Unit 2 Implement Customer Stakeholder Communication Strategy PDF

Unit 2 Implement Customer/ Stakeholder Communication Strategy 2.1 Benefits of Customer/ Stakeholder Communication Improves customer satisfaction and loyalty Reduces customer churn Increases customer lifetime value Enhances brand reputation...

Unit 2 Implement Customer/ Stakeholder Communication Strategy 2.1 Benefits of Customer/ Stakeholder Communication Improves customer satisfaction and loyalty Reduces customer churn Increases customer lifetime value Enhances brand reputation Better understanding customer/ stakeholder needs Improves Decision-Making Increases accountability and trust Fosters innovation and collaboration Improves service delivery and efficiency 2.2 Regulations and Guidelines on Privacy, Security and Use of Data and Information in Singapore Personal Data Protection Act (PDPA) 2012 The PDPA regulates the collection, use, disclosure, and care of personal data. It outlines principles for fair and responsible data handling. Do Not Call (DNC) Registry This registry allows individuals to opt out of receiving marketing calls and messages. Customer service representatives must be aware of DNC regulations. Cybersecurity Act This act promotes cybersecurity by setting standards for protecting critical infrastructure and information systems. Source: Pdpc.gov.sg 2.3 Types of Communication Styles Suitable for a Range of Occasions and Audience  Communication Characteristics Occasion Audiences Style Clear Meetings Colleagues Concise Project updates Managers Direct Straightforward Crisis management Clients who value Focused on facts efficiency Structured Training Employees Logical Presentations Students Informative presentation Workshops Clients seeking Educate knowledge Emotional appeal Sales pitches Potential customers Storytelling Campaigns Employees Persuasive Convince Speeches Investors Proposals Confident Conflict resolution Formal Firm Negotiations Colleagues Assertive Clear Feedback sessions Managers Respect Clients Structured Business meetings Corporate Professional Official executives Etiquette announcements Government Formal Formal language Legal officials communications Professionals Casual Team chats Friends Informal Conversational Social gatherings Colleagues Casual updates Familiar customers Understanding Customer service Clients Empathetic Supportive Counselling Team members Active listening Team support Patients 2.4 Procedures and Application of Active Listening Skills and Questioning Techniques for a Range of Situations Table below summarises the procedures and application of active listening skills and questioning techniques in various situations:  Situation Techniques (active listening skills, questioning techniques) Clarifying Meaning 1. Listen and Understanding Listen attentively with open body language and eye contact. 2. Interpret and Clarify Paraphrase and summarize key points to confirm understanding. 3. Ask Ask open-ended and clarifying questions. 4. Respond Take notes and repeat any unclear parts. Building 1. Listen Relationships Give your full attention and minimize distractions. 2. Interpret and Clarify Use empathetic listening by visualizing their perspective. 3. Ask Ask follow-up questions to show interest. 4. Respond Respond with affirmative cues like nodding to encourage sharing. Solving Problems 1. Listen Withhold judgment and be open-minded to all perspectives. 2. Interpret and Clarify Ask probing questions to gather more details. 3. Ask Summarize the key issues and proposed solutions. 4. Respond Seek agreement on next steps and action plan. Cross-cultural 1. Listen Communication Be aware of cultural norms around communication styles. 2. Interpret and Clarify Clarify ambiguous statements by asking for examples. 3. Ask Use neutral language and avoid slang. 4. Respond Check for understanding by asking them to rephrase key points. 2.5 Characteristics of Good Speaking Skills and Best Practices for a Range of Occasions and Audience Table below summarises the characteristics of good speaking skills and best practices for a range of occasions and audience. Characteristics Description Best Practices Occasions Audience  Fluency The ability to Practice Public Colleagues speak smoothly speaking speaking Clients and effortlessly regularly Meetings Public Avoid filler Presentations words Use pauses effectively Vocabulary The range of Expand Professional Professionals words used in vocabulary discussions Interviewers speech through Interviews reading and practice Use context- appropriate language Avoid jargon Grammar The correct use Practise Written Professionals of language writing and communication Stakeholders rules. speaking Presentations Proofread Speeches Rehearse speeches Pronunciation The way words Practise Customer Customers are articulated Listen to service International native International clients speakers communication Use tools like dictionaries with phonetic transcriptions Modulation The variation in Practice Sales pitch Clients pitch, tone, and varying tone Customer Public pace of speech and pace to engagement Stakeholders to convey maintain Training meaning and interest emotion Use emphasis on key points Be aware of audience’s reaction 2.6 Role of Non-Verbal Communication for Effective Communication for a Range of Contexts and Target Audience Table below outline the role of non-verbal communication for effective communication across various contexts and target audiences: Non-Verbal Description Best Contexts Audience Communicatio Practices n Body Posture Convey Maintain Face-to-face Colleagues and Gestures confidence, open meetings Clients openness, and posture Presentation attentiveness. Use s appropriate Networking hand events gestures Public Avoid speaking closed or defensive postures Personal Space Creates a Respect Social Colleagues sense of cultural interactions Clients comfort or norms Workplaces distance. Avoid Business invading meetings personal space Maintain appropriate distance Physical Contact Can build Use Introductions Clients rapport or appropriate Greetings Acquaintanc create physical Networking e discomfort. contact events (e.g., handshake, pat on the back) Avoid excessive or unwanted contact Dressing Projects Dress Professional Colleagues professionalism appropriatel settings Employers , formality, and y for the Social Professional respect. occasion events s and Interviews Clients audience Business Maintain Meetings good Conferences hygiene Facial Convey Maintain Business Colleagues Expressions and emotions, appropriate negotiations Clients Eye Contact interest, and eye contact Customer rapport service  Use facial Presentation expressions s to match Meetings verbal messages Smile appropriatel y Tone of Voice Conveys Use varied Phone calls Colleagues emotions, intonation Speeches Clients emphasis, and Avoid Customer Audience clarity. monotone service Match tone Sales to the pitches message and context 2.7 Difficult Situations Encountered During Customer/ Stakeholder Communication and Ways to Handle Them Difficult customer service situations are inevitable. Understanding why they arise and how to approach them effectively is key to maintaining positive customer relationships. Customer wants to feel heard, valued, and satisfied. Following table defines some common difficult situations and strategies to navigate them effectively: Situation Possible Causes Ways to Handle Angry or Upset Unresolved issues A. Listen Actively and Empathetically Customer/ Stakeholder Unmet expectations (Allow them to express their (poor service, delays) frustration without interruption) Lack of communication B. Acknowledge their Feelings (Validate their emotions) C. Apologize Sincerely (Offer a genuine apology) D. Offer Solutions (Find a resolution and follow up to ensure satisfaction) Unrealistic Misunderstanding of A. Clarify Expectations/ Demands Expectations/ Demands service capabilities (Understand their POV) Lack of understanding of limitations B. Set Expectations Past experiences (Explain limitations or policies Inexperience politely)  Lack of clear C. Communicate Limitations communication (Transparently explain any constraints) D. Offer Alternatives (Provide feasible solutions) Unresponsive Busy schedules A. Use Multiple Communication Customer/ Stakeholder Lack of interest Channels Miscommunication (email, phone, social media, etc) B. Follow up regularly and politely (Provide updates) C. Encourage Feedback (Highlight the importance of their input) 2.8 Types of Presentation Styles and Formats, their Purpose and Target Audience When communicating with customers, colleagues, or management, it is important to choose the right presentation style and format to effectively convey messages. Here are some common types of presentation styles used in customer service: 1. Informative Presentations: Informative presentations aim to provide clear information about policies, procedures, or updates. It is common to see the usage of data, infographics, charts and graphs. Target audience include employees, team members, and stakeholders who need to be informed. Examples: Training for new hires, monthly reports for management. 2. Persuasive Presentations: Persuasive presentations aim to convince the audience to support an idea, product, or service. Target audience include potential clients, stakeholders, or team members. Examples: Sales pitches for new product launch, proposals for management. 3. Instructional Presentations: Instructional presentations aim to teach the audience a specific skill or task. Target audience include employees, clients, and new hires. Examples: Software tutorials using Live demos or pre-recorded video tutorials, complaint resolution procedures.  4. Inspirational Presentations: Inspirational presentations aim to motivate and energize the audience. Target audience include staff or specific teams needing encouragement. Examples: Leadership talks, storytelling using videos or guest speakers. 2.9 Techniques for Creating and Delivering an Effective Presentation The following table outlines how the techniques for creating and delivering effective presentations can be applied to the four common presentation styles: Informative, Persuasive, Instructional, and Inspirational. Each style requires specific Planning, Preparation, Rehearsal, and Delivery methods to engage audience. Techniques Informative Persuasive Instructional Inspirational Presentation Presentation Presentation Presentation Planning Objective Provide clear Convince the Teach specific Motivate and information audience skills or task energize the audience Employees Potential Employees Entire staff Target Team clients Clients Specific Audience members Team New hires teams Stakeholder members s Stakeholder s Data Compelling Training Success Resources Infographics stories materials stories Charts Evidence Step-by-step Quotes Graphs Testimonials instructions Personal stories Meeting Meeting Training room Auditorium Venue room room Online Large Online Online meeting room Preparation Duration 20-30 minutes 30-45 minutes 45-60 minutes 20-30 minutes Introduction Introduction Introduction Introductio Structure (Overview) (Problem) (Importance of n skill) (Theme)  Content Content Content (Key points, (Solution) (step-by-step Content examples) Conclusion instructions) (Stories, Conclusion (Call-to- Conclusion lessons, (Summary) action) (Summary) examples) Conclusion (Call-to- action, summary) Transitions Smooth Logical flow Clear steps Emotional between build-up sections Slides Slides Slides Slides Audio Visual Handouts Visuals Demonstration Inspirationa Aids Videos s l videos Images Rehearsal Open Engaging Confident Energetic Body Confident Assertive Patient Confident Language Confident Encouraging Passionate Passionate Demonstrative Expressive Persuasive Clear Persuasive Clear Motivationa Voice and Audible Varied tone Instructional l Pronunciation Concise Uplifting Pauses for impact Attire Professional Professional Professional Professional (Practical) Delivery Persuasive Use Emotional Use visuals and Use personal Communicatio storytelling, appeals demonstrations to stories and n Techniques data, and (e.g. rhetorical illustrate steps examples to benefits to questions, connect with convince repetition) audience on an emotional level Q&A Answer Anticipate and Allow audience to At the end anticipated address practice and questions counterargumen provide feedback confidently. t Steady Dynamic Voice Clear Emphasize key Clear instructions Inspiring Modulation Pace points Informative Presentations Skills: Source: https://slidemodel.com/presentation-skills-guide/ Persuasive Presentations skills: Source: https://slidemodel.com/presentation-skills-guide/ Instructional Presentations Skills:  Source: https://slidemodel.com/presentation-skills-guide/ Inspirational Presentations Skills: Source: https://slidemodel.com/presentation-skills-guide/ 2.10 Types, Sources and Purpose of Information and Data in Organisations  By understanding the different types, sources, and purposes of information, customer service representatives can make more informed decisions, develop effective plans, and ultimately deliver better customer experience. Types of Information and Data Customer Data: o Assist to personalise interactions and anticipate customer needs. o E.g.: demographics, purchase history, preferences, and past service interactions Product/ Service Data: o Enables customer service representatives to accurately answer questions and resolve problems. o E.g.: features, pricing, specifications, troubleshooting guides, and known issues. Performance Data: o Used to identify areas for improvement and track progress. o E.g.: call resolution time, customer satisfaction scores, and agent performance data. Market Data: o Provides insights into customer behaviour and helps tailor service strategies. o E.g.: Industry trends, competitor analysis, and market research. Sources of Information and Data Internal Sources: o Data generated within the organisation. o E.g.: CRM systems, sales report, website analytics, employee feedback External Sources: o Data gathered from outside the organisation. o E.g.: industry reports, market research, and customer reviews on social media. Purpose of Information and Data Analysis: o Information and data are used to analyse and identify trends, patterns, understand customer needs, and anticipate potential issues. o E.g.: Analyse call logs can reveal frequently asked questions Decision-Making: o Data can guide representatives in making informed decisions about customer interactions. o E.g.: Customer purchase history can be used to recommend relevant products. Developing Plans, Strategies and Options: o Data and information help to develop customer service plans that address recurring issues and personalise communication. o E.g.: Analysing customer feedback can help to identify areas for improvement in the customer service process. 2.11 Guidelines for Collecting Information  Guideline Description When Determine the specific situations where information is required. Information is E.g.: quarterly reviews, project milestones, customer complaints Needed What Identify the types of information that are relevant and required to address Information is the identified need. The information must align with the objectives. Needed E.g.: purchase history, preferences, feedback, and support inquiries. How Much Determine the quantity and depth of information required to make Information is informed decisions. Collecting excessive information can be time- Needed consuming, while insufficient information can lead to inaccurate conclusions. How to Collect Select the most efficient and reliable methods for gathering information. Information Ensure data collection processes are transparent, secure, and compliant with relevant regulations. E.g.: online forms, surveys, communication channels (phone, email) How to Establish processes to consolidate information from different sources Combine into a centralized database or CRM system. Ensure that combined data Information is accurate and consistent. How and When Regularly review and assess the effectiveness of information collection to Review strategies. Identify any gaps, and make necessary adjustments based Information on changing customer needs, business goals, or regulatory Needs requirements. E.g.: periodic reviews 2.12 Types, Purpose and Preparation of Workplace Documents 1. Emails Purpose: It is a versatile form of communication used for both internal and external purpose. In customer service, emails are often used to respond to customer inquiries, provide updates, and resolve issues. Preparation: Format - Clear subject line, a professional greeting, a concise body, and a polite close. Style - Maintain a professional tone and avoid jargon. 2. Letters Purpose: Formal documents typically used for external communication. Letters are often printed on company letterhead and follow a structured format to maintain professionalism. Preparation: Format - Formal letter format, including sender and recipient addresses. Include the heading, introduction, body, conclusion, and signature line. Style - Proofread for accuracy, professionalism, and tone. 3. Reports Purpose: Detailed documents that provide comprehensive information on specific topics. They are essential for decision-making and strategic planning. Preparation: Format - Include a title page, table of contents, executive summary, introduction, body, conclusion, and appendices. Style - Use clear headings and subheadings to enhance readability. Include charts, tables, and references to support the content. 4. Notes of Meeting Purpose: Meeting notes/ minutes are records of discussions and decisions made during meetings. They are crucial for keeping track of action items, responsibilities, and deadlines. Preparation: Format - Record the date, time, attendees, agenda items, discussions, decisions, and action items. Style - Be concise and objective. 5. Forms  Purpose: Standardised documents used to collect information systematically. In customer service, forms can be used for customer feedback, service requests, and complaint submissions. Preparation: Format - Design a user-friendly form with clear fields for inputs. Style - Be clear and specific in the instructions. 6. Charts and Tables Purpose: Visual tools used to present data clearly and concisely. Preparation: Format - Use clear labels, legends, and titles. Style - Ensure data is accurate and presented in an easy-to-understand manner. 2.13 Guidelines and Common Styles of Referencing  Referencing is the process of acknowledging the sources used and allows readers to find the original source of the information and demonstrates the research credibility. The two most common styles are APA (American Psychological Association) and MLA (Modern Language Association). Source: https://www.bibliography.com/mla/apa-vs-mla-citation-page/ 2.14 Guidelines and Organisational Standards for Workplace Documents  Creating effective guidelines and organisational standards for workplace documents, particularly in customer service communication, includes the use of clear, accurate, and objective language, appropriate formatting and style, and adherence to timelines. A. Clear, Accurate, and Objective Language Clarity: Use simple, direct language, and avoid jargon. Accuracy: Be specific and precise by providing detailed and exact information. Avoid vague terms and ensure that all necessary details are included. Objectivity: Maintain neutrality and avoid subjective language and personal opinions. B. Formatting and Style Standard Templates: Use standard templates for similar types of documents to ensure consistency such as font style, font size, margins and spacing. Headings and Subheadings: Use clear headings and subheadings to organise information logically. Bullet Points: Use bullet points to break down complex information into manageable parts. This makes the document more readable and easier to follow. C. Timelines Response Time: Set clear expectations for response times to customer inquiries across different communication channels (e.g., email, phone). Monitor Progress: Regularly monitor the progress of tasks to ensure that they are on track. Resolution Times: Establish guidelines for resolving customer issues within a reasonable timeframe. This helps manage expectations and avoids frustration. 2.15 Challenges Faced when Implementing Customer/ Stakeholder Communication Strategy and Strategies to Overcome Them When implementing a customer/ stakeholder communication strategy, organisations often face several challenges. Here are some common challenges and strategies to overcome them: A. Increased Customer Support Volume Rapid businesses growth or seasonal spikes may lead to a surge in customer inquiries across various channels (phone, email, chat, social media). This high volume can overwhelm customer service teams, leading to longer response times and decreased customer satisfaction. Strategies to Overcome: Automate using tools like chatbots and FAQs to handle simple queries instantly. Expand support channels to include self-service options (video tutorials and user guides for common issues). Prioritise queries based on urgency, allowing agents to focus on high-priority cases. Monitor and measure metrics like response time, resolution rate, and customer satisfaction to identify areas for improvement. B. Stressed Customers Possible causes for stressed customers could be resulted from their previous poor experiences and high expectations. Strategies to Overcome: Provide staff with training on empathy, active listening, and conflict resolution skills to handle difficult situations calmly and professionally. Encourage staff to use empathetic tone and personalise interactions by addressing customers by name and referring to their preferences or purchase history. Equip staff with the tools and authority to resolve issues quickly. C. Smaller Teams With budget constraints and hiring challenges, organisations are faced with smaller teams handling higher workloads. Strategies to Overcome: Empower and train staff to use CRM systems to manage customer interactions efficiently. Partner with external vendors for handling overflow during peak periods. D. Unresponsive Customers and Missing Information Incomplete information or lack of engagement to respond promptly may hinder the resolution process. Strategies to Overcome: Implement clear communication guidelines and templates to ensure staff gather all necessary information upfront at initial contact point. Send automated reminders and follow-ups to prompt customers. Use multiple communication channels to get in touch with customers. E. Handling Awkward Situations Customer service agents may encounter uncomfortable or sensitive situations that require careful handling. Strategies to Overcome: Develop a protocol for handling sensitive topics or situations (pricing errors) and provide agents with training on how to navigate them professionally. Offer to escalate complex situations to a supervisor when needed. F. Apologising to Customers When mistakes or service failures occur, it is essential to apologise to customers genuinely. Strategies to Overcome: Apologise sincerely by acknowledging the issue, taking responsibility, and offering a solution or compensation. Empower agents with the authority to offer appropriate resolutions when warranted. Follow up with customers after resolving the issue to ensure their satisfaction and maintain a positive relationship. G. Troubleshooting with Non-Technical Customers Provide technical support or troubleshoot to customers with limited technical knowledge can be challenging. Strategies to Overcome: Use simple and jargon-free language and explain in layman’s terms. Provide step-by-step guidance by breaking down instructions into simple, manageable steps in real time. Provide visual aids such as videos or diagrams to illustrate steps. Implement remote access or screen-sharing tools to allow agents to guide customers through troubleshooting steps visually.