Donna
Siegel

Reading The Customer's Body Language

If all of your customer service is performed on the phone, skip this article. But if you deal with people face to face, read on, because body language is a major factor in in face-to-face customer service. Customer service reps can learn a great deal by  Reading The Customer's Body Language.

From The Customer's Perspective

I don't know why people read so much into the expression on my face or how I hold my arms. I really don't think about my body language. I'm concentrating on what I want to accomplish, not how I look.

When I need customer service, I usually have to wait for my turn to talk with a rep. The wait can be long, especially when someone ahead of me has a complex problem. When I have to stand around and wait, I like to be as comfortable as possible. I read signs to distract me from just standing there. Often, I fold my arms in front of me, or I stick them in my pockets. Otherwise, it feels like they're just swinging useless at my side, and I don't know what to do with them.

You wouldn't think that people would attach so much meaning to small gestures. I'm just trying to be comfortable; I'm not using body language to communicate my thoughts. But sometimes customer service people take one look at me, and they think I'm going to give them a hard time. Why would I do that? Most of them are just doing their jobs; I can't really fault them for what they are doing. But I wish they wouldn't jump to conclusions so quickly.

From The Rep's Perspective

"I have a lot of people asking for service. I find that I only have a short time to handle each person. That means I have to use shortcuts to speed the process along. One of the best techniques I've found to know exactly what the customer is thinking is to watch their facial expressions. Instantly, I can tell exactly how they are reacting to me, the store, our service, etc. Then, I know exactly what to do. If they're nice to me, I'll go the extra mile to help. But if they're grumpy and upset, I'll just try to get them out the door."

Talk with other customer service reps who can see their customers, and you'll hear similar comments. The fact that you can see the customer and their reaction is both an advantage and a disadvantage of face-to-face service. The degree to which body language impacts the outcome of an interaction is profound.

The Power Of Body Language

Body language (those gestures, body movements, facial expressions and other forms of nonverbal behavior) serves as a mirror to our inner thoughts. As children and young adults, we learned how to control our words. We quickly learned what we could say that would be acceptable to those around us. We even learned how to say it. We consciously worked and re-worked our words to make sure we said what we meant to say.

Check it out for yourself. What would you do if you needed to call a local restaurant to set up a birthday party for your mother? If you are like most people, you rehearse your words before you pick up the phone or walk in the front door of the restaurant. You know in advance exactly what you want to say: "I'd like reservations for 10 people for Saturday night at 8:30. It's a surprise birthday party. Is it possible to arrange for a birthday cake?"

But you don't spend time rehearsing your body language. Are you going to stand up straight and tall when you talk with the hostess? Will you smile? Will you approach her with your hands held upward and the palms exposed? Chances are you haven't thought about this part in advance. Yet, you know that getting your reservation may depend just as much on how you make your request as on what you actually say, especially if there is any resistance to your request.

That's the power and the problem of body language. The unrehearsed reaction that occurs naturally is interpreted as a sign of your true feelings. If you ask for the reservation with a sneer on your face, what is the likelihood the hostess will go the extra mile to help? She doesn't know the sneer involves a problem you have with your teenage daughter. She doesn't know you're anxious about how you are going to pull off surprising your mother, especially when your brother is not cooperating. Whether or not your body language signals your real, inner feelings is open to interpretation. But body language on its own should not be used as a true gauge of reality.

The Confusing Vocabulary Of Body Language

It has been said that there is a vocabulary of body language -- both positive and negative signals. For example, the following gestures are said to indicate a positive reaction:

• Relaxed breathing
• Hands in front of the body with the palms held upright
• Good eye contact
• Nodding affirmatively
• Smiling

Accepted body language vocabulary states that the following gestures indicate a negative reaction:

• A hand over the mouth
• Moving around a lot in a chair
• Playing with things
• Yawning

If only it were that straightforward. Take a look at Desmond Morris' book, BodyTalk: The Meaning of Human Gestures. He offers three definitions for crossed fingers:

• Protection
• Friendship
• A threat to end friendship

One arm raised has four meanings:

• A request for attention
• A promise
• A friendly greeting
• A hail

Mr. Morris lists more than 600 gestures and their meanings. If there are so many options, it's no wonder body language can be misinterpreted.

How To Use Body Language In Customer Service

Offer assistance and wait
Start your conversation with the customer by offering assistance. After all, the reason the customer is talking to you in the first place is that he or she needs some type of help. After you offer assistance, wait for the customer to respond.

Listen carefully to the customer's words
It's now the customer's time to deliver her carefully prepared and rehearsed purpose for the visit. Focus your attention on the customer's words. How clearly is the customer describing what needs to be done?

Take a look at the body language
Examine the customer's body position, gestures and overall demeanor. Do they support the customer's message? Is the customer asking you about your company's return policy in a gentle tone of voice with a smile on her face? Or is the customer asking about special delivery in a growling, demanding voice, while banging his fist on the counter?

Decide whether or not the body language supports the verbal message
If the body language is consistent with the nature of the verbal message, it is likely that the customer is saying exactly what he or she means to say. The body language appears to confirm the message. If the body language is inconsistent with the verbal message, it is likely that there is some ambiguity. In either case, you should not respond to the most likely message. Body language is subject to interpretation.

Determine the customer's most likely message
You only have an assumption of the customer's message, you have to find out whether or not your assumption is correct. Decide in your own mind what the customer is trying to say. If in doubt, follow the message from the body language.

Test your assumption, leading with the message from the body language
As we said earlier, body language is likely to be a better gauge of reality, but you can't be sure. So before acting on your assumption of the customer's body language, test for reality by asking the customer a question. For example, "I sense that you are not pleased with the service we've provided so far. How can we be of more help to you?" or "It seems that you like our store's return policy. Is this what you were looking for?"

SeaBird Associates Inc
3011 NE 7th Drive
Boca Raton, FL 33431
Phone: 561-750-9233
E-mail: Donna Siegel

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