Learning Points

80 Activities and Actions for

Call Center Service Excellence

Peter R. Garber

HRD Press, Inc. „ Amherst „ Massachusetts

Copyright © 2005, Peter R. Garber

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sources, may be reproduced for educational/training activities. There is no
requirement to obtain special permission for such uses. We do, however, ask
that the following statement appear on all reproductions.

Reproduced from Learning Points: 80 Activities and Actions for

Call Center Service Excellence by Peter Garber, Amherst, MA:
HRD Press, 2005.

This permission statement is limited to reproduction of materials for educational

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Published by: HRD Press, Inc.

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Table of Contents
Introduction .................................................................................................... vii

Part 1: Customer Service ............................................................................ 1

Learning Point 1: Pre-Assessment.......................................................... 3

Learning Point 2: The Call Center—A Demanding Place to Work .......... 6
Learning Point 3: Customer Priority ........................................................ 7
Learning Point 4: Customer Service Tips................................................ 8
Learning Point 5: Response Exercise ..................................................... 9
Learning Point 6: Customer Service Factoids......................................... 10
Learning Point 7: Service Never Goes Out of Style ................................ 11
Learning Point 8: Service Is Timeless..................................................... 12
Learning Point 9: More Customer Service Factoids................................ 13
Learning Point 10: Call Center Customer Service Self-Test ................... 14
Learning Point 11: More Customer Service Tips .................................... 16
Learning Point 12: Missions Accomplished............................................. 17
Learning Point 13: Your Personal Mission Statement............................. 18
Learning Point 14: Writing Your Mission Statement................................ 19
Learning Point 15: Mission Statement Factoids...................................... 20
Learning Point 16: Part 1: Customer Service Key Learning Points......... 21

Part 2: Developing Telephone Skills .......................................................... 23

Learning Point 17: Really Listen to the Customer................................... 25

Learning Point 18: Give “Really Listening” a Try..................................... 26
Learning Point 19: Listening Tips............................................................ 27
Learning Point 20: Listening Skill Practice .............................................. 28
Learning Point 21: Listening Factoids ..................................................... 29
Learning Point 22: Building Rapport on the Telephone .......................... 30
Learning Point 23: Rapport Building Tips................................................ 31
Learning Point 24: Rapport Examples .................................................... 32
Learning Point 25: Your Rapport Builders............................................... 33
Learning Point 26: Rapport Building Factoids......................................... 34
Learning Point 27: Understanding the Customer .................................... 35
Learning Point 28: Understanding the Customer Tips ............................ 36
Learning Point 29: Customer Profiles ..................................................... 37
Learning Point 30: Understanding the Customer Factoids ..................... 38
Learning Point 31: Part 2: Developing Telephone Skills
Key Learning Points ............................................................................ 39

iii
Part 3: Tools of the Trade............................................................................ 41

Learning Point 32: Customer Service Tools............................................ 43

Learning Point 33: Using the Wrong Tool ............................................... 44
Learning Point 34: Tools of the Trade Tips ............................................. 45
Learning Point 35: Customer Service Toolbox........................................ 46
Learning Point 36: Tools of the Trade Factoids ...................................... 47
Learning Point 37: Be a Problem Solver ................................................. 48
Learning Point 38: Reducing Hassles for the Customer ......................... 49
Learning Point 39: Problem-Solving Tips................................................ 50
Learning Point 40: Checking for Problem-Free Customer Service ......... 51
Learning Point 41: Problem-Solving Factoids ......................................... 52
Learning Point 42: Building Customer Confidence ................................. 53
Learning Point 43: Customer Confidence Tips ....................................... 54
Learning Point 44: Hitting the Target ...................................................... 55
Learning Point 45: Customer Confidence Factoids................................. 56
Learning Point 46: Part 3: Tools of the Trade Key Learning Points ........ 57

Part 4: Working in Customer Service Teams ............................................ 59

Learning Point 47: Teamwork ................................................................. 61

Learning Point 48: Synergy 2 + 2 > 4...................................................... 62
Learning Point 49: Teamwork Tips ......................................................... 63
Learning Point 50: Teambuilding Exercise.............................................. 64
Learning Point 51: Teamwork Factoids................................................... 67
Learning Point 52: Cubicle Neighbors..................................................... 68
Learning Point 53: Cubicle Rules............................................................ 69
Learning Point 54: Be a Good Neighbor ................................................. 70
Learning Point 55: Cubicle Neighbor Tips............................................... 71
Learning Point 56: Good Cubicle Neighbors Exercise ............................ 72
Learning Point 57: Cubicle Neighbor Factoids........................................ 74
Learning Point 58: Information Sharing................................................... 75
Learning Point 59: Outdated Information ................................................ 76
Learning Point 60: Information Tips ........................................................ 77
Learning Point 61: Information Sharing Word Search Exercise.............. 78
Learning Point 62: Information Sharing Factoids .................................... 80
Learning Point 63: Part 4: Working in Customer Service Teams
Key Learning Points ............................................................................ 81

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Part 5: Call Center Customer Relations ..................................................... 83

Learning Point 64: Reputations............................................................... 85

Learning Point 65: Advertisement Money Can’t Buy............................... 86
Learning Point 66: Reputations Tips ....................................................... 87
Learning Point 67: Reputations Exercise ................................................ 88
Learning Point 68: Reputations Factoids ................................................ 89
Learning Point 69: Customer Expectations............................................. 90
Learning Point 70: Customer Problems .................................................. 91
Learning Point 71: Upset Customer Tips ................................................ 92
Learning Point 72: Dealing with Upset Customers Exercise................... 93
Learning Point 73: Upset Customer Factoids ......................................... 95
Learning Point 74: Building Tomorrow’s Business.................................. 96
Learning Point 75: Become a Sure Bet for Success ............................... 97
Learning Point 76: Building Tomorrow’s Business Tips .......................... 98
Learning Point 77: 50 Ways to Get Your Customers
to Call Again Exercise ......................................................................... 99
Learning Point 78: Building Tomorrow’s Business Factoids ................... 100
Learning Point 79: Part 5: Call Center Customer Relations
Key Learning Points ............................................................................ 101
Learning Point 80: Post-Course Assessment ......................................... 103

v
Introduction
Working in a call center is a very important job. Customers from around the
country (and possibly the world) depend on you to provide the highest quality
service possible to meet their needs and requirements. Call centers provide a
unique opportunity for customers to make purchases or receive services from the
comfort and convenience of their own homes via their telephones. As the world
becomes more and more connected electronically through such things as the
Internet and e-mail, the popularity of this trend in customer service will certainly
continue in the future. As a member of a call center team, you are on the cutting
edge of this exciting and dynamic technological revolution that is taking place in
customer service today.

Understanding the principles of call center service is essential to meet the

requirements of customers who call into the center. Some of these principles are
unique to call centers and their customers. Others have universal application and
apply to dealing effectively with any customer regardless of the business or
situation. Use all these principles to provide the best service you possibly can to
your customers. You will find that not only will your customers feel good about
doing business with you, but you will be enriched by the experience as well.

These activities and actions for call center service excellence are designed to
help you better understand or review many of the basic principles of customer
service. Perhaps most important is to remember how you feel when you call
someone for assistance in a purchase or to receive a service. Think about how
you would want to be treated if you were on the other end of the telephone. Treat
the customer exactly that way and you will have learned the greatest lesson of all
in customer service.

These activities and actions for call center service excellence provide you with a
variety of ways to learn more about call center service. Some of these activities
and actions simply present an idea, fact, or concept related to call center service.
Others provide exercises, assessments, or quizzes to help you develop your call
center service skills. Regardless, each presents a different learning or skill-
building opportunity. The activities and actions are presented in five parts:

1. Customer Service (Learning Points 1–16)

2. Developing Telephone Skills (Learning Points 17–31)
3. Tools of the Trade (Learning Points 32–46)
4. Working in Customer Service Teams (Learning Points 47–63)
5. Call Center Customer Relations (Learning Points 64–80)

Good luck and we hope these principles will help you be successful on your job
in the call center.

vi
Part 1:
Customer Service

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Learning Point 1

Pre-Assessment
This first Learning Point provides you with an opportunity to assess your skills
concerning your role as a member of a call center service team. The correct
answers are provided following this assessment.

1. As a member of a call center team, you are part of the technical revolution
that is occurring in the customer service industry today.
A. True
B. False

2. The reason why the call center exists is because of the:

A. economy.
B. owner of the business.
C. competition.
D. customer.

3. The one constant in a call center is the need to provide____________ to the

customer.
A. refunds
B. service
C. directions
D. excuses

4. A call center’s mission statement is designed to communicate which of the

following?
A. The goals and objectives of the organization
B. The direction in which the call center is headed in the future
C. The importance of the customer to the business
D. All of the above

5. Effective listening doesn’t really have to take that much effort.

A. True. Effective listening just comes easily to everyone.
B. False. Effective listening requires your full effort and attention.

6. One of the services that customers expect from a customer service

representative is for you to help them solve problems.
A. True
B. False

3
Pre-Assessment (continued)
7. Most important to a work team is that each person:
A. supports the team and contributes to its success.
B. helps the team find better ways of getting the job done.
C. helps use the talent and expertise of all members.
D. works hard to reach the team’s goals and beat the competition.
E. All of the above

8. Call centers are all about information and sharing this information with
customers.
A. True
B. False

9. No amount of paid advertisement can make up for the damage that even
one dissatisfied customer can create.
A. True. This is the worst kind of advertisement a business can get.
B. False. People will pay more attention to what is said in paid
advertisements than what unhappy customers have to say.

10. When dealing with an upset customer, it is most important to:

A. resolve his or her problem as quickly and effectively as possible.
B. not let him bother you or get you down.
C. tell him or her to stop complaining.
D. keep from letting this problem interfere with other business.

4
Pre-Assessment (continued)
Correct Answers

1. A
2. D
3. B
4. D
5. B
6. A
7. E
8. A
9. A
10. A

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Learning Point 2

The Call Center—

A Demanding Place to Work
Sometimes, especially when you are particularly busy, a call from a customer
can seem like a nuisance or interruption. This is of course, understandable. Call
centers can be a very hectic and fast-paced environment to work in at times.
There are many demands on your time, not only from the incoming calls you
must answer, but from other sources as well. Your supervisor and co-workers
often ask things of you that also demand your limited time. Often you feel more
like you are performing a juggling act in a circus than working in a call center
serving customers. But remember: No matter how busy you are, the customer is
why you are in business and you must provide quality service at all times.

6
Learning Point 3

Customer Priority
Despite how busy you might be, the
point that you always have to
remember is that it is because of the
customers that the call center exists
and why you work there. You need to
always keep in mind that famous creed
of all businesses: The customer is
Number 1. When a customer calls your
call center, he or she expects a certain
level of service and courtesy. The
customer has a need that only you can
help serve. The customer depends on
you to provide your service and exper-
tise in addressing whatever his or her
need or problem might be.

It is paramount that you make the

customers calling your call center feel
as if you are there to be of service and
are willing and able to help them. You
should make them feel that meeting
their needs is the most important task you have before you. Think about how you
feel when you call someone for help on the telephone. We have all experienced
times when we were treated with poor service or lack of courtesy. Remember
how that made you feel? Did you want to do business with that organization
again? Probably not. That is certainly not how you want your customers to feel
after reaching you on the telephone. Treat your customers as you would like to
be treated.

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Learning Point 4

Customer Service Tips

• Let the customer know that you are interested in helping him or her resolve
their problem or receive the services/products they are ordering.

• Be patient with the customer, even if he or she doesn’t have all the informa-
tion you need to be of service.

• Help the customer find whatever information is needed to provide service to

him or her.

• Find out any information you might have access to for the customer rather
than asking him or her to find it him- or herself.

• Make the customer feel as if helping him or her is the most important goal
you have.

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Learning Point 5

Response Exercise
Evaluate each of the following responses by a customer service representative
and identify which one would be perceived by the customer as positive and which
one negative:

“I’m sorry sir, but we don’t have that item in stock and we don’t expect to
get it in before Christmas. You’ll just have to try someplace else.”

(Correct answer: Negative)

“I’m sorry sir, but I’m afraid that item is currently out of stock and it
doesn’t look like we will be getting any more in before Christmas. Could
I suggest some other comparable products that we do have that might
also be acceptable?”

(Correct answer: Positive)

What makes the difference between the one response being a positive one to the
customer and the other being negative?

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Learning Point 6

Customer Service Factoids

You usually get only one chance to
make a good impression on a
customer when he or she calls.

Making sure that you make the

customer feel as if his or her needs
are the most important thing you
have to deal with at that moment
of contact will help ensure their
continued business in the future.

The customer is still Number 1; you

need to treat him or her that way.

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Learning Point 7

Service Never Goes

Out of Style
There are many trends and fads that
come and go in the call center
business. One year, a certain style or
idea might be popular with customers,
and the next year something else
comes along and takes its place. And
in some businesses, it might be
important to keep up with these trends
to maintain your customers’ satisfaction
and happiness. However, there is at
least one thing that will always be
important to your call center’s
customers and that is receiving quality
service. Regardless of what business
you are in, what fads are currently
popular, or what trends everyone is
following—service never goes out of
style.

It is easy to sometimes get distracted by other things that at the time might
appear to be more important to the customer. Even the customer might believe
that this new trend is the most important thing to their success. And to some
extent, this perception might be true, at least for the short term. But again,
service will ultimately surface as a critically important criterion to the customer’s
satisfaction and success. Once the newness or novelty of the latest fad wears
away, the customer’s most basic need for quality service will become very
apparent.

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Learning Point 8

Service Is Timeless
Providing the best possible service to your customers constantly needs to be
your number one priority. You need to be careful not to be distracted by other
things that could take you away from this very important objective. There are
many things that compete for your time and attention that can seem to be more
important at the moment. But nothing is more important than providing excellent
service to your customers. This is true today and will be true tomorrow and as
long as you are in business. Service is timeless and will never be less important
than it is today.

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Learning Point 9

More Customer Service Factoids

Ultimately, there is nothing more
important to your customers than
service.

No fad, gimmick, give-away, gift,

sales promotion, incentive, discount,
or any other marketing tool will ever
replace the need for good old-
fashioned customer service.

Ultimately, there are three things

that are most important to your
customers: service, service, and
service.

13
Learning Point 10

Call Center Service Self-Test

Self-Test
1. What is the one thing that will never go out of style when dealing with your
customers?
A. The latest fad
B. The current style
C. Service

2. Service can be described as:

A. expensive.
B. unnecessary.
C. overrated.
D. timeless.

3. Providing the best possible service to your customers constantly needs to be

your number one priority.
A. True
B. False

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Call Center Service Self-Test (continued)
Correct Answers
1. C. Service. Service will always be important to your customers regardless
of what styles or fads may come and go.

2. D. Timeless. Service will be as important tomorrow as it is today to your

customers. Service will always be important to your customers.

3. A. True. Although it is often easy to become distracted by other seemingly

more important things, service always needs to be your top priority.

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Learning Point 11

More Customer Service Tips

• Even if you are able to offer some sort of incentive to your customers who
call your center, don’t forget that ultimately it will be the quality of the service
they receive that will determine if they will continue to do business with you
again in the future.

• Gifts, fads, and gimmicks can’t replace good customer service.

• It is the service that customers receive that they will remember the most, not
the marketing gimmick or promotion that got them to call in the first place.

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Learning Point 12

Missions Accomplished
A mission is more than just something you see in the movies, depicted as an
impossible assignment that only the likes of Tom Cruise can accomplish.
Missions can also be statements created by a call center to communicate to
everyone what it is committed to achieving and the goals it will work to obtain. A
call center’s mission can be very useful in helping both its customers and
employees better understand these commitments and goals of the business. By
gaining this better understanding, everyone can help work toward achieving
these important objectives.

Do you know what the mission is for your call center? Perhaps it is in your
employee handbook, training manual, reception area, or the bulletin boards in
your center. Or ask your supervisor if a mission has been established for your
center. Even if one has not been formally written and posted, find out what the
overall operating philosophy and objectives of your call center are. You might
also ask the call center manager or others in leadership roles to share this
information with you.

17
Learning Point 13

Your Personal Mission Statement

Do you have a mission of your own concerning your role as a customer service
representative? How would you describe what your commitment and goals are in
your job? How could creating a mission statement for yourself help you do your
job better and allow you to focus more on your personal goals for the future?

When developing a personal mission statement:

• Look at ways that your mission statement supports the overall mission of the
call center. How can one support the other and vice versa?

• Make sure your personal objectives and those of the organization are
compatible.

• Review your personal mission statement with your supervisor or other

managers at the call center.

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Learning Point 14

Writing Your Mission Statement

In the space below, briefly write what your personal mission statement would be
concerning your role at the Call center. In writing this mission statement, it might
be helpful for you to think about what your goals and objectives were when you
began this job and what you can do to achieve them.

Your Personal Mission Statement

19
Learning Point 15

Mission Statement Factoids

Mission statements help everyone
better understand what goals and
commitments they are working
toward each day.

Mission statements can help you

better measure your progress
toward these goals.

Mission statements give everyone

a better sense of direction to where
they are headed in the future. They
serve as a “road map” to where you
are going both as an organization
and personally as an employee.

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Learning Point 16

Part 1: Customer Service

Key Learning Points
1. In truth, a call from a customer especially when you are busy is:
A. an interruption.
B. a nuisance.
C. an opportunity to be of service to the customer.

2. Whose needs are most important when you receive a call from a customer?
A. Yours
B. The customer’s
C. Your co-workers’

3. Service will never go out of style.

A. True
B. False

4. Promotions designed to get customers to call into your center are most
useful when they are:
A. relied upon entirely to satisfy the customer’s needs.
B. ignored by customer service representatives completely.
C. considered to be nothing more than a gimmick to bring in calls.
D. followed up with excellent customer service and assistance.

5. A mission statement is an excellent way to communicate what the goals and

operating philosophies of an organization are to both customers and to
employees.
A. True
B. False

21
Part 1: Customer Service
Key Learning Points (continued)
Correct Answers
1. C. an opportunity to be of service to the customer.

2. B. The customer’s. Serving the customer’s needs will always be the most
important task you have before you. Make his or her needs your number one
priority at all times.

3. A. True. Fads and trends will come and go, but service will never go out of
style.

4. D. followed up with excellent customer service and assistance.

Promotional campaigns are a great way to bring more business into the call
center, but service will ultimately always be what keeps them coming back.

5. A. True. Mission statements help everyone better understand what the

organization stands for as well as its goals for the future.

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Part 2:
Developing Telephone Skills

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Learning Point 17

Really Listen to the Customer

In his popular book Seven Habits of Highly Effective People, Stephen Covey
advises that we should “seek first to understand then be understood.” What this
means is that if we really listen to what others have to say, we ultimately will be
better understood ourselves. As Dr. Covey teaches, too often we listen with the
intent to respond, not to really understand what the other person has to say.

25
Learning Point 18

Give “Really Listening” a Try

Next time you are talking with your customer, try to follow Covey’s advice. Don’t
think so much about what you are going to say in response to the customer, but
rather focus on what he or she might be really trying to tell you. The customer
might just be telling you how to keep their business or get more of it in the future.
The best way to have your customers understand you is to first understand them.
Really listen to your customers and they will be more likely to listen to you.

26
Learning Point 19

Listening Tips
• Let the customer know that you are interested in what he or she has to say.

• Ask clarifying questions or politely request that he or she repeat certain

things to ensure your understanding.

• Be empathetic to any problems the customer tells you about and listen for
what the customer tells you he or she would like to have corrected.

• Remember that it is not what you say that is as important as how you say it.
Be careful you are not giving the customer the wrong message by your tone
of voice or attitude on the phone.

27
Learning Point 20

Listening Skill Practice

Try the following listening skill practice with someone else to help you learn to not
only hear, but also understand your customers.

Have the other person play the role of one of your customers. Pretend that you
are both on the telephone (hold imaginary telephones to your ears) and have the
person tell you something concerning the product or service that you provide as if
they were one of your customers.

Now for your part. You are to focus entirely on what the other person is trying to
tell you. Do not try to address or answer the concern or statement the person has
expressed until you fully understand what he or she has said. In order to
accomplish this objective, you need to focus all your attention on what the other
person is saying, not on how you will respond.

One very effective technique to help you listen at this level to your customers (as
well as others) is to repeat back to the other person what you heard him or her
say. This might go something like this: “Let me see if I understand what you are
telling me. You would like to have at least 24-hours notice before delivery is
made to you so that you can make sure you are available to receive the delivery.
You would prefer to receive a telephone call telling you that the delivery is on the
way rather than an e-mail since you might not always have immediate access to
your computer, but would be near a telephone. However, it will be all right to
leave these notification messages on your answering machine if you are not
there. Is this an accurate description of what you want me to do in the future?”

The person playing the part of your customer should either confirm the accuracy
of your response or clarify/correct any inaccuracies of your response. If there is a
need to clarify or correct, you should repeat the exercise until you have restated
what the other person said to his or her complete satisfaction.

28
Learning Point 21

Listening Factoids
We can listen at a rate of about 800
words per minute, but most normal
conversation is presented to us at
about 150 words per minute. This
gives us a lot of extra time.

What you do with this extra time is

critically important to how effectively
you listen to the customer.

You need to resist the natural temp-

tation to think about other things and
focus on what the customer is
telling you. In this message will be
what you need to know in order to
meet the customer’s requirements.

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Learning Point 22

Building Rapport on the Telephone

Building rapport involves finding out what the customer is interested in and
developing a dialogue with him or her on these subjects. This doesn’t have to
take a great deal of time; usually only a few moments or seconds of the call need
to be taken up with this rapport building. Rapport sets the stage for the business
discussions that subsequently follow as part of providing service to the customer.
This brief investment in developing rapport with the customer can help make him
or her more relaxed and confident in you. Often it is this small talk that makes the
biggest difference to the customer.

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Learning Point 23

Rapport Building Tips

• Find common interests that you and the customer share.

• Ask the customer about their interests or hobbies.

• Inquire about the weather in the part of the country from which the customer
is calling.

• Comment about an upcoming holiday or event that is about to take place.

• Ask about a local sports team of the customer.

• Comment about the part of the country that the customer is from.

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Learning Point 24

Rapport Examples
The following are a few examples of ways to build rapport with customers calling
into a call center:

• Good morning. How are you doing today?

• How’s your day going so far?

• Where are you calling from?

• How is the weather there?

• Oh, you are from Dallas. I saw the Cowboy’s game on TV last weekend.

• Are you ready for the holidays yet?

• Didn’t you get a big storm in that part of the country the other day?

• Seems like everybody is busy these days. Hopefully I can make things a little
easier for you.

• Yes, I know just what you mean.

• It will be no problem at all. I’m glad to be of service to you today.

32
Learning Point 25

Your Rapport Builders

Now, think of some rapport builders of your own (or adapt some of those sug-
gested in the previous activity) that you would be most comfortable using with
customers calling you.

33
Learning Point 26

Rapport Building Factoids

Building rapport involves developing
a better relationship, understanding,
bond, link, or connection with your
customers.

Your customers will be more

comfortable dealing with you if you
spend a few moments of the call
building rapport with them.

Spending a few seconds building

rapport with your customer will
make the rest of the call go more
efficiently and achieve better results.

34
Learning Point 27

Understanding the Customer

Really trying to understand your customers requires some effort. However, no
matter how hard you try, you might never really gain as complete an under-
standing of your customers as you would like to have. But the better you do learn
to understand them, the better the service will be that you provide to your
customers. Gaining this understanding goes beyond just learning more about the
customers’ needs (not that this information about them is not critically important
to know). Really beginning to understand the customer involves learning what
they are all about on a more personal level. You need to get an idea of what
motivates the customer. Because the nature of your work in a call center might
not normally involve you dealing with the same customers very frequently or
even at all, you might need to better understand what your customers are all
about as a whole. Learn more about the typical profile of a customer who calls
into your call center. Find out more about what their needs are and situations in
which they might contact you.

Learning to better understand the customer will lead you to better understanding
how to gain and ultimately keep their business. Take the time and effort
necessary to really get a better understanding of your customers either
individually or as a whole. You will both end up understanding each other
better as a result.

35
Learning Point 28

Understanding the Customer Tips

• Don’t jump to conclusions or just assume that you know what the customer
wants.

• Ask questions of the customer to gain a better understanding of his or her

needs.

• Find ways to learn more about your customers in general.

• Do some research of your own.

• Keep notes about customer trends.

• Look on the Internet.

• Read articles.

• Find studies on consumers.

• Read what your customers read.

36
Learning Point 29

Customer Profiles
Profiling your customers as a group might be difficult to do accurately since
people are so diverse and come from such varied backgrounds. However, a
business such as your call center will typically attract customers with similar
demographic characteristics. For instance, if a call center provided services to
consumers’ homes, the typical caller might be female, be a homemaker, have
children, have a household income of a certain level, be of a certain age, etc.
Medicare-related services would typically involve older or elderly customers.

Based on your understanding of and experience in dealing with your customers

who call into your call center, how would you profile your customers?

Age: Gender:
Occupation:
Income level:
Part of country:
Most interested in what product or service:
Most frequently asked question:
Buying patterns:
Greatest concerns:
Selling tips:
Other factors:

37
Learning Point 30

Understanding the Customer Factoids

The more you learn about your
customers, the better you will
understand how to be of service
to them.

There are many sources of

information available to you to learn
more about your customers as a
whole.

Your employer can provide you with

additional information about your
customers. Ask for this information
and for other resources that could
help you gain this understanding of
your customers.

38
Learning Point 31

Part 2: Developing Telephone Skills

Key Learning Points
1. When listening to your customers, you should focus on which of the
following?
A. On what you are going to say next
B. On what you think the customer will say next
C. On the last call you took
D. On really trying to understand what the customer is saying

2. We can listen at a much faster rate than we typically receive messages from
others.
A. True
B. False

3. Learning more about your customers will lead you to a better understanding
of how to gain and ultimately keep their business.
A. True
B. False

4. Because you typically deal with so many customers who call in and possibly
not the same ones, it is not important to build rapport with your customers.
A. True
B. False

5. How you say something to a customer can be as important as what you say.
A. True
B. False

39
Part 2: Developing Telephone Skills
Key Learning Points (continued)
Correct Answers
1. D. On really trying to understand what the customer is saying.
Effective listening requires you to focus all your attention on what the
customer is saying.

2. A. True. We can hear at a rate of about 800 words per minute, but most
normal conversation is at a rate of about 150 words per minute.

3. A. True. Learning to understand your customers can and will help you gain
and ultimately keep their business by knowing what they really want from
you.

4. B. False. Even though you might deal with many customers and only for a
brief period, it is still important that you spend a few seconds of each call to
try to build some level of rapport with the customer. This will help you better
serve the customer’s needs.

5. A. True. Customers will get as strong a message by how you say

something as they do from what you say. Be careful that you are not
inadvertently sending the wrong message to your customers.

40
Part 3:
Tools of the Trade

41
This page intentionally left blank
Learning Point 32

Customer Service Tools

Every profession has its tools of the trade, as do you as a customer service
representative in a call center. Each tool is designed for a specific purpose and
use. Using the wrong tool for the job can cause many problems. For example,
think about what would happen if a carpenter would try to use a hammer when a
saw was needed for the task to be performed. In this case, the carpenter would
likely cause more harm than good trying to perform the job using the wrong tool.

43
Learning Point 33

Using the Wrong Tool

As with the carpenter in the previous Learning Point, the same is also true for
you in your role at the call center. Using the wrong tool can be just as disastrous
for you and your customers. It could cause you to provide incorrect information,
send goods or services to the wrong places, and ultimately lose customers.

There is also a danger in overusing the same tool for every situation. Even
though it might be a very good tool, it might not always be the right solution. Said
another way, if you have only one tool, you will try to use it in every situation,
even if it is wrong for the job or task. You need to have a number of tools
available to you to solve problems for your customers. The more tools you have
to use and the better you know how to use them, the better service you will be
able to provide to your customers.

44
Learning Point 34

Tools of the Trade Tips

• Learn to use as many “tools” as you can to help your customers and to
perform your job more efficiently.

• Don’t over-rely on just one or two tools to do your job.

• Learn which tool works best in different situations and use that tool to solve
your customers’ problems and meet their requirements.

45
Learning Point 35

Customer Service Toolbox

The following are some suggested tools of the trade for a customer service
representative in a call center. Add to the list any other tools that you use or need
to do your job. Then place these tools in the toolbox shown below to have ready
the next time you need them.

Tools Tool Box

Customer information

Computer skills

Product/service data

Delivery schedules

Shipping information

Pricing

Codes

Local and state tax costs

Federal and state regulations

Accessory products

Technical terminology

Contact persons

Other tools:

46
Learning Point 36

Tools of the Trade Factoids

If the only tool you have is a
hammer, every problem tends to
look like a nail.

Having the tools you need is only

half the job. The other more
important part is learning how to use
them.

Just like a carpenter, you need to

take care of your tools to make
sure they are in good working order
the next time you need them.

47
Learning Point 37

Be a Problem Solver
When you think about it, much of your job as a customer service representative
is to be a problem solver for your customers. Your customers want to hear about
solutions, not problems. The more problems you can keep away from your
customers, the more satisfied they will be. Things like excuses, delays, “passing
the buck,” broken promises, and other responses to problems other than solu-
tions will only make the customer more unhappy and dissatisfied with your
service. Your goal must be to make the customer’s experience dealing with you
when he or she makes that call to the center as hassle free as possible.
Customers undoubtedly have enough hassles in their lives without you adding to
them unnecessarily. You need to do everything you can to solve any problems
that customers might encounter when calling into the call center. Even better
would be to prevent potential problems from occurring or reoccurring in the
future. Learn from past mistakes and stop repeating them. Sometimes one prob-
lem causes another problem to occur, causing a chain reaction. Breaking this
“chain” can stop the sequence of problems from occurring, eliminating this hassle
for everyone—including you. You will not only reduce the amount of hassle that
your customers experience, but will make life easier for yourself as well.

48
Learning Point 38

Reducing Hassles for the Customer

Sometimes it might seem that eliminating problems for the customer is too much
bother. “Why shouldn’t they share in these problems as well?” you might ask.
After all, aren’t these problems a result of trying to be of service to them? This
might be true, but the bottom line is that a major part of your responsibility to your
customer is to make doing business with you as problem free and effective for
them as possible. There will always be another supplier that the customer can
give their business to if you allow problems to turn them away. If it simply
becomes just too much hassle for the customer to buy from you, it won’t take
them long to take their business elsewhere.

49
Learning Point 39

Problem-Solving Tips
• Let the customer know that you are committed to solving any problems they
might experience with your product or service.

• Study what typically causes problems for your customers and find ways to
prevent these problems from reoccurring.

• Customer satisfaction is related to the number of problems they experience

when calling into your call center.

50
Learning Point 40

Checklist for Problem-Free

Customer Service
Review the following checklist to see if you are providing problem-free customer
service. Mark each item on the checklist that you believe you are currently
providing your customers:

On time. The product or service is provided to the customer when

expected.

No surprises. The product or service is exactly as expected and

promised.

Quality. The quality of the product or service meets the customer’s

requirements.

Reliability. The quality of the product or service meets the customer’s

requirements every time it is provided.

Courtesy. The service that is provided to the customer is friendly,

effective, efficient, and focused on keeping the customer happy.

51
Learning Point 41

Problem-Solving Factoids
Customers don’t want to near about
problems—they want to hear about
what your product or service can do
for them. Presenting nothing but
problems to a customer will very
likely drive them away.

Customers don’t want to be burdened

with hassles that can be resolved
without their involvement. They have
enough of their own problems without
you adding to them.

Providing problem-free customer

service requires more effort. If you don’t
provide hassle-free service, someone
else will.

Solving one problem might help resolve

other problems.

There might be some problems that are

necessary to share with the customer.
This can be a judgment call. There might
be certain situations or circumstances
where it is necessary to tell the customer
that a problem exists. But it is equally
important even in these circumstances
to develop and implement corrective
action to resolve the problem.

52
Learning Point 42

Building Customer Confidence

Of course, no call center is perfect, but you need to be the very best you possibly
can be when you provide services to your customers. Your customers don’t really
expect you to be perfect in the services you provide for them, but they do want
you to try to do your best. In other words, they want you to try to be as perfect as
you can.

Customers will tolerate your imperfections if they know you are trying and will
understand the limitations you might have to being perfect all the time. It is not
necessarily perfection that customers demand, but the pursuit of excellence that
gives them confidence in you.

53
Learning Point 43

Customer Confidence Tips

• Educate your customers about your business. Give them a better under-
standing of some of the daily challenges you must face.

• Help the customer understand what some of the quality issues are that you
must resolve before your product or service is delivered to them.

• Let the customer know what quality checks are in place to ensure that the
level of quality they expect from you is received.

• Let the customer know in advance if you anticipate any quality problems so
that they can be better prepared for these occurrences.

• Do everything you can to correct any problems that exist as quickly as

possible.

54
Learning Point 44

Hitting the Target

How close to perfection do you come on the target below in gaining your
customers’ confidence in your ability to provide the best possible quality services
and/or products?

Mark both where you would place your current performance and where you
would like to be in the future.

Goals:

• Perfection = Zero mistakes

• Meeting Quality Standards = Consistently conforming to customers’

requirements

• Corrective Action Process = When a mistake or problem exists, Actions

are taken to prevent the problem from reoccurring again in the future

• Problem Solving = Problems are corrected as they occur

55
Learning Point 45

Customer Confidence Factoids

Perfection might not always be
possible, but it needs to be the goal
you are constantly striving to reach.

Customers have high standards

for quality products/services and
customer service. You need to do
everything you possibly can to
meet these standards.

Your customers will understand if

you are not always perfect if you
give them confidence that you will
take corrective action to address
any problems that might exist.

56
Learning Point 46

Part 3: Tools of the Trade

Key Learning Points
1. Using the wrong tool for your job can be disastrous for both you and your
customers.
A. True
B. False

2. It is unrealistic for customers to expect not to have any problems when

buying from you.
A. True
B. False

3. If you don’t provide problem-free service to your customers, someone else

will.
A. True
B. False

4. The customer needs to know all the problems you have to deal with to be of
service to them so that they will appreciate your efforts.
A. True
B. False

5. Your customers don’t really expect you to be perfect all the time in the
services you provide for them, but they do want you to try to do the best job
you can.
A. True
B. False

57
Part 3: Tools of the Trade
Key Learning Points (continued)
Correct Answers
1. A. True. Using the wrong tool could cause you to provide bad information,
send goods or services to the incorrect addresses, and can ultimately cause
you to lose customers.

2. B. False. Customers deserve to have problem-free service when they buy

your product or service. It is your job to ensure to the best of your ability that
this is the case.

3. A. True. There is always going to be someone else who would love to get
your customers’ business. They will do everything possible to provide
problem-free service to your customers if you give them the opportunity.

4. B. False. Although it can be argued that customers do need to be informed

of certain problems that occur when providing service to them, there are
many other problems that they just don’t need to be bothered with.

5. A. True. Customers will tolerate your imperfections if they know that you
are trying and will understand the limitations confronting you when you try to
be perfect all the time. It is not necessarily perfection that customers
demand, but the pursuit of excellence that gives them confidence in you.

58
Part 4:
Working in Customer
Service Teams

59
This page intentionally left blank
Learning Point 47

Teamwork
A member of any team has a responsibility to him- or herself and to his or her
teammates. A team's performance is made up of the results of each member's
individual performances. Each team member must strive to do their best to reach
their own goals and personal performance standards. Teamwork can help take
an individual to higher levels of performance by the support other members
provide one another. Each person must perform to the best of his or her ability—
not just for themselves, but also for the team.

Most important to a work team is that each person supports the team and con-
tributes to its success in whatever way he or she can. Work teams often seek to
find better ways of getting the job done than the inefficient methods of the past.
Work teams use the talent and expertise of each of its members. A member of a
work team must have the same kind of commitment as that of a player on a
sports team striving to become champions. Both an athlete and a member of a
work team must work hard to reach their goals and ultimately be better than the
competition in order to be successful.

61
Learning Point 48

Synergy
2+2>4
Synergy is one of the greatest benefits of teamwork. Synergy means that the
combined efforts of the team are greater than the individual efforts of its
members. With synergy, 2 + 2 > 4. In other words, two people’s efforts plus two
more people’s efforts equal a result much greater than that of what four people
could accomplish working independently.

62
Learning Point 49

Teamwork Tips
• The more ways you can find to create teamwork in your work group, the
greater the results you will achieve.

• By gaining the insight and experience of more people, you can create better
ways of getting the job done.

• Everyone must contribute to the success of the team in order for the group to
be successful.

63
Learning Point 50

Teambuilding Exercise
Select from this list the correct answer for each of the following questions. The
correct answers follow this exercise.

Training Continuous improvement Measures

Synergy Competition Conflict
Standards Cross-functional Support
Boundaries Accountability Mission
Consensus Paradigms Customer focus
Strategy Commitment Trust
Diversity Collaboration Growth
Listening Recognition
Change Feedback

1. _______________ means that everyone agrees on what the team

should do.
2. _______________ means working together toward a common goal.
3. When team members are _______________, they are ready and able to
perform a variety of the functions of the team.
4. _______________ provides the instruction, information, experience, and
opportunity for team members to improve their job-related skills.
5. What is the greatest communications challenge? _______________
6. _______________ means accepting personal responsibility for the
performance and results of a particular function of the team.
7. The providing of resources, both economic and emotional, that are needed
to ensure the success of any teamwork initiative in the organization is called
_______________.
8. Providing information to team members that will help them improve their
performance is _______________.
9. The combining of human abilities and energies. _______________
10. A process that results in every improvement, no matter how slight, to be
viewed as important to ultimately achieving the team’s goals is called
_______________.

64
Teambuilding Exercise (continued)
11. _______________ set limitations and boundaries for team members
concerning the way they see their role on the team.
12. _______________ are requirements, rules, regulations, and goals that must
be met or exceeded for the team.
13. A _______________ should serve as a roadmap to the future for everyone
on the team to follow.
14. In a work setting, _______________ define the scope and responsibilities of
each team member’s job.
15. Any struggle between people or groups to gain something of value at the
expense of someone else is _______________.
16. _______________ is the constant state of things becoming different than the
way they presently are today.
17. _______________ is a dedication to achieving a goal or an objective of the
team.
18. _______________ on a team relates to its members acquiring new skills and
abilities that add value to their contributions and potential.
19. _______________ is defined as disagreements and differences in opinions
or viewpoints that people have within a team.
20. Providing positive attention in the form of reinforcement for people’s behavior
and results is _______________.
21. A plan, course of direction, and operating philosophy that provide guidance
for the team to reach their goals is called _______________.
22. _______________ is created when there is the feeling that this support will
always be provided under any circumstances.
23. Keeping track of how the team is performing in relation to agreed-upon goals
is referred to as _______________.
24. _______________ is the understanding that the team’s ultimate focus must
be on the customer and meeting their requirements.
25. The many and varied ways in which people are different from one another in
the workplace is called _______________.

65
Teambuilding Exercise (continued)
Correct Answers
1. Consensus
2. Collaboration
3. Cross-functional
4. Training
5. Listening
6. Accountability
7. Support
8. Feedback
9. Synergy
10. Continuous improvement
11. Paradigms
12. Standards
13. Mission
14. Boundaries
15. Competition
16. Change
17. Commitment
18. Growth
19. Conflict
20. Recognition
21. Strategy
22. Trust
23. Measures
24. Customer focus
25. Diversity

66
Learning Point 51

Teamwork Factoids

Synergy is one of the most powerful

forces at work. With the help of
synergy, 2 + 2 > 4.

Greater results are achieved through

teamwork. Teamwork can create a
more productive work environment
for everyone.

Sports teams and groups of people

working together on the job share
many of the same goals for success.
each wants to be the best that they
possibly can be and beat the
competition.

67
Learning Point 52

Cubicle Neighbors
The very nature of most call center work environments requires a certain amount
of teamwork on the part of all employees. Call centers are typically structured in
a cubicle office setting in which customer service representatives work in close
proximity of one another. This closeness requires cooperation and consideration
for one another. Working together as a team will greatly enhance the ability of
everyone to do his or her job effectively in this type of setting.

68
Learning Point 53

Cubicle Rules
Being a good “cubicle neighbor” is one way to achieve the teamwork and
cooperation needed in call centers. The rules for being a good cubicle neighbor
are really no different than those in the neighborhood in which you reside. There
are many things that neighbors can do for one another to help and support each
other. Many of the lessons we learn from the time we are growing up certainly
apply in the cubicle workplace of today’s call centers. Such lessons as “One
good turn deserves another” or “One hand washes the other” can easily be
applied in this work setting. This is just another situation where the Golden Rule
certainly applies. You need to treat your neighbor exactly as you would hope and
expect to be treated yourself. It is also important to respect each other’s personal
space even though the borders between one another might be very close and
unclear at times. You also need to respect each other’s privacy, although it might
be hard or even impossible not to overhear what is being said just a few feet
away from you.

Resp ect ea ch T r e a t y ou r
other's privacy n e i g hb o r a s
y o u w o u ld
H e lp a n d ho p e t o b e
s up p o r t y o u r treated
ne i g h b o r yourself

69
Learning Point 54

Be a Good Neighbor
Think of ways in which you can help your co-workers in the cubicles next to or
near where you work. Provide support and resources to one another. Help one
another serve your customers the best way you possibly can by working
together. Be a good neighbor both at work and at home, and everyone will
benefit as a result.

70
Learning Point 55

Cubicle Neighbor Tips

• Treat your neighbor in the cubicle next to you the same way you wish to be
treated yourself.

• Respect the personal space of your cubicle neighbor even though the
boundaries might often be unclear.

• Respect the privacy of your neighbor as much as possible.

• Use the close proximity of co-workers in the call center environment to help
and support one another.

71
Learning Point 56

Good Cubicle Neighbors Exercise

What are some ways in which you can help your cubicle neighbor and vice
versa?

In what ways would being a better neighbor with the people in the cubicles next
to you help you do your job better?

What are some other benefits of being good cubicle neighbors with one another
in your call center?

72
Good Cubicle Neighbors Exercise (continued)
How can you work each day by following this motto?

Be a good
cubicle neighbor.

73
Learning Point 57

Cubicle Neighbor Factoids

Customer service representatives
must work closely together, typically
in sets of teams in a series of
cubicles. This can cause many
potential problems if people aren’t
courteous of one another in these
close work settings.

Being a good cubicle neighbor

involves respect, consideration,
resource sharing, knowing each
others’ boundaries, and most
importantly, teamwork.

The Golden Rule applies as much

to people working in a call center
environment as it does in any other
situation.

74
Learning Point 58

Information Sharing
Call centers are all about information and
sharing this information with customers.
Customers call the centers to receive
information or to give information about
something they want and need.

Customer service representatives can help

each other by sharing information
concerning customers, product or service
updates, trends, recent changes, new
developments, and even the latest gossip.

Sharing information is much like the old

adage, “You have to give to receive.” In
other words, the more information you
share with others, the more you will
receive in return.

75
Learning Point 59

Outdated Information
Information is the most important aspect of any business, especially a call center.
It must be kept absolutely current and accurate, and any changes need to be
communicated to others as quickly as possible. In the business of call centers,
keeping information current can be one of the greatest challenges you face.
Outdated information can cause big problems for not only your customers, but for
yourself and co-workers. It is like reading yesterday’s newspaper for current
information; it just doesn’t work. The more you can work together as a team to
ensure that information is current and accurate, the easier your job will be and
the fewer problems you are likely to encounter.

76
Learning Point 60

Information Tips
• Information in a call center is valuable. Treat it with respect and protect it as
much as possible.

• The more information you share, the more you will receive.

• Information must be current and accurate to be useful. Make sure you have
the latest information.

77
Learning Point 61

Information Sharing
Word Search Exercise
Find the following words relating to information sharing below:

Document
Communicate
Sharing
Current
Develop

C D R O W E P E E X U T O
H O X G E G Q G U P W T M
J C M V L V S S I X S F D
N U Y M C D E W N C V G I
X M A X U D R D F E E W Y
U E S C R N V J O H E D A
W N C W R S I V R S A E U
Q T O Y E X C C M B D V B
G C Q Q N B E H A A W E M
D X E S T E A Z T T P L O
C K D W P E O S I R E O Y
D G R Y T Y U O M O G P W
Y R Y I S H A R I N G V U

78
Information Sharing
Word Search Exercise (continued)
Correct Answers

C D R O W E P E E X U T O
H O X G E G Q G U P W T M
J C M V L V S S I X S F D
N U Y M C D E W N C V G I
X M A X U D R D F E E W Y
U E S C R N V J O H E D A
W N C W R S I V R S A E U
Q T O Y E X C C M B D V B
G C Q Q N B E H A A W E M
D X E S T E A Z T T P L O
C K D W P E O S I R E O Y
D G R Y T Y U O M O G P W
Y R Y I S H A R I N G V U

79
Learning Point 62

Information Sharing Factoids

By working together as a team, you

can help ensure that information
is kept current and accurate.

Information can become outdated

very quickly. This causes problems
for not only your customers, but for
yourself and co-workers as well.

Information is the lifeblood of a call

center. Protect and nurture it at all
times.

80
Learning Point 63

Part 4: Working in Customer Service Teams

Key Learning Points
1. Teamwork can help take an individual to higher levels of performance by the
support other team members provide.
A. True
B. False

2. Sports teams and groups of people working together on the job share many
of the same goals for success.
A. True
B. False

3. Which of the following would be good rules for cubicle neighbors to follow?
A. One good turn deserves another.
B. One hand washes the other.
C. You need to treat your neighbor exactly as you would hope and expect
to be treated yourself. It is important to respect each other’s personal
space even though the borders between one another might be very
close and unclear at times.
D. You need to respect one another’s privacy, although it might be hard or
even impossible not to overhear what is being said just a few feet away
from you.
E. All of the above.

4. Information must be kept absolutely _______ and _______.

A. Current, accurate
B. Secret, restricted
C. On an as-needed, need-to-know basis
D. Lost, found

5. Information is the lifeblood of a call center: Protect and nurture it at all times.
A. True
B. False

81
Part 4: Working in Customer Service Teams
Key Learning Points (continued)
Correct Answers
1. A. True. Teamwork creates synergy, allowing groups to achieve greater
accomplishments than individuals could working independently.

2. A. True. Each wants to be the best they possibly can be and beat the
competition.

3. E. All of the above. Each of these answers would be good ways to be a

good cubicle neighbor.

4. A. Current, accurate. If information isn’t kept current and accurate for your
customers, it might cause more harm than good.

5. A. True. Information is the most important resource that a call center

possesses.

82
Part 5:
Call Center Customer Relations

83
This page intentionally left blank
Learning Point 64

Reputations
There are certain types of reputations that even money can’t buy. No print, radio,
or television advertisement can even begin to compare to the influence of this
type of message to potential and existing customers. This kind of advertisement
affects the image of the call center and what others say about them. Of course,
paid advertisements might influence the call center’s image, but these can’t
completely control what the outside world thinks. This is something that is based
more on the actual experiences that others have dealing with the call center.

85
Learning Point 65

Advertisement Money
Can’t Buy
No amount of paid advertisement can make
up for the damage that even one dissatisfied
customer can create. Similarly, there is no
greater positive influence than that of a
completely satisfied customer. In either
circumstance, the customer will tell others
about their experiences dealing with you and
they will in turn tell others. It is amazing just
how quickly news such as this spreads
throughout the business community and even
around the world.

86
Learning Point 66

Reputations Tips
• Remember that how you deal with customers is the most influential form of
advertisement that you will ever create.

• No matter how much money is spent trying to change the public’s opinion of
your call center, how you treat customers will ultimately create their
impression of you.

• Actual experiences have the strongest influence on your customers than any
advertisement.

• Word spreads fast. Make sure you are giving customers the type of service
that they will say positive things about.

87
Learning Point 67

Reputations Exercise
What do you believe are the “unpaid advertisements” that might be circulating
around about your call center’s ability to service your customers?

What can you do to influence these advertisements in the future?

If the way you treated customers was written in an advertisement, what would it
say? Write that advertisement below:

88
Learning Point 68

Reputations Factoids
You can’t make up for poor quality or
service by paying for advertisements
that try to portray the call center or
organization you work for in a more
positive way.

There are some things that even

money can’t buy. These include
reputations, customer satisfaction,
and quality.

A dissatisfied customer can be the

worst advertisement in the world.

89
Learning Point 69

Customer Expectations
Customers rightfully expect to receive quality service and/or products when they
call into a call center. If they receive anything less, they are not getting their hard-
earned money’s worth. Not only does this affect the reputation of the business,
but it causes problems for the customer who put his or her trust in the call center
to meet their needs.

90
Learning Point 70

Customer Problems
How you respond to a customer’s problem
that is causing him or her to be upset will
determine if you will ever get their busi-
ness again in the future. In many ways, an
upset customer presents you with your
greatest customer relations challenge.
Your goal should be to turn this upset
customer into a satisfied one who will
want to continue to do business with your
call center. Your customer’s problem
needs to become your problem, one that
you want to have fixed right away.

When dealing with an upset customer,

you must resolve his or her problems as
quickly and effectively as possible. This
might involve doing a number of things to
correct the problem, including providing
both short-term and long-term solutions.
Short-term solutions might involve replacing a defective product or providing
additional service to the customer to correct the problem. Long-term solutions
might involve taking corrective Action to prevent the problem from reoccurring to
the customer in the future. For example, say a customer didn’t receive something
he or she ordered. The short-term solution would involve sending the customer a
replacement product. The longer-term solution would be to find out why this
mistake was made in the first place and taking Actions to correct the problem.
This way the customer will be assured that the next time he or she orders
something from the call center that it will be sent to the right place. This will make
the customer feel better about doing business with your call center and be less
upset about the problem.

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Learning Point 71

Upset Customer Tips

• Hear the customer out. Listen carefully to why the customer is upset.

• Let the customer know that you are concerned and prepared to try to resolve
the problem.

• Take Action to resolve the problem.

• Follow up to ensure the resolution has been implemented.

• Thank the customer for his or her patience.

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Learning Point 72

Dealing with Upset Customers Exercise

Identify each of the following responses as being either acceptable (a) or unaccept-
able (u) to an upset customer. Place an “a” or a “u” in front of each statement.

I am sorry sir, but we simply cannot accept a return without a receipt. If

that is a problem for you, you will just have to talk to someone else. I
can’t change the rules for you.
I am sorry you had to wait so long to be connected. This is a very busy
season for us. You can’t expect us to answer every call on the second
ring this close to the holidays. You should have called earlier.

I did double check as you requested and I’m afraid that we are all out of
that style right now, and it will take at least six weeks for more to come
in. Can I suggest some other alternative products that might also work
for you?
You’re right, I don’t like my job very much and I can’t wait to get out of
here as soon as the holidays are over! And it’s having to deal with
people like you that make me hate it so much.
Yes, I can certainly let you talk to my supervisor. Maybe she will be able
to help you with your problem. I am sorry that I wasn’t able to correct this
situation. I hope you are able to get everything resolved. Please hold on
while I get her.
Yes, you should have received that order by now. There obviously is
something wrong here. I will put a trace on that delivery, and in the
meantime, I will send a new order out to you right away. Let me make
sure that I have your correct address.
Madam, if you would just let me get a word in, maybe I could solve your
problem. Yelling at me isn’t going to get anything accomplished.

I am sorry, but you ordered that before the prices went down. I guess
you’re just out of luck. Have a nice day. Goodbye.

You can return it within 30 days for a full refund, but after that you can
only get a credit return. I am sorry that you misunderstood this policy
when you originally ordered the product. However, we do have many
products available; perhaps I could suggest something else that would
work for you just as well.

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Dealing with Upset Customers Exercise (continued)
Correct Answers
u I am sorry sir, but we simply cannot accept a return without a receipt. If
that is a problem for you, you will just have to talk to someone else. I
can’t change the rules for you.

u I am sorry you had to wait so long to be connected. This is a very busy

season for us. You can’t expect us to answer every call on the second
ring this close to the holidays. You should have called earlier.

a I did double check as you requested and I’m afraid that we are all out of
that style right now, and it will take at least six weeks for more to come in.
Can I suggest some other alternative products that might also work for
you?

u You’re right, I don’t like my job very much and I can’t wait to get out of
here as soon as the holidays are over! And it’s having to deal with people
like you that make me hate it so much.

a Yes, I can certainly let you talk to my supervisor. Maybe she will be able
to help you with your problem. I am sorry that I wasn’t able to correct this
situation. I hope you are able to get everything resolved. Please hold on
while I get her.

a Yes, you should have received that order by now. There obviously is
something wrong here. I will put a trace on that delivery, and in the
meantime, I will send a new order out to you right away. Let me make
sure that I have your correct address.

u Madam, if you would just let me get a word in, maybe I could solve your
problem. Yelling at me isn’t going to get anything accomplished.

u I am sorry, but you ordered that before the prices went down. I guess
you’re just out of luck. Have a nice day. Goodbye.

a You can return it within 30 days for a full refund, but after that you can
only get a credit return. I am sorry that you misunderstood this policy
when you originally ordered the product. However, we do have many
products available; perhaps I could suggest something else that would
work for you just as well.

94
Learning Point 73

Upset Customer Factoids

Failing to try to resolve a customer’s
problem or concern will almost
certainly ensure that he or she
never does business with the call
center again.

You need to do whatever is

reasonably possible to resolve
customers’ problems and concerns.

If certain policies and practices

potentially cause customers to
become upset, these should be
communicated so that everyone
understands them.

Customer problems are actually

opportunities to regain the trust and
confidence of that customer. This
will have a tremendous influence in
determining if the customer will ever
do business with the call center
again in the future.

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Learning Point 74

Building Tomorrow’s Business

It is important to look forward to tomorrow’s business as well as today’s. You
need to build on the relationship you have established with your customers to
develop future business. You have already proven yourself as a reliable and
quality supplier to the customer, thus reducing many of the risks and hassles for
them of beginning a new business relationship. This can be a very important
selling point to your customers as they decide where to take their business in the
future.

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Learning Point 75

Become a Sure Bet for Success

Build on your past with your customers to develop future successes by providing
the very best service you possibly can. This can be far more reliable than many
of the promises and claims they hear from someone they have never done
business with before. You are a sure bet. Give your customers a reason to want
to call you again. Make the service you provide to your customers memorable.
Give your customers the service they want and deserve and they will come back
time and time again.

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Learning Point 76

Building Tomorrow’s Business Tips

• Every success you have with your customers can become a selling point for
future business.

• You need to find ways to make the customer want to continue to do business
with you in the future.

• You have the advantage over other potential suppliers in that you have
already proven to be a quality and reliable supplier.

• Let the customer know that you appreciate their business and ask them to
continue to call the center in the future.

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Learning Point 77

50 Ways to Get Your Customers

To Call Again Exercise
Highlight or mark your “Top 10 List” from the list of 50 ways to help ensure that
your customers keep calling you again in the future with continued business.

50 Ways to Get Your

Customers to Call Again
1. Meet customers’ requirements. 28. Understand the customer’s
2. Do what you say you will do. perspective.
3. Listen carefully. 29. Add value to the process.
4. Be reliable. 30. Build customer loyalty.
5. Be consistent. 31. Be professional.
6. Pay attention to details. 32. Create incentives.
7. Say thank you. 33. Reduce hassles.
8. Ask the customer to call again. 34. Save steps.
9. Deliver the goods. 35. Expedite.
10. Be courteous. 36. Always be honest.
11. Be empathetic. 37. Remember: “The customer is
12. Be trustworthy. always right.”
13. Don’t rely on gimmicks. 38. Honor commitments.
14. Know the product. 39. Follow up.
15. Know pricing information. 40. Don’t pressure customers.
16. Understand policies. 41. Have contingencies.
17. Be tolerant. 42. Offer suggestions.
18. Explain. 43. Reduce “red tape.”
19. Don’t get mad. 44. Take care of the “little things.”
20. Exceed expectations. 45. Have integrity.
21. Innovate. 46. Take pride in your work.
22. Know your business. 47. Make customer service your top
23. Save the customer money. priority.
24. Don’t waste the customer’s time. 48. Take corrective Action.
25. Be positive. 49. Refer to the customer by name.
26. Be proactive. 50. Treat customers the way you want
27. Appreciate your customers. to be treated.

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Learning Point 78

Building Tomorrow’s Business Factoids

A proven supplier is better than any
promise that an unknown supplier
can make to a potential customer.

Customers don’t like surprises,

particularly when it comes to poor
quality and service. They would
much rather deal with a supplier who
is a sure bet when it comes to these
important factors.

Future business is the real lifeblood

of any business. Begin building it
every day.

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Learning Point 79

Part 5: Call Center Customer Relations

Key Learning Points
1. There are certain kinds of advertisements that even money can’t buy. These
advertisements might be either positive or negative to the rest of the world.
A. True
B. False

2. A call center can simply change their public image by purchasing paid
advertisements to cancel out any damaging effects of these unpaid
advertisements.
A. True
B. False

3. The best form of advertisement is a satisfied customer.

A. True
B. False

4. An example of taking a short-term measure to deal with a problem that a

customer might be experiencing would be:
A. immediately replacing the product or service the customer purchased.
B. telling the customer that there is nothing you can do to correct the
problem.
C. telling the customer that a solution to the problem is currently being
worked on and he or she will just have to be patient until the situation is
corrected.
D. telling the customer just to “live with the problem.”

5. There are at least 50 ways to get your customers to call back again in the
future.
A. True
B. False

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Part 5: Call Center Customer Relations
Key Learning Points (continued)
Correct Answers
1. A. True. There are forms of advertisements that cannot be bought,
regardless of how much money someone might spend. These
advertisements might project positive images to the public, but also might
involve negative ones as well.

2. B. False. Even paid advertisements sometimes cannot change the public’s

perceptions created by these unpaid advertisements.

3. A. True. Satisfied customers tell other people about their positive

experiences, which can be the best advertisement you could ever have.

4. A. immediately replacing the product or service the customer

purchased. Even though this will not prevent the problem from reoccurring,
it solves it for the customer at least at this point in time.

5. A. True. See the list of 50 ways in Learning Point 85 and there are many
more for you to discover as you work together with your customers to
provide the best service you possibly can.

102
Learning Point 80

Post-Course Assessment
This post-course assessment provides you with the opportunity to measure your
skill building and learning concerning call center service. Compare your results on
this activity with how your results were in the pre-assessment in Learning Point 1.

1. What three words are most important in dealing with customers calling into
your call center?
A. Profit, earnings, sales
B. Service, service, service
C. Time, work, shifts
D. Problems, solutions, returns

2. You can listen at a rate of about _______ words per minute, but most normal
conversation is at _______ words per minute.
A. 800, 150
B. 1500, 50
C. 2000, 25
D. 3000, 10

3. Building rapport with your customers is important because it:

A. helps set the stage for business discussions to follow.
B. makes the customer feel more comfortable with you.
C. relaxes the customer and gives him or her more confidence in you.
D. All of the above

4. Learning more about the typical profile of a customer of the call center will
help you:
A. understand your customer’s needs.
B. keep your customer’s business.
C. Neither A or B above
D. Both A and B above

5. Customers will respond not only to what you say, but how you say it.
A. True
B. False

6. If you have only one tool for dealing with customers, you tend to see the
solution to every problem the same way.
A. True
B. False

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Post-Course Assessment (continued)
7. Problem-free customer service involves:
A. being on-time.
B. no surprises.
C. quality.
D. reliability.
E. courtesy.
F. All of the above

8. Your customers expect you to be perfect all the time.

A. True
B. False

9. Synergy means that the combined efforts of a team are greater than the
individual efforts of its members. Which of the following is an example of
synergy?
A. A team solves a difficult problem by its members brainstorming possible
suggestions that results in a solution being discovered.
B. A customer service representative at a call center asks several co-
workers for help to solve a customer’s problem.
C. Both A and B

10. How are sports teams and teams of people working together at a call center
similar?
A. Both want to be the best they possibly can be and beat the competition.
B. Both want to improve their skills to perform better and better in the
future.
C. Both are focused on achieving increasingly challenging goals.
D. All of the above

11. Which of the following would be a good rule to follow when working with your
co-workers in a call center environment?
A. Respect your co-workers’ personal space.
B. Respect your co-workers’ privacy as much as possible.
C. Treat your cubicle neighbors as you would want to be treated yourself.
D. All of the above

12. One of the most important resources to a call center is which of the
following?
A. Closeness to public transportation
B. Information
C. Parking
D. Availability of shopping nearby
E. None of the above

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Post-Course Assessment (continued)
13. Money can’t buy a call center’s reputation. It must be earned one customer
at a time.
A. True
B. False

14. Resolving a customer’s problem should involve which of the following?

A. Both short-term solutions and long-term corrective Action
B. Costly and inexpensive Actions
C. Practical and impractical answers
D. Popular and unpopular decisions

15. Which of the following are ways to ensure that your customers call you again
in the future?
A. Meet customers’ requirements
B. Do what you say you will do
C. Listen
D. Be reliable
E. Be consistent
F. Pay attention to details
G. Say thank you
H. Ask the customer to call again
I. Deliver
J. Be courteous
K. All of the above

105
Post-Course Assessment (continued)
Correct Answers
1. B. Service, service, service

2. A. 800, 150

3. D. All of the above

4. D. Both A and B above

5. A. True. Often it is how something is said, not what is said that determines
how a message is received.

6. A. True. Like the old saying, “If the only tool you have is a hammer, you
tend to see every problem as a nail.”

7. F. All of the above

8. B. False. Customers do understand that mistakes do happen from time to

time, but they expect you to do whatever you can to correct any problems
that arise and prevent them from reoccurring.

9. C. Both A and B

10. D. All of the above

11. D. All of the above

12. B. Information

13. A. True

14. A. Both short-term solutions and long-term corrective action

15. K. All of the above

106