1. AOHT Delivering Great Customer Service Unit 2, Lesson 3 The Psychology of Customer Service Copyright © 2007–2014 National Academy Foundation. All rights reserved.

2. Psychology is the science of behavior Psychology tries to explain why people do the things they do—for example, why some customers might yell or why other people can still be cheerful even if they’re having a bad day. How do you think psychology can help you be a better customer service provider?

3. Motivation is an important part of psychology Psychologists study what causes people to act in a certain way, or what motivates them. Consumer motivation explains why people choose to buy certain products or services or why people choose to buy from a specific company. Can you remember any theories about consumer motivation you have learned?

4. Maslow’s Hierarchy organizes people’s needs into categories

5. An activity or a purchase can fulfill more than one need at the same time

6. Different cultures place needs in a different order from Maslow’s Other cultures might prioritize needs in a different way. Can you think of an example of how another culture might look at Maslow’s Hierarchy differently?

7. People have other important psychological needs The Need for Control The Need for Choice What products or services can you think of that meet these needs? The Need for Engagement

8. Great customer service involves connecting with the customer Customers today have lots of choices. A business needs to stand out in the crowd. How does a business do that? Outstanding customer service.

9. Psychology can explain bad customer service If customer service is so important, why do you think so many people get it wrong?

10. Customer Service requires “emotional labor” Can you think of some hospitality and tourism jobs that involve emotional labor? Can you think of jobs outside the hospitality industry that involve emotional labor? Emotional labor jobs: Involve interaction with external customers Require employees to try to produce a specific emotional reaction in customers Expect employees to control their own emotional responses and behaviors

11. In customer service, use the Platinum Rule What do you think the difference is between these two rules? Golden Rule: Treat others as you would like to be treated. Platinum Rule: Treat others as THEY would like to be treated.

12. Understanding psychology is key to delivering great customer service The study of psychology helps us to: Recognize and fulfill customers’ needs Understand what motivates different customers Connect attitude to needs and motivation Develop positive relationships with customers Remember the importance of the Platinum Rule