S THROUGH THE CUSTOMER

THROUGH THE

CUSTOMER'S EYES Customer Service Certification Program

This companion Customer Service Certification Program guide enhances the learning of the certification program and can also be used as a tool for completing the Learn More and Activity segments referred to in the video. Follow along in the workbook as indicated. Refer to the index for navigating through the different modules and chapters in this workbook.

We recommend that you complete the Pretest for each module prior to watching the video to familiarize yourself with the key concepts of the program.

Passing the certification is important. You should complete all the segments in each module including the practice tests, Learn More and Activity sections. If your company has purchased the online test license, you may log on to the certification Web site to begin taking the exams. Successful completion of all six exams is required to achieve certification.

Enjoy the training and good luck with your certification.

Through the Customer's Eyes ?2002 National Seminars Group A Division of Rockhurst University Continuing Education Center, Inc. All rights reserved, including the right to reproduce this material, in whole or in part.

Table of Contents

Module 1 -- Why Customer Service Matters . . . . . . . . . . . . . . .3 Module 2 -- What Customers Want . . . . . . . . . . . . . . . . . . . .20 Module 3 -- Essential Customer Service Skills, Part I . . . . . . . .34 Module 4 -- Essential Customer Service Skills, Part II . . . . . . .53 Module 5 -- Handling Complaints and

Dealing With Angry People . . . . . . . . . . . . . . . .67 Module 6 -- Customer Service as a Strategic Marketing

Tool and Customer Service Teams . . . . . . . . . . . .83 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97

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Module 1 -- Introduction

Module 1 Why Customer Service Matters

How to Establish Superior Value and Profitability

This module introduces you to the core concepts of: ? Lifetime Value ? Value ? Benefits ? Cost ? Creating Lifetime Customers

You will continue to encounter these core concepts as you complete the subsequent video training. The goal is to master the concepts, pass the exam and achieve certification.

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Through the Customer's Eyes

Module 1 Pretest

__1. When a person receives bad customer service, what is he or she most likely to do? a. Complain to a manager. b. Write a letter to the president of the company. c. Never do business with the company again. d. Find another salesperson.

__ 2. True or False? Finding a new customer is cheaper than keeping an existing one.

__ 3. If your company did not have to continually replace lost customers, money spent on marketing to replace lost customers could be used on: (Select all that apply.) a. New technology b. Equipment c. Expanded employee benefits d. Employee compensation

__ 4. Which statement is the most true?

a. Customers are most concerned with the cost of a product or service.

b. Customers are attracted and retained by superior value of a product or service.

c. Customers focus primarily on the convenience of obtaining a product or service.

__ 5. Which type of customer service representative could improve the profitability of your business?

a. A CSR who follows procedure to the letter, who maintains a strictly detached tone and attitude, and doesn't spend extra time with customers.

b. A CSR who listens and empathizes with customers, and lets customers know that their business and satisfaction is important to the company.

c. A CSR who does whatever it takes to make customers happy regardless of the amount of time and resources it takes.

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Module 1 -- Pretest

__ 6. Let's assume your company manufactures and sells heavy construction equipment. Select all of the following that could be considered customers of your company:

a. The architect who designed the plans for a building.

b. The construction company that is the contractor for building the building.

c. The union which provides the skilled labor for your company.

d. The companies that have lease agreements to occupy the building when it is finished.

e. The heavy equipment dealer who is a supplier to the contractor.

__ 8. True or False? A Final Customer is a person who purchases the product or service that your organization produces or provides.

__ 9. True or False? An Intermediate Customer is a potential customer who has NOT purchased your product or service yet but is likely to do so.

__10. True or False? An Internal Customer is a person who works for your organization and carries out functions on the way to the intermediate or final customers.

__ 7. What is the MOST LIKELY reason why a customer would never patronize your business again? a. Product or service wasn't adequate. b. Received poor customer service. c. Inconvenient location. d. Too many other customers.

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