OBJECTIVES

Upon completion of this course you will be able to:

Define what customer service is and its

importance within Office of Family Programs

Identify our customers

Identify traits of positive customer service as well

as negative customer service

Identify strategies for dealing with difficult

customers

Identify strategies for improving / maintaining

positive customer service

QUICK THINK

Before starting this course, think of a time when

you experienced poor customer service…

How did it make you feel?

What did you do as a result of this?

Did you return to the business after

your initial experience?

WHAT IS CUSTOMER SERVICE?

Universally, customer services is defined as:

…the means of providing a quality product

or service that satisfies the needs and

wants of a customer, ensuring their return

in the future.

Note the key terms:

Quality

Satisfies

Return

KEY TERMS EXPANDED

Let’s look at those key terms in greater detail:

Quality: Whether providing resources or planning and executing an event, everything must be done with the highest level of excellence

Satisfies: End products must fulfill or exceed the initial needs of the customer; do not leave them searching for more

Return: The best measure of successful customer service is the return of customers for future events, resources, activities or support

THE NUMBERS DO NOT LIE

A recent study by a national firm found the following to be true:

The average customers will spend up to 10% more for the same product with better service

When customers receive good service they tell 10-12 people

When customers receive poor service they tell 20 people

There is an 82% chance a customer will return to an organization that provided them good customer service

Conversely, there is a 91% chance the customer will not return if he / she experiences poor customer service

CUSTOMER SERVICE

AND THE OFFICE OF FAMILY PROGRAMS

Customer Why they matter…

State Family Program

Directors (SFPD)

State Family Program Directors are the government managers at the local level.

They set the expectations and vision of the Program; a direct link between the

state level Program and NGB.

Military Families All we do is in support of military families. When they are taken care of and

stress factors are reduced, then the Soldier / Airman has the ability to perform

duties in a professional and efficient manner. Our services allow for the SM

overseas to focus on the mission at hand because families are taken care of back

home.

Military Youth To a large degree, their ability to remain resilient throughout the deployment

cycle / military career depends on our ability to deliver timely, relevant and

quality programming and services.

DRU’s The FRG is a Command sponsored program at the request and guidance from

NGB. If the DRU Commands are readily trained as well as their volunteers we

are able to provide the Soldiers and Families with the information / resources

they need to be informed. Additionally, while providing support it ensures

Soldiers and their Families are better prepared and sustained throughout the

deployment cycle.

NGB & Department of

the Army / Department

of Defense

Aside from reputation, funding and policy is driven by these entities. They must

feel confident in the ability of all Programs to execute a strategic, quality, fiscally-

responsible and welcoming program.

Community Partners

In an era of fiscal constraints, a positive relationship with outside partners better

ensures we are able to meet the needs of our military families through the

utilization of the partner’s resources and support.

TRUTHS ABOUT CUSTOMER SERVICE When talking about customer service, it is

important to remember the 7-11 Philosophy.

The 7-11 Philosophy states that:

…a typical customer forms their opinion of

an organization in the first 7 seconds, in 11

basic categories.

Bottom line…you never have a second chance to

make a first impression!

7-11 PHILOSOPHY

The 11 categories are as follows:

Cleanliness

Empathy

Credibility

Knowledge-Base

Responsiveness

Friendliness

Helpfulness

Understanding

Courteousness

Confidence

Professionalism

These 11 categories determine

if the customer…

Likes You

Dislikes You

Feels Indifferent

YOU ARE THE DRIVING FORCE BEHIND

CUSTOMER SERVICE

Ask, don’t Tell: Doing this demonstrates the customer is in charge;

extends the common courtesy that lets them know

they are valued and appreciated

Use phrases like “Do you mind waiting while I find

out for you?” instead of “Wait here and I’ll find out for

you.”

Never End on a Negative: Work to avoid words like ‘can’t’… ‘won’t’… ‘no’

Rather, consider the following: “While I do not have

the ability to provide what you are asking for, I can do

this…”

YOU ARE THE DRIVING FORCE BEHIND

CUSTOMER SERVICE

Develop an “Attitude of Gratitude”: Be thankful for the job that you have – not everyone

can claim that these days; remember to be appreciative

A positive attitude is infectious, so is a negative attitude – you make the call based on your actions

Remember the Golden Rule:

At all times and in all cases… treat others how you would want to be treated

Listen actively, be welcoming and empathetic

Delivery + Accountability = Positive Customer Service

QUALITIES OF POSITIVE CUSTOMER

SERVICE

The following professional qualities greatly impact overall customer opinions and perceptions:

Friendliness – the most basic and associated with courtesy and politeness

Empathy – showing the customer you appreciate their wants and circumstance

Fairness – all customers should feel equally attended to and resourced

Control – customers want to feel their input has influence on outcome

Information – all customers want to be kept informed of products and services available to them

QUALITIES OF NEGATIVE CUSTOMER

SERVICE

The following qualities negatively impact customer service:

Appearing Unprofessional – if you and / or your work space look disheveled, the customer will assume that is how the Program operates

Interrupting a Customer – no one wants to be interrupted; One of the 7 Habits of Stephen Covey is: seek first to understand, then to be understood

Challenging or Ignoring Wants of Customer – while you may not be able to deliver everything, strive to meet as many needs as possible

Ignoring Customers – whether in-person or electronically, always acknowledge and respond to customers in a timely manner

Unprofessional Communication – when speaking, writing or presenting, ensure everything is grammatically correct, respectful and conveys true professionalism

SIMPLE ACTIONS, GREAT RETURNS The following simple actions can yield great returns when it comes to customers’ perception of the Program and you as a professional:

Smiling – a smile or polite conversation can immediately win people over

Eye Contact – always maintain eye contact

Presentation – make sure you convey professionalism and credibility

Shaking Hands – firm and professional; should accompany a smile

Be Attentive – use body language to convey that you are actively listening and engaged

Tone of Voice – always remain friendly, calm, respectful; never raise your voice

Hand Gestures – use hand movements to emphasize what you say and your feelings

Personal Space – establish a respectful and comfortable distance from the customer; avoid being too close or appear at a distance

Posture – avoid slouching, fidgeting, hands in pockets; look confident and compassionate at the same time

Observation – pay attention to your customer and respond accordingly in a positive way

PROFESSIONALISM IN A VIRTUAL WORLD Whether in-person or via a virtual connection, customer service standards should remain at the highest levels. This can be achieved by:

Emails – ensure responses to customer emails do not exceed 24-hour window

Responses should be grammatically correct, informative and professional

Facebook – acknowledge customers; keep them informed with relevant and timely posts / information

On average, 39% of customers expect acknowledgement following a ‘Like’ of an organization

Postings (whether written or graphic) must be grammatically correct, accurate and professional

If your personal page is also the one you use for your professional position, be cognizant of what you post and possible ramifications to those viewing

Voicemail – out-going and incoming messages must be respectful, informative and accurate

Out-going: “You have reached the voicemail of John Smith, (Position Title) for the Louisiana National Guard, (Contract Co. if applicable). I am unable to take your call at the moment; however, if you would please leave your name, number and a brief message, and I will return your call at my earliest convenience.”

CUSTOMER SERVICE AND OUR TEAM

Operating as a successful team can greatly improve overall customer service. Ensure this by doing the following:

Being respectful of all members of our team

Being coachable and open-minded to help offered by supervisor or team member

Willing to work together to accomplish Program goals / expectations

Willingness to be available and do your share of necessary extras (taking one for the team)

Willing to share your knowledge with others; mentoring and supporting new members

Giving recognition and credit whenever you can for a job well done or a difficult situation being handled positively

CREATING POSITIVE IMPRESSIONS

The following tips can help you establish a positive impression in the eyes of your customers:

Remaining thoughtful in meeting customer needs

Establishing a personal responsibility to the customer

Problem solving in a timely manner

Offering immediate assistance

Being friendly

Using the customer’s name in conversations

Using a pleasant tone of voice

Being polite and using courteous manners

Maintaining a neat and organized work space

Approaching customers with a genuine smile

ACTIONS LEADING TO NEGATIVE

IMPRESSIONS

Avoid the following behaviors, as they can quickly establish a negative impression with customers:

Making the customer wait

Not answering the phone promptly (no more than 3 rings)

Not saying ‘please’ and ‘thank you’ in conversation

Speaking loudly or condescendingly to customers or colleagues

Making faces, frowning, acting distant / distracted

Looking disheveled or unprofessional

Using a poor / weak handshake; no eye contact

Focusing on another task while addressing / helping a customer

POPULAR PHRASES THAT KILL CUSTOMER

SERVICE – FINDING ALTERNATIVES

Wrong Approach Alternate Approach

“No.” “What I can do is…”

“I don’t know.” “Let me see what I can find out…”

“That’s not my job.” “Let me find the right person who

can help you with…”

“Calm down.” “I’m sorry. How can I help?”

“I’m busy right now.” “I’ll be with you in just a moment.”

“Call me back.” “Let me call you back. What is the

best number to reach you?”

“That’s not my fault.” “Let’s see what we can do about

this…”

“You need to speak with someone

else.”

“Let me find out for you…”

“I just tell it how it is.” “I want to be honest with you. Let’s

see how we can solve this problem

together…”

DEALING WITH THE DIFFICULT ONES Encountering a difficult or challenging individual is part of the professional world. Use these strategies when communicating with an unsatisfied customer:

Listen – be patient, attentive and friendly

Express you are sorry – be empathetic; “How can we work to solve this problem together?”

Do not argue or interrupt – let the customer speak before you try to discuss what has happened

Do not lose your self-control – stay relaxed; your calming demeanor can calm that of your customer

Point out facts – listen carefully – write everything down; do not make comments until the customer has finished speaking

Admit the problem – acknowledge the issue; take corrective actions; never promise beyond your means / ability

Involve the customer in problem solving – respectfully ask the customer to suggest solutions

Follow-up – ignoring the problem will only make it worse; ensure customer needs have been met following interaction

Give customers a ‘way back’ – at times customers are wrong; let them leave with dignity and without embarrassment

Do not question customer’s correctness – from the beginning you should believe the customer is right; always be open-minded toward the customer’s opinion, making them feel listened to

CUSTOMER SERVICE:

THE ‘KISS’ PHILOSOPHY

Remember the following regarding positive

customer SERVICE:

Strive for excellence

Express empathy

Respect their time

Value their opinions

Invest in their needs / concerns

Control your emotions / reactions

Ensure timely follow-up

As evidence of completion of this course, you will need to complete the short assessment tool provided. To access the assessment, please click on the link below:

Click here to being your assessment:

http://www.classmarker.com/online-test/start/?quiz=fk453ac24602a428

Please Note: Following completion of the assessment, please save/print out the certificate and then scan the document

and email the results to your RAPM. This will serve as your documentation of completion.

You have now completed the Customer Service module as outlined by

the national contract. Congratulations!