BUS151 People Skills
Chapter 4
Nonverbal
Communication
Nonverbal Communication
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Nonverbal messages can contradict or override
verbal messages.
When in doubt, people tend to believe
nonverbal messages.
By being aware that you constantly send
nonverbal messages to others and that it is
impossible for you to NOT communicate, you
can increase your effectiveness in customer
encounters or anywhere you come into contact
with another person.
Communication of Feelings
According to Mehrabian’s study*, it was
found that in communication between
two people:
7% - received from the actual words used.
38% - taken from vocal cues
55% - extracted from facial and body cues
* Albert Mehrabian, Silent Message: Implicit Communication of Emotions
and Attitudes, 2nd ed. Wadsworth Publishing.
Nonverbal Communication
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It is important to understand that there is considerable
room for misinterpretation of the cues used by different
people.
The skill of recognizing, assigning meaning, and
responding appropriately to nonverbal messages is not
exact.
Human behavior is too unpredictable and the
interpretation of nonverbal cues is to subjective for
accuracy of interpretation to occur with consistency.
This is because different cues have different meanings
depending on where they were learned, who is
interpreting them, and so on.
Categories of Nonverbal Cues:
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Body Language
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Vocal Cues
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Appearance or grooming
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Spatial cues (proxemics)
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Environmental cues
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Miscellaneous cues (habits, time usage,
follow-through)
Body Language – Eye Contact
Eye contact establishes a number of purposes:
– Indicates degrees of attentiveness or interest.
– Help indicate and sustain intimate relationships.
– Influence attitude change and persuasion.
– Regulate interaction.
– Communicate emotions.
– Define power and status relationships.
– Assume a central role in the management of impressions.
Body Language - Posture
By sitting or standing in an erect manner, or leaning forward or
away as you speak with customers, you can send a variety of
messages.
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By standing or sitting with erect posture, walking
confidently, or assuming a relaxed posture, you might
appear to be attentive, confident, assertive, and ready to
assist your customer.
On the other hand, slouching in your seat, standing with
slumped shoulders, keeping your arms crossed while
speaking to someone, shuffling or not picking up your feet
when walking, or averting eye contact can say that you are
unsure of yourself, are being deceitful, or just have a poor
customer service attitude.
Body Language –
Facial Expression
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Your face can signal excitement, happiness,
sadness, boredom, concern, dismay, and dozens of
other emotions.
Smiling typically expresses a mood of friendship,
pleasure, and comfort with a situation.
On the other hand, some people smile to mask
nervousness, embarrassment, or deceit.
A cultural factor may also be involved.
Be careful that your facial expressions don’t come
across as being flirtatious and insulting.
Body Language –
Nodding Head
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Nodding of the head is often used by many people
to signal agreement or to indicate that they are
listening to a speaker during a conversation.
Check to see if the customer is nodding simply to
be polite but not understanding. Ask a question
such as, “So what do you think of what I just said?”
There is a difference between nodding because you
are listening versus nodding because you are
signaling acceptance of what is being said.
– This could cause real problems between you and
your customer if you aren’t aware of this.
Body Language - Gestures
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The use of the head, hands, arms, and shoulders to
accentuate verbal messages adds color,
excitement, and enthusiasm to your
communication.
Typically, movements are designed to gain and hold
attention.
Open, flowing gestures encourage listening and
help explain messages to customers.
On the other hand, closed, restrained movements
could send a message of coolness, insecurity, or
disinterest.
Vocal Cues - Pitch
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Changes in voice tone (either too high or too low)
add vocal variety to messages and can dramatically
affect interpretation of meaning.
Often call inflection or pitch Of the voice or tone.
Be sure that your inflection normally falls at the end
of a sentence statements.
Use a vocal “comma” in the form of a brief pause
as you speak.
Vocal Cues – Volume
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Be aware of the volume of your voice, for
changes in volume can indicate emotion and
may send a negative message to your
customer.
Typically, if a communication exchange with
a customer becomes emotionally charged,
your voice might rise, indicating that
you are angry or upset. This could
lead to a relationship breakdown.
Vocal Cues –
Rate of Speech
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An average rate of speech for most adults in
Western cultures is 125-150 words per
minute.
Speed of delivery can affect whether your
message is received and interpreted
correctly.
Speech that is either too fast or too slow
can be distracting and cause loss of
message effectiveness.
Vocal Cues – Voice Quality
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The variations in your voice quality can help
encourage customers to listen.
– Encouraging: If your voice sounds pleasant and
is accompanied by a smile.
– Discouraging: If your voice is harsh sounding.
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Terms used: raspy, nasal, hoarse, gravelly.
By taking the initiative to improve your
voice quality, you can enhance your
customer service image.
Vocal Cues - Articulation
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Refers to the clarity of your word usage.
Also known as enunciation or pronunciation
or words.
If you tend to slur words, you can distort
meanings or frustrate listeners.
Especially important when communicating
with customers who do not speak English
well.
Vocal Cues - Silence
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Silence is a form that can be used in a
number of ways.
Many people have trouble dealing with
silence in a conversation.
Positive silence: Good way to show respect
or show that you are listening to the
customer while he or she speaks.
Negative silence: You can indicate defiance
or indifferences with silence.
Vocal Cues - Semantics
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Semantics has to do with choice of words.
You can aid or detract from effective
communication depending on the words you
use and how you use them.
If you use a lot of jargon or complex words
that customers may not understand because
of their background, education, culture, or
experience, you run the risk of irritating,
frustrating, or dissatisfying them.
Appearance - Grooming
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Hygiene
– Regular washing and combing of hair, bathing,
brushing teeth, use of mouthwash and deodorant,
and washing hands and cleaning fingernails.
– Negative feelings about someone who does not
take pride in his or her personal appearance or
hygiene.
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Advice excessive makeup, cologne, or perfume.
Allergies or respiratory problems caused by
excessive and heavy scents.
Wear appropriate attire, jewelry, and accessories.
Spatial Cues
Each culture has its own proxemics (zones in which
interpersonal interaction take place) or spatial cues for
various situations.
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Intimate distance – 0 to 18 inches; most people feel
uncomfortable when a service provider intrudes into this
space uninvited.
Personal distance – 18 inches to 4 feet; distance used
with close friends or business colleagues, long-term
customers.
Social and work distance – 4 to 12 feet; customer service
settings.
Public distance – 12 or more feet.
Environmental Cues
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If you work in a dirty or disorganized environment,
customers may perceive that you and the
organization have a lackadaisical attitude or
approach to business.
To help reduce negative perceptions, organize and
clean your area regularly.
Avoid potentially offensive items such a pictures,
calendars, posters, etc. (racial, political, religious)
– Failure to remove such materials might result in legal
liability for you and your organization and create a
hostile work environment.
Miscellaneous Cues
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Personal Habits (eating, smoking, chewing
gum, cleaning teeth with toothpick, etc.)
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Time Allocation and Attention
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Follow-Through (or lack of it)
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Proper Etiquette and Manners
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Color (see Figure 4.3 on Page 108)
The Role of Gender in
Nonverbal
Communication
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If you fail to recognize the differences
between the sexes and do not develop
the skills necessary to interact with both men and women,
you could experience breakdown in communication.
The basis for gender differences is the fact that the brains
of males and females develop at different rates and focus
on different priorities throughout life.
Women are bilateral meaning the use of their brain can
switch readily between the left and right brain hemisphere
in various situations; however, men tend to be more lateral
by favoring either the left or right hemisphere.
See Figure 4.4 on Page 109 for general behavior differences that
are seen in many men and women.
Impact of Culture
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To be successful in a global economy, you need to
be familiar with the many cultures, habits, values,
and beliefs of a wide variety of people.
Look for cues that might be perceived as negative in
some cultures so that you can avoid them.
Learn to recognize the different views and
approaches to matters such as distance, touching,
eye contact, and use of colors so that you will not
inadvertently violate someone’s personal space or
cause offense.
Unproductive Behaviors
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Unprofessional handshake
Fidgeting
Raising eyebrow
Peering over glasses
Crossing arms
Holding hands near mouth
Pointing a finger or other object
Strategies for Improving
Nonverbal Communication
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Seek out nonverbal cues
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Confirm your perceptions
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Seek clarifying feedback
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Analyze your
interpretations of
nonverbal cues
Customer-Focused Behavior
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Stand up, if appropriate.
Act promptly.
Guide rather than direct.
Be patient with customer.
Offer assistance.
Reduce customer wait times.
Allow customer to go first.
Offer refreshments, if appropriate.
Be professional.
Advantages of CustomerFocused Behavior
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Image is enhanced.
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Customer loyalty increases.
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Word-of-mouth advertising increases.
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Complaints are reduced.
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Financial losses decrease.
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Employee-customer communication improves.