Training Outline: Six Cardinal Rules of Customer Service

Training Outline: Six Cardinal Rules of Customer Service

A. State the goal of the course in your opening comments

B. Include the class objectives

II. Getting Acquainted (see “Before You Begin: Tips for Trainers” on pages 5-7) (15 min.)

A. Introduction of trainer

B. Use an icebreaker activity or buy-in activity

C. Administer the Pre-Program Quiz (pages 8-9)

III. View Program: Six Cardinal Rules of Customer Service (12 min.)

IV. Application of Key Points (45 min.)

For each Key Point:

♦ Ask the class discussion questions provided in the Leader’s Guide

♦ Have participants complete the accompanying Participant Workbook pages

♦ Optional: Use corresponding Skill Practices

1. 
   Select method of review
   
2. 
   Use a commitment activity
   
3. 
   Ask participants to complete evaluation
   

■ Locate DVD program Six Cardinal Rules of Customer Service.

■ Using the PowerPoint Presentation and Participant Workbook for attendees will greatly enhance the training. (To customize your training materials, your organization logo may be inserted in the PowerPoint and Workbook.)

■ You’ll need:

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

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

■ Use name tents or name tags for participants.

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

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

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

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

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

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

■ Schedule breaks as needed.

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

■ Establish clear goals. The specific learning objectives for this class are included in the Leader’s Guide (page 3). Keep in mind that the clearer the participants’ understanding of their objectives, the more likely it is that they will achieve those objectives.
Involve the Participants
■ The corresponding Participant Workbook provides a Pre-Program Quiz. This activity has a dual purpose. Use it as a pre-test or buy-in activity which sets the stage for immediate involvement. Reviewing the answers at the end of the training session is very effective to reinforce the new skills and techniques learned in this session.

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

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

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

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

3. Assign homework to participants to complete remaining questions.

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

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

“What did you think about that?”

“Tell me what you just saw.”

“How do you relate to that vignette?”

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

“What were your initial impressions?”

“How did that scene make you feel?”

Before You Begin: Tips for Trainers (Cont.)
Involve the Participants (Cont.)
■ Reduce participants’ apprehension by positively reinforcing their comments with statements such as:

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

“I hadn’t considered that angle yet.”

“Good point.”

“Okay, thanks for sharing that with us.”

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

“I really like your insight.”

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

■ Reward participants for their enthusiastic participation. Prizes are always coveted.

Pre-Program Quiz ~ Six Cardinal Rules of Customer Service

Before watching the program Six Cardinal Rules of Customer Service, have the participants answer the questions below to the best of their ability. Review the answers as a group at the end of the training session.

1. 
   can get us way behind on the job.
   
2. 
   shows a lack of organization.
   
3. 
   is a must for good customer service.
   

1. 
   stop and give the customer your full attention.
   
2. 
   ask the customer politely to wait until you’ve finished.
   
3. 
   avoid wasting time by asking the customer to contact you at another time.
   

A. True

1. 
   Find something to occupy yourself until they are finished talking.
   
2. 
   Let the customers know you are interested in what they are saying.
   
3. 
   Carefully redirect the customers back to the original purpose of the call.
   

B. False
6. Short, one-word answers

1. 
   are usually thought of as rude.
   
2. 
   show you value the customer’s time.
   
3. 
   are more efficient than long, detailed answers.
   

Pre-Program Quiz ~ Six Cardinal Rules of Customer Service (cont.)

A. True

1. 
   will certainly respect you.
   
2. 
   will seldom challenge you.
   
3. 
   might not understand and get confused.
   

A. True

1. 
   True
   
2. 
   False
   

♦ We like to finish one thing before we start another.

♦ It’s inconvenient to risk losing our place in a task and then have to start over.

Collect and discuss additional responses the participants may provide.

♦ They’re less important than this busy work.

♦ They’re interrupting my real work.

♦ I’m in control here, and I’ll decide when I help you.

♦ Customers are not an interruption of our work, they’re the reason for it.

♦ They might take their business elsewhere.

♦ Set good examples for your coworkers.

1. Give the customer your complete attention.

2. Remember – the customer always comes before busy work or any other task.

Skill Practice – Key Point #1: People Before Busy Work:
Featuring Bob Sdrawkcab
Facilitator Note: Please make sure everyone gets a chance to participate. There are no right or wrong answers in brainstorming, so encourage the participants to share whatever comes to mind, and spelling doesn’t count!

1. 
   In this group exercise, start a discussion based on the importance of making a great first impression.
   

• 
  Ask for three volunteers to write down the brainstorming topics on a flipchart or board.
  

Step 2: Customers’ Impression – list the first impressions that customers might have of our business and staff pertaining to Step 1’s distractions.

Step 3: Based on the lists, what will we now say or do to make a better impression?

♦ You may fail to get important information. This will necessitate a second call, either from you or from the customer. If you don’t have time to handle the call right, when will you have time to do it over?

♦ Carefully redirect the person back to the original purpose of the call.

“I’m glad you had such a good time on vacation, Mr. Adkins. Now that you’re back, how can I help you? What can I do for you?”

1. Learn how to redirect calls.

2. Take time to get all the information.

3. Remember – avoid rushing your customers and coworkers.

1. 
   Divide the participants into three teams: Ask each group to make a list of consequences that occur from rushing customers.
   

2. 
   Compare the three teams’ responses and discuss. Look for common consequences.
   
   
   PLAN OF ATTACK TO AVOID RUSHING CUSTOMERS

   List steps to take to conquer this customer service challenge.

   
   
   
3. 
   What will your organization do to prevent from rushing your customers?
   

♦ unprofessional – doesn’t give each customer the same high level of service;

♦ inconsistent – doesn’t do the best possible job on every call;

♦ disinterested – doesn’t like or enjoy the job.

♦ unappreciative – doesn’t respect its customers;

♦ arrogant – alienates potential clients;

♦ unfair – practices favoritism in dealing with its customers.

3. Has anyone ever mistaken you for an automated attendant? How can you prevent that from happening?

1. Treat all customers equally.

2. Use your personality.

3. Remember – customers mirror the way they’re treated.

1. 
   Launch this activity by discussing the importance of making a positive first impression.
   

• 
  Ask participants: How many seconds do you have to create a first impression in person?
  (It takes approximately 30 seconds.)
  
• 
  Ask participants: How many seconds do you have to create a first impression over the phone?
  (It takes only 4-6 seconds!)
  

2. 
   When you encounter a company representative in person, what negative behaviors affect a first impression?
   

• 
  Poor body language
  
• 
  Monotone voice
  
• 
  Lack of eye contact
  
• 
  Distracted or disinterested
  
• 
  Unprofessional or disheveled appearance
  
• 
  Noisy or cluttered surroundings
  

2. 
   When you encounter a company representative over the phone, what negative behaviors affect a first impression?
   

• 
  Monotone voice
  
• 
  Lack of verbal feedback
  
• 
  Unexplained silences
  

2. 
   As a group, discuss some of the potential problem situations resulting from this kind of behavior. Include: damaging company image; adversely affecting company sales; making your individual job more difficult, since customers tend to mirror how they’re treated.
   

2. 
   As the participants offer their ideas about why such behavior happens, focus the discussion on the idea that all customers deserve the same level of service—our very best. Your smallest customer might be your largest customer or advocate next year!
   

♦ A short answer is most often an incomplete answer. If you take the time to ask and answer questions completely, you can handle everything in one call.

♦ Giving good customer service means it’s our job to adapt to the customer, not the other way around.

♦ Turn away from your other work while you’re on the phone. Even a slight physical movement will help you remember to concentrate on the call and give the customer your full attention.

♦ Keep your sense of humor.

TELEPHONE DOCTOR^® PRESCRIPTION:

1. Don’t give short, one word answers.

2. Don’t be abrupt with customers or coworkers.

3. Keep your sense of humor.

4. Remember – we cannot do two things well at once.

Skill Practice – Key Point #4: Don’t Be Too Busy To Be Nice:

Featuring Bert Busy
Facilitator Note: This activity is based on the funny one-liner (often attributed to comedian Stephen Wright), which is deeper than it first seems.
“The early bird may get the worm, but the second mouse gets the cheese.”

1. 
   Read the statement several times and divide the participants into two teams. Nominate one team to be “Early Birds” and the other team to be “Second Mouse.”
   

• 
  Discuss what this statement means…
  

• 
  Give the teams 5-10 minutes each to develop a 60-second presentation as to why their strategy (“early bird” or “second mouse”) is best for your organization.
  

2. 
   Encourage the teams to make use of the knowledge and the view of all team members in creating their presentations. Whether you are an “early bird” or the “second mouse,” please keep Bert’s motto in mind: “Don’t be too busy to be nice.”
   

3. 
   Then ask a spokesperson from each team to debate their responses: “Early Bird” or “Second Mouse”—which is the most effective strategy for business? BOTH!
   

1. Abbreviations, form numbers, part numbers, technical terms, and other “jargon” are a part of almost every job. So why shouldn’t you use them with customers?

♦ Using jargon might result in the customer becoming

• 
  intimidated,
  
• 
  embarrassed,
  
• 
  frustrated, or
  
• 
  irritated.
  

2. Acronyms (words in which each letter stands for a separate word in a name, phrase, or title) can be especially troublesome. What unique problems do these pose?

Example: YOU: (Referring to the “Shipping Invoice Number Sequence” form and Data Processing) “Why don’t you tell me your S.I.N.S. and I’ll get them shipped off to D.P.”

• 
  Confusion
  
• 
  Mistakes and errors
  
• 
  Delays
  
• 
  Unhappy clients and coworkers
  

4. Encourage participants to provide alternatives or replacements that are as close to everyday language as possible. Emphasize that the simpler the replacements, the better alternative it is.

1. Use easy, understandable words.

2. Avoid using company jargon on customers and new employees.

3. Explain unfamiliar words or terms.

1. 
   In this exercise, divide the participants into several small groups (3-5 people). Set a 5-minute time limit.
   

• 
  Ask each group to make a list on paper or in Participant Workbooks of your common company jargon and the definition for each term.
  

• 
  Bring the groups back together and compare their answers.
  

• 
  Did the groups have similar answers?
  

• 
  Did everyone agree on the definitions?
  
• 
  Discuss how customers or new employees feel when they experience company jargon.
  
• 
  List replacements or easy alternatives for these expressions that customers would
  understand better.
  

♦ My business must not matter to this company. I wonder if they treat others this same rude way.

♦ Seems that some employees have an attitude of “This issue isn’t part of my job description. I’ll transfer this call on to someone else.”
2. What are the ABCs of personal accountability?

• 
  Accusing—“She did it!”
  
• 
  Blaming—“Someone else did it.”
  
• 
  Complaining—“Nobody does anything around here.”
  

3. What happens when customers don’t get answers and their issues or concerns aren’t addressed?

♦ Customers could take their business elsewhere and tell others about the negative treatment they received from your organization.

♦ Customers anticipate failure and conversations begin with frustrations.

♦ Situations are often escalated to management right from the start.


TELEPHONE DOCTOR^® PRESCRIPTION:

1. Take ownership; be accountable and responsible.

2. Remember your ABCs – don’t accuse, blame or complain.

3. Always seek solutions and don’t be afraid to accept responsibility.

Skill Practice – Key Point #6: Don’t Pass the Buck: Featuring
Buck Passer
Facilitator Note: Complete the exercise below and have a group discussion to recap.
For this activity you’ll need

• 
  a volunteer to list answers on a flip chart or board
  
• 
  a dollar bill or paper play money
  

1. 
   Assemble participants to stand in a large circle.
   

• 
  Facilitator asks this question: “What phrases or characteristics are buck passers associated with?
  
• 
  Participants attempt to answer this question or ‘pass the buck’ (the dollar bill) to another whose hand is raised. Keep passing until the answers stop or 10 minutes have passed.
  

• 
  “I don’t know, I’m new here.”
  
• 
  “I wasn’t here when that happened.”
  
• 
  “Don’t know and don’t care.”
  
• 
  “That’s not my job.”
  
• 
  “Why don’t you call this number, maybe they can help?”
  
• 
  “Let me transfer you to another department.”
  
• 
  “I didn’t make a mistake, the shipping department did.”
  
• 
  “Why should I apologize? It’s not my fault.”
  
• 
  “But we’ve always done it this way!”
  
• 
  “Every day it’s something new; I hate all these changes.”
  

2. 
   Make a list of positive alternatives to prevent BUCK PASSING.
   

1. 
   Customer service doesn’t always add up.
   
2. 
   Remember to say, “Have a nice day.”
   
3. 
   Be sure to always put people before busy work!
   

1. 
   True
   
2. 
   False
   

1. 
   Her last name is RUSH and she rushes her customers.
   
2. 
   Her last name is SPEED and she’s very efficient at handling problems.
   
3. 
   Her last name is TOAST and she’s burning to help her customers.
   
4. 
   Her last name is HUSH and she’s good at quieting down customers.
   

1. 
   They appreciate your high level of efficiency.
   
2. 
   Customers feel especially important to know how fast you’re working for them.
   
3. 
   Customers might feel threatened and you could misunderstand the customer’s needs.
   
4. 
   Customers understand you are busy and that you only have time to speak to family members.
   

1. 
   Always check your caller ID BEFORE answering.
   
2. 
   Be friendly BEFORE you know who it is.
   
3. 
   Let the call go to your voice mail.
   
4. 
   Ask your coworker to take your calls when you’re having a bad day.
   

1. 
   showing how much he enjoys his work.
   
2. 
   sounding mopey with customers and showing his personality only after he knew it was a friend on the phone.
   
3. 
   displaying high energy on each and every call.
   
4. 
   being a snappy dresser.
   

Post-Program Quiz ~ Six Cardinal Rules of Customer Service
(Cont.)

1. 
   You should save your good personality for the weekend. Customers expect a quick, efficient experience.
   
2. 
   It’s overrated. People put way too much emphasis in using personality in business situations.
   
3. 
   Very important! Your personality is one of the best tools you have for delivering excellent service to your customers.
   
4. 
   Not important because it’s more efficient to be curt and boring.
   

1. 
   Customers respect you when you’re busy with a lot of projects.
   
2. 
   Don’t be too busy to be nice to customers.
   
3. 
   If business is going well, there’s really no need for great customer service.
   
4. 
   Having more than one phone on your desk allows you to serve twice as many customers.
   

A. True

1. 
   By threatening to close their accounts.
   
2. 
   By placing them on hold for long periods of time.
   
3. 
   By rushing her customers.
   
4. 
   By confusing her customers with using internal company jargon and abbreviations.
   

1. 
   To do the minimum.
   
2. 
   Don’t pass counterfeit money.
   
3. 
   Take ownership; be accountable and responsible.
   
4. 
   Never laugh on a business call.
   

• 
  Discussion questions are provided in this Leader’s Guide for your use.
  
• 
  The companion PowerPoint presentation is a useful way to reinforce the Key Points made during the course. Notice the Key Points are identical to Telephone Doctor® Prescriptions located throughout the Leader’s Guide and Participant Workbooks.
  
• 
  After viewing the program, consider using the Pre-Program Quiz ~ Six Cardinal Rules of Customer Service as group discussion questions and evaluate the different responses.
  

• 
  Change is more likely to occur if participants commit to implementing skills and techniques discussed during this course. Various resources are available illustrating commitment exercises. We have included “A Call to Action” exercise in both the corresponding Participant Workbook and this Leader’s Guide.
  
• 
  In order to evaluate training success and identify areas to improve, provide participants with the opportunity to evaluate the training by using an evaluation survey. (See sample below.) This is a prime opportunity to identify future training needs.
  

( This course was useful & I enjoyed it 1 2 3 4 5

( Material related to my job 1 2 3 4 5

( Topics were clear & easy to understand 1 2 3 4 5

( I will use these skills 1 2 3 4 5

( Please rate the instructor 1 2 3 4 5

( Overall rating for this class 1 2 3 4 5

Comments are appreciated:

Your Name: Date:

Instructor:

A Call To Action!

1.

2.
3.

PRACTICE, PRACTICE, PRACTICE and you’ll have more confidence!

Good Luck!

♦ Remember—the customer or visitor always comes before busy work or any other task.

♦ Take time to get all the information.

♦ Remember—avoid rushing your customers and coworkers.
3. Be Friendly BEFORE You Know Who It Is
♦ Treat all customers equally.

♦ Use your personality.

♦ Remember—customers mirror the way they’re treated.

4. Don’t Be Too Busy To Be Nice

♦ Don’t give short, one word answers.

♦ Don’t be abrupt with customers or coworkers.

♦ Keep your sense of humor.

♦ Avoid using company jargon on customers and new employees.

♦ Explain unfamiliar words or terms.
Key Points: Six Cardinal Rules of Customer Service
(Cont.)
6. Be Personally Accountable – Don’t Pass the Buck
♦ Take ownership; be accountable and responsible.

♦ Remember your ABCs – don’t accuse, blame or complain.