GUEST SERVICE PLAYBOOK

GREEN RIVER COLLEGE

Instructor: Timothy Broxholm

Tetyana Tomieva

Created: March 13, 2016

INTRODUCTION

Welcome to the next step in your life, the life of guest service interaction. Every day we perform services to someone either family, friends, personal or professional acquaintances. Today guest service in a business is taken seriously and can be the difference if you make or break. Businesses must perform to their superiority with guest interactions and must gain the edge against all competitors with their guest service. In this playbook we will tackle one-hundred percent of the key areas to serve your guest.

CONTENTS

CHAPTER 1 6 EXTENDING SERVICE TO EXTERNAL GUESTS 6 ATTRACT, HIRE, AND KEEP QUALIFIED SERVICE EMPLOYEES 7

2 | P a g e

ISSUES THAT IMPACT OUR BUSINESS 8 STRATEGIES THAT WOULD HELP OUR BUSINESS 9

CHAPTER 2 11 Rule #1 CUSTOMER SERVICE IS NOT A DEPARTMENT 11 Rule #2 YOU WIN CUSTOMERS ONE AT A TIME AND LOSE THEM A

THOUSAND AT A TIME 12 Rule #3 GREAT SERVICE FOLLOWS THE LAW OF GRAVITY 12 Rule #4 DON’T GET BORED WITH THE BASICS 13 Rule #5 ASK YOURSELF “WHAT WOULD MOM DO?” 14 Rule #6 BE AN ECOLOGIST 15 Rule #7 LOOK SHARP 16 Rule #8 ALWAYS ACT LIKE A PROFESSIONAL 17 Rule #9 HIRE THE BEST CAST 18 Rule #10 BE YOUR OWN SHAKESPEARE 19 Rule #11 BECOME AN EXPERT AT CREATING EXPERTS 20 Rule #12 REHEARSE, REHEARSE, REHEARSE 20

CHAPTER 3 22EFFECTIVE COMMUNICATION IN GUEST SERVICE 22 PROVIDE FEEDBACK EFFECTIVELY 23 AVOID NEGATIVE LANGUAGE 24

CHAPTER 4 25THE EFFECT OF GENDER COMMUNICATION 25 EFFECT OF CULTURE ON NONVERBAL COMMUNICATION 27 IDENTIFY UNPRODUCTIVE BEHAVIORS 27

CHAPTER 5 31 LISTENING TO THE CUSTOMER 31STRATEGIES FOR IMPROVED LISTENING 38THE CUSTOMER RULES #13 - #20 41

CHAPTER 6 49CUSTOMER SERVICE AND BEHAVIOR 49

CHAPTER 7 52SERVICE BREAKDOWNS AND SERVICE RECOVERY 52

CHAPTER 8 58CUSTOMER SERVICE IN A DIVERSE WORLD 58COMMUNICATING WITH DIVERSE CUSTOMERS 60THE CUSTOMER RULES #21 - #30 62

CHAPTER 9 75CUSTOMER SERVICE VIA TECHNOLOGY 75

3 | P a g e

THE CUSTOMER CONTACT/CALL CENTER OR HELP DESK 76TRADITIONAL EQUIPMENT USED TO PROVIDE CALL CENTER-BASED

CUSTOMER SERVICE 76TAPPING INTO WEB-BASED AND MOBILE TECHNOLOGIES 79

CHAPTER 10 81 ESTABLISH AND MAINTAIN TRUST WITH CUSTOMERS 81ENCOURAGING CUSTOMER LOYALTY 83ENHANCING CUSTOMER SATISFACTION AS A STRATEGY FOR

RETAINING CUSTOMERS 85STRIVE FOR QUALITY 87THE CUSTOMER RULES #31 - #39 89

4 | P a g e

CHAPTER 1

EXTEND SERVICE TO EXTERNAL GUESTS

Welcoming GuestsNothing can be more heartwarming then someone welcoming you into their place of establishment. Every guest that enters your work facility should be treated as if they are entering your home for the first time. This will create the experience with the first impression being a positive one. Welcoming your guests should be done with a smile, enthusiasm, and a caring attitude and informative. If a guest is coming for the first time you want to be able to provide them with as much information as they are willing to accept, this will give them all the knowledge of your facility up front.

Using Guests NamesOnce you have learned the guests name try to remember it or make note of it somewhere where you will not forget it and use his or her first name, or Mr. or Miss with last name.

Taking Care of Guests NeedsCaring for the guest is of the utmost importance. The only way possible to care for a guest is first of all, is, caring for you. If you can show a caring attitude towards self, this tool definitely has grown within you to care, and to care for someone besides yourself such as a guest.

Thanking GuestsAlways remember to thank guests when you were given a positive response, a positive reply and any positive conversation that has taken place. Thank you’s instills in the guests mind a positive working atmosphere.

Inviting Guests BackWhether or not, if the guest has had an excellent experience at your facility, or a not so nice experience, remember to extend a thank you and invite them back, return business will make or break your company.

ATTRACT, HIRE, AND KEEP QUALIFIED SERVICE EMPLOYEESBenefitsOffering of an exceptional benefit package can attract potential employees, benefits may include:

Medical and dental insurance

5 | P a g e

Life insurance Disability insurance Vision insurance 401K Paid holidays Free meals Tuition reimbursement Employee assistance program

PayBeing competitive in the market for salary/wages will attract some good workers, but if you want to attract excellent workers’ pay at a higher scale.

HiringSteps to take when hiring new employees:

Apply online Interview process 50 questions specifically directed at the department Upon hiring:

1. 90-day probation period that will be scrutinized by peers to ensure correct hiring was successful.

2. If for some reason hiring an individual does not work out the “At-Will Policy” will be put into effect before the 90 probation period or at the end of the 90 probation period.

Performance reviews will be specific to guest service, being the most critical area in an employee’s review process.

Hiring the best qualified individuals to work at your place of employment is one of the most crucial tasks that need to be done with great care. The saying goes “if you do it right the first time you won’t have to revisit it a second time”, so hiring correctly on the onset will save you a lot of pain and heartache.

ISSUES THAT IMPACT OUR BUSINESSCompetitors Competitors are the reason why businesses begin to strategize without our competition we would not know what to compete against, so in a sense the competition is good for business. And I believe that to be true. We need to stay ahead of our competition always being more innovative then the other person, or the other business. Keep on top of all of the new equipment that is on the market and any trends that are being established in the workplace. DemographicsAlways stay aware of what is in your local area, at least within a 50 mile radius, for some areas it might be different, in a populated area 50 miles

6 | P a g e

would be sufficient. Find out what the current clientele wants or demands in your area and provide the product that is in demand for your business.

Buy-InFrom the CEO in your company to the frontline worker, you must have buy-in in your company how you are going to better serve your guests the minute they walk into your establishment to the minute they leave. Always provide the best possible service you can and training helps in many of those avenues.

CommitmentBeing consistent in your delivery of exceptional guest service comes by a well-established core of staff. Each one having been committed to the wellbeing of their place of employment and seeing it through to the completion of excellent service both with internal and external guest.

STRATEGIES THAT WOULD HELP OUR BUSINESSTrainingTraining is a powerful tool that helps sustain the individual and the business to be atop of any circumstances and or any new trends that could be happening currently within your business core practices.

Secret ShopperOutsourcing for a secret shopper does not come cheap, but if you want an outside opinion, then a secret shopper will give you exactly that. It is up to the business to fill in the blanks, what that means is to enforce all the negatives and give positive feedback where necessary.

Follow-UpAll of your hard work must be followed-up with to make any adjustments, revisions or provide feedback. Follow-up let’s your employees know how the service has progressed or regressed and this is the time for positive or negative constructive criticism.

RecognitionRecognize all your employees for all their hard work and dedication. And for those employees that have gone above and beyond, do something special for them like recognizing their efforts and having a monthly guest service recognition party for them.

7 | P a g e

CHAPTER 2THE CUSTOMER RULES

Rule #1 Customer Service is Not a Department

Customer service is not a department; customer service is serving your guests and team members with the utmost sincerity and respect. It is a culture from the CEO to the front-line employee.

How can you build this skill and rules to implement in your company?No one said it would be easy to create a culture that would be the best in the west. But if you really want it, you have to go after it a hundred percent, it takes consistency and a lot of hard work. Setting up your program with everybody on board from the beginning is a start, training your staff and consistently doing follow-up with direction is going to be positive for your company.

How can I improve these skills and rules in my company? Having the skills and knowledge to execute to the highest expectations of your guests needs and wants is done by having exceptional:

1. ONGOING CUSTOMER SERVICE TRAINING2. CLASSES IN THE ARTS OF COMMUNICATION

8 | P a g e

3. INTERACTION WITH INSTRUCTIONYour employees represent the culture that you have laid out for them to conduct on a daily basis, be the best you can possibly be, your entire organization represents who you are and you want the bottom-line of your company to be affected greatly by your product, assuredly you want their return business.

Evaluating for success! How do you know it is working? Feedback; customer comment cards, employee meetings, loyal guest

feedback. Evaluate and analyze consistently through formal reviews. Return business and added business through continuous head counts. Profits -/+’s

Rule #2 You Win Customers One at a Time and Lose Them a Thousand at a Time

Social media can be beneficial for marketing purposes and can help the business spread the word about your promotions, sales, new products, and any upcoming events conducted in your facility. Social media also can be a negative if it is used in an improper form. When using social media the language must be positive, how you conduct yourself through social media can be the moment of truth.

How can you build this skill and rules to implement in your company?When you are working with a guest put in your mind every moment you spend with them is a moment of truth, be honest with them. Provide your customer a comfortable environment for them, be nice to them, make sure you meet their expectations, and spend enough time with your guests to learn to read them. Smile; make them feel welcome and you are happy to help them. All these strategies make the guest know they made the right decision to do business with you.

How can I evaluate if we are doing this rule in my company?Feedback from guests is very important it gives you an idea of how your employees are doing and what areas need to be worked on. Provide enough time to go over the feedback with your employees and make any corrections if needed. Have your employees do a self-evaluation

Rule #3 Great Service Follows the Law of GravityLeaders are role models.

How can I build this skill or deploy this rule in my company?If leaders do not provide exceptional guest service for your organization then you will receive customer complaints. Be a good role model for others and

9 | P a g e

put in mind every person has an impact in the way business gets done, even if you don't own the business it still matters.

How could I improve this skills/rule in my company?Have a mind-set, when you get to work set your goals or focus of how to surprise your guests and keep them happy. Treat your guests like they are the most important people in the world and they will come back to your business if you make them feel important. Also, when you work with your guests treat them like your boss is watching you, this is a trick that will help you deliver better guest service. And keep in mind no matter what your job in any organization you can do a lot to spread excellent guest service.

How can I evaluate if we are doing this rule in my company? Feedback form for guests to fill out Survey template Conduct analysis of your business to ensure proper handling of guests.

Rule #4 Don’t Get Bored with the Basics

How can I build this skill or deploy this rule in my company?Forgetting the fundamentals of guest service could really damage and hurt you and your business. Think of a basketball player, one of the main fundamental skills that they need to know is dribbling. If they never practiced dribbling or just stopped doing it, they would not do well in their profession. Basketball is just one of many examples of how the fundamentals or basics can hurt you. Instinctively you should become to being nice to people. Even if they are in a bad mood, you may be able to change their day.

How could I improve this skills/rule in my company?You can always improve how you treat people throughout your life. Being evaluated with a secret shopper or having an individual give an outside point of view can tremendously help you realize how you are treating people. If a secret shopper is in place, they can report to your supervisor if you are forgetting the basics of service or doing them very well.

How can I evaluate if we are doing this rule in my company? Training will keep the brain stimulated and fresh. Do pre-shift meetings to ensure staff is ready to work. Oversee production by doing walk through.

Rule #5 Ask Yourself, “What Would Mom Do?”

How can I build this skill or deploy this rule in my company?

10 | P a g e

Mothers seem to know best. If you ever are in a tough position with your guest service, just think about it. What would your mom do? I know mine would try to find a solution that would make everybody happy, especially the guest. Treating guests, supervisors, or associates with kindness and respect is one thing that most mothers would tell you to do.

How could I improve this skills/rule in my company?Having reviews often can help you know if you are doing your job correctly or not. They can tell you things you are wrong, what you are doing well at, and things you need to keep working on. Reviews are a good tool for companies to use.

How can I evaluate if we are doing this rule in my company? Critical thinking Formal training Follow-ups with reviews

Rule #6 Be An Ecologist

Interconnectedness of a business is vital. Keeping everyone on the same page and working harmoniously within the business bests the bottom-line. A top level manager who wants to run a business without interaction can employ this strategy but needs to carefully install it.

How can I build this skill or deploy this rule in my company?Self-regulation can be done but you must first hire the right individuals on the front-line and most critically at the supervisor and manager level. This will help to run a business from afar. This is called free-rein leadership where the manager allows the lower levels to run the business while the manager incorporates all the steps to do it, and by not interfering with progress.

How could I improve this skill and rules in my company?The hiring process is the place to start; you must hire individuals that have good core responsibilities not only to their work but to themselves as well. They must also be well versed in business aspects in order to run a business you must know the basics of business. Too fully see the philosophy take effect in your place of work it must be run and flourish within every department, and it must be an action of correction if it is not adhered to. Corrective action must be taken if the rules are not followed.

How can I evaluate if we are doing this rule in my company? Performance reviews for all staff regarding the importance of follow

through. Communicate all information to all staff. Post reminders in and around your office space and hallways.

11 | P a g e

Rule #7 Look Sharp

Guests form opinions about Team Members’ by observing their appearance. A clean and neat appearance communicates professionalism and indicates that you are courteous and maintain a high standard of excellence. Good personal hygiene also creates a favorable first impression. If you are not properly dressed or do not practice good hygiene, your Supervisor may ask that you go home to change.

How can I build this skill or deploy this rule in my company?Personal Appearance Guidelines:

Hair: hair must be well kept and not messy, no bright colors of hair will be acceptable and must be kept up and looking sharp.

Dress: all uniforms will be provided by their department and kept clean in the uniform department.

Grooming and Make-up: no un-professional hairstyles will be acceptable and makeup will be kept to a good minimum.

Shoes: shoes will be black in style. Jewelry: jewelry will be kept to a minimum while on duty, body

piercings will not be allowed while at work. Ear piercings will held to 2 minimum per side.

Tattoos: tattoos will not be visible to the public and must be hidden away.

How could I improve this skill and rules in my company?All the guidelines for looking sharp and being a professional will be strictly enforced through the disciplinary step program and in your annual performance evaluation.

How can I evaluate if we are doing this rule in my company? Implement a dress code policy at your work. Do job screening to ensure that all tattoos are not visible. Ensure body piercings are within guidelines of work rules. All the management staff and supervisory staff levels are properly

trained in the policies and rules of your business. Rule #8 Always Act Like a Professional

How can I build this skill or deploy this rule in my company?How you build professionalism into your business is by conducting in depth training and constant re-training. Professionalism is learned by hands on experience and by visualization of seasoned professionals teaching how to interact with guests in a professional manner.

How Can I improve this skill/rule in my company?

12 | P a g e

Improving professionalism is done 24/7: Professionalism makes a substantial contribution to the continued

operation and growth of the organization. Professionalism continuously produces more than expected. Professionalism demonstrates professional expertise. Professionalism maintains a high degree of ethical conduct. Professionalism displays professional pride. Professionalism displays professionalism presence. Professionalism is your attitude Professionalism is your job. Professionalism is your career.

Managers should have meetings with employees on a regular basis and answer any questions they might have. Talk with employees about difficult costumers, how to deal with them. Train employee and show them that managers are care about their success.

How can I evaluate if we are doing this rule in my company? Guest reviews online would be helpful. Managers should ask for guest feedback. Secret shopper would be helpful as well and see how professional he/she was treated. Send gift cards to guest, which will ask on how we did and in order to activate gift card, guest would need to share his/her experience with us.

Rule #9 Hire The Best Cast

How can I build this skill or deploy this rule in my company?The best way to hire is to hire on the basis of integrity; second, motivation; third, capacity; fourth, understanding; fifth, knowledge; and the last is, experience. Without integrity, motivation is dangerous; without motivation, capacity is impotent; without capacity, understanding is limited; without understanding, knowledge is meaningless; without knowledge, experience is blind.

How Can I improve this skill/rule in my company?The best cast is to hire by attitude. If you hire the best qualified staff that has positive attitudes you cannot lose. Good questions to ask the candidates are:

What did you like best about your last job? Good answers are about the challenges the job brought, promotional opportunities and the chance to improve skills and exercise their creativity.

What did you like least about your last job? Negative answers about their last employee are not good. Positive answers about their last employer are a positive response.

How can I evaluate if we are doing this rule in my company? Follow-up after the 90 probation period is over.

13 | P a g e

Supervise and follow-up with performance appraisals. Train employees so they become seasoned professionals. Mentor employees so they learn all the small details. Discipline.

Why should you hire the best cast? You prevent low employee morale, the company would not suffer, you can lose credibility, prevent turmoil in your staff, cost of turnover goes down, prevent lawsuits and complaints, and supervisors and employees do not quit because you hired the best cast.

Rule #10 Be Your Own Shakespeare

How can I build this skill or deploy this rule in my company?The greatest experience a guest could possibly have would have to be produced by the marketing department. They are responsible for reaching out to the guests by advertisement, social media, billboards, ads, radio broadcasts, and television ads. There the experience would start; the guest would see what a perfectly fit catch it is to see this business and want to visit it. After you have caught there attention the next step would be to be prepared for them when they walk through your doors, and exceptional guest service and making a first impression is paramount.

How Can I improve this skill/rule in my company?Making a first impression comes with training and knowing your best service attitudes are on display. Once you have gone past the introduction stages, next is your facility, do you have what the guest wants, is your facility clean, is everyone properly uniformed and wearing their identification badges with their names visible, and do you have full service venue for your guests.

How can I evaluate if we are doing this rule in my company? You must have a checklist to make sure you have all that is needed

before the guests arrive. You must have proper staffing for your business during peak hours of

operation. You must have ready medical attention if the need arises. You must have security available at all times and visible. You must have a manager on duty to answer any questions the guest

might have. And you must have an information booth for guests just in case of

lost or stolen valuables, information about lodging, finding friends or family at your facility.

Rule #11 Become an Expert at Creating Experts

How can I build this skill or deploy this rule in my company?Becoming an expert creates in you, credibility, self-awareness, confidence in knowing you have the answers for guests when they come asking, it gives

14 | P a g e

you self-esteem. All of these skills and attributes reflect down to the bottom-line of your business. How do you add this to your business?

Have experts train your staff in all the avenues that will benefit your company.

Hire the experts to conduct training and supervisory roles year around. Test your employees continually.

How Can I improve this skill/rule in my company?Observe your employees on how easy or how hard it is for them to adapt to their given situations. If your employees excel in adaptability, promote those employees to supervisory roles to help improve those who are having problems with adapting to changing conditions and situations. Managers and supervisors adapt quickly and smoothly and are enthusiastic about changing conditions. They adjust to their present job situations and with minimum time adjusting. Experts are excellent communicators keeping everyone updated and informed. Supply a training area and equipment for your employees to use at any time of the week.

How can I evaluate if we are doing this rule in my company? Evaluate the job performance of your employees. Rate the job performance of your employees. Identify strengths and weaknesses. Use the performance review as a tool to motivate your employees.

Rule #12 Rehearse, Rehearse, RehearseHow can I build this skill or deploy this rule in my company?A main function for employees to hone their skills is in a training facility. Senior management must decide to provide space for training so that employees can become skilled at what their job responsibilities are and are able to perform to higher standards.

How can I improve this skill/rule in my company?Before activating the training facility there needs to be set criteria for the proper use of the facility. That would include:

Staffing Rules of the facility Equipment and materials needed Scheduling for use of the facility

How can I evaluate if we are doing this rule in my company?Setting up a training facility and monitoring it is a job that needs monitoring and supervision. Staffing the facility correctly so that everything is run smoothly is very important. Next setting up the criteria in the training facility and keeping attendance to ensure a positive output is vital. Conduct

15 | P a g e

progress reports on everyone who is in attendance in the facility so you have records. And always do follow-up.

CHAPTER 3

EFFECTIVE COMMUNICATION IN GUEST SERVICE

Can you verbally express yourself to your guests in an effective way that will grab their attention and persuade them to believe that actually what you are telling them is the honest truth, and that the information is with credibility. Here are some ways to help you be a more effective service professional in communication with your guests.

Understanding what a Guest Wants or Needs Analyzing what the guest wants in forms of questions, or wishes, or gestures, and even maybe telling you a dream of what they thought they could have or want. What a guest wants or needs is to be heard, to be listened to, to have the provider take action on their request, to have an acceptable service time, and to have the desired products available to the guest.

Guest Expectations in Positive ways Always be prepared for your guests upon their first visit, or a return visit. This is what is expected of your company and what is expected from your guest. Here are some tips that will help in that process:

Competitive prices at a reasonable price and not too expensive. Timeliness, a customer wants service without having to ask for it. Applying service carefully Your guest wants to feel important. They want to feel respected as well as their privacy respected. Guests want a guest friendly facility. They want to be treated seriously. Guests want to be heard and listened to. They want to be recognized by name. You need to communicate verbally and nonverbally across:

a. Genders

16 | P a g e

b. Culturesc. And different personality types.

Project a Professional Image Make sure your conversation with your guests is met with approval on

a professional level. Put your name on a Service Professional Badge. This will give you the

identity of a service professional.How do you interact with your guests: Ask a co-worker to analyze how you interact with your guests, how your use of words is used, how your body language is sending signals to the guest, how you navigate the conversation is based on you the service professional.

PROVIDE FEEDBACK EFFECTIVELY When providing feedback do it immediately face to face or over the

telephone. Make sure you communicate with a clear and concise tone and

manner. Remain objective and unemotional when you are providing feedback. You must provide accurate information when providing feedback. Make sure you have positive verbal and nonverbal body language sent

to the guest. Understand what the guest is communicating to you before providing

feedback. Clarify feedback ask if the guest is understanding the conversation. Do not criticize your guest or use negative language. Do not use feedback that would damage a guest relationship.

Providing feedback 360 degrees can have a big impact on your progress sending information to the receiver. Ask a friend, a trusted co-worker someone you can trust and someone that will be open and honest with you. Have your confidant do an evaluation on you, have them watch you and respond with constructive criticism about their analysis of you. It will be revealing and appealing and may even be disturbing, but overall it will be very helpful for your progress in understanding how you provide feedback and also provide you with information how you interact with your guests.

AVOIDING NEGATIVE LANGUAGEYou want to try and avoid negative feedback before it ever begins in your business, you want your product in excellent condition, you want all items presentable and packaged appropriately, and you want the delivery on time. If you receive negative feedback you need to look at what you can do to avoid similar problems arising in the future.

Never argue with a guest. Try to resolve any and all claims, disputes, or mistakes with a guest; then, if necessary, contact your manager. Do not attempt to handle a hostile situation, call a manager immediately. Abusive

17 | P a g e

treatment to guests will result in disciplinary action, up to and including termination.

When having a discussion with a guest here are some phrases not to use:

“Hmmm… I don’t know”? You don’t understand. You don’t see my point. Hold on, or wait a second. I can’t. That’s not my job or area. The word “but”. You’re wrong or mistaken. You aren’t listening to me. I never said. What’s your problem? The word problem. The word no. Global terms (always, never, nobody). Endearment terms (honey, sweetie, sugar, and baby). Profanity or vulgarity. Technical or industry-specific jargon.

18 | P a g e

CHAPTER 4THE EFFECT OF GENDER COMMUNICATION

Gender CommunicationFemales are generally more comfortable with other females and males are not that comfortable with other males. Females generally tend to learn more nurturing and relationship skills early, whereas males approach life from a more aggressive, competitive stance. Females often search for more “relationship” messages during an interaction and strive to develop a collaborative approach; males typically focus on competitiveness of “bottom-line” responses in which there is a distinct winner.

Gender DifferencesWomen tend to be more bilateral in the use of their brain. They can switch readily between the left which is, analytical, logical, factual, facts-and-figures-oriented, and right, emotional, creative, artistic, romantic, and expressive of feelings, in various situations. Men tend to be more lateral in their thinking. This means that they typically favor either the left hemisphere or the right hemisphere. This results in a difference in the way each gender communicates, relates to others, perceives, and deals with various situations. Gender differences in communication may pose problems in interpersonal interactions leading to intolerance, resentment, stress and decreased productivity. Generally, the communication style of women has been described as being more emotional than men. Women focus on feelings and building relationships while men focus on power, and status. This is also shown in problem solving, where men take a straightforward approach compared with women who tend to establish intimacy, show concern and empathy. Additionally women are also seen to foster cooperation rather than competition. When considering verbal communication managers look into speech and voice patterns while nonverbal communication encompasses body language, facial language, and behavior.

THE EFFECT OF CULTURE ON NONVERBAL COMMUNICATION

Diverse CulturesDuring the last five to ten years we have become more diverse in different cultures entering into our environments. We need to prepare ourselves for proper interaction with different cultures, understand their behaviors, habits, values and beliefs. And the different cultures must prepare for us, as we are both foreign to each other’s cultures. Here are some areas to focus on:

Become more skilled at dealing with people from different cultures.19 | P a g e

Develop an action plan of things to learn and explore (subscribe to national geographic magazine).

Familiarize yourself with common nonverbal cues that differ dramatically from one culture to another.

Learn the negatives from different cultures. Learn the different views different cultures have. Learn the different approaches different cultures have. Learn their different responses to time, distance, touching, eye

contact, and use of colors so that you will not inadvertently violate someone’s personal space or cause offense.

IDENTIFY UNPRODUCTIVE BEHAVIORS

People don’t realize that they are sending negative nonverbal cues through their body movements, or their lack thereof. Some people are not educated enough in proper guest service interaction to actually realize that they are sending negative body language to their guest and thus continue to do so. To help correct these behaviors ask one of your confidants to analyze your interaction with guests and give a full report of your performance. Here are some areas to be aware of:

Unprofessional HandshakeYour guests want your full attention, part of giving your guest your full attention is your initial response to them through a handshake. Handshakes can be too quick, a limp handshake, and to firm like crushing, and a perspiring handshake. Unacceptable handshakes are fist-tapping, slapping of hands, finger touching. A professional handshake is done by being focused, a smile, good eye contact, and a nice greeting with a firm handshake.

FidgetingFidgeting can be the result of:

Being too anxious Feeling annoyed Being distracted Signal that you are nervous You lack confidence

Cues such as playing with or putting hair in your mouth, tugging at clothing, hand wringing, throat-clearing, playing with items as you speak, a pencil, pen, or some other object, biting or licking your lips, tapping noises, these all can be annoying and send negative messages.

Pointing a Finger or Other ObjectIn guest service pointing with a finger or pointing with an object like a pen, pencil, ruler is considered to be unprofessional. If a customer asks where the

20 | P a g e

bathroom is you should accommodate the guest by walking the guest to the area of the bathroom, if you are in a hurry, give direction with an open palm in the direction of the area needed.

Raising an EyebrowThe editorial eyebrow is the raising of one side of the eyebrow. It can be misconstrued as signaling skepticism, doubt, or questioning the guest’s honesty.

Lowered eyebrows indicate deception, and annoyance. Lowered eyebrows can also indicate a dominant person. Raised eyebrows can indicate openness. Raising eyebrows can also be an indication of attraction. Eyebrows raised in the middle can indicate relief “whew”, or anxiety

“oh no”. Eyebrows lowered in the middle can indicate anger, frustrated; also, it

can indicate intense concentration. When the eyebrows are pulled together they can indicate confusion or

an indication to perceive better “what’s that”? It can also indicate sadness.

When eyebrows are flashed up and down this can indicate recognition or greeting.

Peering Over GlassesLooking over glasses signals distain, contempt, haughtiness, aggressiveness, and critical judgment. Other nonverbal messages that this cue might send are displeasure, condescension, scrutiny, or disbelief.

Crossing Arms or Putting Hands on HipsCrossing your arms may mean you’re distant, insecure, anxious, defensive, or stubborn. Crossing your arms has its positive sides to it also, it could mean that you are trying to solve a hard problem, or something that is very difficult to resolve. Putting your hands on your hips might show off your confident side, but this stance can often come off as aggressive. That’s because you’re taking up more space and “threatening” with your pointed elbows, preventing others from getting by you. Even propping just one hand on your hip can give off an intimidating vibe.

Holding Hands near MouthOur body speaks louder then we realize, or even expect. Holding hands around the mouth can have many meanings, here are a few examples:

Making a decision Having negative thoughts A boredom gesture It can indicate telling a lie Or it can feel like you are telling a lie

21 | P a g e

You can see the hand over mouth mostly when someone is surprised or shocked.

Hand over mouth can mean sudden realization Hand on chin could indicate evaluation, or negative thoughts are being

held.

Here are some hands over mouth basics:

CHAPTER 5

LISTENING TO THE CUSTOMER

Why is Listening so ImportantMany people take listening for granted, they incorrectly assume they can listen effectively. Unfortunately this is not true; many people are complacent about listening and only go through the motions of listening. What do you do to make sure the guests know that you are listening to their concerns or requests?

1. Are you receiving and hearing the message?

22 | P a g e

2. Are you attending and comprehending the message?3. Are you assigning meaning?4. Are you responding?

Stop doing other tasks and focus in on what the guest is asking or saying to you, and ask clarifying questions where appropriate.

Characteristics of a Good ListenerGood listening is important in many settings. Being a good listener will enhance your social relationships such as marriage, dating, parties, and work. Listening requires emotional strength, listening involves:

Patience Openness Understanding of communication symbols Restating the message They keep good eye contact Concentration Attention Receptive body language Objective Questioning and clarifying Empathy Strategic pauses Don’t interject Leave the channel open You cannot listen while you are talking

When listening, we only hear what we want to hear and only remember only part of what we heard. A good leader is a good listener.

Effective ListeningAre you listening to the guest, does the guest have your full undivided attention. The reason for poor listening skills; speaking has more value than listening. You can be hired for having good speaking skills and probably not for your listening skill. Empathy; put yourself in your guests shoes and give it a hundred percent to actually fell what the guest is feeling. Understanding; make sure you understand your guests staying focused and in tune with your guest will positively affect the outcome of your conversation. Patience; take time to ask questions that would benefit your answers, listen to the guest attentively, allow the guest to get everything off of their chest before you make any decisions or provide any feedback. Attentiveness; be aware of any body language signals by the guest such as nodding, smiling, or using paralanguage. And do not talk on a phone when you are interacting with a guest. Objectivity; refrain from any subjective opinions or judgments. If you have any preconceived judgments of the guest you are serving it could mishandle

23 | P a g e

the situation. Allow the guest to explain their needs, wants, or concerns, analyze them carefully before taking appropriate action.

Effective Listeners and Ineffective Listeners

Effective ListenersIneffective Listeners

Focused InattentiveResponsive UncaringAlert DistractedUnderstanding UnconcernedCaring InsensitiveEmpathetic Smug/conceitedUnemotional Emotionally involvedInterested Self-centeredPatient JudgmentalCautious DisorganizedOpen Defensive

How would you rate your listening skills? Place a check mark in the box that describes YOU?

LEARNING ASSESSMENT Always FrequentlyOccasionall

y Rarely1. Do you consistently learn about important events or activities later than your peers?2. Do you find yourself to be crisis driven; reactively putting out fires?3. Do you think that our manager consistently delegates the most critical and complicated tasks to you?4. Do you believe that your manager and coworkers often find it necessary to repeat information to you?5. Do you find that other

24 | P a g e

people choose to communicate in writing and reconfirm verbal communication in a documentable form?6. Do you tend to have the same basic understanding of organizational and managerial communication as your peers?7. Do you experience higher rates of criticism or miscommunication than your peers on orally transmitted tasks or requests?8. Do you repeatedly feel left out of the loop or not included in important communication?9. Do you experience clients voicing their frustrations with lack of follow-up or unmet expectations?10. Do you concentrate on what is being said even if you have low interest in the message?11. Do you listen to the other person's point of view even if it is in disagreement with yours?12. Do you listen to comprehend the entire message, not just specific points or facts?13. Do you form a response in your head while the deliverer is still transferring his message?14. Do you focus your entire attention on the person who is speaking?15. Do you allow the speaker to express criticism or negative feelings toward

25 | P a g e

you without becoming defensive?16. Do you project the appearance of listening even when you are not totally focused on the communication?17. Do you make a specific effort to increase your effective listening skills?18. Do you take notes to increase your listening efficiency?19. Do you find your concentration being broken by external distractions?20. Do you restate the deliverer's message to ensure your accurate comprehension?21. Do you tend to do most of the talking in conversations?22. Do you find it difficult to wait until someone else finishes speaking before you begin to speak?23. Do you find yourself rejecting the messages of others before they begin to speak?24. Do you cease other activity and focus on the individual who is speaking?25. Do you offer verbal and nonverbal encouragement and affirmation to the speaker?26. Do you give equal weight to points of disagreement as to points of agreement?27. Do you refrain from seeking clarification on unclear points?28. Do you believe that

26 | P a g e

people who disagree with you are wrong or uninformed?29. Do you maintain control of your concentration and attention, not allowing them to wander during conversations?30. Do you receive feedback from others that you are not an effective listener?

Rate your score on the next page?Now, rate your score. Note where you have made your checks and give yourself the score that is in the table below?

Question Always Frequently

Occasionally Rarely

1 1 2 3 42 1 2 3 43 4 3 2 14 1 2 3 45 1 2 3 46 4 3 2 17 1 2 3 48 1 2 3 49 1 2 3 410 4 3 2 111 4 3 2 112 4 3 2 113 1 2 3 414 4 3 2 115 4 3 2 116 1 2 3 417 4 3 2 118 4 3 2 119 1 2 3 420 4 3 2 121 1 2 3 422 1 2 3 423 1 2 3 424 4 3 2 125 4 3 2 126 4 3 2 1

27 | P a g e

27 1 2 3 428 1 2 3 429 4 3 2 130 1 2 3 4

Compare you scores and learn from this self-assessment to help each other. Listening is not only a skill of communication; it is a skill of relationship building.

STRATEGIES FOR IMPROVED LISTENING

Prepare YourselfBe prepared when a guest is about to approach you. Be focused when the guest asks the questions he or she needs, and do not become distracted with other things around your working area give your guest your complete attention. Have all forms and materials ready for taking notes, giving information if needed. And always use the responses; “I will be with you in just a moment”, or smile and hold up one index finger if you are on the phone and say just 1 minute, then apologize for the delay and ask, “how may I help you?”

Listen ActivelyThe way to improve your listening skills is to practice "active listening." This is where you make a conscious effort to hear not only the words that another person is saying but, more importantly, try to understand the complete message being sent.In order to do this you must pay attention to the other person very carefully.You cannot allow yourself to become distracted by whatever else may be going on around you, or by forming counter arguments that you'll make when the other person stops speaking. Nor can you allow yourself to get bored, and lose focus on what the other person is saying. All of these contribute to a lack of listening and understanding.Here are some areas to focus in on:

Smile Pay Attention Show that your listening Provide Feedback Allow the guest to finish each point before asking questions. Respond appropriately Turn your ear toward the guest. Paraphrase the guest’s statements occasionally. Sit or stand up straight and make good eye contact with guest.

Be deliberate with your listening and remind yourself frequently that your goal is to truly hear what the other person is saying. Set aside all other thoughts and behaviors and concentrate on the message. Ask questions,

28 | P a g e

reflect, and paraphrase to ensure you understand the message. If you don't, then you'll find that what someone says to you and what you hear can be amazingly different!

Show a Willingness to ListenGive your guest the ultimate respect that they deserve, turn off any loud noises, TV’s, radios, cell phones and give your undivided attention to the guest. Do not be distracted by any outside noises

Show EmpathyTry and put yourself in your guest’s shoes and try to feel what they might be feeling. This will help in your response to your guest. And always provide an exceptional service recovery towards any tense situations and offer any positive suggestions or gifts that would ease and comfort the guest.

Listen for ConceptsMake sure you have complete understanding of the concepts that are being shared within the conversation and analyze it before responding to the message. Feeling heard or listened to most often is interpreted to mean that we are taken seriously, that our ideas and feelings are acknowledged and, ultimately, that what we have to say matters.

Listen OpenlyListening openly means that you are willing to keep an open mind to anything that is talked about in your discussions with a guest or guests. If you have a personal bias against an individual because of past experiences you must keep it in control, keep it professional, and continue to serve your guest in the most professional sense possible, you will be rewarded for it personally. How you conduct yourself in front of an audience or in front of an individual and keeping it professional has many values of confidence as you go through each experience.

Send Positive Nonverbal Cues Be sure that you are sending the correct message to your guest. Bad body language and positive speech do not mix well; rather, excellent body language and excellent speech go exceedingly well together.

Don’t ArgueDo you remember who won the last argument that you participated in? Probably no one correct. In the end of an argument no one wins, it just created anger, maybe even hostility, so in the end no one wins in an argument. If you start arguing you become part of the problem and cannot become part of the solution. If you ever feel like you have reached your boiling point, take a break, take a breather, have someone step in for you to finish the conversation so you can have some recovery time, and then go back at it professionally.

29 | P a g e

Take Notes, if NecessaryMake sure you understand the situation, if you do not have a clear understanding, ask the guest before proceeding, and keep notes for follow-up action and any important information that needs to be revisited. Notes will help you in the long run from confusion, and to ensure accuracy.

THE CUSTOMER RULES

Rule #13 Expect More to Get More Put high expectations for your boss, co-workers and yourself to strive for excellence. Expecting more will not cost you anything, instead it will give more achievement and production in the company. The attitude of high expectation should be everywhere in your company, most important everyone should expect more from themselves.

How Can I build this skill or deploy this rule in my company?Create a list of what employees and managers can expect from you and what you expect from them. This way they will know your expectations and strive for better. At the same time make sure to do everything you say they should expect from you in order to keep the balance. Often we get more then we expect and that is the beauty of believing in yourself and the company you work for, and work so hard for.

How Could I improve this skill/rule in my company? Set up high goals that may be difficult to achieve yet will give you something to strive for. Create boards, emails that have the news for the day, or the procedure for the day to work on that will show each employees and managers what is your expectations of today’s work and try your best to achieve those expectations. Make it into a routine that will make sure you are always on top of everything. Remember this takes practice and self-training that will bring you success in long term. Don’t expect little things instead go big or go home.

Rule #14 Treat Customers the Way You’d Treat Your Loved Ones

Treat your customers like you would like your loved ones to be treated. Guests are like your family that gives you business and help you create life

30 | P a g e

you want to live, so give them some credit for that. Everyone deserves great guest service and we all like when we get that so why not create that perfect experience for each and every one of them. Create friendly, outgoing and positive vibe around your business to create that perfect customer experience your loved ones will love.

How Can I build this skill or deploy this rule in my company?Really important to set that rule of being kind, friendly and outgoing at the beginning so that everyone implements and follows the rules as laid out. We all want happy guests that will appreciate the hard work we do so why not make it happen. It’s not hard to smile and do the best you can to put forth your best effort to make a guest’s day even greater. Place your outgoing employees at or near the main entrances to the guests are exposed to the first great impression and the last great expression upon leaving your facility.

How Could I improve this skill/rule in my company? Creating a beautiful environment around your workspace will always keep you and your guests positive. Positive and happy guests always end up coming back and being loyal to your business which is really beneficial. Create a survey about your business that would help and be beneficial to see all your progress and hard work. Managers and owners should create some rewards program for the employees to show what they mean to the company for all their efforts and hard work. This will warm up the heart of everyone as well as the employees to strive for only good positive responses from their guests. “Last but not least is definitely giving it time, practice that beautiful guest service skill that you would want your loved ones to get in order to perfect and improve in this area”.

Rule #15 Be Like a Bee

You can run a big organization without knowing every single thing going on by hiring the right people in the right position. Be like a bee pollinating every department with your wisdom and experience. How can I build this skill or deploy this rule in my company?First hire the best cast, skilled and passionate employees that are self-motivated to complete the task. Give your employees the freedom to think and express themselves, they will come up with better ideas than you can give them, show them you trust them and believe in them. By doing that you can learn more and come up with new and better ideas, you will not need to be stuck in the same rut, trust is a must! How could I improve these skills and rules in my company?From time to time you should check in with all departments. Walk around the whole area and ask your employees questions about how is their department doing, what did we accomplish, what are we working on, if you

31 | P a g e

want to change anything about the way we currently serve customers, or what do we need to improve? Give them advise and recommendations.

How can I evaluate if we are doing this rule in my company? ASK?

Why do you do it this way? Do you think there is a better way? Have you ever thought of doing it this way instead? What do your customers like most about the way things are done? What do they not like? What do you hate having to say to guests? If you could change two things about the way we currently serve

guests, what would they be?Follow-up with your employees and management staff and also, provide feedback for your guests. You should have a guest service performance appraisal to rate all your employees and see what they are improving on and adding to your business.

Rule #16 Know the Truth, the Whole Truth, and Nothing but the Truth

Put forth your best effort to find out what your guests honestly like and want. Dig for the truth, ask perfectly timed questions that will get results, and, the truth will reveal itself by with time.

How Can I build this skill or deploy this rule in my company?Ask customers for a short survey before they leave your organization or before you check them out ask a couple of questions to find out if they are satisfied or not satisfied. Such as “Did you find everything you were looking for?” OR “What can we do better?” Ask questions that will make your guests feel like you really care about them and their opinions do matter.

How Could I improve these skills and rules in my company? Employee training classes every 3 months to refresh their memory about knowledge, skills, and competencies required to increase guest satisfaction. These kinds of classes might get boring sometimes. So keep it straight forward, while you do the training class keep in your employees mind these types of questions:

What is a good customer service? What is the purpose of customer service? What Service quality means to you?

How can I evaluate if we are doing this rule in my company? As a manager or a business owner after guest has been given service take the time and ask them for feedback about how was their experience, if they are satisfied or not satisfied, and if there is anything else you could have

32 | P a g e

done to make their time with us better? Take the feedback and go over them with your employees to improve the company service.

Rule #17 “Listen Up”

Listening is a very important skill. Especially if you are listening to a guest in a right manner they will want to come back and visit your business and possibly bring their friends. There is a big difference between hearing and listening. Listening is a skill, a lot of people pretend to be listening and they are making a huge mistake. Especially in a guest service industry, pretending to listen to an angry guest would turn that guest away forever. If all your employees will listen to your guests and understand their needs, they could make right decisions about those situations and make a lot of guests happy. Also, your employees would understand each other better and will not misunderstand a manager’s orders.

How can I build this skill or deploy this rule in my company?Listening is not just a given profession; you have to perfect it within your own personal time with formal training and being a consistent learner of the art of listening.

How could I improve this skill or rule in my company?Doing an analysis of all your employees to make sure they are listening properly and also, to see if there are employees who need to improve their listening skills, you would need to send them to more listening courses or training. Managers should have meetings with employees every week and should remind them how important it is to listen to guests properly.

Rule #18 Be a Copycat

The best way to be a copycat is to soak up all the ideas and incorporate them into your own unique design and implement your own thoughts and actions into ideas for your company.

How can I build this skill or deploy this rule in my company?In your current business of employment you have a culture established already, how you would go about putting into process your idea would be to adapt it into your service culture step by step. Break down each step and gradually insert them into your organization to keep from the overwhelming period. If you bring a full broad implementation of your ideas into your business make sure everyone is on board at the same time for it to be effective.

33 | P a g e

How could I improve these skills and rules in my company? To improve your ideas within your company look over your company policies and employee handbooks to see areas that need to be updated or freshened up a bit. Look for new areas of information to use and input the newest technology programs or equipment that would be useful for your operation.

How could I improve this skill or deploy these rules in my company?Always be aware what your competitors are doing by visiting your local competitor. Look at their layout, how does it compare to your layout, observe their employees and how are they interacting with their guests, look at their attire, their dress, hairdos, shoes, everything… And look everywhere you can to find unique things that companies are doing to gain attention and recognition. Places you can go to get information is at the mall, your business competitor, area stores, and social media, group forums, and conferences you attend. Educate yourself in this specific area by reading and studying. Hang out with smart people and talk to them about your interests.

Rule #19: Fish Where the Fishermen Ain’t

Do not fear being different from others. You have the chance to succeed by not doing things the normal way. Just because somebody says things are supposed to be done a certain way does not mean that there is not any other way to do it.

How can I build this skill or deploy this rule in my company?Be creative, be innovative, and be different. Working together as a company on different ways to serve guests will pay off tremendously. If we constantly find new and better ways to improve our guest service, we will bring in more potential guests. We will not shut down any ideas that you may have. If it is not a good one, we will explain why it wouldn’t work, but we will listen to your pitch before saying no.

How could I improve these skills and rules in my company? If you have an idea that you think will help us, bring it up to your manager or supervisor first. If they think it is a good plan, bring it up the chain of command even further. We love new ideas and are willing to listen to all of them.

Key #20 Be a Wordsmith - Language Matters

We do not own you; you are an associate of the company. Just like the customer is not “yours.” They are a guest of the company.

How can I build this skill or deploy this rule in my company?

34 | P a g e

Watching the words you say and how you say them can potentially help or hurt the company. When a customer asks for something, respond with “of course,” or “absolutely.” If a customer thanks you, respond with “It’s my pleasure.” Those are things you can say that will greatly improve guest satisfaction.

How could I improve these skills and rules in my company? To ensure that you know how to say things, we will make sure you know how to say phrase your words and how to treat our guests. Also, we will evaluate guests on a random basis to see how satisfied they were with your service.

How can I evaluate if we are doing this rule in my company? Words can have the power to ruin a perfect day, words can motivate people in a positive direction, words can hurt and words can heal. Words have the power to describe a vision, as in “I have a dream”. Words create pictures in people’s minds and our minds for better or worse. And the words we remember most are those that touch the heart first. Be very alert how you are speaking in front of your guests and how your staff is speaking it benefits the company and you personally.

35 | P a g e

CHAPTER 6

CUSTOMER SERVICE AND BEHAVIOR

What is Behavioral Style?Observable tendencies that you and other people exhibit when dealing with tasks, different people will react to given situations in different ways, and your reaction will determine your behavioral style. As a customer service professional you need to be aware of your customers’ differences and deal with it (the key is to understand everyone is different and not all your customers think the way you do).

Identify four key behavioral styles Rational – quiet, reflective, task-focused, and systematic. Rational style people may tend to listen and observe more than they

talk. Very Patient Avoid conflict and anger. Like to be on a first-name basis with others.

Inquisitive: Introverted, task-focused, and detail-oriented.o Inquisitive style people may tend to rarely volunteer feelings freely.o Wear conservative clothing although their accessories are matched

well.o Prefer to interact in writing rather than in person or on the phone.o Ask specific, pertinent questions rather than make statements of their

feelings.

Decisive: Direct, no-nonsense approach to people and situations.Decisive style people may tend to move quickly, project a competitive nature, ask specific, direct questions and give short straight answers, be solemn and use closed nonverbal body cues.

Expressive: People-oriented, fun-loving upbeat, and extroverted.

36 | P a g e

Expressive style people may tend to look for opportunities to socialize or talk with others, project a friendly positive attitude, smile and use open body language, like action-oriented people-centered leisure activities.

Identifying Employees Behavioral Styles:Rational:

Listen and observe more than they talk. Avoid conflict and anger. Stand in line for periods of time without complaining. Congenial eye contacts and facial expressions. Dislike calling attention to themselves or a situation. Ask questions rather than state their opinion. Have informal, comfortable office spaces, possibly with pictures of

family in view.Inquisitive:

Prefer to interact in writing rather than in person or on the phone. Ask specific, direct questions and give short, straight answers. Rarely volunteer feelings freely. Rely heavily on facts, times, dates, and practical information to make

their point. Use cool, brief handshakes, often without a smile. If they do smile, it

may appear forced. Be very punctual and time-conscious. Keep their personal life separate from business.

Decisive: Move quickly. Seek immediate gratification of needs or results. Be forceful and assertive in their approach (sometimes overly so). Display a confident, possibly arrogant demeanor. Ask specific, direct questions and give short, straight answers. Talk and interrupt more than listen. Display symbols of power to demonstrate their own importance;

expensive jewelry, clothes, cars, power colors in business attire such as navy blue or charcoal gray.

Have firm handshakes and strong, direct eye contact. Prefer active, competitive leisure activities.

Expressive: Look for opportunities to socialize or talk with others. Project a friendly, positive attitude. Smile and use open body language. Get close or touch when speaking to someone. Initiate projects. Dislike routine. Not be time-conscious and may often be late for appointments. Like action-oriented, people-centered leisure activities.

37 | P a g e

Customer Satisfaction Survey on the next page.

Satisfaction Survey

Please indicate your evaluation of our service

SUPERIOR GOOD AVERAGE POOR

Employee EffectivenessTime to RespondEmployees Courtesy

How were your expectations met? (Please check one)

Exceeded ExpectationsMet ExpectationsBelow Expectations

What did you like or dislike about our service?Comment:

38 | P a g e

CHAPTER 7

SERVICE BREAKDOWNS AND SERVICE RECOVERY

What is a Service Breakdown? Service breakdown happens when service or product fails to meet guest’s expectations. In some cases, your company may follow all of their rules and product service delivery, yet, if a guest perceived that it should work a different way, a breakdown occurs. In addition, guest’s expectations can affect how a service is perceived especially now days when guests are more discerning and better educated. Guests have certain expectations about the service you are providing and if that service doesn’t meet their expectations a breakdown occurs which can lead to dissatisfaction and in some cases loss of business. Guests come already having expectations of certain things that will occur in regard to the product and service they get. Typically, guests expect for products and services to be:

Available and easily accessible products Quality of the product Ease of use Easy return or exchange Good problem solving

And the expectations for people: Respect Friendly and knowledgeable Empathy (feeling and emotions to be recognized) Courtesy (they want to be recognized) Equitable treatment (equality between the customers)

Difficult CustomersDifficult customers are:

Unsatisfied with your service or product. Disagree with policies. Rude or inconsiderate of others. Talkative.

39 | P a g e

Internal customers with special requests. Speak other languages other than yours. Elderly and need extra assistance. Young and inexperienced who need advice and guidance. Have a disability.

Demanding or Domineering CustomersA domineering behavior is part of a personality style or simply behavior that they have learned. Or it could be an expectation that a customer did not receive in the manner they wanted it and have become more controlling. Here are some strategies to help with demanding customers:

Be professional. Do not become loud in your voice tone, be calm and do not engage in a loud argument, if this happens you both lose.

Respect the customer. Always say thank you, offer an apology when you are wrong, make positive eye contact, remain calm. Let the customer know that you are there to assist him or her to get to a resolution for the better for both parties. If accommodations are appropriate and possible, consider making them. If they are not, perhaps you might explain why something cannot be done. Most adults can be reasoned with if you take the time to talk to them on a professional and equal level.

Be firm and fair and focus on the customer’s needs. Be assertive in your decision making; make quick decisions based on facts and do not become overly aggressive. If the customer is unreasonable contact your manager, then try to talk to the guest in a more private location out of sight of other guests.

Explain the situation and what you can do for the guest. Offer a good resolution for both the guest and the business that benefits the guest and the organization.

Indecisive Customers Indecisive customers are people who have difficulty making a decision or making a decision or making a selection when given choices or products or services. Some strategies for dealing with an indecisive person are:

Be patient. Ask open-end questions. Try to get as much information from them

as possible so that you can better serve them. Listen actively. Suggest other options. Guide decision making.

Dissatisfied and Angry CustomersDissatisfied customers is someone who either does not (or perceives that he or she does not) receive promised or quality products or services. The challenge is that, you were not involved in the previous experience; you

40 | P a g e

represent your organization and may be called upon to calm a guest down and make them happy. Try the following strategies:

o Listeno Remain positive and flexible.o Smile, give your name, and offer assistance.o Be compassionate and empathize without making excuses.o Ask open-end questions and verify information.o Take appropriate action.

Remember: if you get defensive, you become part of the problem and not part of the solution. Use positive language for a positive outcome. For you to effectively serve an angry customer, you must move beyond the emotions to discover the reason for his or her anger.

o Be positive.o Acknowledge the customer’s feelings or anger.o Reassure.o Remain objective.o Listen actively; determine the cause.o Reduce frustrations.o Negotiate a solution.o Conduct a follow-up.

Do more than expected and provide quality service to create the memorable experience – underpromise and overdeliver and do whatever you can within your authority to rectify the situation in which a customer is dissatisfied with your product or service in order to ensure customer satisfaction. Strategies for Preventing Dissatisfaction and Problem Solving

Think like the Customer Learn about interactive communication skills which will help you know what customer wants by observing nonverbal behaviors. Learn to listen carefully and really pay attention to details to be able to see the root of the problem.

Pamper the CustomerMake customer feel special by treating them as if they are the center of the attention. Provide the best customer service work by giving knowledgeable answers to help solve the issue. Make them feel good when they walk away about the encounter.

Respect the Customer Respect is expected from your guests and in some cases it is demanded. Demonstrate to your guest that you care, listen to them, and are concerned for your guests and their well-being. You must show that they are important to you and your organization and you appreciate and value their business. Support your guests viewpoints, working together you can define the problem and jointly reach an acceptable solution.

41 | P a g e

Exceed ExpectationsGo the extra mile by giving the exemplary service to your customer. Strive for the highest ratings and build that relationship with your customer. Work hard to understand your guest’s wants and needs. Observe customers, monitor trends, and talk to customers. Do things that set your service attitude apart from that of other providers. Some things cost little or nothing and return your investment many times over through goodwill and positive word-of-mouth publicity.

CHAPTER 8

CUSTOMER SERVICE IN A DIVERSE WORLD

Recognize that Diversity is Not a Bad Thing Nowadays diversity is everywhere, especially in the United States. Successful companies are very diverse. Diversity gives us opportunity to expand about other cultures and beliefs around the world. It makes us think differently and accept the differences between different beliefs. Diversity is not just cultural it occurs in every group such as religious group, different age groups, athletic groups etc.In order to become successful, we need to create a positive diverse culture within the company. We are all different and come from different backgrounds; therefore we have to respect each other’s beliefs and treat everyone the same way. We need to train each service provider on how to deal with people from different backgrounds.

42 | P a g e

PROVIDING QUALITY SERVICE TO DIVERSE CUSTOMER GROUPS

Customers with Language DifferencesEnglish is a second language for a lot of people in the United States. Also, there are a lot of visitors here, such as tourist, people who came to visit their siblings from different countries, international students etc. Service provider should know that. Therefore, service provider should talk slowly with people from different cultures; service provider should make sure that customers understand him/her. Customer provider should have alternative strategies to serve those customers. Service providers could ask their co-worker who speaks different language beside English to help if necessary.

Let Your Customer Guide the ConversationFollow customer’s way, if customer would like to know about you, tell him/her about yourself and hear their story as well. However, some customers like to get straight to business, keep conversation very professional with those customers.Be FlexibleUnderstanding customers who does not speak English fluently could be hard. So try to use verbal and nonverbal communication and understand the customer in the best way you can. Be creative in explaining things and use strategies that are discussed above.

Listen PatientlyUse eye contact and listen to your customer carefully. Try to use simple and understandable vocabulary with customers who do not speak English fluently.

Use Open-End QuestionsAsk open-end questions as it provides more information than closed-end questions. Closed-end questions could lead to false information as in some cultures it is rude to say no to the other person.

Use Globally Understood ReferencesIn order not to mislead your customers use basic language with people who speak English as a second language. Do not joke, as a lot of American jokes would not be understandable for those customers. Especially jokes that are related to American movies as every movie translated in different manner in each language.

Try a Different LanguageIf you speak the same language as your customer does, use it. If they feel more comfortable speaking that language, speak with them on that language.

43 | P a g e

Look for Positive OptionsEvery culture is different, if you say something, which make your guest react negatively, apologize and speak in a different manner. In a lot of Asian cultures answer “no” is considered as a very rude gesture, so avoid answering no to those cultures, by sampling saying that it is very difficult to accomplish.

Customers with Disabilities Some service providers are fearful towards customers with disabilities. This is usually because they do not have any experience of treating people with disabilities. Even though you have little experience, you should provide excellent service to them. A lot of people with disabilities do not want to be treated any different and service providers should know that. A service provider must be familiar with “Americans with Disabilities Act of 1990”. Service providers must know the law, which requires business to provide certain things to people with disabilities.

Customers with Hearing DisabilitiesHearing loss is common, especially when people getting older. Service provider must talk louder, slower, provide written information when needed. To get their attention you should use gestures. Frequently check if customer understands you.

Guard against BiasesBeing older does not make customer less valuable. Do not let biases about older or younger people to interfere with your service. Be respectful for all of your customers, no matter of age. Be respectful to older customers as well as to younger generations. Do not make any jokes referring to their age. Do not make any statement, which may be offensive to the customer.

COMMUNICATING WITH DIVERSE CUSTOMERS

Be Careful with Your Remarks and JokesA lot of jokes and comments could be offensive towards customers, so service provider should be very careful while making any jokes or comments. Also, in some cultures it is rude to make jokes with customers, so service provider should keep conversation in a professional manner.

Make Sure That Your Language is “Inclusive”Service provider should not use any “slang” vocabulary and should address the costumer in the professional way.

Respect Personal Preferences When Addressing PeopleDo not address customer by their first name, unless customer asked for it. Use words such as “sir” or “mam”.

44 | P a g e

Use General TermsDescribe people in general terms. Do not refer to anyone as a manager in blue jacket, black salesman, disabled administrative assistant, salesperson, female supervisor.

Recognize Impact of WordsChose the right words, so it will not offend customers. If customer have question, explain everything in the best of your knowledge and make sure customer understands. If service provider does not know information which customer needs, service provider must go to manager or co-worker and find out that information. Do not use these words; handicapped or crippled, boy, girl, homo, retard, or idiot may conjure up a negative image to some groups or individuals and label you as unprofessional, biased, and inconsiderate. Using such terminology can also reflect negatively upon you and your organization and should never be used.

Use Care with Nonverbal CuesIn different cultures gestures could mean different things, so service provider should be very careful with gestures.

THE CUSTOMER RULES

Rule #21 Make Yourself Available Being available is a key part in serving your guests. If you are not available for them when they need you, what kind of service are you providing? If guests are in your business, have a person up front to greet them and ask what they need assistance with. Having a person there to help your guests will satisfy them greatly.

How can I build this skill or deploy this rule in my company?If you ever see somebody enter the business, be there to assist them. Do not ignore your guests or walk away from a guest who needs your assistance. The guests will not feel like they are appreciated if they have to wait for you or find you. Have a manager working on shift just in case a guest wants to speak with a higher level position. If you do not know the answer to a question, ask your manager or see if they can help the guest. We will always be looking for ways to better serve our guests but we will never make them wait on us.

How could I improve these skills and rules in my company?

45 | P a g e

Improving the amount of time it takes for us to greet and help the guests will pay off tremendously on their satisfaction. We will try our best to always be right there when they walk in and when they need us.

How can I evaluate if we are doing this rule in my company? Ask yourself these questions when guests are coming toward you, when a guest needs help:

1. Do you ignore guests?2. Do you hide from guests?3. Do you pretend that you are busy, too busy to handle a guests

concern?4. Do you avoid guest confrontations? Good or bad?

Self-evaluate yourself for these catastrophic results. These negative results must not exist in your business. If these are some results or all the results of self, you need to self-direct yourself in a more formal manner. For any business to succeed you must have complete professionalism and conduct your professional excellence when in the presence of your guests

Rule #22 Always be the Giving One

How can I build this skill or deploy this rule in my company?Be the giving one! You ever felt how satisfied you are after helping a guest. A satisfied human being is a happy human being, and it fulfills a need within both involved. So why not try to give all the time? If you are the giving one, you will feel better about life because you will have more satisfaction. Giving is not always easy, but it pays off on your health when you do it. The old saying, “It feels better to give, than to receive,” could not be more true in the guest service world. When you satisfy a guest, you will feel a sense of accomplishment and happiness. We will always give to our customers with a smile, even when it is difficult to do so. You will feel better later if you give with a smile on.

How can I build this skill or deploy this rule in my company?What does service mean?

24 hour service We deliver anytime We have a compensation system for guests. We have shuttle services. We offer more for your buck.

These are services, not service.

What does service mean? Service is when people give their time. Service is when associates spend their time and energy to help a

guest. Service is being compassionate about servicing your guest.

46 | P a g e

Service is not expecting anything in return. Service is giving.

This is service.

How could I improve these skills and rules in my company? Get to know your guests, if not on a personal, on a professional level. Serving others increases life satisfaction. Always put your guest first. Think of your guest first and react. Serving others improves your mood positively. Serving makes you feel happier. Serving others lowers your stress. The goal is to know each and every guest that comes into your doors

this will positively help your business.

How can I evaluate if we are doing this rule in my company?In every business you will almost always interact with a guest who is upset, angry with something that happened to them recently, something that happened to them in the past, or, something they just totally disagree with. This is business. We must deal with on a daily basis, on a weekly basis and so on. How we handle these situations says a lot about our business as service professionals. If you find yourself in one of these positions with an angry guest, think of it as an opportunity, an opportunity to give them something, a smile, a compliment, something that will boost their mood and alleviate their frustration. In the end the guest will leave feeling positive about his/her interaction with you and continue to being a guest in your facility. You will feel better about yourself, knowing that you went “above it all” to better serve your guest.

Rule #23 If They say They Want Horses, Give Them a Motorcar

How can I build this skill or deploy this rule in my company?Guests don’t always know what they want until it is presented to them. So, letting them know of a service or product that we have will help with their happiness. If you sense that the guest wants something more than what they have, but they do not know how to say it, present it to them so they know we have it. Anticipating guests wants and needs will help bring satisfaction to all parties.

How could I improve these skills and rules in my company?Anticipating what a guest needs can sometimes be spontaneous, it can be an ideal situation for a service provider to hone in on a skill that can wow the guest. Make the guest feel special, telling the guest by your actions that you care and are looking out for their better interests. Observe your guests and listen to them, they can be sending you signals about how they are feeling,

47 | P a g e

how tired they are, or how much they are in a hurry to get things done. Observe and listen and ask yourself how can you have better served the guest the next time and share your findings with your co-workers. How can I evaluate if we are doing this rule in my company?If you have a guest service team I would recommend that you brainstorm ideas about what services or products you believe that a guest or guests want or need. Instead of giving them a motorbike you can give them a Harley, instead of giving them a local excursion you can give them a trip around the world, get the picture. Everyone involved in the guest service meeting must have a voice. Welcome each idea with judgment, criticism, or evaluation. Keep records of the meeting for future reference. Remember to always be innovative for new ideas. Reason: customers use one amenity, get used to it and go onto the next amenity, be ready for those changes. Honor your guests.

Rule #24 Don’t Just Make Promises, Make GuaranteesMake sure everything you do, everything you say is crystal clear in its entirety, guests should not have to try to figure out what to expect from your business.

How can I build this skill or deploy this rule in my company?Ensure that all staff is aware of how these circumstances are handled, have it written down, put in a manual, and post it in your facility and on your website.

How could I improve these skills and rules in my company?Implement a guarantee for your guests, such as:“Our Guarantee is to ensure 100% complete guest satisfaction upon arrival at our beautiful facility and upon exiting our facility. We stand behind our guest service as being the number one in gaming hospitality, if for any reason we have not received your approval of our service, kindly inform our staff and we will provide a complimentary service to you, proving to keep our promise of gold standard guest service with dedication and professionalism to you 100%.”

Thank you. Our guarantee is 100% guest satisfaction, either way. How can I evaluate if we are doing this rule in my company?Provide a guest service booth that has a guest service director, to look into and all of the guest service complaints, arguments, disagreements and any questions the guests might have. All of the information attained must be input a system ensuring complete record taking and follow-up with guest answers, approvals, disapprovals and or follow-up questions.

48 | P a g e

Rule #25 Treat Every Customer like a Regular Whether you know it or not every guest that you encounter is special, they are special in the fact of the matter of being your bottom-line. They are what make your company operate, they are what make your income, and every service professional in the guest service industry must learn how to treat their guests like they are the only thing that matters by treating them like they are special.

How can I build this skill or deploy this rule in my company?First off, you need to hire individuals that are upbeat, knowledgeable and focused in on the details of your guest’s discussion. Furthermore, your employees must be attentive and must recognize negative and positive body language being put off by your guests and must engage them appropriately. The employee must put together a plan of approach that shows effective guest service thoroughly and efficiently.

How could I improve these skills and rules in my company?The key to making your guest feel special is finding something about them that is unique to them. Find out what kind of drink they like, what are their preferences, what do they like to be called by name, time specificities, and any other needs and wants that you can get a clue on. And use that information when it is appropriate. How can I evaluate if we are doing this rule in my company?One way to find out if you are treating your guests like they are your regulars is by their return business. Keep all your data and information up to date and current and log notes for their every visit. Another way to keep tally of your guest visits is to keep an electronic head count at every exit of your facility, and also do manual head counts if this is permissible within your facility.

Rule #26 Serve To Win If you have an establishment that is in the guest service business, what you say, you must do! If you talk the talk, you must walk the talk!

How can I build this skill or deploy this rule in my company?Every guest wants to be recognized or notified of their presence that is in your area, they want assistance and they do not want to have to wait for that assistance. Guests that are being ignored will either leave your facility, or their response after being recognized might not be a very polite one once engaged. How could I improve these skills and rules in my company?The frontline employee must be constantly aware that at any moment they can have a guest walk right up to them and ask for some assistance, or a

49 | P a g e

guest could be waiting from a distance, in either case this is the reason that a frontline employee needs to stay focused on the guest. The supervisor or manager must enforce their rules and policies in these areas of focus to become effective at the attentiveness of their guests. Safeway uses a 5’ to 10’ rule where the employee must recognize their guest when guests come into an employee’s zone. Something like this could work and made to fit into your place of work. How can I evaluate if we are doing this rule in my company?Evaluate your employees on their attentiveness to their guest and how alert they are when guests come into their area. Other areas to evaluate the employee’s judgment are they making good and correct judgment calls when guests come into their areas. Also, are your employees sensitive to their guest’s wants and needs? And most importantly is the employee satisfying the emotional needs of your guests. WIN has to be on your employees mind, WIN will get you to where you want to be in forms of guest service, and every employee must want to WIN their guests approval at every turn.

Rule #27 Make ASAP Your Standard Deadline When it comes to service, speed matters. Make ASAP your standard deadline, because ASAP has become our deadline as a society. Under promise and over deliver will lead your business to success. Always stay ahead of your guest expectations. This strategy can be applied to virtually any business.

How can you build this skill and rules to implement in your company?Train your employees to be ahead of the game. Make ASAP part of the culture because that is what customers like and want. Speed matters, say that you work as a pizza delivery service, tell your customers that you will be there in 30 minutes and be there earlier than expected if that is possible, or, if you work in a retail shop and you know your expected delivery time give yourself some leeway time, and if the delivery comes earlier than expected call the guest and let them know the delivery came early and they can pick up.

How can I improve these skills and rules in my company?Every day guests or customers are making appointments and deadlines have to be met. The working force is so much of in a hurry now days speed matters. Here are some tips to help:

o If you schedule out a few hours from the expected delivery time that gives you some time to contact the guest for their delivery earlier than expected.

50 | P a g e

o Add extended minutes, hours, or days to your expected delivery time and you can surprise you guest with an earlier pickup time.

Evaluating for success! How do you know it is working? Customer feedback form for prompt service. Meetings to ensure deadlines and deliveries are on time. Have a recognition program for excellent service. Review guest feedback with your employees.

Rule #28 Know the Difference Between Needs and Wants Guests come to the business to get what they need. To keep them coming back you need to give them what they really want. Many guests want more than just typical service you provide, they want you to go above and beyond to meet their wants. Finding out what each guest wants is a big challenge. The biggest help to understand exactly what they want, we need to pay good attention and read the underlines. This way we can meet wants and needs which will keep the guests loyal to our company.

How can you build this skill or deploy this rule in my company?The best way to understand what the guest wants is by paying attention to body language and close attention to what they say. Engage with each guest to find out more about the service they are expecting from you. Many expect more than just the normal service you are giving everyday so that’s why you really need to individually pay a lot of attention to your guest to give them what they want and need.

How could I improve these skills and rules in my company?Know what the guests want. Every guest is not the same:

Most guests care about convenience. Give human interaction which ranks high in guest wants and needs. Guests want to be treated with warmth. They want friendliness. They want to feel respected.

And guests want to be engaged, another approach is to ask open-ended questions and pay attention to details, and be creative.

How can I evaluate if we are doing this rule in my company?Needs Are:

Products and services. Needs are obvious and practical. Repairs needed. A cup of coffee is a need. A cell phone provider is a need.

Wants Are: About experience and obtaining them. Subtle and usually emotional.

51 | P a g e

Low premiums and expert advice. Speedy resolutions to claims. Honesty. Clear explanation of a problem. Reliability of completion of work. Good taste and fast pleasant service. Reliable reception. Expert tech service.

The top four wants are these: Make the guest feel special. Treat each and every guest as an individual. Show respect. Be knowledgeable.

It’s not always easy to know what a guest’s wants and needs are, you need to prepare questions for the guest and provide those questions at key points of service. You need to probe their perceptions and emotions. Formal surveys would benefit exceptionally well. Listening; understand your guest, connect with your guest, be alert of any signals the guest might be sending through speech, movements, and hints that is helpful in your direction to guide the guest to their wants and needs. Dig deeper and give the guest what they want, even if they don’t know they want it.

Rule #29 Have a Geek on Your TeamA technology expert referred to as a geek is:

An enthusiast. An expert. A person with an eccentric devotion to a particular interest. A person who is interested in technology and new media.

How can you build this skill and rules to implement in your company?Bring an expert geek to your company or team to make sure that all your systems are updated and operating at maximum efficiency. Provide them with the supplies they need to stay alive with high technology as business is constantly updating. Almost now, in every business if you do not have an expert in the field of technology you will lose, time is money, and money is time.

How can I improve these skills and rules in my company? Geeks get it done! You need an expert “geek” person in your organization to make your business easier for you and your customers. It can help you to better identify your target customers and get their attention; it can make it easier for the customers to ask questions, make suggestions, express complaints, return goods, and also get their problems taken care of

52 | P a g e

expeditiously. And also technology invariably affects the quality of service you can offer your guests.

Evaluating for success! How do you know it is working? A techie with empathy is what you must be after, hire with these

credentials and you will be off on the right foot. Customers’ feedback. Customer response. Or, no customer response which means the system worked. Have technical support meetings and follow-up.

An expert techie is needed in every business and these experts we known as “geeks” will bring your company to the desired standards and with exceptional planning can bring you even to the point of excellence.

Rule #30 Be Relentless about Details

How can I build this skill or deploy this rule in my company?We all know how important attention to detail is, and in guest service it is even more important. If you do not have the attention to detail in your business, you will fail. Imagine walking into a business that did not clean the front area, or that is completely cluttered? How would you feel about that establishment? Making sure things are neat and in order shows that we care about our image. A few things we can do are make sure our team looks professional, make sure the bathrooms are clean, straighten the lobby to give a good first impression, and have somebody greet the guest when they walk in. Just those few examples can help your business succeed and make the guest feel comfortable.

How could I improve these skills and rules in my company?Do not let your company become careless or forget the important details. An effective tool to use is a checklist, here is an example:

Parking lot and parking garage clean and spotless? Employees dressed professionally? Employee ID’s visible? Is the music at an acceptable level? Proper signage for food areas, and merchandise? Sale items properly displayed? Checkout area free of clutter and staff available? Restrooms are spotless and clean and have a fresh odor? Coffee prepared fresh? Employees ready to greet guests upon their arrival? Employee areas clean and inviting? Elevators clean and operable? Computers properly working? Printers are properly stocked with paper?

53 | P a g e

How can I evaluate if we are doing this rule in my company?

Have specific detailed communication policies and procedures in place for employees who interact directly or indirectly with guests.

Ensure employees are well rested and have proper break periods. Make sure all equipment is working and functioning properly. Keep employees alert for problem areas and respond immediately. Create an open door communication so that employees can connect

with those in power to take action. Walk your operation every day with a note pad and take notes of

every detail that needs work, or updating, or correction. Your employees will learn to respect your attention to detail and follow up with their details for improvement.

Chapter 9

CUSTOMER SERVICE VIA TECHNOLOGY

The Role of Technology in Customer ServiceTechnology rose significantly which affects sales and customer service. Customer service is a 24/7 responsibility and technology makes it possible to recreate in real life.

54 | P a g e

Facts about Internet and Technology: 2,405,518,376 Internet users worldwide 273,785,413 North American users Top five countries with Internet users: China, USA, India, Japan, Brazil Top five languages used on the Internet: English, Chinese, Spanish,

Japanese, Portuguese

Impact of the Internet WorldwideTechnology has become more functional, powerful and more complex that it is starting to give a big impact in shaping the future.

Most common technology used daily:o Calculatorso Cash registerso Maintenance equipment, telephones, o Radioso Cellular phoneso Pagerso Computer systems

Examples of the way that people use technology:

Give and receive service Arranging to order or return merchandise, Tracking package shipments.

THE CUSTOMER CONTACT/CALL CENTER OR HELP DESK

Types of Technology Previously, when a customer had a question or needed assistance they had to call the toll-free center. Customer service would receive the call and try to solve the issue. Today, customer service representatives have a vast amount of technology that makes the customer service much more efficient and accessible for the customers.

TRADITIONAL EQUIPMENT USED TO PROVIDE CALL CENTER-BASED CUSTOMER SERVICE

Automated attendants provide callers with a menu of options from which they can select by pressing a key on their telephone keypad.

Automatic Call Distribution (ACD) System routes incoming calls to the next available agent based on number called, time of day, caller ID, or caller-selected codes. When agents are busy or lines are full, an ACD automatically places callers on hold and plays a prerecorded announcement

55 | P a g e

Automated computer telephone interviews allow organizations to conduct automated phone surveys of customers. Programs are typically built around advanced interactive voice response (IVR) technology along with voice broadcasting technology. By using an auto-dialer phone system that calls customers programmed into the computer, and CATI software, organizations call potential interviewees and play a custom greeting. Callers can be given the option to be interviewed by an automated process of questioning or to talk with a representative (if they choose). The caller can also leave a voice message, hear additional information, or simply decline to be interviewed at this time or in the future.

Automatic Number Identification (ANI) (pronounced “Annie”) is a form of caller ID similar to that on many home telephones. The system allows customers to be identified and their calls directed appropriately before an agent talks to them.

Computer telephony integration (CTI), or computer-telephone integration, systems help integrate a customer service representative's computer, phone, fax, web, and e-mail systems to facilitate the automatic retrieval of customer records and other information needed to satisfy a customer's needs and requests.

Customer relationship management (CRM) software systems are designed to automate and integrate service and other functions within an organization. They help manage interactions between service representatives and current or prospective customers. CRM uses software that helps to organize, automate, and synchronize marketing, sales, technical support, and customer service initiatives.

Electronic mail (e-mail) provides an inexpensive, rapid way of communicating with customers in writing worldwide. It allows customers to access information via telephone and then, through prompting (and using the telephone keypad), have the information delivered to them via e-mail.

A Facsimile (fax) machine allows graphics and text messages to be transported as electronic signals via telephone lines or from a personal computer equipped with a modem.

Instant messaging is a type of technology that allows online chats in real-time text transmission over the Internet between customers and service representatives. Short messages are typically transmitted between the two parties. Once someone types in his or her message and hits send, the other person sees it immediately and can respond. Some more advanced systems use technology that provides real-time texting in which each character typed is seen simultaneously by the receiver as the message is being written.

56 | P a g e

Intelligent Callback TechnologyCustomer expectations continue to grow and change as new technology is introduced into the workplace. One result is that they have become far less tolerant of long wait times to receive service. To address this concern, many organizations have introduced intelligent callback technology into their call centers.

Internet callback technology allows someone browsing the Internet to click on words or phrases (e.g., Call me), enter his or her phone number, and continue browsing. This triggers a predictive dialing system (discussed later in this chapter) and assigns an agent to handle the call when it rings at the customer's end.

Voice over Internet Protocol (VoIP)Another video-based service option for businesses that has been used by individuals for a number of years is known as Voice over Internet Protocol (VoIP) and allows voice communications combined with multimedia, such as video images, to be transported over the Internet. This free or low-cost means of communication has been popular with users as an alternative to long-distance calling that does not allow speakers to see one another. Various software and service providers, such as Microsoft's Skype and Google Voice, offer this means for organizations to connect via voice and images with their customers. In addition to video capability, companies can transfer files and conduct videoconferences.

U.S. Population: Frequency of Seeking Customer Support on Mobile

57 | P a g e

TAPPING INTO WEB-BASED AND MOBILE TECHNOLOGIES

WebsitesWebsites can really help or hurt your business. Making your site easy to find and operate will do you wonders with potential gusts. If you do not have a professional looking website and it is difficult to navigate through, people will leave the site and go to another. Websites can provide so many things to guests that will help their satisfaction in the long run. By having statements about the company on the front page, to having an email contact for non-urgent matters, to having a chat support line, always have a service expert ready to assist the guests. Social MediaSocial media is a huge help when targeting potential customers, checking up on current customers, and advertising your company. From Facebook, Twitter, LinkedIn, Pinterest, YouTube, and many more, all of these social media sites can help you gain customers. The internet is a huge place and can help the business tremendously by having just one person give a good review online. On the other side of things, it can also be a bad place. Just one post can hurt your business a lot by people sharing one bad experience to all of their friends. That is why if we always do the right thinking, people will only have good things to say about us.

Advantages and Disadvantages of Technology

58 | P a g e

Technology has its ups and downs just like everything else. A couple of examples of positive things technology brings to the table is that it cuts down on paperwork in all types of forms. From customer surveys being done online instead of giving out a form to fill out, to entering information into a computer and saving it instead of handwriting all of the information and filing it away. Also, a customer can look things up online instead of having to call a business or walk into a business to find out what they are wondering. Which leads me to the disadvantages?

One disadvantage that experts are noticing is that technology cuts down the need for people. The further technology advances, the less the human element is needed and it cuts people out of jobs. One example of this is call centers. If you are calling a company and you need an answer to a certain question, do you want a robot answering your call? Or a person? The problem with automated answering machines is that the human effect is not there. There is not another person on the line to connect with you. Not only is the absent employee not satisfied because they are not working, but the customer is not satisfied because it seems as if you do not care about the individual.

Chapter 10

ESTABLISH AND MAINTAIN TRUST WITH CUSTOMERS

The Role of TrustTrust is the greatest foundation in any organization. Without trust it is hard to build a relationship. Our organization has to be based on trust and represent the best interest of our customers. If customers will not trust us, it will be very hard to make any transaction. Rule #2 applies here “You win Customers One at a Time and Lose Them a Thousand at a Time”. Service providers should provide accurate information and if he/she does not know, admit it, and then find the answer as quickly as possible and report back to the guest. It takes time to earn trust and everyone within the organization must put in extra effort towards building that trust. After trust is gained, it is the same amount of work to maintain that trust. If customers started to lose confidence in the organization, the organization should act towards the problem immediately as it is easier to correct the problem quickly than to gain a customer’s trust again.

Communicate Effectively and ConvincinglyService providers have to be clear when explaining things; also you must present everything in an enthusiastic way. The service provider is human

59 | P a g e

and is the same as the customers, so therefore a service provider should build relationships on personal interactions.

Display Care and ConcernThe service provider should display to customers that he/she cares about them and take extra step to meet their needs and make them feel welcomed and comfortable.

Be FairTreat your customers with respect and consistency. Be fair to all customers for example if you are doing something extra to one customer while other are waiting in line, they would expect the same thing from you. Therefore if you won’t treat them the same they will feel offended. If the organization is providing special discounts for new customers to attract them, special discounts must be created for current customers as well; because the current customers showed loyalty and would like to be valued properly to.

Admit Errors or Lack of KnowledgeYou are human and could make mistakes, so when a mistake was made, you should accept responsibility and apologize. Rule #36 could apply here “Apologize like you really mean it”. After apologizing, further action must be taken in order to cover up for mistake (if necessary).

Trust Your CustomersWe should trust our customers, it is understandable that each customer wants the best of service they could get for their money and we should be there to provide it. We should trust customers and do the best we could about their complaints. Most of the time when customers complain is reasonable, they simply unsatisfied with product or service.

Keep Your WordIt is very important to keep your word. If something has been promised we should keep that promise. It is very easy to lose a customer over a promise that was not delivered. Customers will simply take their business somewhere else without complaining or commenting. Make sure that your customers are satisfied and simple follow-up call or email would be helpful.

Keep an Open MindService providers have to be positive and open minded. It is very important to be prepared and focused. Excelling as a professional service provider is a hard job and when you are going through a personal situation and it affects your mood, you should reach out to human resources and ask for assistance. Bad moods affect customer service; therefore it needs to be addressed.

Individualize Service

60 | P a g e

Each customer is unique and requires a unique service. You should provide the best service that the customer needs. For example some customers like to talk longer and others like to be left alone with their privacy. A professional service provider should view the situation and provide the best service that the customer needs at the moment.

ENCOURAGING CUSTOMER LOYALTY

Making the Customer Number One Customers want to feel like they are important and are being valued by your business, always keep that in mind and make your guest number one.

Business customers display their loyalty in a predictable sequence as they move up the loyalty steps.

The Loyalty Steps1

2May Invest In You

3

Seeks to Collaborate on New Product Development

4

Is Willing to Pay Premiums

5

Resists Competitors Blandishments

6Endorses Products

Wants to Grow The Relationship

You can determine which steps your customers stand on by analyzing sales records, talking to sales teams, and conducting surveys.

Moment of truth is every time you encounter a guest in person or on the phone, you have an excellent opportunity to provide quality service, it is the moment of truth.

Contact Point is the point where you connect with a service provider and are offered an opportunity to provide excellent guest service.

Making positive initial contact

61 | P a g e

When it comes to customers put in your best effort for first impressions and make sure to remember the basics of positive verbal and nonverbal communications. Such as giving professional salutations, projecting a positive attitude, and sincerely offering to assist. Make sure all customer expectations are met so you don’t lose relationship rating points.

Check out the Relationship-Rating Point Scale on next page.

Relationship-Rating Point Scale

Exemplary 4 Out of the ordinaryUnexpected Service

Above Average 3 Beyond normal servicePleasantly surprising to the guest

Average 2 Expected serviceServices completed as expected

Below Average 1 Not as was expected serviceService disappoints your guest

Unsatisfactory 0 Unacceptable serviceBreakdowns in customer-service relationship

Establish Rapport When you interact with customers be helpful, effective, and likeable. Smile, listen and use the customer’s name. Every time you work with a customer it’s an opportunity for you to make a friend with them, don’t be afraid to make a small talk about non-business-related matters which will help you make a good relationship with your customers and know them better. Also make sure before you start helping them with what they need ask about how their day went or if they are doing anything exciting for the day?

Identify and Satisfy Customer need quickly Treat customers with respect, listen to your customers and understand what they need. Solve their issues as quickly as you can because that will make them feel important and satisfied. Build rapport with your customers quickly, and acknowledging your customers is important.

Follow upSets expectations first if you don’t your customer will. Reach out with a special offer and with no strings attached. Too many times, companies only make special offers to attract new customers. Give your customer call or send or E-mail to check in with them and see how their visit went and if they have any questions.

62 | P a g e

ENHANCING CUSTOMER SATISFACTION AS A STRATEGY FOR RETAINING CUSTOMERS

Pay AttentionAlways keep your attention on one person at a time. How do you feel when trying to talk to somebody who is distracted with something else? When in person, make sure to give positive non-verbal cues so that what you say does not get misinterpreted.

Deal with One Customer at a TimeSince nobody can pay full attention to multiple things at one time, always deal with one person at a time. You want to be effective in your listening, so only deal with one customer at a time. If multiple guests come your way at one time, whether on the phone or in person, deal with them in the order they came in and politely let them know that you will be with them in just a moment.

Know Your CustomersKeeping notes is an effective way of making sure you know your customers. If you keep notes to remember what was said during the last conversation, they will feel special because it shows you care about them and they do not have to repeat themselves. It is okay to not remember every name of every customer you come in contact with, but overtime it will make people feel as if you care about them as individuals rather than just customers.

Give Customers Special TreatmentGiving special treatment can make customers want to come back to your business. When you have small talk with customers it may open up potential wants or needs they may have which can help you know what they are going to be buying later.

Service Each Customer at Least AdequatelyDo not just rush through a complaint or question just to save time. Allow yourself enough time to effectively handle the situation. If you are overloaded with customers, try to ask a co-worker to help you. Or offer them an alternative solution to their situation. Maybe refer them to your website or have them call an interactive voice response.

Do the UnexpectedTry to always go above and beyond what is expected from you. Instead of just giving a customer an answer to their question, offer them another product or service that will help him in the long run. Call them unexpectedly to check up on them and make sure that they are satisfied with their

63 | P a g e

purchase. Send them birthday cards in the mail on their birthday. Don’t just be a seller, try to be a friend.

Handle Complaints EffectivelyAlways acknowledge errors on your part or the company’s part. This will reduce the tension between you and the customer. Also, knowing when something is wrong will help the situation get better and will show us what not to do the next time, so thank them for bringing up the complaint. Do not look at a complaint as a negative, see it in the light that you can help somebody out and make their day better.

Sell Benefits, Not FeaturesSell your product by what the customer needs. Do not go on about the different features that a certain product has, focus in on why your product will fit their needs the best. You know and they know that other places have a similar product, but emphasize to them why your product is the best fit for their need.

Know Your CompetitionKnowing your competition can really help you be different from them. If you are just focusing on what you offer and not looking to see how the competition is being different, they may take customers from you. Don’t talk down about competitors; just be aware of what they are doing, so you can accommodate your customers better.

STRIVE FOR QUALITY

Quality is one of the main reasons why your customers will return to your business. Do not think of quality as a fad this could be disastrous. When it comes to customers strive for quality. A customer’s perception of quality service is often one of the prime reasons for their return. Total quality management and continuous quality improvement systematic approaches to identifying and quantifying best practices in an organization or industry in order to make improvements in effectiveness and efficiency. Also on a personal level you can strive for quality by working to achieve and exemplary rating on the relationship-rating point scale. Develop a professional attitude; improve your knowledge, skills, and efforts in dealing with customer’s, failure to do so could result in failure.

64 | P a g e

THE CUSTOMER RULES

Rule #31 Be Reliable

How can I build this skill or deploy this rule in my company?Make sure that what was expected before is expected now and every time, making sure that your customers are safe and secure and can be relied upon. How can you build this skill in your company?

Deliveries on time. Make sure all equipment is operable and operating. Make sure expectations are the same and consistent. Cleanliness and being consistently clean.

How could I improve these skills and rules in my company?Develop the reputation of reliability by the uniqueness of practices that have shaped your business maintained over time. Stakeholders will perceive you as a credible source, reliable, and responsible and trustworthy. Reliability is one of the top ten factors that will determine your corporation’s reputation and included “provides consistent service” in its definition of reliability. Examples of: late, price changes, uncleanliness.

“You do not want to create a service of lateness” your customers will go elsewhere.

Price change on day and the next it is marked up. Wouldn’t that make you want to look for a better deal?

Good work but unclean on return. Who will you call when you need an overall good job and clean on return?

When you build positive reliability you build a positive reputation, if you lose your reliability due to promises being broken within your service to your guests you lose your reputation and credibility.

65 | P a g e

How can I evaluate if we are doing this rule in my company?If you want to keep your customers you want to maintain your stellar reputation for reliable service in both routine circumstances and exceptional situations. Your reputation depends on the reliability of every single employee that is why it is impeccable to hire the right people, train them well, update and upgrade their skills, and test them along the way to make sure the training takes hold. And your quality of service has to be consistently great; there should never be any exceptions to that.

Rule #32 Don’t Give the Responsibility Without the Authority Communicate! Do you have the authority to make your customers happy?

How can I build this skill or deploy this rule in my company?Every employee should know how to make their guests happy, they should know the what, where, when, why, and how to make their guests (who) happy. This is their number one responsibility, of course the employee must be within the guidelines of their authority, but those limits must be accompanied by solid procedures that guarantee that the person who does have the authority is always accessible. The wait time for a guest to receive an answer should be minimal. How could I improve these skills and rules in my company?Wait time. The time the guest has to wait for a response from the person, who has the authority to make the decision, the more likely you are to lose a valued customer. If some of the authority and decision making was given to the frontline employee, supervisors and managers could spend more time on other duties. The company must set up a data resource to keep track of all guest interactions such as these, this will give you a better response in the areas needed and a clearer picture of the authority given to your frontline employees, and how to set up your policies and procedures for authority. Train your employees to handle any issues that might crop up, and give them authority to take action.

How can I evaluate if we are doing this rule in my company?Employees that are given the authority to do whatever it takes to make the customer happy is a policy that should be adopted into your company, it first must be studied and analyzed to ensure integrity and the best possible outcomes for both sides. The return is loyal customers.

Rule #33 Never, Ever Argue With a Customer If there was ever an argument that you were caught up in and you received high impact constructive critical criticism by your boss for the argument with a guest, and the boss tells you to think about it this way. Think about it this way? “When the customer wins the argument, it’s really the company that won”.

66 | P a g e

How can I build this skill or deploy this rule in my company?Be well-advised to keep your mouth shut. Bite your tongue, do whatever it takes to sway away from arguments, granted you must hear the customer out, but in no case do not feed into an argument. Stand your ground and listen, when the time is right fix what triggered the customer’s rage. Your tongue will survive and you will be spared the loss of a customer.

How could I improve these skills and rules in my company?Here is how to deal with angry customers without returning fire:

Let them vent. Hear them out the whole way. All they want is to be heard.

Take responsibility for the problem. Customers do not want to hear about being understaffed or the system went down.

Try to come up with a quick, easy solution. If this is impossible ask the guest if you can work on the problem and get back to them in 24 to 48 hours, if this is a positive solution.

Eat humble pie. The saying goes “the customer is always right”, but sometimes the customer is wrong: maybe they overlooked the information, maybe they did not mark the correct time to arrive, whatever the case do not argue with the guest, just have some humble pie and save a guest.

Have a hotline for guest complaints, a service desk, and an email account for trained employees who resolve complaints.

Remember the final score. When you win an argument with a customer, in reality you’ve both lost.

How can I evaluate if we are doing this rule in my company?Keep records of all customer complaints so that you can refer to them at a later date. Keeping records through your department disciplinary actions and input into a central data system. Monitor and train staff to clearly understand how to handle these situations. Remember the saying “treat others like how you would like to be treated in your own home”.

Rule #34 Never Say No-Except “No Problem”No one likes hearing the word no. It triggers all kinds of negative emotions and reactions. No makes a forbidden activity more intriguing and can even make a child more determined to do it, and guests are no different.

How can I build this skill or deploy this rule in my company?Even when you cannot accommodate the customer’s request, you should still avoid using the word no. Phrase the answer in a way that leaves the door open and gives the customer hope: Like, “let me see what I can do”, or “can I get back to you tomorrow?” Then work quickly to satisfy the request, and always follow-up with the guest to ensure professionalism. Positive responses are:

67 | P a g e

What you can do for the customer. Say something like, I can give you store credit. “I’m sorry to say that I can’t refund your money”. “We’ll be happy to repair it, but I was not able to get approval to give

you a new one”. The guest may not be happy but will appreciate the sincerity and be happy to keep doing business with you.

How could I improve these skills and rules in my company?Here are some negative examples of using the word no:

No makes people shift into defensive mode. No is a hope destroyer. No signifies a lack of effort. No is saying you are taking the easy way out.

How can I evaluate if we are doing this rule in my company?Create in your company a “never-say-no-service”. Just don’t say no! If you have exhausted all other reasonable answers, call your manager, your manager should be the only one who can use the word no. Saying “no”, should be the very last resort.

Rule #35 Be Flexible Flexibility means being open-minded. It means welcoming new ideas and alternative viewpoints. It means adapting to changed circumstances. It means bending a little to make your customer happy.

How can I build this skill or deploy this rule in my company?The best managers are not only open-minded; they are gluttons for new ideas. They are not only adaptable, they are actually eager to improve the way things are done – quickly, if not immediately. Be flexible at all times. If you are too rigid, then you will lose customers, knowing how to be creative to positively handle guest situations is important.

How could I improve these skills and rules in my company?Empower your employees with the information they need to answer your guests when the situation arises. You ever been to a store and you ask the question? Can I have a refund? And the clerk says no, no cash, no refund. Why? Because that’s their policy? The person at the desk had no idea, that’s the point. Management did not give the employee the information to explain why he/she couldn’t, management did not allow the frontline employee the flexibility to make a decision to appease the guest, and in turn lost a valued guest. Here’s what the legendary John Wooden said: “An effective leader allows exceptions to the rule for exceptional results or when circumstance demands.”

How can I evaluate if we are doing this rule in my company?

68 | P a g e

Customers don’t simply like dealing with stubborn, uncompromising people who won’t bend an inch. Be strong, sturdy, and rooted in all the facets of information that will help when the time comes to be flexible, whether you’re a leader or not, providing outstanding service should be your unyielding mission.

Rule #36 Apologize Like You Really Mean It A sincere apology impact is almost always immediate. So give a genuine apology it is magical in the results that will be witnessed and experienced.

How can I build this skill or deploy this rule in my company?Here are some genuine apology tips:

Be apologetic about the specific details of an incident. Take responsibility for the mishap and own up to it. Make your timing of your apology at the given time. If a guest is upset

give them some time to recover before you offer an apology. Choose the right location to offer up an apology. For example a long-

standing friend, a valued client, the apology should be done in person. For a less personal relationship, a phone call, an email, a letter, a handwritten note or even a text message would work.

Makes no excuses get right to the details and apologize. Reassure them that it will not happen again. Try to make amends by offering restitution, something of value, a

credit, a gift certificate, free shipping, and an upgrade.How could I improve these skills and rules in my company?Being sincere with your apology is the single most important detail that will gain you back sincere forgiveness. If you cannot be sincere about the issue, then you better go back to the details and go over them again. Nothing matters more than this; sincerity.

How can I evaluate if we are doing this rule in my company?Sorry seems to be the hardest word to say? If sorry is the hardest word for you to say, “Get over it”, everything is hard before it is easy. A sincere I am sorry will pay huge dividends.

Rule #37 Surprise Them With Something Extra Surprise your guests with something that goes far above and beyond their expectations. You will be amazed how more loyal the guest will have become.

How can I build this skill or deploy this rule in my company?Every once in a while you will have guests calling to make a customer complaint, to follow-up with some decisions that were made previously that day, or for some type of item that was left or forgotten, or not put into their “to go” bag. Customers love the surprise of getting something extra, just watch their expressions when they do receive a surprise it is unsurmountable

69 | P a g e

of what kind of reaction you will receive. So surprise your guests with something that is unexpected, that is above and beyond the standard of service expectations. Something extra can create a loyal guest.

How could I improve these skills and rules in my company?How can you improve upon this higher expectation?

Give samples or handouts of something completely different as opposed to what is normally being sold or bargained for.

Add in an extra item to the baker’s dozen. Add in an extra prize with a nicely wrapped present that is completely

unexpected, i.e. prize out of a Cracker Jack box. Throw in extras if it is within reason and acceptable. Make it unexpected and surprising to the guest.

Neuroscientists have confirmed that the region of the brain called the nucleus accumbens, aka the pleasure center experiences more activation when a pleasurable stimulus comes unexpectedly than it does when the same pleasure is predictable. There are countless ways to give a little something extra, put it the extra effort to find out ways to excite your guest, and many of them will cost you little or nothing.

How can I evaluate if we are doing this rule in my company?The best way to evaluate is to monitor your guest’s response and track every response that is coming in as a surprise or an extra ordinary duty performed by your staff or in your company. Have all the details documented so that you can share the experience at your next staff meeting. An exceptional area to work on is by asking everyone that you come into contact with, ask them to email you of an event or a story that they might have of a situation where they were completely surprised or excited from a business that went the extra mile to wow the guest, to surprise you, to excite you with a little something extra.

Rule #38 Keep Doing it Better Always keep looking forward never look back at your past successes or your past experiences.

How can I build this skill or deploy this rule in my company?Do not rest on your laurels, if you are taking a break, taking a rest from all of your past accomplishments your competitors will get ahead of you and that’s all it could take for it to be all over. You must be continually be thinking of ways to even better yourself and your business to become even greater, this is what your competitors are doing, so stay ahead. Do not ever stop searching for ways to improve. Every employee in your company should be all searching for ways to improve your customer service, they should all be looking for ways to improve it tomorrow, next week, next month, next year.

How could I improve these skills and rules in my company?

70 | P a g e

Being better is not a destination it is a journey. You never arrive at better, it is always in the future, because there is always an even better way to serve your customers. Always strive to be moving in the right direction, never looking back.

How can I evaluate if we are doing this rule in my company?Have your team or your employees devoted entirely to one question: “How can we do it better tomorrow?”

Rule #39 Don’t Try Too Hard Don’t drive your customers away by trying too hard to provide extra service.

How can I build this skill or deploy this rule in my company?Trying to hard can have these negative effects on your guests:

To overbearing. Hovering over guests can become annoying. Asking too many questions can become annoying. Don’t over flood their email, their Facebook account, and text

messages. Don’t become too eager to overachieve, it makes you seem phony.

Nine times out of ten this will backfire on you.

How could I improve these skills and rules in my company? Don’t interrupt guests when they are having an intimate or intense

conversation. Don’t interrupt the guests until after they have taken three or four

bites of their meal before asking how the food is. Let the customers decide how much attention they would like to

receive by simply asking them, “just let me know if I can assist you”, when they enter the your business.

Train your employees to keep a keen eye on your guests so they can act promptly when they want help.

How can I evaluate if we are doing this rule in my company?If you are doing as the guest would like to be served or serviced they will show appreciation and you can hear it in their tone of speech, or something they said that is positive. If you follow all thirty-nine Customer Rules and do your part to make sure everyone in your organization follows them, giving your customers authentically great service will be as easy and effortless as giving your children love.

71 | P a g e