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• Understand the importance of Customer Service 
• Handle different types of customers 
• Practice complaint handling 
• Discover techniques to 
cultivate and maintain 
special customer relationships
 Customers and Their Roles 
 Reasons Why Customers Leave 
 Customer Service 
 Service-Profit Chain 
 Handling Customers 
and Their Complaints 
 Tips for Good 
Customer Service
• 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.
 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.
• 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.
• 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.
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.
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.
Poor service , 
69% 
Better 
prices/offers 
elsewhere, 9% 
Product 
dissatisfaction, 
13% 
Others, 9% Poor service 
Product 
dissatisfaction 
Better prices/offers 
elsewhere 
Others
 Accuracy 
 Friendliness 
 Timeliness 
 Efficiency 
 Courtesy 
 Honesty
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.
GOOD SERVICE is when the customer gets 
the treatment that meets his/her 
expectations.
BAD SERVICE is when the customer gets 
treatment which is less than his/her 
expectations.
When the customer gets a little more 
that what he/she expected, Good 
Service becomes EXCELLENT SERVICE.
•Internal Customers 
•External Customers
An individual or group of people you may 
interact/serve within the 
organization/company. 
e.g. Investment Specialists, Real Estate Brokers
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.
Service-oriented 
employees 
Good service – 
Satisfied customers 
Higher incentives/ 
Bonus to 
employees 
High Revenue/ Higher Sales 
More profits
• 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.
• 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.
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.
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.
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.
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…”
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.
• 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.
• 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!
“ Your customer doesn’t care how much you 
know until they know how much you care. ” 
~Damon Richards