1.

CUSTOMER SERVICE BASIC

1.1. Introduction to Customer Service

Our Customers

“There is only one boss, and whether a person shines shoes for a living or
heads up the biggest corporation in the world, the boss remains the same.
It is the customer!
The customer is the person who pays everyone’s salary and who decides
whether a business is going to succeed or fail. In fact, the customer can fire
everybody in the company from the chairman (CEO) on down, and he can
do it simply by spending his money somewhere else. Developed and
associate employed, is directed with this one objective clearly in mind –
pleasing the customer.”
--Sam M. Walton, CEO Wal-Mart

Cred from Sam Walton the owner and CEO of Wal-Mart – an international
chain of department stores and the most successful and wealthiest men in
the US.

“Look before you leap.”

Customer Service in the 21st Century

Ask any CEO of a company, president of a bank, manager of an office,

minister or staff person and they will tell you HOW IMPORTANT the
customer is to their operations and success. In meeting after meeting, heads
of industry, the service sector, utilities, and government try to convince the
audience how much they believe in customer service.

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“It is our mission, it is our number one priority, it is our goal, it is why we are
in business, etc…,” often prove to be mere epitaphs. Unfortunately. These
same “customer friendly” executives go back to their offices, de-employ
office staff, fail to initiate a customer service improvement plan and send
memos out saying customer complaints are unjustified and overblown. It is
a contemporary mantra of the key to success. Yet, how many of these same
people are just miming what others say or think without ever actually
considering what customer want, hoe to deliver good service, how to develop
systems that enhance customer satisfaction and create a service friendly
environment. The reality is that customer ser4vice around the world, with a
few notable exceptions, is either declining or standing.

Technological developments have dehumanized service while economic

pressure and high employee turnover have left5 customers wondering when
they will receive proper service at a fair price and in a timely manner. Why is
customer service in such” being paid to the significance of the customer in
contemporary business, government and public life? If customer service and
contact with a customer or client are so important for the success of a
company or organization, then why are some companies and organization
failing in this critical department?

Moreover, can a company offer good services/products at low or reasonable

prices but still not meet customer demands and suffer financially as a result?
Can a company know the need and problems of customers without having
contact with them and without listening to them? This customer service-
training manual will answer these questions and many more, providing
numerous concepts and ideas of how to improve the service you offer
customers.

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Throughout the course of the manual we will come back to three fundamental
elements that must exist and be cultivated in order for good service to
flourish:

1. Expand your idea of service,

2. Consider or reconsider who your customers are, and
3. Develop customer friendly service techniques and systems.

If you master these three fundamental elements, your customer service is

bound to improve and mature.

We hope you will find that improving customer service and developing an
internal system to guarantee continual proficiency is not the most difficult or
costly endeavor in the world. Customer service improvement is not like
sending someone to the moon, but it does require understanding,
commitment, time and effort

Companies or organization that manage customer service the best are those
who develop a policy and then stick to it. This may seem easy, and this
manual will help you along in this process, but in an age of political
transaction, mergers and acquisitions, regulation and de-regulation, rapid
management turnover and global competition, adhering to sound customer
service policy can be quite a challenge.

1.2. The three Key Elements

Expand Your Definition of Service

How you define service shapes every interaction you have with your
customers. Limited definitions of service based on an exchange of monies
for goods or service misses the overall point of customer service.

“Service” should provide the customer with more than a product or action
taken on his/her behalf. It should provide satisfaction. In essence, the
customer should walk away pleased at the result of the transaction – not just
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content but actually happy. A happy customer will continue to be a buying
customer and a returning customer.

Of course you want to give customers want they want but this is not always
possible. If you define customer service only as giving customers exactly
what they want youhave missed another key aspect of service – helping the
customer to decide what they want. This is more subtle and difficult, requiring
listening, friendliness, and empty on the part of your service provider. By
addressing these less obvious customer needs you can provide the
customer with alternatives to their obvious desires (expanding your
business) and get to know your customer better. Knowing the customer is
critical to success.

Who are Your Customers?

Customers, buyers and clients want to pay a fair price for quality service or
products, and feel satisfied they have paid for a service/product and received
what they have paid for in return. They also want someone to take care of
them. They need someone understand their needs and help answer them.
They need someone to hold their hands and walk them through a process.
Customer service start with the ability to listen to the customer and find out
through polite questioning what he/her needs or wants.

Customer service and contact with a client mean that customer will be heard
and his/her problems will not go unanswered or ignored. It also means
getting to know your client, his/her likes-dislikes, ideas, background, etc.

The other most important aspect to do is to listen to what the customer is

Saying, if people do not understand what is motivating the customer, they
will not be successful in handling them. Do research on customers their
habits, and what they want and expect.

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Most customer service is defined by how a company or organization treats
“external customers”, but there is “internal customer service” as well. While
this manual mainly addresses “external customers,” expanding your
definition of customer service to include co-workers will lead toward even
greater success. Remember, the internal costumer chain is just like the
external, we are all customers both inside and outside the company or
organization. As a Wall Street Journal article succinctly put it, “Poorly Treated
Employees Treat Customers Just as Poorly.”

Develop a Customer Friendly Approach

One commonality among all companies or organization that provide a good

development of a system and attitude promoting customer friendly service.
By “customer friendly” we mean viewing the customer as the most important
part of your job. The cliché, “The customer is always right” is derived from
this customer friendly environment.

Two critical qualities to the “Customer Friendly Approach”:

1. Communications

2. Relationships

The two main tasks of a successful customer relationship are to

communicate and develop relationships. They don’t take a huge effort, but
don’t happen instantaneously either. Positive dialogue or/Communication
with your customers are perhaps the two most important qualities to strive
for in customer service.

As will be discussed at length in Module Two, there are numerous

techniques, systems and “tips” to create the “customer friendly environment.”
1.3 What Customer Service Means

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1.3 What Customer Service Means

As mentioned earlier, customer service means providing a quality product or

service that satisfies the needs/wants of a customer and keeps them coming
back. Good customer service means more- it means continued success,
increased profit, higher job satisfaction, improved company or organization
morale, better team work, and market expansion of services/products.

Think about it places where you enjoy doing business-restaurants, stores,

petrol stations suppliers banks, etc. Why, aside from the actual product or
service they provide, do you like doing business with them? You probably
find them courteous, timely friendly, flexible, interested, and a series of other
exemplary qualities. They not only satisfy your needs and help you in your
endeavors but make you feel positive and satisfied. You come to rely on their
level of service to meet your needs and wants.

On the other hand, let’s review a business you dislike patronizing maybe
even hate utilizing but in some cases do so out of necessity. Maybe it is the
ministry of transport when you need a new driver’s or maybe it is the local
department store that carries a product you need but who offers lousy service
when you purchase. In such cases we are willing to hypothesize that the
customer experience is marred by long lines, gruff service, inefficient
processing, impolite and unfriendly clerks or sales people, lack of flexibility,
and no empathy for your customer plight. In these cases you feel abused,
unsatisfied, and taken advantage of-in essence, your experience is wholly
negative.

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Unfortunately, in the cases we outlined above there is no competition for the
services/products offered or you will gladly not consider using either the
Ministry of Transport or the rude department store. This is the advantage of
monopoly on a good or service because in a competitive marketplace, the
unsatisfied customer shop elsewhere.

Remember, good customer service results in customer satisfaction and

return customers and growth in business. Poor customer service, except for
monopolistic strongholds, generally results in consumer dissatisfaction, lack
of returning customers and dwindling business.

1.4 Customer Service Qualities

Customer service=Accountability=Delivery

Customer service is:

 Fundamental
 Simple
 Daily
 Time oriented
 Persevering
 Specific
Professional Qualities in Customer Service

Professionals who constantly deal with customers (inside and outside the
company) need to strive for certain qualities to help them answer customer
needs.

The Professional qualities of customer service to be emphasized always

relate to what the customer wants. After years of polling and market

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research, it turns out customers are constantly internalizing their customer
service experience. What this means is they are grading your customer
service during each transaction but you really know it. While there are a
multitude of customer needs, six basic needs stand out:

1. Friendliness-the most basic and associated with courtesy and

politeness.

2. Empathy-the customer needs to know that the service provider

appreciates their wants and circumstances.

3. Fairness-the customer feels they want to receive adequate attention

and reasonable answers.

4. Control-the customer wants to feel his/her wants and inputs has

influence on the outcome.

5. Alternatives-most customers want choice and flexibility from service.

They want to know there are many avenues to satisfy them.

6. Information-customers want to know about products and services but

in a pertinent and time-sensitive manner.4 Too much information and
“selling” can put off customers.

It is also very important for customer service employees to have information

about their product or service. Service providers who answer, “I don’t know”
or “It is not my department” are automatically demanded and demoted in the

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mind of customer. These employees can end up feeling hostile as well as
unequipped. Costumers want information, and they
Disrespect and distrust the person who is supposed to have information but
does not.

Good Information is Often Good Service

Employees need to be empowered to satisfy customers. Employees will give

bad service to customers if they themselves receive bad service and little
feedback from their managers and supervisors. Remember: external
customer service starts with internal customer service.

1.5 Taking an Honest Look at Your Customer Service

Survival in the world of customer service is predicated on critical evaluation.

Honest self-appraisal is necessary if you are to understand the quality of
service of your company or organization is offering the customer.

Self -Evaluation Questionnaire

Use the following ten questions to see if you are delivering bronze, silver, or
gold level customer service. Stepping back and objectively assessing
yourself will help you see what your personal service strengths are and
where you may need to devote some extra attention. Remember, be honest|
Use the following numbers to evaluate each question

0=Rarely 1=Sometimes 2=Often 3=Almost Always

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___________1) When having a conversation with a customer, do I give
him/her my complete attention and avoid doing other activities (working on
the computer, writing unnecessarily, doing a crossword puzzle, and so on)?
___________2) Do I make eye contact with speaking with a customer to
show that I am paying attention?

___________3) When speaking to a customer over the phone, do I make an

effort to use the inflection in my voice to convey interest and concern.

___________4) Do I pick up the telephone by the third ring?

__________5) When I need to put a customer on Hold, do I ask his or her

permission and wait for response before doing so?

__________6) Do I avoid technical jargon and use language that the

customer can understand?

__________7) When I cannot provide my customer with exactly what he or

she wants, do by me or my company?

__________8) Do I sincerely apologize to the customer when a mistake has

been made by me or my company?

__________9) When a customer is voicing a complaint, do I remain calm

and understanding-even if I think he or she is wrong?

__________10) Do I view customer complaints as an opportunity to improve

service rather than as a problem that is taking up valuable time?

__________TOTAL
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SCORING-Add together the scores of all ten questions and then look below
to see how you did. If you scored:

0 - 12 points: you are at the Bronze Level

13 - 22 points: you are at the Silver Level
23 - 30 points: you are at the Gold Level

For specifics about what your score means and where to go from here, find
your level described below and read on

BRONZE- Scoring at this level doesn’t mean that you don’t care about
customers, it is due to one of the following three reasons:

You are a newcomer to the service field and are still learning how to deal
with customers.

You are seasoned service field and are still learning how to deal with
customers.

Job suitability. Over the years, we have met certain people who just don’t
enjoy dealing with customers or help in other solve problems. Nothing is
wrong with them, they just work better by themselves. If this situation applies
to you, you might consider either changing jobs or changing the focus of the
job you currently hold.

SILVER- You have a solid understanding of the basics, but you are not using
them consistently.

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The probable reason for this inconsistency is that you are overwhelmed by
the functions of your job. On good days, you give good service, and on bad
days, you give bad service.

The key is to become more consistent with your attitude .Remember that
regardless of the time you spend with a customer (be it a 30 second phone
call or a one-hour meeting) and regardless of how busy you are das to form
a new habit, so make a point of practicing the items covered in the
questionnaire every time you deal with a customer-especially when you don’t
feel like it!

GOLD - Congratulations- you are a professional. You seem to have the

basics down and ready for larger challenges. To continue to grow, consider
the following:

Once you have finished evaluating yourself, get another perspective by

having a co-worker you know and trust evaluate you. He or She may see
areas for improvement that are blind spots to you.

Go beyond the basics of service. Educate yourself in the more sophisticated

service skills by learning to take initiative.

We suggest you go through the above questionnaire a second time and

replace the word customer with the word staff member. Doing so will help
you to evaluate how good a job you are doing of treating your staff as internal
customers.

Some companies and organization’s never self-evaluate their and operate in

a form of denial. These companies fail to form an honest assessments of the
kind of service to deliver against the kind of service they are delivering.
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Self-evaluation can be done by outside experts (consultants) or through
internal questionnaire as well as customer’s surveys and focus groups within
your company or organization. An aspect to consider when trying to decide
how and who to survey is the level of honest feedback you will receive from
results scrutinized in-house. Even anonymous in-house surveys conducted
under “confidential” conditions can yield less than accurate results.
Employees and staff are often reluctant to criticize their employer for fear of
repercussions. The critical factor in the success of self-evaluation is
obtaining objective data and results. Better to accurately know the
inadequacies of your customer service than to operate impression you are
serving your customer well. In order to obtain complete information and
feedback, it is important that each level of employee and each department
participate in evaluations once adequate self-evaluation has been conducted
and you know where you stand in terms of customer service, you can
organize a service improvement strategy catering to your service needs.

What’s My Customer Service Style?

Consider each of the following questions separately and circle the one letter
(a, b, c, or d) that corresponds to the description that best fits you. If you
have trouble selecting only one answer ask yourself which response, at work,
would be the most natural or likely for you to make. There are no right
answers to these questions, so base your response on how you are today,
not how you think you should be or would like to be in future.

1. When talking to a customer or co-worker…

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 a) I maintain eye contact the whole time
b) I alternate between looking at the person and looking down
c) I look around the room a good deal of the time
d) I try to maintain eye contact but look away from time to time.

2. If I have an important decision to make…

a) I think it through completely before deciding.
b) I go with my gut instincts
c) I first consider the impact it will have on other people
d) I run it by someone whose opinion I respect before deciding.

3. My office or Work area mostly has…

a) Family photos and sentimental items displayed
b) Inspirational posters, awards, and arts displayed
c) Graphs and charts displayed.
d) Calendars and project outlines displayed

4. If I am having a conflict with a co-worker or customer…

a) I try to help the situation along by focusing on the positive.
b) I stay calm and try to understand the cause of the conflict.
c) I try to avoid discussing the issue causing the conflict.
d) I confront it right away so that it can get resolved quickly.

5. When I talk on the phone at work…

a) I keep the conversation focused on the purpose of the call.
b) I spend a few minutes chatting before talking business.
c) I am in no hurry and don’t mind chatting about personal things, the
weather and so on.
d) I try to keep the conversation as brief as possible.

6. If a co-worker is upset…
a) I ask if I can do anything to help
b) I leave him alone; I don’t want to intrude on his privacy.
c) I try to cheer him up and help him to see the bright side.
d) I feel uncomfortable and hope he gets over it soon.

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7. When I attend meetings at work…
a) I sit back and think about what is being said before my opinion.
b) I put all my cards on the table so my opinion is well known.
c) I express my opinion enthusiastically, but listen to others ideas as well.
d) I try to support the ideas of the other people in the meeting.

8. When I make a presentation in front of a group…

a) I am entertaining and often humorous.
b) I am clear and concise.
c) I speak relatively quietly.
d) I am direct, specific and sometimes loud.

9. When a customer is explaining a problem to me…

a) I try to understand and empathize with how she is feeling.
b) I look for specific facts pertaining to the situation.
c) I listen carefully so that I can find a solution.
d) I use my body language and tone of voice to show I understand

10. When I attend training programs or presentations…

a) I get bored if the person moves too slowly.
b) I am supportive of the speaker; knowing how hard the job is
c) I want it to be entertaining as well as informative
d) I look at the logic behind what the speaker is saying.

11. When I want to get my point across to customers or co-workers…

a) I listen to their points and then express my ideas gently.
b) I strongly state my opinion so that they know where I stand.
c) I try to persuade them without being too forceful.
d) I explain the logic behind what I am saying.
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12. When I am late for a meeting or appointment…
a) I don’t panic but call ahead to say that I will be a few minutes late.
b) I feel bad about keeping the other person waiting.
c) I get upset and rush to get there was soon as possible.
d) I apologize profusely once I arrive.

13. I set goals and objectives at work that…

a) I think I can realistically attain.
b) I feel are challenging and would be exciting to achieve.
c) I need to achieve as part of a bigger objective.
d) Will make me feel good when I achieve them.

14. When explaining a problem to a co-worker whom I need help from…

a) I explain the problem in as much detail as possible.
b) I sometimes exaggerate to make me feel.
c) I try to explain how I would like the problem to be solved.

15. If customers or co-workers are late for meeting with me in my office…

a) I keep myself busy by making phone calls works working until they
arrive.
b) I assume they are delayed a bit and don’t get upset.
c) I call to make sure that the person is wasting my time.

16. When I am behind on a project and feel pressure to get it done

a) I make a list of everything I need to do. In what order.by when.
b) I block out everything else and focus 100 percent on the work I need
to do.
c) I set a date to get the project done by and go for it.

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 d) I become anxious and have a hard time focusing on my work.

17. I feel verbally attack by a customer or co-workers…

a) I tell her to stop it.
b) I get hurt but usually don’t say anything about it her.
c) I ignore her anger and try to focus on the facts of the situation.
d) I let her know in strong terms that I don’t like her behavior.

18. When I see a co-worker or customer whom I like and haven’t seen
recently…
a) I give him a friendly hug.
b) I greet him but don’t shake his hand.
c) I give him an enthusiastic handshake.
d) I give him a firm but quick handshake that last a few minutes.

1.6 who are your customers?

As the old saying goes:

Find out what they (customers) like,

And how they like it,

And let’ them have it,
Just that way

Customer survey
Before spending the time, effort, and resources to develop a strategy for
Service improvement, you should take actions to make sure you know
What your customer expects and wants from your services.

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A base-line survey can provide a starting point from which to design and
Implement a customer service improvement plan. A plan line survey will:

 Provide specific feedback on customer satisfaction levels, wants,

needs, and services requirements.
 Gives you objective, valid data on customer service requirements.
 Provide a benchmark for measuring customer satisfaction.

Admittedly, survey require the expertise of outside consultants or market

research firms and require the expenditure on the part of your company or
organization. However, these resources are well spent if you want to improve
Customer satisfaction.

There are many kinds of customer’s surveys, but the basic surveys include:

 Random customer survey

 Company-wide attitude survey
 Lost account survey
 Target account survey
 Customer exit survey

All the survey types listed above have their merits but the most common is
the random customer survey. The random survey is the easiest to conduct
and measures overall customer satisfaction on a range of levels. This
methodology, typically done by phone, mail or in-person, selects a
percentage of customers and randomly survey or customer survey, the
random customer survey is probably the best methodology for you.

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Customer Base
The size and composition of the customer base to be surveyed is critical if
the data will be valid to inform the ultimate customer service improvement
plan. You need to assess the size of your customer base to determine the
sample size for the survey. If your customer base is in the thousands, it
makes sense to hire a market research firm to conduct the survey. A smaller
customer base may not require the intervention of a professional market
research firm.

Service Feedback
Other types of service feedback include:
 Customer focus groups
 Polls
 Suggestions boxes
 Telephone Hotlines
 Public forums
 Customer evaluation
 Customer mail/email
Remember, if you do not know what your customer thinks about your service
levels and performance, there is no way to inform your future customer
service activities.

2. SIMPLE ACTIONS – HUGE RETURNS

This section of manual and training explores the often insignificant behaviors
and actions that can lead to significant payoffs in customer service success.
These techniques and ideas, seemingly obvious and mundane, cover a
variety of communication skills leading to customer satisfaction.

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When reviewing these materials keeps in mind that customer are like
elephants – they have long memories. They cherish companies who treat
them well and quickly stop patronizing those who do not.

Key statistical consumer sector that revealed:

 Customers will spend up to 10% more for the same product with better
service.
 When customers receive good service they tell 10-12 people on
average.
 When customers receive poor service they tell upwards of 20 people
on
 There is an 82% chance customers will repurchase from a company
where they were satisfied.
 There is a 91% chance that poor service will dissuade a customer from
ever going back to a company.

2.1. Non-Verbal Communication

Body Language
Body language can say more than words. A resent university study on how
people receive information had these results:

 55% of what we learn from others comes from their body language.
 38% of what we learn from others comes from their tone of voice.
 7% of what we learn from others comes from the words the say.

Face-to-face Conversations

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It is often not what you articulate but how it I presented. What you wear and
how you express yourself has a lot to do with how what you say is received.

Have you ever noticed how a person who is dressed-up, even in older or out-
of-style clothing commands more authority and respect? The impression
they make and what they have to say is enhanced by their personal
presentation, facial and hand gestures, as well as the substance of what they
have to say. As it turns out, substance is only part of the equation of being
persuasive and influencing perception.

On one level this seems unfair and superficial because what a person says
and how they behave should be more important than if they are well
groomed, smiling and dressed-up. Yet visual perception plays a vital role in
human impressions and reactions. For reasons psychologists do not always
understand, nature and learned behavior have taught humans to perceive
neat smiling, well-presented individuals in more commanding manner.

For example, what better way to sell cosmetics or clothing in a large

department store than to see well put together, groomed salespeople
soliciting and serving customers? This has become a global industry
standard because it works. People like to buy products, especially personal
beauty and clothing products, from salespeople who look good in the very
products they are buying. Customers visualize themselves looking like the
sales people. Of course the most successful salespeople are also well
trained informed about their products, but it is initial non-verbal
communication that first influences the interaction.

The same can be said for those who smile, laugh and make warm hand
gestures – these people are well received and linked by others. “Warm”

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people immediately ingratiate themselves to others. What they say is often
openly accepted, trusted and believed.

It is clear that just looking goof will not produce the desired level of customer
satisfaction. There is certainly a trend around the world in some of the most
expensive retail outlets such as Gucci, Yves Saint Laurent. Giorgio Armani
and others for extremely well dressed, model-esque sale people to address
customers in an arrogant and disdainful manner. Even these retail fashion
giants can lose sight of the basics of customer service and the famous adage
of Sam Walton. These fashionistas need to remember the goal is to smile
and present one’s self well while at the same time delivering quality services
and products to the buying public.

Positive Non-Verbal Communications

• Smiling – there is nothing like a smile and pleasant face to greet a
customer, especially if he/she has a complaint. A smile and polite
conversation can immediately disarm a disgruntled customer. Facial
expression sets a positive tone before you even begin speaking. A relaxed
or pleasant facial expression is the ideal most of the time.

• Eye contact – always look into your customer’s eyes. Directly address
customers

• How you look – personal grooming has a big impact on your

customers. Dirty hands, messy hair and poor dress can mean the loos of an
otherwise happy customer. When interacting with customers, dress neatly
and in a professional environment.

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• Shaking hands – when shaking hands with a customer a firm and
professional handshake is expected. This part of the greeting is now
common among both men and women in a professional environment.

• Be attentive – when listening to a customer, slightly lean towards your

customer and nod your head ever so slightly to indicate you are listening.

• Tone of voice – always convey friendliness and amicability. Do no

raise your in frustration or anger no matter how difficult or tiresome a
customer may behave.

• Hand gestures – use hand movements to emphasize what you say

(even on the phone) and to emphasize your feelings.
• Personal space – this is the distance that feels comfortable between
you and another person. If another approaches you and invades your
personal space, you automatically move back without thought. You are
uncomfortable. Leave adequate distance between you and your customer.
Adequate space is important to making customers feel secure and
unthreatened.

• Posture – slumping in a chair or leaning against a wall while interacting

with a customer are sure signs you are not interested in the customer. Your
pose or posture should express attention, friendliness, and openness. Lean
forward, face the customer and nod to let them know you are interested.

• Observation – notice how your customer behaves and what he/she

reacts positively to while you are providing service.

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Remember, the little, interpersonal actions noted above mean a great deal
in area of customer relations. They can change customer perceptions and
ultimately affect the success of your customer relations efforts.

2.2. Tone of Voice

It’s Not What You Say, it’s How You Say It
The moment you pick up a telephone, body language and visual perceptions
disappear and your tone of voice becomes dominant.

Almost the entire message you project to the customer over the phone is
derived from tone and attitude. For example:

 A flat tone of voice says to customer, “I don’t like my job and would
rather be elsewhere.”
 Slow pitch and presentation say, “I am sad and lonely – do not bother

Me’.
 A high pitch, rapid voice says, I’’ am enthusiastic and excited!’
 A loud voice say, ‘’I’ m angry And aggressive.’’
Tone of voice
86%
Words
14%
Tone of voice
86%
Words
14%

Conversations over the Telephone

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Key to good telephone intonation include:

 Inflection
 Volume control
 Pacing the customer

Inflection is what happens when you read a book to a child – it is the wave
like movement of highs and low in your pitch that make what you are saying
higher or lower. it is the way you emphasize aspects of what you are saying
to make it interesting.

When you repeat phrases and terms many times in a day, like many
customer service representative do, you tend to become monotone as the
phrases have lost their interest to you. in telephone customer service
inflection is pivotal and ‘’monotone’’ lapses are the enemy. You can improve
your inflection by:

 Practicing to stress certain words/phrases

 Regulating you breathing –make each breathe deep and slow
 Exaggerating your tone of voice
 Changing around the phrases you use –repetition equals monotony
 Smiling when on the phone – this causes face muscles to contact,
creating a more position tone.

Be aware that too much inflection sounds unrealistic and artificial classic
examples of over –inflection include radio announcers and some television
presenters.

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Volume

Speaking in a moderate voice is the norm for customer service as high

volume scares and intimidates people. Low volume can be very effective,
especially when a customer is irate-a low volume voice under these
circumstances serves to calm the irate customer.

Speaking louder for short bursts can occasionally serve to emphasize or

focus attention, but this technique should be used rarely.

Pace

Pace is a great tool to build rapport with a customer service professionals

recommend mimicking your customer pace. speaking too fast will serve to
confuse a customer while speaking too slow may leave the impression you
are talking down to the customer.

By controlling the pace of the conversation, you and get the customer to
consider or reconsider what you are saying, and place emphasis on what
you deem important. You are also able to articulate a solution or answer to
a customer in a manner he/she understands.

2.3. Telephone Etiquette

The Dreaded Answering Service

In the world of customer service most people hate the telephone .it has
become common when calling a large corporation, business or service
provider to come in contact with an automated answering service that

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prompts the caller to choose a service of numbers to attain their desired
request. Often the service request or query must conform to the categories
designated in the main menu or the call will can be disconnected. It has
become increasingly difficult to get in touch with a live human being.

If you are a new customer and have never used these systems then it is even
more frustrating, especially if you do not have a Touch –Tone phone or are
intimidated by these machines. Often you have to listen to five minutes or
more of recorded banter before even being given the chance to speak to a
customer service representative. Even when you are connected there is
often a substantial of time spent on hold, waiting for a representative to
become available. In addition, some customers find that after All that all effort
they have not been connected to the appropriate department for their needs,
and must repeat the tedious process again.

When the proper person is finally reached, the customers is already

frustrated and fed up with the process. The company has failed to provide
adequate service even before they have learned of the problem.

Because every telephone encounter is blind customer frustration is greater

on the telephone than any other communication medium. The customer can
feel lost with no connection other than the audio, with the person on the other
end of the phone High - tech telephone systems eliminate even this human
element. They a cheap means of cutting labor costs but ultimately impede
good customer service.

Good Telephone Etiquette

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Thankfully, there are many companies and organizations that understand the
significance of the telephone in doing business and practice good telephone
etiquette.

Good telephone etiquette is the essence of dealing with people a polite and
efficient manner over the telephone. It is one easy and definite way to
improve customer service if you follow the guidelines outlined below.
Telephone etiquette unlike more varying body language, can be uniform and
is not culturally based. The telephone is often the first or last place a
customer comes in contact with an organization or company.
Before telephone friendly is one of the least expensive and cost-effective
ways to deliver better customer service.

Test Your Telephone Etiquette

Before we give the ins and outs of basic telephone etiquette, you may want
to test your current knowledge by rating each of the following scenarios as
true or false.

SCENARIO ONE - the time is 11:45 am, and harriet is at her desk putting
the final touches on last quarter’ sales figure report, which is due to her
boss by noon. She is on the final page of the report when the phone rings.
Harriet tries to ignore it for a few moment (hoping the person will go away),
but the ringing continues. Eventually, she pick up her phone and says with a
smile, ‘’this is Harriet, how may I help you?’’
Sonja is demonstrating good telephone etiquette:
___________ True ___________False

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SCENARIO TWO - Ana is a sales assistant at a large hardware store. Her
supervisor, George, is having a brief meeting with her about some new stock
that has just arrived. Ana’s telephone rings. She immediate picks it up greets
the customer on the other end of the line, and politely say, ‘’let me put you
hold for just a moment.’’

Ana is demonstrating good telephone etiquette:

___________ True ___________False

SCENARIO THREE - Robert is a travel agent who work for a large national
travel agency. His area of specialty is domestic travel. His phone rings and
on the line is a customer who needs help booking an overseas trip to
morocco. Robert explains to the customer that he does not deals with foreign
travel by saying, ‘’I’m sorry ,you’ve reached the domestic travel department,
you need to talk to international. Hold on for a moment, and I will transfer
you.’’

Robert is demonstrating good telephone etiquette:

___________ True ___________False

SCENARIO FOUR-Alex is the assistance to the vice President of marketing
for a clothing manufacturer. He receives a call for her boss – from a person
whose voice he doesn’t recognize – and says “May I ask whose calling
lease?” The customer on the other end of the li9ne gives her name and Alex
replies, “I’ m sorry he isn’t in right now, May I take a message?

Alex is demonstrating good telephone etiquette:

___________ True ___________False

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Okay. How did you do? If you marked any of the scenarios as true, think
again. All of the above scenarios are false because they broke some cardinal
aspect of telephone etiquette and could, consequently, give the costumer a
negative impression.

Answering the Telephone

How a company answers a phone call tell the whole story of how the treat
customers and employees. The correct phrase in the right order in a positive
tone leaves a good impression and starts and start the customers-client
relationship off the right foot.

1. Pick up the phone in three rings. More than three rings signal chaos in
your office or inattentiveness on the part of your company or
organization.

2. Greet the caller, e.g. “hello”, “good morning”. Good manners shows
you respect the caller.

3. Give your name e.g.”Hi, my name is Martha”. This is courtesy that

serves to personalize the customer’s services experience well as
allowing the customer to hold you accountable for your levels of
service. His/She now has a point of reference and someone to contact
when he/she calls back.

4. As the customer if or how you can help. Asking to help tells the
customer you are there to serve His/She problems. This also leaves
the customer with a positive impression.
Put it altogether and you have a good example;

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“Good morning, thanks for calling the intercontinental Hotel Lusaka, my
name is Martha how may I help you?”

The greetings is key; it set the tone and style of the whole interaction.

Troubleshooting

Some things which may upset the customer are simple un-avoided. Here are
some tips on how to best handle these situations.

“Putting a customer on Hold”

 Ask the customer if you can put them on hold: wait for them to say
“yes” or “no” and them explain it well only be for short period of time.
 Explain to customers why you are putting them on hold.
 Thanks customer for holding.
Ask the customer if they mind being transferred: wiat for them to “yes” or “no”
and explain why they are being transferred and to whom.

“Taking a Message”

 Explain your co-workers absence in a positive light but do nlot be too

specific. Exzplain that your co-worker is in meeting,
confrerence,briefing or training. Do not say he or she is gravely ill, is
too hung over to come to work, never called in today, can’t be found,
is playing golf, that you do not know where he or she is, or that he or
she,”was just here”.

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The customer is JOB ONE.
The customer is KING.
The customer is ALWAYS RIGHT.

 Give a reasonable estimate of when the co-worker will return.

 Offer to help the caller, take a message or transfer to another staff
member.

If a co-worker is on holiday and will not return to the office for some time, it
is permissible to say that he or she is on holiday. However, avoid details such
as.”Raymond is at the beach and I am sure he is leaving it up”.
While such details may seems innocuous and even humorous, they gives
the wrong impression to those seeking service.

“Ending the call”

This is the final step in good telephone etiquette. A good customer

representative end the call on a positive note, repenting any action agreed
to be taken and what is going to be done to help or serve the customer.

2.4. First Impression- You Only Get One

Making a Good First Impression

Every salesperson in every business knowns the important of making a

positive first impression. Sales people know their success and livelihood will
depend on their potential customer perceives them the first 30 seconds of
interaction .Good salespeople develop an almost instantaneous rapport with

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potential customers. Customers like them, fellow their advice and buy their
product.

The reality is that we prefer doing business with those we like and trust.
Impression are the key to developing trust and confident in the customer.

As the old saying goes,” You will never get the second chance to make the
first impression.” This is why the first impression is extremely important and
can set the tone for all future transactions. Here are some ways of creating
positive impressions, some which have already been discussed:

 Thoughtfulness in meeting the customer’s needs

 Personal responsibility for the customer’s needs
 Personal responsibility for a customer
 Quick problem solving for customer
 Friendliness
 Using customer’s name in conversation
 Pleasant voice tone
 Polite and courteous manner
 Neatness
 A genuine smile

HOW TO DRIVE A CUSTOMER CRAZY

Nothing drives customers crazier than a service provide who treats them like
an adversary and isn’t interested in looking for ways to help them resolve
their problems.

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Some of the one liners {said, of course, in a monotone voice} that reflect this
negative, ”I don’t care,” attitudes are:

“That’s not our policy”.

“That’s not my job.”

“I ‘m not allowed to do that”
“Ii have no idea.”

Body language that accompanies these responses includes:

A blank stare
Head held down
Looking away
Distracted fidgeting

Here are some factors that create a negative impression:

 Making the customer wait

 Not answering the phone promptly
 Not saying “please” and/or “thank you”
 Speaking loudly or condescendingly to customers or colleagues
 Making faces, frowning, acting distant, and not smiling
 Looking disheveled or like you do not care about your appearance
 A poor handshake
 Focusing on another task while addressing or serving a customer.

Remember, impressions stay with those you meet, especially customers,

and once registered, negative impressions are difficult to overcome.
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2.5 Ten Major Dos and don’ts of customer Service
Every day customer service representatives face situations when what they
say makes or breaks a service interaction. Below are ten phrases that should
never be used because they frustrate and anger customers.

 “No”
 “I don’t know”
 “That’s not my job/That’s not my department.”
 “You are right-that is bad”
 “Calm down”
 “I’m busy right now”
 Call me back”
 “That’s not my fault”
 “You need to talk to my supervisor”
 “You want it by when?”

No: Everyone hates the word “no”. it ios de-motivating, discouraging, and
disinteresting. You will hear this word throughout your life as a customer and
as a service provider. “No” is tantamount to “bad service.” “No” is easy,
cheap, unproductive and negative – it means failure. Unfortunately, “No,” but
focus on what you can do for the customer (accentuate the positive) and not
the negatives of the situation. Better to say “what I can do is…” and
demonstrate that you care and want to provide quality service despite your
current limitations.

I don’t know: Good service means never saying, “I don’t know.” When a
customer hears “I don’t known,” they hear, “I don’t feel like finding the

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information you need.” Better to say, “I’ll find out” or “Let me look into this
and get back to you ASAP.”

That’s not my job./That’s not my department.: when a customer asks you to

do something that you do not know how to do or do not have the authority to
do, become a catalyst by leading the customer to the person or department
who can help him/her solve the problem. Better to say, Let me transfer to the
person who can immediately help you will this problem.”

You’re right – that is bad: Many inexperienced customer service

representatives think by sympathizing with the customer’s plight, he/she will
win over the customer rather than actually doing something to solve the
customer’s problem. If a customer expresses annoyance or frustration, do
not make it worse by commiserating with him/her. Empathize with the
customer but seek to solve the problem.

Likewise, it does not do your company or organization any good to criticize

co-workers or other departments within the company or to the customers. All
interested parties end up looking unprofessional and inept. Rather try your
best to accommodate the customer. Do not promise anything you cannot
deliver but do try to serve the customer well. Better to say, “I understand your
frustration, let’s see how we can solve this problem.”

Calm down: When customers are upset or angry let them vent (within
reason) and they will eventually calm down. Telling them to “calm down” is
belittling, and often serves only to infuriate them further. Better to say, “I’ m
sorry. “This is one of the ideal phrases for customer service – it helps to
placate the angriest of customers and allows you to begin the process of
solving a customer complaint or request and “meet him/her half way.”

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Apologizing does not mean you agree with the customer but it is a means to
empathize and move beyond the emotion of the moment and negative
impact.

I’m busy right now: it is not easy to juggle customers. You often helping one
customer when another calls or visits your service area. Asking a customer
to be patient or politely asking them to wait is very different than putting them
off and saying you are too busy to help. Leaving them standing there or on
hold is two of the mortal sins of customer service. “Being too busy” is
tantamount to saying that you do not care and they are not important. Let the
customer know they important and you are aware of their presence. Better
to say, “I’ll be with you in one moment” or “Please hold and I’ll be right with
you.”

Call me back: this expression conveys little interest on the part of the
customer relation’s employee for the needs and wants of the customer. You
should always call the customer back because you want their business and
are responsive to their requests. Being proactive is part of good customer
service.

That’s not my fault: if an angry customer accuses you of creating a problem,

rightly or wrongly, the natural reaction is to defend oneself. However, this is
not the best course of action. The customer has a problem that needs to be
solved. By resisting the need to defend yourself, and focusing on the needs
of the customer, you resolve the problem faster and with less stress and
confrontation. Better to say, “Let’s see what we can do about this problem.”

You need to talk to My Supervisor: This cliché of bad customer service has
angered and frustrated customer’s decades. Customers often ask for things

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outside the scope of your work or authority – maybe even outside the
services/production provided by your company. While passing off these
requests to your manager is a tempting option, it is better if you attempt to
solve the problem yourself or directly go to the supervisor yourself and get a
solution. You become a service hero for the customer and the supervisor.
Better to say, “Let me find that out for you.”

You want it by when? Customer often make unrealistic demands, especially

when it comes to time. Your first reaction may be annoyance and you may
want to make a snide or sarcastic comment. However, the best approach is
to hold off on displaying a negative attitude and making a poor impression.
Better to say, “I will call right back after I find out If that is feasible.”
Helpful reminders for polite and Friendly responses

Wrong Approach Polite and Friendly alternative

“I don’t know.” “I’ll find out.”
“No.” “What I can do is….”
“That’s not my job.” “Let me find the right person who can help you
with…”
“You’re right – this is bad.” “I understand your frustrations”
“That’s not my fault” “Let’s see what we can do about this”
“You need to talk to my manager.” “I can help you” number”
“You want it by when?” “I’ll try my best”
“Calm down.” “I’m sorry”
“I’m busy right now.” “I’ll be with you in just a moment”
“Call me back.” “I will call you back what is your telephone number”

3. PRACTICE WHAT YOU TEACH-DEALING WITH THE CUSTOMER

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A classic scene customer service scene took place in the 1970s film Five
Easy Pieces starring Jack Nicholson. In the film Nicholson plays a restaurant
“customer” who spars with a grim, veteran waitress who cares nothing or
little about the customer, her job or the restaurant where she works. She is
the worst the service industry has to offer and a classic example of “It is not
my job” mentality.

The scene opens with Nicholson sitting down for breakfast in a small
restaurant (dinner):
Nicholson: I’d like a plain omelet, with no potatoes but tomatoes instead
and some coffee and toast.

Waitress: (Pointing to the menu but looking away) No substitutions

Nicholson: What do you mean? You do not have tomatoes?

Waitress: Only what is on the menu. If you want the omelet, it comes with
French fries but no bread.

Nicholson: I know what it comes with but it not what I want.

Waitress: (Frowning and impatient) I’ll come back in a few minutes because
you are not ready to order.

Nicholson: wait a minute. I am ready to order. I want a plain omelet with

tomatoes but no potatoes, coffee and toast.

Waitress: (Angry) I’m sorry we do not have toast and no substitutions.

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Nicholson: What do you mean no changes and no toast?

Waitress: Would you like to talk to the manager?

Nicholson: You have bread so I know you can make a toast.

Waitress: I do not make the rules.

Nicholson: Okay I’ll make it easy for you. I’d like an omelet-plain. And a
toasted chicken salad sandwich with no mayonnaise.

Waitress: Okay (Writing) One omelet and a chicken salad sandwich.

Anything else?

Nicholson: Now all you have to do us to remove the chicken, bring me the
toast, give me a bill for the sandwich and you have not broken any rules.

Waitress: (Points to a sign reading-“We reserve the right to refuse service.”).

You see that sign, sir? Yes, you can all leave. I’m not taking any more of your
smart ass sarcasm.
Nicholson: You see the sign? (Sweeps all the water glasses and silverware
off the table and storms out).

PAGE 30

As we discussed in section 2, see this waitress has broken many of the

cardinal rules of customer service. She has a bad attitude, she is inflexible,
resorts to referring to the manager, acts disinterested in the customer
directly. She cares more about the rules than the customer. In reality, it is

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the customer who is always right because he/she pays the bills and is the
heart of any company or organization.

Everyone has come into contact with someone in the service industry who
displays his horrible attitude and inflexibility. I am sure you have wanted to
throw something and storm out of the place as well. Not only was the
waitress rude, but she was costing the restaurant short-term business and a
long term customer. Her poor customer service damages business and
ultimately profit.

This is clearly a blatant example of how not to act toward customers. While
the first and second time a customer may still come back, unless you have
a monopoly eventually the customer will not come back.

3.2 Communicating with the Unsatisfied Customer

How many times have you as a customer run into the problem of excuses.
There is a problem and the sales person, technician or customer service
representative is making lame excuses, namely:

 It is the fault of the customer.

 It is the fault of the other sales clerk.
 It is the fault of the chief of the department.
 It is the fault of the system.
 It is the fault of the government.
 Or it is just the way it is-c’est la vie.

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Sometimes it feels as if nothing is anybody’s fault or is anybody’s
department. This is poor customer service. Good customer service means
accountability, responsibility and taking action to satisfy the customer.

Having discussed the importance of knowing how the customer feels and
WHAT NOT TO SAY, let’s address the notion of how to communicate with
an unsatisfied customer.

If your customer is unsatisfied (for just or unjust reasons), you will have to
use some of the many techniques of the customer service professional to
win their support and continued loyalty. When coming into contact with a
customer, communicating with him/her, or analyzing problems, do not forget
to use the following methods or qualities of the customer service
professional:

Listen: It is of primary importance when dealing with an unsatisfied or

complaining customer to listen attentively to his/her complaint, gripe,
frustration or grievance. Be patient, attentive and friendly.

Express you are sorry:

 ‘We are sorry for this mistake/problem.”

 “We are terribly sorry for this inconvenience.”
 “How can we work to solve this problem together?”
 “I can imagine how frustrated you are.”

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Do not argue and do not interrupt: This will only worsen the situation,
especially if the customer is angry. Let him try to speak before you try to
discuss with him what has happened.

Do not lose your self-control: If you stay relaxed customers will calm you
down.

Point out facts: Listen carefully-and write everything down. Do not make
any comments until the customer is finished talking.

Admit the problem: If you can suggest a solution, do it. If not tell the
customer what actions you will take and what actions will follow.

Involve the customer in problem solving: Suggest the customer

alternative solutions, if they exist. Customers appreciate the opportunity to
choose the ways of problem solving.

Follow-up: Make sure that the promised measures are taken. If you do not
fulfill what was promised and ignore the customer’s complaint, the problem
will grow. Next time it will be more difficult to solve.
Give the customer a “way back”: Sometimes customers are wrong. You
should let them leave with dignity, without feeling embarrassed.
Do not question the customer’s correctness: From the very beginning
you should believe that the customer’s opinion, make them feel they deserve
to be listened to.

3.3. Solving the Customer’s problems

When you listen to the customer’s complaint you take responsibility to solve
the problem. Customer service professionals:

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  Listen without interruption and with full attention.
 Behave without aggression, and without arguing.
 Do not extend excuses for the problem, and thank the customer for
drawing their attention to it and helping solve it.
 Express sympathy and full understanding.

IT PAYS TO PLEASE
We love and cherish those companies that treat us right, and we’ll even pay
more to obtain these services. Here are some recent statistics that prove the
point:
 We’ll spend up to 10 percent more for the same product with better
service.
 When we receive good service, we tell 9 to 12 people on average.
 When we receive poor service, we tell up to 20 people.
 An average chance exists that customers will repurchase from a
company if their complaint is handled quickly and pleasantly.
 If the service is really poor, 91 percent of retail customers won’t go
back to a store.
Customer service problem solving involves:
 Ask necessary questions to get more complete information and
completed picture of a situation.
 Find out exactly what the customer needs you to do for them.
 Explain first what you can do, and then gently add what you cannot do.
 Discuss in detail all opinions, and then decide what needs to be done.
 Undertake immediately what was discussed.
 Check the result to make sure the customer is completely satisfied

Follow-Up with the customer

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It is extremely important to make sure that all customer service measures
that were discussed or promised are in fact taken. It is not enough for the
customer to experience a satisfactory telephone or face-to-face interaction.
If nothing comes of the contact they will be even more frustrated and
unhappy. Make sure you do whatever you have promised in a timely manner.

Initiative
Initiative is the difference between adequate customer service and customer
service that wins you a customer for life.
Everyday examples of exceptional customer service:
 Taxi driver who opens the door for you or waits at night for you to safely
get into your destination.
 Computer technician who does computer work and the calls back a
week late to make sure your IT is functioning well.
 Car salesperson that calls a month after you buy a car to make sure it
is running well
 The petrol station attendant who washes your window or checks your
oil.
 The electric company who calls and checks to make sure your service
is working well and apologizes for any “brown outs” or “black outs.”
None of these customer service people HAD to make this extra effort or go
to this trouble. These “goodwill initiatives”8 are beyond the call of duty and
make the customer beyond satisfied. They make the customer remember
the transactions or occasion.
3.4. Case Study – Good Service
Traits to Emulate
“Extra effort” wins the day for customer service! Customer service traits to
emulate:
 Be on time, open on time, deliver on time.

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  Follow through and deliver your promises.
 Go the extra kilometer for customers.
 Offer your customer options.
 Express empathy to upset customers.
 Treat customers as the MOST important part of your job.
 Treat co-workers as if they are customers.
 Give customers your name and contact details9.

Examples of Customer Service in the US Electric Utility Sector

Here are a few examples of Customer Service Challenges, and how they
can were analyzed and addressed in various cases. They are not at all
encompassing but provide concrete ideas of how electric utilities are meeting
certain customer service challenges and needs.
Some of the information and challenges presented may not be relevant to
your particular application or customer service needs but they offer creative
and current solutions and thinking regarding customer service. Many of
these customer service examples are derived from the US and UK and
require a great deal of time and resources, making them unrealistic for
smaller ventures. However, the fundamentals of “knowing your customer,”
“meeting their needs,” and “communications” are present in each case and
serve to highlight how to proactively meet customer service needs. They
provide “food for thought” and are a basis for discussion, as the situations
facing electricity utilities are relatively transferable to different environments,
contexts and locales.
EXAMPLE 1: ASK CUSTOMERS WHAT THEY THINK AND HOW THEY
FEEL
Across various industries, executives and managers always believe they
know the customer already and do not need further information or input from
them. However, when research is conducted and the customer has actual
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input in the decision-making process, these executives and managers often
come to realize they do not know what customers want and need.
Renewable Energy is a popular option being by many to be clean and green,
yet the structures necessary to install such systems can be intrusive or cause
concern to people in the community. One way to alleviate or mitigate such is
to launch a survey or another form of communication with customers affected
by a facility installation. By asking customer how they feel and what think,
the utility is demonstrating that communication is a two way street and that
they care about customers perceive the intrusion of new facilities.

Prior to building new wind farms that would provide clean energy and new
jobs for residents, a Scottish firm commissioned market research surveys to
find out how people felt about an existing wind farm. Surveys were posed to
both residents, who are customers, and to tourist, who support the local
economy and are critical concern to the residents.

The poll found a surprisingly positive view of wind farm. Residents did not
feel that they obstructed view of the landscape, or caused any other local
problems, and enjoyed their influence on the local economy. Nine out of ten
tourist questioned said the presence of wind farms made no difference to the
enjoyment of their holiday- and more said they had a positive effect on their
choice of destination.
In this case, perceived negative ideas about wind farms asserted by many
industry leaders were incorrect. They were based on poor information and
myth. Data proved the wind farms were viable and acceptable to local
resident and customers. The key is to willingly solicit and benefits.
EXAMPLE 2: GATHER STAKEHOLDERS TO REACH CONCENSUS

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Power plants provide employment opportunities as well as electricity to
electricity to local economics where they are located. They also can present
risks and cause concern among the local population in the surrounding area
affected by their development and servicing. In the late 1990’s, the Niagara
power project (NPP), located in Lewiston, NY, decided to build a new power
plant, and went through the process, they were required by law to consult
the public living in the areas of operation.

Rather than seek ways to squeak by with minimal local input the NPP
encouraged local governments, school boards, manufacturers and
fisherman to form a Task force of stakeholders, so their views could be
represented. They concentrated on addressing the Task Force questions
and concerns, got the people involved in the plans for building the new plant.
In the end all the stakeholders were satisfied the plant would benefit the
entire community without detriment.

By handling the process in such an open and consumer focused way NPP
has set a precedent for future interactions with its customers. Customers
know that they can trust NPP to keep their best interests in mind, and will
move readily support future renovations and additions to facilities

EXAMPLE 3: TAILORING SPECIAL PROGRAMS TO BUSINESS

CONSUMERS
Many countries today are dealing with the problems of too little electricity
production and too much demand. When this happens, the reliability of the
whole electricity system is put in danger. In several countries Programme
are in place to increase customer-sited generation and to reduce electricity
use at peak demand time. Business customers are paid to participate in
these programs and are given additional benefits.

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This is not typically thought of as a customer service scenario. The old notion
of customer service is answering telephone inquiries and administering
complaints. These days it also means finding creative solutions to demand
problems and customer’s needs. Today this new approach to meeting
electricity needs with incentive – based programs is working, but first utilities
had to sell the ide to large business and explain the logic of their approach.

Northeast Utilities, servicing much of New England in the U.S., implemented

a demand response Program in order to make their electrical grid more
secure in times of high demand. Local Facilities were audited to see which
ones could spare electricity at those peak times. When they had been
located, the utility paid to have their facilities updated to become capable of
cutting of cutting back on load or engaging backup generation remotely. They
then set up a pager system so that managers could be instantly notified of
the need for the power. The small investment necessary to enable customers
to participate in the program was well worth the added power obtained

In southern California, an area facing a recent energy crisis, the public

utilities commission has started a program that pays qualifying businesses
up to 50 percent of the costs of installing electricity generation systems. The
southern California Gas Company Has been promoting the Program through
news releases, print and radio ads, e-mail notices, telemarking and a
dedicated toll- free number staffed with technicians who provide real time
responses to customer questions. By actively encouraging their business
customers to rely on self-generated power, They are serving the individual
customers better. Securing the electrical grid means a healthier economy for
all of southern California.

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EXAMPLE 4: COMMUNICATING EMERGENCY SITUATIONS TO
CUSTOMERS.
Customers rely on electricity for their daily needs at home and at work.
When they is an emergency resulting in an outage, customers service is
critically to helping customers deal with the situation. Lack of electricity
disrupts live in a way that is extreme and consequential. Emergency
communication and timely information is almost as important as completing
the repair.

Emergencies call for extra effort in listening to customers and provide timely
information about repairs work. Most companies faced with outage situations
have plans in place for both field and headquarters staff to assure special
roles during out age situations. For example Administrative staff may be
called upon to go in the field while; line crews are conducting the repair just
talk with customers door- to door, answer question, help with coping
strategies such as providing dry ice and flashlights, and provides
reassurance regarding the repair effort.

If emergency are not handle properly and proactively from customer service
standpoint, the company can suffer from a negative reactions for numerous
contingency plans and a proactive strategy to deal with customer needs and
complaints.

Recently in the midlands, England, more than 40,000 homes, mostly in rural
areas, lost power after a wind storm. Over 100 utility emergency crews were
call into services. Although they were hampered by the by strong winds, they
managed to restore power to three- quarters of affected homes by that

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evening Headquarter staff manned the telephone lines and supervisors
knocked on doors to provide updates to worries residents about the repair
efforts. The response to the utility effort was so warm that the local pubs
opened their doors to the workers to provide free meals {cooked on gas
stoves} for the stamina required to complete the repair work. In spite of the
hardships, customers express appreciation for the prompt service and
ongoing communication about the status of repairs.

The success of the utility in this example is based on having customer-

oriented contingency plans for emergency power outages. They developed
emergency communications and public relations plans, and worked closely
with the media and the local community. Rather than being a public relation
disaster, this outage turn into a favorable situation whereby the rapid repair
response and professional attitude and courtesy demonstrated by utility staff
won over customers and community.

More recently, a hurricane turned off the power over one million in
Washington D.C. the main utility immediately surveyed the damaged and
reported that it would take a full week to restore power to everyone.as the
week went on many customers and consumers became angry they weren’t
angry because their power wasn’t on, they were angry because the utility
wasn’t giving them any information on when it would be on specific
neighborhood were not informed, and people had no way of knowing if theirs
would be one or the first areas to be serviced. Services representatives were
forced to answer their request with “I don’t know.” This event will have a
lasting effect on the reputation, and could have been avoided if better
communication had been employed.

EXAMPLE 5: SEGMENT YOUR CUSTOMERS BASED ON NEEDS

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Not all residential customer are alike, and it is important from a customer
service standpoint to understand what each type of customer need for a
successful relationship with electricity provider. For example, you may think
you know the answer to the question “how do customers pay their bill?” But
on utility’s experiences revealed that different types residential customers
pay in different ways, and that the variety of option was important to
maintaining both a good relationship with the customers as well as timely
payments to the utility.

Successful customer service offers the consumer bill paying options and
caters to the predilection of customer in target segment to choose certain
method of payment. For example, some customers may choose to pay by
mail, while others typically pay in cash at kiosks or others over the internet.
However, even if it is not possible to offer customers a variety of means to
pay their bills, the most important fact is to make sure they are offered a
convenient and easy –to-use method. The easier the payment, the more
customers will pay their bills.

During a customer survey the utility PEPCO found that most elderly customer
prefer to pay their electric bills. In person at either a utility business office or
a bank. Paying bills promptly and in person are important to this segment of
customers, households pay differently depending upon their incomes levels,
with poorer customers paying cash at pay stations (utility), working families
by mail, higher income families and small business by automatic bank draft
or through the internet.in many countries of the former soviet union it has
proved more effective for utility representatives to go door-to –door on a
periodic basis, using the bill collector model, to assure payment. Of course

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this approach is only successful, when it is done on a predictable scheduled
by responsible, trustworthy utility representatives.

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In yet other countries, prepayment meter are used for those customers that
have very limited electricity uses in their homes .one example is South Africa,
where local vendors at small community shops are empowered by the utility
to sell smart cards to residents. these cards are then inserted in prepayment
meters on the outside of the home .electricity flows into the wires until the
amount of money prepaid on the card is used up .then customers have to go
back to add more money to the smart card .by making this payment card
service available locally, at the small shops within each neighborhood,
residential customers do not have to travel far to have their prepayment
cards debited.

The only way to gather information about how customers want to pay their
bills is to know them better through surveys and focus groups .one cannot
hope to provide great customers service without truly knowing your customer
.different ways to do this include forming stakeholder groups, holding public
forums, studying focus groups, tracking paying habits, or discussing utility
issues in informal gatherings.

4. SERVICE SUCCESS IN YOUR COMPANY OR ORGANIZATION

4.1. Customers service starts on top
Managers rarely understands how their actions, tone and attitude affects
the performance and success of their staff. As a manager, the first step to
motivating your staff is to demonstrate the customer service qualities you
want them to emulate.
Here are numbers of factors to take into account as you seek to mold your
team into a successful customer service unite:
1. Greet your staff in the morning: start out the day with a positive
attitude.

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2. Discuss your feelings: do not ever vent or rage in front of your
employees, but always remain calm .if you have a problem with one
employee discuss it in private explain in detail why you are frustrated
with their behavior, and allow the employee to speak openly and
express their opinions try to come to a mutual solution with the
employee.
3. Do the right thing: when faced with a difficult customer, 4follow
correct customer service practices .in other words practice what you
preach.
4. Support your staff’s decisions: as a manager customers often ask
to speak with you when upset, thinking you will overturn your
employee’s decisions. while sometimes you correct your employees
mistakes ,often the employees was correct in their reasoning .it is
important to build moral by sticking up for your employees .collaborate
with your staff, empower them to be flexible and resourcefully.
5. Be willing to learn from others: managers do not have all the
customer service answers; there is nothing worse than a known-it-all
manager. There are opportunities for learning everyday if you are
paying attention.
6. Learn to listen to what their customers need: a good manager in
order to reinforce this practice should listen to employees and take
their ideas, opinions and input into account.
7. Take time to socialize: try to know your staff, their personal lives, and
what is important to them .take the time to celebrate achievements and
noteworthy occasions. People are individuals and positive work
environment makes for better performance and a more content staff.
8. Use good telephone etiquette: be your staff’s best example of
telephone manners by following the guidelines.

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 9. Say “thank you”: be generous with compliments and praise your staff
for their efforts .thank them for a job well done and foster an
environment of recognition .people enjoy praises and strive for
recognition – given them something to work for!

Technical competence is not as important as people skills and attitude when

it comes to customer service. The technical skills can be learned later but
the motivation, attitude, and desire to provide good service is much hard to
find.
Remember to be successful in customer service, you want people who enjoy
treating people as individuals and who are prepared to accept responsibility
for delivering what the customer wants.

4.2. Customer Service Training

One of the foremost ways to see improvements in customer service is

through systemized training programs. A training program enhances not only
customer service but also teamwork, communications, and management
understands of its role in service. Customer training is not a panacea but it
is a key component in your service improvement plan.

Comprehensive training programs include different types of workshops on a

variety of topics, including:

 Awareness building
 Customer service skills
 Internal customer service
 Service management

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Training methods vary depending on the size of your company or
organization and the resources available. Classroom training or outside
consultants can craft a short-term course for employees or more extended,
ongoing training – however, it is critical that whatever type of training initiated
it be part of an overall management approach to customer service. In-house
or external training programs will serve no long –term benefit if they are not
integrated into an ongoing costumer service improvement strategy. There is
nothing worse for trainees or employees than to attend training, become
empowered with new techniques and ideas and then come back to an
environment where they are underappreciated and their skills are not
utilized. In the end, staffs need to be able to practice what they learn.

4.3. Hiring Costumer Friendly, Motivated Employees

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Companies that provide good service devote time, energy and resources into
influencing customer service. Training is important but you can only train so
much, better to pick the right types of people and then mold them into good
service providers than to try to create a great employee out of a person who
is not interested in providing good customer service.
Motivation is the key to successful employees and is an integral part of good
customer relation s.

Everyone has their own hiring systems, but in the specific area of good
customer service there are a number of key questions to ask potential
customer service representatives and employees who will represent your
organization or company to the buying public.

Does/she really want this job?

How does he/she feel about meeting the public or customer?
What kind of communication does he/she believe they have?
How do they feel about themselves?
Are they easily upset, moody or prone to losing their temper?
Do they like helping people?
Does he/she feels service is important?
How does he/she defines service and good customer service?
What type of attitude or outlook does he/she have?
What type of person do you like to serve you?
What type of service do you like to receive?

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These questions are critical in hiring the “right” type of person for customer
relations. Individuals who are less social and are more interested in technical
areas than communicating with people are better suited for other types of
positions .you are looking for a” people person “who is not easily upset and
understands the nature of customer service.
Customer service is not unlike public affairs or public relations in that
personal qualities and human contact are critical factors in professional
success. Define your companies shared values and make sure the person
you are hiring shares the same values. If your company or organization‘s
management does not place a premium on customer service, then
employees will not emphasize customer service and will be frustrated by
management’s lack of interest in this critical area.
Remember to, you cannot make people happy or motivated but you can hire
happy and motivated people. People who smile, people who enjoy
interacting with other people.

4.4 The customer-oriented company

The customer –oriented company or organization knows that success is

directly affected by good customer service. They have taken into account the
techniques and qualities discussed throughout this manual.
In summary, we have learned that the customer-focused
company/organization has this qualities:
 Recognition is earned by employees who provide quality customer
service.

 Manager support their staff in doing their job so they can in turn fulfill
the customers service function.

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 Internal promotion is based on job performance and customer
relations.
 Training staff in customer service techniques and etiquette is a priority.

 Employees knows customer service is a priority and see themselves

as an important link in the customer service chain.

 Participatory management style is common throughout the company.

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