The attitude we show toward the customer is closely related to the attitude toward our job. These attitudes are usually reflected in the work habits we developed without really being aware of them. Even though we may not be aware of these habits, the CUSTOMER IS AWARE OF THEM. It is not enough just to exhibit a positive attitude towards our job and customers. We must also consider the customer’s needs. You should refrain from using the following types of comments: l l l l l These Everybody knows that. You came all the way up here for that? You didn’t know? You were supposed to be here yesterday. We’ll get to it. types of comments indicate to the customer that his/her request is not important, and that you have better ways to occupy your time. Most often, you will end up helping the customer anyway. In this case, the statement “If you can’t say anything good, don’t say anything at all pertains. There are several factors that often stand between you and the customer. These factors often complicate the customer’s problem and your effort to provide a solution. You must be able to analyze the customer in order to serve them. The customer who is emotionally upset may have difficulty in stating a problem accurately or completely. Significant information maybe omitted; opinion may have been confused with fact; or there may be a feeling that the information you want is too personal. Usually, it will help to first determine the cause of the customer’s emotional upset and sort it out. Ask the customer some leading questions to find out the cause of the problem. A customer who is allowed to “blow off steam” (within reason) may then become apologetic and ready to accept the help. A calm, confident manner is the best approach. When you do not respond with anger or rudeness to a customer’s emotional outburst, you have taken the first step toward solving the customer’s problem, whatever its nature. Frequently, a customer’s problem will be stated in terms of results desired. It is then up to you to identify the nature or cause of the problem and provide a satisfactory solution. You must be familiar with all areas of your rating in order to identify specific problems. You must also know where to look to find the answers. You should keep the contact as impersonal as possible and concentrate on the problem. Common Errors There are times when you will make mistakes at the contact point while handling a customer’s needs. These mistakes are normally a result of your negative attitude toward the customer, the customer’s problem, the Navy, or your job. This section describes these mistakes. Leaping to a conclusion means that, in your opinion, you already have enough facts upon which to base a judgement. As a result, you may ignore additional information provided by the customer. This tendency is often caused by a lack of concern for the customer and the desire to end the contact as quickly as possible. This may also occur because you have abetter knowledge of the supply field than your customer. You may assume that you know the customer’s needs before they are completely expressed. Jumping to conclusions often leads to misunderstandings. As a result, you may not provide correct service to the customer. Negative personal reactions may also occur towards the customer. You may exhibit adverse reactions to the person as a result of his/her appearance, speech, or attitude. Because of these reactions, you maybe unable to provide the quality service that the customer needs or deserves. Attitude is probably the easiest cause of adverse reaction to identify. When the customer is overbearing, cynical, or a smart aleck, it is difficult to maintain a professional manner. But you have to be professional to overcome the negative attitude and provide the needed service. Personal reactions may be mild and caused by unconcern or lack of interest, but can be deadly to customer satisfaction. Everyone possesses a feeling of self-worth. If you deny this worth by showing a lack of concern or interest, the customer may show the same attitudes toward the department and supply personnel as a defense. Your attitude toward the customer must not be influenced b y opinions formed as a result of the customer’s previous acts or attitudes. Stereotyping is forming a standardized, over- simplified mental picture of members of a group. A fixed or general pattern is attributed to all members of the group, disregarding individual, distinguishing qualities or characteristics. This implies that the person is no different from anybody else in the same group or category. This in itself is bad enough. But it is even more offensive when the person is placed in a category that you regard as “inferior,” and then reflect this opinion by your attitude. Language barriers result in unsatisfactory service to the customer. In a previous section of this chapter, we described the meaning of communication. It involves a 2-15