OA7

CUSTOMER RELATIONS
GILDA O. NARET, MPA, MBM
Course Instructor
TEMPLATE 3: Module Template

MODULE 1: The Customer Service Profession and

Module No. & Title
Contributing to the Service Culture

Hello students, welcome to Module 1, Lesson 1-3 which

covers week 3. It includes lesson activities and you are
Module Overview expected to remember and understand its nature and
differences. You will acquire professional knowledge about
Customer Service.

At the end of the module, you are expected:

 Define Customer Service and service culture

 Identify the types of customer service
 Explain key principles of good customer service
Module  Explain the elements of a successful service culture.
Objectives/Outcomes  Define a Service Strategy
 Recognize customer-friendly system
 Implement strategies for promoting a positive service
culture
 Identify what customers want

This module will tackle the following topic:

Lesson 1: Defining Customer Service and Service Culture
Lessons in the Lesson 2: Establishing a Service Strategy and Customer-
module Friendly System
Lesson 3: Strategies for Promoting a Positive Service Culture
and Knowing What Customers Want
TEMPLATE 4: The Lesson Structure

Module No. and MODULE 1: The Customer Service Profession and Contributing
Title to the Service Culture

Lesson No. and

LESSON 1: Defining Customer Service and Service Culture
Title

At the end of the course, students should be able to:

 Deal with people of all classes and to adjust with situations
and circumstances in the corporate environment.
Learning
 Exhibit business etiquette and exceptional customers service
Outcomes
relations.
 Develop customer service orientation or attitude.

Time Frame
Week 3-5

Welcome to Module 1 of Customer Relations. In this Module we

define customer service and service culture, establishing a service
Introduction
strategy and customer-friendly System; strategies for promoting a
positive service culture, and knowing what customers want.

To launch your understanding on the topic, give me a word or two

that comes into your mind when you hear or read the word:

Activity 1. Customer Service

2. Customer friendly system
3. Value
 Read and comprehend this module so that you will know the
Analysis value of customer service and the service strategy and customer
friendly system.

Abstraction Module 1: The Customer Service Profession

Competent: Consumers have identified competency as

the element that plays the biggest role in a good customer
experience. To be competent, a customer support professional must
have a strong knowledge of the company and its products, as well as
the power to fix the customer’s problems. The more knowledge they
have, the more competent they become.
Convenient: Customers want to be able to get in touch with a
customer service representative through whichever channel is the
most convenient for them. Offer support through the channels of
communication your customers rely on most, and make it easy for
customers to figure out how to contact you.
Proactive: Customers want companies to be proactive in reaching
out to them. If one of your products is backordered or your website is
going to experience downtime, proactively reach out to your
customers and explain the problem. They may not be happy about
the situation, but they will be thankful that you kept them in the loop.
What are the 3 most important things in customer service?
1. Practice empathy
Employing empathy for new and existing customers has become
essential to customer service as the need for thoughtful and efficient
responses has increased.
Customer empathy can mean:
• Reaching out on your customers' choice of channels to create an
effortless experience: According to Zendesk’s 2020 Customer
Experience Trends Report, 42 percent of customers say that 24/7,
 real-time support is vital—companies should meet their customers
where they are, so they can connect however and whenever they
want.
• Putting yourself in an angry customer's shoes
• Listening to customer feedback and using it to get better

2. Equip agents with the tools they need to solve customer issues
quickly and effectively.
Customer service software is key for equipping a support team with
the tools they need to deliver excellent customer service For
instance, the Agent Workspace within Zendesk's Support Sute
equips support teams with
 Context that moves from channel to channel

Agents need access to context, such as a customer's contact

information. preferences and account type, so customers don't have
repeat themselves or wait on hold while an agent looks up the
details.
• Collaboration tools
When agents have collaboration tools, like the ability to send and
view internal notes without leaving a conversation or integrations with
email and Slack to share best practices across departments, they
can get customers the best answers to their questions with speed.
• Workflows, triggers, and automation
These streamline customer-facing interactions, saving support
resources and decreasing time-to-resolution.
3. Show that customer service matters across the business
Customer service is everyone’s job. It’s not just something for
customer support teams and other front-line associates to think
about. Companies with great customer service show that the
customer experience matters across the organization, at every step
of the customer journey. This includes:
 • The honesty of their marketing campaigns
• The transparency of their pricing models
• The ease of their sales cycle
• The quality of their actual products or services

Customer service objectives

The primary objective of customer service is to be the customer's
champion. This means answering customer questions quickly and
effectively, resolving issues with empathy and care, documenting
pain points to share with internal teams, nurturing relationships, and
improving brand credibility.
When customer service teams master their more direct objectives,
they help the organization to meet more cross-functional objectives,
including:
 Improving customer retention
 Boosting customer loyalty
 Increasing customer lifetime value
 Reducing customer churn
 Creating a better customer experience

What is a Customer-focused Organization?

A customer-focused organization is a company that spends energy
and effort on satisfying internal and external customers by first
identifying customer needs, then establishing policies, procedures
and management and reward systems to support excellence in
service delivery.
 Factors Related to Customer-focused Organizations

§ They have internal and external customers.

§ Their focus is on determining and meeting customer needs.
§ Information, products and services are easily accessible.
§ Policies are in place to allow employee decision-making.
§ Management and systems support and reward employees.
§ Reevaluation of business strategies and systems is ongoing.
Examples of Customer Service
v ü Calling the customer by name
v ü On-time delivery
v ü Easy-to-use and functional web site
v ü Excellent follow up
v ü Accessibility when and where the customer wants it
v ü Well-explained instructions

Understanding of Satisfaction
Is the customer’s overall feeling of contentment with a
 DIRECTION: Answer the following questions in not less than 3
sentences.

1. Discuss the 4 key principles of good customer service.

2. Discuss briefly the 3 most important things in customer
service.
Application 3. Using RUMBA, evaluate your personal goals in regard to career.
Do they meet the criteria of a RUMBA goal? If not, how might
you change the goals so they meet the criteria?

Excellent student! You have just finished Module 1, lesson 1-3.

Should there be some parts of the lesson which you need
clarification, please ask you instructor during your virtual/online class
Closure interactions.

Now if you are ready, please proceed to Module 1; Lesson 1 for

week 6 of the course subject oa7 which will discuss about Verbal and
non-verbal communication skills.