Five things I keep in mind when listening and communicating

Hello. I'm Kakurai, the creative director.

Although I mainly interact with customers on a daily basis, I am not good at explaining things and I get nervous easily. My weak subjects are Japanese and English. These are abilities that are not suitable for a director.

Whenever I have any questions about a project, I always check with the client, but there have been many times when I struggled with how to ask and communicate. So, this time I would like to introduce the "5 things I keep in mind when asking and communicating" that I have learned over the past three years through trial and error.

1. Turn a negative event into a positive

If you have concerns about a project, you may consult with the client to confirm the direction, but at such times, do you tend to ask in a negative way? We will introduce some examples of how to turn negative things into positive ones.

Example 1: When you want to make a request regarding the content of your request or the submitted material

There are many reasons for this, such as unifying the tone and manner of the site, ensuring the image of the site, and page performance, but there are times when we want to make a "request" in response to instructions from a customer.

For example, how do you communicate what to do if a photo you receive is smaller than the specified size and becomes blurry when enlarged, or if the position of the subject doesn't fit well with the layout?

For example, when you enlarge the image, it becomes blurry, or there is not enough background to center the subject.

We regret having to return the photographs that you took the time to prepare, but it would be a waste to publish them with poor quality. (It is said that photographs and figures contain about 10 times the amount of information as text.)

Therefore, we will apply the image you provided and send you the following email.

It takes time, but it is easier for them to understand and accept if you show them what you can. When you receive a request next time, they will remember it because they can see the image, and the exchange of materials will be smoother.

Also, it is expected that resubmission will take time. Since stopping the project to prepare will be a big burden on the customer, it is a good idea to consider whether production and preparation can be carried out in parallel.

Don't be hesitant, if you think that the website could be improved by doing this or that, you will be able to change your text to more positive and convincing words.

Example 2: When informing the other party that the confirmation period is short due to a short delivery time

No matter how well you plan things, there are many unexpected tasks that arise. Of course, you need to adjust your own resources, but you also need to speed up confirmations from your customers. What is the best way to communicate this?

This is fine, but it does seem like you're putting a bit of pressure on the customer. So, if you add the magic words, "Thank you for your cooperation"...

Let's do our best together! Don't you think that's how you've started to see it?
It's a small thing, but it helps make the project a pleasant one for both parties.

2. Ask specifically and decide

The next important thing is to listen specifically.
For example, when deciding on the color of a button, it is important not to leave it up to the listener to ask, "What color should it be?", but to ask specifically so that the listener has a clear image in mind.

Even if a customer says, "I'd like blue," there are thousands of different hexadecimal colors that belong to the blue category. In extreme cases, colors that are in the green family, like traffic lights, can be called blue, so ask them by specifying a reference color, as shown below.

At this time, it is beneficial to specify the colors used on the site or those listed in the guidelines, as this will increase uniformity in terms of rules. In addition to colors, try to provide references for things like headline designs and video playback movements.

Also, if you ask questions with the intention that the customer can only answer with "yes" or "no," you can get specific answers such as "Is it okay to understand that...?" or "What do you think about...?" This allows you to control the production and reduces the burden on the customer, making it a win-win situation.

However, without experience it is difficult to come up with concrete proposals.
In times like these, it's a good idea to ask for the advice of your seniors or colleagues. Even if it's off-topic, try to come up with a concrete plan yourself and discuss it with your seniors or colleagues to come up with an answer.

3. Beware of "this, that, and that"

The second common thing is that demonstrative pronouns such as this, that, and those lack specificity and can lead to a misunderstanding between the customer and you.

When speaking face-to-face, we communicate through gestures, but when speaking on the phone or in an email, if there are multiple topics or objects to be discussed, there is a risk that the listener or reader will misinterpret what is being said.

There is no need to force yourself to avoid using demonstrative pronouns, but we do not recommend using them too much.

When asking about something unclear, try to be specific by using prefaces such as "where, when, what, what kind" etc. Even if you are given instructions using demonstrative pronouns, repeat them back specifically to ensure you are on the same page.

By replacing demonstrative pronouns with more specific ones, you can prevent accidents later on.

4. Number your questions

If you have multiple questions or things to share, number each item.

For example, if you have five questions you want to ask, you could structure your email like this:

By assigning numbers to each item, when you talk on the phone, it will be clear what you are checking, such as "Regarding photo number 2," and it will also be easier to find the item in the text.

Also, when customers reply by email, they can reply to the number, so you can communicate concisely as shown below.

By assigning numbers, it will be easier for you and your customers to organize and align your understanding.

5. Sometimes it's important to "say it definitively"

Sometimes it is important to "state things definitively" when you have had multiple exchanges with a customer and have a certain level of understanding about the matter, or when it is something that cannot be confirmed.

What would happen if you listened to everything?

If you write everything in a conversational tone like above, the customer will feel the need to answer everything. Therefore, separate what you know for sure from what you need to confirm.

If you state things in a more definitive manner, the customer will only receive a response if there are any deficiencies or problems with the content, which will reduce the burden on the customer.

Since you can handle the work yourself, it is also effective in progressing projects smoothly.

Summary: Put yourself in someone else's shoes

Above, I have introduced five things to keep in mind when listening and communicating.

I am still inexperienced, but when I was new, I sent really horrible emails and prepared every word of my phone calls in a memo, and would call back if I had any questions. Of course, I still go through a process of trial and error, but I think the important thing is to "think from the other person's perspective."

How can you get your message across to your customers easily? How can you ask questions that will reduce the burden on them? By rereading what you have already written from the other person's perspective, you will likely find parts that can be rewritten in a better way.

I don't think there's a perfect solution, but I'd like to continue working hard every day to improve my "ways of listening and communicating" while interacting with many customers.