How to Listen to Customers

It was some time ago when I wrote the last episode about a “virtual” company and its team: John (team leader), Ruth (his deputy), Emily (John’s personal assistant), Mike, Sam, and Peter (team members), Ron (senior manager), Helen (HR manager). My blog is going on – enjoy reading it:

The door opened and Mike came into a small conference room. His colleagues, Emily, Peter, and Sam greeted him cheerfully.

“Well… We can start our meeting,” Mike announced quickly.

His colleagues were taken aback. Where was their team leader, John? Where was Ruth, John’s, deputy? There was a strained sense of waiting.  

“OK, I understand how surprised you are. But listen, John and Ruth have asked me to chair this meeting as they are in an urgent meeting with Ron now. Let’s start.”

A sign of relief went round.

“Of course, of course, Mike. But it’s so extraordinary,” Peter said with understanding.

Mike started introducing the main point - how to listen to customers but was interrupted by Sam who doubted whether listening skills were so important in communication.

“According to some scientific research people remember no more than 50% of what they hear. It’s amazing,” Sam pointed out thoughtfully.

Emily smiled – she understood Sam’s maneuver to test Mike’s abilities to chair a meeting.

“It’s not fair, Sam. As you know, Ruth always says we need an all-out effort to enhance our communication skills, especially listening…,” Emily said trying to stop Sam’s attempts to provoke Mike. Strange, she thought, that nobody wanted to add anything. Silence encouraged Emily to continue talking:  

“… I went to buy a new lipstick before dinner yesterday. When I entered the department store, a shop assistant ran up to me. She drove me crazy as she talked non stop trying to sell me some cream. By the way, the other shop assistant asked me whether I would like to have a 15 min face mask. Ha ...ha … a face mask at 18h00! She definitely crossed the line. When I refused, she asked me whether I’d like to have a 5 min mask with the same effect… Her words are still echoing in my head.”

“Emily, I didn’t know you were so good at expressing your views in a rather diluted form resorting to Aesopian hints,” Peter said smiling.

“As John says, we should listen and let our customers talk about their feelings, shouldn’t we?” Emily frowned.

“In my opinion, shop assistants should understand women … It seems we’ll have a lot of fun today,” Sam added with a little laugh.

Everybody laughed – Sam had an undoubted talent for relaxing any discussion. The team members started discussing how to create a pause, observe body language, and not to look distracted during a conversation with a customer. Emily’s story had given some food for thought.

Some fifteen minutes later Peter said slowly shifting his glance to Sam:

“Let me be quite clear on one point. You said people don’t remember everything that they hear. Does it mean that people can receive too much information?”

Peter’s question had somehow changed the tone of the discussion – Emily shrugged her shoulders, Mike was concerned about something, and Sam was rubbing his hands together with some kind of pleasurable anticipation. After a short pause, Sam let out a deep theatrical sigh and said that Peter had a very interesting point of view because if people couldn’t remember what they heard, there was no need to give them too much information.

“Hmm…I shall disappoint you, Sam. It’s not about poor memory but about the poor listening skills most people have,” Mike replied patiently, “when you don’t listen carefully to your customer, you start interpreting what you’ve heard instead of focusing on your customers’ needs. In other words, a lot of people make assumptions instead of listening effectively. Perhaps we should learn how to listen to our customers’ feelings.”

The discussion went on but Peter looked a bit confused.

“Sorry Mike, nothing is new in our discussion: listen effectively, listen to what your customers tell you, offer help... I’d like to understand one point. How can I learn whether I am a good or bad listener?” Peter said doubtfully.

“Great question,” Mike nodded looking at his watch, “I’ve never thought about it… Yeah, it’s high time to finish.”

The team members returned to their workplaces. Mike was glad the meeting was over but he kept on thinking about Peter’s question: How to learn whether you are a good or bad listener?