CHAPTER 15 INTRODUCTION TO VISION AND MISSION OF A SERVICE When workplace culture aligns with your employees, they’re

ORGANIZATION more likely to feel more comfortable, supported, and valued.

Service Organization Companies that prioritize culture can also weather difficult
A service organization exists to interact with customers and to satisfy times and changes in the business environment and come out
customer’s service requirements. These organizations focus on delivering stronger.
expertise, skills, or solutions to meet the needs of their clients. Service  Culture is a key advantage when it comes to attracting talent
organizations play a crucial role in various sectors, including finance, and outperforming the competition. 77 percent of workers
healthcare, consulting, education, technology, and more. consider a company’s culture before applying, and almost half
of employees would leave their current job for a lower-paying
Vision opportunity at an organization with a better culture. The culture
A vision statement outlines the organization's aspirations and future of an organization is also one of the top indicators of employee
direction. It paints a picture of what the organization aims to achieve in the satisfaction and one of the main reasons that almost two-thirds
long term. (65%) of employees stay in their job.
Example: "To be the global leader in sustainable technology solutions,
driving positive change for the environment and society." Key factors that influence a company's culture:
 Leadership
Mission One of the most important aspects of a healthy company
A mission statement outlines the fundamental purpose of the organization, culture is effective leadership. Managers who support their
including its core values, target audience, and the primary activities it employees and care about their success can help improve their
engages in to fulfill its purpose. employee's confidence, clearly define expectations and
Example: "Our mission is to provide innovative and reliable technology cultivate a sense of community among their teams. When
solutions that empower businesses to thrive, while maintaining companies promote leaders who are excellent communicators
a commitment to environmental sustainability and social with genuine compassion for their employees, the culture often
responsibility. “ benefits.
 Work-life balance
Vision and Mission of a Service Organization
Another key component of a positive company culture is work-
This are foundational elements that define its purpose, values, and
life balance. When employees feel capable of succeeding,
strategic direction. These statements serve as guiding beacons, shaping the
they're often more likely to find fulfillment in their roles. By
organization's identity and providing a framework for decision-making and
setting expectations that are both reasonable and achievable,
goal-setting.
and allowing employees to make time for their families and
needs, companies can create happy and thriving cultures where
Vision of the Service Organization:
employees don't feel stress from too much responsibility.
The vision statement of a service organization articulates its
 Appreciation
future aspirations and overarching goals. It paints a compelling picture of
Showing care for employees can create an environment of
what the organization aims to achieve in the long term.
mutual support and loyalty. By helping them advance in their
The vision serves as a source of inspiration and motivation for
careers, companies can make it easier for employees to grow in
employees, stakeholders, and clients. It communicates the organization's
their roles and offer their experience and skills to the company
ultimate destination, reflecting its commitment to making a positive
for longer periods of time. In doing so, the business can
impact in the world.
promote its sense of community and show its employees the
Mission of the Service Organization company appreciates and values their unique efforts and
The mission statement outlines the fundamental purpose of the contributions.
service organization. It defines the core values, target audience, and  Community
primary activities undertaken to fulfill its broader vision. Cultivating a sense of community is extremely important for a
The mission statement provides clarity on why the organization successful corporate culture. Promoting effective teamwork,
exists, what it seeks to achieve, and how it intends to make a difference. It communication and shared goals among team members can
acts as a guiding force for strategic decision-making and daily operations. help them feel like they're contributing to something larger
than their own positions. Companies can create a sense of
CHAPTER 16 CULTURE AND VALUES OF AN ORGANIZATION community by practicing intentional hiring practices, and by
What is Culture of an organization? bringing in new hires who fit in well with existing teams and
 It is the set of values, beliefs, attitudes, systems, and rules that express the same values as the company.
outline and influence employee behavior within an  Equality
organization. The culture reflects how employees, customers, Companies that encourage fairness and shared values can
vendors, and stakeholders experience the organization and its influence a more positive corporate culture. By listening to
brand. employees and embracing their values, organizations can
 Culture is the environment a company creates for its employees promote employee goals and enhance the work environment.
through programs, behaviors and hiring processes. A great Equality in the workplace means emphasizing respect and
organizational culture is the key to developing the traits ensuring employees feel safe, valued and understood by both
necessary for business success. their team members and supervisors.
 Organizational culture includes an organization’s expectations,
experiences, philosophy, as well as the values that guide What are Organizational Values?
member behavior, and is expressed in member self-image,  A company's values are the guiding principles that inform its
inner workings, interactions with the outside world, and future decisions, actions and behaviors. Many companies establish a
expectations. Culture is based on shared attitudes, beliefs, set of core values they use to inform leadership, employees and
customs, and written and unwritten rules that have been customers about their beliefs, commitments and priorities.
developed over time and are considered valid.  Values can have a direct impact on a company's culture because
 Organizational culture affects the way people and groups culture is often an expression of the company's values. By
interact with each other, with clients, and with stakeholders. establishing set values, businesses can help communicate the
Also, organizational culture may influence how much goals for their organization and help employees and leadership
employees identify with their organization. understand the motivators behind company decisions.
 Organizational values are a set of core beliefs held by an
What is the importance of culture to your company? organization. They act as guiding principles that provide an
 Organizational culture affects all aspects of your business, from organization with purpose and direction and set the tone for its
punctuality and tone to contract terms and employee benefits.
 interactions with its customers, employees and other Calm under pressure: Customer service agents should be well- tempered
stakeholders. enough to remain calm and pleasant in any interaction, even when they
 Your organizational values should be authentic and unique to perceive a customer is being short with them.
your company. They should state clearly how you expect the
people who work for you to act and guide them in their Customer service channels you should be using
decision-making. - Phone
- Mobile messaging
Why is it important to know the difference between culture and values? - Social media
 It's important to know the difference between culture and - Email
values because they can each influence different aspects of a - Chatbot
business' operations. Each deserves unique attention and focus. - Self-service
By establishing and following through on values, companies can
often see benefits in their culture. Also, by enforcing those CHAPTER 19 IMPORTANCE OF CUSTOMER
values and improving culture, organizations can improve their CUSTOMER – an individual or business that purchases another company’s
credibility, along with the happiness and productivity of their goods or service.
teams. In business, both culture and values represent important
aspects that can influence success, productivity and public EXAMPLES:
perception. NEW CUSTOMERS - Newcomers are likely going to have a few questions
Examples of Values: about how things work but might not always know how to ask.
 Integrity IMPULSE CUSTOMERS - This type of customer is quick to buy when
 Innovation something catches their eye but isn’t always the best at reading the fine
 Passion print.
 Accountability ANGRY CUSTOMERS - Unfortunately, there will be times when customers
 Respect are not too pleased with your operations—and it’s important that you
 Teamwork know how to deal with angry customers
 Commitment LOYAL CUSTOMERS - Loyal customers are the backbone of any successful
 Trust business and are typically every brand’s best customers
 Collaboration
 Diversity UNDERSTANDING CUSTOMER
 Honesty Businesses often honor the adage "the customer is always right" because
happy customers are more likely to award repeat business to companies
CHAPTER 18 WHAT IS CUSTOMER SERVICE who meet or exceed their needs.
Customer service Customers are categorized in many ways. Most commonly, customers are
- The practice of providing existing and potential customers with classified as external or internal.
support to enhance their satisfaction with the company and its  External customers are dissociated from business operations
products or service. and are often the parties interested in purchasing the final
goods and services produced by a company.
WHY CUSTOMER SERVICE IS IMPORTANT?
 Internal customers are individuals or businesses integrated into
Customer service is important because an adept support structure can
business operations, often existing as employees or other
boost customer retention, help attract new business, increase sales among
functional groups within the company.
your existing customer base, and improve your customer experience.
IMPORTANCE OF KNOWING YOUR CUSTOMERS
You don't need anyone to describe how important customers are for a
BENEFITS OF CUSTOMER SERVICE
business. When there is no customer, there is no business. Knowing them
Customer retention: The first and most obvious advantage of having a
and gaining insights into their needs is the best way to retain your existing
customer service plan in place is to keep customers happy.
customers while acquiring new ones.
Employee retention: Customer service isn't just for customers. It also helps
keep employees with the company.
KNOWING YOUR CUSTOMERS MEANS:
Troubleshooting and problem-solving: Businesses have to take care of
Adapting to the changing needs - Customer demands keep changing, and
their customers' problems. But companies that take a proactive approach
keeping up with the trends is a hurdle for businesses of any size.
tend to do better.
How to communicate - To communicate with customers, you need to
Referrals: Consumers who have a good experience usually pass on that
understand their language, interests, gender, age, demographics, etc.
information to others, whether that's through word-of-mouth to people
Building strong relationships - Acquiring new customers is more costly
they know, customer reviews, or social media mentions.
than retaining old ones. Therefore, getting to know your customers can
Brand boost: Businesses that show consumers they care through customer
convert them into a loyal base, and fulfilling their needs makes them
service help increase their brand equity. This also leads to more referrals
satisfied and attached to the business for a long time.
and, therefore, an increase in sales.
Competitive advantage: Having a good customer service base sets a
REASONS WHY IT’S IMPORTANT TO KNOW YOUR CUSTOMERS:
company apart from its competition.
Product development - Getting input from customers through surveys is
EXAMPLE TRAITS OF GOOD CUSTOMER SERVICE like getting a roadmap to success for brands.
Speed: Businesses should provide their service quickly. If there's problem, Customer retention - Customer acquisition is nearly five times more costly
it should be resolved as soon as possible. Customers don't want to wait to than customer retention.
get an issue resolved or to have their questions answered. Improving customer service - Today's customers are looking for brands
Option for self-service: It's important to allow customers the option to with better services, where they are treated more like humans than a bot.
help themselves, whether that's through an automated service or self- Building trust - Ask customers what they want and expect from you, and
service through the checkout. then try fulfilling their needs; they will become your loyal customers.
Listening and empathy: Customer service only goes so far if the business
IMPORTANCE OF CUSTOMERS TO BUSINESSES
doesn't listen and empathize with the customer.
 Customers are the lifeblood of every company; without them,
Being proactive: One of the key traits of good customer service is being
there would be no business.
proactive.
 Customers are essential because they can help promote brands
Responsive: Even if you can’t address a customer’s needs right away, you
and businesses.
can still make them feel seen and heard by acknowledging their request
and telling them you ’ll assist them when you can.
  Customers can once again provide valuable feedback to To make customers happy:
businesses.  Being responsive to the customer
 Customers can help businesses better target their  Treating them with respect
advertisements.
 Customers are critical because they represent the future.

CHAPTER 20 TYPES OF CUSTOMER SERVICE INTERACTION Customer Service Basic Principles

ACCOUNTABILITY RELIABILITY
 The quality or state of being accountable, the obligation of  Customer Expectations- are what customers perceive to be
willingness to account for one’s action values they seek before or after they purchase a product or
BENCHMARK service.
 A standard or a set of standards used as a point of reference for  Exceeding Customer Expectations- it is how we can be assured
evaluating performance or level of quality; it maybe drawn from that customers will be back.
a company’s own experience, from experience of other firms or RESPONSIVENESS
companies in an industry or from legal requirements Possessing a sensitivity to another party’s needs as characterized by a
CONTACT CENTER quickness to respond appropriately to given situations
 A customer service facility that houses inbound and outbound 2 Areas to consider when considering how customer service and its
communication channels of a company such as phone, practice may be considered efficient: Speed and Quality.
voicemail, email, website, and a regular mail ACCOUNTABILITY
CRM/ CUSTOMER RELATIONSHIP MANAGEMENT An obligation to account for activities, accept responsibility for them, and
 a process in which a business or other organization administers to disclose results in a transparent manner.
its interactions with customers, typically using data analysis to  Accept/Own responsibility for customer satisfaction
study large amounts of information.  Focus on problem resolution
CUSTOMER  Never pass blame or make excuses
 One that purchases a commodity or service; a party that  DO NOT make up answers
receives or consumes products and has the ability to choose COMMUNICATION
between different products or suppliers; end-user The two-way process of reaching a shared or collaborative understanding
CUSTOMER CARE where participants exchange information and create and share meaning.
 A division variant like technical support; also used  Clarity of Communication
interchangeably with customer service; assistance provided  Feedback
over the phone, through email, or with a live-chat interface for
DEVELOPING A SERVICE ORIENTATION
issues of a non0technical nature
A LEADER...
CUSTOMER DRIVEN
Works to understand and anticipate the needs of internal and external
 Offerings, plans, or strategies motivated by customer demand
customers
CUSTOMER SERVICE
THE COMPETENCIES
 A series of activities designed to enhance the level of customer
1. Personal Competence
satisfaction; sometimes used interchangeably with customer
2. Social Competence
relations or customer care
Personal Competence
CUSTOMER EXPECTATION
Self-Awareness
 A perceived-value customers seek from the purchase of a good
- knowing yourself really well. Having a clear understanding of
or service; a contact center benchmark
your own thoughts, feelings, strengths, weaknesses, and how
CUSTOMER SATISFACTION
you behave in different situations.
 A measure of how products and services suppliesd by a
Self-Regulation
company meet or surpass customer expectation; driven or
- having control over yourself. It's about managing your thoughts,
detrmined by customers
feelings, and actions in different situations.
CUSTOMER SUPPORT
 Range of services provide to assist customers in making cost- Motivation
effective and correct use of a product and includes assistance in
planning, installation, training, troubleshooting, maintenance, - It's what gets you going and keeps you going when you want to
upgrading, and disposal of the product; used interchangeably achieve a goal or complete a task.
and loosely with technical support Social Competence
RELIABILITY Empathy
 An ability to consistently performs its intended or required - stepping into someone else's shoes and understanding how
function or mission, demand and without degradation or failure they feel. It's about seeing things from their perspective and
RESPONSIVENESS feeling what they might be feeling.
 Quick to react or respond appropriately Social Skills
- tools you use to interact with other people and get along with
SERVICE them. They help you communicate, make friends, and work
 A valuable action, deed, or effort performed to satisfy a need or together with others effectively.
to fulfill a demand; also commodity or product CHAPTER 22 CUSTOMER SERVICE PRINCIPLE & PRACTICES
UBIQUITOUS What is customer service?
Customer service is the assistance and support provided by a
 Existing everywhere, or seeming to exist everywhere company to its customers before, during, and after purchasing a product or
TECHNICAL SUPPORT service.
 User-friendly assistance for individuals having technical Importance
problems with electronic devices where a technical support It enhances customer satisfaction, fosters loyalty, and builds brand
team is composed of individuals familiar with the ins and outs reputation.
of a device; may be provided over the phone, through email, or Key principles of customer service
with a live-chat interface. 1. Listen actively to customers' needs and concerns.
2. Be empathetic and understanding
CHAPTER 21 DEALING WITH CUSTOMERS
3. Be empathetic and understanding
Service Orientation
4. Offer personalized solutions.
Giving customer satisfaction a high priority
5. Strive for continuous improvement.
Effective communication  Personalization
- Clear communication is essential for delivering exceptional The truth is, your customers already expect highly personalized
customer service. service. And while consumers are often reluctant to share
- Use positive language and tone. personal information
- Practice active listening to understand customers' requirements
fully.

Building Rapport
 Establishing rapport helps in creating a positive customer CHAPTER 24 INTERNAL COMPANY METHODOLOGY AND STANDARDS
experience. Introduction
 Show genuine interest in customers preference and experience Each organization has their own standards and methods on how to keep up
 Use personalized interactions to strengthen the relationship. with these standards to ensure quality. In today's session, we will talk
about the basics standards within an organization.
Problem Solving
It refers to the ability of businesses and their employees to identify, Service Qualities vs. Service Standards
analyze, and resolve issues or challenges faced by customers effectively A Service Quality is a quality or ideals that describe the basic ways an
and efficiently. organization treats its customers. A Service Standard is a quality or
1. Anticipate and address customer issues proactively. objective of a service that a service provider aims to achieve and maintain,
2. Empower employees to resolve problems promptly. measured in terms of the corresponding performance indicators, service
3. Follow up with customers to ensure satisfaction levels, and targets
Service Quality Service Standard
HANDLING DIFFICULT SITUATIONS Be attentive Make eye contact within 5
- Remain calm and composed. seconds answer customer's query
- Acknowledge the customer's concerns without becoming right away
defensive. Show courtesy Open the door for the customer
- Offer solutions and alternatives to resolve the issue. Take ownership for helping the Always give your name to the
Going the Extra Mile customer customer
1. Exceed customer expectations whenever possible. Promptly answer the phone. Phone must be answered within 3
rings
2. Personalize the service to make customers feel valued.
Be presentable. Business attire at all times
3. Offer additional assistance and support.
Customer Feedback
- Encourage customers to provide feedback on their experience. Why are Service Standards Important?
- Use feedback to identify areas for improvement  Service standards gives your organization a clear image
- Show appreciation for feedback, whether positive or negative.  Service standard are a great management tool for measuring
how well target levels of service are met by the members
CHAPTER 23 DELIVERING EXCELLENT CUSTOMER SERVICE
WHAT IS DELIVERING EXCELLENT CUSTOMER SERVICE? Criteria for Effective Service Standards
ANTICIPATING YOUR CUSTOMERS' NEEDS BEFORE THEY EVEN  Specific
HAVE TO TELL YOU. PROACTIVE CUSTOMER SERVICE IS WHAT HAPPENS  Concise
WHEN A BUSINESS TAKES THE INITIATIVE TO HELP A CUSTOMER BEFORE  Measurable
THE CUSTOMER CONTACTS THEM FOR HELP. IT MEANS TRYING TO
 Based on customer requirements
RESOLVE PROBLEMS AT THE FIRST SIGN OF TROUBLE.
 Written into job description and performance reviews
MOST IMPORTANT RULE  Jointly created with the members
IN PROVIDING EXCELLENT CUSTOMER SERVICE IS TO BE  Fairly enforced
FRIENDLY. TRY TO GREET CUSTOMERS WITH A SMILE AND ALWAYS BE
What is Total Quality Management?
COURTEOUS AND RESPECTFUL. BE PROACTIVE BY PAYING ATTENTION TO
Total Quality Management is a management system for a customer-
THE CUSTOMER'S NEEDS AND OFFERING HELP OR RECOMMENDATIONS
focused organization that involves all employee in continuous
BEFORE THEY ASK.
improvement of all aspects of the organization.
5 WAYS TO DELIVER EXCELLENT CUSTOMER SERVICE
 Channel choice Metrics vs. KPIs
Customers want to connect with you on the same channels they Metrics are any standard of measurement. Key Performance Indicators or
use to talk to friends and family. So being able to help a KPIs are metrics that give an indication of an organization's performance
customer on their preferred support channel is one of the best and can be used as a driver for improvement.
ways to create an excellent customer service experience.
Steps in Developing Service Standards
 Empathy 1. Define your service sequences.
That starts with empathy, which means putting the customer at 2. Map out the steps
the center of everything you do and being driven to help them 3. Determine your experience enhancers.
—not seeing them as an annoyance to handle, but as the hero 4. Convert your experience enhancers into standards.
of your story. It’s a crucial customer service skill.
Goals and Performance Drivers
 Customer-centricity Goals are measurable business objectives that reflect the
Truly customer-focused organizations collect customer feedback organization's mission and vision.
in every channel and share that information across the Performance drivers are measured processes and behaviors
company to help guide business decisions that influence achieving the organization's goals.

 Proactive support
When things don’t go as planned, your customer might let you
hear about it. And now one issue has become two: fixing the
original problem and trying to turn an angry customer into a
happy one.