1 00:00:00,920 --> 00:00:04,440 [ELECTRONIC MUSIC] 2 00:00:11,520 --> 00:00:15,000 Welcome to this video-lecture of Live Text Access: 3 00:00:15,040 --> 00:00:18,600 Training for real-time intralingual subtitlers. 4 00:00:21,840 --> 00:00:26,200 This is unit 4. Entrepreneurship and service competence. 5 00:00:26,240 --> 00:00:30,560 Element 1: Management and interpersonal skills. 6 00:00:33,880 --> 00:00:37,600 This lecture is about basics of customer communication. 7 00:00:37,640 --> 00:00:43,080 The materials are created by SUBTI-Access and ZDF Digital. 8 00:00:47,400 --> 00:00:49,720 This is the learning outcome: 9 00:00:49,760 --> 00:00:53,040 The trainee can timely and effectively 10 00:00:53,080 --> 00:00:57,920 respond to customer’s requests to ensure accessibility. 11 00:01:03,880 --> 00:01:08,680 In this video-lecture I will talk about basics of communication, 12 00:01:08,720 --> 00:01:11,880 by means of a few communication models. 13 00:01:11,920 --> 00:01:17,800 After that, about what to consider at communicate with clients 14 00:01:17,840 --> 00:01:21,200 and how to respond to customers requests. 15 00:01:26,920 --> 00:01:30,080 What can we learn from communication models? 16 00:01:33,280 --> 00:01:38,640 The main models of communication can be split into three categories 17 00:01:38,680 --> 00:01:43,440 and all following models can be assigned to one of these categories. 18 00:01:43,480 --> 00:01:49,000 Linear, interactional and transactional. 19 00:01:51,000 --> 00:01:55,120 The linear model holds that a message travels in a straight line 20 00:01:55,160 --> 00:01:58,800 from its source through a channel and to its receiver. 21 00:02:00,040 --> 00:02:04,520 Linear models explain one directional communication processes. 22 00:02:07,280 --> 00:02:11,960 The interactional model holds that communication travels in a circle 23 00:02:12,000 --> 00:02:15,400 as a sender transmits a message and then the receiver 24 00:02:15,440 --> 00:02:17,360 responds with feedback. 25 00:02:17,400 --> 00:02:21,880 So thus both parties become sender and receivers. 26 00:02:23,920 --> 00:02:26,840 Interactive models are best for explaining 27 00:02:26,880 --> 00:02:30,760 impersonal two-way communication processes. 28 00:02:33,360 --> 00:02:37,560 The transactional models holds that sending and receiving 29 00:02:37,600 --> 00:02:40,000 occur simultaneously. 30 00:02:40,040 --> 00:02:44,800 They explain direct personal communication processes 31 00:02:44,840 --> 00:02:48,440 where two-way feedback is immediate. 32 00:02:53,960 --> 00:02:55,960 Like mentioned before, 33 00:02:56,000 --> 00:02:59,320 models of communication are conceptual models 34 00:02:59,360 --> 00:03:03,640 used to explain the human communication processes. 35 00:03:03,680 --> 00:03:09,000 To understand how communication between people works, 36 00:03:09,040 --> 00:03:13,480 which factors are relevant and why difficulties appear, 37 00:03:13,520 --> 00:03:18,000 we will have a short look at different communication models. 38 00:03:19,560 --> 00:03:22,680 There are eight main communication models, 39 00:03:22,720 --> 00:03:26,440 which make the complex topic more understandable. 40 00:03:26,480 --> 00:03:30,120 Over the years, these various communication models 41 00:03:30,160 --> 00:03:34,320 have been developed and some build upon each other. 42 00:03:36,200 --> 00:03:41,200 The aim of these models is to present the interrelationships, 43 00:03:41,240 --> 00:03:45,920 levels and processes of communication as simply as possible 44 00:03:45,960 --> 00:03:48,280 and on a smaller scale. 45 00:03:49,880 --> 00:03:52,880 However, despite numerous research results, 46 00:03:52,920 --> 00:03:56,080 it is hardly possible to come to a final conclusion 47 00:03:56,120 --> 00:04:01,560 and define a comprehensive and perfect description of communication. 48 00:04:03,560 --> 00:04:07,840 In the models communication is broken down to basic pillars, 49 00:04:07,880 --> 00:04:12,120 that show how we communicate with others and the issues 50 00:04:12,160 --> 00:04:15,400 we must overcome for successful communication. 51 00:04:17,400 --> 00:04:22,200 It would be beyond the scope of this lecture to go into all these models, 52 00:04:22,240 --> 00:04:27,480 so following only the main aspects of the most important models 53 00:04:27,520 --> 00:04:29,640 and a short summary. 54 00:04:32,640 --> 00:04:36,120 The communication model of Friedemann Schulz von Thun 55 00:04:36,160 --> 00:04:40,160 distinguishes four different levels in each message: 56 00:04:40,200 --> 00:04:43,840 The Factual level, the self-revealing, 57 00:04:43,880 --> 00:04:47,720 the relationship indicator and the appeal. 58 00:04:49,200 --> 00:04:52,960 The so-called factual level is about numbers, 59 00:04:53,000 --> 00:04:57,520 facts and other data or rational information. 60 00:04:59,520 --> 00:05:01,360 In the self-revealing level 61 00:05:01,400 --> 00:05:04,280 the speaker reveals something about himself, 62 00:05:04,320 --> 00:05:09,120 what happens almost every time communication takes place. 63 00:05:09,160 --> 00:05:13,960 It often happens unconsciously, but it allows an insight 64 00:05:14,000 --> 00:05:18,960 into the emotional world and personality of the message-sender. 65 00:05:23,600 --> 00:05:28,120 Information about the relationship between the sender and receiver 66 00:05:28,160 --> 00:05:32,880 of a message is also conveyed by the message in the relationship level. 67 00:05:34,880 --> 00:05:36,400 In the appeal level, 68 00:05:36,440 --> 00:05:40,680 a sender of a message always wants to achieve something 69 00:05:40,720 --> 00:05:46,440 with his statement and to evoke a reaction from the recipient. 70 00:05:46,480 --> 00:05:50,880 Thus, it can be directly requested to do something 71 00:05:50,920 --> 00:05:56,960 or less obviously an action or its omission is suggested. 72 00:06:02,960 --> 00:06:07,720 Now a few words about the Shannon- Weaver model of communication, 73 00:06:07,760 --> 00:06:11,840 which also has been called the "mother of all models". 74 00:06:13,120 --> 00:06:18,960 A communication model that clarifies the interaction between people 75 00:06:19,000 --> 00:06:25,080 in a relatively simple way and shows where problems can arise. 76 00:06:25,120 --> 00:06:31,680 The idea here: Every communication consists of two sites. 77 00:06:31,720 --> 00:06:37,000 A sender who wants to pass on a message or information 78 00:06:37,040 --> 00:06:40,520 and a receiver who receives it. 79 00:06:41,520 --> 00:06:46,720 In order to transmit the message, the sender encodes it, 80 00:06:46,760 --> 00:06:50,360 which sounds complicated, but actually just means 81 00:06:50,400 --> 00:06:54,760 that it is expressed in speech or body language. 82 00:06:56,360 --> 00:07:03,640 The receiver for his part, must understand and decode this code. 83 00:07:03,680 --> 00:07:07,240 For example speak the same language 84 00:07:07,280 --> 00:07:11,600 or be able to correctly interpret and understand the body's signals. 85 00:07:13,680 --> 00:07:18,920 The communication becomes complete when the receiver sends back feedback 86 00:07:18,960 --> 00:07:24,120 that he has understood or misunderstood the message. 87 00:07:25,360 --> 00:07:28,160 According to this communication model, 88 00:07:28,200 --> 00:07:31,120 misunderstandings occur, 89 00:07:31,160 --> 00:07:34,000 when a mistake is made on one side. 90 00:07:39,040 --> 00:07:42,400 The last two examples of communication models make clear, 91 00:07:42,440 --> 00:07:47,880 that communication models can provide clarity in communication. 92 00:07:47,920 --> 00:07:53,960 Therefore, communication models explicitly answer following question: 93 00:07:54,000 --> 00:07:59,000 Who says what to whom and why? 94 00:07:59,040 --> 00:08:03,080 And this can help to prevent conflicts 95 00:08:03,120 --> 00:08:06,600 and to have a more constructive communication. 96 00:08:08,080 --> 00:08:12,160 In private situations as well as in the working environment 97 00:08:12,200 --> 00:08:15,000 and in the communication with clients. 98 00:08:17,000 --> 00:08:20,280 So let's have a look at the communication with clients. 99 00:08:23,280 --> 00:08:27,560 Various types of communication represent a main aspect 100 00:08:27,600 --> 00:08:29,680 of daily work with clients. 101 00:08:29,720 --> 00:08:34,280 For this reason, everybody should regularly familiarize themselves 102 00:08:34,320 --> 00:08:37,440 with the most important communication models. 103 00:08:37,480 --> 00:08:40,360 On the one hand, in order to learn 104 00:08:40,400 --> 00:08:45,080 how to interpret customers statements or request correctly, 105 00:08:45,120 --> 00:08:49,080 and on the other hand in order to convey their own statements 106 00:08:49,120 --> 00:08:52,960 in the way that is suitable for the customer. 107 00:08:53,000 --> 00:08:58,000 Communication with clients should always be transparent 108 00:08:58,040 --> 00:09:01,360 and information transmitted benefit-oriented. 109 00:09:03,360 --> 00:09:07,400 The customer should have knowledge about the company 110 00:09:07,440 --> 00:09:12,360 or the service provider like: products, other services, 111 00:09:12,400 --> 00:09:19,720 other offers, social commitments, core values and other stuff. 112 00:09:19,760 --> 00:09:24,920 This is the cornerstone of mutual understanding. 113 00:09:28,160 --> 00:09:31,880 Communication with clients must be personal 114 00:09:31,920 --> 00:09:35,080 and every customer must be addressed individually. 115 00:09:35,120 --> 00:09:39,760 Means all communication must be focused on the individual. 116 00:09:39,800 --> 00:09:46,160 For example: There's a difference between talking to a private client 117 00:09:46,200 --> 00:09:50,160 who needs your service for a trustworthy doctors talk 118 00:09:50,200 --> 00:09:54,040 and a meeting with someone from a big company, 119 00:09:54,080 --> 00:09:57,320 which wants to book you for a conference. 120 00:09:59,320 --> 00:10:02,480 Through communication which is customized 121 00:10:02,520 --> 00:10:07,840 and adapted to the customer needs you reach the clients emotions. 122 00:10:09,840 --> 00:10:13,440 Communication with clients must be proactive. 123 00:10:13,480 --> 00:10:18,560 Inform your customers, even about problems of failures, 124 00:10:18,600 --> 00:10:20,520 at an early stage. 125 00:10:20,560 --> 00:10:24,320 Open communication and active involvement 126 00:10:24,360 --> 00:10:29,240 in relevant business processes are good for the customer relationship. 127 00:10:32,240 --> 00:10:35,280 Communication with clients must be simple. 128 00:10:35,320 --> 00:10:40,520 Information is often formulated too complicated. 129 00:10:40,560 --> 00:10:44,160 Express yourself as simple as possible 130 00:10:44,200 --> 00:10:46,800 in your customers communication. 131 00:10:49,800 --> 00:10:53,280 Communication with clients must be a dialogue. 132 00:10:53,320 --> 00:10:59,880 Customer communication is changing from monolog to dialogue. 133 00:10:59,920 --> 00:11:02,560 Especially through modern media 134 00:11:02,600 --> 00:11:08,840 it is possible and also expected to communicate not only one sided. 135 00:11:10,560 --> 00:11:12,160 And the last one: 136 00:11:12,200 --> 00:11:16,920 Communication with clients must be fast and directly. 137 00:11:19,920 --> 00:11:23,680 Now let's have a look how this works in practice 138 00:11:23,720 --> 00:11:26,400 when you receive a customer's request. 139 00:11:29,400 --> 00:11:34,560 At first a few aspects, which you have always to consider. 140 00:11:34,600 --> 00:11:40,120 Customers expect a response to their concerns within a few hours 141 00:11:40,160 --> 00:11:42,280 or maybe one day. 142 00:11:42,320 --> 00:11:47,760 So check your inbox every day and respond in a timely manner. 143 00:11:47,800 --> 00:11:55,240 After all, in addition to speech, competence and kindness also count. 144 00:11:55,280 --> 00:12:00,920 You should respond to enquiries not only in a reasonable time, 145 00:12:00,960 --> 00:12:05,760 but also pay attention to the quality and style of your response. 146 00:12:05,800 --> 00:12:09,760 This way you can convey a professional 147 00:12:09,800 --> 00:12:12,640 and authentic image of yourself. 148 00:12:14,480 --> 00:12:17,840 Surprise your prospects with detailed information, 149 00:12:17,880 --> 00:12:20,560 they might not have expected. 150 00:12:20,600 --> 00:12:24,400 When you receive for example an email request, 151 00:12:24,440 --> 00:12:26,800 why not give the sender a quick call? 152 00:12:26,840 --> 00:12:31,280 This way you avoid unnecessary waiting time for the response 153 00:12:31,320 --> 00:12:35,320 and can quickly bring the request to a conclusion. 154 00:12:39,680 --> 00:12:44,120 From the customers inquiry to the completion of the order, 155 00:12:44,160 --> 00:12:47,680 the personal impression the customer has of you, 156 00:12:47,720 --> 00:12:50,160 plays the most important role. 157 00:12:50,200 --> 00:12:53,760 So always face customers in a competent, 158 00:12:53,800 --> 00:12:56,440 helpful and friendly manner. 159 00:13:00,440 --> 00:13:03,640 When a customer's request receives you, 160 00:13:03,680 --> 00:13:09,400 always communicate with focus on information and dialogue. 161 00:13:09,440 --> 00:13:13,000 Maybe the client isn't sure yet to hire you. 162 00:13:13,040 --> 00:13:16,600 Pay attention not to communicate linear. 163 00:13:16,640 --> 00:13:19,920 Think about the interactional model instead. 164 00:13:19,960 --> 00:13:23,960 Means: Communication travels in a circle 165 00:13:24,000 --> 00:13:26,520 as a sender transmits a message 166 00:13:26,560 --> 00:13:29,760 and then the receiver responds with feedback. 167 00:13:29,800 --> 00:13:33,920 Thus both parties become sender and receiver. 168 00:13:34,920 --> 00:13:41,120 Important here: Convince instead of persuade. 169 00:13:41,160 --> 00:13:46,240 The customer and his needs should be in the focus of your actions. 170 00:13:46,280 --> 00:13:52,600 The primary goal is to get an order and the customer’s loyalty. 171 00:13:54,600 --> 00:13:59,520 To see the customer as a partner, makes the communication easier. 172 00:14:05,560 --> 00:14:10,600 Now an example of a deaf or Hard of Hearing individual, 173 00:14:10,640 --> 00:14:13,800 who wants to book you as a speech to text interpreter 174 00:14:13,840 --> 00:14:18,960 or maybe only wants to know a bit more about your service. 175 00:14:19,960 --> 00:14:25,320 In this case she or he is interested in being supported 176 00:14:25,360 --> 00:14:29,240 with the communication during a meeting at work. 177 00:14:31,920 --> 00:14:37,000 It's important to communicate openly what the customer can expect 178 00:14:37,040 --> 00:14:38,960 and what not. 179 00:14:39,000 --> 00:14:43,200 In this case it's the best to give a revealing insight 180 00:14:43,240 --> 00:14:46,280 of how everything will work exactly. 181 00:14:46,320 --> 00:14:51,440 So for this example, you can tell the costumer: 182 00:14:51,480 --> 00:14:56,480 as a speech to text interpreter you will not interface the conversation. 183 00:14:56,520 --> 00:14:59,200 You only participate passively 184 00:14:59,240 --> 00:15:02,960 and support the client in following the meeting. 185 00:15:03,000 --> 00:15:10,200 Furthermore tell him or her, that you have a vow of silence 186 00:15:10,240 --> 00:15:14,760 and so everything that is said is confidential. 187 00:15:16,400 --> 00:15:20,600 You can offer the transcript of the meeting afterwards. 188 00:15:20,640 --> 00:15:23,000 But you are not required to. 189 00:15:23,040 --> 00:15:27,360 So here you need to arrange this beforehand. 190 00:15:27,400 --> 00:15:31,320 Anyway it's very important to agree upon everything 191 00:15:31,360 --> 00:15:33,280 with the customer in detail. 192 00:15:33,320 --> 00:15:38,080 For example: if the client doesn't come to a meeting, 193 00:15:38,120 --> 00:15:43,080 the interpreter will not just stay to make the transcript. 194 00:15:48,560 --> 00:15:50,800 Talk about all details. 195 00:15:50,840 --> 00:15:54,200 For example where you want to sit in the room 196 00:15:54,240 --> 00:15:56,680 and how the text will appear. 197 00:15:56,720 --> 00:16:01,600 Maybe on a screen or for example using Text on Top. 198 00:16:01,640 --> 00:16:05,920 Make sure to clarify all customer‘s questions 199 00:16:05,960 --> 00:16:11,280 and to inform her or him about all details. 200 00:16:12,520 --> 00:16:15,080 When this conversation is via email, 201 00:16:15,120 --> 00:16:20,160 consider that it maybe takes a lot of emails to clarify everything. 202 00:16:20,200 --> 00:16:24,320 And of course speak openly about the payment. 203 00:16:33,320 --> 00:16:38,520 The main models of communication can be split into three categories: 204 00:16:38,560 --> 00:16:42,720 Linear, interactional and transactional. 205 00:16:42,760 --> 00:16:47,120 Communication with clients should always be transparent 206 00:16:47,160 --> 00:16:50,440 and information transmitted benefit-oriented. 207 00:16:54,440 --> 00:16:57,680 Make sure to be available for customer’s requests 208 00:16:57,720 --> 00:17:00,040 and react in a timely manner. 209 00:17:02,040 --> 00:17:06,680 Convey a professional and authentic image of yourself. 210 00:17:06,720 --> 00:17:13,400 Always face customers with: competence, helpfulness and kindness. 211 00:17:13,440 --> 00:17:19,880 Information and dialogue are essential components. 212 00:17:22,800 --> 00:17:25,040 Exercises. 213 00:17:31,280 --> 00:17:33,800 The exercises for this video-lecture 214 00:17:33,840 --> 00:17:37,520 are in the trainer's guide and at the PowerPoint file. 215 00:17:37,560 --> 00:17:39,920 Thank you for your attention. 216 00:17:42,680 --> 00:17:46,000 [ELECTRONIC MUSIC] 217 00:17:52,360 --> 00:17:55,280 LTA - LiveTextAccess. 218 00:17:55,320 --> 00:17:58,720 Universitat Autònoma de Barcelona. 219 00:17:58,760 --> 00:18:03,040 SDI - Internationale Hochschule. 220 00:18:03,080 --> 00:18:07,640 Scuola Superiore per Mediatori Linguistici. 221 00:18:07,680 --> 00:18:10,400 ZDF Digital. 222 00:18:10,440 --> 00:18:14,880 The European Federation of Hard of Hearing People - EFHOH. 223 00:18:14,920 --> 00:18:19,040 VELOTYPE. SUB-TI ACCESS. 224 00:18:19,080 --> 00:18:25,360 European Certification and Qualification Association - ECQA. 225 00:18:27,880 --> 00:18:33,160 Co-funded by the Erasmus+ Programme of the European Union. 226 00:18:33,200 --> 00:18:48,880 Erasmus+ Project: 2018-1-DE01-KA203-004218. 227 00:18:48,920 --> 00:18:52,880 The information and views set on this presentation 228 00:18:52,920 --> 00:18:57,280 are those of the authors and do not necessarily reflect 229 00:18:57,320 --> 00:19:00,760 the official opinion of the European Union. 230 00:19:00,800 --> 00:19:05,120 Neither the European Union institutions and bodies 231 00:19:05,160 --> 00:19:11,360 nor any person acting on their behalf may be held responsible for the use 232 00:19:11,400 --> 00:19:15,960 which may be made of the information contained here.