lot! In some situations, non-verbal
communication can even say or imply more than spoken words. Some common
universal non-verbal communication signals are pacing- showing or saying that the
person is nervous or tense, tapping fingers on a table- a sign that says the person is
impatient or bored, leaning back in a chair- the person is most likely comfortable or
relaxed, and rolling of the eyes- implying that the person is skeptical or sarcastic.

7. Customer Feedback
 Three hundred and sixty degree feed back is
essential to proper communication. This type of
communication is a full circle of events that helps
individuals performing customer services ensure,
support, and reinforce individual and organizational
development objectives, like creating customers
satisfaction goals.
 Communication is one of the biggest, and if not the
number one it’s right at the top of the most important
tools that should be used when providing any type of
customer service. The degree of customer service
and communication can really sway the difference
in weather a customer feel satisfied or becomes loyal
to a business.

8. Various Sources of Feedback
 As depicted in the chart there are numerous sources of feedback
and a majority of feedback comes from the customers.

9. 7 Steps to Identify Loyal Customers vs. Satisfied
Customers
1. Pricing. You negotiate prices with satisfied customers. You negotiate costs
with loyal customers.
2. Payment. Satisfied customer pay at their discretion; loyal customers pay
on time.
3. Referrals. Satisfied customers become referrals of your competitors. Loyal
customers willingly provide referrals to you.
4. Turnover. Generally, you will experience turnover rates of 15% or higher of
satisfied customers. The turnover rate of loyal customers will be less than 5%
and will be for reasons out of your control.
5. Competitive data. Your satisfied customers are seeking competitive data.
Your loyal customers are sharing competitive data.
6. Perception. Satisfied customers perceive you as a commodity provider.
Loyal customers perceive you as a partner.
7. Contract. You will need a contract to keep many satisfied customers in
place. You have a virtual lifetime contract with your loyal customers.

10. References
•Davis, A. , & Shannon, J.R. (2011) The Definitive Guide to HR
Communication: Engaging Employees in Benefits, Pay, and Performance.
Upper Saddle River, NJ: Person Education Inc.
•LepsingerGriffth, R. , & Lucia, A.D. (2009) The Art and Science of 360 Degree
Feedback.San Francisco, CA: John Wiley & Sons, Inc.
•Lucas, R. W. (2012) Customer Service Skills for Success (5th ed.). New York,
NY: McGraw-Hill.
•Noe, R.A. (2011) Fundamentals of Human Resource Management (4th ed.)
New York, NY: McGraw-Hill.
•Mueller, M. (2012, January 6). Are Your Messages Being Heard. The New
York Times. Retrieved from http://boss.blogs.nytimes.com/2011/01/06/are-
your-messages-being-heard/
•Retrieved from:
http://smallbusiness.chron.com/impact-communication-styles-customer-
service-49587.html
•Retrieved from: http://www.tmcnet.com/channels/customer-experience-
management/articles/936-customer-experience-customer-satisfaction-vs-
customer-loyalty.htm
•Retrieved from: http://www.icontraining.com/training_tips/cservetip/