Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Front Office Associate (FOA) Training Level 1 Participant’s Guide ©2009, Miracle-Ear, Inc. 12693MANL Table of Contents Table of Contents Module 1 - The Role of the FOA ......................................................................................................... 3 Objectives ..................................................................................................................................... 4 Front Office Associate Roles and Responsibilities ................................................................................. 5 How the FOA Impacts the Success of the Store ................................................................................... 6 How the FOA Impacts the Success of the Customer ............................................................................. 7 Five Interpersonal Skills Required For Your Success ............................................................................. 8 The Four Components of Teamwork ................................................................................................ 10 Review of Module 1 ...................................................................................................................... 14 Module 2 - Providing Outstanding Customer Service ............................................................................. 17 Objectives ................................................................................................................................... 18 Providing Outstanding Customer Service .......................................................................................... 19 Customer Expectations.................................................................................................................. 21 Great Example from the Field ......................................................................................................... 22 Measuring Customer Satisfaction and the Net Promoter Score (NPS) .................................................... 23 Communication Tips for the Hearing Impaired .................................................................................. 25 Handling Customer Complaints and “The Gift” Approach..................................................................... 26 Review of Module 2 ...................................................................................................................... 30 Module 3 - Converting Calls to Appointments ....................................................................................... 33 Objectives ................................................................................................................................... 34 The Five Steps in Converting Calls into Appointments ........................................................................ 35 Step One – The Greeting ............................................................................................................... 36 Step Two – Assessing Wants & Needs.............................................................................................. 41 Step Three – Advising the Customer ............................................................................................... 43 Step Four – Gaining Agreement ...................................................................................................... 45 Step Five – Thanking & Confirming the Decision................................................................................ 48 Setting Appointments ................................................................................................................... 50 Review of Module 3 ...................................................................................................................... 52 Appendix..................................................................................................................................... 55 Module 4 - Driving Sales from the Front Desk ...................................................................................... 65 Objectives ................................................................................................................................... 66 Driving Sales from the Front Desk................................................................................................... 67 Review of the Five Steps ............................................................................................................... 69 Review of Module 4 ...................................................................................................................... 75 Module 5 - Working the Files ............................................................................................................. 79 Objectives ................................................................................................................................... 80 Working the Files ......................................................................................................................... 81 What is the Customer’s Status? ...................................................................................................... 83 Review of Module 5 ...................................................................................................................... 85 Module 6 - Hearing Loss and Hearing Aids ........................................................................................... 89 Objectives ................................................................................................................................... 90 Understanding Who Your Customer Is ............................................................................................. 91 Types of Hearing Loss ................................................................................................................... 92 Hearing Loss and Its Affect on Lifestyle ........................................................................................... 93 What Causes Hearing Loss? ........................................................................................................... 94 Hearing Aids ................................................................................................................................ 96 Review of Module 6 ...................................................................................................................... 97 ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 2 FOA Training Module 1 – The Role of the FOA Module 1 The Role of the FOA ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 3 FOA Training Module 1 – The Role of the FOA Objectives Notes Overview Module 1 defines the Front Office Associate role and how you will directly impact the store’s success and customers’ conversion and loyalty. The five interpersonal skills required as an FOA will be reviewed. This module will also cover teamwork and assist you in creating a team atmosphere and attitude. Goals Upon completion of this module, you will be able to: • • • • Describe Describe Describe Describe the the the the FOA roles and responsibilities. importance of a FOA in a store and with the customer. five interpersonal skills required for success. four components of teamwork. Follow Up • • • Meet with your Franchise Owner and/or Consultant to review your role and responsibilities on a regular basis. Work with the Consultant and/or other associates to ensure team meetings are being scheduled regularly. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 4 FOA Training Module 1 – The Role of the FOA Front Office Associate Roles and Responsibilities Notes While there are many roles and responsibilities for the FOA, we are focusing on the top five behaviors that make a successful FOA. 1. Displaying Excellent Customer Service to Our Customers The Front Office Associate (FOA) is the first point of contact for potential customers or existing customers. You also represent the first step (Acknowledging and Greeting the Customer) in the Miracle-Ear Experience™. FOAs demonstrate excellent customer service by exceeding our customer’s expectations. Excellent customer service is the key to gaining new customers as well as retaining our current customers. 2. Converting Calls to Appointments FOAs play a very important role in converting calls into appointments. The FOA responds to questions regarding local advertising/marketing campaigns as well as general inquiries about our service and/or products. FOAs support the mission of Miracle-Ear® by demonstrating excellent customer care, incorporating telemarketing and customer retention calls as needed. 3. Meeting the Customer’s Needs and Delivering Solutions FOAs demonstrate professionalism by building trust, meeting needs and delivering solutions. You build trust by sharing your knowledge and helping direct the customer to the path of better hearing. You may be asking yourself, “How do I meet the needs and deliver these solutions?” The answer is easy – you are a “gatekeeper” into your office where their needs will be accessed and solutions will be delivered. 4. Ensuring a Smooth Office Flow - Teamwork FOAs coordinate customer appointments while ensuring a smooth and efficient office flow. Being a team player is crucial in this role. FOAs support the staff by scheduling/confirming appointments and handling administrative processes. The FOA provides the forms to customers and sets up the video, What to Expect, for them to watch to ensure customers know what will happen during their appointment. 5. Performing Over-The-Counter Sales Another area of an FOA’s role is over-the-counter sales. FOAs check customers in and out, collect and record payments, track revenue and accounting activities to include: end-of-day close, bank deposits, posting of charges, payments and insurance information. They balance accounts daily, weekly, and monthly and report to the appropriate administrative office. You will also sell batteries, assistive listening devices (ALDs) and other over-the-counter products. Please see your Franchise Owner or Consultant for specific protocol and responsibilities. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 5 FOA Training Module 1 – The Role of the FOA How the FOA Impacts Notes the Success of the Store You are critical to the success of the store. Your Consultant and Franchise Owner depend upon: • • • Your ability to communicate and represent the office professionally. Your ability to generate revenue by converting calls into appointments, by selling over-the-counter products and by following up on all marketing activities. Your organizational skills to keep the office running smoothly without interfering with customer service. Let’s take a look at each one in more detail. Communicate and Represent the Office Professionally You are the initial contact (in person or over the telephone) for all new and current customers. You are responsible for creating a positive impression with that customer and his or her friends and family. You are also the first step in the Miracle-Ear Experience™. By greeting customers and making them feel comfortable, you set the stage for their appointment. Generate Revenue FOAs play a very important role in revenue generating activities. These activities fall into three different categories. • Calls – Converting incoming calls to appointments, answering inquires on marketing campaigns, asking open-ended questions to determine customer needs. • Over-the-counter sales – Demonstrate and sell assistive listening devices (ALDs), batteries and other over-the-counter products. • Follow-up Marketing – Making telemarketing phone calls, grassroot marketing/mailers, following up on general inquires. Organizational Skills You play a vital role in keeping the office running smoothly while maintaining excellent customer service. You are your Consultant’s “right-hand person”, providing support in all requested functions. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 6 FOA Training Module 1 – The Role of the FOA How the FOA Impacts Notes the Success of the Customer The customer who is seeking help with their hearing loss depends upon: • Your ability to communicate. • Your knowledge of the hearing profession. • Your ability to get him/her to book an appointment when necessary. Whether or not he/she will be able to resolve his/her hearing problem depends, in a large part, on YOU! • Your ability to put customers at ease as they arrive for their appointments by getting them the right forms and having them watch the What to Expect video. Ability to Communicate FOAs are the key person in the customer’s path to problem solving. Customers or potential customers are calling you because they want help! Your ability to actively listen and to ask needs-based questions is essential to understanding each request. Customers or potential customers are coming to you for guidance and solutions to their hearing needs. Communicate Knowledge of Hearing Profession When customers call your office, by gathering and analyzing the information they are giving you, you are able to direct the customer to the correct path or solution. You are the gatekeeper to providing solutions for the customer. Your knowledge of the hearing profession will increase your success with the customer. Book an Appointment Converting calls into appointments is your number one priority. FOAs are able to have the customer come into the office for an appointment when necessary. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 7 FOA Training Module 1 – The Role of the FOA Five Interpersonal Skills Required For Your Success Notes What is the one skill required of almost every job? Good interpersonal communication skills. If you look at any job posting, almost every time you will notice that it requires “good interpersonal skills” or “good communication skills”. How do you excel in these required skills? You excel in anything by learning, utilizing and putting them into practice as often as possible. One fact about these skills is that these are learned behaviors and attitudes. It takes time to understand what these skills mean and how you can put them into practice. These are just a few of the interpersonal skills required as an FOA. Customer Service-Oriented FOAs must see the customer as their number one priority throughout the day. Customer service-oriented FOAs have satisfied customers and will do whatever it takes to take care of the customer. Good Listener A good listener is someone who listens actively to what’s being expressed, while not talking over the person. Listening and gathering information is key to determining wants or needs of the customer. Organized An FOA must maintain organization at all times. To have a smooth customer flow it takes organization and pre-planning at times. Your organization skills can impact customer care, as well as efficient office flow. Professional Presenting a professional attitude with the customers, as well as other co-workers or associates, is a required behavior in the workplace. Being courteous and polite to others is a sign of professionalism. Empathetic Showing empathy or being empathetic is being able to recognize and acknowledge a person's emotional state of mind. Showing empathy with a customer allows you to be more understanding about the situation, not judgmental. Your ability to "put yourself into their shoes," is important in understanding their situation. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 8 FOA Training Module 1 – The Role of the FOA What other skills/strengths do you have? Notes While we discussed the top five interpersonal skills that will ensure success as an FOA, there are many other interpersonal skills that you may also have. Circle two additional skills/strengths and share an example of you displaying this in your past work experience. Enthusiastic Dependable Energetic Problem-solver Understanding Team player Leader Loyal Solution oriented Builds rapport easily Customer Able to multi-task Motivated Positive Harmonious 1. _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ 2. _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 9 FOA Training Module 1 – The Role of the FOA The Four Components of Teamwork Notes An important part of your success and the success of your office is working well with the Consultant and working together as a team. The four components of teamwork that will enable your office to be successful are: • • • • Having a shared mission. Regular communication with your Consultant. Respecting one another’s role in the store. Having regularly scheduled team meetings. Having the Same/Shared Mission Team players have a shared mission and are highly motivated to combine their energy and expertise to achieve a common objective. Teamwork is the sharing of information between individuals who are striving towards the goal – TOGETHER. Regular Communication with Consultant Communication is a two-way street and vital to your success. People who regularly communicate are more likely to do the things necessary to be successful. Daily Communication • • • Take Five: Informally meet with the Consultant for five minutes at the beginning of the day in order to review expectations for the day. Discuss the upcoming appointments that day and share any conversations you had with specific customers so that the Consultant can address their needs. Ongoing communication throughout the day is crucial to a smooth office flow as well. Any appointments added onto the schedule need to be communicated to the Consultant. If you feel you need more direction or instruction with a specific task, work together to iron out the process. Be open to suggestions. Teamwork: Simply stated, it is less me and more we. - Unknown ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 10 FOA Training Module 1 – The Role of the FOA Respecting One Another’s Role within the Store Notes The Consultant role and the FOA role intertwine in regards to providing excellent customer care and satisfaction. Though they are very different roles, they are both critical to the success of your office and most importantly the customer. Respecting one another in the work environment plays into your success greatly. Demonstrating respect is simple, but can be powerful. These ideas will help you avoid the needless acts of disrespect that can take away from productivity and contentment in the workplace. • • • • • Treat people with courtesy and kindness. Encourage dialogue within the store to express opinions and implement new ideas. Be open to new ideas and suggestions. Listen to what others have to say. Never speak over or cut off another person. Include everyone in your store for meetings or discussions. Praise more frequently than you criticize. Remember to recognize the positive actions or behaviors that you see from one another. Regularly-Scheduled Team Meetings It’s also important to meet on a more formal basis with the other staff in your office. Review the checklists on the next page on a regular basis and discuss your role in the interaction with customers. The checklists will give focus and direction for your meetings. These formal meetings are a five-step process. • • • • • Hand out checklists at the beginning of the meeting. Review each bullet point, and ask, “What could we do better for each point?” Brainstorm ideas for improving specific items on the checklist. Establish goals for improvement and review at next meeting. Wrap up on a positive note - don’t forget to talk about your successes as well! Your Definition of Teamwork – It’s Your Turn! We discussed teamwork at length in the above section. Take a moment and define what teamwork means to you and how you can be an important part of the team. My definition of teamwork is: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 11 FOA Training Module 1 – The Role of the FOA Office Checklist Physical Environment of Office: Description Reception area is clean Yes No Comments Current educational reading material Refreshments (Fresh coffee) Current brochures available Office is free of clutter Display area is clean/has current items Pre-Appointment Interaction: Description Greeting was warm/professional and included FOA name Yes No Comments Questions were answered appropriately Asked for a 3rd party/companion Reminder to bring any paperwork needed Gave clear directions to the office Called to confirm appointments Called no-shows or cancellations back ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 12 FOA Training Module 1 – The Role of the FOA Office Checklist Pre-Testing Communications: Description Greeted promptly upon arrival Yes No Comments Greeting was warm/professional Had intake forms ready for customer to complete (Hearing Quotient, Customer Confidential Record, HIPAA) Showed What to Expect video Appointment starts on time Chart and paperwork needed for appt was ready for Consultant Personally check on customer when appointment does not start on time Keeping customer informed of delays Post Purchase/Appointment Experience: Description Make follow-up appointment Yes No Comments Quick checkout Thanking the customer Consultant calling customer within 24-48 hours following the delivery Consultant/FOA sending hand-written thank you card ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 13 FOA Training Module 1 – The Role of the FOA Review of Module 1 Notes You should now be able to do the following: • Describe the role and responsibilities of an FOA. Displaying excellent customer service Start the Miracle-Ear Experience™ Converting calls to appointments Meeting customer needs and delivering solutions Ensuring smooth office flow - teamwork Performing over-the-counter sales • Describe how an FOA impacts the success of the store. Communicate and represent the office professionally Generate revenue Organizational skills • Describe how an FOA impacts the success of the customer. Ability to communicate Communicate knowledge of the hearing profession Book an appointment • List five interpersonal skills required. Customer service oriented Good listener Organized Professional Empathetic • Describe the four components of teamwork. Having the same/shared mission Regular communication with Consultant Respecting one another’s role Regular team meetings ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 14 FOA Training Module 1 – The Role of the FOA Check Your Understanding Review the following questions and choose the best answer(s). The correct answers are on the following page. 1. Choose all the roles and responsibilities of a FOA. a. Excellent customer service b. Convert calls to appointments c. Sell hearing aids d. Meet customer’s needs and offer solutions e. Ensure the office runs smoothly f. Over-the-counter sales g. Start the Miracle-Ear Experience™ 2. The first representation of Miracle-Ear® that a customer would typically encounter would be: a. The Consultant b. The FOA c. A nurse d. Franchise Owner 3. Select all that apply. The FOA is important to the success of the store and depends upon your ability to: a. Fit hearing aids when the Consultant is not available b. Communicate with the customers and represent the office professionally c. Assist in generating revenue d. Keep the office running smoothly while maintaining customer service 4. Select all that apply. The FOA plays a significant role in helping people with their hearing loss needs: a. By listening to customers and offering solutions b. Communicating knowledge of the hearing profession to the customer c. By repairing hearing aids d. By booking appointments 5. Select all of the following interpersonal skills that are needed to get the job done successfully. a. Customer-service oriented b. Unreliable c. Good listener d. Organized e. Professional f. Empathetic 6. Select all of the traits that make up a successful store. a. Having the same/shared mission b. Regular communication with Consultant c. Respecting each other’s role d. Redecorating every year to keep up with the latest trends e. Reviewing checklists and identifying areas that are going well and/or areas that need improvement 7. Select all that apply. Regularly-scheduled team meetings: a. Are a waste of time because we work together daily b. Help establish goals c. Assist team members in recognizing one another’s strengths d. Promote open communication ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 15 FOA Training Module 1 – The Role of the FOA Check Your Understanding Answers 1. 2. 3. 4. 5. 6. 7. a, b b, a, a, a, b, b, d, e, f, g c, d b, d c, d, e, f b, c, e c, d ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 16 FOA Training Module 2 – Providing Outstanding Customer Service Module 2 Providing Outstanding Customer Service ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 17 FOA Training Module 2 – Providing Outstanding Customer Service Objectives Notes Overview Module 2 will focus on providing outstanding customer service. We will also be looking at what our customers expect from Miracle-Ear®. Measuring customer satisfaction and the Net Promoter Score (NPS) is another important component of Module 2. As an FOA, there are important communication tips to remember when dealing with our customers. Lastly we will cover the ups and downs of customer complaints and how we can change our belief about customer complaints and turn those into a “gift”. Goals Upon completion of this module, you will be able to: • Describe the top four behaviors in providing outstanding customer service. • List the top three customer expectations. • Describe the Net Promoter Score and its importance. • Utilize communication tips for talking to the hearing impaired. • Use an eight-step process to handle customer complaints and view them as a gift. Follow Up • Role playing scenarios in your store will help establish a sense of confidence in dealing with customers. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 18 FOA Training Module 2 – Providing Outstanding Customer Service Providing Outstanding Customer Service Notes “A customer is the most important visitor on our premises. He is not dependent on us – we are dependent on him.” Unknown Providing outstanding customer service to our customers is our number one priority. Our customers’ satisfaction with our products and services will relate directly back to their experience with you! Sound like big shoes to fill? Yes, it can be at times. Defining outstanding customer service is sometimes a difficult task because the list can be endless. We are going to focus on the top four behaviors that you must exhibit in dealing with customers. Responsiveness When our customers come to us, they are looking for us to respond to their needs. Timeliness is important when you may have customers waiting to be taken care of. Your responsiveness to customers in the waiting room is part of providing outstanding customer service. Keeping customers informed of appointments that are delayed is important. If your Consultant is running behind, apologize to the customers and let them know they will be seen as soon as possible. Responsiveness goes beyond the waiting room. It plays into your interaction with customers on many levels; from calling them back when you said you would or mailing batteries to them. The key here is to make sure that you will fulfill the promises that you are making to the customers. If you say you are going to do something – you need to ensure that it’s fulfilled. Commitment In Module 1, we touched on you and your Consultant having the same mission or commitment in helping the customers and this also plays a part in providing outstanding customer service. In a portion of the Company’s mission/value statement, it refers to our commitment to quality and continuous improvement through all aspects of our business. Your commitment to helping customers, guiding and reassuring them through this process is invaluable. Reliability Reliability in any business also gains trust. Do customers come into your office and know that they can rely on your services? Do they know you will do what you said you would do? Did the hearing aid come into your office when you said it would? This is how our customers measure our reliability. We create expectations for our customers with every contact we have with them. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 19 FOA Training Module 2 – Providing Outstanding Customer Service Reassurance Notes Reassurance is being able to restore customers’ confidence and shows them confirmation about their decision or action. This behavior helps ease their insecurity about making decisions regarding their hearing health. Example: “Mr. Norton, I can assure you that you will not be disappointed and am confident that we’re headed in the right direction to assist you in your hearing needs.” ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 20 FOA Training Module 2 – Providing Outstanding Customer Service Customer Expectations Notes We all have expectations in every avenue of our life, whether we are dealing with a spouse, a car repair shop or a physician, we have pre-determined expectations in our head. Likewise, our customers have expectations that they are looking for us to fulfill. While our customers may have a variety of expectations of the products and services that we provide, we are going to focus on the top three. Help in Solving Their Problems Whether customers call you on the phone or walk into your location – they are counting on you to help solve their problems. They have taken the first step in hearing health and now it’s your turn to help deliver the solutions. FOAs play such an important part in this process. You are the first person that customers encounter. You gather information from them to help solve the issues. You then communicate or share your interactions with the Consultant to ensure those customers’ needs or expectations are met. Someone They Can Trust Building customers’ trust takes time and you do not just earn it when they walk through your door for the first time. Customers rely on your word and the promises that you make. Trust is built through integrity and consistency in the relationship. Once you have established a relationship with the customer and the outcome is positive, you are building on the customers’ trust in you and your services. Quality Products and Services Our customers have the expectation of quality products and services – this is a given! Just as if you were in the market for a new digital camera, you want quality and you want good service. We need to ensure that we are delivering quality products and services. The FOA ensures great service by being responsive, committed, reliable and reassuring. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 21 FOA Training Module 2 – Providing Outstanding Customer Service Great Example from the Field Notes We asked for some real life examples from the stores and had a great response. Here is one that shows outstanding customer service. Example of Reassurance Mrs. Smith was a new customer and had just purchased new hearing aids for the first time. After the delivery and checkout at my counter, I reassured her that we would be available to answer any questions she may have and that she would be fit into the schedule if there were problems before her next check-up. Her response was, "I hate to be a bother." FOAs must be keen to pick up signals from the customer and Consultant on customers who will need extra care and reassurance. Since she reported some discomfort, we fit her in the schedule. When leaving, Mrs. Smith seemed worried and again expressed her fear of becoming a pest. It took honest interest to speak to her at every opportunity to assure her what she is experiencing is not unusual, but is normal. At each visit I took the time to get up from behind the counter and sit with her, reassure her and listen to her. We worked closely with her and with time, she was just thrilled with the new hearing experiences she had been missing. We received thank you cards from Mrs. Smith and her family. What behaviors do you see in this example that you can exhibit? • ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 22 FOA Training Module 2 – Providing Outstanding Customer Service Measuring Customer Satisfaction and the Net Promoter Score (NPS) Notes Importance of Measuring Customer Satisfaction Measuring customer satisfaction is valuable because it’s our communication tool with our customers and it gives us information on how we are doing in our customers’ eyes. Listening to our customers is how we continue to improve upon our products and services. By measuring our customers’ satisfaction we can hold on to our current customers and it enables us have a clear understanding of how to better attract new customers and promote our business. Customer Satisfaction Survey Cards Miracle-Ear® measures our customer satisfaction and loyalty by mailing survey cards out six months after a new delivery. These cards provide vital information about their “Miracle-Ear Experience™”. Several questions on the Customer Satisfaction Survey ask about different aspects of our service. The first question asks if the receptionist was warm, friendly and professional. Customer answers to this question help identify where improvement may be needed. The Most Important Question The single most important loyalty question on the card is question 8: “If a friend asked for advice, how willing would you be to recommend the services of this office?” Respondents are categorized according to their answer to this question. • • • Promoters Rating of 9 or 10 Loyal enthusiasts, likely to buy again from us Will refer other to us Passives Rating of 7 or 8 May buy again from us (but could be enticed away) Unlikely to influence others Detractors Rating of 0 to 6 Unlikely to buy again from us Likely to discourage others from buying from us This methodology is used by a wide variety of companies around the world. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 23 FOA Training Module 2 – Providing Outstanding Customer Service Promoters Passives Detractors Net Promoter Score This is a simple yet meaningful way to measure the strength of our relationship with our customers. Net Promoter Score (NPS) is the percentage of Promoters, minus the percentage of Detractors. Conceptually, the damaging influence of a Detractor offsets the beneficial effects of a Promoter. What remains are the Net Promoters. NPS indicates the degree to which we have earned repeat and referral business. This represents the strength of the Miracle-Ear® brand, your office and the likelihood of future success. NPS is the essence of our success in achieving customer satisfaction and loyalty. Results from Surveys Results will be calculated quarterly as well as yearly and shared with the Franchise Owner. What Can I do to Ensure Customer Satisfaction? Make each customer’s experience a memorable one! It starts with that initial encounter with you, whether over the telephone or face to face. Ensure that every customer contact you have is warm, friendly and professional. Let’s make “Promoters” out of every customer that we come into contact with! ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 24 FOA Training Module 2 – Providing Outstanding Customer Service Communication Tips for the Hearing Impaired Notes People with hearing impairments must concentrate more than normal hearing people, so it’s imperative that you utilize great communication skills. SOLERS Great communication begins with “SOLERS”. This is a helpful way to remember the essential behaviors when greeting or communicating with your customers. S O L E R S – – – – – – Squarely face the customer Open posture (do not cross arms) Lean forward slightly Eye contact (look the customer in the eye) Relax Smile! Face-to-Face Communication When communicating with a hearing impaired person it is very important to face him/her directly. People who are hearing impaired at times rely on their sight to help understand you. They watch facial expressions, gestures, and even try lip reading at times. You may even need to make the person aware that you are speaking to them by gently touching their arm. Avoid speaking from another room. Avoid Background Noise Avoid background noise - this is very distracting. If you have a busy waiting room with customers coming in and out, you may need to approach customers to ensure you have their attention and speak to them face-to-face. You may also need to step away from the noise or take them into another room. Speak Clearly Speaking clearly and at a normal tone is helpful. Shouting or exaggerating your words will not help the situation. Proper enunciating of words can be beneficial. Do not chew gum or put your hand in front of your mouth when speaking. When something is not heard or understood, rephrase your sentence. Do not continue repeating the same words. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 25 FOA Training Module 2 – Providing Outstanding Customer Service Handling Customer Complaints and “The Gift” Approach Notes Handling difficult situations is not pleasant at times – but hold on to your seat! Difficult customers or situations can be a “gift”! Believe it or not these can be positive learning experiences that can help you improve your processes, meet needs that you were not aware of, pinpoint breakdowns and help prevent making the same mistake twice. As much as we try, mistakes are going to happen. They are not always in our control. The following eight steps will assist you in changing your mindset about complaints and how they can be beneficial to your business. The eight steps are from the book: “A Complaint is a Gift: Using Customer Feedback as a Strategic Tool” by Janelle Barlow and Claus Moller (Berrett-Koehler Publishers, 1996). 1. Say “Thank You” Saying thank you starts the conversation on a positive note versus one that could evolve into a more negative one by trying to place blame or trying to figure out if the complaint is legitimate. Saying thank you puts everyone at ease so that you can further investigate and figure out a resolution. Body language also plays a role in saying thank you – make sure you look the person in the eye, smile and most importantly be sincere. 2. Explain Why You Appreciate the Complaint Once you say “thank you”, follow that up with why you are thankful for the complaint. For example: • • “Thank you for letting us know. We definitely do not want this to happen again. We need to reevaluate this process and prevent this from happening again.” “Thank you for calling this to my attention, I’m so glad that you told me so I can be more aware of this.” Starting off with a sincere thank you and telling customers why you appreciate the complaint is the key to building rapport when they are upset. Any walls that have been created are immediately knocked down. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 26 FOA Training Module 2 – Providing Outstanding Customer Service 3. Apologize for the Mistake Notes Typically when people are complaining or are upset about a service or product they have received, our first reaction is to apologize. But as you can see from the first two steps, apologizing is the third step in this process. A sincere apology acknowledges that the incident or situation was not handled appropriately or that something did not go right in our customers’ eyes. Blaming others or fingerpointing will not resolve the issues. For example: • “Thank you for notifying me, I’m glad that it was brought to my attention so that the mistake can be corrected. I apologize that this happened.” 4. Promise to Do Something about the Problem Now that you’ve thanked the customer and apologized for the mistake, it is now the time to “do” something about the problem. For example: • “I’m going to do my best to resolve this issue as soon as possible. I will discuss this with the Consultant and we will research why this happened.” 5. Ask for Necessary Information Gathering pertinent information about the problem is also necessary. You have to figure out where things went wrong. You cannot fix a problem when you do not know all the facts. For example: • “What is the correct shipping address?” 6. Correct the Mistake – Promptly Correcting the mistake promptly and to the customer’s satisfaction will give the customer a sense of care and concern about the issue. • “Now that I have the correct shipping address, I’ll change it in my system.” 7. Check Customer Satisfaction At this point you want to ensure that you and the customer are on the same page and that the resolution is agreed upon by both parties. Restating how you are going to resolve the issue and ensuring the customer has complete understanding of the resolution is vital in this part of the process. • “Mr. Simantel, I will correct the shipping information is our system, I will then express mail you a new carton of batteries today, along with a copy of your invoice. Will this be a good solution to the problem?” ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 27 FOA Training Module 2 – Providing Outstanding Customer Service 8. Prevent Future Mistakes Notes Look at system breakdowns, miscommunications or errors that can be prevented to ensure future customer satisfaction. Repeating the mistakes on a continual basis is not efficient and will definitely have negative effects on your customer satisfaction level. Ask yourself, “What could be done differently? Did I handle this appropriately?,” etc. Give yourself some honest answers and you will be able to find those problem areas. This is also something that you can share with the upset customer. For example: • • “In the future, we will ship your package on the first of the month to ensure delivery is on time.” “We changed our process for handling repairs that are coming into the office to ensure that customers are notified immediately when the hearing aid is ready.” By using the eight steps above, you are on your way to creating loyal customers. Once you institute the belief that complaints can be a gift, you will have a loyal group of people sharing the good news of how you corrected the issue/problem. When we exceed our customer’s expectations, they are more willing to recommend your office to other family and friends. Word of mouth travels faster and at times can be more effective than regular advertising efforts. We are always looking for “promoters” of our business! Remember: “A Complaint is a Gift” – but viewing it as “a gift” starts with you! ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 28 FOA Training Module 2 – Providing Outstanding Customer Service Practice Makes Perfect Notes With your newly acquired knowledge in dealing with complaints, how would you handle this? Read the customer scenario below. Keeping the eight-step approach in mind, describe the eight steps that you would implement so that you can turn this complaint into a “gift”. Mr. Daly, a customer at the store for many years, has come to the office for a minor repair on his hearing aid. The hearing aid needs to be shipped out for repair. Due to the holidays approaching, the FOA and Consultant are under the gun to get the hearing aid shipped out and repaired before Mr. Daly leaves the state for an extended holiday with family. The office staff ensures him that the hearing aid will be shipped and will return to their office on Monday. He will be leaving on Tuesday for vacation. The FOA does not follow up on the repair on the previous Friday to ensure delivery for Monday. She had such a busy day, she had forgotten to call and check on delivery status. Monday comes around and the hearing aid is not in the office when their shipments arrive. Before the FOA can contact the customer he is already on his way for his pick-up appointment. The FOA calls the manufacturer for delivery status and the hearing aid is not expected until Tuesday (the day the customer leaves for vacation). Upon hearing the news that the hearing aid is not in the office, Mr. Daly is upset and demands to know why the hearing aid has not arrived when the office staff ensured him of a timely delivery. Write out your eight-step process and turn this into a “gift”. 1. ____________________________________________________________ ____________________________________________________________ 2. ____________________________________________________________ ____________________________________________________________ 3. ____________________________________________________________ ____________________________________________________________ 4. ____________________________________________________________ ____________________________________________________________ 5, ____________________________________________________________ ____________________________________________________________ 6. ____________________________________________________________ ____________________________________________________________ 7. ____________________________________________________________ ____________________________________________________________ 8. ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 29 FOA Training Module 2 – Providing Outstanding Customer Service Review of Module 2 Notes You should now be able to do the following: • Describe the top four behaviors in providing outstanding customer service. Responsiveness Commitment Reliability Reassurance • List three customer expectations. Help in solving their problems Someone they can trust Quality products and services • Recognize the importance of measuring customer satisfaction using the Net Promoter Score (NPS). Promoters Passives Distractors • Speak to the hearing impaired using new communication skills. Use SOLERS Face-to-face communication Avoid background noise Speak clearly • Use an eight-step process to handle customer complaints and view them as a gift. Say thank you Explain why you appreciate the complaint Apologize for the mistake Promise to do something about the problem Ask for necessary information Correct the mistake-promptly Check customer satisfaction Prevent future mistakes ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 30 FOA Training Module 2 – Providing Outstanding Customer Service Check Your Understanding Review the following questions and choose the best answer(s). The correct answers are on the following page. 1. The top four behaviors that would enable you to provide great customer service are: a. Responsiveness b. Commitment c. Judgmental d. Reliability e. Reassurance 2. What three expectations do your customers have of you? a. Help in solving their problems b. Someone with a sense of fashion c. Someone they can trust d. Quality products and services 3. The “Customer Satisfaction Survey” card categorizes their responses into three categories, circle the three correct categories: a. Passives b. Detractors c. Prospects d. Promoters 4. Choose the top three communication techniques in communicating with the hearing impaired. a. Face–to-face communication b. Avoid background noise c. Speak from another room d. Speak clearly 5. Choose the first three steps in resolving a customer complaint. a. Change process in office to prevent future mistakes b. Thank them c. Apologize d. Show appreciation ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 31 FOA Training Module 2 – Providing Outstanding Customer Service Check Your Understanding Answers 1. 2. 3. 4. 5. a, a, a, a, b, b, d, e c, d b, d b, d c, d ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 32 FOA Training Module 3 – Converting Calls to Appointments Module 3 Converting Calls to Appointments ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 33 FOA Training Module 3 – Converting Calls to Appointments Objectives Notes Overview Module 3 covers excellent phone etiquette and provides a complete overview of the five-step process in converting a call into an appointment as well as providing a complete description of the standard appointment types. Goals Upon completion of this module, you will be able to: • Describe the five-step process of converting calls. • Explain how to answer and respond to general telephone inquiries. • Describe the eleven standard appointment types. Follow Up • • Use the scripts located in the Appendix section to further develop the five-step process. (Script, FAQs, Successful Appointment Setting: Start to Finish and the Five Phone Guidelines) Consultant/manager – take the time to regularly evaluate the FOA on telephone calls and afterwards discuss improvements that can be made. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 34 FOA Training Module 3 – Converting Calls to Appointments The Five Steps in Converting Calls into Appointments Notes The steps that are used to convert incoming and outgoing calls into appointments can be broken down into five basic components. You must practice to learn and master these steps, but it is worth the effort. As you become more skilled and confident in using these steps, you will become more successful at converting calls into appointments. We will go into more detail of each step on the following pages. Step One – The Greeting • • • • Encourage customer interaction Develop a person-to-person relationship Build rapport Set a positive and pleasant mood Step Two – Assess Wants and Needs • • • Ask open-ended questions Determine the customer’s wants and needs Determine the service or products based on needs Step Three – Advise the Customer • • To establish the value of your services By demonstrating your knowledge, you will create a desire in the customer/potential customer to make an appointment Step Four – Gain Agreement • Overcome any objections in booking an appointment Step Five – Thank the Customer and Confirm Decision • • • Reinforce the decision by thanking the customer Confirm appointment time Explain what to expect ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 35 FOA Training Module 3 – Converting Calls to Appointments Step One – The Greeting Notes The greeting is a very important part of the five-step process because this is where you are making that first impression. First impressions are everything in a customer service-oriented business. This is also where you play a vital role in building rapport and encouraging person-to-person relationship. So whether in person or over the telephone, you create the atmosphere for the customer/potential customer, starting with the greeting. Refer to the script in the appendix at the end of the module. Guidelines for a Telephone Greeting Make sure you answer the phone promptly…within three rings or less. Greet the caller courteously, state a greeting (i.e. hello, good morning), the name of the office, and your name, and ask how you can be of assistance. Show enthusiasm by smiling when you speak (remember SOLERS from Module 2?). “Good morning. Thank you for calling Miracle-Ear®. This is Jane. How may I help you?” When appropriate during the conversation, ask the caller for his name, address and phone number. Use the caller’s name throughout the conversation. Refer to the customer as Mr. /Mrs. /Ms. unless he/she gives you permission to use his/her first name. Listen to each person’s needs and concerns with genuine empathy. If you know you have to put the caller on hold, make sure that you ask before you do it. If you are going to place them on hold longer than 30 seconds, ask the caller if you can return their call. Ensure that you have the caller’s name and number and let him/her know you will call back within a specific time frame, and then make sure to follow through with the call back when you said you would. “Good morning. Thank you for calling Miracle-Ear. This is Jane. I’m currently on another line, can you hold, please?” …don’t forget to wait for an answer! Prioritize your calls. Calls from vendors or other employees are a lower priority than calls from your customers. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 36 FOA Training Module 3 – Converting Calls to Appointments Check your answering machine/voice mail frequently to ensure it is working properly. Listen to all messages and erase old messages to ensure that the customer who calls after hours can leave a message. The greeting you use on your recorded message should be as professional as the one you use during the day. Notes “Hello. Thank you for calling Miracle-Ear®. We are sorry to miss your call. Our normal hours are 8-5 Monday through Friday with weekend appointments available upon request. If you are calling during normal business hours, we are currently with another customer. Please leave your name and telephone number after the tone and we will call you back as soon as we are able. Thank you for calling and have a nice day.” Also, ensure that you follow-up/call back anyone who has left a message within the same day. Voice Quality Voice quality is comprised of several components: tone, inflection, pitch, rate and volume. They all play an important part when speaking to customers/potential customers. The following are brief descriptions of each component. • • • • • Tone – Expresses feeling or emotion Inflection – Emphasizes words or syllables to enhance a message Pitch – How low or deep your voice is Rate – The words spoken per minute Volume – How loud or soft your voice sounds Your tone and inflection in your voice sets the mood for the conversation. Make sure that your tone is positive and upbeat. This avoids sounding monotone on the telephone. Use emotion while speaking and you will be surprised how people will be drawn to your voice. Pay careful attention to the rate of words you speak. You do not want to speak too fast or run your words together. In speaking with the hearing impaired, it’s also important to speak at a normal volume. At times volume may need to be slightly louder - being careful not to yell into the phone. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 37 FOA Training Module 3 – Converting Calls to Appointments Guidelines for Face-to-Face Conversation Notes It is important that you acknowledge all customers/potential customers quickly, within 30 seconds or less. Even if you are on the phone, you can acknowledge the customer by nodding your head, making eye contact, smiling or raising your hand and giving a quick wave. Have you ever experienced walking into a business/office and no one looks up or acknowledges you? Do you remember the feeling that it gave you? This is not a pleasant feeling for anyone to encounter and can build frustration levels for our customers/potential customers. In the previous module, “SOLERS” was introduced. Again, when having a face-toface conversation, focus on the following guidelines when speaking with a customer. As we discussed in Module 2, many of the behaviors in SOLERS work even when you are on the phone. SOLERS IN ACTION • • • • • • S– O– L – E– R– S– Squarely face the customer Open posture (do not cross arms) Lean forward slightly Eye contact (look the person in the eye) Relax Smile! ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 38 FOA Training Module 3 – Converting Calls to Appointments Small Talk is a Big Thing Notes Small talk can be very beneficial for those customers who are visiting your office for the first time or for returning customers. The purpose of small talk is to put the customer at ease and make them feel welcome in your store. Keep in mind customers visiting your office for the first time can feel anxious. Any small thing you can do to ease their anxiety will go a long way in breaking down barriers – especially for first time appointments. Not everyone wants to engage in small talk so make sure to pay attention to the customer’s body language. Here are some examples in making small talk: • • • Using compliments: “I like your jacket. That color is great on you.” or “I noticed that you are wearing your hair different, it looks nice.” Weather: “That was some storm last night. Were you affected by it?” Sports/travel/grandchildren: “How was your trip to Arizona with your daughter?” or “Are you still playing bingo every Thursday morning?” By listening to the customers you will be surprised about the things they tell you about themselves. Small talk is important in building a relationship with the customer. This also will play a big part in customer loyalty. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 39 FOA Training Module 3 – Converting Calls to Appointments Professional Responses for General Telephone Inquiries Notes There are times when customers or others may call your store. They may be asking for your Consultant or someone else in your store. Words are very powerful and you always want to ensure a professional response whatever the situation is. Here are some examples of proper responses. What You Mean: Tell the Caller: "He is out." "He is not in the office at the moment. May I help you?" "I don't know where he is." "He has stepped out of the office. May I help you?" "He is in the men's "He has stepped out of the office. May I help you or would room." you like to leave a message?” "He hasn't come in "I expect him shortly. May I help you or would you like to yet." leave a message?” "She took the day off." "She is out of the office for the day. Can someone else help you or I would be happy to take a message?” "He doesn't want to be "He is unavailable at the moment. May I help you or disturbed." would you like to leave a message?” "She is busy." "She is unavailable at the moment. May I help you?” ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 40 FOA Training Module 3 – Converting Calls to Appointments Step Two – Assessing Wants & Needs Notes Step two in the process is assessing your customer’s wants and needs by asking open-ended questions to determine what type of service or product you can recommend. To assess needs, you must ask questions to determine the customer’s wants and desires. It is one of the most important steps in the appointment setting process. The information you discover can help you convert a call into an appointment or aid in selling an ALD or other ancillary product that can improve the customer’s quality of life. There are two goals of the needs assessment process: 1. 2. To develop the customer’s trust. To determine the customer’s wants and needs. It is by determining your customer’s wants and needs that you will have the opportunity to develop the customer’s trust in you. Your customers commit to making an appointment or purchase for two reasons: they trust you and they see value in the service or products you recommend. Trust is established during the needs assessment process. Asking probing questions and listening to your customer’s answers are as important as asking the questions. Customers will begin to trust you when you show that you are listening and care about what they are saying. You will need to establish an appropriate questioning path. Your listening skills will determine what questions to ask and when to ask them. Here are some examples of open-ended questions. • • • • • • • • How did you hear about Miracle-Ear®? What prompted your call today? Is this appointment for you or a family member? Who will be coming with you? When would be a convenient time for you to come in together? How long ago did you have your hearing checked? What type of trouble are you experiencing with your hearing aids? Can you tell me more about that? As you develop rapport with the person to whom you are talking, you will find that sometimes they will give you some of the information you seek without having to ask anything. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 41 FOA Training Module 3 – Converting Calls to Appointments Here is an example of assessing a customer’s wants and needs: FOA: “Good morning. Thank you for calling Miracle-Ear®. This is Mary. How may I help you?” Caller: “I want some information on your hearing aids.” FOA: “I would be happy to provide some information for you. Are you calling for yourself or another family member?” Caller: “I’m calling for myself.” FOA: “Ok, great! I’m happy to see that you are calling us today. Do you currently wear hearing aids?” Caller: “No, but my family thinks I need them and I realize that I am having difficulty hearing...” FOA: “Are you noticing a problem in certain situations where you feel you have a hearing loss?” Caller: “I am having problems hearing my grandchildren and I have a hard time hearing the TV quite often.” FOA: “Well, let’s see about making you an appointment for a hearing test. I have two open times on Thursday, at 1pm or at 3pm? Which time would work best for you? Caller: “The one o’clock would be perfect.” FOA: “Great. We also ask that a family member or companion attends the appointment as well. The “familiar” voice helps when we test your hearing. Who will be coming with you?” Caller: My husband will be able to come with me. Notes Test your Knowledge Now, in the following scenario, please complete your open-ended questions as if you were on the telephone with the caller: Phone Rings - This call is for you! FOA: ______________________________________________________ Caller: “I want to know how much a set of hearing aids cost.” FOA: ______________________________________________________ Caller: “For my husband, Roger Davis. He has been having difficulty for some time now and I am trying to get the ball rolling. I’m Mrs. Davis.” FOA: ______________________________________________________ Caller: “I like the sound of having a complimentary hearing test.” FOA: ______________________________________________________ Caller: “We are free on Thursday around 2pm.” FOA: _______________________________________________________ In the above example, there could be a few different ways to assess the wants and needs. Discuss other options with your Consultant or manager. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 42 FOA Training Module 3 – Converting Calls to Appointments Step Three – Advising the Customer Notes The purpose of this step is to introduce specific features and benefits of your services or products that match the customer’s unique needs and to capture the customer’s interest. It is important that you match the benefit of the service or product to a specific need of the customer. (Remember, you discovered your customer’s needs in Step Two). Keep in mind, the main goal is to schedule an appointment. If the customer needs additional information or products, you can provide it in this step. The Act of Advising There are two main goals to be accomplished during this step: • To establish the value of the services or products you provide • To create the desire in the customer to purchase those services or products by using feature/benefit selling skills As we learned earlier, customers make the decision to purchase because of trust and value. When you make a recommendation, either to book an appointment or to purchase an ancillary product, value must be established. The more value you can show, the more likely the customer is to make a decision to purchase. Customers will sometimes make a purchase when trust has not been established, but never purchase if they do not see value in the services. Establishing value is a lot more than simply pointing out that hearing aids come with an adjustment period or that batteries are free. Value is the total benefit the customer receives from a specific service or a specific product feature. It is important that a service or feature is presented in a way that responds to a customer’s wants and needs. For example: Suppose you have a customer who calls and says he is frustrated because his hearing aid stopped working. You point out that the hearing aid is under warranty for two years and offer him a choice of appointment times. (feature), however, the total benefit has not been shared. A better way of responding to the customer is, “I’m sorry for the inconvenience Mr. Davis. Let’s get you scheduled for the earliest appointment available. Your hearing aid is under a two year warranty, and that includes all office visits, batteries and adjustments, so that you can be assured of ongoing care and service. We will get this taken care of for you immediately.” Do you see the difference? An important concept to understand is that different benefits are valuable to different people. You must continually ask probing, needs-assessing questions to discover them. In addition to establishing value, you have to be able to motivate the customer to make a purchase or an appointment. You can do this by using encouraging statements to show your enthusiasm. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 43 FOA Training Module 3 – Converting Calls to Appointments Example: “If you go ahead and join our battery club today, you’ll be able to start saving an additional $__ per battery. Since both you and your wife wear hearing aids, you would be able to save $__ per month or $__ per year. How does that sound?” (Check with your Franchise Owner for specifics.) Notes Focus on benefits specific to your customer’s needs to help achieve your goal of gaining agreement. Follow these guidelines: Feature – What it is. “We offer a wide range of hearing aids with the most advanced technology…” Benefit – What it does. “…so that you can be fitted with the hearing aid that is right for your level of hearing loss, lifestyle and budget.” End Benefit – What it means to the customer. “You will be confident in knowing that a variety of hearing aids will be available and you will be introduced to the latest advanced technology.” A feature is a fact about the services or products you have to offer. It is an objective, indisputable piece of information about your services or products. A benefit, on the other hand, describes what the feature will do for the customer. The benefit contains subjective, descriptive terms. This is called “benefits-based or solution-based selling” and it involves telling your customers why you are recommending a product or service to them. During this phase of the process you should tie in the specific benefits your customer is looking for or the end benefit (i.e. an office that has easily accessible parking so that he/she can use his/her wheelchair freely). Let’s take a look at some other examples: “I recommend that that you clean your hearing aids with FDA approved antimicrobial (feature) cleaning wipes to keep you from getting contamination that can cause problems (benefit) such as the itching in your ears that you have described.” (end benefit) “I recommend that you get this battery tester. It is simple to use (feature) and it will allow you to check your batteries at home (benefit) so that you will always know if your battery is still good or not.” (end benefit). Test your Knowledge Here is one scenario for you to finish, using the feature/benefit selling skills: We are open on Saturdays (feature) so that _______________________ ___________________________________________________ (benefit) and ___________________________________________ (end benefit). ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 44 FOA Training Module 3 – Converting Calls to Appointments Step Four – Gaining Agreement Notes After opening the dialogue with the customer, determining wants and needs and advising based on the needs you discovered; it is time to lead the customer to a solution. Most customers need a gentle nudge. Gaining agreement is a way of asking for an appointment or for someone to purchase a product in a caring and non-pushy way. It is your responsibility to guide the customer toward a decision. It should be a natural progression and allow you to stay in control of the situation. If your customer has any objections, they will surface when you ask him/her to set an appointment or purchase batteries or an ALD. Methods Used to Gain Agreement Everybody has his/her own way of gaining agreement. The process that works for you may not work for everyone. Below are some techniques that work well in most situations. Either/Or Method For customers who just need that little nudge, the Either/Or method enhances your chances of getting a “Yes” out of your customers. FOA: “Would an appointment on Monday or Tuesday work best for you?” Assumptive Method For customers who show little or no signs of resistance during your presentation, the Assumptive method of gaining agreement will allow you to assume the customer will make an appointment or purchase a product. Customer: “So, if I understand you correctly, I should make an appointment to find out whether or not hearing aids are right for me.” FOA: “That’s correct. Would Monday or Tuesday work best for you?” Reflexive Method For customers you feel want to be asked to set an appointment or buy a product, the Reflexive method allows you to respond to the customer’s question with a question designed to gain agreement: Customer: “How long does it take to order hearing aids?” FOA: (Avoid saying two weeks) “Scheduling an appointment is the first step required in the process of being fitted with hearing aids. Would you like to do that?” Customer: “Sure.” FOA: “Great. Once we establish whether or not you are a candidate for hearing aids, you should be wearing them in approximately 2-3 weeks.” Be careful when using the Reflexive method of gaining agreement too early in the presentation. Only use it when you believe your customer is ready to take the next step of scheduling an appointment. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 45 FOA Training Module 3 – Converting Calls to Appointments Handling Objections Notes An objection is an anticipated question or concern from a customer that needs to be answered, clarified or overcome by the FOA. The tone of a customer objecting to your suggestions may sound negative, when, in fact, an objection is simply a request for more information. An important thing to be aware of is that customers often do not state their true objections. Customers buy because of trust and value, and customers often decide not to buy because they lack trust in you or the company and/or they fail to see the value of the product. Customers will often not tell you their real objection because they don’t want to hurt your feelings since you have spent time talking to them. So they will give you a “stall” such as “I’ll think about it.” Many times FOAs spend time trying to overcome objections that are not the real objections. The first step in handling an objection is discovering the real objection. There are four steps to handling objections: Listen: Because we anticipate most objections, we tend to leap on an objection before the customer has a chance to finish his/her sentence. Not only will the customer find this irritating, he/she will also feel pushed. And if we anticipated the wrong objection, we may even raise an objection he/she hadn’t thought of until you mentioned it! At this point you need to stop talking and start listening. Restate: It is important to restate the objection so that the customer knows you’ve heard it. Show empathy when you acknowledge the objection. Ask: To discover if the objection offered is the real objection, simply ask the customer if he/she minds if you ask a question. FOA: “Do you mind if I ask you a question? Customer: “Not at all.” FOA: “Do you understand the benefits of having an annual check-up?” If the customer sounds anything less than enthusiastic there could be a hidden objection. Now ask: FOA: “You didn’t seem too sure with your answer. Is there a reason you are hesitating?” Customers will usually tell you the real objection if the one he/she gave before was a “stall.” Once you find out the real objection, you will have a much better chance of handling it. If your customer repeats their previous objection, you can assume this is a true objection. Then do not push the issue any further. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 46 FOA Training Module 3 – Converting Calls to Appointments Answer: Once you have discovered your customer’s real objections, you can work to overcome them. Nearly all objections can be answered with practice. There are generally four elements that can be used individually or in combination to overcome a customer’s concerns. They are: 1. 2. 3. 4. Notes Testimonials Statistics Benefit/Feature reinforcement Risk Free Offers Here are some examples: 1. Testimonials: Without providing names or specific information, relate a similar customer experience to what the customer is saying. “I understand that you have some issues with hearing at church, and we recently had another customer with the same issues. He is so pleased with his new hearing aids and now enjoys attending church every week.” 2. Statistics: You can gather great and informative statistics from the Internet on hearing loss. “Unfortunately one in ten Americans experiences some degree of hearing loss. Hearing loss is the third leading chronic health condition among Americans, after arthritis and high blood pressure.” 3. Benefit/Feature: Here is another example of sharing a benefit and feature. “This dry aid kit allows your hearing aids to stay dry during those hot, humid summer months. It will remove moisture than can be damaging to your hearing aids and will reduce your visits to our office.” 4. Risk Free Offers: Focus on these points with your customers. “Mr. Daly I understand your concern, but some great news that I want to share with you is that Miracle-Ear® has a ___-day no risk trial period.” Speak with your Franchise Owner for a complete list of testimonials, statistics, benefit/feature and risk free offers. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 47 FOA Training Module 3 – Converting Calls to Appointments Step Five – Thanking & Confirming the Decision Notes The final step in converting a call is to thank and confirm the customer/potential customer’s decision. No matter what product or services you sell, people want to know they are appreciated and that they made the right decision with the right company. One way to convince your customers/potential customers they made the right decision is to: • • Thank them for choosing you. Confirm that they made the right decision. Thank the Customer Taking the time to thank the customer has an important impact on the future success of your business. A successful FOA thanks the customer whether they make an appointment/purchase or not. This is just good customer service. Who knows? He or she could change his/her mind in the future. Confirm the Customer’s Decision After your customer makes the decision to make an appointment or purchase an ancillary product, your sincerity in thanking him/her also confirms that he/she made the right decision. This helps reduce the chance of him/her “secondguessing” his/her decision. Making a decision to improve one’s lifestyle through better hearing can be an exciting time for your customer. For some, the decision to purchase or to make an appointment is the result of endless comparisons, consulting with peers, friends and family, and much research. Your enthusiasm and energy toward his/her decision will help get your customer motivated about using all of your services! ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 48 FOA Training Module 3 – Converting Calls to Appointments Here is an example of thanking the customer and confirming the appointment: An Appointment is Set: “Thank you so much for calling Mr. Edwards and we look forward to seeing you on (insert appointment date and time). We are really happy you made the right choice in contacting Miracle- Ear. I’m certain we’ll take great care of you! Do you have any other questions I can answer for you?” Notes Before you end the call, make sure you: 1. 2. Verify that the customer knows how to get to the office. Send him/her a map with directions if necessary. Let customers know that you will call the day before to confirm the appointment. Below is an example of how to handle customers when you cannot book an appointment: An Appointment is Not Set: “Thank you, Mr. Edwards, for your time today. I understand that now is not a good time to set an appointment. However, do you mind if get your address and phone number so that I can keep in touch with you in regards to the latest technology or specials we may offer?” ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 49 FOA Training Module 3 – Converting Calls to Appointments Setting Appointments Notes Once you convert a telephone or walk-in customer into an appointment, there are eleven standard appointment types that you can choose from. Below is a list and description of the eleven types, along with approximate appointment lengths/time frames. Please keep in mind that these are suggested time frames; time will vary based on various factors. See your Franchise Owner for further direction. Appointment Type 1. 2. Adjustment Period Follow-up Aftercare-Clean & Check 3. Aftercare-Rehab 4. Annual Test 5. HA Repair/TWA 6. HAE/Consultation 7. Hearing Evaluation 8. Impressions 9. New Delivery 10. Re Delivery 11. Screening Description All check-ups within 90 days of delivery. Follow-up appointments for cleaning, Real Ear Measurement (REM), programming tweaks, generally scheduled at 3-, 4-, or 6month intervals. Follow-up appointments for the purpose of using LACE or a like resource to assist customer with most effective adjustment to using a hearing aid(s). Yearly hearing evaluation to check for changes in hearing loss, need for additional/different technology (possible sales opportunity). Appointment made to review or investigate difficulty customer is having with hearing aid(s). Hearing evaluation for the purpose of selling or fitting a hearing aid(s). DHT (Diagnostic Hearing Test), audiologic exam, any test/evaluation performed not directly related to selling or fitting of a hearing aid(s). A follow-up appointment (after the HAE is completed) for the sole purpose of taking an impression for hearing aid(s) or ear mold(s). The initial delivery of a hearing aid(s). Delivery of remade, repaired or L&D aids. Video otoscope, insurance screening, open house screening, familiar voice test. Approximate Length of Appointment 30 minutes 30 minutes 30 minutes 60 minutes 30 minutes 90 minutes 60 minutes 30 minutes 60 minutes 30 minutes 60 minutes ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 50 FOA Training Module 3 – Converting Calls to Appointments Customer Service Self-Evaluation Report Notes Based on the five steps of converting a call, please use this checklist below and provide a self-assessment on how you are utilizing the five steps. This is a great tool to use on a regular basis – just to ensure you are covering each step thoroughly. The Greeting 1. 2. 3. 4. 5. 6. 7. 8. Was the call picked up before the third ring? Was an appropriate greeting used? State your name? Ask how you could be of assistance? Sound enthusiastic (if no, explain) Use the customer’s name during the call? Ask permission before placing the call on hold? (if applicable) How long did the customer hold approximately? _____seconds/min yes/no yes/no yes/no yes/no yes/no yes/no yes/no Assessing Wants & Needs 9. Determine reason for the call by asking open-ended questions? 10. Needs were understood and empathy was shown? yes/no yes/no Advising 11. Emphasize the benefit of an appointment or service? 12. Was a third party/companion recommended to attend the appointment? yes/no yes/no Gaining Agreement 13. Was an appointment recommended? 14. Choice of appointments was offered? 15. If objections were presented, was the FOA able to overcome them? yes/no yes/no yes/no Thanking/Confirming 16. Did the FOA thank the customer for the appointment? 17. Did he/she reconfirm appointment time? 18. Offer to give directions to the store? yes/no yes/no yes/no Other Comments: _________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 51 FOA Training Module 3 – Converting Calls to Appointments Review of Module 3 You should now be able to do the following: • Describe the five step process of converting calls. The Greeting Assessing Wants & Needs Advising Overcoming Objections Thanking and Confirming • Describe how to professionally handle general telephone inquiries. • Recognize the eleven standard appointment types. Adjustment period follow-up Aftercare-Clean & Check Aftercare-Rehab Annual Test HA Repair/TWA HAE/Consultation Hearing Evaluation Impressions New Delivery Re Delivery Screening ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 52 FOA Training Module 3 – Converting Calls to Appointments Check Your Understanding Review the following questions and choose the best answer(s). The correct answers are on the following page. 1. Select all that apply. By answering the phone by the third ring you are a. Making the customer feel important b. Showing that we need their business c. Showing that you care d. Showing respect 2. Voice quality is comprised of five components. Choose all five. a. Tone b. Inflection c. Pitch d. Rate e. Loudness f. Volume 3. Choose the correct way to answer an inquiry over the phone. a. He’s out today. b. I don’t know where she is. c. She’s in the bathroom right now. d. I’m sorry; he’s not available right now. 4. Choose all examples of open-ended questions. a. What prompted you to call today? b. Who is the appointment for? c. What type of problems are you having? d. Did you hear about us in the newspaper? 5. Select all that apply. When you make a recommendation to customers, you a. Give them a sense of urgency b. Provide solutions c. Share your knowledge d. Make them question their decisions 6. Select all that apply. By having a third party come to the appointment, this a. Helps to have a familiar voice b. Can be used as a distraction c. Helps the customer feel secure d. Helps when purchasing. The third party is a great resource to the customer. 7. Choose three of the eleven appointment types? a. Screening b. New delivery c. Direct Mail d. Annual Test ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 53 FOA Training Module 3 – Converting Calls to Appointments Check Your Understanding Answers 1. 2. 3. 4. 5. 6. 7. a, a, d a, a, a, a, c, d b, c, d, f b, c b, c c, d b, d ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 54 FOA Training Module 3 – Converting Calls to Appointments Appendix Script ...................................................................................... page FAQs ....................................................................................... page Successful Appointment Setting: Start to Finish ............................. page The Five Phone Guidelines .......................................................... page Basic Communication Skills......................................................... page The Empathy Formula ................................................................ page Six Training Tips for Managers and Owners ................................... page Four-Step Manager Coaching Model ............................................. page Customer Interaction Checklist for Managers ................................. page 56 57 58 59 60 60 61 62 63 ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 55 FOA Training Module 3 – Converting Calls to Appointments Front Office Telephone Script 1. Thank you for calling Miracle-Ear. My name is (insert your name). May I have your name? ____________________ Thanks. How may I help you? 2. Answer any questions they may have. Common Question: How much do your hearing aids cost? At Miracle-Ear, hearing aids range from a few hundred dollars and up, depending on one’s needs. 3. If calling for an appointment - Again, (insert customer name) thank you for calling Miracle-Ear. To schedule your free hearing test, I need some information. Are you calling for yourself or a loved one? Self Spouse Loved One 4. Are you (they) currently wearing hearing aids? Yes (This question is optional) Friend No 5. An important part of the hearing evaluation involves the use of a familiar voice, which gives us the most accurate results. Preferably it should be a spouse or family member. Who will you be bringing with you? __________________________ Common Question: Why do I need to bring someone with me? In order to give you the most accurate results, part of the test requires someone with a familiar voice. Who will be coming with you? 6. I have openings for a free hearing test on (insert date and morning time) or (insert date and afternoon time). Which one of these times works for you? 7. In order to set the appointment, I will need to get a little more information from you. What is your… a. Address ______________________________________________________ b. City ______________________________________________________ c. State ______________________________________________________ d. Phone ______________________________________________________ 8. If they haven’t mentioned it as of yet – Who can we thank for the referral? Yellow Pages Internet Newspaper Mailer Senior Center Business Card Friend: ____________________________ Referral: ____________________________ Other: ____________________________ 9. We are located at (insert store address). Can I provide you with directions to our office? 10. (Insert customer name) thank you so much for calling and we look forward to seeing you on insert appointment date and time). We are really happy you made the right choice in contacting Miracle- Ear. I’m certain we’ll take great care of you! Do you have any other questions I can answer for you? ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 56 FOA Training Module 3 – Converting Calls to Appointments Frequently Asked Questions Many customers often have the same questions and concerns when it comes to their hearing health. As a Front Office Associate, you may be asked to respond to inquiries that are not addressed on the original telephone script. Below are some questions that you might encounter on a regular basis and suggestions on how to address them effectively. Please see the reverse side of this form for the Front Office Telephone Script. Answer each of the customer’s questions and resume with the script. 1. How much do your hearing aids cost? At Miracle-Ear, hearing aids range from a few hundred dollars and up, depending on one’s needs. 2. What is a digital hearing aid? Digital is the latest advancement in hearing aid technology and at Miracle-Ear, 100% of our hearing aids are digital. 3. What if I don’t like them? Does your office offer a trial period? Yes, we offer a _______day trial period. During this time you will have a chance to wear the hearing aids and see how they work for your hearing loss. 4. What is the cost of a hearing examination? At Miracle-Ear, our hearing tests are free with no obligation. 5. Do you repair hearing aids? Yes, we can repair hearing aids here. What kind of difficulties are you having with your hearing aid? 6. What is the process for getting a hearing aid? The first step to the process is to schedule an appointment for a hearing test at no cost. After we find out what your hearing loss is, the consultant will work with you to determine which hearing aids will work best for your hearing loss. 7. How do I know which hearing aid is best for me? Once you have your hearing tested, the consultant will discuss with you in detail which hearing aids will work best with your type of hearing loss. 8. I saw your ad in the newspaper; can you tell me more about that ad? Yes, of course I can. Miracle-Ear runs different ads each month; can you describe to me what it says in the ad? 9. Why do I need to bring someone with me? In order to give you the most accurate results, part of the test requires someone with a familiar voice. Who will be coming with you? 10. How long do hearing aids last? Three to five years on average but it depends on the user and the wear and the tear. 11. I’ve been to Starkey. Why should I come to Miracle-Ear? We have been in business for 60 years and we are the #1 choice in hearing aids. We have a highly trained Hearing Instrument Specialist and we have innovative products. 12. I’ve heard hearing aids don’t work? Hearing aids work as long as you are fitted with the correct make and model designed specifically for your hearing loss. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 57 FOA Training Module 3 – Converting Calls to Appointments Successful Appointment Setting: Start to Finish 1. Answer the phone on or before the third ring. Acknowledge the customer within 30 seconds of them entering the location. The Greeting Smile, voice quality and having a standardized greeting are most important. 2. Discover the wants and needs of the customer by asking critical, open-ended questions designed to discover the patient needs. Assessing the Customer’s Wants and Needs Ask open-ended questions and collect the customer’s history. Use the script as a guide. 3. Describe the benefits of an appointment and/or services to every customer. Stress the importance of having a companion accompany the customer to the appointment. Advising Emphasize the benefits of an appointment at your location. Offer experience of hearing instrument specialist (# of years HIS has been dispensing, etc). Advise customer to come in for appointment and talk with Hearing Instrument Specialist about hearing loss and have an evaluation/test performed. 4. Overcome any objections to ensure an appointment is made. Gaining Agreement Offer to get their questions answered and provide a variety of appointment times to meet their needs. Your primary objective is to make an appointment! 5. Gather information and sincerely thank the customer. Thanking Thank the customer, review the conversation and appointment time with genuine kindness and care. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 58 FOA Training Module 3 – Converting Calls to Appointments The Five Phone Best Practices The Value of Consistency Sometimes a phone rings and even the best Front Office Associate can accidentally make the smallest mistake and lose the customer’s business. Using some best practices will help the FOA accomplish their primary job function of converting calls to appointments. Below is a list of “The Five Phone Best Practices” and the benefit associated with the each best practice. Best Practices Benefit Use a standard greeting and identify This creates a positive first impression yourself when answering the telephone. and let’s the customer know that they have reached Miracle-Ear. Always ask customers for their permission before you place them on hold. Politely ask for their phone number (if you don’t already have it) in case you get disconnected. Put callers on hold for no more than 30 seconds. Call back customers when you tell them you will. Listen to the customer’s question. Follow a script. Customers who are put on hold for longer than 30 seconds will become frustrated and call a competitor. Getting back to customers in less than 30 seconds will keep them as a customer. Customers will appreciate the fact that you did remember to call them back and will be more likely to schedule an appointment. Listening to everything a customer says and answering his/her questions will show your willingness to help him/her. The Front Office Associate’s primary job function is to convert calls to appointments. Using a script as a guide will ensure more appointments will be made. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 59 FOA Training Module 3 – Converting Calls to Appointments Basic Communication Skills S = Squarely Face the Customer O= Open Posture (don’t cross arms or legs) L = Lean Forward Slightly E = Eye Contact R = Relax (take a deep breath) S = SMILE! The Empathy Formula Step 1: “You seem…” Step 2: “Name the emotion…” (happy, satisfied, upset, confused, etc.) Step 3: “About ______” (describe the problem or issues causing the emotion) Step 4: “Is this correct?” (ask for clarification) Reference: Legacy Frontiers, Birmingham UK, 2008 ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 60 FOA Training Module 3 – Converting Calls to Appointments Six Training Tips for Managers and Owners 1. Role-play the script with FOAs each month. Coach them on improvements. 2. Require the FOAs to memorize the answers to all Frequently Asked Questions. 3. Coach FOAs on how to answer questions related to the monthly marketing promotions. 4. Encourage FOAs to record their own voice during a routine phone call and coach them on how to improve vocal inflection. 5. Track number of calls converted to appointments and companion attendance rate. Track the calls daily, weekly and monthly. 6. Schedule daily five-minute meetings with FOAs to have open communication in the store. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 61 FOA Training Module 3 – Converting Calls to Appointments Four-Step Manager Coaching Model We talk a lot about coaching. Here is a four-step process managers can use to improve the skill of their staff. 1. Collaborate with employee on goals. Goals need to be time bound and measurable. Example: Improve call conversion rate by 25% by the end of this month. 2. Brainstorm resources Example: Identify an on-line course that will improve communication skills. 3. Collaborate on progress toward goal Example: During one-on-one meetings with employee, discuss progress and adapt goal and resources as needed. 4. Report on progress toward goal Example: At goal deadline, employee should demonstrate improvement. Goals should be revised as needed. Four-step coaching process begins again with another goal ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 62 FOA Training Module 3 – Converting Calls to Appointments Customer Interaction Checklist for Managers Employee name ___________________Date______________ The Greeting 1. Was the call picked up before the third ring? Yes or No 2. Was an appropriate greeting used? Yes or No 3. State his/her name? Yes or No 4. Ask how he/she could be of assistance? Yes or No 5. Sound enthusiastic (if no, explain) Yes or No 6. Get the customer’s name, address and phone number. Use the customer’s name during the call? Yes or No 7. Ask permission before placing the call on hold? (if applicable) Yes or No 8. How long did the customer hold approximately? _____seconds/minutes Assessing Wants & Needs 9. Determine reason for the call by asking open-ended questions? Yes or No 10. Needs were understood and empathy was shown? Yes or No Advising 11. Emphasize the benefit of an appointment or service? Yes or No 12. Was a third party/companion recommended to attend the appointment? Yes or No Gaining Agreement 13. Was an appointment recommended? Yes or No 14. Choice of appointments was offered? Yes or No 15. If objections were presented, was the FOA able to overcome them? Yes or No Thanking/Confirming 16. Did the FOA thank the customer for the appointment? Yes or No 17. Did he/she reconfirm appointment time? Yes or No 18. Offer to give directions to the store? Yes or No Total Score Score 2 points for every Yes answer, and 0 points for a No answer. For a score of 30 or less, coach the employee on improvements, using the four-step coaching model. Other Comments: ___________________________________________________________________________ ____________________________________________________________________________________________ ____________________________________________________________________________________________ ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 63 FOA Training Module 3 – Converting Calls to Appointments ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 64 FOA Training Module 4 – Driving Sales from the Front Desk Module 4 Driving Sales from the Front Desk ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 65 FOA Training Module 4 – Driving Sales from the Front Desk Objectives Notes Overview Module 4 will cover the FOA’s role in “over the counter sales” and we will review the five steps in Converting a Call into an Appointment. The five steps discussed in Module 3 will relate back to how you can drive sales into your office. We will introduce four customer types that you will encounter on a daily basis. Goals Upon completion of this module, you will be able to: • Describe the FOA’s role in driving sales. • Describe the four customer types that you will encounter on a daily basis. • Relate the five-step process covered in Module 3 – Converting Calls into Appointments to Driving Sales from the Front Desk. • Describe over the counter products and services Follow Up • • Discuss product/accessory line with your Franchise Owner. Discuss the top five to ten items that are sold over the counter. Ensure that everyone has a working knowledge of these items. Have a team meeting to discuss your role in driving sales. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 66 FOA Training Module 4 – Driving Sales from the Front Desk Driving Sales from the Front Desk Notes The FOA’s Role in Driving Sales You may be asking yourself, “What does driving sales really mean? I don’t sell hearing aids!” True, FOAs aren’t responsible for hearing aid sales but they do have a role in generating revenue. Driving sales encompasses many different types of revenue generating activities, such as: • • • • • • • • Selling over the counter accessories (i.e. batteries, assistive listening devices, cleaning products for the hearing aid, etc.) Converting a phone call into an appointment Grassroot marketing efforts Contacting or following up with “tested loss not sold” customers Following up and confirming all aftercare appointments Reviewing charts for inactive files and touching base with those customers Helping with local marketing efforts (health fairs, screenings at a local library, lectures at local nursing home facilities, etc.) Following up or calling behind marketing initiatives Basically anything you do or do with other team members to bring revenue into your office is considered “driving sales”. It’s important to remember that your Consultant is not the only person in the store responsible for driving sales – you also play a part in this very important effort. The Four Customer Types FOAs play a part in virtually every customer encounter; whether it’s someone walking into your store for the first time, customers checking out at the front desk, existing customers needing batteries or a quick walk-in for a general inquiry – the list of customer interactions that FOAs encounter are endless. Recent Company marketing research identifies four different types of customers that visit our stores. The more you know about each of the four types of customers, the more likely you are to meet their needs and help them. Ultimately, this translates into a satisfied customer and a successful store. The chart on the next page is a summary of the four customer types. The last row gives you a breakdown of what your role is. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 67 FOA Training Module 4 – Driving Sales from the Front Desk Customer Type Description Average Visit Length (appt times will vary) Needs Initial Phone call or Walk-in New Customer Looking for help or information 5 to 15 minutes Deep Dive Second Round New Customer Ready to purchase hearing aids for the first time (arriving for scheduled appt) 2 hours Education Confidence Guidance Clarity Reassurance Simplicity Reassurance Openness Empathy Respect for Privacy Time to Make Decision Individualized & expert care Schedule an appointment for test Materials to Share with Customer Various brochures on hearing loss/hearing aids. Various brochures on what to expect from hearing aids and their benefits. FOA Role 1. 1. Products/Services To Discuss Goal 2. 3. 4. 5. Greet customer Assess wants and needs Advise Gain Agreement Thank Current customer arriving for check up or ready to upgrade current hearing aids In need of a repair, adjustment or miscellaneous product 30 min - 1 hour 5 to 15 minutes Improvement Excitement Relevance Focused Attention Hearing aids New technology Offer reassurance in their purchasing decision Inspire confidence that new technology will be an improvement Various brochures on latest technology. 2. 3. 4. Greet customer Have in-take forms ready Process paperwork Make small talk (if appropriate) Quick Trip 1. 2. Greet customer Offer support and reassurance (when needed) Directness Precision Efficiency Accessories & repair service Fix the problem quickly and efficiently Various brochures on assistive listening devices or how to maintain the life of a hearing aid (if applicable). 1. Greet customer 2. Assess wants and needs 3. Advise 4. Gain Agreement 5. Thank “My husband has always had his needs met at our Miracle-Ear store. They always listen and offer solutions to help him in every area of his hearing healthcare.” Actual comment on a customer satisfaction survey card. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 68 FOA Training Module 4 – Driving Sales from the Front Desk Review of the Five Steps Notes In Module 3 – Converting Calls to Appointments, we discussed a five-step process in converting a call into an actual appointment. You will utilize many of these same steps for driving sales into your store, over the counter sales and addressing other needs of your customers. Let’s review the five-step process. Step One – The Greeting • • • • Encourage customer interaction Develop a person-to-person relationship Build rapport Set a positive and pleasant mood Step Two – Assess Wants and Needs • • • Ask open-ended questions Determine the customer’s wants and needs Determine the service or products based on needs Step Three – Advise the Customer • • To establish the value of your services/products By demonstrating your knowledge, you will create a desire in the customer/potential customer to make an appointment or purchase a product/service. Step Four – Gain Agreement • Overcome objections Step Five – Thank the Customer and Confirm Decision • • Reinforce the decision by thanking Confirm appointment time (if applicable) It starts with a greeting whether in person or over the telephone. Step two is finding out how you can help them by asking open-ended questions. Advising the customer is step three and allows you to demonstrate your knowledge of the hearing health industry. Step four and five tie together nicely for gaining agreement and thanking them for the decision that they have made. So whether they are calling to make an appointment, need help with an over the counter sale or are responding to your flyer from the latest health fair – you need to keep these steps in mind when you are driving sales into your doors. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 69 FOA Training Module 4 – Driving Sales from the Front Desk Identifying Customers - Test your Knowledge Notes In each scenario below, write down the correct customer type: Scenario One Mr. Larson, a long standing customer walks in and is inquiring about an amplified telephone for his mother. She’s having a hard time hearing over the telephone and he would like to discuss products that would assist her with her communication difficulties. Answer: ___________________ Scenario Two Ms. McGinn has just arrived for her 2:00pm hearing check appointment. The FOA gives her a warm welcome and informs her that her appointment will start shortly. Answer: ___________________ Scenario Three – Mr. Grady has walked in for his 1:00pm hearing evaluation appointment. He recently saw an ad regarding Miracle-Ear® and is interested in purchasing hearing aids. Answer: ___________________ Scenario Four – Someone who is traveling on vacation walks through your door and wants to purchase a package of batteries for their spouse’s hearing aid. Answer: ___________________ ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 70 FOA Training Module 4 – Driving Sales from the Front Desk Notes Over the Counter Sales In addition to supporting sales there are times when you will be called upon to consult with customers on over the counter products and services. It’s important that you are familiar with “counter sales.” Counter sales include any product or device, other than a hearing aid, that customers can purchase from your store. In many cases these are items such as hearing aid batteries, cleaning accessories or assistive listening devices. All of these products are used to help the customer get the most out of their investment of hearing aids. Services are also a part of over the counter sales. A working knowledge of common over the counter products and services you offer is critical. Your job is to discover what the needs of each customer are when they arrive at your office. Keep in mind that this is another opportunity for your store to reconnect with the customer while ensuring excellent aftercare as well as quality products and services. Hearing Aid Batteries Hearing aid batteries are the most common over the counter product that you will be selling every day. All hearing aids require batteries in order to operate. Below are some guidelines concerning battery size, color, storing information and the life expectancy for hearing aid batteries. Battery Sizes and Universal Color Code The most common battery sizes are 10, 13, 312, 675 and 5A. Battery dimensions are standardized across all brands. Look for the standardized color on the packaging to find your battery size. Color Code • • • • • #10 – #13 – #312 – #675 – #5 – Yellow Tab Orange Tab Brown Tab Blue Tab Red Tab Battery Tabs Hearing aid batteries use outside air as a source of power. The tab seals the air holes on the battery, ensuring freshness when purchased. After you remove the tab, the battery takes about a minute to charge fully and be ready for use. Do not remove the tab until you are ready to use the battery; replacing the tab will not extend the battery life. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 71 FOA Training Module 4 – Driving Sales from the Front Desk Notes Storing Batteries Keep batteries at room temperature. Heat can shorten their life and a damp location like the refrigerator is not recommended. Also, never carry loose batteries in your pocket or purse—contact with metal items like keys or coins can shortcircuit the battery. Keep them in the card that they come in or a battery caddy. Battery Life Expectancy Battery life is determined by length of use during the day, amplification and type of hearing aid. The average battery life is approximately 7-10 days. Ask your Consultant to determine the battery life of the batteries sold in your store. Many Behind-The-Ear (BTE) hearing aids have a rechargeable battery option. Remind your customers that rechargeable batteries can be reused multiple times after being recharged in the charger. Check with your Franchisee Owner for details. Common Assistive Listening Devices (ALDs) Below are some common assistive listening devices that locations may offer. After all, we need to be the supplier of all hearing health care items. Check with your Franchise Owner or Consultant for a complete list. The key to talking to a customer about a product is to make sure you know which product they would be the most interested in purchasing. Using open-ended questions to discover the needs of the customer is essential so you can narrow down the right product(s) for your customer. Item Customer Benefits Amplified Telephones Increases the loudness of the voice of the caller so individuals with hearing loss have an easier time listening to their loved ones on the phone. TV Ears Plugs easily into a TV and wirelessly transmits the signal to a pair of headphones allowing the customer to understand what is said on their favorite TV program. Personal Sound Amplifier An easy to use amplified system which is a great solution for individuals with hearing loss who are not ready for hearing aids or professionals working with individuals with hearing loss. How to Talk About it With Customers “Mr. Smith, an amplified telephone will improve your hearing on the phone. These phones are designed specifically for people with hearing loss.” “You mentioned that you are having trouble understanding your favorite TV programs. These TV Ears will really help. They plug right into your TV and wirelessly send the signal to these headphones. “Mr. Smith, this personal sound amplifier would be a good product for you to use to talk to your mother while her hearing aids are in for repair.” ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 72 FOA Training Module 4 – Driving Sales from the Front Desk Common Products that Maintain the Life of Hearing Aid(s) and Products for the Ear Notes Below is a list of common products that are offered at many of our locations. These are specific to hearing aid maintenance or care of the ear. Products in each location will vary. Ask your Franchise Owner or Consultant for a complete list. Item Dri Aid Kits for Hearing Aids Customer Benefits Come in a variety of styles/sizes. Keeps aid(s) moisture-free. Use daily/nightly. Ensure the battery door is open on hearing aid. If dry-aid kit has a pillow, those have to be reactivated as needed. How to Talk About it With Customers “Mr. Kairis, in this hot and humid Florida weather, I would recommend our dri-aid kit. It’s very easy to use and will help with the reoccurring moisture problem that you have been experiencing.” Earmold Products Earmold Cleaner: This item will assist in the thorough cleaning of earmolds, and also acts as a disinfectant. This is not to be sprayed onto hearing aids. Earmolds can be washed in warm soapy water, and dried thoroughly. “Mrs. Larson, we have a great product that you can use on your earmold to keep it clean from debris and build-up. This also acts as a disinfectant.” Earmold Blower: This soft rubber bulb syringe will assist in blowing debris and moisture out of earmold tubing. Very important tool for Behind-the-Ear (BTE) hearing aids. AudioWipes A moist wipe that aids in the cleaning and disinfecting of earmolds and hearing aids. Can be used daily to wipe off debris on the earmold or hearing aid. Products for the Ear Eargene: Soothing ear lotion. Can be applied inside the ear for relief of discomfort. Miracell: A soothing ear lotion that relieves itchy ears and also acts as a lubricant. Oto-Ease: Lubricant that can help with the insertion of tight earmolds or hearing aids. “Mr. Towson, since you wear behind the ear hearing aids, I would suggest purchasing an earmold blower. This is such a great tool to use to blow the debris and moisture out of your earmold tube. “Mr. Daly, the audiowipes that we have are very useful in wiping off and cleaning your hearing aid. They are safe to use and will not harm your hearing aids.” “Mrs. Winters, these lotions will help you stop suffering from itchy ears. It’s very easy to apply and these are portable, so that you can keep them with you at all times.” “Mr. Jones I know you have a hard time inserting your earmold, but we have a fantastic product that we recommend to ease some of your frustration when inserting your earmold.” ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 73 FOA Training Module 4 – Driving Sales from the Front Desk Know Your Services Notes Over the counter sales will also include various services that your store offers. It’s another very important part of driving sales into your location. Knowing when and what to offer customers when it comes to services is another role that FOAs will take part in. Some services that you may offer are: Repairs Extended warranties Offering a variety of appointments (i.e. Impression, Annual Test, Hearing Evaluation, etc.) Ask your Franchise Owner or Consultant for a complete list. • • • ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 74 FOA Training Module 4 – Driving Sales from the Front Desk Review of Module 4 Notes You should now be able to do the following: • Describe the FOA’s role in driving sales. • Describe the four customer types that you may encounter on a daily basis: Initial phone call or walk-in Deep dive Second round Quick trip • Relate the five-step process covered in Module 3 – Converting Calls into Appointments to Driving Sales from the Front Desk. The Greeting Assessing Wants & Needs Advising Overcoming Objections Thanking and Confirming • Describe some over the counter products/services: Batteries Products for the hearing aid(s) Products for the ear(s) Assistive listening devices (ALDs) Services (Repairs, warranties, appointments) ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 75 FOA Training Module 4 – Driving Sales from the Front Desk ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 76 FOA Training Module 4 – Driving Sales from the Front Desk Check Your Understanding Review the following questions and choose the best answer(s). The correct answers are on the following page. 1. Select all that apply. Driving sales into your office is the responsibility of the following employees and/or departments: a. Consultant b. FOA c. Marketing Department d. Contracting Department 2. Select all that apply. Driving sales encompasses many opportunities that the FOA will play a part in and these are: a. Converting a call into an appointment b. Mailing a customer an invoice c. Grassroot marketing d. Selling an assistive listening device 3. Select all that apply. Assessing the wants and needs of a customer allows you to: a. Greet the customer with kindness b. Direct the customer towards a solution c. Build trust d. Display your knowledge 4. Select the four customer types discussed in Module 4. a. Deep Dive b. Second Round c. Existing Customer d. Initial Telephone Call e. Quick Trip 5. Select three needs of an “initial” call or walk-in? a. Reassurance b. Precision c. Empathy d. Openness 6. Select all of the products below that are considered an over the counter product. a. Audiowipes b. Earmold cleaner c. Amplified telephone d. Booking an appointment 7. Select three of the universal color codes on hearing aid batteries: a. Yellow b. Blue c. Aqua d. Orange ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 77 FOA Training Module 4 – Driving Sales from the Front Desk Check Your Understanding Answers 1. 2. 3. 4. 5. 6. 7. a, a, b, a, a, a, a, b, c c, d c, d b, d, e c, d b, c b, d ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 78 FOA Training Module 5 – Working the Files Module 5 Working the Files ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 79 FOA Training Module 5 – Working the Files Objectives Notes Overview Module 5 will cover the importance of working your files and maintaining that very important customer relationship to ensure customer retention and customer loyalty. This module will focus on all customer statuses and will provide some direction to reach out to your customers. And finally we will share two resources that are available to the FOAs to help follow up with those customers. Goals Upon completion of this module, you will be able to: • Define what “working the files” mean. • Describe the value of customer loyalty. • Describe various customer statuses and actions to take with those customers when working your files. • List the two resources that are available for following up with customers. Follow Up • • Meet with your Franchise Owner or Consultant to ensure a daily goal is met for working the files. Discuss with your Franchise Owner reports or other tools available to ensure consistent customer contact. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 80 FOA Training Module 5 – Working the Files Working the Files Notes In Module 5 we will be discussing the importance of contacting existing customers on a routine basis. “Working the Files” simply means that you have an existing customer database to keep in touch with in order to provide consistent aftercare. Typically these customers have been seen by your Consultant. They either have a chart in your store or are in your database. Working the Files = Customer Retention & Loyalty Working the files is one of the most important things you can do in your office to ensure customer retention and customer loyalty. Approximately 50% or more business generated within each location is from existing or “repeat” customers. It’s simply keeping in touch with all your customers to ensure that once you have a customer – they will be a loyal customer for a lifetime! You want customers to think about purchasing batteries, accessories, ALDs or their next set of hearing aids from you. By working the files you ensure that you are providing consistent and exceptional care to everyone; no one gets overlooked. The Value of Customer Loyalty Customer loyalty is hard to come by these days. Consumers have unlimited options for every type of service or product available. It takes hard work and determination on our end to develop a loyal customer. When we talk about the value of customer loyalty, three things come to mind: • Repeat Business: Once you have a customer the ultimate goal is to keep the customer satisfied and coming back for repeat business. If a customer is captured at age 65, how many sets of hearing aids will be purchased over their lifetime? ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 81 FOA Training Module 5 – Working the Files • Referrals: Word of mouth or referrals from your customers is a great way to promote your business. Referrals come your way when your store provides excellent service and products and in turn these customers become “Promoters”! • Notes How many customers come to your office as a result of the extraordinary services you provide to them or their friends/family? Related Products and Services: This is an ongoing revenue stream of hearing healthcare products. Products and services such as: batteries, assistive listening devices (ALDs), repairs and other services, etc. Over a period of 20 years, how many related products will be purchased? A loyal customer following is the key to maintaining, growing, nurturing and promoting your business! ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 82 FOA Training Module 5 – Working the Files What is the Customer’s Status? Notes There are a variety of customers to look for when you are working your files. Customers may have several statuses during our relationship with them. After each customer status/type there are some actions to take as you are reviewing their information. 1. New Customers (recently purchased) Schedule check-up or follow-up appointment. If purchased recently, send a hand-written thank you card. Send a report to their physician/doctor if applicable. 2. Inactive Customers (does not have an appointment scheduled) Call or send letter expressing the importance of their check-up appointments. Call companion (i.e. son/daughter, care-taker) if appropriate. Check to see if service/product warranties are still in effect. Customers need to be aware of expiring service/product warranties. 3. Active Customers (have an appointment on the schedule) Check to see if their next appointment is scheduled. If so, verify it is for the appropriate appointment type. Verify the age of the hearing aids. Are they ready for an upgrade to new technology? Check to see if service/product warranties are still in effect. Customers need to be aware of expiring service/product warranties. 4. Tested Loss No Sale (TLNS) Call two to five days after the initial appointment to try and get them back in again. If they told you they are shopping around, put them on a recall list to ensure that you follow-up with them. Put on a recall list for an annual test. 5. Medical Referrals/Wax Removal Call to schedule another appointment once the customer is seen by a doctor. It is recommended that once the customer makes their appointment with the doctor, that the appointment to come back to your store is confirmed. These can result in lost opportunities if you do not show the initiative to follow-up. 6. Cancelled or No Show Appointments Call back customers who canceled their appointment and never rescheduled. Call back customers who were no shows. Don’t let these opportunities slide through your fingers! They called your store for a reason. Be diligent with your follow-up. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 83 FOA Training Module 5 – Working the Files What is the Goal? Notes FOAs should be “working the files” for approximately 30 minutes per day (times may vary). The purpose again is to verify that your customers are in an active status, all appropriate communications are taking place and to maintain an ongoing relationship with them. A critical role the FOA plays in the “health” of the store is to keep current customers coming back into the office and continuing to ensure customer satisfaction. Just remember – if you do not follow-up and provide consistent contact with them, another hearing care provider will! Please contact your Franchise Owner or Consultant for specific details/directions. Resources Available Besides the physical customer chart/record, Sycle.net and the Miracle-Ear® Marketing Toolbox are two great resources that you can utilize for keeping in touch with your customers. There are a variety of reports as well as templates available for creating letters, postcards, invitations, direct mail pieces, etc. Please contact your Franchise Owner or Consultant for specific details/directions. Practice Makes Perfect – Below are some scenarios for your review. After your review, write down the type of action or follow-up you would perform? • You pulled Mr. Jones chart. He was in nine months ago for a clean and check appointment. His aids are fairly new. His last scheduled clean and check appointment was cancelled. What type of follow-up would you do for Mr. Jones? ___________________________________________________________ • You pull Mr. Tomkins chart and he was last seen six months ago. His hearing aids are three years old. At his last appointment, he was inquiring about new technology. He was not ready to purchase at the time. What type of follow-up would you do for Mr. Tomkins? ___________________________________________________________ ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 84 FOA Training Module 5 – Working the Files Review of Module 5 You should now be able to do the following: • Define the meaning of “working the files”. Working the files ensures customer retention and customer loyalty. • Describe the values of customer loyalty. Repeat business Referrals Related products and services • Restate the various customer statuses: New customer Inactive customer Active customer Tested loss no sale (TLNS) Medical referral/wax removal Cancelled/no show appointments • List the two resources that will provide valuable tools for keeping in touch with your customers. Sycle.net Miracle-Ear® Marketing Toolbox ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 85 FOA Training Module 5 – Working the Files ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 86 FOA Training Module 5 – Working the Files Check Your Understanding Review the following questions and choose the best answer(s). The correct answers are on the following page. 1. Select all that apply. Working the files mean: 2. Select all that apply. By working our files and staying in touch with customers, you ensure: a. b. c. d. a. b. c. d. Reviewing customer charts Keeping in touch with current customers Follow-up calls or mailing a letter Putting charts in order Customer retention A busy office Customer loyalty Good reviews by peers 3. Describe the three values in customer loyalty: 4. Circle all customer statuses we focus on in working the files: 5. a. b. c. d. a. b. c. d. e. f. g. Repeat business Reoccurring Related products and services Referrals Inactive Active BTE hearing aid wearers Warranty expirations Cancelled/no show New Customer TLNS (Tested Loss No Sale) Select two resources available to an FOA for follow-up with customers: a. b. c. d. Memsi Sycle.net Conductive ME Marketing toolbox ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 87 FOA Training Module 5 – Working the Files Check Your Understanding Answers 1. 2. 3. 4. 5. a, a, a, a, b, b, c c c, d b, d, e, g d ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 88 FOA Training Module 6 – Hearing Loss and Hearing Aids Module 6 Hearing Loss and Hearing Aids ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 89 FOA Training Module 6 – Hearing Loss and Hearing Aids Objectives Notes Overview Module 6 covers basic information on the causes and signs of hearing loss and the styles of hearing aids. Goals Upon completion of this module, you will be able to: • Describe the three types of hearing loss. • Describe some causes of hearing loss. • Describe social effects of untreated hearing loss. • Describe the four styles of hearing aids. Follow Up • • The Consultant will perform a complete hearing test/evaluation on the FOA. FOA will observe one customer test/evaluation (with customer’s permission). ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 90 FOA Training Module 6 – Hearing Loss and Hearing Aids Understanding Who Your Customer Is Notes Module 6 has some very important components of the hearing profession that you will need to know as an FOA. In Module 6 we will be reviewing: • • • • • Types of hearing loss your customers may have Hearing loss and its affect on the customer’s lifestyle Causes of hearing loss Signs of hearing loss that your customer may encounter General hearing aid information; styles and types of hearing aids It’s important for the FOA to know and understand the customer that you will be dealing with every day. In order to effectively help the customers you need to have a knowledge base of hearing loss and how it impacts our customers. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 91 FOA Training Module 6 – Hearing Loss and Hearing Aids Types of Hearing Loss Notes There are three types of hearing loss…sensorineural, conductive and mixed. Sensorineural Hearing Loss This is the most common type of hearing loss in adults and can result from abnormalities of the inner ear and/or nerve paths to the brain. The auditory cells (hair cells) of the inner ear are permanently damaged. This is the type of hearing loss often referred to as "nerve loss" or nerve deafness. While there are many causes of sensorineural hearing loss, it is most commonly caused by repetitive exposure to high-intensity noise or by the natural aging process. In most cases, this type of loss can successfully be helped with the use of hearing instruments. It does depend on each customer and the severity of the problem. Conductive Hearing Loss Conductive hearing loss occurs due to loss of sound sensitivity resulting from abnormalities of the middle and/or outer ear. The auditory nerve still functions normally; the sound is just unable to reach the inner ear. This type of loss is common in children with ear infections. Once the infection is cleared up, the hearing recovers and reevaluation is recommended. This type of loss is usually treated with medication or simple surgery. Mixed Hearing Loss This type of loss is a combination of a conductive and sensorineural hearing loss. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 92 FOA Training Module 6 – Hearing Loss and Hearing Aids Hearing Loss and Its Affect on Lifestyle Notes Over 31.5 million Americans suffer from hearing loss. That’s one out of every ten people and one out of every four people over age 65. Over the past 20 years, hearing loss in people ages 18 to 45 has increased by more than 26 percent. Most people are unaware that their understanding is diminishing because changes in hearing usually happen gradually. At first, it may seem as if everyone is mumbling. Words start to sound alike. Conversation in restaurants becomes difficult. Concerts, theater and movies are not as fulfilling. Social situations become frustrating and embarrassing instead of fun. A reduction in understanding and speech clarity can develop over several years. Many people don’t realize the extent of their hearing loss. Friends and family members often become aware of a hearing loss even before the person whom it directly affects. Left untreated, hearing loss can lead to social isolation, anxiety and depression. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 93 FOA Training Module 6 – Hearing Loss and Hearing Aids What Causes Hearing Loss? Notes Most people think that hearing loss is a sign of advancing age. While time has an impact on all of the body’s systems, because of the increase in work-related and recreational noise, hearing loss is occurring at younger and younger ages. There are various causes of hearing loss and likewise the impact on hearing will differ from person to person. Some causes of hearing loss are: • Aging process (heredity – loss in families) • Excessive or repetitive noise (i.e. construction, loud music, etc.) • Infections and illness • Injury to ear or head • Birth defects or genetics • Reaction to drugs prescribed by a doctor ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 94 FOA Training Module 6 – Hearing Loss and Hearing Aids Signs of Hearing Loss Notes Here are some typical signs of hearing loss that people may encounter. • • • • • • • • • • • • Often missing certain words. Frequently asking the speaker to repeat what was said. Not taking part in social gatherings (embarrassment). Having family members or friends express concern about the person’s hearing. Not hearing the telephone or door bell ringing. Avoiding certain social situations (the theater, restaurants) because it is difficult to hear. Not taking part in conversations at the dinner table. Not answering when someone is speaking to them. Having a history of work-related noise exposure. Understanding telephone conversations is difficult. Turning the volume up on the radio or television to levels that are too loud for others. Following conversations in groups or in the presence of background noise is difficult. If someone is having ongoing issues related to hearing (understanding), they would benefit from a hearing evaluation. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 95 FOA Training Module 6 – Hearing Loss and Hearing Aids Hearing Aids Notes Hearing instruments essentially fill the gap created by a hearing loss. This is done by receiving and amplifying sound. Hearing aids cannot restore a person’s normal hearing ability. Styles of Hearing Aids Hearing instruments come in many sizes and styles. Prices on hearing aids vary dependent on the style and technology (digital/programmable). BTE Behind-The-Ear (BTE) hearing instruments are extremely flexible for all types of hearing loss. The hearing device is housed within a curved shell that sits behind each ear and delivers sound through a clear tube. The clear tube fits into a mold that has been customized to comfortably fit inside each ear. Some BTE’s are also referred to as Open-Fit or Receiver-In-The-Canal. ITE In-The-Ear (ITE) hearing instruments are very easy to operate even if the user has poor dexterity. The hearing device is housed within a custom-made shell that fits comfortably inside each ear and delivers sound directly to the ear. ITC In-The-Canal (ITC) hearing instruments can barely be seen and are very easy to operate, even if the user has poor dexterity. The hearing device is housed within a custom-made shell that fits comfortably inside each ear canal and delivers sound directly to the ear. CIC Completely-In-The-Canal (CIC) hearing instruments are virtually invisible to others. The hearing device is housed in a tiny shell that fits comfortably and completely into each ear canal. The device is removed from the ear canal by pulling a tiny cord. Where these miniature instruments are both powerful and cosmetically appealing, some features, such as manual volume control, are not available because the devices are so small. ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 96 FOA Training Module 6 – Hearing Loss and Hearing Aids Review of Module 6 Notes You should now be able to do the following: • Restate the three types of hearing loss: Sensorineural hearing loss Conductive hearing loss Mixed hearing loss • Describe the affects of hearing loss on people’s lifestyles. • Describe some causes of hearing loss: Aging process (heredity – loss in families) Excessive or repetitive noise (i.e. construction, loud music, etc.) Infections and illness Injury to ear or head Birth defects or genetics Reaction to drugs prescribed by a doctor • Describe some common signs of hearing loss. • List the four types of hearing aid styles: BTE – Behind-the-Ear ITE – In-the-Ear ITC – In-the-Canal CIC – Completely-in-the-Canal ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 97 FOA Training Module 6 – Hearing Loss and Hearing Aids ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 98 FOA Training Module 6 – Hearing Loss and Hearing Aids Check Your Understanding Review the following questions and choose the best answer(s). The correct answers are on the following page. 1. Choose the three types of hearing loss: a. Sensorineural b. Mixed c. Surrounded d. Conductive 2. Select all that apply. How does hearing loss affect people’s lifestyle? a. Does not recognize family b. Conversations in restaurants become difficult c. Shopping becomes a refuge d. Social situations become frustrating 3. Select all that apply. Describe some causes of hearing loss: a. Driving a car b. Aging process c. Noise pollution d. Head injury 4. Select three common signs of hearing loss: a. Avoids social situations b. Does not hear the doorbell or phone ring c. Cannot drive on the highway d. Miss certain words 5. Select the four styles of hearing aids: a. BTE – Behind-the-Ear b. ITE – In-the-Ear c. CTC – Canal-to-Canal d. ITC – In-the-Canal e. CIC – Completely-in-the-Canal ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 99 FOA Training Module 6 – Hearing Loss and Hearing Aids Check Your Understanding Answers 1. 2. 3. 4. 5. a, b, b, a, a, b, d d c, d b, d b, d, e ___________________________________________________________________________________________________ ©2009, Miracle-Ear, Inc. 100 FOA Training