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INFORMATION SHEET

LESSON 5: PROVIDING EFFECTIVE CUSTOMER SERVICE

LO1. Greet customer
1.1 Greet customer in line with enterprise procedure
1.2 Observe appropriate verbal and non-verbal communications to the given situation
1.3 Observe non-verbal communication when responding to customers
1.4 Demonstrate sensitivity to cultural and social differences

GREETING CUSTOMERS

What is customer service?

Customer service is the assistance provided by a business and its employees to the people who use or buy
its products and services. Customer service can range from assisting customers with purchases to solving their
problems online.

Customer service professionals are responsible for making sure customers have a good experience and
fulfilling their needs. Because this is a skill set that employers value, developing your customer service skills can
help you to advance in your career.

External customers are the people that pay for and use the products or services your company offers.
When brainstorming problems and designing solutions, these customers are who you’re designing for. an external
customer is a person who is not directly connected to your organization other than by purchasing your product or
service. External customers are also known as “clients” or “accounts.”

Internal customers have a relationship with, and within, your company, either through employment or as
partners who deliver your product or service to the end user, the external customer. Less obvious but certainly
still significant, stakeholders and shareholders are also internal customers. All of these may or may not purchase
your product or service.

3 Greeting Rules  :

1. Good Eye Contact  2. Great  Smile 3. Great Opener

TWO DIFFERENT SCENARIOS IN APPROACHING CUSTOMER

FIRST SCENARIO SECOND SCENARIO

First Scenario : when a customer is approaching you at Second Scenario : When you approach customers
your work station/desk :  wondering around  in your work location/store/company.

Step1 : Introduction statement Imagine this scenario: 

Step2 : Gather info. The customer enters your store/place of business
Step3 : Engage them in conversation and a sales person approaches them and asks a question
Step4 : Build bridges to the next step (whether it's such as:

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making a sale or serving the customer ) Can I help you?
Do you want any assistance? 
Are you okay there? 
Greeting step 1- Your introduction statement :
“ Thanks for coming in!”  What do you think the customer's answers will
  be ? 
Think about it. Your customer has an infinite number
of choices and a limited amount of time. They could have
done anything and yet they came into your No, thank you 
store/company. I’m just browsing
I’m okay
Greeting step 2 - Gathering Free Information  
After your warm, inviting and professional greeting,
you want to engage the customer in conversation. This is
how we recommend you do it. You want to exchange
names for the sake of personalizing the interaction.  
 
This is an example of how this might sound : 
 
“Hi! Thanks for coming in! ,  John at your service sir , Is
this your first time in our store/company?”

The key elements of your new introduction are: 

1. Your name
2. How you can help them ( Experience, qualifications ,..etc.)
3. An open question to start the conversation

6 Important things to remember about greeting :

1- Make the customer feel welcome and appreciated.

2- Make eye contact when greeting the customer.
3- Never address a customer from behind – that’s scary and creates unwanted pressure.
4- Address customers from a reasonable distance -- no shouting across the store/work station.
5- Create your unique, memorable greeting
6- Never stop greeting! If you pass customers/colleagues  in the store/company, make sure to acknowledge
them with a friendly smile!

VERBAL AND NON-VERBAL COMMUNICATIONS TO THE GIVEN SITUATION

Different ways of communicating

(1) Verbal communication

(2) Non-verbal communication.

1. Verbal communication - Verbal communication uses spoken words.

Two examples of verbal communication:

(1) Talking face to face

(2) Talking on the telephone.

When we communicate we should use: 

 the right words for the situation or person 

 an open, friendly manner

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 the right — pitch, tone, speed 

 no slang or other words that might be misunderstood or might cause offence

2. Non-verbal communication - Non-verbal communication is the way in which we send a message to

someone without using words (speaking).

How do we communicate without speaking? 

 Body language 

 Written communication

A. Body language

Body language is communication using parts of the body. There are many ideas, thoughts and feeling
that are communicated without words.

For example, in many Asian countries it is polite to use both hands to give something (like money or a
business card) to someone else. In some countries it is rude to touch a stranger while you talk to them, but
in other countries, touching someone on the arm or shoulder when you talk is friendly.

B. Written Communication

Written communication could be, for example, a letter, newspaper, or fax. You read a letter and
(hopefully) understand the message, or you write a letter or note and hope that the other person gets it and
understands it. Discuss with participants the forms in which they might receive or send written communication,
and discuss with them the need to make written communication clear.

NON-VERBAL COMMUNICATION WHEN RESPONDING TO CUSTOMER

1. Listening skills

Listening to your customer to discover their needs helps you suggest appropriate products or services to
meet those needs. Active listening is the process of confirming what you think your customer has said, and
meant, by observing their verbal and non-verbal cues. To be a good active listener you should:

 focus your full attention on your customer

 briefly summarise your understanding of what your customer has said
 take notes if necessary
 use appropriate non-verbal cues such as nodding your head, inclining your body forward and maintaining
eye contact
 note your customer's non-verbal cues — are they eager, reluctant, impatient?
 use appropriate, well-timed probing questions and summary confirmation questions.

2. Understanding non-verbal cues

Interpreting your customer's non-verbal signals and behaviours allows you to read their attitude and better
understand their needs. Projecting the right non-verbal cues yourself can help your customer feel at ease. Here
are some positive and negative examples of non-verbal cues:

A. Facial expressions
 bad — wrinkling the nose, furrowing the brow or rolling the eyes
 good — smiling, raised eyebrows, relaxed mouth

B. Eye contact
 bad — avoiding your customer or looking outside your sales space
 good — looking back to your customer's face and at your products

C. Smile
 bad — closed, firm or expressionless mouth
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 good — smiling or relaxed mouth

D. Hands
 bad — hands folded to the chest or near the face
 good — hands moving freely, relaxed, touching the product

E. Gestures
 bad — closed arms, dismissive hand gestures
 good — open arms, nodding the head

F. Posture
 bad — slouching, shoulders turned away
 good — standing upright, inclining the body forward

G. Position
 bad — moving too close, facing away
 good — observing personal space accommodating cultural differences.

SHOW SENSITIVITY TO CULTURAL AND SOCIAL DIFFERENCES

Culture is a collection of beliefs, rituals, morals, values and attitudes among a group of people. Culture can
also be define as a way of life.  

There are many types of customers in the industry, and all customers should be treated with respect, valued
and given quality service. Customers come from a range of social, cultural and ethnic backgrounds.

In order to be culturally aware, you need to recognise cultural differences. This means developing an
understanding of differences in race, ethnicity, language, nationality, religion, moral and ethical behaviour. To
accept diversity, it is necessary to appreciate, recognise and be aware of differences between yourself and
others. If you are not culturally aware, and are unwilling to accept cultural differences and diversity, conflict is
likely to occur. 

The importance of respecting individual difference  

 Everyone needs to be aware that treating people differently is an offence, and under the law you may
be prosecuted. 
 To overcome such issues, anyone working in the industry should respect and accept cultural differences,
and adopt a sensitive approach when dealing and communicating with people in the workplace.

LESSON 5: PROVIDING EFFECTIVE CUSTOMER SERVICE

LO2. Identify Needs of Customers
2.1 Use appropriate interpersonal skills to ensure that customer needs are accurately identified
2.2 Assess customer needs for urgency so that priority for service delivery can be identified
2.3 Provide customers’ information
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2.4 Identify personal limitation in addressing customer needs and where appropriate, assistance
is sought from supervisor

INTERPERSONAL SKILLS TO ENSURE CUSTOMER NEEDS

Interpersonal skills are the skills we use every day when we communicate and
interact with other people, both individually and in groups. They include a wide range of
skills, but particularly communication skills such as listening and effective speaking.
They also include the ability to control and manage your emotions.

Interpersonal skills include:

1. Communication skills

 Verbal Communication – what we say and how we say it;

 Non-Verbal Communication – what we communicate without words, for example through body
language, or tone of voice; and
 Listening Skills – how we interpret both the verbal and non-verbal messages sent by others.

2. Emotional intelligence – being able to understand and manage your own and others’ emotions.
3. Team-working – being able to work with others in groups and teams, both formal and informal.
4. Negotiation, persuasion and influencing skills – working with others to find a mutually agreeable
(Win/Win) outcome. This may be considered a subset of communication, but it is often treated
separately.
5. Conflict resolution and mediation – working with others to resolve interpersonal conflict and
disagreements in a positive way, which again may be considered a subset of communication.
6. Problem solving and decision-making – working with others to identify, define and solve problems,
which includes making decisions about the best course of action.

Uses Of Interpersonal Communication

Most of us engage in some form of Interpersonal Communication on a regular basis, how well we
communicate with others is a measure of our Interpersonal Skills. Interpersonal communication is a key life skill
and can be used to:
• Give and collect information
• Influence the attitudes and behaviour of others
• Form contacts and maintain relationships
• Make sense of the world and our experiences in it
• Express personal needs and understand the needs of others
• Give and receive emotional support
• Make decisions and solve problems
• Anticipate and predict behaviour
• Regulate power

Common Barriers to Effective Communication:

• The use of jargon. Over-complicated, unfamiliar and/or technical terms

• Emotional barriers and taboos. Some people may find it difficult to express their emotions and some topics
may be completely 'off-limits' or taboo
• Lack of attention, interest, distractions, or irrelevance to the receiver.
• Differences in perception and viewpoint
• Physical disabilities such as hearing problems or speech difficulties
• Physical barriers to non-verbal communication.
• Language differences and the difficulty in understanding unfamiliar accents
• Expectations and prejudices which may lead to false assumptions or stereotyping. People often hear what
they expect to hear rather than what is actually said and jump to incorrect conclusions
• Cultural differences. The norms of social interaction vary greatly in different cultures, as do the way in
which emotions are expressed.

ASSESS CUSTOMER NEEDS FOR URGENCY TO DETERMINE PRIORITIES FOR SERVICE DELIVERY
ACCORDING TO ORGANISATIONAL REQUIREMENTS

When customer expectations are high, timelines are short, and resources are limited, you need to prioritise
your customers’ needs. How do you determine what needs to be attended to first?
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Here are some guidelines on determining the urgency of customer requests:

1. UNDERSTAND YOUR CUSTOMERS' NEEDS

Each customer will have a different perception of what customer service means to them. If you
want to provide good customer service, you should know the needs of the customer and how to fulfil
those needs.
2. MEET YOUR CUSTOMERS' NEEDS
Tailor your level of service to suit your customers' needs. Some businesses work well providing a
'no frills' basic level of service while others go beyond customer expectations to achieve a level of
service to make their customers say 'wow'.
Some ways to go beyond customer expectations are:
• Introducing initiatives - for example, customer focus groups, customer survey cards or a
suggestion box. These initiatives send a clear message to customers that you are interested in their
input
• Suggesting add-ons - for example, 'would you like batteries as well?'
3. MANAGING YOUR TIME
To help you manage your time so that you can meet urgent tasks from a customer or from a
colleague, you could create a schedule or keep a time log

PROVIDE CUSTOMERS’ INFORMATION

Four Types of Customer Information

Not all information is equal. But the more you know about your customers the better you can serve them.
Here are four types of customer information you should consider having your form capture.

1. Basic Contact Information

This is the solid foundation you need to stay in contact with your client. Name, address, phone number,
email address and the like are essential in making sure you can contact your customers in a timely fashion.
Almost every form captures this basic data; the trick is having the real-time systems in place to make
sure it is accurate.

2. Business Specific Information

This information includes what you need to know to provide your products and services to the customer
properly. Each business will have its own unique business information needs that should be collected to to
make sure it is having the right conversations about the needs of the customer and your organization’s
ability to meet those needs.

3. Historical Information

This class of information includes your customers’ previous experience with your business and/or your
product or service (if your product was sold by someone else, for instance). This might be the first time you
are collecting your customer’s information but not the first time they’ve interacted with your organization.
You want to collect data on their previous experiences, issues and resolutions, as well as likes and dislikes.
This process can help fill in historical gaps in your customer information.

Historical information can also include your customer’s history with a competitor. For example, are they
switching to your company’s software from another? Knowing their experience with the previous system and
the reasons why they are switching can be extremely helpful in addressing the customer’s needs.

4. Customization Information

Customization information can be as simple as your customer’s birthday or the number of people in

their household — or it can be as unique as an athletic shoe store asking a customers’ favorite sports
team. This “extra” information will help you know your customers in a more personal way.

IDENTIFY LIMITATIONS IN ADDRESSING CUSTOMER NEEDS AND SEEK APPROPRIATE ASSISTANCE

FROM DESIGNATED INDIVIDUALS

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There may be times when you will not be able to meet your customers’ requests or resolve their issues—
due to constraints. Constraints may include:
• You do not have the authority to meet the customer’s need
• You do not think that your unit has the resources to meet the need
• The customer is asking for a service that your unit does not provide (as far as you know)

It is important to speak to someone else about these customer requests instead of just simply telling the
customer that you or your unit cannot provide the service. Your supervisor or manager may be able to find ways
in which your unit can meet the request.
For example, if the customer would like their instruments delivered at very short notice, the manager might
be able to re-prioritise work in order to meet the deadline.
In addition to addressing a customer’s needs, you also have ethical and legal responsibilities to represent
your products or services truthfully. Government legislation such as the Fair Trading Acts protects consumers
from unethical or unfair practices. These acts cover safety practices, promotion and advertising,
misrepresentation of products, weights and sizes and credit provision. It is the organisation’s as well as the
worker’s responsibility to be aware of these legal requirements.

LESSON 5: PROVIDING EFFECTIVE CUSTOMER SERVICE

LO3. Deliver Service to Customer
3.1 Attend promptly customer needs in line with enterprise procedure
3.2 Maintain appropriate rapport with customer to enable high quality service delivery
3.3 Take opportunity to enhance the quality of service and products wherever possible

PROVIDE PROMPT SERVICE TO CUSTOMERS TO MEET IDENTIFIED NEEDS IN ACCORDANCE WITH

ORGANISATIONAL REQUIREMENTS

TYPES OF CUSTOMERS
• Internal - work colleagues who may require your services in some way
in order for them to carry out their job. This may include someone in the same
office or department as you, or in another branch which could be in another
state or even country.
• External - people from outside the business, which are either making
enquiries or purchasing goods or services. This may include members of the
public or someone from another organisation.

Important tips when dealing with customers/clients:

• First impressions are most important
• Business success depends on the quality of the service
• Ask questions to give the customer the opportunity to explain what they need; this makes them feel that
their needs are important and also encourages them to become a repeat customer instead of a one-off
customer

CHARACTERISTICS OF QUALITY SERVICE

A customer will become a repeat customer if they are satisfied with the quality of service they receive.
Quality service includes:

• Employees who are polite, attentive to customer's needs and are able to build rapport
• Employees who have good knowledge of the organisation's products or know the correct person to pass an
enquiry on to; and actually follow through with enquiries
• Having goods and services that are reliable and reasonably priced
• Having complaints dealt with promptly and with understanding
• Being treated with respect and without prejudice

BENEFITS OF GOOD CUSTOMER SERVICE

• Promoting goodwill - increasing the established reputation of the business and enhancing its value
• Customer/client loyalty/repeat business - being able to win the customer's trust and build a long-
term relationship; one that will survive even in bad economic times
• New business - being able to differentiate from other businesses and be able to attract new customers,
often due to word-of-mouth promotion from satisfied customers
• Productivity - the capacity to increase production with little or no increase in costs, improving profitability
• Credibility - building a reputation of being an honest and trustworthy business
• Promoting workplace/organisation service ethic - a set of honourable rules of conduct which will
improve the loyalty of employees and give the organisation a competitive advantage

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MAINTAIN APPROPRIATE RAPPORT WITH CUSTOMERS TO ENSURE COMPLETION OF QUALITY
SERVICE DELIVER

ESTABLISHING RAPPORT
When developing rapport, you are building a relationship. Personal attributes
that will assist employees to be responsive to customer needs include:
• Sincerity - to be genuine and honest
• Confidence - being self-assured or confident in one's own ability
• Enthusiasm - to show interest, displaying good knowledge of the range of
products/services available
• Efficiency - capable of producing the required result with minimum waste or
effort
• Empathy - identifying oneself mentally with the customer in order to fully comprehend their needs
• Interest in other people - showing concern for their needs

Rapport can be established by:

• Asking questions
• Making eye contact
• Offering to help
• Recognizing mutual interests
• Simple gestures such as calling a customer by their name

SHOWING GENUINE INTEREST IN THE CUSTOMER

1. Refer the customer to another appropriate organisation if you are unable to help
If you cannot help, or refer to another person in the business, honestly tell the customer. It would be
even better if you could spend a few minutes talking to them to gather more information and then accurately
refer them to the correct organisation.
2. Provide translations or bilingual support to non-English speaking customers
Most businesses operating in a situation with non-English speaking clients will have set procedures and
systems to appropriately service these clients. It is important that you treat these customers with the same
respect and courtesy as every other client, even though they may have difficulty communicating.
3. Present a positive, can do, will help, attitude at all times
A positive, “will help” attitude is important at all times but absolutely critical when the customer is giving
you negative feedback or complaining about the service they have received.

OPPORTUNITIES TO ENHANCE THE QUALITY OF SERVICE AND PRODUCTS

IMPROVING QUALITY OF PRODUCTS AND SERVICES

Improving, or at least maintaining, the quality of services, products, workplace and marketing practices is
always to be the first plan for any business success. Often many business managers/owners wonder they provide
the same product/service to customers as their competitor do, but the competitor is winning and they are losing.
This is just because they lack something called ‘dedication for quality’; although the difference will be very minute
but it is the deciding factor.

Here are some tips in improving the quality of products and services.

 Create a long-term plan for quality improvement, break it in to small steps, and then make changes to
achieve goals of each step.
 Give supreme priority of quality in every plans and procedures. Remember, adjusting quality with time,
cost or labour can provide temporary benefits but permanently destroy the future.
 Talk often with your clients. Investigate why they like you, why they are tempting to go to your
competitors or what else they expect from you.
 Talk politely with your employees, especially sales persons, what do they and their clients expect from
the company and why company fail to deliver so.
 Frequently compare your product with your competitors and find out where you are winning and where
you are losing.
 Always look for possibilities to improve your product and service. Carefully analyse every technical/social
developments and think how that can help you in your business.

LESSON 5: PROVIDING EFFECTIVE CUSTOMER SERVICE

LO4. Handle Queries Through Use of Common Business Tools and Technology
4.1 Use common business tools and technology efficiently to determine customer requirements

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USE COMMON BUSINESS TOOLS AND TECHNOLOGY EFFICIENTLY TO DETERMINE CUSTOMER
REQUIREMENTS

Business Tool
A business tool can be considered as any asset that helps or assists the organisation to achieve its stated
aims or objectives. There are various types of tools that may be used in a business varying in size, complexity,
danger, and importance to the business operation.

There are several criteria that may be used to identify and classify a business tool. Once identified, the tools
need to be considered as a group and it is logical to provide a name for the list that recognises the importance of
the group. Possible names could be:
1. Portable and Attractive Tool:
 This states that the item is portable and probably does not have a fixed location.
It also states they are attractive, meaning they could be a target for theft or excessive
use
2. Significant Small Items:
 This is very similar as the items are small so they can be easily lost and they are
significant to the business
3. Significant Small Tools.
Regardless of the group name that is identified, it is important to note that the tools:
 Represent an investment to the business
 Require control as their use or loss can represent a significant cost to the
business
 Will generally require training to prevent damage to the user or the business
 Are attractive in terms of cost and can be attractive to a potential thief
 Are often portable so they are susceptible to damage and loss as a direct result
of their portability and the exact location of a tool at any time may not be
known.
Examples of Common Business Tools
Each of these items represents an investment by the business and can be considered important to the
business. As they are portable they can be misplaced, require usage monitoring, training, and maintenance:
 Digital Cameras  Dictation machines  Manuals
 Mobile Telephones  Laser pens  Landline telephones
 Pagers  Mice  Software
 Scanners  Keyboards  Wiki
 Photocopiers  Brochures  Email
 Notebooks  Information  The business web site
 Batteries  Knowledge

LESSON 5: PROVIDING EFFECTIVE CUSTOMER SERVICE

LO5. Handle Complaints/Conflict Situations, Evaluation and Recommendations
5.2 Take responsibility for resolving the complaint within limit of responsibility and according to
enterprise policy

Customer conflicts
In relation to resolving customer conflicts, establishments may give staff standard scopes of authority to
act/respond in one (or more) standard ways such as:
 Refusing service
 Asking the person to leave the premises/business
 Calling internal security staff for assistance
 Contacting police – staff should not call for police assistance unless they have express permission from
management to do so
 Barring the customer.
Once a situation has escalated into a conflict, you must take responsibility for finding a solution to the
conflict within the scope of your authority.
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The solution to the conflict will vary depending on the type of conflict encountered, and the type of conflict
will also help to dictate the actions to take.
Taking personal responsibility for finding a solution
It needs to be said in some cases there is no real opportunity to “find a solution‟ because the issue, problem
or conflict is such immediate action has to be taken.
You will need to use your common sense and good judgement to determine the situations to which this
applies – sometimes there can be a chance (or it makes good sense) to negotiate a solution to an issue with a
customer whereas in other situations there is no room for negotiation; the customer simply has to leave the
premises.
The more you watch and listen to other, more experienced people handle these situations, and the more you
gain first-hand experience the better you will get.
It is always useful to do some sort of de-briefing/evaluation after each of your first few conflict situations to
identify:
 How you did
 What you did well
 What might be improved next time
 Lessons learned
 Feedback from others involved.

In essence, practice with conflict is how you gain knowledge and skills, and how you learn from your
mistakes.

Possible conflict situations

Common situations causing conflict with customers can include:
 Customer complaints
 Conflicts among work colleagues
 Drug or alcohol affected persons
 People who have been kept waiting for service, entry or rooming
 Patrons who have been refused entry or service for any reason
 Persons who have been ejected from the business – or asked to leave
 Customers who have applied for, but been denied, a service, such as:
- Refund or exchange
- Upgrade
- Special treatment
- Discount
Give the customer as much control as possible
One technique for dealing effectively with customers when a conflict situation arises is to give them the
greatest amount of control possible over the options that have.
For example, you may have decided the customer must leave the premises but simply telling them to
“Get out‟ is unlikely to be effective on its own. It is, at least, also very abrupt and is certainly rude.
It is therefore better to explain the situation and then present them with options from which they can choose
(as opposed to you making the choice for them):
“I‟m sorry Sir but I believe you are intoxicated and I have decided it would be illegal for me to serve you any
more. The law says you have to leave the premises so would you like me to call you a taxi, is there a friend or
family member I can call to come and pick you up or would you prefer our free courtesy bus runs you home?”
What does “taking responsibility‟ mean?
Taking responsibility for finding a solution to a conflict situation – whether with a customer or a colleague –
means being proactive and taking one or more of the following steps:
 Going to the person (where you feel it is safe and appropriate to do so) to talk to them face-to-face
about the situation
 Asking them to modify their language and/or behaviour
 Making an offer of help – “Hi, my name’s Alan. There seems to be a problem. How can I help?”
 Showing a physical presence – this is not intended to be intimidatory or aggressive but designed to let
people know you are there.
This may:
- In itself, calm the situation down – some people modify their language/behaviour when they
realise their activities are coming under scrutiny by staff.

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You might combine this presence with wiping tables, clearing tables, or chatting with
others rather than simply standing and staring at the offending party/persons
- Invite/encourage people to explain a problem/conflict situation to you – thereby beginning
the process of resolving the situation: use open questions such as “What seems to be the
problem?”
 Realising it is your job to handle the situation – you can not ignore the situation: if you believe you
cannot effectively and safely address the situation then your role in handling the problem is to refer it to
someone else.

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