Proactive Customer Service Leader S Guide

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

CONTENTS

The Goal of the Course/Objectives...... 3

Training Outline: Proactive Customer Service 3.0 ...... 4

Before You Begin: Tips for Trainers...... 6

Before and After Skills Inventory...... 9

Key Point #1: The Three Levels of Customer Service...... 11

Key Point #2: Tools For Proactivity...... 12

Key Point #3: Rapport Building Opportunities...... 14

Key Point #4: Soft Questions...... 15

Some Additional Discussion Questions...... 17

Role Playing Instructions...... 18

Role Playing Scenarios...... 19

Before They Go...... 21

A Call to Action...... 22

Closing Words...... 23

Key Points...... 24

Instructor's Notes...... 26

About Telephone Doctor® Customer Service Training...

Telephone Doctor is a St. Louis based customer service training company, which offers products and techniques designed to improve the service skills of customer contact employees. Nancy Friedman, our founder and president, presents this video program. Through videos, CD-ROMS, web-based courses, books, audio programs and instructor-led workshops, Telephone Doctor has helped tens of thousands of organizations increase revenue, improve customer satisfaction ratings, and reduce employee turnover. For additional information, please visit .

And now some legal stuff...

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The Goal of the Course: Proactive Customer Service

Service providers are often encouraged to provide proactive customer service. Many times these instructions neglect to equip the service providers with the tools necessary to provide this level of service. The goal of this course is to equip service providers with the tips, tools and techniques necessary to provide proactive service to your organization’s customers.

Objectives:

Participants who successfully complete this course will have met these objectives by demonstrating through written, verbal and/or role-playing exercises the ability to:

identify the characteristics of passive, average, and proactive customer service.

list six key techniques used to be proactive with customers by telephone or in person.

recognize the value of rapport building and identify rapport building opportunities, and

use “soft questions” to offer additional products and services.

©Telephone Doctor, Inc., St. Louis, MO 63044, USA

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

The long-term value of this program creates a need to utilize the content in a variety of different uses. The following outline is based on a more traditional approach of showing the video in its entirety then participating in discussions. Additional uses include:

One key point at a time during a staff meeting
Individual key points can be used to add another dimension to other training programs.

Training Outline: Proactive Customer Service

I. Introduction to the Topic (see “The Goal Of The Course”)( 5 min)

State the goal of the course in your opening comments
Include class objectives(15 min)

II.Getting Acquainted (see “Tips For Trainers”)

Introduction of trainer
Use an ice breaker activity or buy-in activity
Administer: Before-and-After Skills Inventory

III.View Video: Proactive Customer Service (17 min)

©Telephone Doctor, Inc., St. Louis, MO 63044, USA

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

IV.Application of Key Points(30 – 45 min)

Ask discussion questions provided in Leader’s Guide.
Participants complete accompanying Participant Workbook pages.

Key Point #1: Three Levels of Customer Service

Passive behavior means “under delivering” customer service.
Average service is mediocre and disappointing at best.
Proactive service means exceeding the customer’s expectations.

Key Point #2: Tools of Proactivity

Be obviously friendly.

Be confident

Build rapport

Ask “smiling” questions.
Assure them again you can help.
Ask intelligent follow-up questions.

Key Point #3: Rapport Building

There is a RBO (rapport building opportunity) in every customer contact, face to face or on the phone.
Listen carefully to what the customer says. Respond to the customer’s statement with sincere empathy.
Ask a follow up question to begin building rapport.

Training Outline: Proactive Customer Service (con’t)

Key Point #4: Soft Questions Give Super Service

Know your products and services to help you decide what will benefit the customer most.
Give the customer a choice.
Use these soft questions to inform the customer of additional offerings:

“By the way, are you aware of …”

“While we’re on the phone, has anyone told you about …”

“One other thought, would it be convenient for you to have …”

V.Skill Practice(10 min)

Key Point #2: Tools of Proactivity –Role Play #2
Key Point #3: RapportBuilding – Role Play #3
Key Point #4: Soft Questions Give Super Service – Role Play #1

VI.Wrap Up (see “Before They Go”)(15 min)

A.Select a method of review

B.Use a commitment activity

C.Ask participants to complete evaluation

Facilitator Note: For each role play activity included in the session, increase the total length of class by approximately 10 minutes.

NOTE: The total length of this class is approximately:(1 hr 57 min)

©Telephone Doctor, Inc., St. Louis, MO 63044, USA

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

Before You Begin: Tips for Trainers

In order for participants to receive the maximum benefits from this course, here are some tips for success.

Assemble Learning Resources

■Locate the video or DVD: Proactive Customer Service

■Using Proactive Customer Service Participant Workbooks will greatly enhance the training.

■You’ll need:

A TV and DVD Player or computer with DVD capability

A flip chart or white board and markers.

Create a Comfortable Learning Atmosphere

■Choose a comfortable, well-lighted room with no distractions.

■Arrange straight tables in a U-shaped set-up or use round tables. Either way, it is important that each participant be able to make eye contact with other participants.

■Use name tents or name tags for participants.

■Encourage note taking by using the Participant Workbooks or supply pencil and paper.

■Introduce yourself. Give the participants a brief sketch of your background, your experience and how you relate to the training subject. The more comfortable the participants are with you, the more effective you will be in facilitating their learning.

■Allow the participants to get comfortable with each other. Use self-introductions or icebreaking exercises to get the group relaxed.

1.The participants can use your introduction as a model, which will help them overcome any natural reluctance to talk about themselves.

2.Divide the class into groups of two. Give each pair of participants a few minutes to interview each other. Each one in turn introduces his or her partner to the group. This will speed the process of getting the participants to function as a group.

3.Multiple sources for icebreaker exercises exist. Bring your own or visit your favorite bookstore or local library for ideas.

■Schedule breaks as needed.

©Telephone Doctor, Inc., St. Louis, MO 63044, USA

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

©Telephone Doctor, Inc., St. Louis, MO 63044, USA

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

Before You Begin: Tips For Trainers (cont.)

■Acquaint the participants with “housekeeping” items. Advise the participants regarding the important features of the training environment (e.g., location of restrooms and lounge facilities, breaks, etc.).

■Establish clear goals. The specific learning objectives for this class are included in the Leader’s Guide. Keep in mind that the clearer the participants’ understanding of their objectives, the more likely it is that they will achieve those objectives.

Involve The Participants

■The corresponding Participant Workbook provides a Before-and-After Skill Inventory. The Before-and-After Skill Inventory has a dual purpose. It can be used as a pre-test/post-test exercise or as a buy-in activity. Using this inventory sets the stage for immediate involvement.

■Choose the segments of the media that best meets your needs. Decide the viewing method that works best (start/stop, all inclusive, minus the review segment, etc.).

■When using Telephone Doctor® Participant Workbooks, there are a variety of ways to complete the questions.

1. Divide participants into two groups, assign each group a page and have the group prepare to discuss one or two questions from each page.

2.Prior to class, instructor selects most pertinent questions to be completed during class.

3.Assign homework to participants to complete remaining questions.

■Verify participant understanding by asking questions. Make them do most of the work. Resist the urge to take over. Facilitate, but don’t dominate. Ask questions, coax answers, encourage give and take.

■Encourage involvement of the participants, by beginning questions with phrases such as:

“What did you think about that?”

“Tell me what you just saw.”

“That was interesting, what was your take on it?”

“What were your initial impressions?”

“How did that scene make you feel?”

©Telephone Doctor, Inc., St. Louis, MO 63044, USA

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

Before You Begin: Tips For Trainers (cont.)

■Reduce participant’s apprehension by positively reinforcing their comments with statements such as:

“That’s interesting; tell me more about what you mean.”

“I hadn’t considered that angle yet.”

“Okay, thanks for sharing that with us.”

“That’ll be one of the things we need to consider.”

“I really like your insight.”

“That’s sure a unique perspective. Who else has some ideas?”

■Reward participants for their enthusiastic participation. Prizes are always coveted and Telephone Doctor has many fun promotional items available for purchase.

©Telephone Doctor, Inc., St. Louis, MO 63044, USA

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

Before-and-After Skills Inventory

Before watching the video - PROACTIVE CUSTOMER SERVICE - answer the questions below to the best of your ability. Do not score your answers yet. Wait until you complete the second part of the Before-and-After Skills Inventory at the end of the course. Then score both your "Before" and "After" responses. The difference between the two scores will show you how much you've learned in the course.

Before / After
1.When dealing with customers, a good objective is to meet their expectations with the minimum effort. (T or F) / □ / □
2.Many times, customers will say things to you that have nothing to do with business. Instead of responding to these, you should be quiet and wait for the customer to get down to business. (T or F) / □ / □
3.No two people have the same personality. Because of that, customers get the best service when you:
a.match your personality to theirs;
b.use your personality; or
c.keep your personality out of it and stick to business. / □ / □
4.An important first step in making business friendships is to:
a.have a ready supply of clever or witty things to say;
b.ask a few personal questions of the customer; or
c.display a caring attitude. / □ / □

The ability to build rapport is an inborn one - either you have it or you don't.

(T or F) / □ / □

Building rapport with customers makes your job more pleasant, but it really has

no constructive business purpose. (T or F) / □ / □
7.When customers make statements with a personal, rather than a business, frame of reference they're trying to tell you they want:
a.to be treated like people;
b.some special treatment or unusual favor; or
c.to kill a little time. / □ / □
8.Opportunities to build rapport with customers can slip by if you're not careful. A good way to be sure you don't miss one is to:
a.come right out and ask, "What can I do to make you happy?”
b.ask a great many probing questions; or
c.listen carefully to what the customer has to say. / □ / □
9.There is a Rapport Building Opportunity in every customer contact. (T or F) / □ / □
Before / After
10.Which of the following statements is a Rapport Building Opportunity?
a."Our order was supposed to be in yesterday . . .”
b."This is my first day on the job . . .”
c."I left a message yesterday, and nobody called me back!" / □ / □
11.To build rapport, you should encourage the customer's confidence by:
a.conveying they came to the right place with an energetic, positive voice;
b.answering questions with the fewest words;
c.telling the customer a little bit about yourself. / □ / □
12.Follow-up questions should be avoided, since customers may be embarrassed that they forgot to tell you something. (T or F) / □ / □
13.Asking the customer a soft question like "By the way, are you aware of . . ." is:
a.the most polite way of changing the subject;
b.a good technique to avoid answering a question without annoying the customer;
c.another way of building rapport. / □ / □
14.Asking a customer, "Is there anything else?" is not a good technique because:
a.it's too pushy;
b.it puts the burden on the customer;
c.it ignores the customer's present need. / □ / □
15.Proactive customer service is not appropriate with an irate caller. (T or F) / □ / □

Total Correct Answers: □ □

Telephone Doctor

Check-Up Report

□ - □ ÷ □ x 100 = □

After Before Before % Improvement

How Did You Do?

Key Point #1: The Three Levels of Customer Service

Discussion Questions:

1.Customers who call or visit your company will get service on one of three levels. The worst of these is Passive Customer Service. What is the definition of passive?

Submissive

Lacking forceful qualities

Not active

2.What behaviors identify this low level of service?

Uncaring

Unresponsive

Uninvolved

Rude

3.On a slightly higher level (although certainly no credit to your company) is a person who delivers Average Customer Service. What words define Average?

Ordinary

Usual

Common

4.Why would we classify unsatisfactory service as average?

Such a person does the minimum required for the job -- no more, no less.

It's called average because it's the service level most often given to customers.

5.If this type of mediocre service is what customers most often get, what's so bad about it?

It may be what customers have come to expect, but it really isn't what they want, and it certainly isn't what they deserve.

Giving customers the level of service they want and deserve means exceeding their expectations.

6.Your company's customers deserve better. They deserve Proactive Customer Service. What do we mean when we say proactive?

Being interested

Using personality

Establishing rapport

Being warm

Above average

TELEPHONE DOCTOR® PRESCRIPTION:

1.Remember passive behavior means "under delivering" customer service.

2.Average service is just mediocre and disappointing at best.

3.Proactive service means exceeding the customer's expectations.

PROACTIVE CUSTOMER SERVICE LEADER’S GUIDE

Key Point #2: Tools For Proactivity

Discussion Questions:

1.Your first tool for proactivity is to be obviously friendly. What does this mean?

Use your personality.

Offer a sincere friendly greeting.

Be interested.

Be warm.

Be helpful.

2.How does being confident make you seem proactive?

Confidence lends credibility to your organization.

Customers will have no doubt they came to the right place.

3.One important element of proactive service is the customer's confidence in you. You can encourage that confidence by showing yours. What can you do to show obvious confidence to your customers?

Use a warm, sincere tone of voice.

Be knowledgeable about your company.

Take control of the conversation. A good way to do this is with smiling questions.

In addition, when the conversation is face-to-face, use positive nonverbal communication techniques.

4.What role does rapport building have in exceeding customer’s expectations.

Rapport building separates you from the mass of gray-faced, anonymous people who are passive or average.

Rapport building helps us transition from being a stranger, to being a business friend.

5.What is a smiling question?

A smiling question is one that is asked sincerely, pleasantly, and willingly.

Putting a smile in your questions lets the customer know you can help.

Use of smiling questions avoids giving the "ho-hum" impression that questions are just a routine, boring part of the job.

Allow the participants to practice asking each other smiling questions. As you guide the practice, remind them that these questions should be conversational, not confrontational.

6.Letting the customer know you can help is the next important step in building rapport. What can you do to give customers that assurance?

Use the customer's name. This lets the customer know he/she is receiving personal, individualized service.

Use positive, reassuring phrases to let the customer know you will help.

Examples:"You’ve come to the right place”

"I'll be glad to help you”

Key Point #2: Tools For Proactivity

Discussion Questions: (cont.)

7.Asking intelligent follow-up questions is frequently overlooked. How do they help the total proactive customer service effort?

Every follow-up question you ask helps you learn more about the customer's needs.