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[ELECTRONIC MUSIC]

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Welcome to this video-lecture
of Live Text Access:

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Training for
real-time intralingual subtitlers.

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This is unit 4. Entrepreneurship
and service competence.

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Element 1:
Management and interpersonal skills.

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This lecture is about
basics of customer communication.

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The materials are created
by SUBTI-Access and ZDF Digital.

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This is the learning outcome:

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The trainee can timely
and effectively

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respond to customer’s
requests to ensure accessibility.

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In this video-lecture I will talk
about basics of communication,

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by means
of a few communication models.

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After that, about what to consider
at communicate with clients

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and how to respond
to customers requests.

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What can we learn
from communication models?

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The main models of communication
can be split into three categories

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and all following models can be
assigned to one of these categories.

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Linear, interactional
and transactional.

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The linear model holds that
a message travels in a straight line

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from its source through a channel
and to its receiver.

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Linear models explain one
directional communication processes.

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The interactional model holds that
communication travels in a circle

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as a sender transmits a
message and then the receiver

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responds with feedback.

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So thus both parties
become sender and receivers.

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Interactive models
are best for explaining

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impersonal
two-way communication processes.

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The transactional models holds
that sending and receiving

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occur simultaneously.

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They explain direct
personal communication processes

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where two-way feedback
is immediate.

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Like mentioned before,

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models of communication
are conceptual models

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used to explain
the human communication processes.

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To understand how communication
between people works,

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which factors are relevant
and why difficulties appear,

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we will have a short look at
different communication models.

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There are eight
main communication models,

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which make the complex topic
more understandable.

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Over the years,
these various communication models

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have been developed
and some build upon each other.

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The aim of these models is to
present the interrelationships,

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levels and processes of
communication as simply as possible

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and on a smaller scale.

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However, despite
numerous research results,

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it is hardly possible
to come to a final conclusion

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and define a comprehensive and
perfect description of communication.

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In the models communication
is broken down to basic pillars,

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that show how we communicate
with others and the issues

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we must overcome
for successful communication.

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It would be beyond the scope of this
lecture to go into all these models,

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so following only the main aspects
of the most important models

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and a short summary.

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The communication model
of Friedemann Schulz von Thun

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distinguishes four
different levels in each message:

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The Factual level,
the self-revealing,

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the relationship indicator
and the appeal.

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The so-called factual level
is about numbers,

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facts and other data
or rational information.

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In the self-revealing level

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the speaker reveals
something about himself,

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what happens almost every time
communication takes place.

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It often happens unconsciously,
but it allows an insight

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into the emotional world and
personality of the message-sender.

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Information about the relationship
between the sender and receiver

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of a message is also conveyed by the
message in the relationship level.

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In the appeal level,

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a sender of a message
always wants to achieve something

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with his statement and to evoke
a reaction from the recipient.

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Thus, it can be directly requested
to do something

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or less obviously an action
or its omission is suggested.

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Now a few words about the Shannon-
Weaver model of communication,

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which also has been called
the "mother of all models".

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A communication model that clarifies
the interaction between people

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in a relatively simple way
and shows where problems can arise.

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The idea here: Every communication
consists of two sites.

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A sender who wants to pass on
a message or information

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and a receiver who receives it.

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In order to transmit the message,
the sender encodes it,

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which sounds complicated,
but actually just means

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that it is expressed
in speech or body language.

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The receiver for his part, must
understand and decode this code.

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For example speak the same language

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or be able to correctly interpret
and understand the body's signals.

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The communication becomes complete
when the receiver sends back feedback

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that he has understood
or misunderstood the message.

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According to this
communication model,

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misunderstandings occur,

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when a mistake
is made on one side.

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The last two examples of
communication models make clear,

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that communication models can provide
clarity in communication.

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Therefore, communication models
explicitly answer following question:

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Who says what to whom and why?

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And this can help
to prevent conflicts

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and to have
a more constructive communication.

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In private situations as well
as in the working environment

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and in the communication
with clients.

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So let's have a look
at the communication with clients.

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Various types of communication
represent a main aspect

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of daily work with clients.

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For this reason, everybody should
regularly familiarize themselves

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with the most important
communication models.

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On the one hand,
in order to learn

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how to interpret customers statements
or request correctly,

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and on the other hand in order
to convey their own statements

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in the way that is suitable
for the customer.

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Communication with clients
should always be transparent

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and information
transmitted benefit-oriented.

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The customer should have
knowledge about the company

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or the service provider like:
products, other services,

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other offers, social commitments,
core values and other stuff.

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This is the cornerstone
of mutual understanding.

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Communication with clients
must be personal

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and every customer
must be addressed individually.

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Means all communication
must be focused on the individual.

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For example: There's a difference
between talking to a private client

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who needs your service
for a trustworthy doctors talk

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and a meeting with someone
from a big company,

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which wants to book
you for a conference.

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Through communication
which is customized

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and adapted to the customer needs
you reach the clients emotions.

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Communication
with clients must be proactive.

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Inform your customers,
even about problems of failures,

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at an early stage.

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Open communication
and active involvement

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in relevant business processes are
good for the customer relationship.

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Communication with clients
must be simple.

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Information is often
formulated too complicated.

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Express yourself
as simple as possible

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in your customers communication.

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Communication with clients
must be a dialogue.

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Customer communication
is changing from monolog to dialogue.

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Especially through modern media

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it is possible and also expected
to communicate not only one sided.

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And the last one:

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Communication with clients
must be fast and directly.

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Now let's have a look
how this works in practice

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when you receive
a customer's request.

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At first a few aspects,
which you have always to consider.

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Customers expect a response to
their concerns within a few hours

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or maybe one day.

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So check your inbox every day
and respond in a timely manner.

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After all, in addition to speech,
competence and kindness also count.

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You should respond to enquiries
not only in a reasonable time,

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but also pay attention to the quality
and style of your response.

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This way you can convey
a professional

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and authentic image of yourself.

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Surprise your prospects
with detailed information,

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they might not have expected.

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When you receive
for example an email request,

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why not give the sender
a quick call?

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This way you avoid unnecessary
waiting time for the response

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and can quickly bring the request
to a conclusion.

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From the customers inquiry
to the completion of the order,

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the personal impression
the customer has of you,

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plays the most important role.

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So always face customers
in a competent,

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helpful and friendly manner.

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When a customer's request
receives you,

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always communicate with focus
on information and dialogue.

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Maybe the client
isn't sure yet to hire you.

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Pay attention
not to communicate linear.

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Think about
the interactional model instead.

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Means:
Communication travels in a circle

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as a sender transmits a message

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and then the receiver
responds with feedback.

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Thus both parties
become sender and receiver.

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Important here:
Convince instead of persuade.

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The customer and his needs should be
in the focus of your actions.

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The primary goal is to get
an order and the customer’s loyalty.

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To see the customer as a partner,
makes the communication easier.

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Now an example of a deaf
or Hard of Hearing individual,

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who wants to book you
as a speech to text interpreter

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or maybe only wants to know
a bit more about your service.

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In this case she or he
is interested in being supported

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with the communication
during a meeting at work.

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It's important to communicate
openly what the customer can expect

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and what not.

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In this case it's the best
to give a revealing insight

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of how everything will work exactly.

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So for this example,
you can tell the costumer:

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as a speech to text interpreter you
will not interface the conversation.

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You only participate passively

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and support the client
in following the meeting.

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Furthermore tell him or her,
that you have a vow of silence

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and so everything
that is said is confidential.

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You can offer the transcript
of the meeting afterwards.

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But you are not required to.

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So here you need
to arrange this beforehand.

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Anyway it's very important
to agree upon everything

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with the customer in detail.

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For example: if the client
doesn't come to a meeting,

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the interpreter will not just stay
to make the transcript.

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Talk about all details.

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For example
where you want to sit in the room

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and how the text will appear.

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Maybe on a screen
or for example using Text on Top.

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Make sure to clarify
all customer‘s questions

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and to inform
her or him about all details.

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When this conversation is via email,

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consider that it maybe takes a lot
of emails to clarify everything.

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And of course
speak openly about the payment.

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The main models of communication
can be split into three categories:

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Linear,
interactional and transactional.

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Communication with clients
should always be transparent

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and information
transmitted benefit-oriented.

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Make sure to be available
for customer’s requests

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and react in a timely manner.

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Convey a professional
and authentic image of yourself.

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Always face customers with:
competence, helpfulness and kindness.

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Information and dialogue
are essential components.

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Exercises.

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The exercises
for this video-lecture

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are in the trainer's guide
and at the PowerPoint file.

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Thank you for your attention.

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[ELECTRONIC MUSIC]

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LTA - LiveTextAccess.

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Universitat Autònoma de Barcelona.

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SDI - Internationale Hochschule.

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Scuola Superiore
per Mediatori Linguistici.

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ZDF Digital.

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The European Federation
of Hard of Hearing People - EFHOH.

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VELOTYPE. SUB-TI ACCESS.

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European Certification and
Qualification Association - ECQA.

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Co-funded by the Erasmus+ Programme
of the European Union.

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Erasmus+ Project:
2018-1-DE01-KA203-004218.

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The information and views
set on this presentation

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are those of the authors
and do not necessarily reflect

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the official opinion
of the European Union.

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Neither the European Union
institutions and bodies

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nor any person acting on their behalf
may be held responsible for the use

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which may be made
of the information contained here.