2.  Definition and Essence
 Possible Outcomes and Flow of
Customer Service
 Customer Loyalty vs. Customer
Satisfaction
 Customer Service Training
 Situational Service Phraseology
 Rule of Customer Service

3.  Comes from 2 words:
Customer – one who buys
something.
Service – working for, with,
and in behalf of people.
 What is Customer Service?

4.  Any contact between a customer and
a company.
 Very subjective and exists only in the
eyes of the beholder whenever there is
customer contact or “moment of
truth”.

5. “To know me is to love me” – customer
loyalty develops as customers feel a
connection with a company.

6. 1. Negative
2. Positive

7. Marketing
events operations
Customer
classifica-
tion
Positive
outcome Negative
outcome

8.  Customer Loyalty
› Very important and more important
than customer satisfaction
› Develops when customers get
involved with the company above
normal transactions through:

9. › showing extraordinary effort
› making care for customers
recognizable
› providing individual service

10.  Forgive and understand
minor problems
 Are not price sensitive
 Will help the business sell
with word-of-mouth way
 Will not jump at the next
“pretty face”

11.  Will continue doing business until something
better comes along
 No personal interaction
 Sees business as impersonal, only doing
business with a company, not with a person

12.  Is the most costly and effective way to
build customer loyalty.
Whether or not training has taken place,
it will be evident through services.
 Customer service training is either:
› An investment
› An expense

13. 1. Basic training – enables employees to
adequately know their products,
systems and procedures.
1. Competitive edge training – expensive
but definitely increases the level of
training.

14. *Additional:
Set standards for our employees that
will make them have the potential to be
competitive.
Ensure that “soft skills” are taught
including attitude.

15. SITUATION COMMON SERVICE
PHRASEOLOGY PHRASEOLOGY
The customer has a What seems to be Please tell me what
problem or the problem? happened.
complaint.
A customer is You have to wait 20 Your table will be
looking for a seat at minutes for a table. ready in 20 minutes.
a restaurant.
An employee must One moment, One moment,
leave a customer for please. please. I will…
a short time.
A telephone Hold on, please. May I put you on
operator is putting a hold?
caller on hold.

16. *cynic: someone that has a
negative attitude towards
many issues.
1. Always assume your customers are
truthful.
› It is attitude and trust towards the customer
that is important.

17. By assuming the above rule…
 interrogation is eliminated, process is
simplified, and your customer goes away
satisfied.
 Management and employee’s stress
caused by confrontation is also
eliminated.