TRAINING

Technology: pros and cons

Mark Webb, director of Cornwall-based customer service training consultancy Marbell Limited, discusses the perceived impact of technology and social media on our customer service skills.

One of the major talking points at any workshop we run is the everincreasing impact of technology in people’s lives and the effect this has on communication skills. Add a global pandemic to the mix, and there’s always healthy debate from attendees about what it all means for social skills and provision of excellent customer service. From decreased attention span to difficulty maintaining conversations, from heightened anxiety in a group situation to knowing how to deal with a challenging situation - do you ever consider the impact these outside influences have on our ability to communicate?

THE WAY WE COMMUNICATE HAS CHANGED

The main way that people communicate in recent years relies on online messaging and social media - for businesses as well as individuals. The growing trends of swiping through short video content on Instagram and Tiktok and media outlets creating bitesize articles that give us news in brief are increasingly upon us all. As a result, there is a struggle to maintain attention and provide conversation in traditional and basic terms.

Studies suggest that people generally lose concentration after eight seconds, highlighting the effects of our increasingly digital lifestyle. There’s been further reporting on whether the global pandemic of Covid-19 has added to these challenges in social interaction - with humans effectively distancing themselves from others for over two years, there has been a noticeable impact on mental health, our abilities to sustain conversation and our reactions to being with other people once again.

What changes have you noticed - in yourself or in others - that you think have evolved due to technology, or have been an impact of the pandemic? And do you feel it’s something that is affecting your frontfacing teams?

BENEFITS OF THE CHANGES IN TECHNOLOGY

There are many theories about how younger people have found it challenging to communicate in person. This generation of digital natives have grown up with screens. They communicate with each other, and with those around them, in different ways. We live in an era where huge technological advancements make so many things possible, and there must be a degree of understanding in how different generations communicate. Researchers have observed how email and social media help people to build and maintain social networks enhancing existing friendships, and link people to online interest-driven groups that boost their creativity. These tools were created with the aim of benefitting communication - and there’s no denying they’ve made a difference to our lives in many positive ways. But something most people agree upon is the importance of interpersonal skills in a face-to-face or telecommunication situation in forging ahead in a successful conversation.

How do you view this? Is it something you see as moral panic, where increased worry that new technology is creating a freefall in our social skills? Or do you believe that increased technology and decreased face-to-face interaction doesn’t need to mean a decline in social skills?

It’s an incredibly complex and nuanced conversation. People develop in complex and non-linear ways. Technology will reduce social skills in some ways and enhance them in others. Nothing is as black and white as it seems.

INVESTING IN TRAINING FOR YOUR FRONT-OF-HOUSE STAFF

Tourism makes up a huge part of the economy in Devon and Cornwall, and a large percentage of our residents work in tourism, retail and hospitality. Faceto-face interaction is part and parcel of the role.

Investing in training for your customer facing staff should be a core part of the budget planning for any senior management team. Keeping your team’s social skills honed and considering the impact you are having on your visitor experience should be something all employees benefit from. Whether you’re new to working in a service role or need a refresher ahead of a busy and challenging season, it’s important to have access to this training to feel confident in your role and happy in your job. Marbell customer service training sessions take things back to basics, covering social skills such as active listening, eye contact, body language and other communication skills. We’re also adept at helping your team learn how to deal with challenging situations and difficult conversations.

If you would like to have a chat about how Marbell can help you, we’d be happy to help. Get in touch today via www.marbell.uk or email Mark on mark@marbell.uk

MY TOP FIVE TIPS FOR GREAT CUSTOMER SERVICE

Clear communication - Speak slowly using correct pronunciation and tone, remembering to apply plain English and forget about technical language. Be confident and think before you speak. Active listening - Make eye contact, use fillers such as ‘hmmm, OK’ and ‘yes, I understand’. Understand what they’re saying, respond and reflect on what’s being said, and retain the information for later. Patience - Remember to breathe, stay calm and listen to the customer. Take your time and focus on the task at hand. Adaptability - Every customer is different. Consider your tone (formal or informal) and be confident to adapt your behaviour by reading the customer. Sincere empathy - Show that you care and genuinely understand the problem but without getting emotionally involved. Showing sympathy can lead you down a destructive path and be damaging to your brand.

ABOUT MARK WEBB

Mark Webb is director and founder of Marbell Limited, a Cornwall-based training provider specialising in customer service training and associated workshops. Recent clients include St Michael’s Mount and Jubilee Pool.