How to Excel at Customer Service

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How to Excel at Customer
Service

How to Excel at Customer Service
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To introduce the reader or the learner to the
art of effective and excellent customer service.
Aim of publication:

Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgCustomer Service (This picture: Harcourt Hill, West Oxford)
How to Excel at Customer Service – Introduction.
☺ The art of effective customer service requires anticipating
your customers' needs and expectations in addition to working
with them to handle and solve any and all of their present
issues or requests.
☺ How well you can successfully practice effective customer
service techniques will make the difference between building
long-term customer relationships or losing patronage forever.

Learning Objectives.
After developing the KeyPoints outlined in this publication, you
should mainly be able:
 recognize the concept and value of corporate culture as it
relates to customer service.
 identify the benefits of developing a cultural action plan.
 acknowledge the value of learning key factors that
constitute the framework of customer service.
 know the best practices and useful tools in providing
superior customer service.
 identify strategies to build customer relationships and
improve service.
 determine if customer service is provided at all levels
within an organization.
 calculate Lifetime Revenue Per Customer (LRPC).
 identify the methods for creating a personal customer
service philosophy.

Learning Objectives (continues).
 gain awareness of daily practices as cornerstones for a
service excellence program.
 recognize the benefits of face-to-face greeting standards.
 recollect the impact of tone, enunciation, choice of words,
and pace over the phone.
 understand the importance of maintaining professionalism in
online correspondence.
 use the proper techniques to avoid triggering angry reactions
from customers.
 learn to achieve customer service excellence.
 recognize the benefits of developing team practices that
enable delivery of excellent customer service.

How to Excel at Customer Service – Summary.
☺ They say "you can't create the cathedral before you build the
foundation."
☺ This is enough a good reason to motivate to look into “Customer
Service” and focus on building the foundation of good service.
☺ In today's marketplace, satisfaction isn't enough and the goals
shouldn't stop only at "customer satisfaction guaranteed", but
to creating customer loyalty.
☺ In a competitive business environment, it's important to make
yourself and your company necessary to a lot of "somebodies".
Those somebody are your customers.
☺ Like five-star restaurants and hotels, five star service ought to
extend beyond personal entertainment. A certain amount of
pampering is key to achieving customer loyalty. Thus, let’s
adopt the "five star attitude" an integral part of our service
commitment.
☺ Learn and differentiate the best methods to handle difficult
customers in person and over the phone.

How to Excel at Customer Service – Summary (continues).
☺ It's tempting to cut and run in of a difficult customer, but
coping with even the most challenging situations is part of
customer service.
☺ In advancing to new levels of customer service commitment,
it's helpful to have an easy way to remember additional
concepts in customer service excellence: E-X-C-E-L.
☺ Finally, to move to the level of stardom in the customer service
area we need to grasp the meaning of leadership, the
importance of long-term focus, and secrets to making
customers memorable.

☺ (Section 1) Building the Service Foundation: Corporate Culture.
☺ (Section 2) Fundamentals of Exceptional Customer Service.
☺ (Section 3) Voice of the Customer.
☺ (Section 4) Advancing Your Service Expertise.
☺ (Section 5) 3 Cs: Customers, Conflict and Confrontation.
☺ (Section 6) Overcoming Challenging Service Situations.
☺ (Section 7) Service Excellence: the EXCEL Acronym.
☺ (Section 8) Service Stars and Service Teams.
How to Excel at Customer Service -
Sections List.

(Section 1) Building the Service Foundation: Corporate Culture –
Summary.
☺ Corporate Culture, also known as your workplace "culture" can
be positively or negatively affect customer service.
☺ It’s therefore worth getting the basics about corporate
culture, and how it impacts service.
☺ You'll be able to identify on-the-job issues that are barriers to
service excellence.
☺ Simple, but effective, exercises will enable you to
differentiate between a healthy corporate culture, and an
unhealthy one.
☺ A good advice will be to develop a step-by-step action plan that
sets the tone for an organization that prides itself on quality
service.
☺ Finally, gaining the know-how to be a dynamic force within your
own division, team, or group culture, should be on the agenda.
☺ By learning to strengthen the internal environment, you'll
increase commitment to service, boosting performance,
productivity, and ultimately, success.

(Section 1) Building the Service Foundation: Corporate Culture –
HighPoints.
 Corporate Culture: The Basics.
 Service Obstacles.
 Cultural Action Plan Development.
 Influencing A Group Culture.

(Section 1) HighPoints: Corporate Culture: The Basics.
☺ recognize the concept and value of corporate culture as it
relates to customer service.
☺ choose the statement that best defines corporate culture.
☺ match definitions with components of corporate culture.
☺ identify what needs to exist within a corporate culture to
provide excellent customer service.
☺ determine whether an organization has a sufficient service
focused corporate culture.

(Section 1) HighPoints: Service Obstacles.
☺ recognize the value of discriminating between a healthy and
unhealthy workplace culture.
☺ list examples of customer service barriers within a company.
☺ identify how organizational openness effects the development
of a customer-centered culture.
☺ enumerate examples of organizational inflexibility’s signs and
symptoms.

(Section 1) HighPoints: Cultural Action Plan Development.
☺ recognize the benefits of developing a cultural action plan.
☺ identify elements of service impact issues.
☺ implement the changes needed to quickly remedy service impact
issues.
☺ identify examples of organizational issues situated beyond an
individual's control.
☺ recognize the application of the process for communicating
cultural issues.

(Section 1) HighPoints: Influencing A Group Culture.
☺ perceive the value of developing a strong culture within your
work group.
☺ determine whether an organization has effectively developed a
vision and mission.
☺ including the steps to realize the vision and mission.
☺ identify the criteria needed to be present for a culture to be
considered service focused.
☺ list examples of items that should be included in an effective
document of cultural standards.

(Section 2) Fundamentals of Exceptional Customer Service – Summary.
☺ Take the goals over merely satisfying the customer to
creating customer loyalty.
☺ Beyond out-dated modes of thinking, try to establish the
building blocks for a service mentality that increases
customer commitment, not to mention profits.
☺ Learn how to develop service standards and track their
effectiveness.
☺ Gain new insights and strategies from the corporate leaders
of customer service.
☺ Explore the value of building relationships with customers.
☺ But most importantly, be able to create one’s own customer-
focused philosophy.

(Section 2) Fundamentals of Exceptional Customer Service – HighPoints.
 Defining Service.
 Service Standards.
 Great Customer Service Strategies.
 Action Plan for Personal Service.

(Section 2) HighPoints: Defining Service.
☺ recognize the value of learning key factors that
constitute the framework of customer.
☺ discover types of service tangible and intangible.
☺ determine whether sales personnel effectively use
non-verbal communication skills.
☺ recognize if customer service is provided at all
levels within the company.
☺ enumerate factors to consider when reviewing
customer-service processes.

(Section 2) HighPoints: Service Standards.
☺ acknowledge the value of consistently setting and
tracking new service standards that result in continuous
improvement.
☺ consider examples of service standards.
☺ identify strategies that an employee should use to
implement a service standard.
☺ discover questions to use when measuring how often
standards are met.
☺ single out methods for continuous improvement of service
standards.

(Section 2) HighPoints: Great Customer Service Strategies.
☺ recognize best practices and tools in providing excellent
customer service.
☺ succeed in calculating LRPC (Lifetime Revenue Per Customer).
☺ list customer contact points that can be personalized for
customers.
☺ identify key methods of consistent follow-up.

(Section 2) HighPoints: Action Plan for Personal Service.
acknowledge the benefits of the three steps to a personal
service action plan.
☺ identify which processes should be evaluated and improved
based on customer experiences.
☺ enumerate the methods for creating a personal customer
service philosophy.

(Section 3) Voice of the Customer – Summary.
☺ Focus could be on recognizing and ultimately anticipating
customer expectations.
☺ There are number of ways to hear "the customer’s voice", but
you have to know how to listen.
☺ Thus, you have to learn about the dynamics of client
expectations, and the inconsistent, ever-changing nature of
today's customer.
☺ How do customers judge our success?
☺ Explore the five key expectations dimensions, and be able to
assess the work environment in terms of meeting client needs.
☺ Be able to master methods of compiling customer data and
input.
☺ Explore how to align your services with each of your clients,
and gain customers for life.

(Section 3) Voice of the Customer – HighPoints
 Customer Expectations.
 The 5 Dimensions of Customer Expectations.
 Customer Input (Collection Connection).
 Matching Service with Need (Customer Compatibility).

(Section 3) HighPoints: Customer Expectations.
☺ gain awareness of the changing nature of customer
expectations.
☺ recognize the impact of perception on customer expectations
and satisfaction.
☺ describe items that cause customer expectations to change
with time.
☺ differentiate between past and present customers’ profiles.

(Section 3) HighPoints: The 5 Dimensions of Customer Expectations.
☺ recognize the value of each of the five dimensions of
customer expectations.
☺ determine whether an organization has effectively
demonstrated dependability to customers.
☺ identify a process to evaluate product quality in relation to
customer service.
☺ select the actions that demonstrate responsiveness to
customers.
☺ determine whether an organization's assurances
effectively meet customer expectations.
☺ employ empathetic communication techniques while dealing
with a customer.

(Section 3) HighPoints: Customer Input (Collection Connection).
☺ perceive the critical importance of collecting input from the
customer with regard to service expectations.
☺ use the key principles of the Socratic method to get customer
input.
☺ identify appropriate data gathering methods for obtaining
valuable customer feedback on service practices.
☺ determine the most appropriate data collection strategy.
☺ identify common problems with collecting customer input.

(Section 3) HighPoints: Matching Service with Need (Customer
Compatibility).
☺ perceive the value of aligning the organization's services with
the customers' expectations.
☺ list the top three customers' expectations.
☺ identify problems consistently encountered and how they
relate to the top three customers' expectations.
☺ use the procedures for resolving un-met customers'
expectations.
☺ assess whether a company effectively tracked customer
problems.

(Section 4) Advancing Your Service Expertise – Summary.
☺ A certain degree of pampering is key to achieving customer
loyalty, and we need to learn to incorporate "five star attitude"
an integral part of service commitment.
☺ We should foster awareness and new skills that deepen our
customer service expertise and gain techniques for
personalizing customer interaction.
☺ Enhancing our approach to customer assistance by giving it
form in a structured plan, is vital.
☺ Critical differences in specialized service when dealing with
customers over the phone are to be well understood.
☺ Technology has well gained its place in daily business, we'll
integrate tips for service-friendly e-mail into our customer
assistance practices.
☺ Interactive examples, simulated dialogues, and game-like
exercises should be part of a skill-building exercises to take
our customer service proficiency up a notch toward excellence.

(Section 4) Advancing Your Service Expertise – HighPoints.
 Daily Five-star Service.
 Greeting Customers in Person.
 Greeting the Customer on the Phone.
 e-Tools for Service.

(Section 4) HighPoints: Daily Five-star Service.
☺ gain awareness of daily practices – the cornerstones for a
program of service excellence.
☺ list the keys to customer loyalty.
☺ recognize the role a positive mentality plays in delivering
customer service excellence.
☺ identify the importance of supporting colleagues to achieve
service excellence.
☺ enumerate the factors to consider when determining frequency
of contacting customers.
☺ evaluate appropriate responses to different customer
behaviour styles.

(Section 4) HighPoints: Greeting Customers in Person.
☺ recognize the benefits of face-to-face greeting.
☺ use effectively strategies for personalized greetings.
☺ use active listening appropriately.
☺ formulate a customer assistance plan.

(Section 4) HighPoints: Greeting the Customer on the Phone.
☺ recognize the special challenges of providing service over the
phone as compared to greeting customers in person.
☺ understand the impact of tone, enunciation, choice of words,
and pace when dealing with customers over the phone.
☺ apply an effective initial response to answer the phone in a
given situation.
☺ select responses that are most appropriate for a customer's
style.
☺ use techniques to determine whether what you heard is what
the customer actually said.
☺ employ service-oriented methods to transfer phone calls.

(Section 4) HighPoints: e-Tools for Service.
☺ gain awareness of the benefits of having guidelines for using
the Internet and email effectively with customers.
☺ identify important statements concerning the effective use of
e-mail.
☺ determine whether there are mistakes in emails.
☺ recognize the importance of maintaining professionalism in
online correspondence.

(Section 5) The 3 Cs: Customers, Conflict and Confrontation – Summary.
☺ Not knowing how to handle an arrogant, obnoxious, rude
customer can sink one’s working day.
☺ Thus, it's challenging to stay service-minded when the person
you are dealing with is being "difficult."
☺ It’s desirable getting the perspective to effectively cope with
customer conflict, and sound methods to deal with all types of
potentially confrontational situations.
☺ One should be able to identify elements of emotional response
that interfere with good customer service.
☺ Staying cool, calm, and customer-connected is a critical learning
objective.
☺ Develop communication skills that defuse customer complaints.
☺ Learn and differentiate the best methods to handle difficult
customers in person and over the phone.
☺ Develop strategies necessary to restore customer confidence
and move beyond the thorny issue to an even stronger
relationship.

(Section 5) The 3 Cs: Customers, Conflict and Confrontation –
HighPoints.
 What Creates a Confrontational Customer.
 Communication Essentials for Dealing with Customers.
 Face to Face with Customer Conflict.
 Handling Customer Conflicts Over the Phone.

(Section 5) HighPoints: What Creates a Confrontational Customer.
☺ recognize behaviours and issues that typically trigger
complaints and conflict from customers.
☺ identify behaviours generating customer confrontation.
☺ list the product-related issues that anger customers.
☺ apply steps that ensure effective follow-through on customer’s
complaints.

(Section 5) HighPoints: Communication Essentials for Dealing with
Customers.
☺ explore the value of critical communications concepts
necessary for handling customer difficulties.
☺ distinguish techniques to listen with detachment.
☺ use techniques to backtrack and clarify during confrontational
exchange.
☺ identify self-development methods to help build rapport with
angry customers.
☺ use methods to transition from customer issues to solutions.

(Section 5) HighPoints: Face to Face with Customer Conflict.
☺ understand the critical importance of the key elements of
handling customers problems in person.
☺ recognize the value of being well-prepared physically and
mentally for face-to-face service challenges.
☺ use techniques to make a customer feel understood.
☺ identify questions needed to gather complete information
with the first contact.
☺ apply principles to resolve customer issues and repair
customer relationships.

(Section 5) HighPoints: Handling Customer Conflicts Over the Phone.
☺ perceive the value of specialized techniques to cope with
challenging customer service issues over the phone.
☺ use proper techniques to avoid triggering angry reactions from
a customer.
☺ provide effective telephone assistance to various types of
customers.
☺ recognize techniques to maintain a high performance attitude
at all times.

(Section 6) Overcoming Challenging Service Situations – Summary.
☺ In customer service, when the going gets tough we have to hang
in there.
☺ Recognize the warning signals is an important first step, then
apply strategies that de-escalate confrontational clients.
☺ Admitting mistakes is an easy concept, but for most people, it's
not so easy to do.
☺ But we ought to find ways to admit being wrong, and accept
responsibility for errors.
☺ Though it's not appropriate to tell a customer to "chill out",
there are some easy to use tactics to cool down the angry
client.
☺ We need to explore the steps to guiding customers toward a
solution to a problem or issue.
☺ Finally, we are to test our tolerance, and take a pre-emptive
strike at conflict by learning to plan for challenging situations
before they ever occur.

(Section 6) Overcoming Challenging Service Situations – HighPoints.
 Recognizing "Red Alert".
 Admitting Mistakes.
 Defusing Customer Anger.
 Guided Problem-solving.

(Section 6) HighPoints: Recognizing "Red Alert".
☺ recognize the critical importance of identifying warning signs
of potentially confrontational situations.
☺ recognize the anger continuum.
☺ perceive changes in body language and facial expressions in
terms of how they relate to coping with angry customers.
☺ use tactics to de-escalate confrontational situations
immediately.
☺ identify the characteristics and components of a plan for
handling threatening situations.

(Section 6) HighPoints: Admitting Mistakes.
☺ recognize the benefits of accepting responsibility for mistakes.
☺ apply the concept of accepting responsibility for errors when
dealing with an unhappy customer.
☺ identify techniques to keep mistakes from recurring.
☺ apply the key components to deliver a genuine apology

(Section 6) HighPoints: Defusing Customer Anger.
☺ recognize crucial techniques for defusing challenging customer
situations.
☺ apply the strategies to handle an unhappy customer in a non-
defensive manner.
☺ utilize a non-judgmental communication strategy when dealing
with a challenging customer.
☺ differentiate between positions and issues as a means to
resolve customer complaints.

(Section 6) HighPoints: Guided Problem-solving.
☺ recognize the benefits and elements of guided problem-solving.
☺ ask anticipatory questions to resolve an issue with an upset
customer.
☺ perceive the process for helping a person choice from limited
options.
☺ employ strategies to turn potential solutions into an action plan.
☺ identify a person's level of tolerance to conflict and
confrontation.

(Section 7) Service Excellence: the EXCEL Acronym – Summary.
☺ E-X-C-E-L is an acronym for five important behaviours that
impact the service mindset.
☺ “E” for “Enlist Help”, is the first concept in the EXCEL
acronym.
☺ “X “is for” X-Ray” questions, developing the skills to "read" your
customers by asking the right questions in the right way.
☺ The "C" topic gives the steps to “CLOSE” off problematic
customer issues by anticipating them.
☺ This E is for “EMPOWER YOURSELF”, one of the most crucial
concepts to being a great service provider; for taking
ownership of one’s own personal service philosophy.
☺ “L” issues a challenge. In "Learn to be Flexible", one must come
up with a plan to increase your flexibility one day at a time.
☺ These guidelines will introduce customer service mentality, and
infuse a spirit of commitment to service far beyond the
workplace norm.

(Section 7) Service Excellence: the EXCEL Acronym – HighPoints.
 E: Enlist Help.
 X: X-ray Questions.
 C: Close the Case on Problem Areas.
 E: Empower Yourself.
 L: Learn to be Flexible.

(Section 7) HighPoints: E for Enlist Help.
☺ recognize the benefits of enlisting and offering help.
☺ integrate the customers' desires for consistency and
dependability with your company's ability to deliver it.
☺ identify those issues that make it difficult for one to ask for
help.
☺ classify the areas where one has consistent challenges.
☺ construct a list of resources that are available.
☺ define a process for sharing within the organization what one
learns from customers.

(Section 7) HighPoints: X for X-ray Questions.
☺ acknowledge the value of good questions in handling customer
service issues.
☺ recognize that customers have the answers if you ask the right
questions.
☺ use the appropriate questions to avoid putting a customer on
the defensive.
☺ use active listening skills.
☺ determine whether to turn a problem resolution into a sales
opportunity.

(Section 7) HighPoints: C for Close the Case on Problem Areas.
☺ recognize the value of anticipating potential customer problems
before they occur.
☺ apply techniques to meet customers' expectations.
☺ use essential tools and resources to provide the type of service
a customer desires.
☺ deliver effectively bad news to a client.

(Section 7) HighPoints: E for Empower Yourself.
☺ recognize the powerful impact an individual can have on
customer service.
☺ describe how deepened knowledge increases judgment.
☺ define ways to clarify with managers the level of decision-
making one has.
☺ use strategies that would exemplify an effective rapid
response system.
☺ describe ways to be a continuous learner in the "soft skills".

(Section 7) HighPoints: L for Learn to be Flexible.
☺ recognize that flexibility is a powerful concept in achieving
customer service excellence.
☺ use the appropriate actions to handle various customer types.
☺ apply the necessary actions to help move through change.
☺ create a plan for doing one thing differently each day to
practice flexibility.

(Section 8) Service Stars and Service Teams – Summary.
☺ To move to the level of stardom in the area of customer
service, we will grasp the meaning of leadership, the importance
of long-term focus, and the secrets to making customers more
memorable.
☺ We have to explore the importance of being a little "self-
serving." We are much better caretakers if we practice taking
care of ourselves.
☺ After looking at individual excellence, we look inside the
workings of a championship team, a group that has the know-
how to deliver excellent service.
☺ However, beware of team issues that can destroy levels of
service.
☺ Also, it’s worth examining the pitfalls of attitudes that can put
cracks in the smoothest service armour.
☺ So, let’s be the best service providers we can be.

(Section 8) Service Stars and Service Teams – HighPoints.
 Profile of a Service Star.
 How Self-service Enhances Customer Service.
 Championship Team.
 When Team Issues Damage Service.

(Section 8) HighPoints: Profile of a Service Star.
☺ recognize the practices of individuals with superior
service skills.
☺ use methods to anticipate and stay one step ahead of
customer needs.
☺ determine whether a service professional has effectively
applied the principles to turn a one-time sale into a long-
term relationship.
☺ find out whether a service professional used techniques
to improve memory and recall facts about customers.
☺ apply procedures to help a customer's business.

(Section 8) HighPoints: How Self-service Enhances Customer Service.
☺ recognize the value of taking care of one's self in order to
better care for the customer.
☺ determine techniques to include rest and rejuvenation in a daily
schedule.
☺ ascertain whether a person effectively used strategies to avoid
over-commitment.
☺ employ techniques to keep from internalizing criticism or taking
it personally.
☺ recognize methods for "turning off work" and tuning into
aspects of life unrelated to the workplace.

(Section 8) HighPoints: Championship Team.
☺ recognize the benefits of developing team practices that
enable delivery of excellent customer service.
☺ identify the elements required to focus on the service vision.
☺ determine the method to be sure each team member has a
specific area of subject matter expertise that can be accessed
by other team members.
☺ identify a process for full accountability.
☺ determine whether an employee used the appropriate steps to
enable consistent performance improvement.

(Section 8) HighPoints: When Team Issues Damage Service.
☺ recognize the negative impact of destructive forces
in teams which impede good service.
☺ examine the negative results of duelling for
resources.
☺ use techniques for addressing non-supportive
behaviour.
☺ identify the elements of an orientation process that
clearly defines team expectations.

How to Excel at Customer Service – Conclusion.
At this point you should be able to be familiar with the following:
 demonstrating excellent internal customer service.
 customizing service.
 building long-term customer relationships.
 demonstrating empathetic communications techniques.
 resolving unmet customer expectations.
 practicing active listening.
 developing good phone presence.
 sending effective e-mail.
 managing customer conflict.
 taking responsibility at the proper level.
 letting the customer know that you want to help.
 acknowledging and correcting mistakes.
 seeking out the correct help when you need it.
 maintaining good relationships with your co-workers.
 taking ownership of the problem and moving toward a solution.
 building positive personal relationships with the customer.

Thank you for your interest!

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