Diploma in Customer Service

Diploma In Customer service
Introduction to customer
service
Module 1
Introduction to customer service
 There is only one boss, and whether a person shines shoes for a
living or heads up the biggest corporation in the world, the boss
remains the same. It is the customer! The customer is the person
who pays everyone’s salary and who decides whether a business is
going to succeed or fail. In fact, the customer can fire everybody
in the company from the chairman (CEO) on down, and he can
do it simply by spending his money somewhere else. Literally
everything we do, every concept perceived, every technology
developed and associate employed, is directed with this one
objective clearly in mind - pleasing the customer.” - Sam M.
Walton, CEO Wal-Mart Credo from Sam Walton the owner and
CEO of Wal-Mart - an international chain of department stores
and the most successful company in retailing in the world
Ask any CEO of a company, president of a bank, manager of an
office, minister or staff person and they will tell you HOW
IMPORTANT the customer is to their operations and success. In
meeting after meeting, heads of industry, the service sector,
utilities, and government try to convince the audience how much
they believe in customer service. “It is our mission, it is our number
one priority, it is our goal, it is why we are in business, etc...,” often
prove to be mere epitaphs.
Unfortunately, these same “customer friendly” executives go back to
their offices, de-employ office staff, fail to initiate a customer
service improvement plan and send memos out saying customer
complaints are unjustified and overblown.
3 key elements of customer service
Expanding your Definition of Develop a customer friendly

Service approach
Expanding your Definition of Service
How you define service shapes every interaction you have
with your customers. Limited definitions of service based
on an exchange of monies for goods or service misses the
overall point of customer service.
“Service” should provide the customer with more than a
product or action taken on his/her behalf. It should
provide satisfaction. In essence, the customer should walk
away pleased at the result of the transaction - not just
content but actually happy.
A happy customer will continue to be a buying customer
and a returning customer.
•Who are your customers

•Customers, buyers and clients want to pay a fair price for quality service or products,
and feel satisfied they have paid for a service/product and received what they have paid
for in return. They also want someone to take care of them. They need someone to
understand their needs and help answer them. They need someone to hold their hands
and walk them through a process. Customer service starts with the ability to listen to
the customer and find out through polite questioning what he/she needs or wants.
•Customer service and contact with a client mean that the customer will be heard and
his/her problems will not go unanswered or ignored. It also means getting to know your
client, his/her likes-dislikes, ideas, background, etc.
•The other most important aspect to do is to listen to what the customer is saying. If
people do not understand what is motivating the customer, they will not be successful
in handling them. Do research on customers, their habits, and what they want and
expect.
• Who are your customers

Most customer service is defined by how a company or
organization treats “external customers,” but there is “internal
customer service” as well. While this manual mainly addresses
“external customers,” expanding your definition of customer
service to include co-workers will lead toward even greater
success. Remember, the internal customer chain is just like the
external, we are all customers both inside and outside the
company or organization. As a Wall Street Journal article
succinctly put it, “Poorly Treated Employees Treat Customers
Just as Poorly.”
Develop a customer friendly approach

One commonality among all companies or organizations that provide good
service is the development of a system and attitude promoting customer
friendly service. By “customer friendly” we mean viewing the customer as
the most important part of your job. The cliche, “The customer is always
right” is derived from this customer friendly environment.
Two critical qualities to the “Customer Friendly Approach”: •
Communications •
Relationships .
The two main tasks of successful customer relations are to communicate
and develop relationships. They don’t take a huge effort, but don’t happen
instantaneously either. Positive dialogue/communication with your
customers and developing ongoing relationships with your customers are
perhaps the two most important qualities to strive for in customer service.
What customer Service mean :

customer service means providing a quality product or
service that satisfies the needs/wants of a customer
and keeps them coming back. Good customer service
means much more - it means continued success,
increased profits, higher job satisfaction, improved
company or organization morale, better teamwork,
and market expansion of services/products.
Think about the places where you enjoy doing business - stores, petrol
stations, suppliers, banks, etc. Why, aside from the actual product or
service they provide, do you like doing business with them?
You probably find them courteous, timely, friendly, flexible, interested,

and a series of other exemplary qualities. They not only satisfy your needs
and help you in your endeavors but make you feel positive and satisfied.
You come to rely on their level of service to meet your needs and wants.
On the other hand, let’s review a business you dislike patronizing but do
so out of necessity. Maybe it is the Police when you need a new driver’s
license or maybe it is the local store that carries a product you need but
who offers lousy service when you purchase.
In both of these places it’s likely that the customer experience is marred
by long lines, gruff service, inefficient processing, impolite and
unfriendly clerks or salespeople, lack of flexibility, and no empathy for
your customer plight. In these cases you feel abused, unsatisfied, and
taken advantage of - in essence, your experience is wholly negative.
Unfortunately, in the cases outlined above there is no competition for

the services/products offered or you would gladly not consider using
either the Ministry of Transport or the rude department store. This is
the advantage of a monopoly on a good or service because in a
competitive marketplace, the unsatisfied customer shops elsewhere.
Professional Qualities in Customer Service :
Professionals who constantly deal with customers (inside and

outside the company) need to strive for certain qualities to help
them answer customer needs. The professional qualities of
customer service to be emphasized always relate to what the
customer wants.
After years of polling and market research, it turns out

customers are constantly internalizing their customer service
experience. What this means is they are grading your customer
service during each transaction but you rarely know it.

While there are a multitude of customer needs, five basics needs stand out:
 Friendliness: The most basic and associated with courtesy and politeness.
 Empathy: The customer needs to know that the service provider appreciates their
wants and circumstances.
 Fairness: The customer wants to feel they receive adequate attention and
reasonable answers.
 Control: The customer wants to feel his/her wants and input has influence on the
outcome.
 Information: Customers want to know about products and services but in a

pertinent and time-sensitive manner.
 It is also very important for customer service employees to have

information about their product or service. Service providers who
answer, “I don’t know” or “It is not my department” are
automatically demeaned and demoted in the mind of the customer.
 These employees can end up feeling hostile as well as unequipped.

Customers want information, and they disrespect and distrust the
person who is supposed to have information but does not.
 Employees need to be empowered to satisfy customers. Employees

will give bad service to customers if they themselves receive bad
service and little feedback from their managers and supervisors.

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Diploma In Customer service

Expanding your Definition of Develop a customer friendly

•Who are your customers

• Who are your customers

Develop a customer friendly approach

What customer Service mean :

What customer Service mean :

You probably find them courteous, timely, friendly, flexible, interested,

What customer Service mean :

Unfortunately, in the cases outlined above there is no competition for

Professional Qualities in Customer Service :

Professionals who constantly deal with customers (inside and

After years of polling and market research, it turns out

Professional Qualities in Customer Service :

 Information: Customers want to know about products and services but in a

Professional Qualities in Customer Service :

 It is also very important for customer service employees to have

 These employees can end up feeling hostile as well as unequipped.

 Employees need to be empowered to satisfy customers. Employees

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