4Communicating with the Customer


Learning Objectives

By the end of this chapter, you should be able to:

• Recognize seven barriers to effective listening.

• Ask three types of questions to identify customer needs.

• Develop a list of winning words and phrases to say to customers.

• Interpret nonverbal messages.

• Use four basic customer-sensitive telephone processes.

• Use written communications as a way to make tangible the transient nature of most service interactions.


Outstanding customer service is a tapestry of individual actions that are important in the customer’s eyes. Most are relatively easy and simple to master. Together, ...

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