Customer

Service
Training
Customer Service
Training is Vital

Ask a n y CEO of a c omp a n y , p r esi d en t of a bank, m a n a g e r of a n office, or retail e m pl oy ee

a n d t h ey will tell y o u h o w i m p o r t a n t t h e c u s t o m e r is to thei r oper ati ons . C u s t o m e r s who
receive excellent service greatly i m p a c t a n organization’s b o t t o m line a n d futur e success. I n
fact, 81% of peopl e ar e m o r e likely to work w i th a busi ness ag ai n after g o o d service. And, t h e
c o m p a n i e s th at prioritize t h e c u s t o m e r e x pe r i e nce gener ate 60% h i gh er profits t h a n t h ei r
competitors .

While m a n y c o m p a n i e s bo as t c u s t o m e r - centr ic mi s s i o n statements, values, a n d

priorities, th ey oft en lack a c on s i s t ent a n d t h o r o u g h t r a i n i n g p r o g r a m th at truly
c h a m p i o n s excellent c u s t o m e r service.

T h e m o s t successful or gan i z at i on s foc us o n c u s t o m e r service t r a i n i n g that delivers

consi stent a n d o n g o i n g k n o w l edg e a n d skills r equi r ed to provide excellent service t i m e a n d
t i m e agai n.

Lessonly exists to help c u s t o m e r s ervice t e a m s o n b o a r d n e w ag ent s quickly, deliver

c o n t i n u o u s e n a bl em en t , a n d en abl e t e a m s to deliver truly exceptional service t i me a n d t i me
agai n . That’s w h y w e c r eat ed t h i s c u s t o m e r service t r a i n i n g m a n u a l .
 Contents

Three Key Elements Do’s and Don’ts

Unsatisfied
Soft Skills Customers

First Impressions Problem Solving

Non-Verbal Service Leaders

Communication

Telephone Team Training

Etiquette

Tone of
Voice
Part 1of 11| Three Key Elements

1 Three Key
Elements
In order to develop a s o u n d training program, c o m p a n i e s m u s t first address t h ree
fundam en t a l elements of cust om er service with employees:

A Definition of Service A Clear Understanding of the Customer

H o w a bu sin e ss defines c u sto me r service Customers, buyers, a n d clients w a n t to feel
s h ap e s every c u sto me r interaction. Limited valued a n d cared for. They also n e e d s o m e o n e
definitions of service that only focus o n to u n d e r s t a n d their n e e d s a n d an s we r their
reven ue g ro w th mis s t h e overall point of questions. Therefore, great cu sto me r service
cu sto mer service. Instead, c u sto me r service starts with th e ability to listen to th e c u sto me r
definitions should provide a clear direction for a n d find ou t wh at they really n eed . Additionally,
every representative to address c u sto me r n e e d s businesses should identify a n d provide key
as m u c h as possible a n d bring t h e vision of a n pieces of cu sto mer in fo rmatio n including:
a ma z i n g cu sto me r e x p e rie nce to life. After all,
a h a p p y cu sto me r will c o n tin u e to b e a buying—
• What motivates t h e m to ma k e a
a n d returning—customer.
purchase/decision
• What are the details of their relationship/
A great definition of service is: history with the co mp an y
• Easy to u n d e r s t a n d • What they expect from the co mp an y
• Customer-centric t h e employees.
• Authentic
Part 1of 11| Three Key Elements

A Customer-Friendly Approach
O n e commonality a m o n g all compan i es or organizations that provide good ser vice is
the development of a system a n d attitude that promotes customer-friendly ser vice.

Two critical qualities to a “customer-friendly” approach are:

• Commu n i cat i on s
• Relationships
Part 2 of 11| Soft Skills

2 Soft
Skills
N o mat t er h o w a c u s t o m e r e n c o u n t e r s your brand, sof t skills are essential for a
successful c u s t o m e r ser vice interaction. Here are just 10 qualities of a t o p - n o t c h
c u s t o m e r ser vice rep:

Active Listener Confident

U nder standi ng t h e customer’s problem Confident customer service reps create
correctly a n d anticipating possible a foundati on of trust a n d
questions is t h e key to effective professionalism w i th customers.
c o m m u n i c a t i o n a n d successful
interactions.
Decision Maker
Attentive The ability to m a k e a decision is
Being attentive to all of the details the extremely impor tant. By feeling
customer shares helps pinpoint the confident in your role, you’ll also feel
problem, avoid misunderstanding, a n d comfor table m a k i n g h ard decisions
provide the for various customer n eeds
best solution. a n d questions.

Communicator Empathetic
By working the front-lines of the The ability to u n der s t an d a n d share
company, it’s impor tant to feelings of another person is crucial for
commu n i cat e knowledge a n d customer ser vice reps. Showing
information to customers—clearly empat h y a n d creating a n emotional
a n d concisely. Make it easy for con n ect i on earns lifelong customers for
customers to u n der s t an d the the company.
interaction whether it’s over the
phone, o n chat, or via email.
Part 2 of 11| Soft Skills

Flexible
Flexibility in thinking helps find the
right way to c o mmu n i ca t e with
ever y customer a n d deliver t h e m a
personalized experience.

Positive
A positive a nd friendly attitude is
the basis of a smooth interaction
where the customer is more likely
to be satisfied with the ser vice.

Problem Solver
Customers won’t always diagnose
their issues correctly. A great rep
takes the initiative to solve the issue
at hand and anticipate any future
problems the customer may have
and address it during the current
interaction.

Team Player
Being able to work for the good
of the entire customer ser vice
team creates a positive and
suppor tive environment. This will
increase rep morale, drive
productivity, and result in great
interactions.
Part 3 of 11| First Impressions

3 First
Impressions
The reality is, we prefer doing business with those we like a n d trust.
Impressions are key to developing trust a n d confidence in the customer.

Ways to Create a Positive Impression:

• Thoughtfulness in meeting the customer ’s needs

• Taking personal responsibility for a customer

• Quick problem-solving for the customer

• Offering immediate assistance

• Friendliness

• Using the customer ’s n a m e in a conversation

• Pleasant tone of voice

• Polite and cour teous ma n n e r s

• Genuine and thoughtful conversations
3 First
Impressions
Factors that Create a Negative Impression:

• Making the customer wait

• Not saying “please” and/or “thank you”

• Speaking loudly or condescendingly to customers or
colleagues

• Making faces, frowning, acting distant, not smiling

• Looking disheveled or like you don’t care

• A poor handshake
• Focusing o n another task while addressing a customer

Remember, impressions stay with those you meet, especially customers,

and once registered; negative impressions are difficult to overcome.
We’ll cover m a n y of these factors throughout training.
 Part 4 of 11| Non-verbal Communication

4 Non-verbal
Communication
Body l a n g u a g e h a s t h e ability to say m o re t h a n words. A s t u dy f o u n d t h at 55% of
w h a t w e learn f rom ot h er s actually c o m e s f rom their body language.

Of tentimes, t h e way information—good or bad—is presented i mpacts h o w it is

received. Because visual percepti on plays a n i mpor t an t role in impressions a n d
reactions, it’s i mpor t an t to con vey t h e i mp o r t an ce of t h e following bod y
l an gu age c o m p o n e n t s d u r i n g i n - per s on interactions:

Smiling Appearance
Facial expressions set a positive to n e before W h e n interacting with customers, dress neatly
a word is e v e n said a n d h a ve t h e p o we r to a n d in a professional m a n n e r to let customers
immediately d i s a r m a disgruntled customer. k n o w you take th e role seriously.

Eye contact Greeting

By looking into a customer’s eyes they’ll s e n s e W h e n sh ak in g h a n d s with a customer, a firm
that th ey are b ein g directly addre ssed a n d paid a n d professional h a n d s h a k e is expected.
attention to.

Hand gestures Attentiveness

Use h a n d mo v e me n t s to best e mp h a siz e what W h e n listening to a customer, slightly lean
you say a n d your feelings. towards t h e m a n d n o d ever so slightly to
indicate active listening a n d attentiveness.
Part 4 of 11| Non-verbal Communication

Personal Space
Leave adequate distance betw een you a n d the customer tol ensu re they feel safe a n d
secure.

Posture
Your pose or posture should express interest, friendliness, an d openness.

Observation
Notice h o w your cu s t omer behaves a n d h o w they react while providing ser vice.

These little, interpersonal actions c a n make or break a n interaction with a customer.

Part 5 of 11| Telephone Etiquette

5 Telephone
Etiquette
I n t h e world of c u s t o m e r ser vice m o s t people h at e picki ng u p t h e telephone.
However, this still ser ves as t h e p r i m a r y s u ppo r t c h a n n e l wi t h 47% of interacti ons
t aki n g place by ph on e.

Because ever y telephone encount er is blind, customer frustration tends to be

greater t h a n an y other co mmu n i ca t i on me di u m . After answerin g automati c
prompts a n d sitting o n a hold, a customer just wan ts to be helped quickly and
efficiently. From answering th e p h o n e to troubleshooting, here are easy-to-follow
steps to en s u re friendly, over-the-phone ser vice.

Answering the Phone

1. Clear you r mi n d : Stop whatever yo u are d o ing a n d t u r n you r attention to th e p h o n e call. In

d o in g so, yo u will increase your c h a n c e s to h ave a successful call.

2. Pick u p t h e p h o n e with in th re e rings: More t h a n th ree rings signals c h a o s or inattentiveness .

3. Give you r n a me : This courtesy serves to personalize t h e cu sto mer service ex perience as well as
allowing t h e c u sto me r to hold t h e representative accountable for t h e level of service.

4. Ask questions: Asking to help as s o o n as possible tells t h e cu sto mer yo u are there to serve their
n e e d s a n d solve their problems.

Let’s piece all of these together :

G o od morning, thanks for calling Lessonly Worldwide. My n a m e is Ollie; h o w

m a y I help you?
Part 5 of 11| Telephone Etiquette

Troubleshooting
Unfortunately, there are unavoidable
situations that m a y upset a customer. Here
are s o m e tips to best h andle these difficult
moments .

1. Putting a Customer on Hold

• Simply ask the customer if you

c a n put t h e m o n hold.
• Explain to customers why you are
putting t h e m o n hold.
• T h an k customers for holding.

2. Transferring a Call

• Ask the customer if they

m i n d being transferred
• Explain why they are being
transferred to whom they’ll be
speaking with next

3. Taking a Message

• Explain that the appropriate

per son is unavailable
• Give a reasonable estimate of w h e n
the co-worker will return
• Offer to help the caller as
m u c h as possible

4. Ending the Call

• End the call o n a positive note

• Repeat an y steps or actions that n e e d to
take place
Part 6 of 11| Tone of Voice

6 Tone
of Voice
Because a large por t i on of c u s t o m e r s er vice interactions still take place over t h e
ph on e, it’s n o t w h a t you say, it’s h o w you say it.

Th e m om ent a cu stom er picks up th e ph on e, body language a n d visual perceptions

disappear a n d the tone of voice becomes dominan t . Nearly the entire message
projected to the customer over th e p h o n e is derived from tone of voice a n d
attitude. For example:

• A flat tone of voice says, “I don’t like m y job and would rather be doing something else.”

• A slow pitch a n d presentation m a y convey aggravation or lack of engagement.

• A high pitch, rapid voice says, “I’m enthusiastic and eager to help.”

• A loud voice could signal aggression or frustration.

Therefore, keys to good p h o n e conversation include:

• Inflection

• Volume control
• Pacing
Part 6 of 11| Tone of Voice

Inflection
Inflection is what happens w h en you read a book, or tell a stor y — it’s th e w ave of h igh
an d low in your pitch that makes what you’re saying interesting.

W h e n customer ser vice representatives repeat a n u m b e r of phrases a n d information

a day, they tend to become monotone. Therefore, it’s impor tant to improve inflection
by:

• Breath in g — reg u late so each breath e is deep a n d slow

• Ch an gi n g arou n d the phrase you u s e — repetition equals mon ot on y
• Sm ilin g wh e n on th e ph on e — th is cau ses muscles to contract, creating a more
positive tone.

It’s also impor tant to be aware that too m u c h inflection s ou n ds unrealistic a n d

forced.

Volume
Speaking in a moderate voice is the n o r m for customer ser vice as high volume
scares a n d intimidates people. Low volumes c a n be ver y effective, especially w h e n a
customer is irate as it c a n be calming.

Speaking louder for shor t bursts c a n occasionally emphasi z e or focus attention, but
this technique should be rarely used.

Pace
Pace is a great tool to build rappor t with customers. Customer ser vice professionals
re c o m m e n d mi mi c ki n g your customer ’s pace. Speaking too fast m a y confuse
customers while speaking too slowly m a y s e e m condescending. By controlling the
pace of the conversation, customer ser vice representatives c a n get the customer
to consider what is being said while placing emph asis o n impor tant items. This is
also beneficial w h e n ar ticulating a solution or answer to the customer in a way they
understand .
VIDEO - RESERVATION
Part 7 of 11| Do’s and Don’ts

Do’s
7 and Don’ts
C u s t o m e r ser vice representatives face situations w h e n w h a t t h e y say m a k e s or
breaks a n interaction ever y day.

To avoid a potentially frustrating or a n g r y interaction, steer clear of these ten phrases:

• “No.” • “You’re right – that is bad.”

• “I don’t know.” • “Calm down.”
• “That’s not m y job/depar tment.” • “That’s not m y fault.”
• “I’m busy right now.” • “You n e e d to talk to m y super visor.”
• “Call m e back.” • “You w a n t it by when.”

No : Everyone hates the word “no”. It’s de-motivating, discouraging and disinteresting. “No” is
tantamount to bad service. While there are times that saying no is inevitable, there are other
ways to accentuate the positive and not the negatives of the situation. Try using phrases like
“What I can do is….” to demonstrate that you care and want to provide quality service despite
limitation.

I don’t know : Good service means never saying, “I don’t know.” When a customer hears this phrase
they hear, “I don’t feel like finding out the information you need.” By saying “I don’t know,” customer
service reps also increase the chance of losing the customer’s trust. Instead, it’s better to say, “I’ll find out”
or “Let me look into this and get back to you ASAP. “

That’s not my job/department: W h e n a customer asks for s omet h in g to be don e that

you don’t kn ow h o w to d o or don’t have the authority to do, take the initiative to
put h i m in contact with s o m e on e w h o can. It’s best to lead t h e m to the person
or depar t ment that c a n solve their problem a n d u s e the phrase “Let m e transfer
you to s o m e o n e w h o c a n immediately help you with this problem.”
Part 7 of 11| Do’s and Don’ts

You’re right — that’s my bad: Many inexperienced customer ser vice reps think that by
sympathizing with the customer ’s problem, they’ll w i n over the customer rather t h a n
solving their problem. Therefore, it’s impor tant to empathi ze with the customer to a
degree while tr ying to solve the issue. Rather t h a n saying it’s your mistake, tr y to
ac comm odat e th e customer with phrases like, “I u n der s t an d your frustration, let’s see
h o w we c a n solve
this problem.”

Calm down: Wh e n cu stom ers are u p set or an g r y let t h e m vent (within reason) to help
t h e m cal m down. Actually telling a customer to calm d o w n is condescending, a n d
of ten only escalates the issues. It’s better to say, “I’m sorry,” a n d begin the process of
solving their complaint or request. While apologizing doesn’t m e a n you agree with
ever ything the cust omer says, it is a m e a n s to empathize with t h e m an d mo v e the
conversation beyond frustration.

I’m busy right now: It’s not easy to juggle customers. While a representative m a y be
helping on e customer, they have another o n hold. Asking a customer to be patient or
politely asking t h e m to wait is ver y different t h a n putting t h e m off an d saying you’re
too busy to help. Likewise, if the customer visits in-person, don’t leave t h e m standing
there. “Being too busy” is t an t a m ou n t to saying you do not care a n d they are not
impor tant. Instead, let the customer kn ow they are impor tant a n d you are aware of
their presence. Better to say, “I’ll be with you in a moment” or “Please hold an d I’ll be
right with you.”

Call me back: Th is expression con veys little interest o n the par t of the customer relation’s
employee for the needs a n d wan ts of the customer. You should always call th e
customer back because you value their relationship a n d are responsive to their
requests. Being proactive is par t of good customer ser vice.

That’s not my fault: If a n an gr y customer accuses you of creating a problem, rightly or

wrongly, the natural reaction is to be defensive.
Part 7 of 11| Do’s and Don’ts

However, this is not the best course of action.

The customer h as a problem that n eeds to be
solved. By resisting t he n e e d to defend yourself,
a n d focusing o n the n eeds of the customer,
you c a n resolve the problem faster an d with
less stress a n d confrontation. We’ll discuss
h o w to com mu n i c at e with an gr y or dissatisfied
customers later on, but it’s best to say “Let’s see
what we c a n do about this problem.”

You’ll need to talk to my supervisor: This cliche of bad

customer ser vice h as angered a n d frustrated
customers for decades. Customers of ten ask
for things outside of the scope of your role or
authority—maybe even outside the ser vices or
products of the company. While passing off
these requests to your m a n a g e r is a tempting
option, it’s better if your attempt
to solve the problem yourself or go directly to
your super visor to get a solution. Then, you’ll
be c o me a ser vice hero for the customer a n d
the super visor. Try saying, “Let m e find that out
for you.”

You want it by when: Customers are likely to

m a k e unrealistic d eman d s , especially w h e n
it comes to time. While it easy for your first
reaction to be annoyan ce, don’t m a k e a snide or
sarcastic c o m men t . The best approach is to hold
off o n displaying a negative attitude a n d m a k i n g
a poor impression. Instead, say “I will let you
kn ow if that is feasible.”
Part 8 of 11| Unsatisfied Customers

8 Unsatisfied
Customers
It’s likely you’ll interact w i t h a c u s t o m e r w h o is simply unsatisfied. However, th ere are
steps to take t h at t u r n this challenge into a n oppor tunity.

W h e n c o m i n g into contact with a customer, c o m m u n i c a t i n g wi th t h em,

analyzing problems, d o n ot forget to provide g o o d cu s t omer ser vice. This m e a n s
accountability, responsibility, a n d taking action to satisfy t h e customer. If your
cu st omer is unsatisfied (for just or unjust reasons), tr y these t ech n iques to w i n their
suppor t a n d con t i n u ed loyalty.

Listen
It is of primar y i mpor t an ce w h e n dealing with a n unsatisfied or complai ning
customer to listen attentively to their complaint, gripe, frustration, or grievance. Be
patient, attentive, a n d friendly.

Express you are sorry (within reason)

This c an be tricky. While some customers are looking for a sincere apology, some may
feel it’s disingenuous. Apologize for frustration an d inconvenience w h en applicable to let
the customer know you care about their feelings

Do not argue or interrupt

This will only w o r s e n t h e situation, especially if t h e c u s t o m e r is angry. Let t h e m speak before
y o u try to m o v e t h e c on v er s at i on forward.

Do not lose your self-control

If you stay relaxed, cu s t omer s will m o s t likely calm dow n .

Point out facts

Listen carefully a n d write ever ythin g d o w n so you c a n accurately reference key facts
or points m a d e du ri n g t h e conversation.
Part 8 of 11| Unsatisfied Customers

Admit the problem

If yo u c a n su g g e st a solution, d o it. If not,
tell t h e c u s t o me r w h a t a c tio n yo u will take
a n d w h a t actio n s will follow. Never m a k e t h e
mistak e of p r o mi s i n g s o m e t h i n g yo u can’t do.

Involve the customer in the solution

Suggest t h e c u s t o me r alternative solutions, if
th ey exist. They’ll appreciate t h e o p p o rt u n i ty to
b e involved i n t h e process.

Follow up
Make su re th at t h e p r o mi s e d me a s u r e s are
taken. If yo u d o n o t fulfill w h a t w a s p r o mi s e d
a n d ig n o re t h e customer’s complaint, t h e
p ro b lem will escalate a n d b e c o m e m o r e
difficult to m a n a g e .

Give the customer a “way back”

S o met i me s cu s t o me r s are wr o n g. You sho uld
let t h e m leave t h e interaction with dignity s o
th ey don’t feel e mb a rra sse d .

Do not question the

customer’s correctness
It’s i mp o r t a n t to believe t h e c u s t o me r is i n t h e
right fro m t h e very b e g i n n i n g . Always b e o p e n
m i n d e d to ward their p ro b le m or o p i n i o n so
th ey feel th ey are b e i n g listened to.
Part 9 of 11| Problem Solving

9 Problem
Solving
O n e of t h e top reas on s for c u s t o m e r loss is failure to solve their problem. So, while
it’s i m p o r t a n t to consider h o w to c o m m u n i c a t e w i t h a n unsatisfied customer, it’s
equally i m p o r t a n t to solve t h e problem at h a n d .

W h e n you listen to the customer ’s complaint you take responsibility to solve the
problem. As a customer ser vice representative, you should always:

• Listen with full attention

• Behave without aggression, a n d without arguing

• Avoid extending excuses for the problem, a n d t h an k the customer for

drawing their attention to it a n d helpling solve it

• Express sympathy a n d full u n der s t an di n g

• Ask necessar y questions to get more complete information a n d a full
u n der s t an di n g of the situation

• Find out exactly what the customer n eed s you to do for t h e m

• Explain first what you c a n do, a n d gently add what you c a n n o t do

• Discuss in detail all options, a n d t h e n discuss the best solution

• Under take immediately was discussed

• Check the result to m a k e sure the customer is completely satisfied
Part 10 of 11| Service Leaders

10 Service
Leaders
C u s t o m e r ser vice leaders rarely u n d e r s t a n d h o w their actions, tone, a n d attitude
affect t h e p e r f o r m a n c e a n d s u cces s of their staff. As a leader, t h e first step to
mot i vatin g you r staff is to d em on s t ra t e t h e c u s t o m e r ser vice qualities you w a n t
t h e m to emulate.

There are a n u m b e r of factors to take into account as you seek to build a successful
customer ser vice unit:

1. Greet your staff in the morning. Star t ou t th e day with a positive attitude.

2. Discuss your feelings. Don ’t ve n t in fron t employees, but rem ai n calm. If there is a
problem, it’s impor tant to discuss it in a n appropriate man n er.

3. Do the right thing. W h e n faced with a difficult customer, follow correct customer
practices.
In other words, practice what you preach.

4. Support your staff’s decisions. As a leader, customers of ten ask to speak to you w h e n
they’re upset, thin ki ng you’ll over turn your employee’s decisions. While this m a y
be necessar y at times, of ten the employee w as correct. It’s impor tant to build
morale by sticking u p for your employees.

5. Empower reps to provide great service. In addition to suppor ting their decisions,
encourage autonomy. They ultimately n e e d to feel assured that they are trusted
a n d have the appropriate power to solve a problem.

6. Learn from others. Managers do not have all the customer ser vice answers; there is
n ot h i n g worse t h a n a “know-it-all” manager. There are oppor tunities for learning
a n d co ach i n g ever yday.
Part 10 of 11| Service Leaders

7. Listen to employee needs. A good leader should listen to employees a n d take their
ideas, opinions, a n d input into account.

8. Socialize. Get to kn ow your staff, their personal lives, a n d what is impor tant
to them. Take the time to celebrate achievements a n d special occasions to boost
employee en gagemen t a n d t eam morale.

9. Use good telephone etiquette. Be your staff’s best example of m a n n e r s a n d

friendly interactions.
10. Say “thank you.” Be ge n erou s w ith compliments a n d praise your staff their efforts.
Th an k t h e m for a job well don e a n d foster a n en vi ron men t of recognition.
Part 11of 11| Team Training

11 Team
Training
Cu s t omer - cen t ri c c o m p a n i e s strive to deliver a p h e n o m e n a l c u s t o m e r exp eri ence.
The secret to doi n g so? Great c u s t o m e r ser vice t rai ni n g th at develops a n d
e m p o w e r s reps to deliver t h at great experience.

This training man ual is a great star ting point to building a training progra m that
helps your t eam learn, practice, a n d per form at the highest level. Check out these
resources:
Employee Training Plan Builder
Hiring n e w t eam m e m b e r s without a n employee training plan is less t h a n efficient.
Ourfree employee t raining builder walks you throu gh a series of questions that will
result in a detailed training plan for your team.

Customer Service Training Calendar

Training is a critical par t in doing better work. Ou r customer ser vice training calendar
focuses o n key training topics that ever y t eam should cover during a year.
Customer Service Training Ideas
As a custom er ser vice leader, it’s you r job to en s u re reps are properly trained a n d
prepared to handle just about any situation. These training activities offer h a n ds - o n
a n d en gagi n g learning
oppor tunities for s o m e of the principles featured in this manual.

Better Work Guide to Customer Service Training

This guide is jam-packed with ever ything leaders n e e d to take customer ser vice
training to the next level. Get exper t insights, customer ser vice training tips,
a n d more.
Better customer service
starts here.
Em power reps, h o n e essential skills, a n d delight
m o r e cust om ers with Lessonly. See how.

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