1. Chapter 4 Attitude, Angry Customers, and Relationship Building
4/15/2017
Chapter 4 Attitude, Angry Customers, and Relationship Building
Objectives
Describe a customer-oriented attitude
Recognize situational examples that elicit rage reactions in customers
Identify actions CSRs can take to ensure delivery of comprehensive customer services
Describe the customer service benefits of the teamwork approach in organizations
Chapter 4
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

2. A Customer-Oriented Service Attitude
“The purpose of business is to create a customer” Peter Drucker
The ACSI (American Customer Satisfaction Index)
Tracks trends in customer satisfaction and provides valuable benchmarking of the consumer economy
Chapter 4
The World of Customer Service, 2e Odgers

3. The Power of a Positive Attitude
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The Power of a Positive Attitude
Positive self-talk can help each of us build a positive, winning customer service attitude.
Tips to help keep your attitude up:
Engage in positive self-talk
Focus on successes rather than negatives
Use your break time effectively
Keep in mind your overall goals
Be kind to yourself
Take your sense of humor to work
Chapter 4
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

4. The World of Customer Service, 2e Odgers
4/15/2017
Customer Rage
Findings of Report by Customer Care Alliance and ASU School of Business, released in November 2005:
70% of 1,012 survey respondents experienced customer rage, relating that their most serious recent consumer problem made them “extremely” or “very” upset.
Customers don’t become dissatisfied because of problems, but with the way they are handled.
Chapter 4
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

5. Delivering Comprehensive Service
4/15/2017
Delivering Comprehensive Service
Customers often filter their service depending on
How the customer feels that day
Experiences the customer has had that day
Experiences the customer has had in the past with the CSR or company
Experiences the customer’s friends or family have had with the company
The setting, environment, and circumstances of the current interaction
Chapter 4
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

6. CSRs and the Adversity Quotient®
4/15/2017
CSRs and the Adversity Quotient®
Paul Stoltz, author of Adversity Quotient Work, defines AQ as
A precise, measurable, unconscious pattern of how people respond to adversity.
Core elements are control, ownership, reach, and endurance.
CSRs should have high AQs.
Chapter 4
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

7. Customer Service Rules and Guidelines
4/15/2017
Customer Service Rules and Guidelines
Red rules
Prescriptive and must be followed exactly as specified
Examples: safety issue or legal obligation
Blue rules
Optional and can be modified on a case-by-case basis
Examples: return policies, hours of operation
Chapter 4
The World of Customer Service, 2e Odgers
WOCS-2 (Odgers)

8. Building a Teamwork Approach to Customer Service
Internal customer service refers to service directed toward others within the organization.
For example, level of responsiveness, quality, communication, teamwork, and morale
Good teamwork shows customers that the company is organized and everyone is moving toward satisfying the customer.
Chapter 4
The World of Customer Service, 2e Odgers

9. Teamwork Communication
Critical in serving customers
To promote teamwork, CSRs need to
Focus any negative feedback on a specific task, not on a co-worker’s personality.
Compliment a teammate when he or she is observed doing something well.
Chapter 4
The World of Customer Service, 2e Odgers

10. The World of Customer Service, 2e Odgers
Teamwork Strategies
Support your teammates with information
Discuss new policies
Identify areas for improvement
Show pride in yourself and your coworkers
Chapter 4
The World of Customer Service, 2e Odgers