1. 1

2. 2
Contents :Contents :
• Understanding Quality Service and Service
Culture
• Key Skills for Quality Customer Service
• Addressing Customer Different Behavior Style
• Steps to Resolve Service Breakdown
If you find this presentation useful, please consider telling
others about our site (www.studyMarketing.org)(www.studyMarketing.org)

3. 3
Those with a positive attitude and a cheerful outlook
Those who can allow customers to be right (even on
the occasions when they are not)
Those who genuinely enjoy working with and for
other people
Those with the ability to put the customer on
“center stage”
Those who view their job primarily as a human
relations profession
Service Winners…..Service Winners…..

4. 4
Service is….Service is….
• Customers in a restaurant want more than a meal
• Guests in hotels want more than a room
• Client in a transaction want more than a settlement
• Customer want more that just the product or
service that is offered – they also want to be
treated well

5. 5
Service is IntangibleService is Intangible
Service is
intangible
Intangibles deal with
the human side of an
organization
They include human
emotions, behaviors,
understandings, feelings,
and perceptions

6. 6
Service is IntangibleService is Intangible
Examples ofExamples of
customer servicecustomer service
intangible :intangible :
• Satisfaction
• Attentiveness
• Flow
• Helpfulness
• Sensitivity
• Tone
• Attitude
• Knowledge
• Understanding
• Tact
• Guidance

7. 7
Service
The procedural dimensionThe procedural dimension
Consist of the established
systems and procedures to
deliver products and/or
services
The personal dimensionThe personal dimension
How service providers (using
their attitudes, behaviors,
and verbal skills) interact
with customers
Two Dimensions of ServiceTwo Dimensions of Service

8. 8
Two Dimensions of ServiceTwo Dimensions of Service
The FreezerThe Freezer
Low in both personal and
procedural service.
Motto : “We don’t care”
The Friendly ZooThe Friendly Zoo
Bad in procedural service,
good in personal service.
Motto : “We are trying
hard, but don’t really
know what we are doing”
The FactoryThe Factory
Good in procedural service,
bad in personal service.
Motto : “You are number.
We are here to process you”
Quality Customer ServiceQuality Customer Service
Excellent in both the
personal and procedural
dimensions. Motto : ‘We
care and we deliver”

9. 9
Key Elements ofKey Elements of
Quality ServiceQuality Service

10. 10
AssuranceAssurance
Five Elements of Quality ServiceFive Elements of Quality Service
TangibleTangible
EmpathyEmpathy ResponsivenessResponsiveness
ReliabilityReliability

11. 11
Five Elements of Quality ServiceFive Elements of Quality Service
ReliabilityReliability
• The ability to provide what was
promised, dependably and
accurately
• Action strategy : make sure that
you correctly identify customer
needs, promise only what you can
deliver, and follow through to
ensure that the product or service
was received as promised

12. 12
Five Elements of Quality ServiceFive Elements of Quality Service
AssuranceAssurance
• The knowledge and courtesy of
employees, and their ability to
convey trust and confidence
• Action strategy : take the time to
serve customers one at a time.
Provide service assertively by
using positive communication
techniques and describing
products and services accurately

13. 13
Five Elements of Quality ServiceFive Elements of Quality Service
TangibleTangible
• The physical facilities and
equipment and the appearance of
personnel
• Action strategy : maintain
workspaces in a neat, orderly
manner, dress professionally, and
maintain excellent grooming and
hygiene standards

14. 14
Five Elements of Quality ServiceFive Elements of Quality Service
EmpathyEmpathy
• The degree of caring and
individual attention provided to
customers
• Action strategy : listen for
emotions in your customers’
messages. Put yourself in their
place and respond
compassionately by offering
service to address their needs
and concerns

15. 15
Five Elements of Quality ServiceFive Elements of Quality Service
ResponsivenessResponsiveness
• The willingness to help
customers and provide prompt
services
• Action strategy : project a
positive, can-do attitude. Take
immediate steps to help
customers and satisfy their
needs

16. 16
Service Culture ComponentsService Culture Components
Delivery
System
Training
Motivators
and reward
Employee
roles and
expectations
Policies and
procedures
Management
support
Service
mission
SERVICESERVICE
CULTURECULTURE
Products
and services

17. 17
Service Culture ComponentsService Culture Components
Service
mission
Products
and services
The direction or vision of an
organization that supports day-to-day
interaction with the customer
The material, products, and services
that are state of the art, competitively
priced, and meet the needs of
customers

18. 18
Service Culture ComponentsService Culture Components
Delivery
System
Training
Motivators
and reward
The way an organization deliver its
products and services
Instruction or information provided through a
variety of techniques that teach knowledge
or skills, or attempt to influence employee
attitude toward excellent service delivery
Monetary rewards, material items, of
feedback that prompts employees to
continue to deliver service and perform at
a high level of effectiveness and efficiency

19. 19
Service Culture ComponentsService Culture Components
The specific measures that indicates what
is expected of employees in customer
interactions and that define how employee
service performance will be evaluated
The guidelines that establish how various
situations of transactions will be handled
The availability of management to answer
questions and assist frontline employees in
customer interaction when necessary
Employee
roles and
expectations
Policies and
procedures
Management
support

20. 20
Key Skills forKey Skills for
Quality CustomerQuality Customer
ServiceService

21. 21
Know YourKnow Your
OrganizationOrganization
Know YourKnow Your
Product/ServiceProduct/Service
Know YourKnow Your
CustomerCustomer
CustomerCustomer
ServiceService
PersonPerson
What You Should Know?What You Should Know?

22. 22
Know YourKnow Your
OrganizationOrganization
Know Your OrganizationKnow Your Organization
• Organization mission
and vision
• Organization culture
• Customer interaction
policy and procedures
• Company support for
product/service

23. 23
Know YourKnow Your
Product/ServiceProduct/Service
Know Your Product/ServiceKnow Your Product/Service
• Product /service
development and quality
improvement process
• Product/service
configuration
• Performance data and
specification
• Maintenance and care
• Price and delivery

24. 24
Know YourKnow Your
CUSTOMERSCUSTOMERS
Know Your CustomersKnow Your Customers
• Customer Needs
• Customer Concerns
• Customer Personality

25. 25
Developing Excellent Communication withDeveloping Excellent Communication with
CustomersCustomers
Excellent Verbal
Communication Skills
Excellent Non-Verbal
Communication Skills
Excellent Listening
Skills
ProductiveProductive
RelationshipRelationship
withwith
CustomersCustomers

26. 26
• Plan your messages
• Greet customer warmly and
sincerely
• Be specific
• Use “small talk”
• Use simple language
• Paraphrase
Excellent Verbal CommunicationExcellent Verbal Communication
with Customerswith Customers
CommunicatingCommunicating
positively…..positively…..

27. 27
• Ask positively phrased
question (Instead, “Why do you
feel that way” , use: What makes
you feel that way? Instead, Why
do you want that color, use :
What other colors have you
considered?)
• Communicate to your
customer’s style
• Agree with customers
• Solicit customer feedback and
participation
Excellent Verbal CommunicationExcellent Verbal Communication
with Customerswith Customers
CommunicatingCommunicating
positively…..positively…..

28. 28
Words and phrases that build
relationship:
Please
Thank you
I can or will
How may I help?
I understand how you feel
You’re right
May I
Would you mind…..
I apologize for….
Excellent Verbal CommunicationExcellent Verbal Communication
with Customerswith Customers
CommunicatingCommunicating
positively…..positively…..

29. 29
Words and phrases that damage
relationship:
You don’t understand
You don’s see my point
Hold on a second
Our policy says (or prohibits)
That’s not my responsibility
What you need to do is…..
Why don’t you
The word “problem”
The word “but”
The word “no”
Excellent Verbal CommunicationExcellent Verbal Communication
with Customerswith Customers
AvoidingAvoiding
negativenegative
communicationcommunication

30. 30
Six C of giving good informationSix C of giving good information
to customersto customers
ClearClear ConciseConcise
CourteousCourteousCompleteComplete
CorrectCorrect
ConcreteConcrete
Excellent Verbal CommunicationExcellent Verbal Communication
with Customerswith Customers

31. 31
Non Verbal Communication withNon Verbal Communication with
CustomersCustomers
Non VerbalNon Verbal
BehaviorBehavior
Body languageBody language
Volume CuesVolume Cues
AppearanceAppearance
and Groomingand Grooming
MiscellaneousMiscellaneous
CuesCues

32. 32
Non Verbal Communication withNon Verbal Communication with
CustomersCustomers
Body languageBody language Volume CueVolume Cue
• Eye contact
• Posture
• Facial
expression
• Gestures
• Pitch
• Volume
• Rate of speech
• Voice quality
• Articulation
• Pauses
• Silence

33. 33
Non Verbal Communication withNon Verbal Communication with
CustomersCustomers
AppearanceAppearance
and Groomingand Grooming
MiscellaneousMiscellaneous
cuescues
• Hygiene (regular
washing and
combing of hair,
use of mouthwash
and deodorant)
• Clothing and
accessories
• Personal
habits
• Proper
etiquette and
manners

34. 34
Eye contact, posture, facial
expression, gestures
• Brief eye contact
• Eyes wide open
• Smiling
• Nodding affirmatively
• Expressive body gestures
• Open body stance
• Listening actively
• Remaining silent as
customer speaks
• Gesturing with open hand
• Clean, organize work area
• Yawning
• Frowning or sneering
• Attending to matters other
than the customer
• Leaning away from customers
as he/she speaks
• Subdued or Minimal hand
gestures
• Staring blankly or coolly at
customers
• Interrupting
• Pointing finger or object at
customer
• Disorganized, cluttered work
space
PositivePositive NegativeNegative
Positive and Negative Communication BehaviorPositive and Negative Communication Behavior

35. 35
Characteristics of Good ListenerCharacteristics of Good Listener
1.1. EmpathyEmpathy
2.2. UnderstandingUnderstanding
3.3. PatiencePatience
4.4. AttentivenessAttentiveness
5.5. ObjectivityObjectivity
Good
Listener

36. 36
Strategies for Improved ListeningStrategies for Improved Listening
• Stop talking !
• Prepare yourself
• Listen actively
• Show willingness to listen
• Show empathy
• Send positive nonverbal cues
• Don’t argue
• Ask questions

37. 37
To listen more effectively…..To listen more effectively…..
Attend physicallyAttend physically – the right body language helps us
to focus on the customer and encourages the customer
to give us more information
Attend mentallyAttend mentally – follow the customer’s flow of
thought, listen to understand, not evaluate; listen first,
then assess
Check it verballyCheck it verbally – paraphrase, clarify, probe further,
summarize your understanding

38. 38
Dealing Assertively with CustomersDealing Assertively with Customers
• Look customers in the eyes as you speakLook customers in the eyes as you speak
• Grasp firmly without crushingGrasp firmly without crushing
• Think, plan, speak a specific questionThink, plan, speak a specific question
• Stop, gather thoughts, speakStop, gather thoughts, speak
• Apologize if you make a mistakeApologize if you make a mistake
• Increase volume, sound firm and convincingIncrease volume, sound firm and convincing
• Take responsibility, resolve the problemTake responsibility, resolve the problem

39. 39
Customer Focused BehaviorCustomer Focused Behavior
• Act promptly
• Guide rather than direct
• Don’t rush customer
• Offer assistance
• Don’t keep customer waiting
• Avoid unprofessional actions
CustomerCustomer
focusedfocused
behaviorbehavior

40. 40
Addressing CustomerAddressing Customer
Needs and Behavior StyleNeeds and Behavior Style

41. 41
Addressing Customer NeedsAddressing Customer Needs
To Feel WelcomeTo Feel Welcome
To Feel ComfortableTo Feel Comfortable
To Be UnderstoodTo Be Understood
To Feel AppreciatedTo Feel Appreciated
To Feel ImportantTo Feel Important
To Be RespectedTo Be Respected
Customer NeedsCustomer Needs

42. 42
Addressing Customer NeedsAddressing Customer Needs
To Feel WelcomeTo Feel Welcome
To Feel ComfortableTo Feel Comfortable
To Be UnderstoodTo Be Understood
Use an enthusiastic greeting, smile,
use the customer’s name, thank the
customer, be positive
Listen actively, paraphrase, ask key
question, give positive feedback,
empathize
Use an enthusiastic welcome, relieve
anxiety through friendly
communication, explain your action
calmly, ensure physical comfort

43. 43
To Feel AppreciatedTo Feel Appreciated
To Feel ImportantTo Feel Important
To Be RespectedTo Be Respected
Thank the customer, follow up, go
beyond service expectations, provide
“special” offers, remember special
details about the customer
Use the customer’s name, give
special treatment when possible,
elicit opinions
Listen, don’t interrupt, acknowledge
the customer’s emotions and
concerns, take time to serve, ask
advice, elicit feedback
Addressing Customer NeedsAddressing Customer Needs

44. 44
Four Styles of BehaviorFour Styles of Behavior
DominanceDominance
InfluencingInfluencing
SteadinessSteadiness
ComplianceCompliance

45. 45
Four Styles of BehaviorFour Styles of Behavior
DominanceDominance
• Appears to be quite busy
• May give the impression of not
listening
• Displays a serious attitude
• Voices strong opinions
InfluencingInfluencing
• Appears quite active
• Takes social initiatives in most
cases
• Likes to encourage informality
• Expresses emotional opinions
(feelings)

46. 46
Four Styles of BehaviorFour Styles of Behavior
SteadinessSteadiness
ComplianceCompliance
• Give the appearance of being
quiet and reserved
• Listen attentively to other people
• Tend to avoid the use of power
• Make decisions in a thoughtful and
deliberate manner
• Control emotional expressions
• Displays a preference for
orderliness
• Tends to express measured
opinions
• Sees difficult to get to know

47. 47
Strategies to Deal with Dominance PersonStrategies to Deal with Dominance Person
DominanceDominance
• Keep the relationship a businesslike as
possible
• Develop strong personal relationship is
not a high priority for dominance
person
• Be as efficient, time disciplined, and
well organized as possible
• Provide appropriate facts, figures, and
success probabilities
• Try to identify their primary objectives
and then determine ways to support
with these objectives

48. 48
Strategies to Deal with Influencing PersonStrategies to Deal with Influencing Person
InfluencingInfluencing
• Be enthusiastic
• Avoid an approach that is too stiff and
formal
• Take time to establish goodwill and
build relationship
• Do not place too much emphasis on
the facts and details
• Plan actions that will provide support
for their opinions, ideas and dreams
• Maintain good eye contact
• Be a good listener

49. 49
Strategies to Deal with Steadiness PersonStrategies to Deal with Steadiness Person
SteadinessSteadiness
• Take time to build a social relationship
with the steadiness person
• Spend time learning about the things
that are important in this individual’s life
• Provide personal assurance and support
for their views
• If you disagree with a steadiness person,
cur the desire to disagree assertively;
steadiness person dislike interpersonal
conflict
• Give them the time to comprehend your
explanation/responses. Patience is
important

50. 50
Strategies to Deal with Steadiness PersonStrategies to Deal with Steadiness Person
ComplianceCompliance
• Provide a thoughtful, well organized
approach
• Take a no-nonsense, businesslike
approach
• Use specific questions that show
clear direction
• Provide detailed and comprehensive
information
• Never pressure the compliance
person to make quick decisions

51. 51
Resolving ServiceResolving Service
BreakdownBreakdown

52. 52
Service BreakdownService Breakdown
Service breakdowns occur whenever any
product or service fail to meet the
customer’s expectations

53. 53
Service Recovery StrategyService Recovery Strategy
ExpressExpress
respectrespect
Listen toListen to
understandunderstand
Uncover theUncover the
expectationsexpectations
OutlineOutline
thethe
solutionssolutions
Take actionTake action
and followand follow
throughthrough
DoubleDouble
check forcheck for
satisfactionsatisfaction

54. 54
Service Recovery StrategyService Recovery Strategy
ExpressExpress
respectrespect
Listen toListen to
understandunderstand
Uncover theUncover the
expectationsexpectations
"What you
are telling me
I important”
Listen carefully;
empathize with
the customer; and
do not make
excuses or
interruption
“Please tell me
what happened”
“Will you please
tell me what you
feel need to be
done?”

55. 55
Service Recovery StrategyService Recovery Strategy
“I will take
this action” or
“You have
several
choices”
“You refund has
been requested. I
will personally
check with
accounting to
ensure your check
goes out Friday”
“I am following
up to make
sure your
check arrived”
OutlineOutline
thethe
solutionssolutions
Take actionTake action
and followand follow
throughthrough
DoubleDouble
check forcheck for
satisfactionsatisfaction

56. 56
Roadblock to Service RecoveryRoadblock to Service Recovery
• Not listeningNot listening
• Lack of respectLack of respect
• Inadequate materials or supportingInadequate materials or supporting
equipmentequipment
• Poor or inadequate communicationPoor or inadequate communication
• Lack of trainingLack of training
• Work conflictWork conflict

57. 57
Dealing with Difficult PeopleDealing with Difficult People
• Don’t take it personallyDon’t take it personally
• Remain calm, listen carefullyRemain calm, listen carefully
• Focus on the problem, not the personFocus on the problem, not the person
• Reward yourself for turning a difficultReward yourself for turning a difficult
customer into a happy onecustomer into a happy one
• When all else fail, ask for helpWhen all else fail, ask for help

58. 58
Recommended Further Readings:Recommended Further Readings:
1. Robert W. Lucas, Customer Service : Skills and Concepts for
Success, McGraw Hill
2. William B. Martin, Quality Customer Service, Crisp Publication

59. 59
End of MaterialEnd of Material