This document provides guidance on developing a customer-oriented service culture. It discusses the importance of treating customers in a friendly, flexible, problem-solving and error-recovery manner. It also defines the different types of customers an organization may have and emphasizes the importance of meeting and exceeding customer expectations. Finally, it offers tips for improving service quality such as asking for customer input, reviewing processes and policies, and ensuring availability, understanding of customer needs, and timeliness.

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Orientation On
Basic Customers
Relation

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“Public Office is a public trust.
Public officers and employees
must at all times be accountable
to the people, serve them with
utmost responsibility, integrity,
loyalty, and efficiency…”
(1987 Constitution of the Philippines, Article XI, Section 1)

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CUSTOMERS
QUALITY
INNOVATION
PROCEDURES
LEADERSHIP
ACCOUNTABILITY
discriminated special
mediocre
high quality
myopic open to change
unclear updated/transparent
autocratic democratic
buck passing command responsibility
BUREAUCRATIC SERVICE
CULTURE
ARENA OF CHANGE
CUSTOMER-ORIENTED
SERVICE CULTURE

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4 Kinds of Treatment
1. Friendly and Caring
People want to feel that
their needs are important
to you and your
organization and that
they are treated in a
friendly way. This
includes such simple
things as giving
information and
answering questions.

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2. Flexible
People want the
person
who helps them to be
able to “go around”
the
system, if necessary,
and
to make it work for
them when the present
situation does not
totally meet their
needs.

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3. Problem Solving
When people have problems
that need some attention,
they want to know that you
are able to figure out a
solution. They want to know
that they will not be
transferred or shuttled
around and left feeling that
they are responsible for
taking care of their
problem.

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4. “Error” Recovery
When a mistake is made, people
want it to be taken cared of
immediately and to their
satisfaction, It is not as if people
expect perfection, actually may
people are quite considerate of
the realities of human systems
and the potential for honest
mistakes being made. What they
want is some kind of quick
response that recognizes that a
mistake has been made and every
effort is being made to correct it.

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Anyone internal or external to the organization for
whom your work, products (results, outputs) or
services (expertise, knowledge) are produced or
intended.
Anyone whose success or satisfaction depends on
your action.

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Four Types of Customers
Direct :
Indirect :
Internal :
External :
Individuals or organizations who avail themselves of your
products (results, outputs) or services (expertise,
knowledge) for their personal or organization’s use.
Individuals or organizations that benefit from your
products or services through another party or from a
direct customer.
Another person, your boss, a group of peers, another
division or another department within the organization
that depends on products or services you provide.
An individual, a group of individuals or another
organization outside of your organization that depends
on products or services you provide.

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Customer Expectations
Example:
“Asking for directions inside the building.”
Customer Expectations:
There’s an “information” person
No line or short wait in line
Information person is knowledgeable and patient
Directions or signage are clear and easy to understand
Directions accurate

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Try to think of actual experiences you have had, not only
with government agencies, but from the perspective of a
customer who has needs and wants. Think of what makes
the service really memorable.

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Ways to Improve Service
Ask your customers for input.
Ask fellow employees in the work unit.
Revisit your service vision, values, strategies, standards and
performance pledges.
Examine your service delivery cycles.
Continuously educate management and staff.
Analyze key customer contact points

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Review processes, practices, procedures and
policies regarding your work.
Look for ways to streamline and simplify.
Inform and educate your customers.

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Availability – you respond when they need you.
Understanding Needs – you know your customer’s business.
Cooperativeness – you do what’s necessary and beyond.
Helpfulness – you take those extra steps to keep the customer
happy.
Timeliness – you deliver at the time when service is needed.
Professionalism – you behave and act in an ethical manner.
(5S of professionalism – Standard, Skills, Spirit, Specialized
Knowledge & Supportive Environment )

16. 5S of Professionalism
Skills,
Specialized
Knowledge
Spirit,
Standard
Supportive Environment

17. Follow up – you keep the customer advised.
Problem Solver – you identify potential
problem areas, solve them and handle change.
Quality – you deliver what the customer
expects.
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* Service quality is largely determined
by customer perceptions – their
beliefs about what they’re GETTING
compared to what they EXPECTED.
* Perceptions are highly subjective.
* Perceptions may not be logical,
accurate, or fair, but they’re real and
they’re powerful.
To produce customer satisfaction:
*Make the customer feel important.
*Listen and respond to customer’s
feelings.
*Ask for and offer suggestions.
*Acknowledge customers.
*Clarify details about each specific
situation.
*Meet (or exceed) customer’s
needs.
*Make sure the customer is happy
with what s/he gets.
*Appear trained and prepared.
*Follow-through.
PERCEPTIONS SATISFACTION

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Written satisfaction surveys
Phone surveys
One-on-one interview with key informants
Point of service comment cards
In-depth focus group discussion
Direct customer feedback
Suggestion boxes

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*Specific words and actions of
customers that drives us service
providers “crazy”
*Specific words and actions of service
providers that drives customers
“crazy”

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1. Parent
a. Critical parent
– Judgmental
– Condescending
– I know best
– Always, should, never
– Can’t please
– Feel like and pointing finger
2. Adult
– Unemotional/factual
– What/who/when/how
– Give and ask for ideas and
opinions
– Problem-solver
b. Nurturing
– Protective
– I’ll take care of it
– Let’s not argue
– Arm around
– “mom”/”dad”
3. Child
– Free expression
– Spontaneous
– Gut level emotion
– Manipulative
– Self-absorbed
– Know-it-all

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* Definitions of Types of Transactions
1. Parallel
In a parallel transaction a person sends a direct message to
someone and the sender gets an expected response. This can
occur between any two ego states. When the response is
expected, the transaction is complimentary and the lines of
communication remain open and uninterrupted.
Examples:
P P P P
A A A A
C C C C
X: Are you attending the X: Let’s call in sick
Staff Meeting this morning? tomorrow.
Y: Yes, I plan to attend. Y: Great. It should be a
great day to go off.

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2. Crossed
A crossed transaction occurs when the sender is met with
an unexpected response. When this takes place, the
transaction may become blocked and communication may
be closed off or diverted. In this state, people may become
angry, confused or withdrawn.
Examples:
P P P P
A A A A
C C C C
X: Are you attending the X: Let’s call in sick
Staff meeting this morning? tomorrow?
Y: Why are you always Y: You shouldn’t be
checking on me? breaking the rules
by calling in sick
when you are not
sick.

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3. Ulterior
Ulterior transactions occur when a person appears to be
sending one kind of message but is actually sending another
kind of message in disguise. Sometimes the tone of voice or
body language will convey the real message. This sort of
transaction is undesirable.
Examples:
P P P P
A A A A
C C C C
X: Ms. Madlangbayan, the policy X: Mr. Olaño where
of this agency is to pay clerical are the data sheets
staff P300.00 per day. from the Accounting
Department.
(Ms. Madlangbayan, this agency (Mr. Olaño, why don’t you
is paying you P300.00 per day handle your work like
That’s a lot of money for the you are supposed to.)
kind of work you’ve been
turning out.)

26. Attitude is your mental
position with regard to facts –
or more simply, the way you
view things.
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1. Your attitude toward customers influences your behavior. You
cannot always camouflage how you feel.
2. Your attitude determines the level of your job satisfaction.
3. Your attitude affects everyone who comes in contact with
you, either in person or on the telephone.
4. Your attitude is not only reflected by your tone of voice, but
also by the way you stand or sit, your facial expression and
other non-verbal ways.
5. Your attitude is not fixed. The attitude you choose to display
is up to you.

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FUNDAMENTAL SKILLS IN CUSTOMER
INTERACTION
3 CRITICAL TYPES OF CUSTOMER
INTERACTION:
1. Dealing with Complaints
2. Saying “No” without
antagonizing
3. Handling difficult people

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LISTEN
* Paraphrasing
*Ask Questions for
clarification
*Reflecting on Feelings
*Summarizing

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ACKNOWLEDGE
*Good eye contact
*Nodding
*Non-verbals: body and voice
*Sub-verbals
*Focused attention

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TECHNIQUES IN DEALING WITH
COMPLAINTS
*Allow customer to vent . . .
*Apologize
*Educate the customer
*Ask open questions
*Explain action
*Thank the customer
*Under promise, but sometimes over deliver
*Write complaints down
*“Escalate concern” to emphatize

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TECHNIQUES IN SAYING “NO” WITHOUT ANTAGONIZING
*Use warm and cooperative voice
*Explain why
*Eliminate jargon
*Be courteous
*Restate policy
*Give benefit to customer first
*Suggest alternatives

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PRAYER BEFORE STARTING WORK
Our loving God, as we begin our work, we bring Your presence with us.
We speak Your compassion, Your grace, Your mercy,
and we ask you to share Your gift of peace.
We acknowledge Your power over all that will be spoken, thought, decided
and done throughout this day.
Anoint our projects, ideas, and struggles, so that even our smallest
Accomplishment may bring You glory.
Lord, when we are confused, guide us.
When we are discouraged and losing hope, energize us.
When we are burned out, infuse us with the light of the Holy Spirit.
May the work that we do and the way we do it bring faith, joy,
and a smile to all that we come in contact with today.
Bless our family, our home, our nation.
May truly care for the earth and the community of life
as we try to promote your dream for justice and liberation.
In the Name of Jesus we pray,
with much love and Thanksgiving.....
Amen.