QUALITY SERVICE

TRAINING
 SESSION I

CONCEPT OF SERVICE
QUALITY
 ACTIVITY

HAPPY MOMENTS SAD MOMENTS

 RESEARCH FINDINGS
• A dissatisfied customer will tell
approximately 10 people about his
experience

• Satisfied customer will only tell between

3 to 5 people
• 5 to 6 times more expensive to attract a new
customer than to keep loyal ones

• 70% of dissatisfied customers who do not get their

complaints resolved will not continue doing
business with that organization
 BOTTOM LINE IN CUSTOMER
SERVICE
• Want to feel cared of
• Respected
• Likely to return if their conditions are met
 SERVICE QUALITY

•Is the level of service that a firm

chooses to provide in order to
satisfy its target clientele
• To Achieve Zero Defect In Service Quality

Do It Right The First Time

 SESSION II

Understanding
Customers
 CUSTOMERS

1. External (outside the

company)

2. Internal (inside the

company)
 CUSTOMER-FOCUS

• Business live on CUSTOMERS

• CUSTOMERS dictate survival of a
business
• CUSTOMER is real “Boss”
 LEVELS OF CUSTOMER SERVICE

• Customer Satisfaction – when customer

requirements and expectations are met

• Customer Delight – when customer

requirements and
expectations are exceeded
 WAYS TO IDENTIFY
CUSTOMER EXPECTATIONS
• Personal Interviews
• Telephone interviews
• Customer Feedback
• Mall surveys
• Internet Surveys
End
THEStart
CYCLE OF SERVICE
End
MOMENTS
Start
OF TRUTH
Moment of truth

Moment of truth
 MOMENTS OF TRUTH

• Any instance when a customer comes into

contact with any aspect of your business, no
matter how distant,
• And by this contact, has an opportunity to
form an impression about your business,
• And eventually about the quality of your
service.
 WORKSHOP #1
Cycle of“Mapping
Customers’’ Customers’
the Customer’s Customers’
Experience”
Service Delightful Satisfying Dissatisfying
Experiences Experiences Experiences

1. Walk- in

2. Tour
Operators

3. Telephone
Call

4. Internet
SESSION III

ERROR
HUNTING/
PREVENTION
 “WHAT CAN GO WRONG”
• STEPS:
1. Identify the steps through which the customer passes.
2. List down error possibilities in each step
3. Determine how to prevent the errors thru ways and means such as
people, methods, equipment and materials.
 WORKSHOP #2: WHAT CAN GO
WRONG
Service
Cycle
Ways and means to prevent /
“What can correct the error
go wrong?”

People Methods Equipment Materials

 SESSION IV

ERROR RECOVERY
 ACTIVITY

ROLE PLAY:
Customer Complaints
 USING THE CLEAR TECHNIQUE
• The steps in clear technique are:
C – Calm your emotions
L – Listen actively to the customer
E – Empathize with the customer
A – Apologize / Acknowledge the customer situation
R – provide reactive and proactive Resolution
 C – CALM YOUR EMOTIONS

• Take deep breath

• Mentally step back and look at the big
picture
• Realize that the customer is not directly
angry at you
 L – LISTEN ACTIVELY TO THE
CUSTOMER
• The content of the reason why they are
feeling dissatisfied with your product or
service
• The feeling or emotion they are
expressing
 E – EMPATHIZE WITH THE
CUSTOMER
•Rephrase the content
•Reflect the feeling
 A – APOLOGIZE TO THE
CUSTOMER
• Don't blame others
• Always apologize
• Don't say “but”
• What about when the customer is in
the wrong?
 R – RESOLVE THE SITUATION
• Reactive Solution:
• Fix the immediate problem

• Symbolic Atonement
• Gesture that says “we want to make it up to you
• Offer something in return
Proactive options:
• Is there a need for a change in a process or
procedure
• What could be done to stop this from happening in
the future?
• What other source of information could be
provided to customers?
 FOLLOW - UP

• This is important if customer is victim of

service error
• Call or visit the customer
SESSION V

TEAMWORK
 ACTIVITY

“Crossing the River

COMPONENTS OF TEAMWORK

4 C’s of
TEAMWORK
• COMMUNICATION
•Is the process of transferring
information from one entity to
another
• Communication is perceived in 2 main
ways:

93% Non-verbal

7% Verbal
 EFFECTIVE TECHNIQUES

• Verbal Communication
• Speak CLEARLY
• Use CONCISE words
• CLARIFY if you need more information
• Be COURTEOUS
 EFFECTIVE TECHNIQUES
• Non-Verbal Communication
• Such messages can be communicated
through body language:
• Gesture
• Posture
• Facial expression
• Eye contact
• Object communication such
as clothing hairstyles
 EFFECTIVE TECHNIQUES
•Listening
• Listen to understand instead of just
hearing
• Focus on meaning. Distinguish the facts
from the emotion
• Listen actively
• Give feedback: repeat/paraphrase what
you believe the customer told you; seek
information if you got it right.
• “The better you listen the more your
customer will respond to you.”
 COMPONENTS OF TEAMWORK

COOPERATION
 COOPERATION
• QUESTIONS THAT CAN HELP YOU ASSESS YOUR COOPERATION:
1. Do you cooperate rather that compete with your team members?
2. Do you offer suggestions or opinions rather than impose what you
want?
3. Do you listen and consider other ideas?
4. Do you share information willingly?
5. Do you support the team’s decision even if not in total agreement?
 COMPONENTS OF TEAMWORK

COMPETENCE
 COMPONENTS OF TEAMWORK

COMMITMENT
ERROR FREE SERVICE
TRAINING
 WHAT IS CUSTOMER SERVICE?
(AND WHY IS IT IMPORTANT?)
Customer service is the support you offer your customers — both before and
after they buy your product — that helps them have an easy and enjoyable
experience with you. It’s more than just providing answers; it’s an important part
of the promise your brand makes to its customers. And it’s a critical to the success
of your business. Why?

• Customer service can have a big impact on your bottom line.

• It’s often said that it’s cheaper to keep existing customers than to find new ones.
(Some even estimate that acquiring customers costs 6-7x more.) And it’s true:
bad customer service is a key driver of churn. The 
U.S. Small Business Administration claims 68% of customers leave because
they’re upset with the treatment they've received. Unacceptable! 
Prioritizing customer support helps you attract and retain quality customers.
• Customer support can make or break your reputation.
• It’s no surprise that as today’s social, mobile consumers have grown accustomed to getting what
they want, when they want it, their expectations have risen accordingly. In fact, in a recent poll,
82% of CEOs reported that customer expectations of their companies were “somewhat” or “much”
higher than they were three years ago. And customers are quick to share negative experiences
online. Now the products and services you offer are only as good as the service you back them with
— so it’s important to support customers on every channelfrom day one.
• Customer service is critical to competing effectively.
• In the past, people chose which companies they did business with based on price or brand, but
today the overall experience is the driver. 
Gartner reports that 89% of companies now expect to compete mostly on the basis of customer ex
perience
, versus 36% four years ago. Customer support is a major driver of customer experience, but only if
you expand the role of your support team beyond the purely reactive role many of them play
today. When support agents are empowered to go above-and-beyond with customers, or have a
helpdesk solution that makes it easy for them to upsell or cross-sell relevant services, they can
create winning experiences that help you stand out from the competition.
• Customers are willing to pay more for a better experience.
• Focusing on the customer experience isn’t just the latest trend — it’s also
smart business. It turns out that making every touchpoint great doesn’t
just make customers love you; it can also increase your profits. Surveys
have shown that 86 percent of consumers would pay more for a better
customer experience. You may decide to tier your customer base if some
are willing to pay more for premium experiences, including support, early
access to features, or other benefits. Either way, your bottom line will
benefit.
 CUSTOMER DELIGHT

• Customer delight is surprising a customer by exceeding his or her

expectations and thus creating a positive emotional reaction. This
emotional reaction leads to word of mouth. Customer delight directly
affects sales and profitability of a company as it helps to distinguish the
company and its products and services from the competition.[1][2] In the
past customer satisfaction has been seen as a key performance indicator.
Customer satisfaction measures the extent to which the expectations of a
customer are met (compared to expectations being exceeded). However,
it has been discovered that mere customer satisfaction does not create 
brand loyalty nor does it encourage positive word of mouth.
 continuation…

• Customer delight can be created by the product itself, by accompanied

standard services and by interaction with people at the front line. The
interaction is the greatest source of opportunities to create delight as it
can be personalized and tailored to the specific needs and wishes of the
customer.[3] During contacts with touch points in the company, more than
just customer service can be delivered. The person at the front line can
surprise by showing a sincere personal interest in the customer, offer
small attentions that might please or find a solution specific to particular
needs. Those front-line employees are able to develop a relationship
between the customer and the brand. Elements in creating motivated
staff are: recruiting the right people, motivating them continuously and
leading them in a clear way.