Title • Instructor/Participant] Guide

Creating an Outstanding

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Customer Experience
How to Make Every Customer Interaction Count
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Instructor Guide
Half-Day Course

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Creating an Outstanding Customer Experience • Instructor Guide

© 2019 HRDQ. All rights reserved.

Published by HRDQ.
HRDQ and the HRDQ logo are registered trademarks of Organization Design and Development, Inc.
This publication is distributed under the terms and conditions of the Reproducible Training
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For more information about this publication or to order additional copies, please contact Customer
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ISBN 978-1-58854-358-5

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Microsoft®, Word®, PowerPoint®, and Outlook® are registered trademarks of Microsoft Corporation.
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2750E1COCE-LIC
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EN-01-DC-19
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Creating an Outstanding Customer Experience • Instructor Guide

About the Reproducible Training Library

HRDQ’s Reproducible Training Library (RTL) offers an unrivaled range of training programs that combine
quality and affordability. These learning solutions are designed using proven adult-learning methods and
offered at a price that will extend your training budget a lot further than you can imagine. Structured as
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Skill Development for One or One Thousand
Although we believe instructor-led classroom training will yield the best results, it is possible to deliver
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• You need to supplement other formal training.
• You want to use the training in a one-on-one coaching session.
• You want to reinforce the learning post-workshop.

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Creating an Outstanding Customer Experience • Instructor Guide

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2. Present (the information)
3. Practice
4. Perform (provide job aids that help the learner transfer and reinforce the learning back on the job)

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Add your organization’s logo. IE
Change fonts, colors, and layout properties to match your organization’s brand.
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Extract relevant sections and reuse them in other designs you have created.
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Creating an Outstanding Customer Experience • Instructor Guide

Preparing for the Course

Before you conduct the training, we encourage you to read the Instructor Guide thoroughly, familiarize
yourself with the course components, and test-run the Classroom Presentation. In addition, do the
following:
• Make copies of the Learning Summary (one per participant) and distribute them at the beginning of
the Review module.
• (Optional) Make copies of the Course Evaluation, and distribute them at the end of the training.

Course Components
This course contains the following components:
• Instructor Guide

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• Participant Guide
• Classroom Presentation
• Learning Summary
• Course Overview
•
•
Course Evaluation IE
Supplemental Self-Study Presentation

Additional Materials
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You will need to prepare the following materials to conduct the course:
• Flip charts (used in sections 2.2, “Be Courteous,” 2.3, “Attention,” and 3.3, “Do Something Extra”)
• (Optional) A Koosh ball or beanbag (see Review, “Learning Summary”)

Target Audience
This program is appropriate for high-level employees who have direct contact with customers and some
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influence in the hiring process as well as the ability to modify established systems of operation.

Timing
The timing suggestions noted in this course assume that you have experience facilitating instructor-led
training. If you are a new facilitator, you may wish to allow more time. Regardless of your experience
level, you and your participants will gain the most from the course if you devote time beforehand to
understanding the content. Please consider rehearsing your delivery to gauge the pace of the course
and determine whether you need to adjust the timing.

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Creating an Outstanding Customer Experience • Instructor Guide

Please note that this preview contains only

Contents select pages from the classroom program.
Course Timing .......................................................................................................................................... vii
Icons Used in This Guide ......................................................................................................................... vii
Overview ...........................................................................................................................................1
Course Objectives ...................................................................................................................................... 2
Introduction............................................................................................................................................... 3
Module 1: Behind the Scenes—Company Culture................................................................................4
1.1 The Foundation of Great Service......................................................................................................... 5
1.2 Encourage Company Commitment ..................................................................................................... 7
1.3 Recruit Great Employees ..................................................................................................................... 8

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Module 2: Live Customer Interactions ..............................................................................................10
2.1 Show You Care................................................................................................................................... 11
2.2 Be Courteous ..................................................................................................................................... 12
2.3 Pay Attention..................................................................................................................................... 13
2.4 Show Respect .................................................................................................................................... 15
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2.5 Demonstrate Understanding ............................................................................................................. 16
2.6 Make It Memorable........................................................................................................................... 18
Module 3: Recovery After a Slipup....................................................................................................20
3.1 Handling Difficult Situations .............................................................................................................. 21
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3.2 Take Ownership of the Problem........................................................................................................ 23
3.3 Use Common Sense and Creativity ................................................................................................... 25
Module 4: The Intersection between Self-Service and Customer Service............................................27
4.1 How Self-Service Interlinks with Customer Service........................................................................... 28
4.2 Minimize Customers’ Efforts ............................................................................................................. 30
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4.3 Managing Self-Service Mishaps ......................................................................................................... 32

Review ............................................................................................................................................35
Learning Summary................................................................................................................................... 36
Action Plan............................................................................................................................................... 36
Test Your Knowledge ............................................................................................................................... 37
Appendix .........................................................................................................................................39
Bibliography............................................................................................................................................. 40

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Creating an Outstanding Customer Experience • Instructor Guide
Instructor Notes
Course Objectives 5 minutes
Successful completion of this course will increase your ability to
do the following:
• Establish a company culture that encourages employees to
create an outstanding customer experience.
• Identify ways to show customers you care and to make every
customer interaction memorable.
Introduce yourself and briefly
• Explore techniques for de-escalating issues and developing
loyal customers through effective problem resolution. describe your background.
• Discover how to ensure self-service systems offer the same Go over logistics (schedule,
outstanding experience as live customer interactions. breaks, restrooms, etc.) and any

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ground rules for the day. Typical
group rules include showing
respect for all participants,
participating fully, not using
electronics, and not interrupting
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Review the course objectives.

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 Creating an Outstanding Customer Experience • Instructor Guide
Instructor Notes
Introduction 10 minutes
According to the Customer Experience Impact Report (RightNow
Technologies, 2010), 40% of consumers switched to buying from
a competitor because of its reputation for great customer
service, 55% cite great service, not product or price, as their
primary reason for recommending a company, and 66% said that
great customer service was their primary driver for greater
spending.
Ask participants to read the
The basis of good customer service is simple:
introduction, which provides an
• Treat customers with respect. overview of why this topic
• Make them feel heard, understood, and confident that you matters and describes how the

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will do your best to ensure the issue is taken care of. course will empower them as
• Provide them with the information they need. professionals.
• Make their shopping experience easy and satisfying. Tell participants to keep in mind
• Resolve issues quickly. also that quality customer service
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What makes it outstanding:
your strongest competitor; it
• Providing quality service 100% of the time. Every employee should be measured against the
should consistently provide the same level of service with
best customer service your
every customer.
customer has experienced,
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• Making a personal connection with the customer. This regardless of where they
happens on an individual level—customers don’t connect
experienced it.
with companies, they connect with individual people.
• Surprising the customer (in a good way).
While creating an outstanding customer experience sounds
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simple enough, statistics prove it remains a challenge for most.

In fact, a survey by Bain & Company found that while 80% of
companies believe they provide a “superior experience” to their
customers, only 8% actually do according to their customers
(Allen, Reichheld, Hamilton, & Markey, 2005).
This program will show you what you can do to create a
consistently outstanding experience for every customer.

“Service is taking action to create value for

someone else.”
— Ron Kaufman, author of Uplifting Service

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Creating an Outstanding Customer Experience • Instructor Guide

Module 1: Behind the Scenes—

Company Culture

Objectives

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• Recognize the significance of values and standards in providing an outstanding
customer experience.
• Discover how to encourage a greater commitment to the company and meeting
the needs of its customers.
• Identify strategies to recruit employees who will carry out your service vision.
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Activity Section Time

1.1 The Foundation of Great Service 20 minutes

1.2 Encourage Company Commitment 10 minutes

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1.3 Recruit Great Employees 20 minutes

Total: 50 minutes

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Creating an Outstanding Customer Experience • Instructor Guide

Instructor Notes
1.1 The Foundation of Great Service 20 minutes
An organization that consistently provides an outstanding
customer experience will be guided by values, not rules.
The Importance of Values over Rules
Rules constrain employees; values empower employees.
• Rules depend on circumstances, and circumstances are
constantly changing. Employees who are trained based on “Although customers may not be
specific situations may be at a loss for how to handle an issue consciously aware of an
that doesn’t fit neatly into what they’ve been taught. organization’s culture, it is the
• Establish standards more than rules. Standards are valuable; foundation for the service the
they give employees a picture of what to aim for and help customer will experience.”

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ensure a consistent customer experience.
“Note that we’re not advocating a
• Values depend on understanding what is most important to complete absence of rules. Every
the organization and on the desire to make choices and organization needs rules. But we
decisions that support the big picture. When employees
are saying that when it comes to
understand what the organization is striving to achieve, that

with a new situation.

Choose What Your Customers Value
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makes it easier for them to use good judgment when faced customer service, establishing
standards and instilling values will
be more effective than
memorizing a set of rules.”
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You can’t be the best at everything, so choose the things that
matter most to your customers. Here’s an example from Review the opening
Commerce Bank, founded by Vernon Hill (Frei & Morris, 2012).
sentence, “The Importance of
• Its mission statement (in part): “Commerce Bank will be the Values over Rules,” and “Choose
preferred provider of targeted financial service in our What Your Customers Value.”
communities based on strong customer relationships.”
(continued on the next page)
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• Its tagline: “Be accessible, offer solutions, build

relationships.”
• How it accomplishes that: branches are open seven days a
week, from 7:30am–8:00pm M–F, with drive-throughs open
until midnight on Fridays. They limit their offerings so every
teller can be an expert and focus on service instead of on
learning products and services.

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 Creating an Outstanding Customer Experience • Instructor Guide

Instructor Notes
2.1 Show You Care 5 minutes
If there’s one statement that sums up what customers want “The heart of customer service is
from their interactions, it’s “show me you care.”
the interaction a customer has
An organization cannot survive on its own; it’s the people behind with a real person. There are
the product or service that drive results. That’s because
other aspects of customer
customers want to feel as though their needs matter, and it’s
the individual employees who are able to demonstrate that level service, which we will discuss
of sincerity. To show you care: later, but for now, we’ll look at
live interactions, such as face-to-
• Be courteous
face contact, phone
• Pay attention conversations, or real-time online
• Show respect chats.”

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• Demonstrate understanding
• Make it memorable
These points aren’t intended to be a series of steps or a script to
follow. The goal is to treat every customer as the individual that

contact.
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they are. The elements should show up in every interaction;
however, there is no one right way to handle every customer
Review the opening
paragraphs and bullet points.
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“People will forget what you said. People will

forget what you did. But people will never forget
how you made them feel.”
— Maya Angelou

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Creating an Outstanding Customer Experience • Instructor Guide

Instructor Notes
2.3 Pay Attention 15 minutes
What makes a customer feel special? When you pay attention to “Next, to show they care about
them.
their customers, employees
Make a Personal Connection should be careful to pay close
Whether it’s short term or long term, your goal is to create a attention to them.”
relationship with the customer. Here are some ways to do that:
• Use the customer’s name.
• Avoid using a cookie-cutter script if it makes you sound
robotic.
• Create an opportunity to make a personal connection.

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Example: Employees whose name badges also contain a
Review the opening sentence
piece of information about them—where they are from,
what their passion is, etc. The benefit: Makes them “real” and “Make a Personal
people and offers a conversation starter. Connection.”
Group Activity: Find a Connection
Review the instructions.

where you work or the job you do).

Listen Carefully
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Instructions: Turn to the person sitting next to you. See how
quickly you can find something you have in common (besides
Allow pairs 2–3 minutes to
respond. Debrief by asking pairs
to share the questions they asked
to find a connection (as well as
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A simple yet important way to give attention to your customer is sharing what connections they
to listen carefully. found).
• Don’t interrupt.
• Separate facts and feelings.
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• Suspend judgment/don’t jump to conclusions.

• Ask questions.
• Paraphrase to confirm understanding.
Review “Listen Carefully.”
(continued on the next page)

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Creating an Outstanding Customer Experience • Instructor Guide

Instructor Notes (cont.)

Anticipate Review “Anticipate.”
By paying attention to your customers, you can anticipate their
needs. This is a growing trend and a way to differentiate yourself Review the instructions.
from your competitors. Amazon is working on delivering Allow pairs 5 minutes to respond.
products before you even order them! Here are some examples
that are more mainstream:
• The Ritz-Carlton was the first hotel to offer shampoo and
other personal care products to guests.
• Some airlines provide boarding passes to passengers who
have missed a connecting flight due to a flight delay—in
other words, they have already rebooked the passenger on
another flight and have their boarding pass waiting for them

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when they land in their connecting city.
• Many banks offer to send reminders when upcoming credit
card payments are due to help customers avoid late
payments.
• Google anticipates users’ mistakes by gently reminding them

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if they have written “attachment” in an email message but
didn’t attach anything.
Even more extreme, Google’s Mail Goggles anticipates users’
potential regret at sending a late-night message. If enabled,
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Goggles requires the user to answer some math problems to
ensure the user is in a proper frame of mind (i.e., not drunk)
before allowing the message to be sent.
• Most retail stores keep track of customers’ preferences and
contact them when new merchandise arrives that matches
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their preferences.
• Some florists keep track of their customers’ favorite flowers,
their birthdays, their spouses’ birthdays, anniversaries, etc.
and remind them before the event.
• Coffee shop baristas will usually learn the orders of their
regular customers.
Group Activity: Anticipate Your Customers’ Needs
Instructions: Work in pairs. Come up with at least three ways you
can anticipate your customers’ needs. For now, don’t worry
about how realistic they are. Just consider what would make
your customers’ lives easier when they do business with you.

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Creating an Outstanding Customer Experience • Instructor Guide

Instructor Notes
2.4 Show Respect 10 minutes
At its essence, respect is showing that customers have value and “When it comes to showing
are important to you.
customers they care, employees
• Do not demean customers, even silently to yourself. should show respect.”
Consider them the bright, worthy people that they are.
• Be sincere. Don’t be cynical, especially about the company Review the opening sentence
you work for. and bullet points.
• Be honest. Don’t try to conceal or cover up mistakes or make
excuses when interacting with customers.
Ways to Show Respect

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• Respect their temperament: Reflect their demeanor and
energy. For example, if the customer is more reserved and
you are extremely outgoing, back off your intensity. And if Review “Ways to Show Respect.”
the customer is high energy and talkative, match their Lead a discussion asking
animation as best you can.
participants what makes them
•

•
whenever possible.
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Respect their opinion: Ask their advice and seek their
feedback about your products or services. Give them choices

Respect their time: Make transactions as smooth as possible,

feel respected or disrespected
when they are customers
themselves.
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minimize waiting time, and don’t pass the customer around
when there’s a problem.
• Respect their privacy: Ask permission to gather information,
and don’t pry for unnecessary information.
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Creating an Outstanding Customer Experience • Instructor Guide

Instructor Notes (cont.)

Group Activity: Change Your Self-Talk
Review the instructions. Allow
Instructions: Work in pairs. Rewrite each self-talk statement pairs 5 minutes to respond.
listed so it reflects a more positive outlook.
Debrief by reviewing the answers.
Negative Statement Positive Statement Participants will formulate their
answers in a variety of ways;
1. I don’t get paid enough to
however, they should generally
put up with this.
follow this train of thought:
2. This customer is a jerk. 1. “This is a momentary problem
that will soon pass.”
3. This company stinks.
2. “This customer is having a difficult
4. It’s not my job. day.”

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3. “The company is doing the best it
5. That’s not my fault.
can.”
De-escalate the Interaction 4. “Maybe I can expand the scope of
• Let the customer vent. Most people will naturally calm down my job.”

•
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if they just have a chance to tell their story.
Acknowledge their feelings. Emphasize your understanding
of their anger. People need to know that you “feel their
pain.”
5. “I can fix this situation and make
someone’s day.”
“Once you are in the proper frame
of mind, de-escalate the
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• Restate the issue. Describe your understanding of the interaction.”
situation as clearly as possible.
Once you show the customer you understand both the issue and
their feelings about it, you can move to problem solving.
Group Activity: Angry Customer Role-Play
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Instructions: Work in pairs. Take turns portraying an angry

customer while the other partner practices the steps to de-
Review “De-escalate the
escalate the interaction (do not worry about trying to solve the
problem—the goal is to practice de-escalation techniques). Interaction.”
Switch roles so both partners have a chance to practice. If you
need a scenario, here are two options: 1) A customer is unhappy Review the instructions. Allow
with the cleaning service your company provided. 2) A customer pairs 5 minutes to role-play.
is unhappy with your company’s return policy, which you do not Debrief by asking pairs to share their
have the power to change. insights with the class.
Participants’ interactions will of
course vary; however, they should
all generally be letting the
“customer” vent without defending
or interrupting, acknowledging the
customer’s feelings, and describing
22 their understanding of the issue in
plain language.
Creating an Outstanding Customer Experience • Instructor Guide

Instructor Notes
4.1 How Self-Service Interlinks with 10 minutes
Customer Service
People appreciate the convenience of being able to browse
Explain that the goal of this
products/services, complete transactions, find answers, and module is to increase
resolve issues at their own pace. This makes self-service systems participants’ awareness of how
like chatbots, online ordering, automated phone prompts, and important self-service systems
email appealing options. are to creating an outstanding
In fact, the vast majority (81%) of customers prefer to use a self- customer experience. Typically,
service system before contacting an actual person (Dixon, only those in certain authoritative
Ponomareff, Turner, & DeLisi, 2017). Therefore, creating an positions have the ability to
outstanding customer experience also means ensuring you have
reprogram or institute new self-
effective self-service systems in place.

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service systems; however, even if
Elements of Effective Self-Service Systems employees do not have this
Here are some ways to demonstrate “customer care” through authority, they should be
self-service systems: encouraged to suggest
• Personalize the experience by programming the system to improvements to those who do.

•
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recognize (or ask for) and use the customer’s name.
Take the customer’s point of view—make the system simple
and minimize efforts. Consider: Is there a “click” (extra step)
that can be eliminated? A simpler way to request an
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exchange or process a refund?
• Make it easy to connect to a live person for those who desire Review the opening paragraphs
to do so.
and “Elements of Effective Self-
• Provide a place for unhappy customers to voice their Service Systems.”
concerns. When you know what upsets customers, you have
Mention that we will explore how
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an opportunity to respond and turn them into loyal

customers, as long as they feel listened to. Keep in mind that to minimize customer’s efforts in
you don’t have to respond to every complaint individually; more detail further on.
you can offer a blanket response that addresses a recurring (continued on the next page)
issue. But then make sure to fix that issue!

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Creating an Outstanding Customer Experience • Instructor Guide

Instructor Notes
Test Your Knowledge 10 minutes
1. Having a set of customer service rules is the best way to
ensure that your organization provides an outstanding
experience.
a. True
b. False
2. List three ways to encourage company commitment.
As a final activity, allow
3. Which of the following questions is most likely to reveal participants 5 minutes to
whether or not a candidate’s values are aligned with your
customer service vision?
complete the “Test Your
Knowledge” section individually.
a. “How much customer service experience do you have?”

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Debrief by reviewing the answers
b. “Do you like working with customers?”
as a class (see the Answer Key
c. “How would you improve your organization’s service?” below and on the next page).
d. “What is your worst experience working with a
customer?”

experience?
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4. What are the elements of an outstanding customer

5. Which of the following is NOT an effective way to pay

Answer Key
1. b
2. Share information, involve
employees in decisions,
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attention to a customer?
a. Cut them off as soon as you know the answer to their demonstrate trust, promote
question to save them time pride.
b. Make a personal connection 3. c
c. Listen without interrupting 4. Be courteous, pay attention,
show respect, demonstrate
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d. Anticipate your customer’s needs

understanding, make it
memorable
5. a

(continued on the next page)

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