Customer Service Excellence Module

Handout
Education Customer Service Department

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OBJECTIVE

• Understand the importance of good customer service skills

and excellent communication skills to have great
relationship with the customers.

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CHAPTER DIVIDER

1.0 Introduction to Customer Service

2.0 The Customers & Service Approach
3.0 Delivering Service Excellence

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1.0
Introduction to
Customer Service
TYPES OF SERVICES

• Retail Note:

• Service
• Food and Beverage
• Professional Services
• Beauty
• Healthcare
• Hospitality

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DEFINITION OF SERVICE

• A form of assistance offered to the customer professionally

and ensuring quality is observed to meet customer’s
requirements.

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BUILDING GOOD RELATIONSHIP WITH CUSTOMER

Ability To Answer
Exceed Customer’s
Customer-Friendly Fast Resolutions Question And
Expectations
Queries

• Customer-Friendly: If we want the customer to be friendly with us, we should start first.
• Exceed Customer’s Expectations: Always under-promise and over-deliver, gaining trust.
• Fast Resolutions: Give a fast response to your customer, show your high interest to help.
• Ability To Answer Question and Queries: Always update your product and general knowledge.

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IMPORTANCE OF GOOD CUSTOMER SERVICE

• Improving customer retention: To enhance customer engagement with our service and products.
• Increasing customer lifetime value: To maintain revenue due to the good relationship.
• Boosting customer loyalty: Give good customer service to boost loyalty to the brand and Cody.
• Creating a better customer experience: To maintain long lasting positive experience.
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2.0
The Customers &
Service Approach
WHO ARE THE CUSTOMERS?

Internal vs external customers

• External customers are those who see your company mainly as a provider of
something they buy.
• Internal customers participate in your business by actually being a part of it.

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WAYS TO HANDLE DIFFICULT CUSTOMERS

• Your new best friend customer

• The angry customer

• The know-it-all customer

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THE “YOUR NEW BEST FRIEND” CUSTOMER

• Ask closed questions: Questions which requires a “Yes” or “No”.

• Limit pauses: Avoid speech gaps, don’t give room interruption.
• Provide minimal response: To avoid being carried away.
• Smile and be pleasant: Always smile and be pleasant, control your reactions.

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THE ANGRY CUSTOMER

• Listen carefully without interrupting: Listen without interrupting.

• Stay calm and remain polite: Control your emotions, maintain your professionalism.
• Don’t escalate the problem: Do not turn the issue into a bigger problem.
• Don’t take it personally and don’t blame others: Take note that it is due to the
situation that the angry customers are facing at the moment.

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THE ANGRY CUSTOMER

• Propose action plan and follow it: Follow through, be mindful of the timeline
given to the customer.
• Seek support if you are unable to handle the customer: Always seek support
from your superior if you are unable to handle your customer.

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THE “KNOW-IT-ALL” CUSTOMER

• Acknowledge the customer: Greeting customer with smile and be friendly.

• Compliment them on their research: Give credit to the customer for
researching your product.
• Be generous with praise: Give praises when necessary.
• Ask them questions and use them to improve your knowledge: Ask customers
questions to learn new information.

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5 GENERAL KEYS TO HANDLE CUSTOMERS

1. Listen to customer’s issue: Find out customer needs and wants.

2. Summarize the issue: Show understanding and empathy.
3. Apologize: Understand that it’s not you, it’s the situation.
4. Explain on the further action: Assist customer in finding solution.
5. Proceed with the solution: Execute the solution while keeping customer
updated/in the loop.
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3.0
Delivering Service
Excellence
DELIVERING SERVICE EXCELLENCE
From I&E and CIP:

Attitude

First
Impression

Rapport
Building

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FIRST IMPRESSION

Why does it matter? • A positive first impression can

determine whether a customer decides
to buy from you or a competitor.
• A negative one can cost you both
money and the opportunity to establish
a relationship with a new customer.

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RAPPORT BUILDING

• Why is it important?
• When do you build rapport with the customers?

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HOW TO BUILD RAPPORT WITH CUSTOMERS?

• Learn to pronounce their names correctly

• Be empathetic
• Find common ground
• Give genuine compliments
• Make their problem your problem
• Ask for help if you are unsure

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LEARN TO PRONOUNCE THEIR NAMES

First impression counts!

• The worst thing is mispronouncing customer’s name.
• If you don’t know how to pronounce a tricky name, ask your co-worker for clarification.
• Most customers will appreciate your effort to address them properly.
• Be mindful of their titles.

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BE EMPATHETIC

• Empathy: The ability to understand and share the feelings of another.

• Empathy can be improved over time.
• Thus, you can always polish your empathetic skills.

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FIND SIMILARITIES

• Humans like people who share the same interest as them.

• The more you discover common shared interests with the customer, the
higher the chance for you to build good rapport with customer.
• Show real interest.
• E.g.: Going to same kindergarten together, once stayed in the same city, etc.

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GIVE GENUINE COMPLIMENTS

• Genuine compliments are close to the heart.

• If your customer had a recent accomplishment, congratulate them.
• Your customer will feel appreciated and the relationship strengthen.
• E.g.: If your customer had just delivered a baby, you may give gifts.

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MAKE THEIR PROBLEM YOUR PROBLEM

• Turn negative into positive.

• Improve rapport building.
• Take customer’s problems as an opportunity.
• Give customer a point of contact that they can come back to.
• If a customer is agitated, give calming statements for a feeling of relief.
• E.g.: When a customer has an issue, assist them quickly as if we are in their shoes.

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ASK IF YOU ARE UNSURE

• Don’t leave customers waiting for too long.

• Ask your colleagues and superior for clarification.
• Give customers assurance that you will try your best to find the solution.

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DO’S AND DON’T’S
Whatever you say to the customer can make or break your
relationship with the customer.
Statement to avoid…

Sorry miss, if we were to do that, the water tank

No.
cannot be opened.

I don’t know. Let me check for you, miss.

My apology miss, repairing the purifier is out of my

That’s not my job. expertise but I will help you to schedule an
appointment with the technician.

I am sorry this happened to you miss. I’ll

You’re right. This is bad.
solve the issue as soon as possible.
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DO’S AND DON’T’S
Statement to avoid…

Calm down. Yes miss, I am so sorry for the inconvenience caused.

Miss, we understand your concern, let me call you

I am busy right now.
back as soon as possible.

I apologize for the misunderstanding miss,

That’s not my fault.
let me help you to solve the issue.

I will get back to you the soonest after I consult with

You need to talk to my supervisor.
my supervisor.

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CUSTOMER PARTICIPATION, WHY IS IT IMPORTANT

• Brand Identity: Coway is well-known in Malaysia because of customer participation.

• Positive Rating for Product and Brand: Customers give positive rating for the
product and brand because of positive rapport and relationship built.
• Product and Brand Development: Product and brand can develop because of the
feedbacks from customers.

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