How Listening Improves Customer Service

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listening improves customer service

How Listening Improves Customer Service

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Many organizations who actually take the time to self-reflect suggest that one area they could improve is in their communication. Listening is one of the most fundamental and easily improved skills. Have you considered how listening improves customer service?

As a business consultant and organization development professional, I hear it all the time. I hear it mostly because I am listening, listening carefully and watch the non-verbal cues. Many businesses believe they are too good to change.

Their focus is either on the CEO’s area of expertise, often a technical skill, or on getting more sales. Neither of these are a problem, until; their focus becomes their blind spot.

Blind Spots

I’ve heard CEO’s of small businesses ($15k – $65k annual revenue) repeatedly suggest that they are too big to fail. Some of them flat out say it. Others are saying it when you listen through the words.

If you’re following along closely, you might wonder why I’m even in the room? Think about that for a moment. Honestly, I’m typically there because someone on the team has suggested to bring me in and the top brass tolerates it because they hope it will silence the team.

Now, I’m not bashing my clients, not at all. I’m honestly trying to help. However, too big to fail sometimes equates to too big to listen. This is most likely why the second string in the C Suite has recommended we work together. The first string tolerates it, again hoping to calm the restless.

Besides, they would never want to be accused of not supporting the team. The team needs this, but perhaps they do not, at least that may be the thought.

Customer Service Connection

The customer service connection should be starting to become clear. We’re in a service oriented economy. That isn’t really new, it has been shifting for decades, and many believe that it is accelerating.

In a service economy, the most valuable core principles should be closely aligned with [customer] service. This is important internally and externally. It is important for sales, brand promise, and understanding lifetime value.

Where are most organizations focused? They are focused on the external, closing the sale, increasing profit, and forging new relationships. Certainly, of course they are, as they should be. However, their focus on external push often eliminates listening to the service requirements.

Listening Improves Customer Service

How does this happen? Too big to fail, equates to too big to listen, which makes their actions and behaviors consistent with too big to care.

Caring is one of the most violated principles in a service economy. They may care, but sometimes they care incorrectly. Caring about closing the sale is sometimes not the same as caring enough to listen.

Listening, that is where it all starts. Not hearing, but listening.

In case you’re wondering, there is a difference.


Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer that specializes in helping businesses and individuals accelerate their leadership, their team, and their success. He is a five-time author and some of his work includes, #CustServ The Customer Service Culture, and Forgotten Respect, Navigating A Multigenerational Workforce. Reach him through his website at or by calling +1 646.546.5553.

Dennis Gilbert on Google+

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