Know

Lesson 10: Handling Customers’ Complaints

A call center often becomes a frontline customer service, as many

busy people turn to the Internet to get their business needs met. This means
a call center may be receiving the bulk of customer complaints, as well as
questions and transactions. As a call center practitioner, are you ready to
handle the challenge of a frustrated, angry customer?

Customers complain because they believe they have been treated

unfairly. They should be treated special because they are giving the business
the opportunity to solve the problem and retain them as customers.

When a complaint arises, there are two factors to be considered:

1. the customer
2. the complaint

Complaints may be prevented if you try considering how customers are

pleased. The top three issues concerns of customers to be satisfied are
reliable agent, enjoyable business transaction, and trustworthy people.

Table 22. Top Concerns of Customer Satisfaction

 Reliable agent Customers want to know they can depend on
you. They want to do business with people who will
keep their word and do what they say they will do.
 Enjoyable Customers want to be looked after by people
business who will go the extra mile to ensure they get what
transaction they want and deliver more than what was
promised.
 Trustworthy Customer perception is important.
people Remember, everything that the customer hears will
shape their opinion of you, your service and
products and the company in which you work.
Serve the client by feeling good to provide well
customer service experience, and you will increase
the customer’s confidence.

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 On the other hand, customer complaints are also valued. They tell the
company:

 what its faults or shortcomings are;

 where the company needs to improve; and
 why the company or the brand is not selling well.

Preliminary Activity

DIRECTION: Use the chart to assess your skills in handling customers’

complaints. Place a check () or cross () in the column
provided. Do this in your notebook.

1. I can respond to complaints promptly and

empathetically.
2. I can address customers’ complaints with clear, direct,
accurate, and timely response.
3. I can establish details of complaints and use basic
remedies in accordance with enterprise policy.
4. I can implement appropriate referral or hands-off
procedures as required.
5. I can refer complicated concerns to higher authority.

10.1 Protocols for Handling Difficult or Irate Customers

How would you feel if you were the one making the complaint? That is
the first thing you need to think when dealing with complaints. Empathy and
understanding are paramount to giving good customer service, whether in
sales, customer service, or customer complaints departments.

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 Try these methods of responding to customer complaints:

Table 23. Methods on How to Respond to Complaints Promptly

 Treat At the time the complaint is made,
complainants as customers want to feel valued. Ensure that
valued customers. you make the customer feel that the call is
important to you and you are very much willing
to listen and serve.
 Accept ownership Apologize to customer for the problem that
of the problem. arise. Don't blame others. The power of the
word, “sorry” is immense. An early apology in
the conversation is often the key to managing
the call without having to escalate it. Thank
the customer for bringing the problem to your
attention.
 Use the person’s The sound that people most like to hear
name often, and from others is the sound of their own names.
with care. Use expressions such as:

“I appreciate your concern, Sir Robert”

“I can understand why you feel the way you do,

Miss Verna.”
 Listen attentively Let the customer talk. Say something to
to what your them to let them know you are listening well.
customer is
saying.
 Be understanding. Remember, the person is complaining
about your business, not about you personally.
Be calm, cheerful and helpful. If possible, let
the customer know that you will take
responsibility for solving the problem.
 Be sure to get all If necessary, repeat the complaint to the
relevant customer and get agreement that you
information. understand the customer’s point of view. If the
customer says you haven’t got it right, never
say:
“You don’t understand what I have said.”
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 Instead, always say,
“I am sorry I haven’t made myself clear.”
Always take responsibility for being heard
and understood.

10.2 Process of Handling Customer Inquiries

Prevention is better than cure. Preserving the relationship with

customers is always the main concern in handling complaints.

Your first move is to offer a solution that meets the expectations of the
customer. Remember that your goal is to maintain the relationship and keep
the customer, and that means providing satisfaction. The saying, “The
customer is always right,” is also true in the case of a complaint.

In Figure 14, read how a

representative addressed a
customer complaint.

This is an example of
combining emotional understanding
"Okay, I really understand and
with control. Rapport and trust are
agree with you that this is very
necessary before you can move
unbelievably /frustrating /annoying
forward. Keep control obviously, but
/stressful /upsetting/ enraging to you,
but for me to help you I must work involve the other person in your
within our process.” thinking and decision-making.

Figure 14. Control of Situation

Repeat the complaint by using the notes you made while listening to
the customer complaining. This demonstrates that you have a secure grasp
of the problem. Keep your tone measured and calm, and ask a closed
question at the end to check if you have a full understanding.

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 A good way to make sure that you know exactly what the problem is to
use calm and kind words like:

“I understand that you are upset, and rightly so, that the gadget you
bought is not working well.”

By now, the customer should at least be ready to let you help them.
Assure them what exactly you are going to do and explain the realistic options
available.

If the customer wants something that is not possible, apologize, give

reasons why this is not an available option, and then tell them what you can
do for them.

Moreover, if you can minimize passing them from department to

department, this will also help them to remain calm and listen to any options
you put forward.

If a solution is becoming difficult, ask the magic question:

“What do you think we should do that will solve the problem and
be fair to you and the company?”

Then wait for the customer’s response. In most cases, the customer
will require you to do less than you were willing to do, so accepting this
solution will not be difficult. You may even decide to ask this question before
you have to negotiate. The benefit of asking it earlier is that you will nearly
always be able to settle on the customer’s terms.

After getting the situation under control and fixed, apologize for the
inconvenience. Hope it does not affect their impression on the company.
Maybe throwing a nice word indicated in the box below will create a smile on
the customer’s face.

“Have a nice day.”

“Thank you for calling. Hope to serve you again.”

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10.3 Acknowledging the Situation and Providing Appropriate Response

Once you have all the list of the complaints, act immediately in
accordance with the procedures of customer service policy.
An enterprise policy needs to be a living document that staff may
access and refer to. Policies are meant to be there as a guide to allow a staff
to know what to do in a certain situation.

What can you do to remedy the arising problem? Here are the basic
tools from an enterprise’ customer service policy:

Empowerment

Responsibility

Figure 15. Basic Remedy

 Empower staff. Customer service representative should

know how to provide solutions to customers
and have the authority to handle complaints in
a friendly and professional manner.
 Give responsibility. Give frontline staff responsibility to
resolve complaints in the first instance.
 Train Proper training on customer-complaint-
representative. handling techniques is a big help to manage
unreasonable customer behavior.

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 Process

Task 1: Review Handling Customer Complaints

This time, we will measure your knowledge regarding empathizing and

remedying customer complaints. Match the terms in column A with the ideas
in column B. Write your answers in your notebook or in a separate sheet of
paper.

A B
_____1. Treat complainants as A. "Okay, I really understand
valued customers. and agree with you that this is
very stressful to you, but for me
to help you I must work within
our process.”
_____2. Act and speak calmly. B. If necessary, repeat the
complaint to the customer and
have an agreement that you
understand the customer’s
point of view.
_____3. Use the person’s name C. Accept ownership of the
often and with care. problem, then apologize.
_____4. Listen attentively to what D. “I can understand why
your customer is saying. you feel the way you do, Sir
Robert.”
_____5. Be understanding. E. Make the customer feel
that his/her call is important to
you.
_____6. Be sure to get all F. Let the customer talk.
relevant information.
_____7. Control of situation G. Keep in mind that the
person is complaining about
your business, not about you
personally.
_____8. Empower staff H. Proper training on
customer-complaint-handling
techniques helps manage
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 unreasonable customer
behavior.
_____9. Give responsibility. I. Customer service
representative should know
how to provide solutions to
customers and have the
authority to handle those
complaints.
_____10. Train representative. J. Put in charge the frontline
staff to resolve complaints in
the first instance.

Task 2: Research Work

This time, you and your groupmates are tasked to look for a contact
center policy on how to handle customer complaints. You may try to search
on websites of well-known BPO in your community. Put a check () mark on
the items which may also be found in the policy you have selected. Do this in
a separate sheet of paper.

1. Treat complainants as valued customers.

2. Act and speak calmly.
3. Use the person’s name often, and with care.
4. Listen attentively to what your customer is saying.
5. Try to be understanding.
6. Get all relevant information.
7. Practice control of situation.
8. Empower the representative.
9. Give the agent the responsibility to resolve complaint
in the first instance.
10. Train representative in communication skills.

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 Reflect and Understand

Task 3: Film Viewing

This activity will further enrich your knowledge of handling complaints

and help you reflect to become a good contact center representative. You
may do the task individually or by group.

DIRECTIONS:

1. Search for a video of a customer service rep handling complaints.

2. Download the video and present it in the class.
3. Use the guide shown below to take note of the techniques on how to
respond to complaints.
4. Discuss the notes taken.

Can respond to complaints promptly and

empathetically

Can address customers’ complaints with clear,

direct, accurate and timely response

Can establish details of complaints and use basic

remedies in accordance with enterprise policy

Can implement appropriate referral or hands-off

procedures as required

Can refer complicated concerns to higher

authority

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 Transfer

Task 4: Simulation

The previous task revealed the procedures and tips on how to respond
immediately to customer complaints. The next activity is an actual practice of
responding to customer using the available props or materials for a contact
center office. This will enable you to experience the real scenario of
acknowledging the situation and providing appropriate response.

DIRECTIONS:

1. The simulation will be done by group.

2. Create a script for the customer complaint scenario.
3. Set the props in the computer laboratory.
4. Record the simulation using video recording device like cell phone.
5. Save the video of the simulation and present it in the class for
evaluation using the rubrics below.

Scoring Rubrics
Accurate Communication Group
Weight Procedure Skills Cooperation
20% 40% 40%
The procedures for Responded to The team showed
the responses were customer complaints interest and support
3 appropriate to the with good for one another
situation communication skills during the simulation
Responded to Showed interest but
Some procedures customer, but needs needs more
2 were missing more practice in coordination with
communication skills teammates
Lacked
Practice of
communication skills Not interested and
1 inappropriate
to respond to found the task difficult
procedures
customer complaints

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 Know

10.4 Process of Referral or Handing Off Customers to Supervisors

When an agent refers a customer’s concern to another department,

which has different staffing, a handoff should never be hands-off.

The representative briefly

explains to the person taking the
concern what the customer wants.
This saves the customer the trouble
of repeating themselves. It also
proves to the customer that the
contact center rep is listening
carefully to them.
Figure 16. Handoff

Furthermore, if at any point realization of being unable to answer the

customer’s complaint comes to mind, find someone else that may be able to
help. Do this as soon as possible to avoid confusion between both you and
the customer.

“Sir / Ma’am (name), would you like to speak with _____ to give
you the information you need?”

“Sir / Ma’am (name) regarding the complaint, may I let you speak
with _____, he / she can best answer your concerns.”

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 Finally, the best person to help is a supervisor, manager, or an
associate that has been through a similar situation.

Call your manager if the customer asks you to. If you are in the
process of handling a situation and the customer demands that you call your
manager or supervisor, it is best to follow the wishes of the customer.
However, if you can avoid having to get your manager involved, do it.
Handling a situation on your own will show your supervisor that you have the
ability to deal with angry customers in a calm and kind manner.

If you cannot find someone to help you with the situation, tell the
customer politely that while wanting to help them, you do not want to point
them in the wrong direction. Thus, give him/her the least possible solution to
his/her concern.

Again, a simple procedure of referring concern to a supervisor or

higher authority is shown in Figure 17.

• Call the manager or supervisor.

1
• If the customer demands to talk with the manager,
2 follow.

• If there is no one to help, be honest with the

customer.
3
Figure 17. Procedure of Referring Concern to Superior

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 Process

Task 1: Review Handing Off Customers

DIRECTIONS: Write True, if the statement is correct and False, if the

statement is wrong. Write your answers in your notebook or in
a separate sheet of paper.

__________1. When an agent refers a customer’s concern to another

department, which has different staffing, a handoff should never be hands-off.

__________2. The representative, during handoff, should briefly explain to

the person taking the concern what the customer wants.

__________3. When the customer repeats his concern to another receiving

agent, this only proves that the contact center representative is listening
carefully and responding immediately to customer complaints.

__________4. Tell the customer to wait for your return call if you are unable
to answer the customer’s complaint.

__________5. The best person to help is a manager, or an associate that has

been through a similar situation.

__________6. Call your manager if the customer asks you to. It is best to
follow the wishes of the customer.

__________7. Handling a situation on your own will show your supervisor

that you have the ability to deal with angry customers in a calm and collected
manner.

__________8. If you cannot find someone to help you with the situation, be
honest and tell the customer politely the least possible response you could
give in accordance with the enterprise policy.

__________9. “Sir Edward, please wait for my return call, the person who
could give you the information that you need is in a meeting at this time.”
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_________10. “Ms. Reyes, regarding the complaint, I will let you speak with
Mr. Cruz, he can best answer your concerns.”

Reflect and Understand

Task 2: Interview of a Contact Center Representative

Nobody can ever give you the best answer on how to implement
appropriate referral or handoff procedure, but a contact center representative.
Thus, the activity will give you a chance to gather information from an
experienced call center agent.

DIRECTIONS:

1. Choose teammates to conduct an interview with a call center agent.

2. Write down the appropriate response or dialogue to the given question.
3. Use the chart below to guide the interview session.
4. Compare the dialogue with the other group and learn from the
gathered information.

How to transfer customer

•"____________________________
complaint to other person who _ ______________________."
can handle the problem

How to explain the complaint

to the other receving person to •"____________________________
eliminate for the customer of _ ______________________."
repeating himself/herself

How to refer a customer

•"____________________________
complaint to higher authority _ ______________________."
like supervisor

How to respond to a customer

•"____________________________
complaint if you cannot find _ ______________________."
someone to help

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 Transfer

Task 3: Proposed Action Plan for Handling Customer Complaints

Before we end the lesson, let us make a definite plan of developing

your customer service skills particularly in handling complaints. Hence, the
sample proposed action plan on the next page is illustrated to give you an
idea.

DIRECTIONS:

1. With the teacher’s facilitation, you will be guided on how to fill out the
sample action plan.
2. A plan of action is indicated in the first objective for your guidance.
3. Present the action plan.
4. Use the rubrics below to assess your accomplishment.

SAMPLE ACTION PLAN:

PROPOSED ACTION PLAN

PRACTICE HANDLING CUSTOMER COMPLAINT

OBJECTIVES:

1. Respond to customer complaints promptly and empathetically.

2. Implement appropriate handoff procedure.
3. Refer complicated concern to higher authority.

I M P L E M E N T A T I O N E V A L U A T I O N
What needs By What resources? What evidence How and when
to be done? whom indicates progress? will evidence be
and gathered?
when?
OBJECTIVE 1: Respond to customer complaints promptly with empathy.
1. Treat Learners ICT – CCS Module Performance’ scores Simulation of
complainants Everyday Related websites assessed by rubrics handling customer
as valued complaints
customers.
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OBJECTIVE 2: Implement appropriate handoff procedure.
1.
2.
OBJECTIVE 3: Refer complicated concern to higher authority.
1.
2.

Prepared by:

_______________________________
Student’s Name
_______________________________
Grade 10 – Section

Scoring Rubrics
Appropriate Presentation of Group
Weight Strategy Action Plan Cooperation
30% 30% 40%
The team informed The team showed
The strategies were
the class of the action interest and
3 appropriate in
plan clearly and with supported one
developing the skills.
set of examples. another.
The team presented
the strategies but The team showed
2 Some strategies did
there was a need to interest, but needs
not contribute to the
give more examples more coordination
development of skills.
for better with teammates.
comprehension

Strategies presented The team showed no

The presentation was
1 were irrelevant to the
incomplete.
interest and found the
development of skills task difficult.

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 Know

Lesson 11: Provide After-Sales Support and Document Events

Outstanding customer service is not about accomplishing one large

task extraordinarily well; it is about doing numerous small tasks very well that
satisfy customers. Therefore, doing customer support service is simply a
never-ending work at every level of the business.

If you are considering a position in customer support, you will need to

have the following skills:

Table 24. Contact Center Representative Skills

 Active Listening Customers want you to completely
understand their issue with the hope that you will
be able to assist them in resolving their problems
quickly and efficiently.
 Professionalism A customer representative that acts in an
un-professional manner will quickly become
unwanted and only frustrate them further. You
need to be a patient, professional and a calming
influence when interacting with customers at all
times.
 Desire to Solve This requires you to have the fundamental
Problem sincerity to help others. Once you understand
their issues, your desire to solve them quickly
and efficiently will make you the go-to guy or gal
for future needs. Your credibility and reputation
will get you the visibility you need to move in
other areas.

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Preliminary Activity

DIRECTIONS: Interview a call center representative and use the check list
below as a guide to assess the level of customer support
services in their enterprise. The highest score is five 5 and the
lowest is 1. Place a check () in the appropriate box. Do this
in a separate sheet of paper.

Support Service Tasks 1 2 3 4 5

1. Ensure customer satisfaction by making a return call.
2. Discuss actions necessary to resolve complaints and
confirm with the customer.
3. Record agreements reached with the customer and
implement within agreed time frame.
4. Initiate follow-up actions to ensure that agreements
with customers are implemented.
5. Document actions and resolutions agreed-upon with
the customer in accordance with company
procedures.

11.1 Ensure Customer Satisfaction by Making a Return Call

Always demonstrate sincere concern to customers. Exert effort to

thank the customer long after the service has been completed. While a
customer may have been appreciated as his transaction is completed,
thanking again later may be done through a casual phone call.

Another way of ensuring customer retention is by calling the customer

occasionally to say hello. This is a mission that builds customer relationships
over the long term.

The effort of keeping in touch reminds the customer of your service

value that may arise to an opportune moment. This opportune moment is like
social call that could lead into a voluntary business referral.

The commitment to please a customer comes from the heart known as

extra mile. The extra mile is actually, what one does beyond what is
expected or least expected from an individual who is serving a customer.

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 How to create customer delight? See the table below.

Table 25. Services that Satisfy Customers

 Establish a warm and Being familiar with a repeat
friendly customer customer has a lot of opportunities for
rapport. the business.
 Anticipate the customer’s Attending to a customer’s special
every need and how they request or looking forward to
may be best served. customer’s preferences in a product or
service is certainly appreciated and
makes business experience worth
remembering.
 Remember that no When a customer brings a
request is too small, too problem or a service request to you, it
large, or too difficult. is important to put in mind that you
have to resolve the problem or render
the requested service no matter what it
takes, and regardless of who you are in
the company.
 Create a sense of When a customer needs
urgency. something from you, you have to
always remember that the clock starts
ticking the moment the sentence of the
customer is finished.
 Show genuine concern Listening is a starting point in
for the customer. achieving this end. It is also important
to be patient while listening to your
customer.
 Make sure that the You create a stronger and
service that you render is sustainable desire for customers to
always better the next come back because they are looking
time around. forward to receiving the same good
service or treatment.

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11.2 Discuss Actions Necessary to Resolve Complaints and Confirm
with the Customer

According to studies, despite many improvements in the industry, the

perception held by the public towards call centers today remains negative. To
address this situation, contact centers have invested heavily in technology,
people, and processes. Yet, in the drive to deliver excellent service,
something still appears to be missing. It could be compared to cooking the
perfect meal; it is the way ingredients are mixed together that will create a
successful result.

The following techniques provide some thoughts on how contact center

representatives ensure that they are exceeding consumer expectations and
minimizing complaints.

Table 26. Extra Mile Effort

 Keep quality Running evaluation regularly ensures
consistent. the business to respond to any changes in
customer perception in a timely manner.
 Develop skills. Staff must have strong communication
skills and a solid understanding of the
products and services that customers may
enquire about. Without this, it will be
impossible for contact centers to provide
customers with the best possible advice.
 Improve response Integrating the various technology
time. ensure that all interactions may be stored,
viewed, and managed from a central location.
 Keep the service Agents must tread a fine line between
personal. investing time and ensuring that they treat
each customer individually.
 Put policies in In order to reap the full benefits of
place. technology and associated staff training, clear
policies need to be put in place outlining how
agents should react to certain scenarios.
 A call to act on the By taking a joined-up approach and
customer needs. investing the right amount of time and money
in both technology and training, contact

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 centers can ensure that customers receive
the service they deserve and the staff, in turn,
receive the recognition they warrant.
 Educate your Educating the customers and providing
customer. Frequently Asked Questions (FAQs) could
save them time and frustration. If the
consumer is provided with easily-accessible
information, then they will be able to guide
themselves to the solution.

Process

Task 1: Frequently Asked Questions (FAQs) Webpage

A better way of helping customer to find solution to their inquiries and

complaints is by providing FAQs section on websites. FAQs differ for each
company. Let us compare FAQs of well-known enterprises, and find out how
they educate their customers about their products and services.

DIRECTIONS:

1. Search for FAQs sites of two well-known enterprises.

2. List down the differences and similarities of FAQs sites.
3. Discuss your findings and analyze their benefits for both customer and
the enterprise. Write your answers in a separate sheet of paper.

Enterprise _________

Enterprise _________ Similarities: 1._________________

1._________________ 1._________________ 2. ________________

2. ________________ 2. ________________ 3. ________________

3. ________________ 3. ________________ 4. ________________

4. ________________ 5. ________________

5. ________________

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 Reflect and Understand

Task 2: Reaction from an Underground Customer Revolution

DIRECTIONS:

1. Read the story below.

2. If you are the customer, how will you deal with the situation?
3. If you are the contact center representative of the hotel, what are the
appropriate responses you will make if the customer in the story
complains about the service he experienced?
4. Discuss your reaction before the class and learn how to ensure
customer satisfaction.

Paul Cooper tells the

story of some
underground customer
service.

Paul A Cooper, Director at Customer Plus

(www.customerplus.co.uk)

A few months ago I was speaking at a conference in North Wales, and

decided to stay on a few days with my wife.

On the first day, though no fault of the hotel, it was pouring with rain.
Their car park was around the back of the hotel, a 200-300-yard walk around
outside to get there. I had no umbrella so I asked at reception if there was a
back way out to the car park.
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 “No,” was the extensive, considered, and comprehensive reply from a
lady who had no other customers to attend to. “Umbrella then?” I asked. A
look that said don’t even bother asking was the succinct reply.

As I could picture the layout of the ground floor of the hotel, I found this
a little strange, so I mentioned it to the porter who had been really helpful
when we checked in. “Is there a back way out to the car park?” I ventured.

“Yes,” he said. He then personally led me through the staff quarters

and the kitchens to a door, which he opened, right next to my car!

In the evening, my wife and I were settled comfortably in the bar area.
Large, wide windows overlooked the beach and coastline in both directions,
The sun had come out and it was bliss. A little later, ready to eat, I asked the
waitress if we could have our dinner at this table, rather than in the dining
room. She said she’d ask at reception. Uh-oh!

The reply was in the negative, probably an elaboration of the

earlier “No”.

We were a bit downcast, but I spotted our trusty porter, now dressed in
a waiter’s outfit, and called him over. “It’s a lovely evening,” I said, “so we
were wondering if we could have our dinner here rather than in the dining
room.”

“Yes,” he replied, and went off to get the cutlery, glasses, etc.

The meal was lovely. Our waiter served us all evening, professionally
and personally, and we extended our stay at the window until the sun went
down.

I spotted our “friend” still at work and called him over. I told him about
the “no” lady on reception and asked him how he managed to swing it for us
to stay at the table.

“Simple,” he said. “You were happy where you were, and you are the
customer. I just went into the kitchen and ordered your meal for table 14 in
the restaurant. I knew we wouldn’t be full tonight. When anything came out for
table 14 I picked it up and brought it here. I hope you had a nice evening!”
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 Well!

When I came down the next morning to check out, I was full of an idea
to speak to the manager and praise our “friend”. But then I started to think a
little.

If I had read this hotel right, I could get the guy fired!!

At first hand we had seen personal initiative, going against procedures,

ignoring the line of command, health and safety breaches (must have been in
there somewhere!), and going the extra mile. Looks like a case for instant
dismissal.

And how sad. I spend my life preaching to people how to get these
things right, surprise and delight customers, do special things, be different,
care and so much more. But when we experience it in the flesh, which
happens so rarely, I daren’t speak up.

Of course, I sought him out that morning, thanked him again, and gave
him a nice tip, which I am convinced is not why he did these things. I also
hoped, secretly, that he would find a new position somewhere else, where
this sort of openly rebellious great customer service would be appreciated.

Transfer

Task 3: Short Skit of Customer Service Satisfaction

As a call center agent, demonstrate how you do the extra mile just to
be able to show your sincere concern to customer.

DIRECTIONS:

1. Prepare a short skit demonstrating at least three of the given ideas of

customer satisfaction listed in the table found in the next page.
2. Use the rubrics to assess the group task.

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 Establish a warm and friendly customer rapport.

Anticipate the customer’s every need and ask the right

questions in learning what their special needs are or how
they can be best served.

Always remember that no request is too small, too large, or

too difficult.

Create a sense of urgency.

Show genuine concern for the customer.

Make sure that the service that you render is always better
the next time around.

Scoring Rubrics
Accurate Communication Group
Weight Demonstration Skills Cooperation
20% 40% 40%
The group The group responded The group showed
demonstrated three to customer interest and
3 or more qualities of a complaints with good supported one
customer service English another during the
satisfaction. communication skills. simulation.
The group responded
The group showed
The group to customer, but
interest, but needed
2 demonstrated two needed more practice
more coordination
qualities in English
with teammates.
communication skills.
The group did not
The group lacked The group showed no
demonstrate
1 customer service
English interest and found the
communication skills. task difficult.
satisfaction

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 Know

11.3 Documentation Procedure

Write a clear, concise log of the incident. Document every major point
of the call. It is not important to note every single word uttered, but keep a
point-form log of anything that may assist others who deal with the customer
in the future. If you see the same issue popping up over and over, you may
recommend a change in policy.

CUSTOMER: Jake Reyes

ISSUE: The customer is calling because he recently visited store

branch 1 and claims that the representative at the cash
register was rude and arrogant.

DISCUSSION:
- Allowed the customer to explain the situation fully.
- The customer states that on December 5, 2014 he went to store
branch 1 to purchase grocery items and when he went to pay, he
encountered some issues with the PIN number for his debit card.
The customer states that at this point the cashier became rude
and made comments about the customer's PIN number.
- I apologized for the customer's feelings, but did not make a
direct apology.
- I also offered a souvenir item as a token to thank the customer for
calling in today: the customer declined, and stated he just wanted
to make us aware.

RESOLUTION
- Calling store branch 1, will confirm employees for December 5,
2014 and register a formal complaint on behalf of the customer.

Figure 18. Log of Incident

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11.4 Initiate a Follow-up Action to Ensure that Agreements with
Customers are Implemented

A follow-up action is done to see if the arrangements to fix the

complaint have been carried out as promised.

When everything is in order, send a customer a token of appreciation

for bringing the problem to your attention, and giving you the opportunity to
solve it.

It is a good policy for business to have a choice of simple, inexpensive

gifts. Imagine the surprise and pleasure the gift will bring. Investing time and
money in customer is an investment that almost always pays off handsomely.

On the other hand, agent should be providing feedback on what

customers are saying at least daily. Update the customer regarding the
development of the complaint and what you are doing about it through phone
or the Internet.

Two commonly used sources of feedback are:

1. Post-contact surveys - conducted immediately after the interaction of a

customer with a representative. They use common questions to gather
feedback useful for targeting performance improvement.

“Did you get your issue resolved?”

2. Regular surveys – conducted to check levels of satisfaction of

customers and gather feedback from them. These surveys are
conducted quarterly or even annually and considered to be useful in
feeding the strategic planning of the business.

“How can we improve?”

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 Once you have established the right feedback mechanism, the process
may be used to deliver benefits across the business.

Table 27. Benefits of Feedback

Benefit 1: Improving sales campaigns This allows you to manage
objections, amend offers, and
improve results.

Benefit 2: Taking feedback to the top Reports are shared across

departments at the senior level and to
the executive to be considered in
planning the business undertakings.

Benefit 3: Removing root causes of Armed with this information,

customer service frustrations agreements are much easier to
achieve.

Benefit 4: Marketing, product, and Being able to test the impact of

process designers can spend changes and ideas means the
less and get more business can learn faster what works
and stays ahead of the curve in
marketing and product design.

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11.5 Document Actions and Resolutions Agreed-upon with the
Customer in Accordance with Company Procedures

Records are kept for company analysis and improvement.

Here are helpful guides on how documentation benefits the enterprise,

as well as a contact center representative to improve customer satisfaction.

Keep a record of all customer comments. At a

regular interval, collate and analyze them for trends and
use them as an indicator of the progress you are making
towards your principal objective of achieving a customer
satisfaction level.

Develop a discussion group that convenes on a

weekly basis. Have all staff attend at least one discussion
group a month. Make sure the group leader is skillful and
creative, and keeps the discussion interesting. Focus only
on customer satisfaction issues. At each meeting, have a
customer attend, and ask hi/her to communicate his or her
view on how the business could improve its service.

Figure 19. Documentation of Data

Process

Task 1: Log of Incident

DIRECTIONS:

1. The teacher will give you a situation to log.

2. Record the agreement reached with the customer.
3. Follow the format provided in Lesson 11.3. Do this in your notebook.
4. Discuss your ideas before the class.
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 Customer: ______________________________

Issue: ______________________________
______________________________

Discussion: ______________________________
______________________________
______________________________

Resolution: ______________________________
______________________________

Task 2: Document an Agreement

DIRECTIONS:

1. Download a customer complaint video or recording.

2. Listen attentively and prepare a log of incident by group.
3. Analyze how the agent handled the situation of customer
complaints.
4. Each group should present the log using a PowerPoint presentation
to be discussed to the class.

Reflect and Understand

Task 3: Interview of Contact Center Representative

This activity will help you further gain an understanding of how a

contact center agency initiates follow-up and documents agreement.

DIRECTIONS:

1. Arrange an interview with a contact center agency.

2. The guide questions below will assist you in your interview with an
agent.
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 3. You may do the task individually or by group.
4. You are encouraged to secure a video record of the interview, and
show it before the class and for future reference.
5. Discuss the gathered data in the class and compare how contact
center agency performs the required competencies of a contact
center representative.

1. What are the follow-up actions that will ensure that the
agreements with customers were implemented?
2. How does an enterprise gather feedback from customers?
3. How will the enterprise benefit from the feedback?
4. How does documentation help improve customer service
satisfaction?
5. Does the enterprise conduct discussion group and why?

Transfer

Task 4: Simulation

One more challenging task is the simulation of providing after-sales

support and documentation events.

DIRECTIONS:

1. Choose among the given topics below and prepare a simulated

action to be demonstrated by group.
2. Prepare the props and other materials.
3. Use the given rubrics to assess your presentation.

1. Follow-up to see if the arrangements you have made to fix the

complaint have been carried out as you promised.
2. Post contact surveys, conducted immediately after the interaction a
customer has had with a representative. This uses common
question to gather feedback useful for targeting performance
improvement.
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 3. Regular surveys to customer base help check levels of satisfaction
and gather feedback. These surveys happen quarterly or even
annually are and considered useful in the strategic planning of the
business.
4. Develop discussion groups that operate on a weekly basis. Focus
only on customer satisfaction issues. At each meeting, have a
customer attend, and ask him/her to communicate his/her view on
how the business may improve its service.

Scoring Rubrics
Accurate Communication Group
Weight Procedure Skills Cooperation
20% 40% 40%
The procedures for The team responded The team showed
the responses were to customer interest and support
3 appropriate to the complaints with good one another during
situation. communication skills. the simulation.
The team responded
The team showed
to customer, but
2 Some procedures interest, but needed
needed more practice
were missing. more coordination
in communication
with teammates.
skills.
The team lacked
Practice of The team showed no
communication skills
1 inappropriate
to respond to
interest and found the
procedures. task difficult.
customer complaints.

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SUMMARY OF LESSON

Nowadays, one of the challenges in a contact center is how to be

competitive in providing services. Excellent services would entail higher profit
as generated from the loyalty and trust coming from the customers.

Furthermore, a call center often becomes a frontline for customers

because many busy people turn to the Internet to have their business needs
met. This means a call center may be receiving the bulk of customer
complaints, as well as questions and transactions.

Customers complain because they believe they have been treated

unfairly. They should be treated special because they are giving the business
the opportunity to solve the problem and retain them as customers. Hence,
the competencies found in this module will surely guide you to deliver quality
customer services because outstanding customer service is not about
accomplishing one large task extraordinarily well; it is about doing numerous
small tasks very well that satisfy our customers. Therefore, doing customer
support service is simply a continuous work at every level of the business.

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SUMMATIVE TEST: FOURTH QUARTER

I – Multiple Choice: Encircle the letter of the correct answer.

1. There are factors to consider when complaint arises

a. customer and complaint c. customer and product
b. customer and service d. customer and contact center
representative

2. Issues and concerns of customers to be satisfied are listed below

except ___________.
a. reliability c. enjoy doing business
b. leadership d. do business with trustworthy
people

3. Customer complaints are also considered as treasures in the

enterprise except ___________.
a. to identify future investment of the contact center agency
b. to identify what is the enterprise faults or shortcomings
c. to identify where the company needs to improve
d. to identify why the brand or services is not selling well

4. Skill not related in handling customers’ complaints

a. Responding to complaints promptly and empathetically.
b. Addressing customers’ complaints with clear, direct, accurate and
timely response.
c. Implementing appropriate referral or hands-off procedures as
required.
d. Following customer request when complaints arises to settle
agreement as soon as possible.

5. It is a way to make the customer feel that his call is important to

you.

a. Act and speak calmly.

b. Listen attentively to what your customer is saying.
c. Treat complainants as valued customer.
d. Be understanding.

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6. How do agents accept ownership of the problem then apologize?

a. Act and speak calmly.

b. Listen attentively to what your customer is saying.
c. Treat complainants as valued customer.
d. Be understanding.

7. Let the customer talk of his complain and say something to make
him feel comfortable.

a. Act and speak calmly.

b. Listen attentively to what your customer is saying.
c. Treat complainants as valued customer.
d. Be understanding.

8. "Okay, I really understand and agree with you that this is very stressful
to you, but for me to help you I must work within our process.” The
statement implies _____.
a. giving responsibility.
b. empowering staff
c. using the person’s name often, and with care
d. controlling of Situation

9. “I can understand why you feel the way you do Sir Robert.” The
statement implies _____.
a. giving responsibility.
b. empowering staff
c. using the person’s name often, and with care
d. controlling of Situation

10. The reason for using the following dialogue is _____. “What do you
think we should do that will solve the problem and be fair to you and
the company?”
a. To resolve and settle on the customer’s terms
b. To resolve difficult problem
c. To be fair with customer
d. To minimize referring concerns to higher authority

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11. This is the best reason why a representative, during handoff, should
briefly explain to the person taking the concern what the customer
wants.
a. To save the customer from trouble of repeating himself
b. To prove to the customer that contact center representative is
listening carefully to them.
c. To immediately solution the customer complaint
d. To save time of receiving representative to listen again to customer
concerns

12. A technique of exceeding consumer expectations and minimize

complaints such as providing consumers with Frequently Asked
Questions (FAQs) is _____.
a. Educating customer
b. Developing skills
c. Putting policies in place
d. Keeping quality consistent

13. It is a contact center representative’s skill where customers want you

to understand their issue with the hope you will be able to assist them.
a. Professionalism
b. Communication
c. Desire to solve problem
d. Active listening

14. It requires you to have the fundamental sincerity to help others. This
skill is known as _____.
a. Professionalism
b. Communication
c. Desire to solve problem
d. Active listening

15. This means you need to be a patient and calming influence when
interacting with customers at all times.
a. Professionalism
b. Communication
c. Desire to solve problem
d. Active listening

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16. Identify to which part of a log incident the next statement belongs.

The customer is calling because he recently visited store branch 1

and claims that the representative at the cash register was rude and
arrogant.

a. discussion
b. issue
c. remarks
d. resolution

17. Identify to which part of a log incident the next statement belongs.

Calling Store branch no. 1, will confirm employees for January

20, 2014 and register a formal complaint on behalf of the customer.

a. discussion
b. issue
c. remarks
d. resolution

18. Identify to which part of a log incident the next statement belongs.

The customer states that on January 8, 2014 he went to store

branch 1 to purchase grocery items and when he went to pay, he
encountered some issues with the PIN number for his debit card. The
customer states that at this point the cashier became rude and made
comments about the customer's PIN number.

a. discussion
b. issue
c. remarks
d. resolution

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19. Identify the skills demonstrated in the statement.

“I understand that you are upset, and rightly so, that the gadget
you bought is not working well.”

a. taking control of the situation

b. handoff or referral procedure
c. empathy and concern
d. listening and taking notes

20. Identify the skills demonstrated in the statement.

“Mr. San Juan regarding the complaint, may I let you speak with
Ms. Jenny, she can best answer your concerns.”

a. taking control of the situation

b. handoff or referral procedure
c. empathy and concern
d. listening and taking notes

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