F C u u n s d t a o m m e e n r t S a e ls rv ic e C S F /6 1 1

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1 Customer Service Fundamentals CSF/611

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3 Table of Contents Introduction... iii Building Rapport with Customers... 1 Being Customer-focused... 4 Understanding Your Customer s Feelings... 9 Customer Service in the Field The On-site Customer Service Roadmap Providing Customer Service On-site Customer Service over the Phone Proper Telephone Etiquette for the Phone Providing Excellent Customer Service on the Phone Internal Customer Service Identifying Internal Customer Service Relationships Delivering on Your Customers Needs Developing an Internal Customer Service Attitude Customer Service Confrontations and Conflicts Avoiding Common Customer Complaint Handling Mistakes Mastering the Customer Complaint Handling Process Shaping the Direction of Customer Service in Your Organization Managing Moments of Truth in Customer Service Creating and Implementing Customer Service Standards Developing a Dynamic Customer Service Strategy Glossary i

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5 Introduction The Customer Service Fundamentals course consists of 6 modules: Module 1: Customer Service Fundamentals: Building Rapport in Customer Service Module 2: Customer Service in the Field Module 3: Customer Service over the Phone Module 4: Internal Customer Service Module 5: Customer Service Confrontation and Conflict Module 6: Shaping the Direction of Customer Service in Your Organization In the first module you will learn how to build rapport with customers by being customer-focused. This includes being able to connect with your customers, being positive, paying close attention to the customers' needs, and understanding their feelings by empathizing with them. recognize behavioral examples that demonstrate a customerfocused attitude recognize examples of statements that demonstrate empathy build rapport with a customer In the second module, you will learn that when you meet customers on their turf; your initial meeting forms the basis for their overall impression of you, your abilities, and your company. You will learn that you can enhance the impressions you make in the field by using a few tried-and-true techniques. This skill-building module takes your customer service proficiency up a notch toward excellent customer assistance. match each stage of the on-site customer assistance process with actions that can be carried out during that stage to provide good service iii

6 iv recognize strategies to interact with customers and provide excellent customer service when at their location In the third module, you will learn the basic rules for answering a customer call including greeting the customer and offering your assistance. It includes information on how to make a good impression by listening and using questions to probe for more information, using your tone, and being able to empathize and be sincere with the customer. This module also describes ways of reflecting or adapting to your customer's style. In the end, customer service should focus on how to better serve and benefit the customer. identify basic telephone etiquette rules match strategies for providing outstanding telephone customer service with examples In the fourth module you will learn who internal customers are, the expectations placed on serving internal customers, and how to treat your coworkers as you would your external customers recognize internal customers and internal customer service providers in a given example recognize the importance of identifying your internal customer service relationships identify a process to deliver on your internal customers' needs identify ways to develop an internal customer service attitude In the fifth module, you will learn typical trouble spots in dealing with angry customers, including reasons for customer dissatisfaction and things customer service people should refrain from saying or doing to avoid adding to the customer's frustration. match common complaint handling mistakes with things you can do to avoid them recognize how to defuse angry customers and handle their complaints CFS/611

7 handle a complaint from an angry customer In the sixth module, you will learn strategies used to shape the direction of customer service in your organization, including defining moments of truth, the creation and implementation of quantifiable service standards and methods of evolving your customer strategy to meet the changing needs of your customers. recognize how to manage moments of truth to improve the customer experience recognize examples of effective customer service standards recognize how to implement effective service standards recognize how to stay tuned in to customers' changing needs You may use this manual to review and highlight important concepts as you progress through the media presentation. v

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9 Module Customer Service Fundamentals: Building Rapport with Customers In this module, you will learn how to build rapport with customers by being customer-focused. This includes being able to connect with your customers, being positive, paying close attention to the customers' needs, and understanding their feelings by empathizing with them. The following lessons are covered in this module: Lesson 1: Building Rapport with Customers CSF/611 1

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11 Building Rapport with Customers Lesson 1 Upon completion of this lesson, you will be able to: recognize behavioral examples that demonstrate a customer-focused attitude recognize examples of statements that demonstrate empathy build rapport with a customer CSF/611 3

12 Building Rapport with Customers Topic 1 Being Customer-focused T he secret of excellent customer service lies in your ability to focus on the customer. Being customerfocused helps you build rapport, which in turn leads to solid, positive, gratifying customer relationships. When you focus on your customers, you show them they are important to you and you make them feel special. Your customer-focused attitude should be consistent across the phases of building relationships with your customers, whether you are meeting them for the first time or trying to cultivate and maintain relationships with them. Three simple strategies help you to be customer-focused and to provide excellent customer service: 1. Give your undivided attention Good customer service involves paying attention to what customers want. If you don't pay attention, you can't be sure of what customers want from you, or whether you're satisfying their needs. Additionally, paying attention to people lets them know that you value them and take their needs and wants seriously. 2. Connect with your customers Connecting is necessary for meaningful, satisfying interactions with customers and can be accomplished in many different ways. When you feel connected to someone, you feel respected, cared for, and comfortable with that person. 4 CFS/611

13 Customer Service Fundamentals People feel connected to you when they can identify with you or feel that you share something in common with them. 3. Be positive Being positive is about being pleasant and affirming to interact with. It's also about finding effective ways to help people and offering constructive solutions for customers' problems. Paying attention If you're interrupted while speaking with your customer, deal with the interruption quickly and return your focus to your customer. When dealing with a customer Actions to demonstrate your attentiveness: Stop what you're doing When a customer approaches you, it's important that you stop whatever it is that you're doing. This shows the customer that he has your undivided attention. For example, you should put down whatever is in your hands at the time, turn away from your computer, or close any open files or books. Deal with interruptions quickly Try to avoid being interrupted when interacting with a customer. If interruptions can't be avoided, deal with them as quickly as you can. For example, if you're busy with a customer, and you're forced to answer the phone, explain to the customer that you'll simply take the caller's details and return to him. And then do just that. Connecting Once your customer has your full attention, you need to find ways to connect with her. Connecting with people is all about CSF/611 5

14 Building Rapport with Customers establishing a relationship. Relating to people is easy when you identify with them or recognize your commonalities. To nurture connections with customers you need to find commonality with them. You also need to say things that make people feel welcome and that assure them they mean something to you. Behaviors that build connections with customers: Find commonality Make people feel welcome Show that people mean something to you Find commonality To find commonalities, you need to listen actively to your customer with a genuine interest and concern. And you need to pay attention to the customer's feelings, meaning, intentions, and body language. When you find something you have in common, you can communicate this to your customer, if appropriate. For example, you could comment on the fact that both of you are left handed. Make people feel welcome Making people feel welcome is an important way of connecting at all stages of building a relationship. Whenever you come across customers, you should do something to make them feel welcome. At first contact, or when a customer has just entered your premises, it's important to greet him. Smiling at people is one 6 CFS/611

15 Customer Service Fundamentals of the most effective ways to make people feel welcome without needing to speak. Show that people mean something to you To show customers that they mean something to you, you should learn their names and use them whenever appropriate, such as when you greet or call them. Remembering information such as customers' likes and dislikes or their personal details, gives your connection history and significance. Making eye contact and actively listening also convey that other people are important to you. For instance, if you know your customer loves antiques, you can call him about some pieces you think he may like. This shows your customer that he matters to you. Being positive The third strategy for focusing on your customers is to be positive and friendly. This attitude projects professionalism and success. It builds and strengthens relationships by making you a pleasant person to do business with. Being positive and friendly doesn't make problems go away, but it helps make other people feel better. Staying positive can bring strength and reassurance to others. Stress is thereby reduced, or even eliminated, enabling problems to be tackled more effectively. Your positivity will reduce your stress levels as well. And, you re apparent professionalism will enable you to easily build rapport and strengthen relationships with customers, CSF/611 7

16 Building Rapport with Customers ensuring that they seek you out for your expertise, positive demeanor, and relaxed approach. Being positive is more than simply having a good attitude. It's also about offering positive solutions to problems. When you're unable to help a customer, offer an alternative rather than simply saying no. Even when you have to give people bad news, you can still offer positive solutions. Keeping customers satisfied and ensuring they return to your company requires that you're focused on their needs. To focus on your customers, you need to pay them undivided attention and minimize interruptions to your interactions. You also need to connect with your customers. Finding commonalities helps establish connections, which are created and nurtured through communication and relationship building. Finally, a positive and friendly attitude is helpful. By having a good attitude, you reduce stress in yourself and in others. You also need to offer positive solutions to customers' problems. In each case, either come up with a practical solution or validate and recognize the personal nature of the customer's problem. 8 CFS/611

17 Customer Service Fundamentals Topic 2 Understanding Your Customer s Feelings E mpathy Listening to and understanding a customer's feelings is a fundamental element of rapport. This is known as having empathy. Empathy validates your customers' feelings and shows you really connect with them and find them valuable. Using empathy, you listen for the meaning hidden in your customers' messages, acknowledge their emotions, and provide care to them. This helps customers to feel good about you and about themselves. Sincerely acknowledging a customer's negative emotions defuses such emotions. This in turn helps your customer feel better and respond more positively to a difficult situation. You can use different approaches to show you understand your customers' feelings: Relate your own experience Show understanding of what customers are feeling by reflecting their emotions, and Normalize their difficulties so they don't feel as though they are the only ones who have ever experienced the problem or situation CSF/611 9

18 Building Rapport with Customers Relating your own experience In situations you're familiar with, and where you've experienced similar emotions, it's helpful to share your experiences with your customer. This shows that your interaction is between equals and that you have some expertise in dealing with the issue. However, it's important to keep your story brief and your examples relevant. Keep it brief If you tell long and involved stories, you begin to make the situation about you rather than your customer. Also, you show a lack of respect for your customer's time. So when relating your own story, always try to keep it brief. Saying "I had the same problems when I used my credit card online the first time" is helpful. But relating what you were trying to buy and giving details of the online store and the bargain you could have missed is not very useful. Keep it relevant Relating your own experience should reflect that you have some expertise in dealing with the issue and that you're on an equal footing with your customer. Because of this, the story you relate should closely resemble the customer's current experience. If a customer is confused about the requirements for an insurance quote, you should briefly tell your own story about being confused in a similar situation. You display little empathy recounting difficulties you experienced enrolling at college or when you try to convince the customer your experience is worse than his. Relating your own experience can be used at all stages of customer relationship building. It helps you find the common 10 CFS/611

19 Customer Service Fundamentals ground needed to cultivate and maintain a relationship with a customer. Reflecting emotion The second strategy is to reflect emotion, or show understanding of why your customer is feeling the way she is. Acknowledging the customer's bad feelings and the reasons behind them is probably the most common way of showing empathy. To reflect a customer's emotions, you first need to determine what she's feeling. Pay attention to her words, tone of voice, and body language. Do your best to imagine what she may be going through. Then acknowledge her feelings and the reasons for them. Reflecting a person's emotions in this way conveys warmth and understanding, and defuses tension. Reflecting a person's emotions doesn't require you to agree with her opinions. Instead, you need to understand what matters to her personally. You respond to her situation by reflecting her own statements and feelings. This creates trust between you and shows you empathize with her. Normalizing difficulties When customers are self-critical, or make negative statements about themselves, it's important to offer them reassurance and affirmation that they are not alone. Normalizing a customer's reaction to the difficulty they are experiencing lets them know it's normal to have these problems and feelings in their situation. When attempting to normalize a customer's response however, you must be careful to convey the feeling that "they CSF/611 11

20 Building Rapport with Customers are not alone" rather than implying "they are just like everyone else." Sometimes people try to normalize responses by talking about other customers' personal experiences. This is counterproductive because it could make the customer feel as though they'll speak about her in the same way. This can actually reduce trust and rapport. Empathy enables you to connect with customers and build good relationships with them. Empathy involves listening to, understanding, and validating customers' feelings. Three techniques you can use to demonstrate empathy are to relate your own experience, reflect people's emotions, and to normalize their responses. Relating your own experiences is a way of reassuring customers that you have some understanding of their situations, and places you on equal footing with them. To be effective, keep your stories brief and relevant. Reflecting customers' emotions and problems back to them can be a very effective way to convey understanding and shows a desire to be helpful. As such, it is a good way to set distressed customers at ease and address their problems effectively. Normalizing responses lets customers know their problems are normal and reassures them that they don't need to be hard on themselves for getting upset. 12 CFS/611

21 Job Aid Building Empathy Purpose: Use this job aid to review strategies for building empathy. Empathy involves listening to and understanding a customer's feelings. This quality is an essential building block in developing and maintaining customer relationships. Strategies for building empathy Relating experience Reflecting emotion Normalizing responses By telling a customer about a situation you're familiar with and in which you experienced similar emotions, you show that your interaction is between equals and that you have some expertise in dealing with the issue. However, it's important to keep your story brief and your examples relevant. Acknowledging the customer's bad feelings and the reasons behind them shows that you understand how the customer is feeling and why he's feeling this way. Reflecting a person's emotions in this way conveys warmth and understanding, and it defuses tension. Let the customer know it's normal to have these problems and feelings. If a customer is self-critical, or makes negative statements about herself, it's important to offer reassurance and affirmation. However, avoid making the customer feel as though she's just like everyone else and avoid telling stories about other identifiable customers, as this shows a lack of respect. CSF/611 13

22 Job Aid Strategies to Build Rapport with Customers Purpose: Use this job aid to review strategies for building rapport. Strategies for building rapport Paying attention Showing empathy Connecting You pay attention to customers by stopping what you're doing when they approach you, directing all your attention to them, and dealing with any interruptions to your conversations quickly. You can show empathy toward your customers by briefly and relevantly relating your own experiences, reflecting their emotions and situations back to them, and normalizing their difficulties. All of these strategies help demonstrate understanding and are used to reassure customers and make them feel more comfortable. You connect with customers by finding commonalities with them and making them feel like they can identify with you. You also connect with people by making them feel that they are welcome and that they mean something to you. Techniques that you can use to establish a connection with people include greeting them, smiling at them, calling them by their names, listening actively, and remembering details they've shared with you in the past. Being positive To be positive, you should maintain a positive attitude in difficult situations, try to never say no to customers, and always try to offer possible solutions to their particular problems. CSF/611 14

23 Module Customer Service in the Field In this module, you will learn that when you meet customers on their turf, your initial meeting forms the basis for their overall impression of you, your abilities, and your company. You will learn how you can enhance the impressions you make in the field by using a few tried-and-true techniques. This skill-building module takes your customer service proficiency up a notch toward excellent customer assistance. The following lessons are covered in this module: Lesson 1: Customer Service in the Field CSF/611 15

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25 Customer Service in the Field Lesson 1 Upon completion of this lesson, you will be able to: match each stage of the on-site customer assistance process with actions that can be carried out during that stage to provide good service recognize strategies to interact with customers and provide excellent customer service when at their location provide excellent customer service in the field in a given scenario CSF/611 17

26 Customer Service in the Field Topic 1 The On-site Customer Service Roadmap V isiting customers is a five-stage process encompassing: 1. preparation 2. arrival 3. service 4. wrap up, and 5. follow up Preparation During the preparatory stage, you need to: Clarify the reason for your visit Set a mutually convenient meeting time, and Gather information about the customer Clarify the reason for your visit You may be notified of a customer's request for a visit via telephone, , fax, or your organization's electronic logging system. You should then note of the reason for the request, asking for further clarification if necessary, and acknowledge your receipt of it. Alternatively, you may be the one who initiates a visit. In this case, it's important that when you contact the customer, you clearly explain your reason for proposing a visit. 18 CSF/611

27 Customer Service Fundamentals Set a mutually convenient meeting time It's important you set a time and date for the visit that won't inconvenience the customer, and that you'll be able to stick to. You should make it clear that you respect the value of the customer's time. Gather information about the customer You should gather relevant information about the customer and about the problem or issue you need to address during a visit. As well as ensuring you'll be better prepared to serve the customer during a visit, knowing something about the customer can help you personalize the service you provide. Arrival When you arrive, you set the tone for the rest of the visit and your demeanor determines how the client will react to you. So at this point, it's especially important to come across as professional, friendly, helpful, and approachable. Dressing appropriately is a basic step in making a good first impression. For example, a business suit is probably best if you're a sales representative. Clean overalls are more appropriate if you need to inspect a customer's roof or replace a car part. When you first arrive at a customer's home or business, it's important you identify yourself clearly and remind the customer of the reason for your visit. You should also set expectations. If you need to complete a job, for instance, specify approximately how long the job will take and what you need to do. CSF/611 19

28 Customer Service in the Field After introducing yourself, using small talk and practicing customer recognition will help you maintain an appropriate tone. Small talk Appropriate topics for small talk include the weather, entertainment news, or current events. Avoid controversial, personal, or negative comments and remain professional at all times. Practicing customer recognition show that you're familiar with the customer and her needs. Simply addressing her by name or referring briefly to her line of business can make her feel more comfortable and valued. During the arrival stage, you should also make good eye contact and practice active listening. Poor listening leads to misunderstandings, which in turn lead to bad service. When you listen actively, you give the customer your full attention, demonstrate that you understand what he's saying, and if you're not sure, ask him to explain. Service Providing appropriate service is a four step process involving: 1. Evaluating the situation you have to deal with 2. Validating your understanding of the job and what it entails 3. Deciding on what it is you need to do, and 4. Developing and executing a plan of action Throughout the service stage, it's critical to continue communicating well with the customer. This requires good 20 CSF/611

29 Customer Service Fundamentals active listening skills on your part or you may miss important information or concerns. It also requires that you keep the customer fully informed. Remember three simple things to tell the customer: 1. What you re planning to do 2. What you re doing 3. What you ve already done When you re talking about the plan of action you re following or work you re doing. It s important you take the customer s level of knowledge into account. You should avoid jargon and technical terminology the customer is unlikely to be familiar with. Rather than impressing a customer, this is likely to leave him confused and dissatisfied. Wrap Up During this stage, you Tidy up the area you've worked in, clearing it of any mess or items you've used Confirm and demonstrate what you've installed or repaired is working Summarize issues or key points arising from the service Ask questions to confirm the customer is satisfied with the service Escalate any issues if necessary, and Answer any customer queries that arise Tidy up Tidying up may involve clearing any debris or dust, and packing away or returning items you've used. To leave the CSF/611 21

30 Customer Service in the Field customer with a positive impression, make sure you leave the premises exactly as you found them when you arrived. Confirm and demonstrate If you've installed or repaired something, it's important you test that it is in fact working before you leave the customer's premises. A customer who discovers that a problem hasn't been fixed only after you leave is likely to be frustrated and annoyed and will have to waste time calling your company back to arrange a second visit. Summarize In the wrap-up phase, you should summarize or reaffirm the main points or issues that have come out of your visit. This ensures you've understood your client and the client has understood you. Ask questions Once you ve completed your job, you should confirm whether the customer is satisfied with the service you provided. Your company may provide you with standard questions to ask the customer at this point- or you may simply ask if the customer is satisfied. Escalate issues Not all installations, repairs, or visits to customers are successful, and sometimes it s necessary to refer issues to other departments or individuals within your company. If this occurs assure the customer you re escalating the matter and will keep her informed about how it ll be resolved 22 CSF/611

31 Customer Service Fundamentals Answer queries Part of the wrap up process is giving the customer the opportunity to ask questions. You should ask if the customer has any queries before you leave even if you answered various questions during the service phase. Follow Up You may need to follow up if you've had to escalate an issue or if the customer requests a service other than the one you provided during a visit. You may also follow up on a visit simply to ensure the customer is satisfied. This offers you an opportunity to address any remaining problems and to show the customer that you're dedicated to providing high-quality service. The on-site customer service process consists of five stages preparation, arrival, service, wrap up, and follow up. Following specific guidelines during each of these stages can ensure that you provide professional, high-quality service that leaves customers satisfied. CSF/611 23

32 Customer Service in the Field Topic 2 Providing Customer Service On-site T o provide excellent customer service on site, you apply four main strategies: 1. Start on a positive note to set the right tone for the rest of the visit By saying something to break the ice, you'll make communication easier and the customer will be more likely to be satisfied with your service. 2. Set expectations clearly to avoid disappointing the customer By letting your customer know what you're there to do, roughly how long it'll take, and the length of time any further services may take, you make sure you both understand each other. 3. Listen actively to make sure you understand the customer's needs Active listening is a strategy that ensures you fully understand your customer and it demonstrates that you care about what your customer has to say. 4. Help customers understand your products or service and their benefits An on-site visit enables you to explain your company's product or services to a customer. Also, customers sometimes feel freer to ask a question in person than on the telephone. And, because you're with the customer, you may be able to demonstrate how to use or set up a product. 24 CSF/611

33 Customer Service Fundamentals 1. Start on a positive note You should make sure you arrive at a customer's home or place of business punctually, at the agreed time. You also need to prepare properly for the visit. You should arrive with all relevant information and tools at hand, and know what's required. An administrative hiccup at the outset can make a lasting, negative impression. On arrival, you can employ several interpersonal techniques: Offer a warm greeting This demonstrates warmth and a personal touch. By showing a personal interest in your customer, you'll establish rapport. Practice customer recognition Make your customer feel valued. Demonstrate, for example, that you know his name, buying habits, and what product or service he bought last from your company. Use small talk Establish an easy flow of conversation. However, avoid controversial topics like religion or politics, or overly personal comments. You should project a sense of easy professionalism with your body language. If you maintain an open posture, make eye contact, and actively show interest, you'll succeed in making a connection with your customer. Also, nonverbal signals, like nodding and smiling at the appropriate times, will reassure the customer that you're listening to what they are saying. 2. Set expectations clearly Honesty is the best policy. Let your customers know what to expect. Be as accurate and realistic as possible and if factors beyond your control affect the time it takes to CSF/611 25

34 Customer Service in the Field complete a job, say so. You'll be seen as professional and reliable if you deliver on your word. Also, making it clear what you can and can't do will allay customer dissatisfaction. 3. Listen actively A poor listener will provide poor customer service. If you don't listen actively, you may fail to pick up on important information including your customer's needs and concerns. You can use several active listening techniques that facilitate communication: Paraphrase and restate This demonstrates you're paying attention. You also let your customer know that you've understood correctly. You can introduce your rewording of what a customer has said using phrases like "Am I right in believing..." and "So you're telling me..." Look for nonverbal cues Body language and tone of voice can help you understand a customer's emotions when his words don't convey sufficient information. Showing you recognize how a customer is feeling can help you get to the heart of a matter. Responses such as "You seem pleased with..." or "You sound very doubtful about..." encourage a customer to elaborate. Don t rush conversation Your role is to understand what your customer is telling you. Summarize and query satisfaction When a customer finishes speaking, summarize the gist of what he's said to ensure you've understood correctly and demonstrate you're paying close attention. 26 CSF/611

35 Customer Service Fundamentals Active listening has several benefits. It makes customers feel you care about what they have to say and reassures them that you'll take their input into account when determining what actions to take. It also enables you to establish a connection with customers so that productive communication occurs. 4. Improve customer understanding Explain your product or service to your customer in a friendly and professional manner. Use simple language and avoid jargon, and where possible use some of the customer's own words. Visits to customers pose specific challenges because you need to use several effective interpersonal skills. Four guidelines help ensure your visits are a success. Starting on a positive note sets the tone for the visit and establishes a personal connection with the customer. When setting expectations, you let your customer know what you're there to do and how long it will take. Active listening involves fully focusing on what the customer says, demonstrating your understanding, and asking for clarification whenever necessary. You help customers understand your products by explaining your products or services in a way that's easy to understand, patiently, and without using jargon. CSF/611 27

36 Job Aid Customer Service Strategies Purpose: Use this job aid as a reminder of the different strategies you can use when providing customer service in the field. Start on a positive note Break the ice Practice customer recognition refer to the customer by name and, when possible, demonstrate familiarity with the customer's history with your company Refer to buying habits, previous meetings, or services requested Use small talk, but avoid controversial subject matter Use open body language Be reassuring, positive, and professional Set expectations clearly Specify how long the visit will take Define the scope of the visit Manage the scope of your visit don't let yourself get off track Be honest and realistic Listen actively Paraphrase and restate CSF/611 28

37 Customer Service Fundamentals Look for nonverbal cues Do not speed up the conversation Summarize and query satisfaction Help customers understand your products Be patient Be willing to answer questions Clarify any doubts the customer may have Use jargon-free language that's easy for the customer to understand CSF/611 29

38 Job Aid Active Listening Examples Purpose: Use this job aid to review techniques for active listening and examples. Paraphrase and restate To listen actively, it's important to paraphrase or restate what the customer says in your own words. This gives the customer the opportunity to confirm that you've understood correctly, and demonstrates that you were paying close attention. Examples of phrases you can use to introduce a rephrasing of what the customer has said are: "Let me make sure I'm following you correctly..." "What you're telling me is..." "Let me get this straight..." Look for nonverbal cues It's important to look out for nonverbal cues to determine what a customer is feeling, or perhaps thinking, but not expressing fully. If a customer's body language or tone of voice suggests particular emotions, it's a good idea to encourage the customer to elaborate. For example, you may do this using statements like: "You sound doubtful about..." "It appears as though you are enthusiastic about..." "It sounds to me like you're having a hard time..." CSF/611 30

39 Do not speed up the conversation Customer Service Fundamentals Show patience, and avoid the temptation to rush a conversation. You should allow your customer to finish speaking before coming to conclusions. Some examples of phrases you should NOT use include: "Let's skip ahead..." "Can we cut to the chase..." "Moving along..." Summarize and query satisfaction It's good practice to wrap up a conversation with a customer by summarizing the main points from what has been said. This gives the customer the opportunity to correct you if your understanding is not accurate or to ask relevant questions. Once you've summarized, you should also ask if the customer is satisfied. Examples of phrases you can use to introduce a summary of the main points are: "So your main points seem to be..." "To make sure we understand each other, this is the focus of your..." "The key points you're concerned about are..." CSF/611 31

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41 Module Customer Service over the Phone In this module, you will learn the basic rules for answering a customer call including greeting the customer and offering your assistance. It includes information on how to make a good impression by listening and using questions to probe for more information, using your tone, and being able to empathize and be sincere with the customer. This module also describes ways of reflecting or adapting to your customer's style. In the end, customer service should focus on how to better serve and benefit the customer. The following lessons are covered in this module: Lesson 1: Customer Service over the Phone CSF/611 33

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43 Customer Service over the Phone Lesson 1 Upon completion of this lesson, you will be able to: identify basic telephone etiquette rules match strategies for providing outstanding telephone customer service with examples CSF/611 35

44 Customer Service over the Phone Topic 1 Proper Telephone Etiquette for the Phone S pecific rules of etiquette apply for answering a call, putting a customer on hold, transferring a call, and closing a call. Basic telephone etiquette To answer a call correctly, it's important to start by answering it promptly generally within three rings. A customer left waiting for longer than this may be annoyed at the delay and is unlikely to feel that your company prioritizes its customer service. You should then greet the customer and identify yourself and your company or department. It's important to do this before asking her for information such as a reference number she first needs to know who she's talking to. Finally, you should offer her your assistance. Putting customers on hold As well as answering a call correctly, it's important to follow proper etiquette when you put customers on hold. Failing to do this can leave callers frustrated and confused. When it's necessary to put someone on hold, you should follow these five key steps 36 CSF/611

45 Customer Service Fundamentals 1. Ask You should always ask if you can put the customer on hold. It's very important to obtain the customer's permission before doing so. 2. Explain Let the customer know why you're putting her on hold and or what you'll be doing while the call is on hold. 3. Estimate Give the customer an estimate of how long she'll be on hold so that she knows what to expect and can make a decision about whether to remain on hold or end the call and try again later. 4. Update If you need to keep the customer on hold for longer than expected, update her by explaining why you're taking so long and how much longer you think you need. If she can't wait, offer to call her back. 5. Thank When you're ready to resume the call, thank the customer for being patient. Transferring calls If you need to transfer a customer's calls to a colleague or another department, it's important to explain to the customer who you're transferring the call to and why, or how the person to whom you're handing the call will be able to help. Where possible, you should also speak to the person to whom you plan to transfer the call so that you can explain who the customer is and what the problem or query is. This ensures customers don't have to repeat everything they've already told you to someone else. It's especially important if customers are likely to be transferred numerous times during a call. CSF/611 37

46 Customer Service over the Phone Closing a Call The following steps ensure you end a call positively, hopefully leaving the customer with a good impression of you and your company. Summarize and check satisfaction Remind the customer of any actions you've agreed to take to resolve the query and of any actions the customer may need to take. You should also ensure the customer understands and is satisfied with the way the query has been addressed. Offer further assistance You ask the customer if you can offer assistance with any other issues. This allows the customer to bring up any points that still need resolution or to make any new requests or queries. Thank the customer When closing the call, you always thank the customer and express appreciation. For example, you could thank the customer for informing you of a particular issue. This helps you to end the call on a positive note. Hang up You hang up the phone only after the customer has put down the phone. This prevents you from inadvertently cutting off the customer in midsentence. 38 CSF/611

47 Customer Service Fundamentals Topic 2 Providing Excellent Customer Service on the Phone Y ou deliver excellent customer service if you care about the little things that take over-the-phone customer service from average to good or exceptional. Five strategies help you deliver outstanding customer service over the telephone: 1. Mind your tone of voice 2. Show you re listening 3. Use customer focused language 4. Help resolve problems 5. Mirror your customer s language In a face-to-face conversation, meaning isn't carried by words alone it's also conveyed through body language and tone of voice. Minding your tone of voice You don't transmit physical cues like facial expressions and posture over the phone. However, your tone of voice conveys your mood and intentions, and can change the meaning of the words you use. Typically, the following tones reflect a specific attitude. CSF/611 39

48 Customer Service over the Phone Monotone Speaking with a monotone projects boredom and disinterest, and the customer may assume you'd rather be doing something else. Low and slow Speaking slowly and in a low voice might lead the customer to assume you're depressed or that you find it hard to speak. High and emphatic A fairly high-pitched and emphatic or passionate tone tells the customer you're energized and enthusiastic about the subject. However, appearing unreasonably enthusiastic will make you seem unprofessional and insincere. Fast and loud Speaking quickly and loudly suggests you're aggressive and possibly not open to suggestions or divergent opinions. High and slow peaking slowly in a high-pitched voice may give the customer the impression you're doubtful, hesitant, or incredulous Beyond maintaining a positive tone and adapting it to the content of your speech, it's important to use appropriate inflection. A lack of inflection makes you sound monotonous and dull. However, using too much inflection in your voice can make what you say sound forced and insincere. Showing you're listening Active listening is crucial in all customer service, including the service you provide over the phone. You can give exceptional service only if you really know what a customer wants. So it's vital to listen carefully, both to what a customer says and to nonverbal cues like tone of voice. It's also important to prompt the customer to elaborate when necessary, and to confirm and demonstrate that you've understood. 40 CSF/611

49 Customer Service Fundamentals These three techniques will greatly facilitate your ability to listen actively. 1. Restate and summarize It's important to summarize the customer's main points in your own words. This lets you check that you've understood correctly the customer can correct you or explain further if necessary. It also helps demonstrate that you've been paying close attention to what the customer has said. 2. Encourage the customer to tell you more Whenever necessary, you should encourage a customer to provide you with additional information. You do this by asking specific questions that begin with the words "why" or "what." You may also use a direct statement that starts with "Tell me more about..." 3. Demonstrate empathy Restating the feelings a customer expresses or indicates through her tone of voice enables you to demonstrate empathy. It also encourages the customer to elaborate or to speak more freely. Using customer-focused language If customers feel you're delivering responses by rote or failing to take their concerns into account, they're unlikely to be satisfied. A better approach is to use customer-focused language during all your calls. This language tells customers how your service will benefit them and it shows you're focusing on their needs. During a call, it can be easy to default to self-centered language or impersonal greetings. However, if you maintain a focus on what's important to your customer, you'll make a CSF/611 41

50 Customer Service over the Phone better impression and find that the customer is much more helpful in return. Helping resolve problems Customers often phone because they need assistance in resolving problems. So an important aspect of providing excellent customer service is your willingness to help your customers to the best of your abilities. When handling customers' requests, it's important to avoid negative statements or to refuse requests outright, even if you can't solve their problem. Take the example of a customer phoning about a delivery that is running late. As a customer service representative, you can't turn back time and make the package arrive on the due date, but if you offer alternatives, you can make the situation better. By apologizing, offering compensation, or having your company absorb the customer's cost, you'll give your customer a good experience and salvage a potential disaster. Mirroring your customer's language Adjectives frequently carry different meanings for different people, so it makes sense to use the same terms as your customers if they use specific words to describe something. Mirroring your customers' language is an effective strategy for ensuring you use terms they understand and are comfortable with. This doesn't involve parroting a customer. It involves picking up specific terms and using them in your explanations to prevent misunderstandings. 42 CSF/611

51 Customer Service Fundamentals Another aspect of mirroring your customers' language is to match the style of their communication. Customers have their own personal style of communication, and you should try to match this style. On the one hand, if a customer uses direct language, then you should speak quickly, organize your information before you speak, and focus on the customer's goals. On the other hand, if a customer is chatty, you should speak quickly and energetically, allowing a little time for pleasantries. The key is to balance goals and unrelated chat. To deliver outstanding customer service over the telephone, you can use several techniques. These include minding your tone of voice, listening actively to the customer, using customer-focused language, using a range of problemsolving strategies to resolve the customer's problems, and mirroring a customer's language. These strategies help you to put customers at ease, facilitating positive, successful interactions in each call you handle. CSF/611 43

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53 Job Aid Basic Telephone Etiquette Purpose: Use this job aid to review the basic rules of telephone etiquette. When answering a call When a call comes in, ensure you 1. answer the phone within three rings 2. greet the caller and identify yourself and your company or department, and 3. offer your assistance to the customer At the outset, you should avoid asking for information like an account or reference number. Instead wait until you've identified yourself clearly and allowed the customer to explain the reason for the call. When putting a customer on hold If you need to put a customer on hold, ensure you 1. ask permission to put the customer on hold 2. explain why you want to put the customer on hold 3. give the customer an estimate of how long it'll be before you'll resume the call 4. update the customer if you can't resume the call within the expected time and ask if the customer wants to continue holding or if you can phone back later, and CSF/611 45

54 Basic Telephone Etiquette 5. thank the customer for holding once you resume the call When transferring a call If you have to transfer a customer's call to a colleague or another department, ensure you 1. tell the customer who you're transferring the call to, and why or how this person can help, and 2. explain the customer's query to the person who'll take over the call When closing a call To end a call on a positive note, you should 1. summarize any actions to be taken and check if the customer is satisfied 2. offer the customer further assistance, and 3. thank the customer for the call 46 CSF/611

55 Job Aid Customer Service on the Phone Purpose: Use this job aid to review the strategies for providing outstanding customer service on the phone. You go beyond basic telephone etiquette and advance to a state where you provide excellent telephone customer service, when implementing these strategies: Mind your tone of voice When speaking to a customer, it's important to be aware of what you say; but it's also very important to be aware of how you say it. Bear these points in mind when you speak on the phone: Tone of voice is part of the communication process. First impressions are formed in the first seconds of the interaction. Therefore, it's crucial to adopt a positive, pleasant, and welcoming tone from the very beginning of the call. One way to achieve a good tone is to smile while talking on the telephone. Be aware of your inflection: aim for a balanced inflection don't overdo it and don't underdo it. CSF/611 47

56 Customer Service on the Phone Show you're listening To listen means to hear and understand the customer's words and feelings. You achieve this by picking up on and reacting to the customer's nonverbal cues, such as tone of voice restating and summarizing the customer's words to check your understanding asking probing questions to encourage the customer to tell you more, and restating the customer's feelings in your own words to show empathy Use customer-focused language You should show your customers you're putting their interests ahead of your own interests. To do this, you use language that's focused on the customer, rather than yourself. Phrase your words in a way that shows the benefit to the customer, rather than the benefit to yourself. Ask yourself why your statement is useful to the customer, and then communicate that reason to the customer. This strategy is particularly useful when you need information or other cooperation from the customer. Help resolve problems Customers call you because they want you to resolve their problems. Therefore, you need to do your best to meet that expectation. To achieve this, you should try your best to help the customer, and 48 CSF/611