This document provides guidance on customer service training. It discusses the importance of customers, reasons why customers leave, handling complaints, and tips for good customer service. Customers are the most important part of any business and the purpose of a business's work. Providing excellent customer service and resolving complaints promptly is key to retaining customers and earning their repeat business.

1. Training Department

3. • Understand the importance of Customer Service
• Handle different types of customers
• Practice complaint handling
• Discover techniques to
cultivate and maintain
special customer relationships

4.  Customers and Their Roles
 Reasons Why Customers Leave
 Customer Service
 Service-Profit Chain
 Handling Customers
and Their Complaints
 Tips for Good
Customer Service

5. • They are the MOST important people in any business.
• They are NOT dependent on us. We are dependent on
them.
• They are NOT an interruption to our work, but the
PURPOSE of it.
• They are part of our business.
They are not outsiders.
• They give us favor when they come in.
We are NOT doing a favor by serving them.
• They deserve the most courteous attention. They are the
lifeblood of every business.

6.  I don’t have enough time.
 I don’t get paid to be nice.
 Every customer is totally irate today.
 I can’t deal with people who do not show
me respect.
 How can we do a good job if the other
departments do not provide the back-up we
need?
 I am having a bad day.
 I am always too busy.

7. • The customer is the business’
biggest asset.
• The customer’s payment becomes
part of our salaries, wages, bonuses.
• The customer will go where he/she
receives the best attention.
• There is no profit,
no growth, no jobs
without the customer.

8. • A typical dissatisfied customer will tell 8-10
people about their problem.
• 7 out of 10 complaining customers will do
business with you again if you resolve the
complaint in their favor.
• If you resolve a complaint
on the spot, 95% will
do business again.

9. 5 – 20%  Probability of selling to a
new prospect
60 – 70%  Probability of selling to an
existing customer
It takes 12 positive experiences to make up for
one unresolved negative experience.

10. For every customer who bothers to complain,
26 other customers remain silent.
News of bad customer service reaches more
than twice as many ears as praise for
good service experience.

11. Poor service
, 69%
Product
dissatisfaction,
13%
Better
prices/offers
elsewhere, 9%
Others, 9% Poor service
Product
dissatisfaction
Better prices/offers
elsewhere
Others

12.  Accuracy
 Friendliness
 Timeliness
 Efficiency
 Courtesy
 Honesty

13. Any or all interactions which the customer has with the
company while conducting business.
It is the ability to provide a service or product in the way
it has been promised.
It is also about treating the customers with
respect, individuality, and personal attention.

15. GOOD SERVICE is when the customer gets
the treatment that meets his/her
expectations.

16. BAD SERVICE is when the customer gets
treatment which is less than his/her
expectations.

17. When the customer gets a little more
that what he/she expected, Good
Service becomes EXCELLENT SERVICE.

18. •Internal Customers
•External Customers

19. An individual or group of people you may
interact/serve within the
organization/company.
e.g. Investment Specialists, Real Estate Brokers

20. Someone who comes into your organization/company
for products or services – the end customers.
These customers depend on the timeliness, quality, and
accuracy of the organization’s work.

21. Service-oriented
employees
Good service –
Satisfied customers
Higher SalesHigh Revenue/
More profits
Higher incentives/
Bonus to
employees

23. • Appreciate the customer for sharing the
complaint.
• Apologize for the
error/mistake/inconvenience.
• Listen actively. Nod from time to time to
show interest.
• Show empathy.

24. • Resolve, if it is within your control. If
not, bring it to the notice of your
supervisors.
• If not solved immediately, take down the
customer’s details (name, contact
number, address) to contact with the
solution.
• Do follow-up until the customer is
satisfied.
REMEMBER: Don’t take customers’
complaints personally.

26. A slight mistake can make this customer mad.
• Let the customer finish talking. Do NOT interrupt.
• Be firm and polite or else they may not be happy.

27. The customer who wants more than what
you can offer. They are not easily satisfied.
• Be firm yet polite.
• Be professional.
• Avoid being too docile but not rude.

28. The customer who listens to you and sounds
apologetic when complaining. The
customer is quite meek and extra polite.
• Listen carefully to what they have to say.
• Sound professional and don’t brush them aside.
• Gain their confidence.

30. 1.) APOLOGIZE – An apology makes the angry customer
feel heard and understood. It defuses anger
and allows to establish trust.
2.) DIPLOMACY AND EMPATHY – Use carefully-worded
sentences and phrases to kill the anger
brewing in them.
“Getting to the bottom of the issue is as much important to me
as it is to you” or “I am sorry to hear that…”

31. 3.) RESPONSIBILITY– Acknowledge the deficiency in the
service. Commit to them that you will take
care of the issue or investigate the matter
personally, and will call back within
required timeframe.
4.) APPRECIATE – Show appreciation for the feedback.
Thank the customer for his patience.
Welcome customer complaints.

32. • SMILE!
• Make yourself presentable/well-groomed.
• Greet each customer as he/she enters your
service area. Don’t use customer’s first name
unless asked to.
• Make an eye contact when speaking to
customers.
• Be a good listener and show interest in what the
customer is saying.
• Don’t chat with other staff when customers are
around. Give them your full attention.

33. • Identify and anticipate needs. Customers don’t
just buy products/services; they buy good
feelings and solutions.
• Make customers feel important and appreciated.
• Avoid rushing or doing too many things at once.
• Apologize when something goes wrong.
• Service a little more than they expect.
• Use positive verbal and body language.
• Thank the customer for their visit.
• SMILE!

34. “ Your customer doesn’t care how much you
know until they know how much you care. ”
~Damon Richards