COMMUNICATION IN SERVICE SECTOR

[bhakat.ravishankar]

Role of Non Verbal Communication in Service Encounters
The delivery of most services involves considerable interpersonal contact between
service provider and customer. Interpersonal communication is especially
important in the so-called "pure" services, where delivering the service involves a
high degree of person-to- person interaction and no exchange of tangible objects.
The nonverbal aspects of interpersonal communication - the form of
communicating thoughts and emotions without using words- are at least as
important as the verbal components in shaping the way a customer feels about
his or her dealing with an employee. Customers who are complaining or seeking
retribution are likely to pay particularly close attention to an employee's nonverbal
communication. Nonverbal communication is also particularly important when
customers attempt to evaluate services such as health-care and legal services,
where quality is especially difficult for the average consumer to assess.

service managers should:
1) Ensure that service employees understand that nonverbal communication is at
least as important as verbal communication.
2) Train service employees to be sensitive to nonverbal cues through, for
example, role playing and showing videotapes of actual service delivery.
3) Provide continuous feedback and periodic reminders to staff about the
importance of nonverbal communication.
4) Offer voice training to employees who need it, so they speak with a voice
which displays warmth and trust.
5) Attempt to match employees' manner of dress with customers' expectations.
For example, cool colours might be used when wanting to project an image of
friendliness, poise and warmth, and warm colours to project an image of
activity and excitement. Employees should normally dress formally in
professional services and when interacting with upper-class customers. They
may dress more causally when interacting with a lower-class clientele.
6) Conduct periodic surveys to assess customers' perceptions of service
employees' nonverbal behaviour. Consider using mystery shoppers to achieve
a similar end.
7) Provide incentives to encourage employees to adopt the recommended
changes in nonverbal behaviour.