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CHAPTER FOUR Nonverbal Communication in Customer Service 4-2 LEARNING OBJECTIVES Define nonverbal communication Recognize the impact of nonverbal communication on customers Use cues to achieve and improve customer satisfaction Explain effect of gender and culture Describe advantages of customerfocused behavior Project customer-focused image McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-3 NONVERBAL COMMUNICATION Movements, gestures, body positions, vocal qualities and a variety of unspoken signals sent by people, often in conjunction with verbal messages McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-4 COMMUNICATION OF FEELINGS Words (verbal) 7% Vocal 38% McGraw-Hill/Irwin Facial 55% © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-5 BODY LANGUAGE Eye contact Posture Facial expressions Nodding of head Gestures McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-6 VOCAL CUES Pitch Articulation Volume Pauses Rate of speech Silence Semantics Voice quality McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-7 APPEARANCE AND GROOMING Hygiene Clothing and Accessories McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-8 SPATIAL CUES Intimate distance 0-18” Personal distance 18”-4’ Social/work distance 4’-12’ Public distance 12’ or more McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-9 ENVIRONMENTAL CUES Clutter Cleanliness Offensive items McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-10 MISCELLANEOUS CUES Personal habits Time allocation and attention Follow-through Etiquette and manners Color The Body Language Dictionary McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-11 ROLE OF GENDER Communication differences Approach relationships differently Brains develop at different rates McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-12 IMPACT OF CULTURE Personal knowledge & growth increases Awareness of similarities important Must learn about cultures, habits, values & beliefs Requires action plan for learning about other cultures & people McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-13 UNPRODUCTIVE BEHAVIORS Unprofessional handshake Fidgeting Pointing finger or object Raising eyebrow Peering over glasses Crossing arms Holding hands near mouth McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-14 IMPROVING NONVERBAL COMMUNICATION Seek out nonverbal cues Confirm perceptions Seek clarifying feedback Analyze interpretations of cues McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-15 CUSTOMER-FOCUSED BEHAVIOR (1) Stand up Act promptly Guide rather than direct Be patient Offer assistance McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-16 CUSTOMER-FOCUSED BEHAVIOR (2) Reduce customer wait times Allow customers to go first Offer refreshments Be professional McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 4-17 ADVANTAGES OF CUSTOMERFOCUSED BEHAVIOR Image enhanced Loyalty increases Word-of-mouth increases Complaints reduced Financial loses decrease Communication improves McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved.