Unit 2: Knowing Your Customers
Comparing the job of a customer service representative with an actor on a stage is not a perfect analogy. For example, although actors do interact with their audience in a collective sense, it is usually not reasonable, or even possible, for an actor to isolate one audience member and respond only to that person. And yet, that is exactly what you must do most of the time when you are dealing with customers. On the other hand, like the actor, as a customer service expert you must respect and react to the characteristics of your audience, making note of their general demeanor and remaining ever vigilant for the feedback they provide that will guide your own actions.
John Russell, President of Harley Davidson, said: "The more you engage with customers, the clearer things become and the easier it is to determine what you should be doing".
Completing this unit should take you approximately 6 hours.
Upon successful completion of this unit, you will be able to:
- describe the three types of audience analysis;
- apply audience analysis to communicate effectively with customers;
- differentiate among significant consumer segments; and
- illustrate how cultural diversity affects the development of customer service strategies.
- describe the three types of audience analysis;
2.1: Using Audience Analysis to Communicate Effectively
This article describes how you can apply audience analysis to prepare for and interact effectively with customers.
Sections 5.2 and 5.3 cover the types of analyses that focus on audience traits in contrast to audience behavior. Be aware that although the reading focuses on speaking to a class of students, the treatment of this topic applies equally to anticipating how you would speak to individuals, such as your customers.
After you read, respond to the first question in the list of exercises. Follow the instructions provided in the textbook with one exception: In the instructions, replace the word student with customer. This activity will help you recognize how your own traits, represented by the sociocultural groups in which you are a member, can influence how and why you purchase products and services. Understanding your own consumer behavior can help you recognize how your customers make decisions too.
After you have finished, click the Next Section arrow at the top right to continue on to section 5.3.
Start watching this lecture at the 1:10-mark to avoid confusing terminology. This presentation describes how you can use information obtained from segmenting audiences to anticipate the kinds of messages your customers will send your way.
2.2: Customer Service and Multicultural Audiences
After you have read section 18.2, respond to questions 1a, 1b, and 1c in the exercises section. Then, read the responses presented beneath. This activity will illustrate how important it is that you absorb the additional information on cultural issues covered in this unit.
2.2.1: Understanding Cultural Communication in Customer Service
This article provides an overview of cultural diversity in the customer service industry.
Read this article, paying particular attention to the two sets of performance gaps mentioned near the end that explain common failures involving intercultural communication in customer service.
2.2.2: Assessing the Impact of Cultural Traits on Communication
As you read, pay particular attention to the "Spotlight on Impact of Culture on Business in Latin America".
Read this article to gain a greater understanding of the different ways in which men and women communicate. As you review these traits, consider how you can begin to apply your new knowledge in the workplace and more effectively interact with your co-workers.
This video addresses the challenges and misunderstandings that cultural differences can create between people. It explicitly describes the kind of problems that can occur and identifies appropriate ways to respond. Throughout this video, the speaker asks her audience to respond to the slides she presents. Take a moment to respond, too. It may be best to pause the video while you think about your response so that you don’t miss what the speaker says next.
2.2.3: Developing Cultural Competency
As you read this article, consider the implications for ensuring successful business practices across cultures. Pay particular attention to the cross-cultural communications study and the ways in which cultural measures are related to country of residence.
As you read this article, consider the ways in which you own patterns of speech reflect your cultural biases, even if you do not express these intentionally. Pay special attention to the section about removing any biases from your communications.
