177

Service Attitude

Case in point
Servicecentered attitude
Reading
customer needs
Building
Customer
Rapport
Resolving
Complaints

Imagine this. You are on vacation and taking a leisurely lunch in a restaurant
you are quite obviously a tourist. You have placed your order and have been
served drinks. You have been waiting for 15 minutes for your food to arrive but
can see the restaurant is busy, you are in no particular hurry.
One of the following scenarios may happen next:
1. Nothing much happens; the waitstaff comes by to say shes sorry that the
food is taking a long time and how they are short-staffed in the kitchen today.
Eventually your food arrives and is good.
2. You wait another 10 minutes before attracting the waitstaffs attention to ask
how much longer your lunch will be, she shrugs and goes to the kitchen to
find out. Eventually your food is served but there is no apology for the wait.
3. The waitstaff knows youve been waiting and comes over to explain that the
restaurant is busier than expected and apologizes. She offers you another
round of drinks on the house and reassures you that food will be served soon.
How would you react based on each of the possible scenarios above? If you were
to write a review of the restaurant in the Trip Advisor website, what would you
write for each of the scenarios given? Would you give the restaurant a five star
rating? Would you recommend it to other tourists?

178
Whats your service personality? Not everyone is cut out for a service career. These are demanding
positions and take a lot of care and skill, but can be greatly rewarding as well.
1.

Youre working at the front counter and a customer walks in looking uncertain. You:
a. Welcome him and offer your assistance, of course!
b. Greet him/her and go back to what youre doing. He will come and talk to you if he/she has
any questions.
c. Keep doing what youre doing and dont make eye contact. He is probably in the wrong
place anyway if he looks so unsure anyway

2.

Youre answering phone calls at a help desk. A frustrated client calls with her on-going
complaint that has not yet been resolved. You:
a. Apologize for her difficulties in getting the problem resolved and make sure you get it fixed
for her, even if it means involving a manager or some other party. You will see it through to
resolution.
b. Apologize and fix the problem if you know how. If not, you transfer her to some other
department.
c. Tell her that there is nothing you can do to help her. If no one else has been able to fix her
problem why does she think youll be able to?

3.

While working on a project with a client you realize that there has been a misunderstanding in
what he wanted vs. the product you have provided him with. The best course of action is to:
a. Apologize for the miscommunication and make sure that you now understand fully what his
needs are. Then, flush out a game plan as to how best correct the situation and get him
what he actually wants.
b. Try to sell him on why the product youve provided him with is so much better than what he
had in mind. That will save you the time and money to change it!
c. Ask him why he didnt make himself clear in the first place. How dare he tell you he wants
something different this late in the game!

4.

It is 10 minutes to closing and a client walks in with a long list of things she needs help with.
You:
a. Do everything you can to help your customer no matter when she walks in the door.
b. Help her, but remind her of your store hours. Youre almost off and she needs to hurry.
c. Explain to her that you are nearly closed and she should come back tomorrow if she has
such a tall order.

5.

Youre slammed at work and in the middle of two transactions at once. The phone rings with a
customer needing assistance. You:
a. Apologize for the inconvenience and explain to him that you are tied up currently. You get
his name and number and promise to call him back in 15 minutes, once you are free and can
properly assist him.
b. Put him on hold. If what he needs is important enough, hell wait.
c. Let the phone ring. Someone else can answer it or he can call back.

Mostly As : You are a Service Hero! You have the willingness and the know-how to go the extra mile
to provide spectacular customer service. Any employer should be proud to have you as a
representative of their business.
Mostly Bs: You are an apathetic agent. While youre surely not the worst service person out there,
your customer service skills could use some fine tuning. You have the potential to shine, but you just
have to work on honing those service skills.
Mostly Cs: You are a Service Zero. Your customer service skills leave a lot to be desired. It is
important for you to realize that the way you treat your customers is a reflection on yourself.
Adopted from Customer Service Delivery Platform, 2010

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Servicecentered
Attitude
Key Points
Quality customer service can
only be understood from a
customers perspective.
We must define quality
service through the eyes of
your customers. Only when
your customers perceive that
you have delivered quality
customer service have
you done so.

Think of the last time you encountered poor

service. What did the service person do wrong? A
long wait line? A grouchy face? Late food orders?
A rude assistant? The dictionary defines customer
service as the provision of service before, during,
and after a purchase. However, customer service
can range from horrendous to excellent.

Who are your customers?

Most organizations have two main sets of
customers: external and internal customers.
External customers are those whose needs we
traditionally think of serving because these are the
people who avail of our services or purchase our
products; but whether you are into sales or not,
even if youre not in a front-liner for the company,
you would have internal customers. Internal
customers are other people or departments within a
company that rely on colleagues to provide the
support they need to serve their own internal and
external customers. Remember, the internal
customer chain is just like the external, we are all
customers both inside and outside the company or
organization.
Every time you come into contact with a co-worker
whose departments task is interdependent with

yours, they get an impression of your own service

attitude. Each time a customer comes in contact
with a company, they get an impression of service
and the products you offer. Your behavior and
attitudes affect how the customer feels about the
company. As an employee of that company, no
matter if you dont deal directly with its clients, on
a day-to-day basis, you come to signify all that
your company stands for good or bad. To the
customer, you are the voice and the quality of your
organization.

What is customer service?

Limited definitions of service based on the
provision of it before, during, and after a purchase
misses the overall point of customer service.
Service should provide the customer with more
than a product or action taken on his/her behalf. It
should provide satisfaction. In essence, the
customer should walk away pleased at the result of
the transaction not just content but actually
happy. Some define good customer service as
having thorough knowledge of your inventory,
experience with your products, and being able to
help customers make the best choices for them.
Others say that good customer service is treating

180
customers with a friendly, helpful attitude; or
helping customers efficiently.
Good customer service is built on attitude and
relationships. Good customer service anticipates
customer expectations/needs and strives to meet
those using wise and well thought-out decision
making skills. Good customer service means
exhibiting suitable personal image and presentation
skills.

Quality customer service is not saying yes to

everything the customer requests. People can
accept a no if it is presented in the right way, but
they cannot accept a loss of dignity and control.
You cannot provide high-quality service to your
external customers until you are able to provide
high-quality service to your internal customers. In
fact, excellent customer service should almost be
invisible; our customers will only notice when
things go wrong.

Think about a time when you received excellent customer service. What
made it so excellent? How did the individual or company make you feel
special? List all the things you can remember about the experience below.
Be prepared to share your experience with a partner. Good service is

___________________________________
___________________________________
___________________________________
___________________________________
Did you acknowledge the excellent service?

Now think about a time when you received appalling customer service.
What made it so bad? Again list your recollections below and be
prepared to share your experience with a partner. Bad service is

___________________________________
___________________________________
___________________________________
___________________________________
Did you complain about the poor service?

181

Service Models
Customer service is intangible; you cannot touch it. It can only be seen, heard, and experienced. Ultimately,
quality service can only be understood from the customers perspective. Only your customers can tell you the
quality of service you gave, not you. According to Michael Gerbers bestselling book, The E Myth, customers
tend to rate the level of service that you provide from two dimensions: The procedural dimension, which are
the established systems and procedures to deliver your companys products and services; and the personal
dimension, how service providers through their attitude, behavior, and verbal skills interact with customers
including co-employees and departments. Each dimension is critical to the delivery of service taken from the
customers viewpoint. William B. Martin, author of Quality Customer Service, outlines the following different
types of service models. As we go over them, think of offices or establishments youve dealt with that fit into
the mold of each type.

The Freezer
procedural

This reflects an operation that is

low in both personal and
procedural service. This approach
to service communicates to
customers We dont care.

personal

The Factory

procedural

personal

This reflects an operation thats

proficient in procedural but weak in
the personal dimension. This service
says, Youre a number. Were here
to process you.

The Friendly Zoo

procedural

personal

This approach is very personal but

lacks procedural consistency. This
type of service communicates:
Were trying hard but dont really
know what were doing.

Quality Customer Service

procedural

personal

This approach is strong in both the

personal and procedural
dimensions. It communicates, We
care, and we deliver.

Service characteristics:
Procedural
slow
inconsistent
disorganized
chaotic
inconvenient

Personal
insensitive
cold or impersonal
apathetic
aloof
uninterested

Service characteristics:
Procedural
timely
efficient
uniform

Personal
insensitive
apathetic
aloof
uninterested

Service characteristics:
Procedural
slow
inconsistent
disorganized
chaotic

Personal
friendly
personable
interested
tactful

Service characteristics:
Procedural
slow
inconsistent
disorganized
chaotic

Personal
friendly
personable
interested
tactful

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Service Failures
Service Winners
Those with a positive attitude and a
cheerful
Those who genuinely enjoy working with
and for other people
Those with the ability to put the
customer on center stage rather
Those with a high energy level and who
enjoy a fast pace
Those who view their job primarily as a
human relations
Those who are flexible and enjoy new
demands and
Those who can allow customers to be
right (even on those occasions when they

Those who seem depressed or

Those who would rather work alone or
with
Those who need to be the center of
Those who work at their own relaxed
pace
Those who consider technical aspects of
the job more important than
Those who must have things happen in
an orderly and predictable
Those who need others to know that
they are
Add your own:
_____________________________________
_____________________________________
_____________________________________

Add your own:

_____________________________________
_____________________________________
_____________________________________

The difference between winning and failing at customer service is a matter of

sincerity, attitude and human relations skillsall of which can be
A patient in a doctors
office wants more than a
Airline passengers want more than a safe
Clients in a
transaction want more than a
Customers in a restaurant want more than a
Guests in hotels want more than a
Customers want more than just the product or service that
also want to be
treated
Quality Customer Service winners are made, not

183

LEADERS and VISIONS

Sam M. Walton

As co-founder and CEO of the worlds largest retail

chain Wal-Mart, Sam Walton believed in leadership
through service. There is only one boss, and whether a
person shines shoes for a living or heads the biggest
corporation in the world, the boss remains the same. It
is the customer! he said. The customer is the person
who pays everyones salary and who decides whether a
business is going to succeed or fail. In fact, the
customer can fire everybody in the company from the
chairman (CEO) on down, and he can do it simply by
spending his money somewhere else.

Whats your Service Potential? Do you have what it takes to bloom in a service industry? Take this
quiz and find out. Circle the number which would gauge your attitude based on the two extremes.
I control my moods most of the
time.

10 9 8 7 6 5 4 3 2 1

I have limited control over my

moods.

Its possible to be pleasant to

people who are indifferent to me.

10 9 8 7 6 5 4 3 2 1

I simply cant be pleasant if

people are not nice to me.

I like most people and enjoy meeting

with others.

10 9 8 7 6 5 4 3 2 1

I have difficulties getting along

with others.

I enjoy being of service to others.

10 9 8 7 6 5 4 3 2 1

People should help themselves.

I dont mind apologizing for mistakes

even if I did not make them.

10 9 8 7 6 5 4 3 2 1

Apologizing for a mistake I didnt

make is wrong.

I take pride in my ability to

communicate verbally with others.

10 9 8 7 6 5 4 3 2 1

I would rather interact with

others in writing.

Im good at remembering names

and faces, and make efforts to
improve this skill when meeting
others.

10 9 8 7 6 5 4 3 2 1

Why bother remembering a

name or face if you will never see
that person again?

Smiling comes naturally for me.

10 9 8 7 6 5 4 3 2 1

I am more serious by nature.

I like seeing others enjoy

themselves.

10 9 8 7 6 5 4 3 2 1

I have no motives to please

others, especially those I dont
know.

10 9 8 7 6 5 4 3 2 1

Being clean and well groomed has

nothing to do with my ability to get
the job done.

I keep myself clean and wellgroomed.

If you rated yourself 80 or above, you probably will be, or are, excellent with customers, clients, or guests. If you rated yourself
between 50 and 80, you may need to learn better human relations skills before working with the public. If you scored under 50,
working with customers is probably a poor career choice for you.
Adopted from Quality Customer Service, 2001.

184

Adopting a Customer Service Perspective

Airlines aim for comfortable flights; hotels are very strict when it comes to the neatness of their physical
surroundings; restaurants have standards for their food quality. A companys main product is usually tangible;
they have set yardsticks when it comes to how it should look, feel, or taste. Unlike a product, customer service
cannot be touched, weighed, or physically inspected. It is intangible. Intangibles pertain to the human side of
every company. These include feelings, attitude, perception, and emotions. For example, if you were to choose
a restaurant, the tangible elements are food price, taste, and cleanliness. The intangibles would be the
waitstaffs attitude and facial expressions, as well as the service in general. Intangibles add value to the
tangibles. Often, intangibles are elusive because we cannot touch them or inspect them to know whether they
are right or wrong. Nonetheless, much like a tangible product, intangible service is paramount to an
organizations success.
By knowing how important intangible customer service is, we gain an understanding of how to look at
organizations in a unique way, opposed to the traditional view of the CEO being on top while customers are at
the bottom. The new paradigm of service calls for an upside down pyramid where the customer reigns supreme
and is given more value.
Customer value encompasses the entire set of
experiences that an organization gives to its
customers. Every time a customer interacts
with anyone in the organization, he or she
expands his or her impression of the
business. Every contact a customer has
with the sales staff, the delivery
personnel, the front liners,
the
maintenance staff, or security guard
leaves an impression which
combines into an image that
the business projects.
A
companys reputation, for
example, friendly personal
service, sincere sales
advice, or sales people
who go the extra mile to give the customers wants all add to the business image. Over time, this image
becomes the business reputation in the market. It becomes part of its brand.

Reflect

W.B. Martin, author of Quality Customer Service, enumerates some examples of customer service
intangibles:
Accommodation
Attentiveness
Attitude
Anticipation
Flow
Guidance
Guarantee
Helpfulness
Knowledge
Satisfaction
Sensitivity
Tact
Timeliness
Tone
Understanding
What are some customer service intangibles that you have experienced? Narrate the incident to your
partner.

185

Reading
Customer
Needs
Key Points
To achieve excellent
customer service,
you need a good
understanding of the
wide range of customer
needs, a positive and
consistent approach to
delivering service and
an understanding of the
consequences of your
individual actions.

Providing outstanding service means dealing with most complex organisms

on the planet people. Each one of us has different needs that have to be
serviced to our own liking. If youve ever been the victim of poor service,
then you know that it can ruin your day and worse, the reputation of the
business establishment sometimes to the point of never becoming a returning
customer. However, we do also remember those people that serve us well,
and we reward them by returning to their business or buying more of their
product.
So, what is the difference that makes the difference? Certain traits,
characteristics, and behaviors that we encounter go towards making us, the
customer feel special, valued, and respected. People who deal with internal
and external customers need to strive for certain these qualities to help them
answer customer needs. The professional qualities of customer service
always relate to what the customers want and what they need. While there
are a multitude of customer needs, four basics needs stand out:
Weve often heard of the tenet, Treat others as youd like to be treated,
which many believe is a good guiding ideology behind offering outstanding
service. However, if we also know that each one of us has varying needs and
our own idea of what great service is, and I treat you how I like to be treated,
how does that help you? To achieve outstanding service, we need to reformulate the phrase above to: Treat others as THEY would like to be
treated. Each customer interaction is relating to an individual, a person with
unique wants and needs. There is no one-size-fits-all when it comes to
rendering outstanding service.

186
Customer service skills. Achieving outstanding customer service and sales through service is more of an art
than a science. Luckily, its an art-form that anyone can learn, regardless of age, background, or prior
experience. Try this self-assessment to see how well developed your customer service skills are.
1. Which of the following does not show active listening?
a. Repeating and reflecting back your understanding to the customer
b. Asking your manager to speak with the customer
c. Making notes
d. Using words such as, I see, go on, right
2. Which of the following words / phrase is not positive as perceived by most
customers?
a. Certainly
b. Youre welcome
c. Ill do my best
d. What I can do is...
3. Which of the following is most likely to help in calming an angry customer when
face to face?
a. Crossing your arms
b. Rapid nodding of the head
c. Smiling
d. Slow, deliberate nodding of the head
4. When attempting to convince a potential buyer to purchase a product or service,
the most important aspect of the interaction is:
a. Matching their perceived needs to potential solutions
b. Giving as many of the features of the product or service as possible
c. Finding out why they called us
d. Offering the best deal
5. Which of the following statements most closely reflects your own view?
a. I need to change my personality to match that of the customer
b. I am never a stressed-out customer, so why should I put up with difficult
behavior from customers?
c. The customer has a perfect right to be rude if necessary
d. In any given service or sales situation I can choose my own behavior for the best
possible outcome.
Score yourself: 1-b, 2-c, 3-d, 4-a, 5-d
Score 0-2 You need appropriate customer service training. With your current score, it is possible
that you might find yourself in sticky or uncomfortable situations with difficult and / or
dissatisfied customers, leaving both you and the customer feeling stressed or even angry.
Score 3-4 You possess some key skills in the area of customer service and sales. You are probably
able to maintain customer relationships, even when there are difficult challenges to respond to.
Score 5 Congratulations! If you consistently apply the knowledge you evidently have, youll find
other people will always remember you. Why? You are taking the time to adapt to their needs,
understand them as individuals and enter their world.
Adopted from New Line Ideas, 2012

187

Four Basic Needs

While polls and surveys reveal that there are a
multitude of customer needs, four basic needs
stand out:
1. They need to be understood
Your customers need to feel that they are
communicating effectively, which means that you
should interpret their messages correctly. This also
requires interpreting nonverbal signals, reading
between the lines, and anticipating what they need
by being proactive rather than reactive.
2. They need to feel welcome
People who do business with you who feel like
outsiders will not be a returning customer.
Customers need to feel that you are sincerely
happy to deal with them and that their patronage is
seen as important to you.
3. They need to feel important
We all like to feel important. Deep inside, our ego
and self-esteem feed our emotions. Everything and
anything you do that would make a customer feel
extra special will never go unappreciated. The
extra mile you render to every person will have its
rewards.
4. They need comfort
Customers appreciate a place to sit, wait, rest, talk,
or do business; but beyond physical comforts, they
also need psychological comfort. The assurance
that they will be taken care of properly, that you
will confidently meet their needs, and that they
will be treated as they expect them to be treated
contribute to their wellbeing.

Other basic needs

They need timely and orderly service. Your use
of time speaks volumes about the importance you
give to a customer. If a senator or the President
walks into your establishment, you wouldnt want
to keep him or her waiting, right? Youd probably
go out of your way to make sure that he or she is
comfortable and that every whim is catered to
after all, he or she is the President. But what makes
the President different from an ordinary customer?
The answer: nothing. Both deserve the same
attention. Both are worthy of the same kind of
efficient service.
They need to receive help or assistance. Whether
it is in choosing the best dish in a menu or needing
an extra arm in carrying stuff, customers need (in
oppose to want) assistance. Be aware that often
people do not verbalize their needs. You, as the
service person, should read this and act
accordingly.
They need to be appreciated. We often hear
service people mouth thank you; please come
again with as much sincerity as a parrot.
Remember, it is not what you say but how you say
it that matters.
They need to be recognized or remembered.
Everyone is self-centered. Ego plays a huge part in
decisions we make. Clients expect you to
remember them especially if they are repeat
customers. By acknowledging this, you are valuing
their patronage and giving them importance.
They need to be respect. As mentioned earlier,
customer service doesnt necessarily mean that we
have to say yes to everything that a customer
wants. Customers can accept a no, but what they
cannot accept is a loss of dignity and control.

Magic words. Can you name two words which, when frequently used by
waitstaff, increases tips by 12%? (Hint: it's not good day or thank you).
Give up? The answer is, for you. So, rather than saying to a customer, "Would
you like some more coffee?", the better waitstaff would say, "I brought more
coffee over for you." The patron thinks, "Gosh, you did that for me, how
thoughtful!" and tips accordingly, which research shows is, on average, 12%
more than usual.

188

Recognizing customer needs

Some customers ask for help when they need it whereas other customers may just give non-verbal signals that
show they need it. It is up to the service provider to recognize the signals and find out if they can help. Watch
for signals that show a customer needs help, such as: looking confused, looking angry or upset, wandering
around, sighing, frowning, or muttering. Use the signals to help you decide what sort of help the customer
might need. Then you either ask if the customer requires any help or offer particular help in a polite way.
However, do not make assumptions. Also, do not say negative things.
Take a look at the illustrations below, and answer the questions.
a What might be the problem here?
______________________________________________________
b What are the signs that tell you this?
______________________________________________________
c What could you say to the customer?
______________________________________________________
______________________________________________________
______________________________________________________
a What might be the problem here?
_____________________________________________________
b What are the signs that tell you this?
_____________________________________________________
c What could you say to the customer?
_____________________________________________________
_____________________________________________________
______________________________________________________
a What might be the problem here?
____________________________________________________
b What are the signs that tell you this?
____________________________________________________
c What could you say to the customer?
____________________________________________________
____________________________________________________
____________________________________________________

189

Building
Customer
Rapport
Key Points
In a customer service
situation, you have just ten
seconds to start building a
relationship with your
customer. Knowing how to
do so makes the difference
between closing a deal or
having the customer walk
away.

The word rapport is derived from the French verb

rapporter, which means to carry something back.
It expresses a give-and-take relationship, a sharing
of ideas, values, and beliefs. Good rapport between
people connotes a strong and influential
relationship between business associates,
between client and service provider.
Rapport is one of the most important
characteristics of unconscious human interaction. It
is commonality of perspective, being in sync with
the other, and being on the same wavelength as the
person with whom you are talking.
Rapport is the gift to relate to other people in a
way that creates a certain level of trust and
understanding. It is the process of receptiveness
that happens at the subconscious level, not the
conscious one. This makes building with
colleagues and clients as it gets their subliminal
mind to accept and begin to process your
suggestions. They are made to feel comfortable
and relaxed, therefore open to suggestions.
Theres a common misunderstanding that rapport
is all about getting the other person to like you.
While that is often a nice effect of having rapport,
it is not the core of rapport at all.

Bandler and Grinder in their bestselling book

Frogs into Princes briefly states that rapport means
you demonstrate understanding of the other
persons model of the world. It has nothing to do
with the other person liking you (at first).
Building understanding and demonstrating it is the
essence of rapport, and being liked for it is the
reward. It is not just mouthing empty phrases such
as I understand you or I know where youre
coming from. You have to demonstrate that you
do understand his or her model of the world
through the actions that you show.
Rapport involves being able to see eye-to-eye with
other people, connecting on their wavelength. We
already learned earlier that your sincerity comes
not from what you say but how you say it and how
you show an appreciation for the other person's
thoughts and feelings. Actions, rather than words,
are therefore more important in trying to build
rapport.
When you are in rapport with someone, you can
disagree with what they say and still relate
respectfully with him or her. The important point
to remember is to acknowledge other people for
the unique individuals that they are.

190

Customer Service and

Rapport
Outstanding customer service always has
something to do with rapport building. However,
the term Customer Service is diverse and covers
a multitude of industries and businesses. A
customer buying coffee is different from a
customer buying a new car and a client booking
into a hotel is different to a client applying for a
mortgage.

Pick up on the key words, favorite phrases, and

ways of speaking that someone uses and build
these subtly into your own conversation.
Notice how someone likes to handle information.
Do they like lots of details or just the big picture?
As you speak, feedback information in this same
portion size.
Another subtle trick is to breathe in unison with
them. This is may be unnoticeable but it will
definitely help in establishing something common
between the two of you.

The art of customer service is making people feel

special. Making people feel special is one of the
essential elements in forming good customer
relationships. You can show that you think a
customer is worth your time and attention in many
ways. It is this ability to show that you feel this and not just say it - that makes good customer
relationships.
In a customer service situation, you have just ten
seconds to start building a relationship with your
customer. Remember: it is not enough to feel
positive about your customer; you must show it in
your words and actions.
In Unit 5 we learned how to create rapport with
people in order to effectively communicate with
them. In this section, we will specially focus on
building rapport with our future clients. Here are
some generic ways to start creating rapport:
To build rapport you dont have to like or agree to
the other persons model of the world, but you
have to at least understand it.

Mirroring someones body language creates bonds

Take a genuine interest in getting to know what's

important to the other person. Start to understand
them rather than expecting them to understand you
first.

Mirroring is the way one person tells another that he/she is in

agreement with the others ideas.

Look out for the other person's intention their

underlying aim rather than what they do or say.
They may not always get it right, but expect their
heart to lie in the right place.
Respect the other person's time, energy, favorite
people and money. They are important resources
for them.
Adopt a similar stance to them in terms of your
body language, gestures, voice tone and speed.
Studies into synchronous body language behavior
show that people who feel similar emotions, who
are on the same wavelength, and who are likely to
have rapport will also begin to match each others
body language and expressions. What implications
does this have for you with a "potentially" angry
customer? If you can mirror any of their positive
body language, you are effectively saying, "I like
you" which will reduce potential conflict before it
starts.
We can use mirroring to intentionally create
rapport because it is a clear way in which to tell
others that we like them. This has an effect of
putting the other person in a receptive and relaxed
frame of mind because the other person can see
that you understand him or her.

191
Building rapport. Learning to build rapport is not some mystical secret. There are a few simple guidelines that
if followed, help to build trust, create a sense of goodwill and will win you more business from your customers
and buy-in from your colleagues and acquaintances alike. Follow the seven simple rules you can complete
below. Words are found horizontally, vertically, diagonally, and may read from back to front.
1. Use the customers _ _ _ _.
2. Say _ _ _ _ _ _ and _ _ _ _ _ _ _ _ when asking customers for _ _ _ _ _ _ _ _ _ _ _.
3. Explain your _ _ _ _ _ _ _ when you have to say _ _ to a customer request.
4. Show your _ _ _ _ _ _ _ _ in the customers needs.
5. Show _ _ _ _ _ _ _ for the customers _ _ _ _ _ _ _ _.
6. Let the customer know what his or her _ _ _ _ _ _ _ are.
7. _ _ _ _ _ ! Even if you are on the phone!

Use the customers N A M E.

Say PLEASE and THANK YOU when asking customers for INFORMATION.
Explain your REASONS when you have to say NO to a customers request.
Show your INTEREST in the customers needs.
Show EMPATHY for the customers FEELINGS
Let the customer know what his or her OPTIONS are.
SMILE! Even if youre on the phone!

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Helpful Reminders for Polite and Friendly Responses

Wrong Approach

Polite and Friendly Alternative

I dont know.
No.
Thats not my job.
Youre right this is bad.
Thats not my fault.
You want it by when?
Calm down.
Im busy right now.
Call me back.

Ill find out.

What I can do is
Let me find the right person who can help you with
I understand your frustrations.
Lets see what we can do about this.
Heres what I can do.
Im sorry.
Ill be with you in just a moment.
I will call you back. What is your telephone number?

Telephone rapport
You have only your voice to rely on. Body language, written messages, and visual aids are unavailable. When
you are on the phone with a customer or client, you are the single representative of your company. In other
words, you are your organization. Treating customers professionally means being as pleasant over the phone
as you are in person. Read through the statements below. All these are true except for one. Can you spot the
wrong ones? Put a check on the ones you think are true and an X on the one thats false.
Within the first ten seconds of a call it can be quite apparent what mood the
caller is in. The agile agent will pick up this mood and will work with it not
against it.
2. Speak as if the caller was standing just 12 inches in front of you.
1.

3.

Use words that your caller uses in their conversation, especially any adjectives
the words they use to describe something.

4.

Allow the speaker to finish what they are saying

5.

Although callers cannot see you, they can hear your smile on the phone.

Avoid distractions and allow yourself to concentrate on your caller and their
conversation.
7. Your voice loses 38% of its energy on the telephone. Always add more energy
and enthusiasm in your voice.
6.

8.

Use your clients name at least five times over the phone conversation.

The conversation should be ended in an upbeat manner, with a summary of

any action to be taken.
10. Standing up when you talk on the telephone will energize your body and
reduce the chance of having a monotone voice.
9.

Answer: 8 is false. Overusing the clients name can be distracting and may sound fake. Use it only once at
the beginning, once in the middle, and once at the end of the call.

193

Run that by me again

Sometimes, certain stock phrases and words are so much a part of our culture that it is only by
stepping back that you suddenly see why we don't always get the response we would like or expect.
Read through these statements with a partner, and see if you can detect specific words or phrases
that could be improved upon. Rewrite the better alternative on the blanks.
I can't call you back with that information until much later on today.

___________________________________
You won't get that for another seven days.

___________________________________
Unfortunately, I don't know! I'll get my manager to call you later on.

___________________________________
We can't give you a guaranteed answer on that, I'm afraid. It's company policy!

___________________________________
That's the other department's responsibility. We only do X. They shouldn't have told you that.

___________________________________
All I can do is try to put this right for you if you'll just bear with me.

___________________________________

You aren't allowed in there. That area is strictly for our 'premium' members. Your package only
covers you for entry to our basic facilities.

___________________________________
We're really busy at the moment. You'll have to pop back later I'm afraid.

___________________________________

That's not really something I'd be able to answer I'm afraid. I'm new here and they haven't told
me how to do that yet. Sorry!

___________________________________
It clearly states in our terms and conditions that we can't guarantee an answer on that.

___________________________________

194

Mirror, mirror on the wall

With a partner, find something common that the two of you can talk about (a movie you both saw,
a favorite TV show you share, etc.). Each one should tell the other what fascinates him/her about it,
as the other listens, attempt to build rapport by practicing the mirroring techniques we just learned
(pick key words and phrases used; breathe in unison with your partner; adopt a similar stance to
them in terms of your body language, gestures, voice tone and speed).
Dont just sit down. The two of you can walk around the room as you subtly try to mirror
movements. Be wary of mimicking.

Simple Actions, Huge Returns. Keep these in mind when dealing with your
clients.
Customers will spend up to 10% more for the same product with better
service.
When customers receive good service they tell 10-12 people on average.
When customers receive poor service they tell upwards of 20 people.
There is an 82% chance customers will repurchase from a company where
they were satisfied.
There is a 91% chance that poor service will dissuade a customer from ever
going back to a company.

195

Resolving
Complaints
Key Points
Even the best of
companies with stellar
customer service track
record have customer
complaints from time to
time you cant keep
everyone happy all of the
time. But whatever the
nature of the complaint is,
its how you will handle
them that really matter.
The ultimate resolution of
customer complaints
depends on your mindset.

A guest approaches the front desk of your hotel and is visibly upset. He
informs you that the room you just assigned him is uninhabitable
because it smells strongly of cigarette smoke. Neither he nor his wife
smoke and the odor is making them sick. He informs you that he feels a
hotel of this caliber and price should have odorless rooms, and that you
should have been more mindful of how you treat your guests. He
demands to see your boss. How would you handle this? What would you
say? How would you say it?
Soon you will have to deal with your share of unhappy or even angry
customers once you start working, and it'll never be easy. Facing an irate
customer can be a daunting task. Even a seasoned service provider can
buckle under pressure. This underscores the importance of the proper
customer service training to handle difficult situations like an angry
customer. The truth, however, is no amount of training can truly prepare
someone for the barrage of tactless words and in some cases dangerous
behaviors. Nonetheless, if we know what to say and, more importantly,
how to say it, we may be able to save the situation. In fact, we can even
end up with a better relationship with our client than we had before.
Of course, not every customer can be pleased. Moreover, not all customer
complaints can be fully resolved. What is important is that you acquire
the right mindset when dealing with irate customers. This will help turn a
potentially volatile situation into a full-blown crisis.
In this section, we'll explore how to deal with angry or difficult
customers. We'll highlight specific tips and techniques that you can use to
smooth things over, so that you can leave them feeling satisfied.

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Customer Service
Mindset
Customer service mindset is a way of thinking and
an attitude of wanting to help and benefit the
customer. Its that desire to provide the best
possible experience for the customer and an
empathetic ear when things are not right. In your
mind, you must create an expectation that you'll
treat the customer unbelievably well. No matter the
crisis, no matter the emotion behind a customers
complaints, there is a way to address them and
leave them with feeling of worth to your brand.
That must be your goal. This mindset is especially
helpful when clients and customers have
complaints which need to be addressed. To get into
the customer service mindset, keep the following
in mind:
Dont take it personally.
This is probably one of the toughest skills to learn;
but do keep in mind that difficult customers are not
attacking you personally (although at times it
would seem that they are). Complaining customers
dont actually talk to you; they talk through you. In
their minds, they see you as part of the
organization, not as the individual you are. When
they say something rude it means theyve got a
message for the company, not you. When they
complain, they criticize the establishment, not you.
By detaching yourself from the persons anger, you
are giving yourself the opportunity to manage and
resolve it.
Excellent customer service strategy: Instead of
getting flustered: focus on the clients need, find
out the root cause of the concern, focus on
resolving issues rather than dwelling on rude
choices of words.
Have the genuine desire to help and resolve the
problem.
If you have the genuine desire to provide
assistance, youd also have a better chance of
resolving the complaints. This instinctive desire to
help is the fuel that will cause you to do beyond
what is expected. And going beyond expectation
is, in fact, the true essence of excellent customer
service.
Excellent customer service strategy: search
alternative tactics to resolve customer complaints;
ask help from co-workers if necessary; apologize;

maintain eye contact; and exhibit a sincere desire

to resolve the issue.
Be calm and patient
Becoming calm and patient are skills that are not
innate in everyone, particularly when faced with an
angry customer. Nonetheless, with practice you
can actually control whatever negative emotions
you have and deal with the problem with a level
head.
Excellent customer service strategy: Deliberately
speak slow and with a lower voice than usual;
listen emphatically; guard your non-verbal gestures
and facial expressions; see beyond the offensive
words by focusing on the information
Be proactive, not defensive
Being on the defense is a usual reaction when
faced with a complaint. More often than not, we
resort to excuses to justify the issue. It is the fault
of the computer, a co-worker, the system, the
policy, etc. Instead of giving excuses, opt for a
more proactive attitude.
Excellent customer service strategy: find out what
the customer wants; tell the customer what your
planned or alternative solutions are so theyll know
what to expect; tell them when to expect
resolutions (be specific and deliver on promised
date or time); endorse the customer to someone
who can address their concern if you are not
equipped to provide the solution; take note of
important details and summarize it for
clarification.

Do

Look at the customer

Use open body language
Listen carefully
Stay calm
Be polite
Find out and use the
customers name
Repeat the problem back
to show you are listening
and that you understand
Express your concern
Thank them for bringing
it to your attention
Explain exactly what you
are going to do

Dont

Turn away
Copy the negative body
language
Argue with the
customer
Shout
Be rude or sarcastic
Use informal language
Make excuses
Interrupt the customer
Use negative body
language
Keep the customer
waiting about it

197

Dealing with Unhappy

Customers
When you're faced with an angry, unhappy
customer, you can either reverse the situation and
gain a loyal customer or client who you'll have for
many years, or you can drive them away for good
and risk losing other customers as well.
Todays Internet technology puts businesses at a
greater risk of negative exposure to the public. In
addition to sharing the story with their family,
friends, and co-workers, that one angry client or
customer is likely to post information on any social
media site that reviews businesses or professionals.
This 7-step guide will help you keep your cool
when you're faced with an angry customer, and it'll
also help you keep your clients happy.

Adjust Your Mindset

Once you're aware that your client is unhappy,

your first action is to put yourself into a customer
service mindset, which we learned previously. This
means that you set aside any excuses or fingerpointing, forget your defensive attitude, and
dismiss the rude words your client or customer is
hurling at you. All that matters at this point is that
your client is upset, your customer is unhappy and
that you have this genuine desire to help solve the
situation. Adjust your mindset so that you're giving
100 percent of your focus to your client and to the
current situation.

Listen Actively

This is the most crucial step when dealing with an

unsatisfied or complaining customer to listen
attentively to his/her complaint, gripe, frustration,
or grievance. Practice emphatic and active
listening.
Begin the dialogue with neutral statements such as
Let's go over what happened," or "Please tell me
why you're upset." By doing this, you delicately
create a connection between the two of you. It lets
your client or customer know that you are ready to
listen.

Listen without interruption and with full attention.

Refrain from trying to solve the situation
immediately without knowing all the facts or
jumping into conclusions about what happened.
Just let your client finish whatever he/she has to
say. Do not be tempted to plan out what youre
going to say next. Recall the principles we learned
in Unit 5 about emphatic and active listening. Give
your client all of your attention.

Repeat Their Concerns

Once he's had time to explain why he's upset, take

a deep breath and plan your words carefully.
Paraphrase what customer said to make sure you
have heard correctly and that you're addressing the
right issue. Ask clarificatory questions, if
necessary
Use calm, objective wording. For example, "As I
understand it, you are, quite rightly, upset because
we checked you into the wrong room."
Repeating the problem back to the client shows
him or her that you are listening. This not only
helps in lowering anger and stress but also targets
the situation that needs to be solved.

Be Empathic and Apologize

Present a Solution

Once you understand your client's concerns show

her you understand why she's upset. Use
statements such as We are sorry for this
mistake/problem We are terribly sorry for this
inconvenience "I understand why you're upset.
I would be too. I'm very sorry that we didn't book
the right room for you, especially since it's caused
these problems." Ensure that your nonverbal
language communicates the understanding and
empathy you feel.

If you can suggest a solution, do it. If not, tell the

customer what actions you will take and what
actions will follow. Never make the mistake of
promising something you are not able to do.

Customers appreciate the opportunity to choose the

ways to solve the problem; so suggest options if
you can. If they resist your proposed solution, then

198
give them the power to resolve things. Ask them
what will make them happy. For example, "If my
solution doesn't work for you, I'd love to hear what
will make you happy. If it's in my power I'll get it
done, and if it's not possible, we can work on
another solution together."

Take Action and Follow-up

After you and your client have agreed on a

solution, take action immediately. Explain the
steps that youll take and give a time frame. Give
the client your contact details and ask for his/hers
as well. Keep the client informed every step of the
way, e.g. Weve informed our maintenance team
about the problem in your room. Please expect
them in five minutes.

After the matter has been resolved, follow up with

your client (over the next few hours or days) to
make sure that he or she is happy with the
resolution. If you can, go beyond the clients
expectations, e.g. sending a gift certificate, a
discount coupon, or a hand written apology.

Use the Feedback

This last step is important in preventing the same

situation from happening again with other clients.
Identify how the problem started in the first place.
Find the root of the problem and make sure it's
fixed immediately. If needed, write a policy or
process procedure about it.

How can I help you?

Think of a possible complaint. Some examples may be the following:
Noisy neighbor
Late room service
Cold food delivered from restaurant/cafeteria
No English translation in everything
Poor internet connection
Wrong/ missing laundry delivery
No hangers in closet/ no extra pillow & blanket in the room
Spiders, mosquitoes, rats, ants, or cockroaches
Your teacher will divide the class into two groups. These groups will be further divided into two, the
complainants, who will voice out their complaints and the front liners, who are tasked to resolve it
following the guide we just learned. Two members of each group will role play in front of the rest of
the group. In round two, the complainants and the front liners switch roles.

199

Unit Summary

External customers are those who avail of our

services or purchase our products; internal
customers are other people or departments
within a company that rely on colleagues to
provide the support they need
Excellent customer service is defined through
the customers eyes. It is built on attitude and
relationships.
It
anticipates
customer
expectations/needs and strives to meet those
using wise and well thought-out decision
making skills.
Customers rate the level of service through
procedural dimension, which are the
companys systems and procedures, and
through personal dimension, how service
providers through their attitude, behavior, and
verbal skills interact with customers.
W. B. Martins four types of service models
are the freezer, the factory, the friendly zoo,
and quality customer service.

The four basic customer needs include: the

need to be understood; the need to feel
welcome; the need to feel important; the need
for comfort.
Rapport means you demonstrate understanding
of the other persons model of the world.
Subtle tricks to building customer rapport
include breathing in unison with them, and
mirroring their movements, and picking up on
the key words and favorite phrases.
To have a customer service mindset,
particularly when faced with an unhappy
customer, we shouldnt take things personally,
have the genuine desire to provide assistance,
be calm and patient, and be proactive.
In dealing with unhappy customers we should
follow seven steps: 1) adjust your mindset, 2)
listen actively, 3) repeat their concerns, 4) be
empathic and apologize, 5) present a solution,
6) take action and follow-up, and 7) use the
feedback.

Key Terms
service-centered attitude

procedural dimension

customer rapport

external customers

personal dimension

customer service mindset

internal customers

freezer, factory, friendly zoo

mirroring

customer service

intangibles

active listening

Critical Thinking
1. What do you think are things you should and
should not do when assisting disabled
customers? Come up with a list of dos and
donts for assisting disabled customers.

4. List customer service attitudes that, despite its

intention to please, irritate you. Why do you
think these are irritating? What did the service
providers do wrong?

2. In pairs, create a poster that could be used to

remind people in their workplace about
responding to customers appropriately. Give
this to any office in your school.

5. After going through this unit, you should now

have a clear idea of what service is. Come up
with your own definition of excellent customer
service by completing the sentence: Excellent
service is when.

3. What do you understand by customer service?

What would make you return to a shop,
restaurant, or hotel? What would make you go
elsewhere in future?

200

Case Study
Performance appraisal
Sandra works in a hotel restaurant as a counter person. Here is what Sandras manager had to say on her last
performance appraisal:
Sandra is extremely conscientious about getting her work done. She follows the outlined
procedures exactly. She can be relied upon to get a job done quickly and efficiently. She often
works overtime and does so without complaining. She is a hard worker who strives to do the
technical part of her job right, and is highly productive.
However, when it comes to interacting with customers, Sandra needs considerable
improvement. She often fails to see their point of view or consider their feelings. She
sometimes acts like customers are an irritation interrupting her work. She is regarded by some
as uncaring and tends to be inflexible when they request extra service. If her performance
continues, it will be necessary to reposition Sandra to the kitchen where customer contact is
limited.
Give some thought to the case, and be prepared to discuss following questions in class:
1. Is Sandra a good employee? Explain.
2. Is the manager justified in his recommendations? Why or why not?
3. What suggestions would you make to Sandra?

201
Unit References
Apropos Productions Ltd. (undated). Customer Service Training Workbook.
Carlos, JP (March 7, 2012). Customer Service Mindset When Facing Angry Customers. jpcmc.hubpages.com.
Cuddy, A. (June 2012) Amy Cuddy: Your body language shapes who you are. http://www.ted.com
Excellence Gateway. (undated) Retail Module 1: Customer service. http://rwp.excellencegateway.org.uk
Get Powerful! Patti Wood 01/14/2013 http://www.huffingtonpost.com/
Kelly, M. (January 15, 2013). Don't read my lips! http://www.princeton.edu/
Learning Dynamics (2003). Customer Service Training. U.S. Department of Agriculture
Martin, W. B. (2001) Quality Customer Service: How to Win with the Customer 4th Edition. Axzo Press:
Rochester, NY
Mind Tools, Inc. (undated) Dealing with unhappy customers www.mindtools.com (September 30, 2013)
Nasser, K. (undated) Unforgettable customer service. http://katenasser.com. (September 20, 2013)
New Line Training Limited (undated) Hidden rapport [pdf]. www.newlineideas.com.
NVQ Unit D1. (undated) Customer service [pdf].
PT Plus Pty Ltd. (undated). Exceeding expectations [pdf]. www.ptplus.com.au
The Practical Press (undated). Customer Service Acumen Quiz. www.thepracticalpress.net
University of Cambridge (undated). Customer service training manual [pdf].