This document provides an overview of a customer service training program designed by Sunil Kumar. The objectives are to define different types of customers, both internal and external, identify important quality characteristics for customer service, and create positive customer experiences. The training covers identifying different types of customer interactions, demonstrating caring responses, and creating a series of caring responses. It also discusses the benefits of good customer service for both personal and organizational outcomes. Key aspects of customer service attitude are presented, including projecting confidence, thinking positively, using positive language, and conveying courtesy.

1. Customer ServiceCustomer Service
ManagementManagement
DESINGED BY
Sunil Kumar
Research Scholar/ Food Production Faculty
Institute of Hotel and Tourism Management,
MAHARSHI DAYANAND UNIVERSITY,
ROHTAK
Haryana- 124001 INDIA Ph. No. 09996000499
email: skihm86@yahoo.com , balhara86@gmail.com
linkedin:- in.linkedin.com/in/ihmsunilkumar
facebook: www.facebook.com/ihmsunilkumar

2. Customer ServiceCustomer Service
Objectives of the program:Objectives of the program:
 Who is a customerWho is a customer
 Identify your customer- Internal and ExternalIdentify your customer- Internal and External
 What quality characteristics are important forWhat quality characteristics are important for
Customer serviceCustomer service
 How to create positive memorable experiencesHow to create positive memorable experiences
for all customersfor all customers

3. Caring Customer ServiceCaring Customer Service
Outcomes of this module are:Outcomes of this module are:
 Identify different kinds of customerIdentify different kinds of customer
contactcontact
 Demonstrate and use Caring ResponsesDemonstrate and use Caring Responses
 Create and use a series of CaringCreate and use a series of Caring
ResponsesResponses

4. Customer ServiceCustomer Service
You are among the growing group ofYou are among the growing group of
people who have joined a servicepeople who have joined a service
organization dedicated to meet needs oforganization dedicated to meet needs of
others. The expectations today are veryothers. The expectations today are very
high because customers expectations forhigh because customers expectations for
service have increased tremendouslyservice have increased tremendously

5. ReactionsReactions
 What is often surprising is how long theseWhat is often surprising is how long these
reactions lastreactions last
 Good & bad customer care can arouseGood & bad customer care can arouse
powerful emotionspowerful emotions
 Benefits- remarkable or disastrousBenefits- remarkable or disastrous
 Opportunity- retain/ lose customers & gain/Opportunity- retain/ lose customers & gain/
lose several morelose several more
 Research shows that someone who has had aResearch shows that someone who has had a
bad customer experience will tell at least 10bad customer experience will tell at least 10
other peopleother people

6. Customer ServiceCustomer Service
Who are Customers?Who are Customers?
 People who receive my outputPeople who receive my output
 People who pay mePeople who pay me
 They are the reason why I do my jobThey are the reason why I do my job
 People who want to avail my company’sPeople who want to avail my company’s
servicesservices

7. Foundation of Customer ServiceFoundation of Customer Service
Customers are of two types:Customers are of two types:
 InternalInternal
 ExternalExternal

8. Foundation of Customer ServiceFoundation of Customer Service
Internal customer:Internal customer:
 Group of people you may serve within theGroup of people you may serve within the
organization.organization.
External customer:External customer:
 ““someone who depends on the timeliness,someone who depends on the timeliness,
quality, and accuracy of someone else’s work.”quality, and accuracy of someone else’s work.”
These are customers who come to yourThese are customers who come to your
organization for some services or products.organization for some services or products.
 You are a customer of others within anYou are a customer of others within an
organization and you also have customers.organization and you also have customers.

9. Customer ServiceCustomer Service
What quality characteristics are importantWhat quality characteristics are important
to your customers?to your customers?
 AccuracyAccuracy
 FriendlinessFriendliness
 TimelinessTimeliness
 EfficiencyEfficiency
 CourtesyCourtesy
 HonestyHonesty

10. Why is Service so Difficult toWhy is Service so Difficult to
Define Accurately?Define Accurately?
 It is not tangibleIt is not tangible
 It cant be measured/ weighedIt cant be measured/ weighed
 It is more emotional than rationalIt is more emotional than rational
 You can sell it, but you cannot give aYou can sell it, but you cannot give a
customer a sample to take & show tocustomer a sample to take & show to
anotheranother
 Having given it, the customer may notHaving given it, the customer may not
have acquired anythinghave acquired anything

11. Customer ServiceCustomer Service
Core service and Customer serviceCore service and Customer service
 Core Service: is the service or product yourCore Service: is the service or product your
organization provides to its customers- yourorganization provides to its customers- your
“reason for being”“reason for being”
 Customer Service: includes all of theCustomer Service: includes all of the
interactions you have with a customer whileinteractions you have with a customer while
you are conducting the businessyou are conducting the business

12. Service can be Divided intoService can be Divided into
two main types:two main types:
MATERIAL:MATERIAL:
 Price, Quantity, Quality, Type of equipment,Price, Quantity, Quality, Type of equipment,
Routines, Working method, Manning etc.Routines, Working method, Manning etc.
PERSONAL:PERSONAL:
 It is personal service which upgrades aIt is personal service which upgrades a
neutral impression about a service to a goodneutral impression about a service to a good
impression.impression.
 A honest smile & full personal attention willA honest smile & full personal attention will
work wonders even if material service breakswork wonders even if material service breaks
down.down.

13. In any InteractionIn any Interaction
Human levelHuman level
(to fulfill current human needs)(to fulfill current human needs)
Business levelBusiness level
(to accomplish external purposes and(to accomplish external purposes and
objectives)objectives)

14. Customer ServiceCustomer Service
The four things the Customer wants:The four things the Customer wants:
 Friendly, caring service:Friendly, caring service:
 Being interestedBeing interested
 Giving informationGiving information
 Listening carefullyListening carefully
 Answering questionsAnswering questions
 Warm friendly responses at all times especiallyWarm friendly responses at all times especially
when customers are upset or have concernswhen customers are upset or have concerns
 Flexibility: Customer want the person toFlexibility: Customer want the person to
“jiggle” the system to make it work for them.“jiggle” the system to make it work for them.
They don’t want to hear “No”They don’t want to hear “No”

15. Customer ServiceCustomer Service
The four things the Customer wants:The four things the Customer wants:
 Problem resolution:Problem resolution:
 Business problemsBusiness problems
 Non-business problemNon-business problem
 Recovery: If and when mistake is made,Recovery: If and when mistake is made,
customer wants you to take care of itcustomer wants you to take care of it
quickly and to their satisfactionquickly and to their satisfaction
 ApologyApology
 Fix itFix it
 Extra StepExtra Step
 Follow upFollow up

16. Moments Of TruthMoments Of Truth
 A moment of truth is any point in theA moment of truth is any point in the
interaction during which the customerinteraction during which the customer
has an opportunity to gain anhas an opportunity to gain an
impression of the service provided byimpression of the service provided by
the companythe company
 Research has shown that it takes onResearch has shown that it takes on
average 12 shining moments of truthaverage 12 shining moments of truth
to compensate for one dull moment ofto compensate for one dull moment of
truthtruth

17. Caring ResponsesCaring Responses
The Caring responses are skills thatThe Caring responses are skills that
can be used all the time, not just whencan be used all the time, not just when
customers are upset. The four skillscustomers are upset. The four skills
are:are:
 AcknowledgingAcknowledging
 AppreciatingAppreciating
 AffirmingAffirming
 AssuringAssuring

18. Dont’sDont’s
 Don’t ForgetDon’t Forget
 Don’t HesitateDon’t Hesitate
 I will tryI will try
 UnfortunatelyUnfortunately
 FreeFree
 DiscountDiscount
 SadlySadly
 We cant do thatWe cant do that
 Just a secondJust a second

19. Dont’sDont’s
 I am afraidI am afraid
 I don’t knowI don’t know
 Cost problemCost problem
 Don’t worryDon’t worry
 No problemNo problem
 ButBut
 You will have toYou will have to
 It’s a policyIt’s a policy

20. The Benefits of GoodThe Benefits of Good
Customer ServiceCustomer Service
Personal Benefits :Personal Benefits :
 Less stressLess stress
 Higher efficiencyHigher efficiency
 More job satisfactionMore job satisfaction
Organizational Benefits:Organizational Benefits:
 Key to survival and successKey to survival and success
 Motivated teamworkMotivated teamwork
 Cost effectiveCost effective
 Adds to the company bottom lineAdds to the company bottom line

21. Some Startling StatisticsSome Startling Statistics
 Only 4% of customers actually complainOnly 4% of customers actually complain
 For every complaint you receive there areFor every complaint you receive there are
26 unattended26 unattended
 Around 75% of the complaining customersAround 75% of the complaining customers
will do business with you again, if you actwill do business with you again, if you act
quicklyquickly
 It costs 5-6 times more to attract newIt costs 5-6 times more to attract new
customers than to keep old onescustomers than to keep old ones

22. Surprised?Surprised?
Out of the entire customers you lost:Out of the entire customers you lost:
 1%1% diedie
 3%3% move awaymove away
 9%9% go away for cheaper pricesgo away for cheaper prices
 19%19% are chronic customersare chronic customers
 68%68% leave due to bad serviceleave due to bad service

23. So Most Of AllSo Most Of All
Customers go elsewhere because theCustomers go elsewhere because the
people they deal with are indifferent topeople they deal with are indifferent to
their needs 68%.their needs 68%.

24. The two types of CustomerThe two types of Customer
ServiceService
 Reactive Customer ServiceReactive Customer Service
 Proactive Customer ServiceProactive Customer Service

25. Reactive Customer ServiceReactive Customer Service
Starts after receiving a complaint.Starts after receiving a complaint.
Moves on to solving the complaint.Moves on to solving the complaint.
Usually is a one time activity.Usually is a one time activity.
Basically we wait till the time complaints come.Basically we wait till the time complaints come.
 UncaringUncaring
 UnresponsiveUnresponsive
 UninvolvedUninvolved
 RudeRude
 In general, they under-deliver customerIn general, they under-deliver customer
serviceservice

26. Proactive Customer ServiceProactive Customer Service
 Starts at the time of customer makingStarts at the time of customer making
the purchasethe purchase
 Makes buying a pleasant experienceMakes buying a pleasant experience
 Reduces the waiting timeReduces the waiting time
 Delivers service more efficientlyDelivers service more efficiently
 Increases customer retentionIncreases customer retention
 Lesser complaintsLesser complaints
 The Bottom Line- does wonders forThe Bottom Line- does wonders for
you and your companyyou and your company

27. Winner/ Loser TapesWinner/ Loser Tapes
LOSER TAPESLOSER TAPES WINNER TAPESWINNER TAPES
There are so manyThere are so many The customer isThe customer is
customer problemscustomer problems the reason we arethe reason we are
herehere
The back room isThe back room is How to organizeHow to organize
disorganizeddisorganized the back roomthe back room

28. Winner/ Loser TapesWinner/ Loser Tapes
LOSER TAPESLOSER TAPES WINNER TAPESWINNER TAPES
The customer justThe customer just How can we useHow can we use
doesn’t understanddoesn’t understand this information tothis information to
gain revenue/gain revenue/
credibility bycredibility by
educating theeducating the
customercustomer
I have too muchI have too much Having lots to do makeHaving lots to do make
work to dowork to do time flytime fly

29. GUESTGUEST
 G- Greet the customersG- Greet the customers
 U- Understand customer needsU- Understand customer needs
 E- Explain features and benefitsE- Explain features and benefits
 S- Suggest additional itemsS- Suggest additional items
 T- Thank the customerT- Thank the customer

30. Three Styles ofThree Styles of
CommunicationCommunication
 Aggressive communication:Aggressive communication:
Communication becomes aggressiveCommunication becomes aggressive
when we stand up for our rights inwhen we stand up for our rights in
such a way that the other personssuch a way that the other persons
rights are violated. It leads to a closerights are violated. It leads to a close
down in communication.down in communication.

31. Three Styles ofThree Styles of
CommunicationCommunication
 Submissive communication:Submissive communication:
When we use submissiveWhen we use submissive
communication we fail to stand up forcommunication we fail to stand up for
our rights or we express them in a wayour rights or we express them in a way
that allows others to easily disregardthat allows others to easily disregard
them. It leads to win losethem. It leads to win lose
communication, where neither party iscommunication, where neither party is
satisfied.satisfied.

32. Three Styles ofThree Styles of
CommunicationCommunication
 Assertive communication:Assertive communication:
It involves standing up for our ownIt involves standing up for our own
rights in a way that it does not violaterights in a way that it does not violate
the rights of others.the rights of others.

33. Customer Service AttitudeCustomer Service Attitude
 Work – as if money is not important,Work – as if money is not important,
 Trust – as if never been ditched,Trust – as if never been ditched,
 Dance – as if nobody is watching,Dance – as if nobody is watching,
 Love – as if never been hurt………..Love – as if never been hurt………..

34. Customer Service AttitudeCustomer Service Attitude
““Thank you for calling Customer Service.Thank you for calling Customer Service.
If you are calm and rational, press 1.If you are calm and rational, press 1.
If you are a whiner, press 2.If you are a whiner, press 2.
If you are a hot head, press 3…….If you are a hot head, press 3…….

35. Customer Service AttitudeCustomer Service Attitude
Customer Service isCustomer Service is
80% Attitude80% Attitude
&&
20% Technique20% Technique

36. What is Customer ServiceWhat is Customer Service
Attitude……….?Attitude……….?
““Customer Service Attitude is the inherentCustomer Service Attitude is the inherent
ability to look at every interaction with theability to look at every interaction with the
customer as an opportunity for customercustomer as an opportunity for customer
delight and service excellence”delight and service excellence”

37. Displaying Customer ServiceDisplaying Customer Service
AttitudeAttitude
 Projecting ConfidenceProjecting Confidence
 Thinking PositiveThinking Positive
 Using Positive LanguageUsing Positive Language
 Being EnthusiasticBeing Enthusiastic
 Conveying Speed or urgencyConveying Speed or urgency
 Taking Ownership or accountabilityTaking Ownership or accountability
 Being CourteousBeing Courteous

38. CONFIDENCECONFIDENCE
““ Who has Confidence in himself will gainWho has Confidence in himself will gain
the confidence of others”the confidence of others”

39. Our beliefs fuel our actions.Our beliefs fuel our actions.
Positive beliefs lead to positive actionsPositive beliefs lead to positive actions
and negative beliefs lead to negativeand negative beliefs lead to negative
actions.actions.
Thinking Positive

40. Using positive language!Using positive language!
The way you express yourself will affectThe way you express yourself will affect
whether your message is received positivelywhether your message is received positively
or negativelyor negatively

41. Conveying Speed or UrgencyConveying Speed or Urgency
Your problem is importantYour problem is important

42. Taking OwnershipTaking Ownership
To the customer you are the CompanyTo the customer you are the Company

43. CourtesyCourtesy
PleasePlease
Politeness goes far yet costs nothingPoliteness goes far yet costs nothing
Thank youThank you

44. A customer is not dependent uponA customer is not dependent upon
us……….us……….
We are dependent upon him for our livingWe are dependent upon him for our living

45. A customer is not a cold statistic.A customer is not a cold statistic.
He is flesh and blood human being withHe is flesh and blood human being with
emotions and prejudices just like our ownemotions and prejudices just like our own

46. Best ModelBest Model
 B: Being the customer interactionB: Being the customer interaction
Gauge moodGauge mood
Build rapportBuild rapport
 E: Establish the customers agendaE: Establish the customers agenda
Ask open and closed ended questionsAsk open and closed ended questions
Be quietBe quiet
Listen activelyListen actively
Probe for specificsProbe for specifics
ParaphraseParaphrase

47. Best ModelBest Model
 S : Satisfy the customer’s needs.S : Satisfy the customer’s needs.
Generate more than one optionGenerate more than one option
Consider the customer’s perspectiveConsider the customer’s perspective
 T: Thank the customer and verify theT: Thank the customer and verify the
next stepnext step
Thank the customerThank the customer
Verify who will do what by whenVerify who will do what by when

48. When we learn to appreciate oneWhen we learn to appreciate one
another’s differences, we become moreanother’s differences, we become more
willing to listen, more open to new ideswilling to listen, more open to new ides
and more eager to grow.and more eager to grow.
Birds of different feathers come flockingBirds of different feathers come flocking
toto
us- we have to work together with them.us- we have to work together with them.

49. Good Customer Service restsGood Customer Service rests
on 3 P’son 3 P’s
People
ProductProcess

50. DESINGED BY
Sunil Kumar
Research Scholar/ Food Production Faculty
Institute of Hotel and Tourism Management,
MAHARSHI DAYANAND UNIVERSITY,
ROHTAK
Haryana- 124001 INDIA Ph. No. 09996000499
email: skihm86@yahoo.com , balhara86@gmail.com
linkedin:- in.linkedin.com/in/ihmsunilkumar
facebook: www.facebook.com/ihmsunilkumar
webpage: chefsunilkumar.tripod.com