Level 1 Introductory Certificate in Customer Service

Level 1
Introductory Certificate in
Customer Service

7014-14

Delegate Workbook

-1-
Level 1 Introductory Certificate in Customer Service

By the end of the programme

you should be able to:

1. Demonstrate an understanding of the importance of the

provision of good customer service in all sectors.
2. Identify customer and organisational needs and
expectations in respect of service levels delivered in all
businesses.
3. Describe the differences between strong and weak
customer care, particularly relating to a professional
image, communication skills and complaint handling.
4. Recognise how to present a professional image and
identify techniques for communicating positively and
effectively with customers, including verbal and non-
verbal communications.
5. Identify the techniques used to handle customer
complaints appropriately.

The benefits to you will be:

• Improved job satisfaction in your customer care role.

• Increased confidence when communicating with
customers.
• Enhanced future opportunities to develop your career
and gain qualifications.

-2-
Level 1 Introductory Certificate in Customer Service

Section 1
Introduction to Customer
Service

Aims of the section

At the end of this section candidates should be able to:

• Describe customer service.

• Explain why customer service is important to the
success of every organisation.
• Identify who their customers are.
• Identify the drawbacks of poor customer service.
• Explain how to promote good service.
• Demonstrate an understanding of customer
service needs and expectations.

Indicative content

1.1 Outline knowledge of basic principles - maintaining

good customer service at all times; treating all
customers with respect; identifying and meeting
customer needs; providing the service expected by
the company.
1.2 Understanding why customer service is important to
the company and to you – it helps to make the
organisation successful, generates repeat business,
assists profit and growth.
1.3 Identifying external and internal customers and their
importance to the organisation.
1.4 Appreciate the drawbacks of not serving internal and
external customers effectively, e.g. poor reputation,
loss of business, loss of profit, loss of jobs.

-3-
Level 1 Introductory Certificate in Customer Service

1.5 Overview of your own role in customer service.

Including, your own, and the company’s, image,
meeting legal obligations, practising good
communication skills and solving problems
appropriately.
1.6 Identifying typical customer needs and expectations
and good practice in meeting these in a variety of
situations.
1.7 Gaining insight into employer and employee
responsibilities in relation to achieving a hygienic,
safe and healthy environment for customers,
including an understanding of the local health and
safety legislation.

-4-
Level 1 Introductory Certificate in Customer Service

Section 2
Effective Communications

Aims of the section

At the end of this section candidates should be able to:

• Demonstrate some understanding of the importance

of developing effective communication.
• Describe the effects of ineffective or inappropriate
communication.
• Start to apply a range of verbal and non-verbal
communication and telephone techniques.

Indicative content

2.1 Consider the impact upon the customer and the

organisation of effective and ineffective
communications, i.e. confusion and
misunderstanding, annoyed and unhappy customers,
loss of business, loss of profit.

2.2 Explain the importance of listening to customers and

how to demonstrate to customers that you are taking
notice of what they say.

2.3 Provide an overview of the use of some non-verbal

techniques such as the use of eye movements,
gestures including the use of body, face and hands,
facial expressions, physical evidence, i.e.
appearance.

2.4 Show an awareness of the use of tone of voice and

expression when dealing with customers. For
example, how to use the tone of your voice to the
best advantage – avoid using raised voices, harsh
tones and high pitched voice.

2.5 Provide an insight into how to use verbal and non-

verbal communications whilst on the telephone.

-5-
Level 1 Introductory Certificate in Customer Service

Section 3
Presenting a Positive
Professional Image

Aims of the section

At the end of this section candidates should be able to:

• Explain the importance of ‘first impressions’.

• Explain the importance of presenting a positive
attitude and professional image.
• Identify some of the appropriate verbal and non-
verbal communication methods to be used in different
customer situations.
• Demonstrate an understanding of the need for
personal space.

Indicative content

3.1 Explain the importance of portraying a ‘positive and

professional’ image in the context of customer service
- the impact of the way we speak, dress, and deal
with people.

3.2 Explain why it is necessary to deal with customers

promptly and politely and how in doing so it helps the
perception of good customer service.

3.3 Demonstrate an awareness of the importance of

using verbal and non-verbal communications in
developing a positive and professional image to instil
confidence in the customer.

3.4 Explain the importance of allowing customers

personal space whilst serving them - the negative
effect of overpowering the customer.

-6-
Level 1 Introductory Certificate in Customer Service

Section 4
Handling Customer
Complaints
Aims of the section

At the end of this section candidates should be able to:

• Explain why customers complain.

• Appreciate the benefits of receiving customer
complaints.
• Demonstrate an understanding of the techniques
involved in handling difficult customer situations.
• Explain ways of handling complaints positively.

Indicative content

4.1 Identify a broad range of reasons why customers

complain, e.g. faulty goods, poor levels of service,
time delays, rudeness, service not meeting
expectations.
4.2 Demonstrate the importance of listening to the
complaint and not making early judgements.
4.3 Appreciate the benefits of customer complaints in
terms of supporting efforts for continuous
improvement within the business.
4.4 Explain how to avoid the use of defensive behaviour
in stressful situations.
4.5 Show an understanding of how to gain support and
assistance from line-managers when handling
complaints.
4.6 An overview of various techniques of handling
complaints positively, including consultation
/listening, discussing proposed actions, keeping
customers informed of actions/timings and ensuring
that complaints are resolved satisfactorily.
4.7 The role of customer service departments in
supporting the customer service process.

-7-
Level 1 Introductory Certificate in Customer Service

Statement from City & Guilds

The aims of the programme and the recommended

support within the workplace relating to the
practical application of customer service.

The one-day programme aims to develop an awareness of

the key knowledge and techniques which promote and
support good customer service practices. The objectives of
the programme are knowledge based and will be carried out
in a classroom environment with no real-life practical
workplace experience included. It is therefore important to
ensure that delegates gaining practical experience in a
realistic working environment are supported, closely
supervised and monitored following the programme.

The benefits to the employer

By supporting the practical sections of good customer care

practices back in the workplace, employers will be able to
benefit from competent, motivated employees who will
provide exceptional customer care to their organisation‘s
customers.

Candidates will gain a theoretical perspective of the

importance of customer service and will be tested in a
practically applied context, i.e. a 40 question multiple-choice
(two choice) test. The assessments are designed to
maximise the assessment of knowledge and understanding
acquired during the qualification and to encourage
candidates to build on their success, both in terms of
personal development within the organisation and in
achieving further qualifications.

-8-
Level 1 Introductory Certificate in Customer Service

This page is intentionally blank

-9-
Level 1 Introductory Certificate in Customer Service

Section 1
Introduction to Customer
Service
Aims of the section

At the end of this section candidates should be able to:

• Describe customer service.

• Explain why customer service is important to the
success of every organisation.
• Identify who their customers are.
• Identify the drawbacks of poor customer service.
• Explain how to promote good service.
• Demonstrate an understanding of customer
service needs and expectations.

Customer Service

Think about the questions that follow and, in the space

provided, write down your answers to the questions. When
complete, discuss and agree your answers in teams, ready to
feedback to the rest of the group.

- 10 -
Level 1 Introductory Certificate in Customer Service

Activity 1 - Defining Customer Service

Using your own words, explain what you think is meant by customer service?

As a customer, when have you experienced poor or horrible service?

As a customer, when have you experienced great service?

- 11 -
Level 1 Introductory Certificate in Customer Service

What is Customer Service?

It is no secret that some companies aim to look after their

customers well, ensuring that the customer is at the heart of
their business and everything they do. In marketing terms
this is called being customer focused.

It is important to realise that customers can take their

business anywhere they want to and if they are not satisfied
they will take their business elsewhere. Therefore, is it is
very important to understand who our customers are, their
expectations of the service they experience and how that
effects future choices and decisions that they might make.

Companies that are customer focused often like to ensure

that the following things are achieved and addressed to
make sure the customer experience is positive.

• Comply with hygiene, health and safety laws in

relation to keeping the environment safe from harm
for all customers.
• Exceed their customers’ expectations by always
providing value for money and creating a feeling of
offering more than expected.
• Treat customers with respect by always being polite,
honest, truthful and respectful.
• Do not just aim to satisfy - they aim to delight.
• Provide solutions to problems – never say there is a
reason why the customer’s complaint cannot be
addressed.
• Consistently deliver outstanding service to their
customers - always exceeding expectations.
• Make customers feel that they are the most important
part of their business - which they are.

Customer Service is about achieving the above and making sure those
customers feel that it is a pleasure to do business with you. This means that
the customer will return again, a key benefit to the organisation and staff.

- 12 -
Level 1 Introductory Certificate in Customer Service

Why is Customer Service so Important?

Customer Service has become a very important part of many

businesses, and can often make a difference in the choice a
customer makes when actually making a purchase. For
example, if a customer goes to buy a new washing machine,
they will choose the shop that will deliver to them free of
charge or who will offer them a free warranty for one year.

Many retailers, including electrical showrooms, hairdressers,

vehicle dealerships, solicitors, doctors, dentists and
undertakers offer very similar services, and we often go to
the place that gives the best service and makes the
customer feel valued.

For example if you go to a hairdressers where they never

offer you a drink, as opposed to a hairdressers where you
can go and you can have a drink from a menu selection,
along with nice biscuits or nuts, where will you go? If the
hair cut is the same, the atmosphere, the people and the
service you get will make all of the difference to your choice.

Customer service is a competitive tool and can make the

difference to the customer experience. This can be achieved
by staff being:

• Welcoming.
• Helpful to all customers, without exception.
• Knowledgeable about products and services on
offer.
• Courteous, polite and trustworthy.
• Willing to listen and act.
• Willing to deal with customer problems in an effective
way.

Customer satisfaction or dissatisfaction comes more and

more from the way the person is treated by the service
deliverer - you - you are the person who can make the
difference.

- 13 -
Level 1 Introductory Certificate in Customer Service

When customers become unhappy, it is often because they

are not pleased with the way they have been treated.
Therefore, it is important to always be aware that customers
like to be treated well and with respect.

Service is about providing a friendly welcome for all our

customers. We need to make sure that our customers are
well looked after, whilst visiting us.

Benefits of Customer Service

There are many benefits to organisations that practice good

customer service methods to understand and meet customer
expectations. For example, good customer service usually
means that most customers are pleased with their
experience and return to the organisation over and over
again. This is known as retaining customers, a practice that
is a lot cheaper for the organisation than continuously
advertising and promoting their product or service. In turn
this means that the organisation could become increasingly
profitable.

Happy customers are like people going out and telling

everybody they know how good the local shoe shop is, the
local travel agent, the local beauty salon or the local
electrical wholesaler. It is like a free form of public relations
or advertising. One of the most powerful types of advertising
is word-of-mouth! Again, this brings in more people and
helps profitability too.

Key benefits of good customer service include:

• Customers keep coming back (i.e. repeat business).
• Customers buy more.
• Customers can create new opportunities.
• Customers can create new leads.
• Customers develop loyalty.
• Increase in sales.
• Increased profitability.
• Free advertising and public relations.

- 14 -
Level 1 Introductory Certificate in Customer Service

The working environment and the customer environment

tend to be much more friendly and enjoyable when
customer’s needs are considered and the way in which they
are served is professional and positive overall. It is then that
the benefits are felt.

Quality Service Delivery

This is the delivery of a high standard of quality service at all

times to meet the needs of customers. It means we must
always try to put our customer’s needs first whilst running a
profitable business. For example, the following punch lines
need to become the focus of customer service:

• ‘Nobody does it better’!

• ‘The very best of care’!
• ‘On time – every time’!
• ‘You can’t beat our service’!

These are customer expectations and quality service

delivery is all about meeting them!

- 15 -
Level 1 Introductory Certificate in Customer Service

Who are Your Customers?

A customer is a person on the receiving end of our products

and services, with whom the organisation has a transaction,
i.e. where payment is exchanged for goods and services.
Everyone who pays for products and services offered by
your business be it a hairdressers, a shop or a garage
service department are external customers. This may be
the:

• Client arriving for a haircut.

• Family booking a holiday.
• Person arriving for a suit fitting.
• Client wanting to have new carpets fitted.
• Client wanting to have new spectacles fitted.

The external customer is central to an organisation’s

success, as they are the people who generate the income
within the organisation that allow the business to pay their
staff and continue to invest in growing and improving the
business.

Internal Customers

Companies can only offer a truly professional service to

external customers if they also offer a professional service to
their internal customers. Everybody serves someone and
in turn is served by someone else in the organisation.

Internal customers include all employees who work for the

organisation including the:

• Receptionist.
• Operations manager.
• Sales representative.
• Retail assistant.
• Administrator.
• Secretary.

- 16 -
Level 1 Introductory Certificate in Customer Service

There are a number of benefits for organisations that look

after and serve their internal customers well. These include
staff who:
• Are better motivated.
• Are well trained and keen to help everybody.
• Are keen to do their job well.
• Are rewarded and recognised for their efforts.
• Aim to achieve customer delight.
• Realise the importance of customer focus.
• Create customer satisfaction.
• Are more effective.
• Generate sales and profits through their actions.
• Deliver promises made.
• Keep customers informed.
• Communicate well.
• Listen.

Drawbacks of not serving internal customers well

Often organisations find it difficult, due to competitive
pressures, to do everything they would like to make their
staff happy. To look after staff properly organisations
should:
• Train staff.
• Communicate to staff.
• Keep a safe and health working environment.
• Aim to keep staff happy in their work.
• Give staff exciting jobs to do.
• Be fair to staff.
• Be considerate of staff needs.
• Pay staff well.

- 17 -
Level 1 Introductory Certificate in Customer Service

If we do not do a good job for our internal customers, the

results could be disastrous and will almost certainly cause
the following problems:
• Communication difficulties.
• Frustration with co-workers.
• Non-cooperation between staff or departments.
• Time wasting.
• Ineffective work practices.
• Stress.
• Lack of job satisfaction.
• Poor quality work.

Drawbacks of not serving external customers well

When large or small businesses continually fail to serve their

external customers properly there is likely to be serious
consequences in the long term. For example, the following
things may start to happen.
• An increase in the number of complaints experienced
by the organisation.
• A drop in sales.
• A fall in profits.
• Customers will find other places to spend their
money, where they feel they are getting good service
and good value for money.
• Customers tell others when they are not happy with
their experience. This means that they put off would-
be customers from going to buy from your business.

Any, or all, of these problems will eventually lead to poor

service to the external customer, which eventually leads to
reduced profit in the long term.

- 18 -
Level 1 Introductory Certificate in Customer Service

How to Promote Good Customer Service?

At this stage it is important to understand the things that you

can do personally that will improve the customer care
experienced by your customers, whatever sector you are from.
• View customers as the most important part of your job.
• Work in a safe and organised way to avoid accidents.
• Be responsive to the needs of customers.
• Give customers your undivided attention.
• Develop a customer friendly attitude.
• Show understanding and empathy.
• Deliver your promises.
• Present a positive image at all times.
• Develop your understanding of local and national
services that your customers may request.
• Solve customer problems.
• Always check if there is more you can do.

Identifying Needs and Expectations

You, your customers and the organisation you work for, will
have needs and expectations that will need to be achieved
through the delivery of your service.
These needs could include:
• Getting a product in a specific time.
• Being served in a reasonable amount of time because
they are in a rush.
• Having goods delivered when requested.
• Being able to pay without delay.
• Being able to find what they need within the store.
• Ensuring their appointment is booked in when they
need it.
• Ensuring that their telephone bookings are confirmed
properly.
• Having goods packaged when needed.
• Gaining advice and guidance on the most appropriate
product/service to purchase.
• Being confident that they can get what they want, when
they want.

- 19 -
Level 1 Introductory Certificate in Customer Service

When customers are delighted with the service you provide,

they will sing your praises, tell other people of their great
experience and it is likely that they will return again and again.
Remember this is free advertising!

When customers are unhappy or disappointed with the service

you provide, they will tell many more people, may possibly
complain formally and will probably never come back.

Activity 2 – Needs and Expectations

What sort of needs do your customers have?

What sort of expectations do your customers have?

- 20 -
Level 1 Introductory Certificate in Customer Service

Customer needs can be linked to their specific circumstances.

For example, busy professional people are often more
demanding, as they are often held back by lack of time. Some
customers may also have special needs related to their personal
circumstances e.g. mothers with small children needing to have
baby changing facilities provided, or people with disabilities
needing customer service staff to help and guide them through
their service experience.

Customer expectations are based on previous experiences

and personal choice, and may include the following demands on
the service provider:
• The service must meet their expectations of quality.
• Polite treatment at all times - even when they are being
difficult.
• To be able to see that attention is being paid to their
requests.

Customers may also expect:

• To feel their feedback is important.
• Mistakes admitted to and rectified.
• Promises, made by your organisation, are honoured.
• To be treated with respect.
• To be treated as an individual by being given a
personalised service.
• Your time to be given to them for explanations.
• To be informed when a problem arises.
• You to know about your job and your company.
• You to be able to answer questions.
• You to find solutions to their problems.
• You to provide a safe and hygienic environment.
• You to know how to assist them in any emergencies.

Customers do not want to hear “No” or “I don’t know” -

customers want to feel secure in the knowledge that you have
the answers, or that you are able to quickly contact someone
who is able to help.

- 21 -
Level 1 Introductory Certificate in Customer Service

When you can meet the needs of your customers and exceed
their expectations, the customer will be surprised and delighted
with exceptional service that they did not expect. The customer
is then more likely to remember the service they received and
return.

* Back in the workplace remember to surprise your

customers with your exceptional customer service everyday.

Creating a Safe Environment for Customers

Large numbers of days can be lost each year through

accidents, injuries and diseases in the workplace. Many
countries have introduced regulations/legislation covering
aspects of Health and Safety at work covering areas such
as:
handling hazardous systems, management of health and
safety at work, noise pollution, hygiene and the use of
hazardous substances to name but a few.

Both employers and employees have responsibilities in

relation to health and safety. It is important that you
understand your responsibilities as a hospitality employee.
You should look closely at the health and safety manual in
your workplace or the health and safety guidance provided in
your own personal employment manual if you have one, to
make sure that you are fully aware of your responsibilities.

Examples of employer and employee responsibilities follow.

Employers have specific duties that may include:

• All systems (work practices) must be safe.
• The working environment must be safe and healthy
(well-lit, warm, ventilated and hygienic).
• All plant and equipment must be kept up to the
necessary standards.

Employees also have duties and these may include:

• To take reasonable care of himself/herself and others
(ie your customers and colleagues).
• To allow the employer to carry out his or her duties
(including enforcing safety rules).
• Not to interfere intentionally or recklessly with any
machinery or equipment.

- 22 -
Level 1 Introductory Certificate in Customer Service

• Not to interfere intentionally or recklessly with any

machinery or equipment.

These are very broad statements and will be described in

more detail, from the view of your own organisation, in
internal manuals. Ensure that you look closely at your own
organisation’s regulations and that you follow them.

Below is a list of some examples of the things that employers

and employees should do to make sure that their
organisation demonstrates best practice with regards to
health and safety:

• All equipment is properly maintained.

• The temperature in the building is at the correct level
– not less than 16°C.
• The floors, passageways and walkways are clear and
not obstructed in any way.
• There are no objects that could fall and hurt the
customer.
• All necessary doors and gates are closed to avoid
danger.
• All washing facilities are clean.
• Suitable clothing is worn.
• All staff know the fire regulations.
• Some staff have the appropriate first aid experience.
• Staff maintain the record book when accidents take
place.

Where accidents happen in the customer environment

because of negligence of the management and employees it
can have a very negative impact. For example:
• Customers may wish to have financial compensation
for their injury.
• It can damage a company’s reputation – because it is
not accident proof.
• It can create unhygienic environments where
infection can spread.
• It can be disruptive to the organisation.
• It can be costly.

- 23 -
Level 1 Introductory Certificate in Customer Service

Staff in a customer service environment should be trained so

that they become:
• More safety conscious.
• More confident in giving instructions in emergency
situations.
• Competent in the handling of accidents.
• Efficient and effective in maintaining their own work
environment.

Whatever the business, sector or organisation, it is important

that the customer’s whole service experience is positive. In
part, this can be achieved by ensuring that customer facing
staff have the following characteristics:
• Positive attitude.
• Good personality.
• Competent.
• Smart.
• Helpful.

It is also important that the environment in which they

operate is one that customers are comfortable with. The
environment should:
• Be a good temperature
• Be comfortable
• Have good lighting
• Have good seating
• Have good furnishings
• Have comfortable noise levels
• Have safe equipment

One thing to remember is that customers bring expectations

with them, based on past experiences with your
organisation. So, steps should be in place within your
organisation to train staff to deliver customer service.

- 24 -
Level 1 Introductory Certificate in Customer Service

Section One Summary

This unit has focused upon introducing you to the concept of

customer service and how important it is to make customers,
both internally and externally, feel valued through the way
you treat them.

Customer service is one way in which an organisation can

compete against others and often customers will make their
choice based upon that.

It is very important that customers are valued, respected and

that the organisation provides a service that meets their
needs, no matter how different those needs might be.

Ultimately, developing a good company image that reflects a

caring organisation will be essential, along with one that is
safe and healthy for them to be in.

Companies must develop a good image, reflecting a caring

organisation that is safe and healthy for customers.

- 25 -
Level 1 Introductory Certificate in Customer Service

Section 2
Effective Communications
At the end of this section candidates should be able to:

• Demonstrate some understanding of the importance

of developing effective communication.
• Describe the effects of ineffective or inappropriate
communication.
• Start to apply a range of verbal and non-verbal
communication and telephone techniques.

Why is Effective Communication Important?

It is important that an organisation demonstrates ‘good and

effective communication’, as there are many benefits in
doing so. Some of these benefits include:
• Increasing the quality of service to the actual
customer.
• Saving time.
• Improving customer care.
• Avoiding misunderstandings.
• Working towards achieving goals.
• Building a good reputation and relationships.
• Creating a positive atmosphere.
• Encouraging open discussion.

The Impact of Ineffective Communication

If a company fails to communicate well with its customers, there

are many negative effects that it could experience:
• Hampers relationships.
• Wastes time.

- 26 -
Level 1 Introductory Certificate in Customer Service

• Affects customers and colleagues.

• Destroys morale.
• Creates a negative atmosphere.
• Encourages rumours.
• Builds a negative reputation.
• Works against meeting goals.

* Back in your own workplace, be aware of the barriers to

communication, such as noise and time restraints. Practice
effective communication every day, to overcome workplace
barriers and enjoy a two-way communication with colleagues
and customer.

How to Develop Effective Communications

The main purpose of communication is to transfer information

from one individual to another. When we are communicating we
want to:
• Be listened to.
• Be understood.
• Have our ideas accepted.
• Have some action taken as a result.
• Have a follow-up check, to make sure that the action did
take place to the receiver’s satisfaction.

Activity 3 – Effective Communication

Make a list of things you can do to communicate effectively

with customers.

- 27 -
Level 1 Introductory Certificate in Customer Service

Listening Actively

If you are going to ask customers questions, then it is

important that you listen carefully to their responses. If you
keep asking your customers to repeat themselves, they will
feel that you are not listening at all and may begin to get
annoyed with you.

To improve your listening, use the checklist below and ask

your colleagues for feedback on your listening.

Listening Checklist

• Look at people - use your eyes to show that you are

listening.
• Turn off any negative thoughts you have about
people.
• Lean towards them.
• Start listening with the first word and listen intently.
• Think at the speed they are talking - do not jump
ahead.
• Do not interrupt, make comments or give opinions.
Most customers just want you to listen to what they
have to say!
• Take key notes, so you can repeat back what has
been said.
• Nod in agreement - use facial expressions and body
language to show you understand.
• Ask closed questions when the person has finished
talking, so you can check your understanding of what
has been said.
• Use their name and use “you” when checking
understanding.

In addition to this, whilst you are on the phone, you may

need to use what is known as “verbal noises” as your
nodding will not be seen. This demonstrates to the person
on the other end that you are listening and shows interest,
without interrupting them during their flow.

- 28 -
Level 1 Introductory Certificate in Customer Service

Different Types of Questions

One of the most effective ways of getting a customer to talk and

to establish their needs and expectations is to ask questions.
This will enable you to find out more about what they require and
how they feel.

Open Questions

One of the most useful styles of questioning is an open question.

Your sentence will need to start with: Who, What, Why, Where,
How or When. By using open questions you will find out more
information during the conversation. Open questions encourage
people to open up about their thoughts and feelings.

Examples of open questions:

• “What types of shoes are you looking for?”
• “What made you come to this salon to have your hair
cut?”
• “Why did you choose this dental practice?”

The Closed Question

This type of questioning encourages a short, specific answer,

normally yes or no. Closed questions are also a good way for
you to check that you have the right information and fully
understand it.

Examples of closed questions:

• “Is this shampoo acceptable?”
• “Did you say that you want a 20,000 mile service sir?”
• “So the sofa should be delivered to………is that right
madam?”
• “Is there anything else that you require, besides …….?”

Remember to avoid asking too many questions close together,

without allowing your customer time to answer.

Importantly, questions should help you when listening, as you

can use them to check your understanding of what the customer
is saying. Use them wisely and they will be helpful to you, but
do not bombard the customer.

- 29 -
Level 1 Introductory Certificate in Customer Service

Non-Verbal Communication Techniques

People often think that when they are speaking to us that is

all we hear – their voice? How wrong can they be? One of
the most noticeable things about us is our body language,
our smile, our frown, the way in which we use our hands and
our arms. Think about being told off as a child – think about
how an adult may have used their hands and their faces to
look at you – the pointing finger, the furrowed brow, all of this
associated with the loud voice shouting!!

In turn, we are going to look at each of the different aspects

of non-verbal techniques and how they can be used.

Eye Contact
• Lets your customer know that you are interested,
receptive and attentive to what they are saying.
• Allows you to listen to customers’ feelings as well as
to their words.
• The moment a customer walks up to you, regardless
of what you are doing, make immediate eye contact.

Facial Expressions

Your facial expressions will show everyone around you if you

are happy, or sad. Customers are not interested in the fact
that you might have had a bad day. As far as the customer
is concerned they are the first person you are dealing with
that day. Make sure your facial expression sets a positive
tone before you speak.

- 30 -
Level 1 Introductory Certificate in Customer Service

Posture and Gestures

Be careful of your posture and gestures and the impression

they might give to customers. Let’s look at some examples
of posture and gestures and what the various actions and
movements we take mean:

• Arms crossed and avoiding gaze - suggests

suspicion.
• Clenched fist - suggests anger or determination.
• Doodling - suggests boredom.
• Finger tapping - suggests impatience.
• Hands behind head while leaning back in office chair
- suggests territorial dominance.
• Hands behind head when in an authoritative situation
- suggests confidence.
• Occasionally covering mouth with hand while
speaking - suggests nervousness or lying.
• Open hands - suggests open mindedness.
• Open hand and arms - suggests acceptance.
• Pointing index finger - suggests wariness and can be
threatening behaviour.
• Rubbing nose - suggests suspicion.
• Rubbing palms of hand together - suggests
expectancy.
• Stroking chin – suggests person is thinking or
evaluating
• Tugging at ear – suggests nervousness.
• Wringing hands – suggest nervousness or frustration.

- 31 -
Level 1 Introductory Certificate in Customer Service

The Use of Voice in Customer Service Settings

We must be aware of the combined use of our voice and

facial expression, and the effect it can have upon the
customer in a service delivery setting. As you will already be
aware often our actions speak louder than words. However,
the combined force of our actions and words are all the more
powerful.

The following statistics identify the following proportions of

the use of words, voice, tone, pitch and body language that
we use when communicating in face to face customer
service settings:

• 7% Actual words

• 38% Voice, tone, pitch, pace and quality

• 55% Body language

Therefore, we should look at the way we use our voices to

aid the customer service provision within our company.

Voice – It is important that you always use your voice

properly. Avoid raising your voice unnecessarily or indeed
shouting. You should always aim to use a clear, calm voice,
to raise your concerns in a conflict situation. Below is a list
of tips for using your voice in customer service delivery.

• Avoid the use of harsh or high pitched tones, as this

generally makes the situation worse.
• Speak in a clear, calm voice.
• Avoid over usage of your own voice, as it appears as
if you love the sound of it too much.
• Keep your voice steady and level.
• Do not let your voice rise and show frustration.

- 32 -
Level 1 Introductory Certificate in Customer Service

Verbal and Non-verbal Communications Whilst

Using the Telephone

Often people do not realise that when you answer the

telephone you can tell whether they are smiling or not, or
whether they are happy or not.

From a customer service point of view the telephone is a

very useful tool, and can be used for the following purposes:
• Customer care.
• Taking bookings.
• Making arrangements.
• Information gathering.
• Finding new customers.
• Solving problems.

The advantages of using the telephone include that it:

• Provides quick and effective communication.
• It can be used in almost any location in the world.
• It is a convenient method of communication.
• It is difficult to ignore a ringing phone so customers
generally get a response.

The disadvantages of using the telephone include:

• The telephone does not provide a lasting record of
communication.
• No visual impact or communications.
• People often hang up if they do not like what you say.

- 33 -
Level 1 Introductory Certificate in Customer Service

Answering the Phone

• Smile as you pick up the phone.
• Aim to answer within 4 rings - If you do not answer
within 4 rings say to the customer “Thank you for
waiting”.
• Do not ask people to hold as you answer the phone
• Offer a greeting - “Good Morning” or “Good
Afternoon” as appropriate.
• Offer your department name so the caller knows they
are through to the correct place.
• Offer help by saying something like - “How may I help
you…?'.

Handling the Call

• When you have found out the caller's name, use it.
• Deal with the specific query.
• Ask if any other assistance is required.
• Say thank you and goodbye.
• Let the caller put the phone down first in case they
wish to ask anything else.

Putting Calls on Hold

• Explain what you are going to do if you are asking a
person to hold.
• When a person is holding, use the hold button at all
times

If customer appears in front of you, waiting to be served,

when you are taking a call, make sure that you acknowledge
them, so they do not feel ignored while you finish the call.

* Back in the workplace; remember to check-out the

guidelines on telephone handling and how to transfer calls
correctly. You may find that your organisation employs
mystery customers who listen to staff responses to check the
quality and to make sure that company guidelines are
followed.

- 34 -
Level 1 Introductory Certificate in Customer Service

Handling Messages
• If someone is not available, explain positively why
the person is not available. Offer to take a message.
• Take all the details; name, phone number, message
details and the time of the call. Ensure that awkward
names are spelt back to the customer.
• Repeat messages and any information back to the
caller - always act on the message quickly.
• Check whether a return call is required. Ensure that
a contact telephone number is taken including an
Area/STD code, where applicable.
• Advise the caller that you will call back/pass the
message on - specify a realistic time period for this to
happen.
• Consider recording all messages on a message
sheet.
• Take personal responsibility to make sure messages
are passed on quickly to the correct person/section.

Responding to Messages

• Always respond to any messages from a caller,

whoever they are. Remember you are projecting the
image of the company.
• When you receive messages, do not wait for callers
to call you back. You will be less in control of the
situation if they ring you back first.
• Get as much information as possible about the
situation before you call people back to create a
professional image.

Answer Machine and Messages

• Make sure the correct message is on the answer
machine whenever you are not available to answer
the phone.
• Take messages off the answer machine regularly and
respond to them as quickly as possible.

- 35 -
Level 1 Introductory Certificate in Customer Service

Section Two Summary

Clearly, you should never underestimate the power of non-

verbal behaviour in the messages it gives either deliberately
or not deliberately.

However, one word of warning – whilst folding arms appears

to be quite defensive, many people sit with their arms folded
as a matter of comfort, so, do not read something in to
everything a person does. Although at times, you should be
sensitive to a customer’s body language and gestures, as it
will prepare you for a negative or positive response from
them.

The spoken word combined with the non-verbal gestures is

always interesting – and certainly provides much more of an
idea of what a person is thinking, meaning and saying. It is a
much stronger and more reliable combination.

In the next unit we will look further into using both verbal and
non-verbal language in a professional way, and how to use it
to create the right image, indeed a professional image, in
front of the customer.

- 36 -
Level 1 Introductory Certificate in Customer Service

Section 3
Presenting a Positive
Professional Image

Aims of the section

At the end of this section candidates should be able to:

• Explain the importance of ‘first impressions’.

• Explain the importance of presenting a positive
attitude and professional image.
• Identify some of the appropriate verbal and non-
verbal communication methods to be used in different
customer situations.
• Demonstrate an understanding of the need for
personal space.

First Impressions

Do you know it takes just ‘3’ seconds to make a first

impression!

So, the next time you deal with a customer I am sure this will
give you something to think about! If on that day you are
miserable, scruffy or unhelpful, that customer will go away
with that as a permanent image of you, something which
could be difficult to overcome.

- 37 -
Level 1 Introductory Certificate in Customer Service

Activity 3 – First Impressions

Why is it so important to create a good first impression?

How can you create a good first impression?

- 38 -
Level 1 Introductory Certificate in Customer Service

The Importance of a Positive Attitude in Customer

Services

We often hear the term ‘you must have a positive mental

attitude’. What is that you might wonder? Well, being
positive means that we need to think positively, think good
things, think we can achieve things, think we can do things,
and think good things about people, nice thoughts not
negative thoughts.

It has been said that “Think doubt and you will fail!” –“Think
positive and succeed”.

Who are you?

Someone who makes things happen?

Ð
Someone who watches things happen?
Ð
Someone who wonders what happened!

We all have experience of being negative and positive. You

should aim to develop a positive attitude as often as
possible.

How will your attitude show to customers?

Your attitude will show through:

• Your behaviour.
• Your body language.
• The tone of your voice.
• The way in which you help your customers.
• The amount of pride you take in your appearance.

- 39 -
Level 1 Introductory Certificate in Customer Service

Developing a Winning Attitude

Negative remarks and behaviours do not often lead

to success. The more you talk and behave like a
winner, the more you are likely to succeed.

Think about the negative thoughts that you have and

turn them into something more positive which will
make you a winner.

Negative Thoughts Positive Thoughts

We all have a mental image of how we see

ourselves. This is formed from what people have
said to us in the past – particularly during childhood.
It’s known as the conditioning process.

Be Positive – Be Confident

“You are what you think you are.”

“You can if you think you can.”

Spotlight on You

- 40 -
Level 1 Introductory Certificate in Customer Service

How to Present Positive Attitude and Behaviour in

Customer Services

Behaviour is a choice and will affect the way in which you

deal with customers. You can choose behaviour that will
help you deal with the customer, or behaviour that will hinder
you.

If someone is happy, smiling and helpful towards you, you

are likely to be happy back. If someone is short-tempered,
unpleasant or even aggressive, then it is likely that you will
behave in the same way.

When you deal with customers, your behaviour should be:

• Professional
Hide your personal feelings - try to leave your own
worries and strife in a parcel outside the door when
you go into work.

• Understanding
You are in the “people business” - they want your
help. They will turn to you for that help and you will
need to show them that you fully understand their
needs.

• Patient
Yes - you may have to say the same thing hundreds
of times - but it is the first time this customer has
asked, isn’t it? Be patient and remember that the
customer is an individual and not part of a crowd.

- 41 -
Level 1 Introductory Certificate in Customer Service

How to Present a Professional Image

The way you greet a customer reflects your company image

and has a tremendous effect on how customers see you.
Remember, the first impression is made within 3 seconds of
meeting someone!!

When dealing with customers you should always:

• Acknowledge them as soon as possible.

• Smile.
• Apologise for any delay.
• Be friendly and welcoming with your greeting.
• Be well mannered - it costs nothing.
• Use their name - ask for their name and use it - but
make sure you have their permission before you use
their first name.
• Show them that you are really listening.
• Ask open questions.
• Reassure them.
• Explain things fully to them.
• Lean forward with an open body posture.

Take responsibility for helping the customer:

• Be enthusiastic - it’s catching.

• Be confident - it increases a customer’s trust in you.
• Be welcoming - it satisfies your customers’ basic
desire to feel liked and approved of.
• Be helpful - customers want that more than anything
else.
• Be polite - always be well mannered.
• Show you care - make all customers feel they are
important and individual.
• Comply with hygiene, health and safety guidelines.

- 42 -
Level 1 Introductory Certificate in Customer Service

How to Project a Professional Image

When dealing with customers they will notice the way in

which you communicate with them, and different parts of
your communication will have an impact on them. When we
do communicate, we communicate in three ways:

Words - Verbal Communication

Tone of Voice - Vocal Communication

Body Language - Visual Communication

If these 3 areas add up to 100%, can you remember in percentage terms how does
each of these impact on your face to face communication with customers?

FACE TO FACE

WORDS

TONE OF VOICE

BODY LANGUAGE

TOTAL 100%

Remember that non-verbal actions can be sensed even

when speaking to a customer over the phone – note the
difference when talking to a customer when smiling and
frowning. Also, actions such as typing and tapping can all be
heard on the phone.

- 43 -
Level 1 Introductory Certificate in Customer Service

Personal Image – Customer Friendly Body

Language

It is possible to learn a great deal about a person's feelings

and attitudes by observing his or her actions, body language,
posture and gestures.

By recognising and understanding the non-verbal clues i.e.

gestures, body movements or facial expressions that
customers will give you, you will be able to react to them in a
positive way.

Non-verbal communication may be defined as the exchange

of messages without the use of verbal language.

Activity 5 – Customer Friendly Body Language

How can you always project a positive image to

customers through your customer friendly body
language?

Appearance

Eye Contact

Facial Expressions

Posture and Gestures

Personal Space

* Remember to observe the different cultures of customers

in your workplace and be sensitive to their concept of
personal space.

- 44 -
Level 1 Introductory Certificate in Customer Service

Personal Image – Using Customer Friendly Body

Language

Body language tells you what people really mean - it is the art of
seeing what others are thinking. By focusing on other people’s
body language, you can discover their true feelings towards you
and what you are saying. It has clear value in social as well as
business situations, and is extremely important when dealing
with customers.

For example:
• If you look untidy and your uniform has many stains or
marks on it, customers will think you do not care about
your work and have sloppy standards.
• If you are slumped behind reception in an undertakers
office, people will think you are tired and do not
particularly want to help them.
• If you get too close to a customer, or start touching their
arm they may feel uncomfortable, and will try to move
away from you. This is particularly important to consider
when involved in providing personal services.

Using body language successfully involves four

stages:

1. Learn what to look for.

2. Recognise it in other people so you can read them
better.
3. Recognise it in yourself.
4. Control it and use it to your advantage so you give the
right messages to other people.

In the first stage, learn what to look for, be careful how different
cultures may interpret body language. At some stage, in most
businesses you will come across many cultures and you need to
make sure that you do not give or take offence because of these
differences.

* Remember to check the correct dress code for your

organisation and the requirements expected of you, as outlined
in a customer care policy, charter or staff handbook. Be aware
of your own body language and practice reading your
customers’ messages through body language.

- 45 -
Level 1 Introductory Certificate in Customer Service

Positive and negative behaviour

To provide examples of positive and aggressive behaviour

sets, see the table below:

Negative/Inferior Behaviour Aggressive/Superior Behaviour

Wobbly speech Harsh voice
Slow speech Rapid speech
Worried expression Extremes of expression
Evasive looking down Excessive eye contact
Defensive - arms crossed Dominant posture
Mouth covered with hand Finger wagging/jabbing
Excessive distance Invasions of a persons space

Positive and Smart Appearance

• Personal grooming has a big impact on customers.

Customers expect us to look appropriate for the job we
do – for example if you work in a fashion outlet then it is
likely that you will be expected to wear clothes from
within the store. If you work on a reception desk it is
likely that you will be expected to wear smart clothes.
• Ensure you meet the required hygiene, health and safety
standards. This is particularly important if working in
personal services, such as hair, health and beauty or
dentistry etc.
• Customers will also make decisions about how organised
and competent you are by the way your work area looks.

- 46 -
Level 1 Introductory Certificate in Customer Service

Personal Space

Personal space is the distance that feels comfortable between

you and another person. If another person approaches you and
invades your personal space, you automatically move back
without a thought. It is also about how you position yourself in
relationship to the customer you are dealing with.

Remember to:
• Avoid hiding behind a desk - be on equal sides when
communicating.
• Either sit down or stand up together. Avoid being on
unequal levels.
• Do you want to be formal or informal? Have you
reflected this when dealing with customers?
• Always keep a customer at arms length literally – i.e.
about three feet away.
• Culture - consider the different cultures of different
nationalities.
• Status - people keep a "respectful" distance from people
they consider to have a higher status than themselves.
• Sex - women talking to women stand closer than if they
were talking to men, or indeed men to men.

- 47 -
Level 1 Introductory Certificate in Customer Service

Body Language and Customers

Never forget that while you are reading the body language of
customers they are also reading yours. You are constantly
being judged by your facial expressions, your tone of voice
and your non-verbal messages, through body language. For
instance, if you raise your shoulders, lower your head, seem
impatient, speak with a tired, bored or irritated voice, then
the customer could think you:
• Do not like your work.
• Are feeling under pressure.
• Are not friendly.
• Do not show respect for other people.
• Do not want to help - when you do help, you do so
reluctantly.

Section Three Summary

In the last unit we highlighted the combination of verbal and

non-verbal communications as being particularly important in
a customer service setting. The combined factors of verbal,
non-verbal and appearance combined, make even more of a
statement.

In order to present a positive image a combination of factors

must be taken into account and a good balance should be
found.

- 48 -
Level 1 Introductory Certificate in Customer Service

Section 4
Handling Customer
Complaints
Aims of the section

At the end of this section candidates should be able to:

• Explain why customers complain.

• Appreciate the benefits of receiving customer
complaints.
• Demonstrate an understanding of the techniques
involved in handling difficult customer situations.
• Explain ways of handling complaints positively.

Customer Complaints

It is a known fact that no matter how hard an organisation

tries, there will be people who will never be satisfied.
However, there are those people who have a real cause for
being dissatisfied, maybe a product is faulty, or a meal
delivered is really cold, or a hair colour went really wrong.

There are three types of customers who complain:

1. Those who are genuinely upset by a situation and

deserve your sympathy.
2. Those who complain purely for the sake of it.
3. Professional complainers, who are out to seek
compensation or intimidate sales staff with threats of
legal action.

- 49 -
Level 1 Introductory Certificate in Customer Service

Activity 6 - Complaints

What is a customer complaint?

Why do people complain?

What behaviours have you seen when faced with a

customer who is complaining?

Why do some customers keep quiet and never

complain, even though they are unhappy with the
service?

- 50 -
Level 1 Introductory Certificate in Customer Service

What Causes Conflict and Makes People Complain?

Our day to day lives are often full of conflict, full of dealing
with difficult situations and unhappy customers across all
sectors. One sector is not better or worse in respect of
complaints. The number and level of complaints is about the
individual company rather than the industry sector.

There are many causes of conflict, but beneath them there

are root causes that you should be aware of and watch out
for when dealing with customers and colleagues. They
include:

• Misunderstandings.
• Personality factors.
• Expectations.
• Lack of communication.
• Frustration.
• De-motivated and unhappy people.
• Stress.
• Personal circumstances.
• Factors beyond your control and often even the
control of the organisation.

It is said that whilst complaints can be difficult to deal with it

can be a benefit to an organisation. This is because it keeps
an organisation aware of customer needs and often
highlights the need for change in working practices to avoid
future difficulties. Therefore, if acted upon correctly, it can
lead to improvements in service and help to ensure that
customers’ expectations are met.

From the other side, it is also important to realise that there

are issues directly relating to the organisation, and its
approach to dealing with customers, that can cause poor
performance and hence poor service, which also drives
customers to complain. In fact these are the main causes of
complaints, rather than personal issues relating to the
customers.

- 51 -
Level 1 Introductory Certificate in Customer Service

To a point, the personal issues mentioned previously do

affect the way in which customers respond in difficult
situations. However, below is a list of possible things that
can happen within the organisation, that can affect the
service delivery standards and cause customers to complain.

• Too much work and not enough people.

• Disputes about authority – i.e. disputes about who is
in charge.
• Personal differences – i.e. differences in opinion
between staff.
• Personal friction – personal relationships breakdown.
• Lack of communication – management within the
organisation fail to tell staff what is going on.

Handling Complaints

Did you know that…?

• 96% of dissatisfied customers do not go back and

complain.
• but they do tell 7 other people how bad you are.
• 13% will tell at least 20 others.
• 90% will never return.

It probably costs 5 times as much to attract a new customer

as it does to keep an existing one.

The message is clear:

• Companies need to encourage their customers to

complain - it is better to handle a complaint than lose
that customer.
• Handle complaints professionally - turn complainers
into ambassadors.

- 52 -
Level 1 Introductory Certificate in Customer Service

The benefits of complaints

Most organisations find that there are times when customers

are not satisfied and need to complain or make comments
on the service they have received. More and more
organisations realise that complaints can be a valuable
source of information. Many have set procedures to deal
with complaints so that they are dealt with in a consistent
and appropriate way.

The advantage of recognising that things do go wrong

instead of seeing complaints as an irritation, is that they can
help identify ways that we can do things better and point us
in the direction of providing an improved customer service.

Resolving complaints appropriately usually means that

customers are happy that you have listened to them.
Customers tend not to stay dissatisfied for long if their
complaint or comments are taken on board and dealt with.
These customers often become more loyal in the long term
because we have taken the trouble to listen to them and put
something right that was wrong.

How to encourage customers to complain

It is important that we make it easy for customers to

comment on the service they have received. We should
never make it difficult for customers to complain.

The best way to find out how customers feel is to ask them
what they think about the service they have received.

Examples of questions we can ask:

• It that everything you need sir?

• Is everything to your satisfaction?
• How can I be of service madam?
• Are you happy with the way in which that is packed
sir?

- 53 -
Level 1 Introductory Certificate in Customer Service

Other methods of obtaining feedback

• Make it easy for customers to comment on happy

sheets or short questionnaires that can be left in their
hotel room or by leaving tick box cards with their
restaurant bill etc.
• Providing a reward such as entry to a competition if
customers give comments on how products and
customer service can be improved.
• By using mystery shoppers to find out what it is like to
be in your customers’ shoes. (These are often
independent people who are employed to ring up to
make a booking or go into a restaurant or hotel to
experience what it is like to be a customer there.)

Calming customers who are angry and upset

When customers are angry or upset they usually want to:

• Get the problem off their chest.

• Voice their opinions.
• Feel they are being listened to.
• Feel they are being taken seriously.
• Get the problem sorted out.
• Feel that their business is valued.

How could you calm down a customer?

• Listen.
• Talk to them.
• Show empathy.
• Avoid being defensive.
• Agree common ground.
• Agree to solve their problem.

- 54 -
Level 1 Introductory Certificate in Customer Service

Approaches to Handling Complaints

When handling complaints, always remember to follow your

organisation’s complaint handling guidelines, check your
authority levels and the acceptable response times.

One way of handling complaints is to use the following process:

• Listen
• Apologise
• Solve
• Thank

Listen to the complaint.

Apologise

Apologise in a very positive way and thank them for bringing the
problem to your attention. (Remember to check-out the
guidelines for suspected food poisoning complaints at your
workplace. You will need to be very careful how you apologise
in these situations; such cases are normally dealt with by
managers.)

Solve

Find out the facts. Complaints often get blown out of proportion
– what exactly is the complaint about? By putting the complaint
into your own words you will show the customer that you have
understood what they have said. Let the customer know what
you intend to do and then ACT immediately. Do not delay! You
are on your way to putting things right.

Thank

Thank them for bringing the problem to your attention. Stress

that it is the only way you can find out about any problems and
put them right.

*Remember that support is often available in the workplace to

help you with customer complaints; do not feel you must always
do this alone. You will need to practise under supervision and
shadow other people, until you develop your own appropriate
style and feel comfortable and confident.

- 55 -
Level 1 Introductory Certificate in Customer Service

Other approaches to handling conflict with customers include:

• Compromise - bargain or negotiate with the customer to

get to a point where the customer is satisfied. For
example, if the customer is unhappy with the level of
service received, find a compromise with them, i.e. free
drinks, a voucher for a meal to encourage them to come
back, a discount from their bill - compromise with them,
agree with them and do something that makes them
happier and more satisfied with the service received
overall.
• Co-operate - Listen to the customer and co-operate with
their demands. Do as they say, if you feel it is
reasonable and appropriate.

Keep the Customer Informed on the Progress of the

Complaint

Whenever you are dealing with a complaint of any nature you

should always aim to keep your customer informed at every
stage. Let the customer know what is happening to their
complaint, how it might be dealt with, who is dealing with it and
the time it might take to deal with it. This is good practice and by
keeping the customer informed you are more likely to gain their
co-operation as opposed to increasing their dissatisfaction at the
level of service being received.

It is therefore important that you keep in touch with them at all

times, and most of all ensure that the problem that caused them
to complain is resolved to the satisfaction of all concerned.
Never walk away from a problem, but always aim to ensure that
even if you cannot resolve it, somebody else does and that you
remain with the customer throughout.

- 56 -
Level 1 Introductory Certificate in Customer Service

Avoid Defensive Behaviour

When conflict arises, our natural human instinct is to defend

ourselves, our colleagues or our organisation. This is a
practice that should be avoided as it often deepens the
conflict and creates further problems.

One of the key things you should remember in customer

service is that ‘the customer is always right’ even when they
are wrong! It is a little like innocent until proven guilty.

The important thing is that you do handle the complaint, you

do listen to it and you do act on it. At all times, complaints
should be handled with politeness, dignity and an interest in
ensuring that the customer is satisfied. Remember, a happy
customer is more likely to come back and spread the good
word in a positive way. An unhappy customer could do
untold damage to a business by spreading a bad word in a
very negative way.

Practical Tips for Handling Complaints

Every complaint must be dealt with on an individual basis

and each organisation will have their own methods and
procedures for complaints handling. However, the following
are a number of general approaches that can be adapted to
individual circumstances:
• Use appropriate body language to show empathy
with the customer.
• Use diplomatic phrases to calm angry customers, for
example, “This is obviously an unsatisfactory
situation” or “I’m sorry that you’re upset about this
…so here’s what I’ll do…”
• Apologise for the fact that there has been a problem
and show you are taking the customer seriously.
• Do not interrupt the customer.
• Use effective listening skills to get an overview of the
problem so you know what action to take next.
• Clarify details by repeating what has been said; for
example, “So you say that the delivery van turned up
5 hours late”.

- 57 -
Level 1 Introductory Certificate in Customer Service

• Make brief notes of the complaint - this will help you

identify staff that you may want to talk with later.
• Be positive and encourage the customer so they do
not feel embarrassed. For example, “Thank you for
bringing this to my attention, hopefully I can sort out
this situation”.
• Inform the customer of the action you intend to take.
• In serious cases, you will have to explain that you
cannot just take the matter at face value and must
investigate to confirm the allegations and to deal with
the matter fully.

Who to Go to in Time of Trouble?

It is important that you understand the way to handle conflict

within your own organisation, your level of authority in any
given situation and when it is important to call your line
manager in to support you and aim to resolve the situation.

Every organisation should have a way of doing this, perhaps

a flow-chart that shows what you should do when a customer
complains.

Often, as a junior member of staff, your role will be

‘handling’ the complaint rather than ‘managing’ the
complaint, because you will not be in a position where you
are able to make decisions about how to ensure that the
customer is satisfied. Therefore, when a customer
complains and you know that you cannot deal with the
complaint, listen to them, apologise, thank them for bringing
it to you attention and then find somebody who can solve the
problem for you.

- 58 -
Level 1 Introductory Certificate in Customer Service

The Role of the Customer Services Department in

Supporting Customer Services Activities

The role of the customer services department is traditionally

to support front-facing staff in managing customer service
delivery to a high standard, ensuring that customers are
pleased with their overall experience.

The work they do will include planning for customer care and
the development of customer care programmes. All of this
will be based upon the organisation’s willingness to be
marketing oriented and customer focused. Therefore, when
planning customer service departments should take the
following issues into account, as they are important to the
overall view the customer will have of the organisation:

• Time taken to deal with the customer.

• How important is customer service and customer
care relative to other aspects of the relationship?
• The importance of service to the customer.
• The degree of risk associated with delivering poor
service.
• The dependence on staff and equipment.
• Contact with staff.
• Degree of control and responsibility of all staff
involved in the care process.
• Skills and expertise required to successfully deliver
customer care.
• Degree of routine in customer contact.
• Number and complexity of service contacts.
• Emotional behaviour of customers.

- 59 -
Level 1 Introductory Certificate in Customer Service

Section Four Summary

The important thing to realise with customer complaints is

that they are not always a bad thing. In fact they can be a
good thing, in that they help organisations to learn about
what displeases customers, and how to put the situation
right.

To ensure that customers do not just walk away and never

come back again, complaints must be taken very seriously
and should be dealt with efficiently, effectively and in line
with the customer's requirements. There used to be an old
saying in marketing, which you still hear today ‘the customer
is king’ or ‘the customer is sovereign’ meaning the customer
is the most important person to the organisation.

Think back to the beginning of your learning where we

highlighted to you that the customer should be at the centre
of the organisation. This is very important, even in a
complaints situation. It means that ultimately there is a
desire to satisfy the customer, which will hopefully mean that
their custom will be kept by the organisation.

Remember, retaining customers is much cheaper than

getting new ones, so it pays to sort out customer complaints.

- 60 -