VP Manual

Vertical Place:
Where Customer Satisfaction is Our Ultimate
Concern
“If there is any one secret of success, it lies in the ability to get the other person's point of view
and see things from that person's angle as well as from your own.”
-Henry Ford-
Customer Service and Training Manual for the
Vertical Place Employee

—Introduction—
There are several essential factors that challenge and determine the limits of customer
satisfaction in business and client relations. Since the days leading up to the Industrial
Revolution, efficient communication of business ideals and morale represented comfort and
success in customer service.
Education, communication, and collaboration are three levels of commitment that can
influence change in attitudes and perspectives on a global scale, if employed to their fullest
extent. Informing customers about the various goals of the company while assisting and
advising them in times of need, opens the door for trust and mutual collaboration, and leaves
everyone content and feeling secure at the end of the day.
But before we discuss our technical operations, it is essential to define ‘customer
service’ and what it means to us on a personal level. It is also important to analyze the ways
in which ‘customer service’ has evolved overtime and place it in the context within and
beyond the corporate world.
—The Roots of Customer Service—
With the ongoing establishments of multinational corporations in today’s globalizing
economy and unlimited access to the various amounts of social networking websites, it has
become easier to formulate and maintain relationships with people on a broader and more
international spectrum. The rise of globalization and new technological innovations has
allowed us to be linked to an international community and become more informed about
people’s ongoing needs and desires.
Think about it….the car you drive or the Gucci purse you might own, these are all
materialistic products that you, as a consumer, buy to satisfy your needs or to fulfill a desire.
As a consumer, you demand a high sense of attention and necessity to serve your
expectations to the fullest, most possible extent. This is what customer service is all about—it

is the ability to
1. Understand what a client wants,
2. Address the client’s interests and/or concerns, and
3. Deliver the product or service to suit the client’s well-being, in a profitable manner.
In more simplistic terms, ‘customer service’ touches upon the who’s, what’s, when’s, where’s,
why’s, and how’s of business and consumer interactions.
Before answering these questions, it is important to first analyze the importance of the
‘customer’ and how the customer’s satisfaction [or lack thereof] affects our long term mission
of facilitating and implementing a more efficient shopping experience through our wide
range of vertical- specific websites.
Whether self-employed, or working for a chain company that is located worldwide
(e.g. McDonald’s, Dunkin Donuts, Starbucks), every business relies on its customers in order
to make a valuable profit. Customers are important assets for every company seeking to strive
for success and determine the fate of the business and/or organization. Ranging from

individual people to dealings with large corporations, clients are those foundations that allow
companies to formulate and grow in accordance to specific interests and mutual expectations.
In more simplistic terms, they are like puzzle pieces for corporations and allow companies to
recognize their interests and define their expectations accordingly.
Defining Customer and Business Expectations
In general, what are the expectations of the business in relation to its customers?
At Vertical Place, we are a group of highly professional employees who have but one mission:
To profitably serve our customers to an exacting professional criteria, thus offering the
ultimate online service and support to keep our customers returning time and time again.
We expect our customers to approach us with any questions and concerns they might have
regarding our products, services and ordering procedures. It is our job to assist and treat
them with the utmost respect and attention they deserve, and establish strong relationships
that will leave them wanting more! A simple smile and a friendly “how are you doing?” can
change the attitude of the person on the other end of the line and allows room for trust to
develop and eventually strengthen.

Establishing interpersonal relations with clients and making sure they are satisfied, is one of
our ultimate goals. Satisfaction goes a long way, and when a customer is content with the
simplicity and easiness of the ordering process, than we have succeeded as a team and as an
organization.
At Vertical Place, our vision of customer support and service has been created by the owners
and senior management. It is our every effort to continually maintain and develop our
products and services so we can remain compatible on the internet market, and provide our
clients with cutting-edge representation.
On the flip side, what are the expectations of the customer in relation to the
business or corporation?
It is essential to take a step back and consider the ways in which the customers define their
role as clients, in order to understand their expectations and address their needs. When
clients call in to ask about a specific product or service, what are they hoping to receive in
return? As customers, they want to be sure they understand how the certain product works
and be educated about the
 Advantages,
 Benefits, and
 Reliability
of generic medications and the technical functions of our company. These are all legitimate
concerns that every customer, including you, seeks to understand when contacting any
company about its products and services.
Another aspect to consider is that customers wish that companies will address their
undisclosed needs and desires. By answering an unasked question or informing clients
about the technical aspects of the ordering process (e.g. reason for filling out the online
questionnaire, privacy protected, mailing specifications of medications, etc), customer
satisfaction will be assured and trust will be established. These kinds of commitments allow
the customer to feel secure with their decision to purchase medications from us and give them
an incentive to return later for more.

To break it down:
Company’s ability to address unspoken customer needs and expectations + Customer
assurance of company’s products and services= CUSTOMER SATISFACTION!
Remember when we first addressed the question of ‘customer service’ in relation to the
business and the customer? This is where the importance of it all comes into play.
Defining ‘Customer Service’
Let’s start off by defining what service means to us.
What is service? How does it affect our role in the marketplace?
Anywhere we work, live, or go, we face interactions with different forms of service on
a daily basis. Ranging from encounters with a cashier at your local supermarket, to customs
and security checks at airports, service is aimed to simplify interactions by accommodating
and providing solutions to serve a broad network of consumer-based affiliates. In simple
terms, it is used to make our daily interactions with people simpler on local and international
levels of communication.
As the consumer world becomes more powerful and globalized, it is difficult to live up to and
please everyone’s expectations. In our never-ending state of economic turmoil, a consumer’s
demand carries more strength now than it did ever before. It is crucial to confront the

definition of ‘service’ from multiple dimensions in order to fully be able to comprehend the
depth and importance of the term.
—Customer Service & the Importance of a Customer Friendly Approach—
Before going into the broader aspect of ‘service,’ it is important to understand the basic
criteria on how to establish a network of secure and reliable clients that will continue to come
back and bring their friends along with them.
Every company aims to promote an approach that will secure client and business relations,
but not all manage to master the concept to its fullest extent. One of the most critical aspects
that the management department at Vertical Place seeks to achieve is a customer friendly
approach that will be incorporated not only in external communication (e.g. company and
client), but also internally and within the context of the workplace environment.
The way a business is managed internally, is generally portrayed through its external actions
when communicating with clients. Actions speak louder than words sometimes, and when
an employee isn’t dedicating their efforts towards shaping the company’s image in a
respectable and highly reputable manner, than customers can feel when something isn’t
quite right.
At Vertical Place, each and every one of us plays a crucial role in establishing and maintaining

a culture that revolves around the needs of the customer. By promoting and practicing such
ideals, we will serve to meet the needs and expectations of the customers and establish a level
of mutual comfort and commitment towards the products and services we offer.
Two underlying goals that represent success in customer service relations are:
 Ensuring a positive and understanding attitude while communicating with clients,
and
 Establishing ongoing relationships to secure a sense of customer comfort and
commitment
Remember, a good ‘service’ culture can only lead to more profits, returns, efficiency, and
customer satisfaction in the future.
How can this ‘service’ culture be attained and why is it so important to us?
As mentioned previously, service is merely an act that is practiced all around the world. This
‘culture’ can be attained through the three important “ations” that tie the concept together.
Education, Communication, and Collaboration are three levels of commitment that, once
again, can influence change and success on multiple dimensions.

• Education: do some research and come prepared with various ideals to contribute to
the company’s culture and service ideology and expand your definition of customer
service
• Communication: engage others with your thoughts and ideas, and promote your
vision of what it means to be a part of this growing ‘service’ culture
• Collaboration: work together as a team in order to form and establish a customer
service culture that is firm in its roots and positive in its practice
—Qualities that Define Success in Customer Service Relations—
There are certain distinct qualities that define and represent success in ‘customer service’:
1. Friendliness: this is generally tied with etiquette and politeness when dealing with
clients and also allows room to establish a level of comfort and understanding.
2. Commitment and Dedication: the customer wants to feel that the service they are
receiving is exceptional and goes above and beyond their expectations. They want to
feel a sense of appreciation by the service provider towards their individual
circumstances.
3. Knowledge: making sure you are knowledgeable and have enough information ready
to answer questions about our products and services to ensure customer respect and
reliability and avoid communication problems in the future.
4. Fairness: the customer wants to feel that the answers they receive from the service
provider are clear, legitimate, fair, and make sense. Articulation and
straightforwardness are key points that must be practiced when communicating with
the customer.
5. Guidance: customers want to feel like the service provider cares about their own
individual case and supports them through the ordering process if they have any
questions or concerns that need to be addressed. This sense of guidance is key when
establishing a trustful relationship between us and our clients.

6. Proficiency: this concept is pertains to the idea of “following-up” with the customer
after a certain amount of time has passed and notifying them about the status of their
order; it proves the service provider’s ability to think-outside- the-box and
demonstrates a high sense of organization which exceeds the customer’s expectations.
With the proper set of skills and expertise, “good service” can turn into “exceptional
service.”
7. Efficiency: this general concept deals with providing the product and services in a
timely, cost efficient and organized manner. It ensures the security of the ordering
process and establishes a sense of reliability between us and our clients.
Here is a great chart that simplifies the definition of ‘service culture’ in the context of our
company:
All of these aspects are important in order to ensure that the customer is internalizing the
service experience in a positive manner and in a way that will keep them coming back. By
practicing the mentioned ideals, customer service can be put into effect and maintained in a

timely and organized fashion, with little or no complications. The seven concepts mentioned
above also highlight the importance of shaping the company’s image to secure customer
satisfaction and promise an increase in profits and returns.
— Shaping the Company’s Image —
Part of the customer friendly approach revolves around the way we present ourselves as a
company and more importantly, as a team, to current and potential customers.
When dealing with customer service and representation, our main goal is to under promise
and over deliver in everything we do. This motto ranges from the way we dress to the ways
in which we answer the phone, and can be portrayed through simple actions we provide
through our service. Such actions may include familiarizing potential customers with the
services we provide, rewarding them with benefits (e.g. discounts) on their first purchase and
throughout their service experience, and following up with them to make sure they have
received what they have ordered.
Imagine going to see a production of the “Phantom of the Opera,” live on Broadway. As a
customer, you pay for the ticket, are addressed and guided by an usher to your assigned seat,
and maybe even order a few snacks to eat during the performance. In all these various steps
of action, you develop judgments over the way the theater is managed, the service with
which you are provided, and general judgments about the main cast and overall
performance.
As a customer, you hold the key to the theater’s success.
What conclusions would you have jumped to if the person behind the ticket booth did not
portray a sense of enthusiasm as you were purchasing the ticket? What would you have felt
if you were not guided to your seat by the usher? All of these situations would lower your
expectations of a performance that could have otherwise been outstanding.
And just like the theater, the services we provide and the way we function on the interior, and

not only on the exterior, are important factors that impact the way we are presented to clients.
Remember, you are the face and voice of the company and have the power to control and
influence its shape and image. This never ending cycle of communication and interaction
between us and our clients, requires a great deal of responsibility and organization from each
individual person here.
You represent the team and our overall functionality, and if you make a mistake or lack the
motivation to ensure customer satisfaction, then the direction and shape of this company has
the potential to be damaged or negatively impacted.
You represent a part of a greater whole and as such, your actions and the way you present
yourself to customers influence our overall outcomes and successes. No pressure, but it is
important to keep these details in mind and put them into perspective before communicating
with our broad range of clients.
There is also a difference in the way “customer service” is presented externally and internally.
These differences are portrayed through various levels of communication and vary on
multiple dimensions, ranging from phone etiquette when communicating with clients abroad,
to visual appeals when addressing customers in face-to-face interactions.
Remember that high levels of commitment and dedication to the way you define “service,”
will lead to higher customer approval of our services and help spread the word to a broader
network. It is like a two-way street in a sense that we want to help our customers be satisfied
by providing them with the best possible service while broadening our shape and image to
external sources through various actions and dedications.
Great company representation leads to a “win-win” situation on both the business’ end
through the various profits it gains as a result of such actions, and from the perspective of the
customer who is satisfied with the service he or she received through a combination of
efficiency and mutual collaboration.

—General Tactics of Persuasion and the Quality of Your Service—
Whether communicating with our clients in person or over the phone, your appearance
and the way you dress, says a whole lot about the service you will provide; the way our
products and services are presented is usually more important than what exactly we
articulate when speaking with clients.
There is a high correlation between your visual appearance when presenting yourself, and the
amount of confidence you hold when interacting with clients. The smile that you wear, your
level of attentiveness, and the way you look, are all factors that can be depicted by customers
and impact their opinions and views about our service as a team and as an organization.
Customers can feel when they are treated with 100% respect and are addressed to suit their
needs, and part of this respect is portrayed through your ability to present yourself in a way
that is appealing and acceptable in the eyes of the customers. Because customers internalize
their “service” experience, the way you present our products and services has an impact on
the amount of success we can reach as a company. The way you look and present yourself, is
in itself, a persuasion mechanism that aims to draw in clients and convince them that the
service they are about to receive is exceptional and one-of-a-kind.
To make it simple, here is a brief equation to keep in mind throughout your customer service
experience:

Supplier’s ability to look presentable + deliver the message in a fashionable and highly
reputable manner= an excess in future profits
The following are some key aspects pertaining to visual appeals that have the power to
influence customer opinion and satisfaction in face-to-face interactions, but carry importance
when communicating over the phone as well:
 How you look: personal hygiene and the way you represent yourself, have a
tremendous impact on your interactions with customers; the way you dress has the
ability to impact your daily performance and can lead to the loss of customers. By
dressing appropriately for the workplace, you signify a high sense of professionalism
and confidence throughout your interactions with clients and can impact their
judgment regarding the service they are receiving.
 Maintaining a good posture: when communicating with customers, whether over the
phone or in person, it is highly important that you do not slouch, lean to one side, or
sit in a careless manner—all of these actions can portray a lack in professionalism and
organization. It is crucial to maintain a good posture when interacting with clients
because it shows that you take your job seriously and respect the clients and their
concerns.
 Keeping your distance: this factor is highly important when meeting with clients in
person. In every interaction with clients from our vastly growing market, you may

come across a situation in which your client is too friendly and may tempt you to
lower your sense of professionalism upon encounter. It is very important to keep your
interactions with clients friendly, but professional. In order to completely understand
this concept, the following example will present a situation in which temptation may
override professional morale:
o Enthusiastic Client: “Hey buddy, thanks for all your help!”
 Client taps on service provider’s shoulder to show appreciation
 Service provider is now placed in a situation in which he/she
must respond appropriately and professionally as to not cross any
boundaries that may be considered too personal
In the situation presented above, the service provider is placed in a situation in which he or
she may be tempted to respond accordingly with the client. In this case, a simple nod or a
firm hand shake to close the deal will simply get the job done and avoid any discomfort.
There are a number of significant factors that tie into both the visual aspect of communication
and over-the-phone interactions:
 Preparation: it is extremely important to have a blank piece of paper and pen next to
you at all times when interacting with clients, as to be prepared when placing an order
—this little action in itself represents your level of readiness throughout interaction
and can ensure reliability within customers. Along with this, always make sure that
your computer screen is at the same level as your face, as to avoid slouching or any
inconveniences that may get in the way when addressing clients throughout the
ordering process.

 Greet your customer: by addressing your client with a “customer friendly” and polite
approach, you will establish a chance for the customer to confront you with a high
sense of respect, and can only encourage a positive attitude throughout interaction.
The way you greet your client in the beginning of the conversation, will determine the
tone and direction of your entire conversation, and is therefore an important step to
initiate upon interaction.
 Smile: a smile portrays a welcoming atmosphere and increases the level of comfort
between you and the customer when they approach you about their needs. Your tone
of voice also changes when you smile and can impact your client’s approach, even
when they have a complaint. Remember that even on the phone, clients are quick
observers and can tell when you’re having a bad day or are unhappy about something.
Don’t leave the customer with a feeling of hesitation—all you need to do is smile and
the situation will seem that much better.
 Initiate conversation: in person or on the phone, your level of interest in serving the
customer can be portrayed through the simple act of initiating conversation. By doing
so, you are showing the customer that you took it upon yourself to serve their interests
and that you genuinely care about their own individual case. Lacking to do so
increases doubt and gives off an image of inconsideration for the client, and it might

essentially be a factor that may impact whether or not they will return or communicate
with us next time.
 Your tone of voice: as the most dominant factor in phone interactions, your tone of
voice and the attitude you demonstrate during your interactions with clients, may be
the breaking point of the relationships you establish with them. A monotonous and
drained tone of voice represents lack of motivation, enthusiasm, and overall concern
for customer and may potentially even give off the impression that you don’t like your
job and could care less about assisting the customer. Your tone of voice may also tell
the customer whether you are unhappy, overly enthusiastic, or are angry and
aggressive.
When communicating with clients, it is important to approach them with a balanced
enthusiastic and professional approach that symbolizes concern and respect for their
needs. Remember that because your tone of voice is the most dominant factor in phone
interactions, what you say isn’t always as essential as how you portray the message you
are trying to communicate.
 Level of attentiveness and interest: keep in mind also that your tone of voice may
symbolize more than just the message the message that is being portrayed—it
symbolizes your level of attentiveness and interest when dealing with customers. This
level of attentiveness is crucial because it leaves customers with the feeling that we
managed to approach their needs and assist them to our fullest potential.

Your level of attention can therefore be the ticket to establishing good relations with
clients and proving to them that we go above and beyond to address each and every
one of their needs. A brief example of this concept can be portrayed through the simple
act of answering the phone within three rings. Waiting endlessly to answer the phone
symbolizes our lack of organization and chaos in the office and may lead to our
negative image as a company that is meant to serve the greater needs of clients who
turn to us with assurance.
 Observing customer reactions: this is important because it gives you a chance, as the
service provider, to assure that the customer is 100% satisfied with the service. By
offering customers your help and assistance with a certain issue or to solve a specific
problem, you will leave the customer with a great impression that will surprise them
and eventually lead them to return. This also ranges from providing them with various
benefits if they come across a number of problems, guiding them throughout the
ordering process, and following-up with them to make sure that everything is alright
with their order.
 Listening effectively: it is always advised to repeat the client’s questions or concerns
back to them to ensure that you completely understand their case. By listening

carefully and asking them questions about their situation, you will present them with
an impression that is more than just memorable—it will leave them coming back for
more!
—A Brief Lesson on Etiquette—
When communicating with clients over the phone, it is also important to be phone friendly
and present a sense of etiquette in order to ensure a higher rate of client return in the future.
Most customers turn to the telephone as a first or last means of communication when
contacting a company. If you don’t present the least bit of respect during the course of
interaction, the customer will be less inclined to contact us again. If customers can tell that
they’re being treated with respect and that the service provider actually cares about their
interests, they will be more willing and interested to come back in the future.
By starting off a conversation in a polite manner and projecting the tone of your voice in a
way which emphasizes concern for your client, can only strengthen the relationships we
establish with our broader network of consumers. The way you answer the phone, highly
represents how you treat not only the customers, but your fellow coworkers.
Always put the customer’s interests before your own to ensure a sense of mutual reliance and
open the door for trust to establish.
The following are examples of courteous factors to consider when answering the phone:
• Provide the customer with the name of the company, your name, and ask them how
you can help:
- “Hello and welcome to Vertical Place, my name is Caroline, how may I help you?”
- “Welcome to Vertical Place, my name is Caroline, how can I be of assistance?”

- “Hello, you have reached Vertical Place—this is David speaking, what can I do for
you today?”
—The Troubleshooting Guideline—
Another aspect of etiquette to consider is what you should do when you just don’t know how
to answer the needs of the customer.
There are some things that are naturally unavoidable and require clarification when dealing
with cases in customer service. The following is a list of situations that may occur throughout
your service experience, and what to do under such circumstances:
When needing to
1. Place a customer on hold: in cases where the question that the customer asks you are
out of your range of knowledge or expertise
• Always ask the customer first if it is okay to put them on hold for a short amount of
time
• Explain to them the reason(s) why you need to put them on hold
• Wait for them to respond with a “yes” or a “no” and
• Thank them for allowing you to put them on hold
• Tell them you will be back momentarily
DO NOT: place them on hold impatiently and assume they know the reason why
2. Transfer a call: in cases where the question or concern a client has is not within your
field or department

• Always ask the customer if it is okay with them to be transferred to the department
that may be of greater assistance
• Explain to them the reason(s) why you need to transfer their call
• Wait for them to respond with a “yes” or a “no” and
• Thank them for allowing you to transfer their call
DO NOT: transfer their call without giving them a notice as to why it is necessary
3. Take a message: in the event that the client wishes to speak with a coworker who is
not in or unavailable to speak
• Ask if you can take a message and explain the coworker’s absence positively and
vaguely
• Explain to the customer that your coworker cannot take this call right now because
they are in a very important meeting
• Notify the customer of when the coworker will return
• Say that the coworker will call the customer back at their earliest convenience and that
they appreciate the customer’s patience
• Ask the caller if you may be of assistance to them or transfer them (with their
permission) to a different staff member who may be able to assist them
• In the event that the requested coworker is on vacation and will be on vacation for
quite some time, it is okay to tell the caller that the coworker is currently on vacation.
DO NOT: say to the customer that coworker is unavailable due to reasons that may seem
unprofessional (e.g. illness, out partying the night before, no recollection of where they
may be, or that they were in the office a minute ago) or give exact details of their location,
as this may give customers a bad impression of the services we offer
4. End a call: to every conversation there is an eventual end. When ending your customer
service interaction, make sure to
• Remain positive

• Maintain a balanced level of enthusiasm
• Repeat the steps you are going to take in order to help the customer
• Address the customer’s questions and concerns again, and
• Thank them for their time and patience
DO NOT: rush through the conversation and end it quickly, or forget to mention how you
are going to assist the customer to your fullest extent
—Responding to Emails in a Timely Manner—
Another important aspect that ties into the concept of etiquette and portrays your concern
[or lack thereof] when dealing with customers is the amount of time it takes you to
respond to their emails and follow up with their order.
Every business makes it a priority to respond to emails promptly; it is not only an important
means of communication with customers, but it also allows customers to establish trust in us.
What does trust have anything to do with it? Well, let’s put it into context and see how it all
ties together.
Imagine that you are the customer and you send a company an email asking a simple
question. What would you think if they took forever to respond? You would probably think
that it’s useless to even bother waiting for a response from them, and your lack of trust in the

company decreases due to this simple lack of concern. All of these things have a major impact
with the way a company establishes its reputation. And if you, as a customer, are lacking trust
in your company’s motives, then you would be less likely to make purchases from them in
the future, thereby indirectly hurting the image of the company because you would not have
anything nice to say about the company itself.
—Promptness in Email Responses—
In order to maintain a positive reputation to the consumer world, it should take you roughly
24 hours maximum to respond to business emails. Anything longer than that will leave room
for hesitation on the customer’s end. Answering emails at a 12 hour interval will really put
you two steps ahead of the game and place you at a higher rank than the average business. If
you really want to go above and beyond with your service, test your direct competitor’s email
response rate in order to compare and exceed their response time when communicating with
customers. Open a few “fake” email accounts and send your direct competitor a few emails
throughout the day, as if you are a potential customer, and track down the time it takes them
to answer those emails, especially on days like Mondays, Fridays, and Saturdays. By doing
this, you will be able to develop a strategy and implement various procedures to ensure a
quick rate of response.
All the resources you need are at your disposal at Vertical Place, so why not use them
efficiently and respond to emails on a regular basis? Set daily deadlines for yourself to answer
as many emails as you can and work towards achieving those goals, assuming your email
provider doesn’t undergo technical difficulties that will impact your ability to provide the
best possible service to customers. Think of the customers and the impact of responding to
emails in a timely manner, as a long term asset. The quicker we respond to emails and
provide outstanding service, the higher the rate of customer satisfaction and the amount of
referrals—this simple action of showing clients that we care, will in return lead to greater
outcomes and benefits.
—One Chance at a First Impression—

Ranging from the way you represent yourself through your tone of voice, your level of
preparedness on the job, to the way you generally carry yourself—your first encounter with a
customer is usually the most important. In the first interaction with a customer, there are
certain factors that are taken into consideration throughout the communication process. Three
basic aspects that clients make note of during their first interaction with any business:
1. The level of knowledge and advice the service agent has in regards to questions that
may be asked
2. The level of consideration and sympathy the service agent has for the client (this
includes showing respect, talking in a polite manner, making the customer feel as if
you are exceeding their expectations and needs), and
3. The level of efficiency in returning phone calls, emails, and/or answering on live chat
It is a well known fact that a positive first impression will lead to a higher future success rate
for the service agent. Therefore, every salesperson (and customers too) can determine their
level and likelihood of success within 30 seconds of a conversation with a client. If any of the
three basic aspects listed above are not met, then chances are the customer will be less likely
to return.
The following diagram provides a brief set of statistics to highlight the factors that customers
deem to be most important:

Every business wants to establish a foundation of trust with its clients. First impressions are
the most important aspects to any customer-business relations. If a customer is unhappy
about the service you provide the first time around, why would they stick around and come
back for more? Always remember that there is no second chance for a first impression.
Clients come and go, but the reputation you establish as the face of the company through
your wide range of actions, will be the determinant of our success.
The following is a list of ways towards creating a great first impression:
 Consideration of the customer’s needs and concerns
 Responsibility for the satisfaction of customers
 Efficient problem-solving to address any questions they might have
 Offer immediate assistance to secure a stable relationship
 Be friendly, use a friendly tone of voice
 Address customers by their names when conversing

 Be polite (don’t forget that phone etiquette!)
 Good organization and neatness can show customers that you are responsible and
respectful
 A genuine smile can go a long way
 A nice handshake
The following is a list of factors that will most definitely lead to a negative impression:
 Lack of competence and knowledge about the company’s services
 Lack of politeness
 Speaking and/or addressing customers with an attitude that shows that you don’t
care about helping them at all
 Showing disrespect by maintaining distance, frowning, and making faces
 Looking like you could care less about your appearance
 Poor handshakes
 Multitasking while providing service to a customer
 Making the customer wait to be served

Keep in mind that it is extremely difficult to repair a damaged wound—once you make an
impression on the customer, whether positive or negative, that image of you and the
company will always leave a mark on them.
—Customer Service “the Product”—
After understanding these important basic ideals and factors, let’s go further in depth with
defining “service” and its importance when expanding our image to clients.
First, let’s view ‘service’ as a company’s ability to increase the value of a product through
means of efficient communication.
There is a difference between the results attained through good and bad customer relations.
By allowing room for compliance in order to reach ultimate customer satisfaction, the
relationships we establish with our clients become a two-way street in which service is
being reciprocated and explored simultaneously. This “domino effect” of client versus service,
leads to long term results and increases our network of affiliations in the long run.
—Consequences of Good Customer Service—
The following situations will portray the outcomes of great service, versus the outcomes of
bad service. In both cases, we will explore the ways in which service has an impact on our
ongoing network of affiliations:

1. Customer A= Satisfied
 Expanding company’s long term customer service mission statement
 Word-of-mouth about company’s service etiquette spreads
 Leads to more clients
= Win-win situation for client and company
- Client receives product and is satisfied
- Company establishes great reputation and can
enjoy the benefits of great service (e.g. more
potential customers)
2. Customer B= Unsatisfied and Infuriated
 Company’s long term mission statement is shattered at this stage
 Negative reviews and negative word-of-mouth
 Leads to less clients in the future, and more complications
= Lose-lose situation for both the client and the company
- Client receives product with great difficulty and
is unhappy
- Company establishes negative reputation and
cannot enjoy the benefits of ‘service’ (e.g. less
potential customers, network of affiliation
declines, and leads to more effort of rebuilding
reputation in the future)

 After analyzing the above situations you might be asking yourself, why not just do it
the right way from the beginning?
Well, there are numerous factors that get entangled with a company’s ability to get things
right from the beginning. Fate plays a huge role in the complications and successes that every
company undergoes. Sometimes, there are technical delays that are not in the control of our
hands. In some of these cases, ‘service’ has the power and the potential to make the
impossible, possible.
Just when a customer complains about not receiving their medication in time, or fusses about
our technicalities when shipping and handling goes wrong, we are here to provide them with
rewards that will give them no choice but to come running back.
This is where ‘product’ and ‘service’ correlate with one another.
—Approaching the Unsatisfied Customer—
If a customer is unsatisfied with the outcome of our service the first time they call, we provide
initiative solutions to those problems by rewarding them with various offers, discounts and
supplies with their next purchase. Though, to avoid getting into these kinds of situations,
remember that a touch of patience and respect can go a long way.
—“Customer Service” as a Collectivistic and Sociological Concept—
There are numerous factors that impact customer satisfaction in client and business relations.
In their article, “Designing Solutions Around Customer Network Identity Goals,” Amber M.
Epp and Linda L. Price discuss, analyze and challenge the integration process of a broader
network of customer affiliations in relation to the products and services most businesses
provide. They emphasize the importance of improving various solution designs to fit the
needs of the customers and claim that these solutions are “shaped by customer network
identity goals, goal management approaches” and a number of other constraints (Epp
Price, p. 36, 2011).
Three crucial terms that they define and refer to when challenging and analyzing various

business ideals, are:
Solutions: “’offerings that integrate goods and services to provide customized outcomes for
specific customers’” (Epp Price, p. 36, 2011),
Integration: “the processes of bringing together potentially diverse products and services in
ways that create value” (Epp Price, p. 36, 2011), and
Customer Network: “a social structure made up of individuals who are connected by one or
more specific types of formal and informal ties linked to purchase and consumption
activities” (Epp Price, p. 36, 2011)
These three terms are key aspects to determining the successes and/or failures of companies
and also confront the important aspects of communication that clients consider upon
contacting a company.
—Challenges Facing the Concept of “Service”—
In Yana Atanasova’s and Christoph Senn’s article, “Global customer team design:
Dimensions, determinants, and performance outcomes,” they analyze the difficulties
businesses face when approaching customer needs. They address a number of issues that
challenge the shift of power between customer expectations and business success, while
providing various organizational solutions to control and improve business management and
company representation.
As the world becomes more globalized and advanced, customers “expect the supplier to
provide consistent, coordinated service worldwide” while enabling them to “track suppliers’
quality and prices globally” (Atanasova Senn, p. 278, 2010). This access of knowledge to
information increases “the number of contacts between companies and the need for dedicated
resources and relationship-specific adaptations” while also expanding the “number of people
involved in the relationship (Atanasova Senn, p. 278, 2010) and demands more
responsibility and a high level of organization from within the company.

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