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This chapter explains behavioral styles and the reasons why one

should be concerned with them, identifies four key behavioral styles

and the roles they play in customer services, and develops
strategies for communicating effectively with each behavioral style.

This chapter further discusses methods to respond to customer

problems while building relationships and to use the knowledge of
behavioral styles to help manage perceptions of others.

LO 6-1
What Are Behavioral Styles?
Observable tendencies that you and other people exhibit
when dealing with tasks or people.
Categories of human behavior identified by behavioral

experiences and environment form the basis of your behavioral

style preferences.
Having control and understanding your own behavior makes you
better at customer service.

LO 6-2
Identifying Behavioral Styles
Research by Carl Jung
Determined two attitudes - Introvert and extrovert.
Four functions - Thinking, feeling, sensing, and intuition.
These functions intermingle to form eight
psychological types.
Understanding these can help serve the customer
Primary behavior pattern: Refers to a persons preferred style of
dealing with others.

LO 6-2
Identifying Behavioral Styles
Behavioral style categories
Rational: Characterized by being quiet, reflective, taskfocused, and systematic.
Very patient.
Exhibit congenial eye contact and facial expressions.
Avoid conflict and anger.
Like leisure activities that involve people.
Inquisitive: Characterized by being introverted, taskfocused, and detail-oriented.

LO 6-3
Communicating with Each Style
Figure 6.2 - Communicating with Different Personality Styles
Nonverbal cues

Gentle handshake.
Flowing, nondramatic gestures.
Fleeting eye contact.

LO 6-3
Communicating with Each Style
Figure 6.2 - Communicating with Different Personality Styles
Nonverbal cues

Steady, direct eye contact.

Writing tends to be short and
Gestures tend to be autocratic.

LO 6-4
Building Stronger Relationships
Use effective communication and problem solving
Problem solving: The system of identifying issues,
determining alternatives for dealing with them, then
selecting and monitoring a strategy for resolution.
Produce a win-win situation
Win-win situation: An outcome to a disagreement in which
both parties walk away feeling that they got what they
wanted or needed.
Discover customer needs

LO 6-4
Building Stronger Relationships
Focus on process improvement through seamless service
Process improvement: Refers to the process of continually
evaluating products and services to ensure that maximum
effectiveness, efficiency, and potential are being obtained
from them.
Seamless service: Service that is done in a manner that
seems effortless and natural to the customer.
Processes and systems are fully functional, effective,
and efficient.

LO 6-4
Building Stronger Relationships
Figure 6.3 - Strategies for Responding to Customer Problems
Rational style

Stress resolution and security of

the issue.
Smile, when appropriate.

LO 6-4
Building Stronger Relationships
Figure 6.3 - Strategies for Responding to Customer Problems
Decisive style

Use low-pitched, unemotional

Be patient and listen

LO 6-5
Dealing with Perceptions
Perceptions: How someone views an item, situation, or others.
A persons behavioral style as well as background, based on
education, experiences, events, and interpersonal contacts,
can influence how he or she views the world.
Stereotype: Generalization made about an individual or group and
not based on reality.
Similar people are often lumped together for ease in
categorizing them.
Could lead to legal charges of disparate treatment and

LO 6-5
Dealing with Perceptions
Figure 6.4 - Factors Affecting Perceptions
We tend to base our perceptions of others and categorize people by
thinking about the following:
Personal appearance
How does the customer generally look related to
factors such as dress, jewelry, grooming, and hygiene?
Physical qualities
What does a person look like? What gender? What
body shape? Color of skin? Physical characteristics