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THE AREA AGENCIES ON AGING
ASSOCIATION OF MICHIGAN
27th Annual Conference
May 15-16, 2014
Kellogg Center
Michigan State University
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Customer Service
Susan Mutty
Business & Community Institute
Lansing Community College
Objectives
 Recognize the impact of customer service on your
organization.
 Assess and identify skills that will help you
respond to dissatisfied customers.
 Use best practices for turning difficult customer
situations into positive interactions.
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Customer Service
Definition
Service is giving something
of value in exchange for
time, money, loyalty or
gratitude.
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Customer Value
Circle
Front line
service
departments
Customers
Value
Internal service
departments
Executive
Leadership
& Support
Value
Value
Customers
SOURCE: Albrecht, Karl, The Only Thing That Matters, p. 12
© 1991, Karl Albrecht
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The Hierarchy of
Customer Value
Exceeded
Expectation
Desired
Expected
Basic
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Moment of Truth
A Moment of Truth is the
instant a customer comes into
contact with any aspect of
your organization and forms
an opinion about the quality of
your service.
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Cycle of Service Model
End Cycle
Unload cart
Begin Cycle
Enter
parking lot
Exit store
Find space
Meet
cashier
Enter
store
Get cart
Wait in
line
Enter check
lane departments
Select merchandise
Check
directory
Visit
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Ask clerk for assistance
Cycle of Service
End Cycle
Begin Cycle
MOMENTS OF TRUTH
FOR YOUR BUSINESS
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HEAT

Hear them out

Empathize

Apologize

Take responsibility
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HEAR THEM OUT
Customers want to know you are
LISTENING.
 Take notes.
 Be quiet.
 Acknowledge with positive non verbals.
 Make eye contact.
 Ask open-ended questions, if necessary.

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Hear…
“What happened?”
 “I’d like to hear your concern.”
 “Please help me understand the
problem.”


Summarize customer’s complaint, then:
“Did I hear you correctly?”
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EMPATHIZE
Customers want to know you
UNDERSTAND.
 Acknowledge facts.
 Acknowledge the customers point of
view.
 Acknowledge and label the customer’s
feelings.

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Empathize…
“I can understand how you might be
upset…disappointed…surprised…”
 You must be (frustrated, anxious,
upset) because this wasn’t what you
expected.”
 “I can see how that might have felt in
your situation.”

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APOLOGIZE
The customer wants to know you CARE.
 Apologize without accepting blame.
 Use a neutral tone of voice.
 Uphold your organization’s integrity and
reputation; do not place blame.
 Do not apologize profusely.

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Apologize…
“I’m sorry this happened.”
 “I apologize for the inconvenience.”
 “I’m sorry ______ didn’t meet your
expectations.”
 “I’m sorry this ______ upset you.”

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TAKE RESPONSIBILITY
The customer wants to know you will
DO SOMETHING.
 Focus on what you can do rather than
what you cannot do.
 Refer to someone who can help if you
cannot.
 Follow up as you have committed to do.
 Take preventive action.

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Take Responsibility…
“Let me take care of this for you.”
 “I can help you with that.”
 “Here’s what I would like to do…”
 “Here’s what I can do…”
 “I will refer this to someone who can
help and then get back to you.”

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Develop a Walker into a Talker

Walkers pose the biggest public
relations risk.

Walkers offer the greatest customer
service opportunity.
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Behaviors of Walkers
Sarcasm – “Great!”
 Confusion – “You mean I can’t really…”
 Surprise – “You're kidding, right?”
 Withdrawal – “Fine, whatever.”
 Disgust – Negative nonverbal, walks!
 Skepticism – “You said that before.”
 Shame/Guilt – “I don’t want to

inconvenience you.”
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Develop the Walker
Reinforce his/her value as a customer.
 Use HEAT techniques.
 Revisit expectations.
 Ask: “What questions do you have?
 Say: “Help me understand your
concerns”

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Why Use HEAT Steps in Order?

The first three steps diffuse emotion.

Hearing the customer out creates an
opportunity for everyone to be more
rational.

Apologizing before listening and
empathizing might be perceived as
insincere or patronizing.
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When Not to Take the
HEAT

Profanity or abusive language

Inappropriate behavior

Physical threats
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Tips for Keeping COOL

Keep you sense of humor.

Don’t take it personally.

Replay positive customer feedback.

Remember the 80/20 rule.
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Additional Resources


The article “Cooling the Customer With HEAT” is
available at www.mi-seniors.net
Customer service self assessment website:
http://www.goer.ny.gov/Training_Development/sld/
gws/job_aids/CustomerServiceSelfAssess.cfm
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