Communication Skills: Speaking by Listening

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I keep reading about CRM (Customer Relationship Management), and companies that have created specialized call centers, known as “save centers,” to help retain customers who are ticked off and want to cancel their contracts and get their money back.

To staff up these save centers, companies tend to look for high-performing agents from the traditional call centers of their own companies. Surprisingly, however, these employees tend to under-perform in their new role, mainly because of poor listening skills.

They think the problem could be that these regular call center agents are accustomed to using scripts. They engage with the customer, but while the customer is explaining her point of view, they don’t really listen.

In a study done by McKinsey, one telecom save desk hired candidates with superior listening skills. It found that within three months these agents had save rates two to three times higher than those of more experienced people in the regular call centers.

It is tempting to consider the possibilities of extending this lesson to a broader range of communication activities, including sales, coaching, consulting skills, managing difficult conversations, and leadership training too.

Listening is persuasive because it:

• makes the other person feel respected and understood
• helps the listener understand the feelings and perceptions of the other party
• enables the listener to ask better questions
• enables the listener to understand how to relate to the other party
• and on and on…

The question is: HOW? Ah, there’s the rub.    More to come!

Sims Wyeth is a speech coach in Montclair, NJ specializing in presentation skills and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.

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