Communication Skills
Word Count: 1027 Author: Kimi Ural Created: 2014
Introduction
Communication skills is the act of transferring information effectively from one place to another. This can be through vocal, written or digital media such as books, magazines, websites or visually using logos, maps or graphs. This means that for example an organisation needs to effectively communicate with their customers and potential customers to persuade them that their business is the best. This can be done through a simple company logo and slogan which is easy to remember for advertisements. Excellent communication is really important because it affects the customer’s decision up to 90% whether they will use the company’s services and offers or not.
Face to Face
A good face to face communication in a travel and tourism job where the staff is always surrounded by people is very important because it counts as a customer`s first impression which will help to build a rapport between the staff and customer. This can be at the reception of a hotel where the staff will need to have a good vocabulary and speak politely, show understanding through hand gestures, keep eye contact, good body language like standing/sitting up straight and look interested in what they are doing or when communicating that the customer will not think the staff is uninterested.
Telephone communication
Telephone communication is a little bit different to face to face communication because the customer cannot be seen and the customer cannot see the staff and therefore cannot benefit of visual effects. To deliver good telephone communication the phone should be answered within 3 rings. The staff needs to speak politely, pronounce words clearly and speak slow, also avoid jargon and make sure there is a minimal background noise because if the background noise is too much then the customer could get annoyed through the struggle of communication. The staffs body language does not matter because they cannot be seen, however the staff needs to smile because a smile has a positive effect on the voice through making it sound happier and more friendly.
Building a rapport
Building a rapport is all about creating a welcome and the right atmosphere and first impression which includes a clean and tidy building with well trained staff that will offer them a free drink or a coat hanger to get a positive image and therefore is able to build a relationship with the customer. To build a relationship or rapport with the customer, the staff needs to be able to listen and look out for clues to find a hobby or something in common. For example if the customer has a child the staff could ask them how old the kid is or if they wear a football shirt which the staff is interested in as well they can talk about their last match. If a good rapport is build, the customer is more likely to encourage repeated business.
Effective listening
It is very important to listen effectively to the customer. For example if a customer had a complain the staff needs to listen and think about a solution. The best way to do this is through taking written notes or bullet point key points. To be able to do this, the company will have to hire enough staff that they have time to listen to every individual customer. If the staff does not listen effectively then it can have consequences, for example if a customer tells a member of staff that he/she is diabetic or allergic to nuts and the staff member was not paying attention then they health wellbeing of the customer will be risked.
Questioning
Asking the right question is not just important to show understanding and knowledge but also to avoid misconceptions. For example in a travel agent: if a customer walks in and wants to book a holiday the staff should ask him/her where the holiday should be, for how many people it is for and if any medical or emergency resources are required to avoid disappointment from the costumer and for health reasons. This will have a positive effect on the customer’s loyalty.
Developing dialogue
Developing dialogue basically means to have a conversation with the customer where both are active and involved. For example the staff needs to try to get the customers to talk to get feedback after purchasing a product or service which can be done by questioning what can be improved to learn from the feedback and become better and better. Also ask them how their holiday was to be friendly and polite, this will make the customer feel welcome and also encourage repeated business.
Nonverbal communication
Excellent nonverbal communication is important because the staff can have the politest and friendliest voice but if they for example do not face the customer or keep eye contact the customer will not be satisfied with the customer service. The staff needs to have an open body language which means standing up straight, shoulders back, facing the customer and be confident. A closed body language would be the opposite such as turning their back to the customer and just sitting there with their feet up but that is not what we are aiming for. The staff also needs to pay attention and show this through nodding, hand gestures and facial expressions which includes smiling and keeping eye contact.
Written communication
Written communication can be between staff and customers through business cards, leaflets and letters but also from staff to staff through emails and notes. The staff needs to be able to write formal and neat and should not make any spelling mistakes. Even more important is that the writing is accurate and understandable. If the information is given unclear or inaccurate then the recipient will receive the wrong information which could course problems. For example if a customer tells a member of staff at the reception that he/she is allergic to dairy products and the receptionist writes it down for the cook but writes allergic to nuts instead. This can risk a customer’s life.
