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Service Responsibility Leadership Module

Service Responsibility

Leadership Workbook


H U M A N R E S O U R C E D E V E L O P M E N T & C U S T O M E R S E R V I C E S T R AT E G Y

Service Responsibility Leadership Workbook
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Table of Contents
Introduction 1


1 3

Building a culture of commitment

Chapter 2 Aligning action & values 7

Chapter 3 Always lead to business: Is there Anything else I can help you with? 15

Chapter 4 The call is the map: The organization is the territory.’ 20

Chapter 5 Achieving Service Quality Excellence: Level Best Plus Plus 34



Outcomes: Building a Culture of Commitment
 State clearly the expectations of Singtel’s business customers  State clearly the rationale for one-stop service


I: Building a culture of Commitment
The dynamics of the fast changing Infocomms industry are in a constant state of flux. The goal posts are moving and the expectations of Singtel’s business customers are rising. It is for this reason that the hotline 1606 has been established to service our business customers. What are the factors that are driving these changes in expectations? Some are technological, with advances in the technology of the network and the service provider network it becomes possible to offer service that is tailored in such a way that it will meet the needs of our customers. There is however another driver for this change. With the opening up of the market to competitive partners our expectations of each other are also rising. Specifically the demand from our customers is for a One-stop service for all of their business telecommunications needs.

What is excellent one-stop customer service? Name a service provider in Singapore or abroad that provides excellent one-stop customer service?

What was it specifically about the service that you found appealing? Sights? Sounds?


What is Service Responsibility? What is the meaning of responsibility from our customer’s viewpoint?

State clearly the customer expectations of you:


Why One-Stop Service for Singtels’ business customers? State clearly the rationale for the One-Stop Service line:



Outcomes: Aligning actions and values
 Use the Response-Ability Model to select service strategy  State what are our service quality standards, do we represent them?


II: Aligning Actions and Values
The establishment of the one-stop business hotline is a response to our customer’s needs. However Singtel’s customers demand more than the best network, ready access to new technologies, and affordable services. They also want to be speaking with the best people. People invested with an attitude of service responsibility and informative, friendly, accurate and timely response that they are not able to get anywhere else. The certainty with this aspect of the business is that it is highly dependent on the intrinsic attitude of our service representatives. This is something that goes beyond providing comfortable work environments, effective IVR systems, and online knowledge bases. This addresses matters of sentiment, the essence of excellent one-stop customer service is the human touch. As human beings we are highly attuned to the convictions and manner in which we are dealt with. In a highly competitive environment as we have here in Singapore the human touch could not be more important. The Response-Ability Model

Attitude Service Orientation Understand needs Flexibility Perseverance Commitment Responsibility Begin well End on the same level

Knowledge Price plans Services Contact numbers Billing information Multimedia Faults Fixed line Key people

Skills Typing Telephone systems Onyx Starlight Use Knowledge base Email systems




In terms of our ability to answer the call many of the factors which determine this are already settled before the customer calls. For example, effective product training and the design of a robust knowledge base determine knowledge of product. The effective routing of calls is determined by the design of simple call flows that suit the customer and the implementation of the latest call centre technologies. However for all this the response of our service representatives to the customer’s request is a matter of choice. What attitude does the representative choose to strike with the customer at the moment of truth when the customer calls.

Moment of Truth (Choice)

Business Customer Has a Need

The Customer Calls 1606

Singtel Representati ve Answers

A moment of truth is a key moment that will shape the customer’s perception of our organisation. Most transactions are a cycle with a beginning, middle, and an end and the scenario of a customer calling Singtel 1606 is no different. In human terms this may be stated as a greeting, a dialogue, and a farewell. The quality of this interaction and how professionally the various moments of truth are navigated determines the service quality. Many organisations in competitive, service-oriented business put considerable emphasis on determining what these moments of truth are that shape perception and ensuring that their representatives respond in a manner which attracts, retains and attains customers.


For example, At Walt Disney corporation in Orlando Florida the car park attendants are trained to look out for people who have locked their keys in the car. They do this by scouting the parking lot shortly after a family has locked up their car and looking out for the driver raising his arms skyward and then pulling at his or her hair in a gesture of frustration. Upon seeing this or similar behaviour the highly attuned service people immediately make their way over to the family and offer to retrieve the keys and lock the car. Families visiting the Disneyland theme park will have invested time and energy to visit the park, and may even have flown from another country to do so. As such the prospect of having the day ruined by the car key incident is a source of considerable customer frustration. This is a moment of truth. Our customers at Singtel are no different. They also have made an investment of time, money and energy in the selection and use of our services. As such there are many of these moments of truth in our interaction with them. What is our reponse-ability in these cases.

Think about the process of a call, what are the moments of truth at the greeting{2}, during the dialogue{3} and the farewell{1}?

Call Begins

Call Ends

Moments of Truth Shape Customer Perceptions


There are many factors that shape our response at these moments of truth. Some of these are referred to as intrinsic (inside us) and others are extrinsic (outside us). Singtel has well stated service quality standards that can be seen below. These are the guidelines that have been put in place and are helpful for us to determine how to respond at a moment of truth.

Outside Us
Service Quality Standards: 1. Greeting Standard Greeting: Pick up the phone within 10 seconds… Identify the company and your own name clearly. Identify the purpose of the call. And ask if you could assist. Listen to the customer’s need and give response. 2. Verification Identify caller by full name, mobile/pager/tel no, i/c or account no. Read back to the customer on the given details using phonetics wherever applicable (i.e. Country names) When there’s a need to ask caller to repeat information 3. Probing Check customer information from any one of the systems Paraphrase/ check back on caller’s enquiries or problems Ask straight to the point, relevant, open-ended questions efficiently. 4. Holding Procedures Ask permission and tell why the call needs to be put on hold Request callers to wait while waiting for system response …respectfully

Inside Us

…and greet warmly. …with care and empathy. …attentively and with sincerity.

…deliberately and thoughfully

…ask politely and respectfully

…with awareness that the customer is waiting …comprehensively and with an understanding of their circumstances and needs …while choosing each word impeccably and with an awareness of the customers own ability to apprehend what is said

…respectfully and with an awareness that nobody enjoys waiting …clearly and professionally


Outside Us
Always provide an estimated wait time and or courtesy updates

Inside Us
…accurately and with an awareness of the value of time. Does the customer appear to be short of time? Could you arrange to call them back? How long would a reasonable person wait under these circumstances. Now halve that for service expectations. …with grattitude and sincerity

Thank caller for holding/ waiting. 5. Transferring Procedures Ask permission and tell why the call needs to be transferred to a third party Always provide the third parties number to contact before transferring. Must always inform the receiving party all relevant information (eg. Name/ account no. and nature of the call) If transfer is not successful, initiative to take ownership/provide alternatives 6. Provide Information/Solution/Cross Selling Providing accurate and relevant information – No omission or misrepresented information.

…respectfully and rationally …clearly and deliberately …fully and comprehensively with an awareness that the customer does not wish to repeat himself restating the problem …responsibly with accountability for the outcome

…fully and with an awareness of what the customer knows and does not know …be flexible and display initiative

Taking ownership of the call

…with responsibility and awareness of the consequences for the customer if you fail to provide them with a solution …thoughtfully and with an awareness of the needs and circumstances of the customer …seek their partnership and be aware of what this will mean for them

Proactively promotes relevant value-added services. Get caller’s agreement on action plan and/or products and services required (appointments or installation) 7. One-stop customer service Address caller by name Always use proper vocal image/tone, appropriate volume and speed

…establish rapport by being aware of what type of customer you are speaking with …while being friendly and helpful!


Outside Us
Using the proper choice of words (eg. Proper grammar and no Singlish, no filter words)

Inside Us
…while being impeccable in our choice of language for rapport building …Active and attentive listening and responding to questions by caller …Showing empathy by seeing things in the callers point of view …Maintaining a professional and balanced level of communication ie by not dominating the whole conversation and/or talking over the caller

8. Standard Closing Check with caller if there is/are any other queries Reassure the caller of the status Invites caller to call again

…respectfully enquire ‘Is there anything else I can help you with?’ …with confidence and assurance …openly and sincerely …Thank the caller and bid them a warm farewell. …Respectfully wait until customer hangs up the phone You’ve Done It! Well done.

As we come through the Service Quality standards we can see how much these moments of truth are in fact a matter of our own intrinsic (inside) attitude. A matter of choice. With determined competitors it is important that we strike the right note in harmony with our customers needs.


Activity: Welcome to our Exclusive Business Island Pulau Infocomm
You are a business customer going on a journey to an exclusive resort island. This island has all the five star features of these resorts in addition to the million star features of a clear and bright sky above. It is on one of these evenings that you [a 1606 Business Customer] arrive at the resort with the unbridled heavens twinkling above you. In addition to the usual facilities and sumptuous fare at such resorts the island is also able to cater locally for the best Infocomm services available anywhere on the planet. Now the question remains…what are your expectations as a business customer and how do you expect to be treated. How will the service representative choose to serve you. You have 15 minutes to plan in pairs after which we will begin a video taped scenario playing session. Customer: Putting yourself in the place of the customer. What are your expectations before you arrive on the island?

Pulau Infocomm Business Representative: As Pulau Infocomms Service Representative what choices can you make regarding the mindset or attitude you will bring to the island?



Outcomes: Always lead to business
 Demonstrate strategies to attract, retain, and attain business customers  Maintaining a flexible and open attitude: Tan Grams


III: Always lead to business: Is there anything else i can help you with?
A core part of Service Responsibility Leadership is always being open and leading to business. Essentially this is a recognition that during the course of a call there are several important junctures which represent opportunities to sell Singtel’s products and services. In terms of the structure of a normal call there are indicated in the diagram below. One way to keep this in mind is that the attitude of ‘Is there anything else i can help you with?’ should run through the course of the course of the call. The i is not capitalised to remind us that although equally important and unique as the customer for the purposes of their transaction with us we will be putting their requirements first.

Within each call there are many opportunities to provide solutions and Add value for Singtels’ customers.

15 Strategies to Attract, Retain, and Attain customers Greeting Verification Probing Provide Solution Farewell and Closing

Strategies to Attract, Retain and Attain Customers


Singtel Pentagon of Service Strategies

  

  

 

Farewell Probing


   

A single call from a customer may not seem important just as a single eyedropper of water may not seem important in a pale. However the drops add up and each call represents at least fifteen separate opportunities to lead to new business, attract a new customer, or retain existing business. To illustrate the significance of this take in to account the following astounding example. If a business hotline received an average of fifteen thousand calls a day how many calls would they receive over a five-year period.

365 Days


5 Years


15,000 Calls/day


That means that over a five-year period the hotline may come in to contact with the equivalent of the entire population of Singapore seven times over.


Now if we think of this in terms of opportunities to transact business with Singtel’s customers we can see the staggering implications.

27,375,000 Calls


15 Opportunities per call

410,625,000 Opportunities to lead to business
And who would ever have thought that a simple call that averages less than 2 minutes could be so important to the business. The business reality is that each call is a fantastic opportunity to tell the marketplace what a wonderful service Singtel is able to provide them. So what are the opportunities.

Tangrams for Singtel Solutions
During the greeting:

  

Stating your name enables the customer to come back to YOU Stating the business name enables the customer to come back to US Saying ‘how may I help you?’ makes it clear that WE will help the customer

During the verification: Ask yourself

  

Is this customer sole proprietor/partnership/private limited/public/govt? What products and services does the customer presently have? What products and services (based on co. profile) do they need? Gaps?

It is a good habit to check the company type and even the industry. Check what products and services they presently have. Are there any other products and services that you could propose for this customer to meet their needs. As your experience grows you will identify patterns of services and it will become more obvious where the gaps are. This stage is more than a standard check it is where you make a full assessment of who you are speaking with. You have been provided with powerful billing and product databases in addition to the knowledge base, all of which used together, can enable you to


proactively identify the needs of the customer at the first point of contact during the verification. During the probing stage: Ask the customer, take the opportunity

  

What services is the customer presently using? Are they aware of [new service] which can be used with this product? What is the nature of their business and how can Singtel assist them furthur?

Many of Singtel’s services are indispensable to business customers. Many of Singtel’s business customers would be particularly interested in a constellation of services. Examples:        7000-One Number services for marketing Virtual Mail for making agreements in the field Mobile services for keeping in contact at all times Group SMS services for keeping in contact Mobile data services for seamless wireless offices Broadband and email services for knowledge and business contacts Fixed line and phone systems for offices

Be enterprising. Think like a business customer. What would your needs be if you were in their shoes? What would your expectations be? During the solution/sale stage: Ask the yourself and the customer

  

Have I resolved your problem completely? Do you understand what I have just explained to you? Do you have a pen? What other services do you need in relation to this request?

During the farewell stage: Provide the customer…

  

Your name…so that they can contact you again ‘Is there anything else I can help you with?’. New business opportunity. Thank the customer for calling our organisation and giving us business.


There are many other strategic moments within these short calls, many of which it will take your insight and creativity to see. Think like a small business, looking for gaps and opportunities to sell our services. You are your own one-stop customer service enterprise.



Outcomes: The call is the map
 Linking call flow to service strategy  Questioning and listening techniques


IV: ‘The call is the Map: the organization is the territory’
When a Singtel 1606 business customer or any other customer calls our organization their perceptions of us are shaped by this experience. In fact the service hotlines are by far the most frequent point of contact within our organization. We build a mental map of the various people and companies that we have experience with. This mental model or map is critically important when a customer comes to select the company that they wish to deal with. A few of the success factors in terms of creating a positive map of our organization are as follow: As our customers’ experience with us accumulates they begin to formulate an opinion regarding the level of service we provide, and the degree of commitment from our service representatives.

Calls back when required Clear Friendly Greeting Fast and accurate Empathy Prompt answer to call Solution provided Helpful Enquiry and Questionin g Smile in the Voice

Sales Rep is convicted and committed

Effective Listening

One Stop


F u A s a i D l n e e e r s v E s s l i R G Once the customer has a map of us theyB R to share it with others in their community. begin c e e e o r e a p p t i r Really…like C t e H c h that! Great. i a o a n r Anything else I can o F l s you with? o o d help s r t I l t l m i l o s Wow…so c a m p y el Singt J e i l this Singtel o n a t , H u they are like n n b n d n a o a that. t 1v e d c y n p l l i Oi k a e s p o nc n y w c m n f u n w et c e e u m G h e u n r f l p e Sd b r r u n a E e e e r t a r t n e v r o o a questions are answered promptly and that services are o o e The customer demands that their t q t v e p e p w provisioned in an efficient andntimely manner. We have implemented many of the r u i i d t e c technologies to meet these needs, however the critical factor now is the human touch. As i s n r d e i l a we illustrated in the previous chapter this is largely a choice at the moment of truth. By r g q e c o l discerning the highest ideals in One-stop customer service Responsibility and Leadership y w d o n l we are in fact making bold steps to meet anduexceed the needs of our customers. i e m s r l m To be Impeccable in our lspeeche d i k t It is often said that we should first master our thoughts, then our words will naturally n t follow, as will our actions. From these actions the events that the customer requires will o e be made manifest. This is nowhere w more important than in how we frame the customers d themselves. n






To do this it should be recognised that in as much as our customers have a map of us, we also have a map of our customers. And this map or frame will inevitably determine how you respond to them. How do you see our customers, are you framing them in a way that assists you to perform your role to the utmost of your abilities. Delivering truly excellent one-stop customer service will give you a sense of pride and our customers the satisfaction of knowing that they are dealing with the best telecommunications provider in Singapore. Our Map….Singtel’s Business Customers Are

High Expectatio n Open and flexible Enterprisin g Determine d Deserve the Best Always Skilled Fast Paced

So we can see that as much as our customers see us, we also see our customers. This combination of viewpoints and frames of reference is what we broadly refer to as a relationship with our customers. At Singtel we are at a crossroads where we are taking service provisioning to the next level. Proactively identifying our customers’ requirements we are fulfilling this with the best one-stop customer service that we can master. Times are indeed changing, and it is the emphasis on striking the right relationship with our customers that is the gateway to increased profit, higher growth, and expanded use of telecommunications services in our business and other communities.


The benefits flow on to us, if our business people are equipped with the best products and services, then their businesses thrive. Every modern business requires telecommunications products to remain fast and agile and to respond to their own customers. As these businesses become successful, the capacity for our economy to support more businesses increases and then all of us are winners.

Activity: Tan Grams for Service Excellence
The trainer will provide you with the Tan Grams for expectations of a service representative, and for our map of the enterprising business customer. As a group arrange the Tan Grams in a diamond as below. This can be in any order mixing the service representative and business customer Tan Grams together. Now using post-it notes place your own expectations of both business customers and service representatives. Place those that are in accord with the new expectations we have identified inside the diamond. Discuss with your group members, place those that are outside this frame of reference outside the diamond. Just like a real diamond, negative expectations that show up in it’s structure are revealed as flaws. Unlike diamonds as human beings we can make choices about how we choose to see things removing the flaws. Diamonds are forever! Flaws I’m not so sure.

Post-it Note Which of your current maps do not fit with our present service strategy?

Post-it Note What are your maps of customers and service representatives?



Questioning & Listening: Horse & Carriage
Everyday Singtels’ front line staff must listen carefully information from a variety of sources for example, customers, team leaders, and managers. Each day they encounter new facts and opinions. As listeners staff need to know how to filter information, to differentiate between what is important, essential, logical to solve the customers request. Therefore we need to make choices about how we react to what we hear. How do they do this? First we must understand what we hear from their basic frame of mind and then by asking the right or essential questions. The art of questioning is a skill. It is a basic, functional and survival skill particularly useful in business. ‘Knock and the door will open. Seek and you will find.’ There are several approaches to questioning depending on what it is that you are attempting to elicit from the customer or to achieve. These are as follows:

     

Finding out things - Facts Understanding Stuff Solving Problems Finding out the reason or cause Bringing ideas together Making judgements

The type of questions we ask our customers how the questions are will absolutely determine how a question is answered. At the same time the type of questions asked will have a great deal of impact on the way customers think before answering. If a service representative asked 'closed -ended' questions, he or she may get a 'yes'/'no' answer and one where the learner has no need to think of complex means of responses. For example a service representative may ask 'Do you have voice-mail?' The answer would be 'yes'/'no' or the service representative could ask 'Where is the telephone jack?' to which the reply could be "next to the CEO’s office in Tower B’ where there is no need to be involved in complex thinking processes. As such Service Representatives to use 'open-ended' questions- questions which would encourage customers to give full information about their needs and expectations. There is therefore a need to look at the different levels or types of questions asked.


Building Blocks of Effective Questioning

Making Judgments

Finding Reasons

Bringing together

Finding Out

Understand Stuff



Category/ Knowledge/competence Finding Out – Facts About Singtel Business Customer’s Needs

Question Who is..were, what is, when did, where is, which, choose, find, how did….happen….would…. explain, why did, Can you recall, Which one etc.?

KEY WORDS: who, what, when, where, which, choose, find, how, define, label, show, spell, list, match, name,


relate, tell, recall, select.

Understanding The Needs of Singtel Business Customers

How would you describe what is on the screen? How would you compare to your reception...? contrast with your other phone...? Tell me what is happening in your own words....? What facts is it that makes you think that ....? What is the main reason you require......? Can you explain what is happening...? What can you say about....? Which is the best service for you...?

KEY WORDS: Compare and demonstrate, interpret, explain, show, translate, tell

Solutions for Singtel Business Customers’ Problems

How would you use this service...? What is an example of what you intend to use this service for...? Are you able to solve...using what you have learned...? Would you like me to demonstrate how to use the voicemail service...? What approach have you use to solve this problem...? What other way would you plan to...? Are you able to activate the service based on what I told you...? What is it that makes you think that..? What model handphone are you presently using? Are you using the original password or a new password?

KEY WORDS: apply, activate, select, design, enquire, use, plan, select, solve, utilize, model, identify.


Finding Reasons for Singtel Business Customers’ Problems

What are the parts features and benefits of this service...? How is...related to...? Why do you think...? What is the service plan...? What reason is there...? Can you list the parts...? What conclusions can you draw..? What type of internet line....? What is the function of...?

KEY WORDS: choose, type, select, compare, discover, divide, inspect, simplify, take part in, test for, distinguish, list, relationships, function, conclusion.

Putting Things Together In a Unique Way for Singtel’s Business Customers

What changes would you like to make to solve…? How would you improve your…? Can you propose an alternative… What would happen if…? Can you elaborate on the reason…? How would you adapt… to make use of a different service…? How would you change(modify) the billing plan…? What could be done to minimize (maximize) this problem…? What way would you design…? What could be combined with this service to improve (change)…? Suppose you could…what would KEY WORDS: choose, combine, create, you do..? design, develop, estimate, originate, plan, How would you test…? predict, propose, solve, solution, What have you noticed…? suppose, discuss, change, improve, adapt, Can you think of an original way minimize, maximize, elaborate, improve, for the…? happen, change.


Making Discerning Judgments for Singtel’s Business Customers

KEY WORDS: choose, decide, defend, determine, evaluate, judge, justify, measure, compare, mark, rate, recommend, select, explain, appraise, prioritize, importance, criteria, prove, disprove, assess, value, estimate.

Do you agree with the actions...? with the outcomes..? What is your opinion of..? How would you prove...? disprove...? Can you assess the value or importance of this service to the customer...? Would it be better for the customer if...? Why did the customer choose...? What would you recommend for the customer...? How would you rate the service for the customer....? What would you cite to defend the actions of the customer...? How would you evaluate the customer’s problem? How could you determine what the customer needs...? What choice would you have made to improve the situation....? What service would you select...? How would you prioritize the requirements of the customer....? What judgment would you make about the customers billing plan...? Based on what you know, how would you explain the value of this service to the customer...? What information would you use to support the customer’s view...? How would you justify recommending the unlimited broadband plan...? What data was used to make the recommendation...? Why was it better that the customer subscribed for a new line...?


A really good listener is a rare and priceless commodity for Singtel’s fortunate business customers! That’s because effective listening skills do not come naturally. Few of us have ever been taught the value or the process of active listening, and those who have are the ones getting the results they want. They make it to the top of their professions, enjoy rich and fulfilling personal relationships, and suffer less from stress and worry. The good news is that anyone can become a good listener. All it takes is the desire to learn the techniques that work. Listening is one thing that most people wish they could improve. Yet many people overlook the simple and obvious ways they can instantly improve their listening skills. Here are five guidelines that should help you improve your listening skills. Use your Mind Being a good listener requires a conscious effort. You must listen with your mind completely engaged. Try listening for accuracy and inaccuracy—it helps keep your mind alert. Listen as if you are hearing the information for the first time. Listen for the Whole Message Many people tune in only to the words of a speaker, not the body language or tone of voice, so they do not listen to the whole message. In understanding a message, both the verbal and nonverbal part of the message is important. The purpose of good listening is to get the best understanding. You cannot do that if you only listen to part of the message. Control Your Environment Distractions can destroy listening ability. We are surrounded by noise in the office and at home. We can be distracted by physical barriers, such as the placement of a desk or a seating arrangement in a group meeting, or internal distractions. You can be a much more effective listener if you can control both your external and internal environments. If you can’t control the environment, reschedule or move to another environment. Take the Initiative In order to make better listening a way of life, you have to learn new skills and rid yourself of “bad” listening habits. This takes time and practice. You can become a better listener just by learning and practicing one new listening skill every week. Use Active and Reflective Listening Both active and reflective listening use the same principles, but their purposes are different. In active listening, the listener responds to the speaker based on the listener’s understanding of the message that was communicated. This person is part of an ongoing conversation, a give and take of ideas. Active listening is used in group problem-solving situations. In reflective listening, the listener is primarily a sounding board for the speaker. The listener helps the speaker come to grips with the problem being communicated.


Reflective listening is used primarily in one-on-one conversations when the speaker needs a listener, not advice. These five guidelines for improving your listening can give you quick and immediate results. There are dozens of good books about becoming a better listener. By putting these guidelines to use and learning more about how to become an effective listener, you will be able to “listen up” and hear what’s really being said.


Activity: Questioning &Listening Skills I
I will take the following action to improve my questioning & listening skills:

The effect that this action will have is:

I will know I have been successful because:


Activity: Questioning & Listening Skills II
Please use this questionnaire to assess how well your questioning & listening skills have developed. Now give the above form (Activity I) to someone that you have had an interaction with and ask them to answer the following questions and return it to you: Please consider the conversation that you have just had with ………………. How well did you think they exhibited each of the points above?

Please give examples.

What other feedback do you have?



Outcomes: Achieving Service Quality Excellence
 Make a commitment to the one-stop service philosophy  Increase awareness of what it is going to take to get us there


Achieving Service Quality Excellence: Level Best Plus Plus
One-stop customer service is more important now than it ever was. As businesses face up to a fast changing national and international environment their requirements for intelligent solutions which meet their needs for fast, efficient telecommunications services are becoming an indispensable component of their overall success. Often in our attempts to meet these challenges we address knowledge, process, and equip our staff with all the tools that they require however the all-important ‘people factor’ is somehow not addressed fully. We need to instill within ourselves and within our staff a deep and abiding commitment to be the best service provider in the Asia-Pacific. This is indeed a goal that will take time and much resolute commitment to achieve. However, we have powerful allies by virtue of careful planning, circumstance and sheer good fortune. We are indeed fortunate to have a staff that is talented, multi-lingual, and with an in-depth knowledge of our product. So let us begin stretching ourselves and showing truly what a team can achieve that is united, focused, and moving on to higher levels of service quality. Building Service Quality….Level Best Plus Plus


Take control. If we wait for someone else-our managers or the team leaders to make your work more satisfying or to move you up the ladder, you’ll most likely be waiting a long time. Realize that you, and you alone, are in charge of your life and your work. If you are dissatisfied with either, it’s up to you to empower yourself and take the necessary steps to improve the situation. Set a goal. Identify what you would like to be doing and what strengths you would like to develop upon to take you to the next level of service excellence. Write a personal mission statement and set a realistic deadline. Develop an action plan. What skills do you need to reach your goal? Talk to people who are already providing the type of service you would like to receive. Then develop an action plan that will move you toward your goal. Don’t ignore your people skills. Many people focus on technical skills, while their interpersonal skills need work, no matter how good they are at the technical aspects of their jobs, their personal skills hold them back. Focus on service. Whether you realize it or not, one-stop customer service is a critical element in any position. Exceptional service is a good attitude, courtesy, integrity, reliability, helpfulness, efficiency, availability, and knowledge. Exceptional service is putting the customer first, being responsive to a customer’s needs, and being resourceful in meeting those needs. If you go out of your way to provide exceptional service, you will be noticed. Develop a healthy self-image. Understand who you are and what you are capable of accomplishing. Praise yourself. Pat yourself on the back. Pump yourself up. Focus on your strengths and address your weaknesses. Do the same for others on your team. Don’t compare yourself to others. The only meaningful comparison is between what you are today and what you can become tomorrow. Think positive at all times. Feed your mind with positive ideas and avoid negative thinking. Don’t relive past failures. Mistakes are not black marks on your record or indications of weaknesses; they are important parts of the learning process. Avoid associating with negative coworkers. Much like the common cold, negative attitudes can be contagious. Attitude determines action, and action determines how management sees you and the job you are doing. Have fun. All work and no play can do more than make you dull; it can zap you of the energy you need to perform well. Develop leisure activities that will provide you with exercise and that are done just for the fun of it. According to psychologists, to be highly motivated, people need a healthy balance of work and play.


What is it going to take to get us there?
Listen. Let the customer tell you what is wrong. Even if they sound like their eyes are going to blow right out of their sockets and they are speaking loudly and in a demanding manner, let them explain the problem. Listen, but don’t interrupt them. Put yourself in the customer’s place. Try to understand why they are upset. Show interest and concern in what he is telling you. Make responses to show that you are listening. Acknowledge what the customer is saying and repeat it back to them to show that you understand the problem. Don’t take it personally. Realize that the need the customer has is with the situation, not with you. This will help you remain calm, even though you might want to do some yelling of your own. Keep in mind that, because the customer has chosen to come to you with his complaint, you have become his advocate and a representative for Singtel’s service quality. Ask questions. The key to successfully resolving a problem is to understand exactly what that problem is. Asking questions helps to clarify the problem-and the solution. It also pulls the customer out of an irate state and gives him time to cool down. You might even ask the customer how they would like to have the situation resolved. Apologize. Make the customer aware you are sincerely sorry about the problem. Empathy goes a long way toward diffusing a confrontation. Don’t blame the customer or other team members for the problem. Accept responsibility for it on behalf of the company. Offer suggestions. Give the customer one or more alternatives to address his situation. You might offer to give them an alternative, and work with the customer as a business partner to give them what they need. Be honest. If you don’t know how to handle the problem, or don’t have the authority to do so, tell the customer. Then immediately seek assistance to get the information or authority on behalf of the customer. Learn. Ask yourself what you can learn from this customer’s request that will help you to handle similar situations in the future. Even if you can’t resolve all requests, you will learn to deal with business customers efficiently and effectively. Dealing with customer requests is not easy, but if you follow these suggestions, you will accomplish two things: You will learn how to diffuse a difficult situation, and your job will become much more enjoyable.


Mission Statement & Personal Action Plan
Driven by responsibility for meeting and exceeding the needs of Singtel’s business customers I ………………………….. [Name] commit to meeting Singtel’s goal of being the best Telecommunications provider in the Asia-Pacific region. Choose three areas to focus upon to improve your Service Leadership Responsibility







Set a Goal: What personal strengths would you like to develop and contribute to the team to meet Singtel’s service quality goals: …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… ………… Focus on Service Responsibility and One-stop solutions: To me Service Leadership Responsibility means that I am accountable to the team, the organisation and myself for the outcomes of every customer contact. On every call I will ask the customer, ‘Is there anything else I can help you with?’ The reason for this is it: a………………………………………………………………………………………… b………………………………………………………………………………………… Understanding that the ‘Call is the Territory’ and that I am an ambassador for Singtel’s corporate image and identity I will seek to provide solutions that are: a………………………………………………………………………………………… b………………………………………………………………………………………… c………………………………………………………………………………………….

‘Is there anything else I can help you with? Thank you for calling Singtel 1606’
Date…/…/.… Signed….………

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