DEALING WITH THE PUBLIC
Here's a real-life scenario from a CSR (KM) who felt she couldn't work with people effectively. After having worked in a large brokerage house in the same geographic area in New York for some time, KM was hired as a manager at an agency-when she realized that she had a problem dealing with the public.
A Scenario: Premium Increase
The example: When a customer's premium was scheduled to increase at renewal time, KM sent a letter of explanation along with a renewal declaration a few weeks prior to renewal. In the cover letter, she intended to inform the customer of the higher premium and to invite questions. The letter concluded with an action line that stated, 'Please call if you find any discrepancies or if you have questions about the enclosed.'
The response: The client called KM because he didn't clearly understand that KM was simply apprising him of an upcoming increase, and now fears a problem. The call frustrated KM because she was trying to educate a client and the client didn't get it.
KM mentions that she never had to be exceedingly pleasant at her previous job and now is finding that her letters are too businesslike and that she is too assertive on the phone. However, she is viewed as being extremely professional. Her question is: 'How can I brush up on my new phone skills and letter-writing techniques?'
Refine Communication Skills
This is a question asked by many industry employees. What KM needs to do is refine her communication skills. Or, in other words, to adapt more readily to the style of a particular customer, company representative, or associate.
She may not need new telephone skills; rather, by expanding the basic telephone skills she already has to include a customer-friendly focus, she'll achieve a better reception while retaining a professional and businesslike manner.
In her previous job, the agents and their representatives she dealt with were customers and probably more knowledgeable about insurance and various work procedures. They were probably more tolerant of a professional and businesslike manner, as they deal with 'company' people on a regular basis. In fact, they may have preferred it.
The difference now is that KM is dealing with the general public, most likely with clients who aren't as educated or knowledgeable about the procedures involved in effecting coverage and solving insurance problems.
While the general public will accept professional behavior, the information must be disseminated at a level the customer can comprehend. This customer is a lay person, not an insurance professional, and must be handled differently than a business owner or industry professional.
Empathize
The first thing to learn when dealing with the general public is to empathize. Empathizing with customers means being able to put yourself in their place. Remember, no problem is unimportant if the client took the time to call about it. If you don't really know a customer or his or her background with the product, service, or issue in question - ask. Be careful to ask in such a way so as not to patronize or talk down to customers.
Prepare for Phone Calls
After learning to empathize, then, CSRs need to learn to prepare. Prepare for a call before answering the telephone. When an incoming call is announced, whether you know who's calling or not, clear your desk of any current work, and your mind of other problems.
Give complete attention to the caller, and try to be totally receptive to the voice and its message. After greeting the caller and identifying yourself, offer to help by asking, 'How may I help you?' rather than 'Can I help you?' This softens your professional attempt to manage the conversation by asking the caller to be specific about the reason for his or her call while allowing you to remain empathetic. Offer assistance, but retain control.
When initiating a call, the same premises apply. Clear your work area of other files and notes. Note your objectives for the call in the file or on the activity log for that client (to keep you focused). Again, begin the conversation by greeting and identifying yourself. Ask for permission to take a specific number of minutes of the customer's time to discuss a specific issue.
Once you've met your stated objectives, and still have a minute or two of the requested time (which is likely if you were well prepared before you made the call!), ask for a personal or professional tidbit. Say something like, 'Now that we've got that completed, how is business going for you?' Or ask about the client's family or vacation plans. Then listen. You'll get to know more about your clients this way.
To conclude the call, thank the client for his or her time, restate any action that will be taken, and invite the client to call for assistance at any time.
Talk to Yourself
Another technique for improving service communications is to practice talking in the mirror, with a co-worker or in your car. Rehearse unpleasant statements such as, 'There has been a premium increase of about ___%,' or, 'A coverage limitation or deductible is going to apply.' This will assist you in learning to empathize with customers in nearly any type of situation. Listen to the tone of your voice. Smile when talking to customers. Knowing how you sound, practicing what you say and being aware of body language help you to become more customer-friendly.
Customer-Friendly Writing
Written communications require slightly different skills than verbal communications because voice tone, inflection, and body language are missing ingredients from this mode of communicating. Planning and preparation are still fundamental issues, as a word once written can never be taken back. When addressing a client through the written word, follow these steps:
- Identify the purpose of writing. Determine whether a formal letter is required or if a memo or postcard will accomplish the desired result.
- Identify your audience (the primary reader as well as anyone else who may be shown your correspondence). State the purpose of the letter immediately following the greeting. Clients are usually too busy to be bothered with unimportant information. When necessary, provide background information or a history to support your request.
- Advise or acknowledge the action required. Be specific: 'Please call me immediately,' or, 'Please sign and return the enclosed,' or, 'If I don't hear from you by (date) I will _________.'
- Summarize with a compliment. Thank the clients for their understanding, their prompt attention, their business, etc. Try to end all communications with a positive statement.
- Review your letters for clarity. Read carefully all outgoing correspondence an hour or two after you've committed to paper, or ask a co-worker to read your letters. By setting your work aside for a while, you can re-read your message more objectively.
KM may have avoided the misunderstanding and frustration if she'd followed this last bit of advice. When you take the time to understand and empathize with customers, plan communications, practice using positive and easy-to-understand language, and evaluate how you communicate, you'll be able to improve your customer-friendliness skills in a short time - and enhance your telephone and written skills at the same time.