The document provides an overview of customer service management, emphasizing its importance in improving customer perceptions and generating revenue. It details essential customer service skills across various communication channels and differentiates between customer service and customer support roles. The text also covers advanced topics related to digital marketing, including SEO, SEM, and social media advertising strategies.

1. Accredited Education Providers for International Purchasing &Supply Chain Management Institute and American Certification
Institute, Delaware, USA.
Customer Service Management benefits
Overview
Customer service is the provision of service to customers before,during and after a
purchase.The perception ofsuccess of such interactions is dependenton employees "who
can adjust themselves to the personality of the guest". Customerservice concerns the
priority an organization assignsto customerservice relative to components such as product
innovation and pricing.In this sense, an organization that values good customerservice may
spend more money in training employees than the average organizationor may proactively
interview customers for feedback.
From the point of view of an overall sales process engineering effort,customerservice plays
an important role in an organization's ability to generate income and revenue.From that
perspective,customerservice should be included as part of an overall approach to systematic
improvement.One good customerservice experience can change the entire perception a
customerholds towards the organization
The 16 Customer service skills of great
customer service agents
Customer service involves much more than answering questions over the phone. Responding
to tickets through email, live chat, and social media are equally important communication
channels for customers. While there's plenty of overlap in the customer service skills required
to do a great job, each customer service channel benefits from a unique approach to these
skills.
For example, there are important customer service skills associated with phone support, such
as empathy, the ability to “read” a customer’s emotional state, clear communication, and
friendliness. But things emotional cues are much harder to read in writing, so additional

2. Accredited Education Providers for International Purchasing &Supply Chain Management Institute and American Certification
Institute, Delaware, USA.
customer service skills for newer customer-facing channels need to be developed and
improved upon (in order to make those channels more viable for customers).
Whether you’re interviewing or brushing up your customer service skills for your resume, it’s
good to remember that most customer support managers aren't just interviewing for technical
skills. They'll be looking for team members that can demonstrate real customer service skills.
The following examples are the good customer service skills that all customer service
professionals strive to master.
Skills for customer service
1. Smile, literally
Smiles translate through the phone but should be used at appropriate times. You don't want
your customer service to come off as inauthentic, but you should still always be cordial during
conversations. Smile as you would in a face-to-face conversation while responding to
questions and conveying necessary information.
2. Mirror a customer's’ language and tone
Part of the job in customer service is mirroring a customer's language and tone. Mirroring
another person’s language and tone can help create a connection. That said, if a customer is
angry, you don’t want to copy their frustration. Instead, you can try increasing your volume just
a little and then quickly work to bring the intensity down a notch. Customers respond well when
the help they're receiving is coming from someone who's clearly level-headed.
3. Listen first, then validate the problem
When customers are upset or frustrated, they might not be able to take in what you say—even
if it’s the right answer. Listen first, let them calm down, and then try to help solve their
problems. Empathy is a crucial ability in customer service, so make sure you know exactly
what you're showing empathy towards.
4. Acknowledge the customer

3. Accredited Education Providers for International Purchasing &Supply Chain Management Institute and American Certification
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Customers need to feel heard, so tell them that you understand the reason for their call. They'll
appreciate the touch of empathy and it'll go a long way towards making an angry customer's
experience much better. Customer service that accurately recognizes what ails the customer
comes off as more human and reflects well on the company.
5. Summarize your help
You’ve got to listen to a customer's problems in order to repeat information to them with
supportive language, and do so in a way that summarizes the help that you’re providing them.
Being able to adequately communicate all that you’re doing to help is a top job skill for
customer service agents.
6. Communicate hold times
Even if you’ve just handled a call really well, you can lose a customer by leaving them on hold
for too long. This is especially true if you haven’t set their expectations first—it will make them
feel like their questions don't matter, and ultimately reflects poorly on your customer service
and your company's reputation.
7. Use templates, not boilerplates
For efficient customer service, you’ll want to use templates that include some pre-written text.
At Zendesk, we call them macros. Templates are like guidelines—they shouldn't be overly rigid
and unwavering, but can provide a helpful structure for common responses (like a list for step-
by-step responses). Even though the whole team can use it, you’ll want to personalize your
own answer before replying to customers. This leads to a more personal interaction (and a
more fulfilling customer service job).
8. Make a template your own (with a personal spin)
It’s okay to use your own voice and approach when providing customer service, even as you
reflect your company’s persona and philosophies. Think about how you might make your own
signature unique or consider different ways to close the email depending on the tone and
resolution of the interaction.

4. Accredited Education Providers for International Purchasing &Supply Chain Management Institute and American Certification
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Set your support organization up for
success
See how
9. Be considerate of timeframes
Emails, especially a first response, need to be answered within a defined timeframe. A great
email support agent will prioritize their responses by urgency and how long they’ve been sitting
for. There's a chance your customer was spoiled during the sales process and expects similar
treatment in customer service—having a great customer service platform will help make that
responsibility easier.
10. Imitate the customer’s language and phrasing in text
Similar to phone support, it’s great to mirror a customer’s language or phrasing in an email to
show them that you understand and acknowledge their issue. This helps to create rapport and
establishes a better relationship, making it easier for them to receive the information they
need.
11. Always use a considerate tone over email or text
Tone can be hard to decipher over chat, especially since the responses can be short, quick,
and incomplete. It's an essential customer service skill to choose your words carefully. A good
rule of thumb is to use a gentle, informative tone—patience is a critical ability when faced with
a very frustrated customer.
12. Be comfortable with multitasking
Live chat agents are expected to handle more than one chat at a time, which is a skill in itself.
Great multitaskers don’t lose sight of the bigger picture as they're bombarded by questions. Be
careful not to handle too many chats, or else your customers will be waiting too long between

5. Accredited Education Providers for International Purchasing &Supply Chain Management Institute and American Certification
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responses. You can always put a chat “on hold” if you need more time to find an answer, but
just like with phone support, set their expectations first!
13. Look for cues if something is unclear
Sometimes it’s harder for customers to express themselves by writing, so don’t read too
quickly and jump to conclusions. It takes a lot of training to understand the nuances of different
customers, but it's part of what makes someone successful at a job in customer service. For
example, someone that works in sales might come off as assertive while you're providing them
support, while an engineer might need complex technical details to see their problem solved.
Being able to read specific cues is a problem-solving skill that can give agents a better idea of
how they can help.
14. On social media, (almost) always respond
Always respond to a customer’s social post—especially when they need help. Even if you can’t
answer right away, make quick initial contact with them and let them know where and when
you’ll respond. Providing speedy responses means you’ve got to be adept in addressing a
customer's problem in a precise and polite tone.
15. Don’t take obvious bait
The exception to “always respond” is when you are confronted with an obvious attempt to
create an altercation in a public space. These comments are often directed at the company
itself, and sometimes other people will quickly take the bait. Most organizations know they
can’t afford to have a customer service agent who makes mistakes on social media. The
damage to the company's reputation can be far-reaching.
16. Determine if something should be handled by support or another
department
Social media contacts occasionally walk a line between something that should be handled by
support and something that should be handled by marketing. It's an important skill that an
agent will know what should be a ticket and what should be forwarded to another team.

6. Accredited Education Providers for International Purchasing &Supply Chain Management Institute and American Certification
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Difference between customer support and customerservice
Customer support teams support a product. Customerservice teams service a
customer.
What does that look like in practice?
Consider a customer who walks into a retail store looking for a size medium blue T-
shirt. A customer service rep could help locate the T-shirt, ring the customer up, and
pack up the shirt for them. They might try to upsell by suggestinga sweater that
looks nice with the shirt. The customer has everythingthey want, but there’s no
other feedback or information that goes into the experience. It’s transactional.
By comparison, consider a customer who emails Dropbox aboutan issue they have
sharinga file with colleagues. The customer support agent links the customer to
documentationthey wrote and walks the customer through the appropriate steps.
Afterward, the support rep categorizes the conversationto help give feedback to the
Product team about the share function. Later that month, the customer support
agent might be involved in a conversation aboutimprovingsharing, and they might
follow up with the customer about their experience. Their role is more about
improvingthe experiencethan interactingtransactionally with the customer.
Customer support professionals use customerservice skills, but that’s only one part
of their job. Customer support also includes writingknowledge base documentation,
providingproduct feedback, and conductingusability studies.
Customer support teams are often closely integrated with product teams. They have
a seat at the table, where decisions involvingthe productare made. Compared to
customer service teams, support teams are generally more involved with the end-to-
end customer experience.
Customer Service vs. Customer Support
Both customer service and customer support are focused on the customer, but they
approach providinghelp from differentperspectives.

7. Accredited Education Providers for International Purchasing &Supply Chain Management Institute and American Certification
Institute, Delaware, USA.
Conversion tracking on Google Analytics and AdWords
 Google Analytics refresher
 How goals work in Google Analytics
 Setting up goals in Google Analytics using URL triggers
 Setting up goals in Google Analytics using code
 Linking AdWords to Google Analytics
 Setting up conversion tracking on Google AdWords
 Analyzing AdWords campaigns in Google Analytics
Advanced display and retargeting techniques
 Introductionto programmatic advertising
 Introductionto remarketing (Retargeting)
 Advanced features in Google Display
 Introductionto AdRoll
 How to setup an advancedretargetingcampaign
 How to setup an advancedprospecting campaign
 Reading and analyzing AdRoll reports
Advanced Search Engine Optimization(SEO) techniques
 Setting up and using the Google Search Console
 Key SEO tags that make or break your organic rankings
 Useful SEO diagnostic tools
 How to conduct a keyword research
 Conducting on-page SEO
 Conducting off-page SEO
 Content marketingforSEO purposes
Influencers and affiliate marketing
 Generaldefinitions
 The benefits of influencers marketing
 Techniques for successful influencers marketing
 Key influencers marketing campaigns thatworked
 Introductionto affiliate marketing
 The benefits of affiliate marketing

8. Accredited Education Providers for International Purchasing &Supply Chain Management Institute and American Certification
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 The dos and don’ts of affiliate marketing
 Key affiliate marketing campaigns that worked
Advanced Search Engine Marketing (SEM)
 Advanced keywords optimizations
 How to make the most out of the keyword planner
 Using the opportunities tab
 Using ad extensions
 Setting up dynamic search ads
 Using advanced ad targeting criteria
 Using advanced bid optimizations
Advanced socialmedia advertising techniques
 How to use custom audiences on Facebook and Instagram
 How to create a lookalike audience on Facebook and Instagram
 Using pixels to track conversions
 Generating advancedand custom reports on the Ad Manager
 How to setup native landing pages on Facebook and generate leads
 Advanced video marketingtechniques on Facebookand Instagram
 Advertising natively on Instagram
METHODOLOGY
 Lectures
 Discussions
 Individualand group exercises
 Case studies/Activities
 Activities