MASK OVER
MATTER
Mastering the Mask with Customers and Coworkers A CXEbook By Lise D’Andrea
TABLE OF CONTENTS The Struggle is Real
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The Mysterious Mask-erade
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Amplify Your Efforts
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The Empathy Gap
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Correct Mask Placement
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Mask Communication
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Eye Contact
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Voice
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Eye Gestures
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Head & Facial Gestures
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Hand Gestures
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Active LIstening Skills
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Proactive Response
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Successfully Mastering the Mask
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References
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About the Author
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About CXE
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FOREWARD The onset of COVID-19 has changed our world unlike anything we have seen before. Masks have become our new normal, and in a society accustomed to seeing faces, it’s uncharted waters for businesses and customers alike. CXE has launched a new guide, Mask Over Matter, to help organizations adjust their customer service strategy to make meaningful connections with customers and be successful in their recovery efforts. “The golden rule in customer service has always been to smile. But in our new reality we are now behind masks and communication has become more challenging,” says Lise D’Andrea, CEO and Founder, CXE. “Mask Over Matter is a guide to help organizations and businesses adjust their service strategy to provide the exceptional experiences customers still crave.” Harnessing over 25 years of experience developing customer and employee experience strategies, CXE has developed a practical guide to help businesses quickly adjust to a society where mask wearing is prevalent. Relatively uncommon in the western world, masks traditionally have negative connotations and can be an enormous barrier to conversations and even casual interactions. Informed by research in the healthcare sector, Mask Over Matter is filled with important communication tactics to overcome the physical challenges of interacting with customer. Tips include how to use hand gestures, employing subtle body language, the power of active listening and honing emotional intelligence to build understanding. “Wearing masks is an important tactic in keeping each other safe and stopping the spread of COVID-19 - and they may even become permanent fixtures in our society as they have in other parts of the world. As businesses set sights on recovering from the pandemic, they need to work around the perceived barrier of masks and quickly adapt to our new world. We want to help in the recovery process and hope our new guide will give them a head start,” says Lise.
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THE STRUGGLE IS REAL So, here we are, in the heat of the mask, trying to breathe and talk and listen and signal to others around us – our customers and coworkers who are also wearing masks. What just happened? On April 3, 2020, the U.S. Centers for Disease Control and Prevention (CDC)i announced that they recommend the use of cloth masks or face coverings to prevent the spread of COVID-19. As employers and businesses seek to keep customers and staff safe, the usage of masks is becoming increasingly prevalent to minimize the risk of infection.
From the boardroom to the frontlines, we are charting new customer service territory in the age of physical distancing, and creative and effective communication skills will be your beacon to success!
Let’s face it, in the western world, unless we have worked in the medical profession or at some point have worn a face covering for health, safety, religious or cultural reasons, we’re typically not accustomed to communicating from behind a face covering. The result: we have been catapulted into a state of frustration, steeped in the intricacies of nonverbal communication and avoidance. We find ourselves, our customers and coworkers thrust into a world of “mask confusion.” Simply put, wearing a face covering can create barriers to engaging with others and unless you are used to it, it feels awkward, almost impersonal, and it’s tricky. Every day we rely on body language, especially facial expressions, for clear communication. There is the persistent confusion of mixed signals and feelings of annoyance for any new mask wearer, especially in a customer service role. As a professional in the customer service field, the skills you may have spent years refining have to be redefined to meet the needs of this new reality. As experts in designing and delivering customer service training and customer and employee experience consulting for over 25 years, we at CXE see this dramatic shift in how we engage with each other as concerning, and if not handled right, a roadblock to success. We can’t continue to operate as though our reality is unchanged. Familiar customer service courtesies, behaviors and rules of engagement with customers and coworkers have shifted to a completely new communication experience that doesn’t feel “normal” at all.
THE MYSTERIOUS MASK-ERADE Historically, there is a certain mystique behind a masked persona. As often portrayed in movies—the villain, the bank robber or even the temptress—the mask provides an aura of mystery and solitude that leaves you questioning identity and intent. There are also the practical challenges. When faces are covered there are limited visible facial expressions. Voices are muffled and difficult to hear. Eye contact and body language become paramount as you try to interpret the persona hidden behind the mask before that figure rides off into the sunset. Truth be told, there can be a perceived level of distrust and uncertainty that accompanies the mask. It’s interesting to note that masks seem to imply or even impose a degree of doubt, which makes communication difficult from the start. Today, while the usage of masks has quickly become a sign for safety and security, there is a new narrative behind its use: “Is this person protecting me or infecting me?” “Will this person still keep their distance?” “Will this person make eye contact so that we can have a better conversation?” “Does this person want anything to do with me?” It can become a “dance” of choosing how to avoid or connect with someone when their face is covered. The image of the mask in our current reality is one of health, safety and security, yet it still evokes an air of mystery and obscurity—the mystery of the virus and the unknowns of this pandemic. Masks arouse newly formed and unfamiliar emotions and perceptions in all of us. This new reality of covered faces creates unique challenges in connecting with customers and coworkers. Your awareness of others, your communication style, and use of body language and gestures will be vital in addressing these challenges when striking up a connection and creating differentiated customer and coworker experiences.
AMPLIFY YOUR EFFORTS Customers and coworkers cannot assess your demeanor or understand what you are saying behind the mask unless you make the effort to fully and genuinely connect and communicate with them. It can be easy to get lost or to “hide” behind the mask. Some mask wearers have admitted that wearing a face covering can feel empowering. For others, masks have become a safe haven, eliminating the need to speak to anyone, making it easy to keep to themselves when their face is covered. Meaningful communication requires making extra effort to engage and connect with those around you. Be aware of body language and nonverbal communication and determine how you can assist a customer or coworker. Show empathy, care and concern in each situation. Your service efforts need to be intensified and purposeful so that you can make a connection, be heard and be supportive despite physical barriers.
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THE EMPATHY GAP Research regarding the effects of masks in the Surprisingly, in the more established medical profession has shown that wearing doctor-patient relationships, the effect of masks directly impacts patient perception of doctors’ mask wearing was even more doctor empathy, ultimately pronounced, in that the patients influencing patient satisfaction. Results of this study felt distanced and even less ii In a 2014 study in Hong Kong , empathy from their doctor. demonstrated that primary care doctors were when doctors wore a randomly scheduled to attend The results of this study emphasize face mask during mask-wearing and non-mask the degree to which wearing a consultations, there wearing clinical consultations mask interferes with the essence was a significant in public primary care clinics. of communication. The impact of negative impact on One-thousand and thirty communicating with masks in a the patient’s patients were randomly customer service environment is appointed to mask-wearing similar to the impact shown in the perception of the consultations or non-mask study of medical professionals, in doctor’s empathy. wearing consultations. Results that there is the potential for of this study revealed that customers and coworkers to when doctors wore a face mask during perceive reduced levels of understanding, consultations, there was a significant negative empathy, and, ultimately, customer satisfaction. impact on the perception of empathy shown by This underscores the need for enhanced the physician and significantly diminished the awareness and communication that fosters a positive effects of a doctor-patient relationship. caring and empathic service approach.
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CORRECT MASK PLACEMENT It is important to remember that the purpose of the mask is for health and safety for you and for others around you. For many frontline customer service professionals, a mask may even be a required part of your uniform. If your mask is used incorrectly, it may convey the opposite of health and safety, and even discredit your efforts by potentially doing more harm than good. Some common pitfalls include pulling mask under your chin, hanging it off one ear, placing on top of your head or under your chin, or touching or pulling on it.
The Centers for Disease Control (CDC) recommendsiii the following steps to properly wearing a mask:
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Wash your hands before putting on your face covering
Pull it over your NOSE AND MOUTH and secure it under your chin
Try to fit it snugly against your nose and the sides of your face
Make sure you can breathe easily Further information is available at www.CDC.gov
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MASK COMMUNIC In order to effectively communicate from behind the mask, there are proven skills and techniques that you can utilize and personalize to fit your own communication style. These skills can help you to achieve better understanding when reading customer and coworker situations and will enable you to respond and support effectively.
EYE CONTACT Connecting visually with someone is your #1 “go to”. It’s the instant radar to quickly understand how a customer or coworker will engage with you and helps you to prepare your response. Consider it as your nonverbal, touchless handshake. Continually scan to make eye contact with others around you to ensure you are visually connecting when needed, and that you are spotting the needs of others as they arise.
Look around you, be aware and seek eye contact with others.
When you make eye contact, give a quick head nod to acknowledge the connection.
Maintain eye contact as much as possible during conversation to show you are actively listening using “Happy Eyes”.
MASK
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VOICE When you wear a mask, you don’t have to stay “on mute”! Second to eye contact, the voice is your next best bet to making an instant connection. However, it is often the most challenging of all the mask tactics, as it is difficult for others to hear you, and equally difficult for you to know how loud to speak.
Speak loudly & deliberately to project your voice beyond the mask. Clearly articulate your words & speak at a normal pace. Present a positive, helpful tone with confidence & poise. Convey positive emotion & understanding when responding.
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EYE GESTURES It is possible to say a lot without saying anything at all – especially with your eyes – when you are wearing a mask. Gestures made with eyebrows, eye lids and overall eye movements can help you to reinforce what you are saying and help the listener better understand you. Some effective methods include:
Raised eyebrows, as if to say, “Yes, can I help you?” .
Blinking of the eyes to show that you are listening carefully.
HEAD AND FACIAL GESTURES Although your face may be covered and your voice is muffled, it is still possible to support your voice with gestures using your head and face, similar to the concept of “smiling” over the phone, when a customer can actually “hear” a smile in your voice. • Give a quick head nod for “yes,” or while you say a positive comment or want to respond positively to a customer or coworker. • Shake your head when saying, “no,” to support your verbal response to a customer or coworker. Be sure to maintain positive eye contact while gesturing, “no.”
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Specifically looking in the direction of an object, sign or destination to help direct someone.
By harmonizing eyebrows, eye contact, facial and head gestures, you will more rapidly get your point across and will be more easily understood by the listener.
HAND GESTURES The megaphone for all the other communication tactics, your hand gestures help to reinforce your verbal and nonverbal communication and effectively convey your message to customers and coworkers. Here are some examples of some common gestures and what verbal response can accompany them, or what they convey nonverbally: THUMBS UP
TWO THUMBS UP
INDEX FINGER
“Yes!”, “Okay!”, “Got it!” “Have a great day!”
“All good!”
“One moment please,” “I’ll be right with you!”
HAND TO HEART
FIST TO HEART
(ALWAYS OPEN-HANDED)
“I’m here for you,” “Thank you”
“Feeling strong,” “I care,” “Thank you!”
“That way,”“Over there,” “Right here”
FRIENDLY WAVE
PRAYER HANDS
HANDS ON HIPS
“Hi!”, “Goodbye!”, “Great to see you again!”
“Please,” “Thank you,” get someone’s attention, show you are listening attentively
To deter direction to an area or show attentiveness
POINTING
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ACTIVE LISTENING SKILLS How you respond and listen to your coworkers and customers is equally as important as getting your point across and communicating to others. Active listening skills are vital when you are masked, and without facial or verbal cues, it is difficult to show someone you are listening.
• Tilt your head.
• Lean toward the other person. (while remaining socially distant)
• Put a hand up to your ear.
• Nod in agreement.
• Give a thumbs up in agreement. 9
PROACTIVE RESPONSE When wearing a mask, with nearly half of your face concealed, it is difficult to tell what a person is thinking or feeling. It presents a challenge in determining how to respond to or assist a customer or employee. By reading nonverbal cues, you can begin to gauge mindset, emotional state, stress level and more. You are quickly and proactively gathering emotional intelligence about those around you. A retired FBI agent Joe Navarro, recently wrote an article on how to “speed read” read body language now that everyone wearing a mask.iv He says, “Body language is an outward reflection of a person’s emotional condition.” He goes on to reinforce the importance of observing behavior of eye, hand and head movements and how it can convey a person’s current state. Take note of what movements and gestures you observe. What is being conveyed through nonverbal cues behind the mask?
EYES WIDE OPEN
EYES SQUINTING
Concerned, Surprised or Anxious
Confused, Unhappy, “I disagree,” or, “I don’t understand.”
RAISED EYEBROWS
Surprised, Happy, or Alarmed
WANDERING & LOOKING AROUND
TILTED HEAD
“I’m lost,” or, “I’m trying to find my way.”
“I’m listening,” or, “I’m fully present.”
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SUCCESSFULLY MASTERING THE MASK In this new age of social distance, an innovative road map for communication and customer service dynamics is evolving. Practice these techniques in honing your everyday communication skills, and you will begin to see positive changes in how others connect and respond to you while wearing a mask. Your success will lead to increased confidence, stronger customer and coworker relationships and less frustration and disappointment. As we find ourselves navigating the new normal for customer and employee experiences, an innovative reality will redefine how we communicate, connect and carry on, and through the application of these techniques, we will chart a new course towards customer experience excellence.
Your success will lead to increased confidence, stronger customer and coworker relationships and less frustration and disappointment.
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REFERENCES i
Recommendation Regarding the Use of Cloth Face Coverings. (2020, April 03). Retrieved June 14, 2020, from
https://www.cdc.gov/coronavirus/2019-ncov/prevent-getting-sick/cloth-face-cover.html ii
Wong, C., Yip, B., Mercer, S., Griffiths, S., Kung, K., Wong, M., . . . Wong, S. (2013, December 24). Effect of
facemasks on empathy and relational continuity: A randomised controlled trial in primary care. Retrieved June 15, 2020, from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3879648/. iii
How to Safely Wear and Take Off a Cloth Face Covering. (2020, May 22). Retrieved June 14, 2020, from
https://www.cdc.gov/coronavirus/2019-ncov/prevent-getting-sick/how-to-wear-cloth-face-coverings.html iv
Navarrotells. (2020, April 17). Former FBI agent of 25 years explains how to 'speed-read' body language-now
that we're wearing face masks. Retrieved June 14, 2020, from https://www.cnbc.com/2020/04/16/retired-fbi-agent-how-to-read-body-language-during-coronavirus-when-wearin g-face-masks.html
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ABOUT THE AUTHOR
President and founder of CXE, inc., Lise D’Andrea’s career has been based on the premise that engaged and empowered employees are the key to delighted, loyal customers. For over 30 years, Lise has worked side by side with renowned organizations to retool, rethink and reinvigorate their customer experiences. She developed a passion for creating exceptional service cultures during her employment with leading organizations regarded for excellence including Xerox, Hilton Hotels and Saks Fifth Avenue. In 1993, Lise founded Customer Service Experts (CSE, now CXE) and has since grown it into a leading national customer experience and employee experience consulting firm, focused on helping clients achieve their full potential by delivering exceptional and consistent experiences that spark customer delight, boost employee engagement and drive organizational success. Supported by a team of 40+ employees, Lise leads strategic consulting, visioning and design for customized programs that address the unique needs of airport authorities, brands, and passengers while simultaneously building employee engagement, customer loyalty and profitability.
ABOUT CXE A recognized industry leader, CXE works with airports, hospitality, food and beverage, retail, and business and government clients to create some of the most innovative and successful customer (CX) and employee experience (EX) improvement programs in the nation. With a stronghold in the airport arena, CXE is known for designing strategic airport customer experience and service culture programs that span across all passenger-facing teams airport-wide. CXE builds each client strategy utilizing a comprehensive approach to both CX and EX including service measurement, training, recognition and appreciation programs and performance coaching. CXE has earned the trust of airport executives and service partners including airlines, security, TSA, retail, concessions, and duty-free operations teams in over 100 airports across North America. CXE is headquartered in Annapolis, Maryland and brings together some of the most successful customer experience professionals in the industry to help clients boost employee engagement, spark customer delight and drive organizational success.
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