Listening is the ability to receive and interpret messages accurately in the communication process and it is key to all effective communication

Listening is not the same as hearing. Listening is about receiving and accurately interpreting the communication from your customers. It requires focus.

Listening means paying attention not only to what is being said, but also to how it is being said, the use of language and voice, and how the person uses his or her body when speaking. In other words, it means being aware of both verbal and non-verbal messages. Good listening skills can lead to:

• Better customer satisfaction
• Greater productivity with fewer mistakes
• Increased sharing of information.

Without the ability to listen effectively, messages can easily be misunderstood, resulting in a breakdown of communication and the sender of the message (i.e. the customer) becoming easily frustrated or irritated. A good listener will listen not only to what is being said, but also to what is left unsaid. They will observe body language and notice any inconsistencies between the verbal and non-verbal communication.

Non-verbal communication will also provide clues to the emotional state of the messenger (in this case, the customer), allowing you to adapt your behaviour accordingly. For example, customers who:

• Avoid eye contact – could be feeling worried or nervous
• Talk in a lower voice – may be embarrassed about their symptoms
• Nod their head – are agreeing with you
• Stand with crossed arms – could be angry or irritated about the situation.