Customer Service Training 101: Quick and Easy Techniques That Get Great Results - Softcover

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REN'E EVENSON is a small-business consultant specializing in workplace communication and conflict resolution strategies. She is the author of several books, including Powerful Phrases for Effective Customer Service and Customer Service Training 101.

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It’s not about marketing, demand, distribution, or even a great product. The number-one key to your business success is customer service, because if the buying experience is anything less than exceptional, consumers will look elsewhere for what they need. And it’s truer now than ever before, with a virtually unlimited range of choices available online. You can’t afford to offer sub-par customer service that gives competing companies the edge.

The gold standard since its initial publication more than a decade ago, Customer Service Training 101 is designed to help managers teach and motivate their workforce to interact effectively with the public. The revised third edition of this invaluable resource has been substantially updated to reflect the changing realities of today’s marketplace and the new technologies that drive buying and selling in the 21st century.

Customer Service Training 101 offers powerful tools and techniques for solidifying customer loyalty. Each chapter provides specific examples of the right and the wrong way to handle customer contacts in a host of different situations—as well as practice lessons, topics for discussion and brainstorming, “how-do-I-measure-up” questions that will enable employees to analyze and improve their skill levels, and more.

The revised edition includes expanded sections on online and social media-based customer service, and new email and website strategies, since many of today’s interactions involve good writing skills. This new version also covers the most effective methods for providing efficient and courteous service in self-serve operations.

Your employees are the face and the voice of your company, whether they’re dealing with customers by phone, online, or face-to-face in brick-and-mortar establishments. The impressions they leave will dramatically affect the sales of your company’s products or services, and if their “people skills” are lacking, your business will suffer.

If you’re an owner or manager who’s interested in preparing your company’s personnel to relate more positively with customers and clients—or if you’re an employee looking to improve your communication and sales skills—Customer Service Training 101 is the one guide you need to make it happen.

Advance praise for this edition:

“Customer Service Training 101 is a practical and actionable guide that will prepare front-line employees to provide exceptional customer service, whether face-to-face, over the phone, or online.”— Steve Curtin, author of Delight Your Customers

“Customer Service Training 101 serves as the foundation for a well-received collegiate customer service course. The book provides the right blend of customer service theory and practical, real-world application examples to be an important input to a four-year business management curriculum.” — David Lungren, Vice President, Digital Content Solutions, Collegis Education

“Renée Evenson’s Customer Service Training 101 has long been recognized as a must-have training tool for customer service managers and frontline reps. The third edition is an even more fine-pointed and practical tool for preparing customer service reps to create positive and productive interactions with customers, whatever service channel is being used.”— Bill Keenan, editor, Customer Communicator

RENÉE EVENSON is a customer service consultant and author of nine books specializing in communication, conflict resolution, and customer service. Her latest books are Powerful Phrases for Effective Customer Service and Powerful Phrases for Dealing with Difficult People.

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CHAPTER 1: Your First Steps Can Make a Huge Stride: The Basics

WHATEVER BUSINESS YOU ARE IN, THE CUSTOMER IS THE REASON YOU HAVE A JOB

You may be wondering what has happened to customer service. Think, for a moment, about your own interactions as a customer. In the past few days, how many times were you a customer? Did you go to the grocery store or the mall? Did you visit the post office, doctor's office, bank, dry cleaners, or your child's school? Did you eat any meals out? Did you call a company to ask a question or shop online?

You probably were a customer more times than you realized. As a customer, you have choices. How many stores are in your mall? How many doctors are in your phone book? How many restaurants are nearby? And if you shop online, you know the choices are endless. In your interactions, how many times were you met with boredom, indifference, rudeness, or condescension? How many times were you greeted with a friendly smile and an enthusiastic attitude? Did this enthusiastic attitude come as a surprise, and were you thrilled or even grateful for the experience? Customers should never have to feel grateful for being treated well. Being treated well should be the standard.

The reality is that if you are not happy with the service at one business, you have the option of going elsewhere. When you are given great service, you are likely to go back for repeat business. You are also likely to recommend the business to your friends. As a service provider, keep in mind that your customers have the same choices you do. How you treat your customers does matter. If they are not happy with the way you treat them, they can, and probably will, go elsewhere.

Think again about your own interactions as a customer. Which ones stand out in your mind? You will remember service that is outstanding or awful. Mediocre service is soon forgotten. Be someone who is remembered for being outstanding.

CUSTOMER SERVICE IS THE BASICS

We are going to take our first steps with the basics because:

The basics are the basis of customer service.

A favorable first impression is the basis of customer service. You begin providing service the moment you respond to a customer who comes into your business, calls you on the telephone, emails you, or posts on social media. When customers physically walk through your door, they take a mental snapshot of you and your surroundings. Without even thinking about it, they form a first impression. First impressions are also formed over the telephone and through online contact. How you speak, how well you listen, the words you choose, and how you write and respond all contribute to first impressions. If a customer's first impression is favorable, you have laid the foundation for providing great customer service. If the first impression is not favorable, you will have to dig deeper to begin building your foundation.

Being courteous is the basis of customer service. Customers appreciate courteous treatment. As young children, we learned basic courtesies: to say "please" and "thank you"; to pay attention and not to interrupt when other people speak; to treat others with respect; to play fairly; to say "I'm sorry." As adults, we sometimes forget how important these words and actions are. Courtesy words, phrases, and behaviors contain powerful messages. They show that you care.

A positive attitude is the basis of customer service. Customers appreciate a positive attitude. A great attitude can help overcome a poor first impression. Similarly, a negative attitude can destroy a favorable first impression.

Being truthful and acting in an ethical manner is the basis of customer service. Honesty is always the best policy. When you follow through on commitments and stay accountable for your actions, you show your customers that you value them and that they can rely on you to do the right thing.

By combining a favorable first impression, courteous treatment, a positive attitude, and ethical behaviors, you build a strong customer service foundation. Add effective communication skills, and you will be on your way to establishing long-lasting relationships with your customers. Once you master these customer service basics, learn how to effectively communicate, and develop skills to build strong relationships, you will confidently handle any customer in any situation.

Excerpted from CUSTOMER SERVICE TRAINING 101, Third Edition: Quick and Easy Techniques That Get Great Results by Renée Evenson. Copyright © 2018 Renée Evenson. Published by AMACOM Books, a division of American Management Association, New York, NY. Used with permission.

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