CBC’s CUSTOMER SERVICE

TRAINING MANUAL
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02 OVERVIEW
Customer Service Training is Vital

03 THREE KEY ELEMENTS

Ask any CEO of a company, president of a bank, manager of an office, or retail
employee and they will tell you how important the customer is to their operations.
Customers who receive excellent service greatly impact an organization’s bottom

04 SOFT SKILLS line and future success. In fact, 81% of people are more likely to work with a
business again after good service. And, the companies that prioritize the customer
experience generate 60% higher profits than their competitors.
05 FIRST IMPRESSIONS

While many companies boast customer-centric mission statements, values, and

06 NON-VERBAL COMMUNICATION priorities, they often lack a consistent and thorough training program that truly
champions excellent customer service. The most successful organizations focus
on customer service training that delivers consistent and ongoing knowledge and

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TELEPHONE ETIQUETTE
skills required to provide excellent service time and time again.

TONE OF VOICE
08 .

DOS AND DON’TS

09
UNSATISFIED CUSTOMERS
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PROBLEM SOLVING
12
SERVICE LEADERS

13 TEAM TRAINING

14 USION

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 THREE KEY ELEMENTS

In order to develop a sound training program, companies must first

Therefore, great customer service starts with the ability to listen to the
address three fundamental elements of customer service with employees:
customer and find out what they really need. Additionally, businesses
should identify and provide key pieces of customer information including:

A Definition of Service:
• What motivates them to make a purchase/decision
How a business defines customer service shapes every customer • What are the details of their relationship/history with the company
interaction. Limited definitions of service that only focus on revenue
• What they expect from the company
growth miss the overall point of customer service. Instead, customer
service definitions should provide a clear direction for every representative
to address customer needs as much as possible and bring the vision of A Customer-Friendly Approach:
an amazing customer experience to life. After all, a happy customer will
One commonality among all companies or organizations that provide
continue to be a buying—and returning—customer.
good service is the development of a system and attitude that promotes
customer-friendly service.
A great definition of service is:

• Easy to understand Two critical qualities to a “customer-friendly” approach are:

• Customer-centric
• Communication
• Authentic
• Relationships

A Clear Understanding of the Customer:

Customers, buyers, and clients want to feel valued and cared for. They
also need someone to understand their needs and answer their questions.

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SOFT SKILLS

No matter how a customer encounters your brand, soft skills are Empathetic: The ability to understand and share feelings of another
essential for a successful customer service interaction. person is crucial for customer service reps. Showing empathy and
creating an emotional connection earns lifelong customers for
Here are just 10 qualities of a top-notch customer service rep: the company.

Active Listener: Understanding the customer’s problem correctly and Flexible: Flexibility in thinking helps find the right way of
anticipating possible questions is the key to effective communication communication with every customer and deliver them a
and successful interactions. personalized experience.

Attentive: Being attentive to all of the details the customer shares Positive: A positive and friendly attitude is the basis of a smooth
helps pinpoint the problem, avoid misunderstanding, and provide interaction where the customer is more likely to be satisfied with
the best solution. the service.

Communicators: By working the front-lines of the company, it’s Problem Solver: Customers won’t always diagnose their issues
important to communicate knowledge and information to customers— correctly. A great rep takes the initiative to solve the issue at hand and
clearly and concisely. Make it easy for customers to understand the anticipate any future problems the customer may have and address it
interaction whether its over the phone, on chat, or via email. during the current interaction.

Confident: Confident customer service reps create a foundation of trust Team Player: Being able to work for good of the entire customer service
and professionalism with customers. team creates a positive and supportive environment. This will increase
rep morale, drive productivity, and result in great interactions.
Decision Maker: The ability to make a decision is extremely important.
By feeling confident in your role, you’ll also feel comfortable make hard
decisions for various customer needs and questions.

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 FIRST IMPRESSIONS

The reality is, we prefer doing business with those we like and trust.
Impressions are key to developing trust and confidence in the customer.

Ways to Create a Positive Impression: Ways to Create a Negative Impression:

• Thoughtfulness in meeting the customer’s • Making the customer wait

needs
• Not saying “please” and/or “thank you”
• Taking personal responsibility for a customer
• Speaking loudly or condescendingly to customers or colleagues
• Quick problem-solving for the customer
• Making faces, frowning, acting distant, not smiling
• Offering immediate assistance
• Looking disheveled or like you don’t care
• Friendliness
• A poor handshake
• Using the customer’s name in a conversation
• Focusing on another task while addressing a customer
• Pleasant tone of voice

• Polite and courteous manners Tip: Remember, impressions stay with those you meet, especially
• Genuine and thoughtful conversations customers, and once registered; negative impressions are di cult
to overcome. We’ll cover many of these factors throughout
training.

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NON-VERBAL COMMUNICATION

Body language has the ability to say more than words. A

Attentiveness: When listening to a customer, slightly lean
study found that 55% of what we learn from others actually
towards them and nod ever so slightly to indicate active listening
comes from their body language.
and attentiveness.

Oftentimes, the way information—good or bad—is presented impacts Hand gestures: Use hand movements to best emphasize what you
how it is received. Because visual perception plays an important say and your feelings.
role in impressions and reactions, it’s important to convey the
importance of the following body language components during Personal Space: Leave adequate distance between you and the
in-person interactions: customer to ensure they feel safe and secure.

Smiling: Facial expressions set a positive tone before a word is even Posture: Your pose or posture should express interest, friendliness,
said and have the power to immediately disarm a disgruntled customer. and openness.

Eye contact: By looking into a customer’s eyes they’ll sense that they Observation: Notice how your customer behaves and how they react
are being directly addressed and paid attention to. while providing service.

Appearance: When interacting with customers, dress neatly and in a Tip: These little, interpersonal actions can make or break an interaction
professional manner to let customers know you take the role seriously. with a customer.

Greeting: When shaking hands with a customer, a firm and

professional handshake is expected.

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 TELEPHONE ETIQUETTE

In the world of customer service most people hate picking up the telephone. Let’s piece all of these together:
However, this still serves as the primary support channel with 47% of
interactions taking place by phone.

Because every telephone encounter is blind, customer frustration tends to be

“ Good morning, thanks for
calling (subsidiary name) Wo.
My name is (employee name);
greater than any other communication medium. After answering automatic
prompts and sitting on a hold, a customer just wants to be helped quickly
how may I help you?
and efficiently. From answering the phone to troubleshooting, here are easy-
to- follow steps to ensure friendly, over-the-phone service. Troubleshooting
Unfortunately, there are unavoidable situations that may upset a
Answering the Phone customer. Here are some tips to best handle these difficult moments.
1. Clear your mind: Stop whatever you are doing and turn your
attention to the phone call. In doing so, you will increase your chances Putting a Customer on Hold:
to have a successful call.
• Simply ask the customer if you can put them on hold.
2. Pick up the phone within three rings: More than three rings signals • Explain to customers why you are putting them on hold.
chaos or inattentiveness. • Thank customers for holding.

3. Give your name: This courtesy serves to personalize the customer

Transferring a Call:
service experience as well as allowing the customer to hold the
representative accountable for the level of service. • Ask the customer if they mind being transferred.
• Explain why they are being transferred to whom they’ll
4. Ask questions: Asking to help as soon as possible tells the customer you be speaking with next.
are there to serve their needs and solve their problems.

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 Taking a Message:
• A high pitch, rapid voice says, “I’m enthusiastic and eager to help.”
• Explain that the appropriate person is unavailable. • A loud voice could signal aggression or frustration.
• Give a reasonable estimate of when the co-worker will return.
Therefore, keys to good phone conversation include:
• Offer to help the caller as much as possible.
• Inflection
Ending a Call: • Volume Control
• Pacing
• End the call on a positive note.
• Repeat any steps or actions that need to take place.
Inflection
Inflection is what happens when you read a book, or tell a story —
it’s the wave of high and low in your pitch that makes what
TONE OF VOICE you’re saying interesting.

When customer service representatives repeat a number of phrases

and information a day, they tend to become monotone. Therefore, it’s
important to improve inflection by:
Because a large portion of customer service interactions still take place over
• Breathing — regulate so each breathe is deep and slow.
the phone, it’s not what you say, it’s how you say it.
• Changing around the phrase you use —
The moment a customer picks up the phone, body language and visual repetition equals monotony.
perceptions disappear and the tone of voice becomes dominant. Nearly the • Smiling when on the phone — this causes muscles
entire message projected to the customer over the phone is derived from to contract, creating a more positive tone.

tone of voice and attitude. For example: It’s also important to be aware that too much inflection sounds unrealistic
and forced.
• A flat tone of voice says, “I don’t like my job and
would rather be doing something else.”
• A slow pitch and presentation may convey Volume
aggravation or lack of engagement. Speaking in a moderate voice is the norm for customer service as high
volume scares and intimidates people. Low volumes can be very
effective, especially when a customer is irate as it can be calming.

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 Speaking louder for short bursts can occasionally emphasize or focus
• “No.”
attention, but this technique should be rarely used.
• “I don’t know.”
• “That’s not my job/department.”
Pace
• “You’re right – that is bad.”
Pace is a great tool to build rapport with customers. Customer
• “Calm down.”
service professionals recommend mimicking your customer’s pace.
• “I’m busy right now.”
Speaking too fast may confuse customers while speaking too
• “Call me back.”
slowly may seem condescending.
• “That’s not my fault.”
By controlling the pace of the conversation, customer service • “You need to talk to my supervisor.”
representatives can get the customer to consider what is being said • “You want it by when.”
while placing emphasis on important items. This is also beneficial
when articulating a solution or answer to the customer in a way No: Everyone hates the word “no.” It’s de-motivating, discouraging,
they understand. and disinteresting. “No” is tantamount to bad service. While there
are times that saying no is inevitable, there are other ways to
accentuate the positive and not the negatives of the situation. Try
using phrases like, “What I can do is…” to demonstrate that you care
DOS AND DON’TS and want to provide quality service despite limitations.

I don’t know: Good service means never saying, “I don’t know.”

When a customer hears this phrase they hear, “I don’t feel like
finding out the information you need.” By saying “I don’t know,”
Customer service representatives face situations when what they say customer service reps also increase the chance of losing the
makes or breaks an interaction every day. customer’s trust. Instead, it’s better to say, “I’ll find out” or “Let me
look into this and get back to you ASAP.”
To avoid a potentially frustrating or angry interaction, steer clear of
That’s not my job/department: When a customer asks for
these ten phrases:
something to be done that you don’t know how to do or don’t
have

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the authority to do, take the initiative to put him in contact with someone
Instead, let the customer know they are important and you are aware of
who can. It’s best to lead them to the person or department that can solve
their presence. Better to say, “I’ll be with you in a moment” or “Please hold
their problem and use the phrase “Let me transfer you to someone who can
and I’ll be right with you.”
immediately help you with this problem.”

Call me back: This expression conveys little interest on the part of the
You’re right — that’s my bad: Many inexperienced customer service reps
customer relation’s employee for the needs and wants of the customer.
think that by sympathizing with the customer’s problem, they’ll win over
You should always call the customer back because you value their
the customer rather than solving their problem. Therefore, it’s important
relationship and responsive to their requests. Being proactive is part of
to empathize with the customer to a degree while trying to solve the issue.
good customer service.
Rather than saying it’s your mistake, try to accommodate the customer
with phrases like, “I understand your frustration, let’s see how we can
That’s not my fault: If an angry customer accuses you of creating a
solve this problem.”
problem, rightly or wrongly, the natural reaction is to be defensive.
Calm down: When customers are upset or angry let them vent (within However, this is not the best course of action. The customer has a problem
reason) to help them calm down. Actually telling a customer to calm that needs to be solved. By resisting the need to defend yourself, and
down is condescending, and often only escalates the issues. It’s better to focusing on the needs of the customer, you can resolve the problem faster
say, “I’m sorry,” and begin the process of solving their complaint or request. and with less stress and confrontation. We’ll discuss how to communicate
While apologizing doesn’t mean you agree with everything the custo with angry or dissatisfied customers later on, but it’s best to say “Let’s see
mer says, it is a means to empathize with them and move the what we can do about this problem.”
conversation beyond frustration.
You’ll need to talk to my supervisor: This cliche of bad customer
I’m busy right now: It’s not easy to juggle customers. While a representative service has angered and frustrated customers for decades.
may be helping one customer, they have another on hold. Asking a customer Customers often ask for things outside of the scope of your role or
a customer to be patient or politely asking them to wait is very different authority—maybe even outside the services or products of the
than putting them off and saying you’re too busy to help. Likewise, if the company. While passing off these requests to your manager is a
customer visits in-person, don’t leave them standing there. “Being too busy” tempting option, it’s better if your attempt to solve the problem
is tantamount to saying you do not care and they are not important. yourself or go directly to your supervisor to get a solution. Then,
you’ll become a service hero for the customer and the supervisor. Try
saying, “Let me find that out for you.”

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You want it by when: Customers are likely to make unrealistic
Express you are sorry (within reason): This can be tricky.
demands, especially when it comes to time. While it easy for your
While some customers are looking for a sincere apology,
first reaction
some may feel it’s disingenuous. Apologize for frustration
to be annoyance, don’t make a snide or sarcastic comment. The best
and inconvenience when applicable to let the customer
approach is to hold off on displaying a negative attitude and making a
know you care about their feelings.
poor impression. Instead, say “I will let you know if that is feasible.”It’s
likely you’ll interact with a customer who is simply unsatisfied. However, Do not argue or interrupt: This will only worsen the situation,
there are steps to take that turn this challenge into an opportunity. especially if the customer is angry. Let them speak before you
try to move the conversation forward.

Do not lose your self-control: If you stay relaxed,

UNSATISFIED CUSTOMERS customers will most likely calm down.

Point out facts: Listen carefully and write everything

down so you can accurately reference key facts or points
made during the conversation.

When coming into contact with a customer, communicating with them, Admit the problem: If you can suggest a solution, do it.
analyzing problems, do not forget to provide good customer service. If not, tell the customer what action you will take and
This means accountability, responsibility, and taking action to satisfy the what actions will follow. Never make the mistake of
customer. If your customer is unsatisfied (for just or unjust reasons), try promising something you can’t do.
these techniques to win their support and continued loyalty.
Involve the customer in the solution: Suggest the
Listener: Understanding the customer’s problem correctly and Listen: customer alternative solutions, if they exist. They’ll
It is of primary importance when dealing with an unsatisfied or appreciate the opportunity to be involved in the process.
complaining customer to listen attentively, to their complaint, gripe,
frustration, or grievance. Be patient, attentive, and friendly.

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 Follow up: Make sure that the promised measures are taken. If you do not
• Listen with full attention.
fulfill what was promised and ignore the customer’s complaint, the
problem will escalate and become more difficult to manage. • Behave without aggression and without arguing.

• Avoid extending excuses for the problem, and thank the

Give the customer a “way back”: Sometimes customers are wrong. customer for drawing their attention to it and helping solve
You should let them leave the interaction with dignity so they don’t it.
feel embarrassed. • Express sympathy and full understanding.

Do not question the customer’s correctness: It’s important to believe • Ask necessary questions to get more complete
information and a full understanding of the
the customer is in the right from the very beginning. Always be open
situation.
minded toward their problem or opinion so they feel they are being
listened to. • Find out exactly what the customer needs you to do for them.

• Explain first what you can do, and gently add what you cannot do.

• Discuss in detail all options, and then discuss he best solution.

PROBLEM SOLVING • Undertake immediately was discussed.

• Check the result to make sure the customer

is completely satisfied.

One of the top reasons for customer loss is failure to solve their problem. So,
while it’s important to consider how to communicate with an unsatisfied
customer, it’s equally important to solve the problem at hand.

When you listen to the customer’s complaint you take responsibility to solve
the problem. As a customer service representative, you should always:

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 SERVICE LEADERS

Customer service leaders rarely understand how their actions, tone, and Empower reps to provide great service. In addition to supporting their
attitude affect the performance and success of their staff. As a leader, the first decisions, encourage autonomy. They ultimately need to feel assured that
step to motivating your staff is to demonstrate the customer service qualities they are trusted and have the appropriate power to solve a problem.
you want them emulate.
Learn from others. Managers do not have all the customer service
There are a number of factors to take into account as you seek to build a answers; there is nothing worse than a “know-it-all” manager. There

successful customer service unit: are opportunities for learning and coaching everyday.

Listen to employee needs. A good leader should listen to employees and

Greet your staff in the morning. Start out the day with a positive attitude.
take their ideas, opinions, and input into account.

Discuss your feelings. Don’t vent in front employees, but remain calm. If
Socialize. Get to know your staff, their personal lives, and what is
there is a problem, it’s important to discuss it in an appropriate manner.
important to them. Take the time to celebrate achievements and special
occasions to boost employee engagement and team morale.
Do the right thing. When faced with a difficult customer, follow correct
customer practices. In other words, practice what you preach.
Use good telephone etiquette. Be your staff’s best example of manners
and friendly interactions.
Support your staff’s decisions. As a leader, customers often ask to speak to
you when they’re upset, thinking you’ll overturn your employee’s decisions.
While this may be necessary at times, often the employee was correct. It’s Say “thank you.” Be generous with compliments and praise your staff
important to build morale by sticking up for your employees. their efforts. Thank them for a job well done and foster an environment
of recognition. “Let me transfer you to someone who can immediately
help you with this problem.”

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TEAM TRAINING

Customer-centric companies strive to deliver a phenomenal customer

experience. The secret to doing so? Great customer service training that
develops and empowers reps to deliver that great experience.

This training manual is a great starting point to building a training

program that helps your team learn, practice, and perform at the
highest level. Check out these resources:

Employee Training Plan Builder: Hiring new team Customer Service Training Ideas: As a customer service leader, it’s
members without an employee training plan is less than e your job to ensure reps are properly trained and prepared to
cient. Our free employee training builder walks you through handle just about any situation. These training activities offer
a series of hands-on and engaging learning opportunities for some of the
questions that will result in a detailed training plan for your team. principles featured in this manual.

Customer Service Training Calendar: Training is a critical Better Work Assessment: Already have a training program in
part in doing better work. Our customer service training place? See how your team’s training stacks up with our free quiz
calendar focuses on key training topics that every team that assess the six qualities of a team training during a year.
should cover during a year.

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