The World of Customer Service, 2e Odgers

1Chapter 4

Chapter 4Chapter 4Attitude, Angry Customers, and Attitude, Angry Customers, and

Relationship BuildingRelationship Building

ObjectivesDescribe a customer-oriented attitudeRecognize situational examples that elicit rage reactions in customersIdentify actions CSRs can take to ensure delivery of comprehensive customer servicesDescribe the customer service benefits of the teamwork approach in organizations

The World of Customer Service, 2e Odgers

2Chapter 4

A Customer-OrientedA Customer-OrientedService AttitudeService Attitude

“The purpose of business is to create a customer” Peter Drucker

The ACSI (American Customer Satisfaction Index)

Tracks trends in customer satisfaction and provides valuable benchmarking of the consumer economy

The World of Customer Service, 2e Odgers

3Chapter 4

The Power of aThe Power of aPositive AttitudePositive Attitude

Positive self-talk can help each of us build a positive, winning customer service attitude.Tips to help keep your attitude up:

Engage in positive self-talkFocus on successes rather than negativesUse your break time effectivelyKeep in mind your overall goalsBe kind to yourselfTake your sense of humor to work

The World of Customer Service, 2e Odgers

4Chapter 4

Customer RageCustomer Rage

Findings of Report by Customer Care Alliance and ASU School of Business, released in November 2005:

70% of 1,012 survey respondents experienced customer rage, relating that their most serious recent consumer problem made them “extremely” or “very” upset.

Customers don’t become dissatisfied because of problems, but with the way they are handled.

The World of Customer Service, 2e Odgers

5Chapter 4

Delivering Comprehensive Delivering Comprehensive ServiceService

Customers often filter their service depending onHow the customer feels that dayExperiences the customer has had that dayExperiences the customer has had in the past with the CSR or companyExperiences the customer’s friends or family have had with the companyThe setting, environment, and circumstances of the current interaction

The World of Customer Service, 2e Odgers

6Chapter 4

CSRs and theCSRs and theAdversity Quotient® Adversity Quotient®

Paul Stoltz, author of Adversity Quotient (AQ) @ Work, defines AQ as

A precise, measurable, unconscious pattern of how people respond to adversity.

Core elements are control, ownership, reach, and endurance.

CSRs should have high AQs.

The World of Customer Service, 2e Odgers

7Chapter 4

Customer ServiceCustomer ServiceRules and GuidelinesRules and Guidelines

Red rulesPrescriptive and must be followed exactly as specifiedExamples: safety issue or legal obligation

Blue rulesOptional and can be modified on a case-by-case basisExamples: return policies, hours of operation

The World of Customer Service, 2e Odgers

8Chapter 4

Building a Teamwork Building a Teamwork Approach to Customer ServiceApproach to Customer Service

Internal customer service refers to service directed toward others within the organization.

For example, level of responsiveness, quality, communication, teamwork, and morale

Good teamwork shows customers that the company is organized and everyone is moving toward satisfying the customer.

The World of Customer Service, 2e Odgers

9Chapter 4

Teamwork Communication Teamwork Communication

Critical in serving customers

To promote teamwork, CSRs need toFocus any negative feedback on a specific task, not on a co-worker’s personality.

Compliment a teammate when he or she is observed doing something well.

The World of Customer Service, 2e Odgers

10Chapter 4

Teamwork StrategiesTeamwork Strategies

Support your teammates with information

Discuss new policies

Identify areas for improvement

Show pride in yourself and your coworkers