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03/12/2019 10:00 AM
04/12/2019 4:00 PM




In this course we focus extensively on the behavioral, social and interactive aspects of customer service. The course starts with definitions and discussions about the importance of good service, about what customers expect and about the ability of anyone to mold their own behavior. Next, we dissect the elements of the image projected by the person interacting with the customer and we bring it all back to learn how to behave professionally in any situation. This course emphasizes communication skills and the ability to understand and use all aspects of behavior and body language to ensure that all customer interactions remain positive and end successfully. 

Course Methodology 

In the first phase of the course a variety of methods such as case studies, self-awareness questionnaires, and exercises that help participants apply some of the customer service tools discussed, as well as some video clips are used. In the latter part of the course participants will role play gradually more challenging scenarios. These will be videotaped, reviewed and discussed in order to maximize the learning process and develop participants’ self confidence in their own ability to handle difficult situations professionally. 

Course Objectives 

By the end of the course, participants will be able to: 

  • Explain the importance of superior customer service in any situation and in any environment 
  • Use tried and true communication techniques to maximize their overall effectiveness 
  • Demonstrate how to perform their duties in such a way that customers will remember the encounter positively 
  • Apply the proper behavior and communication skills in the most appropriate way regardless of the difficulties 
  • Apply practical methods to turn upset customers around, win their thanks and gain their respect 

Target Audience 

Employees at any level of any organization who deal directly with customers, whether internal or external, and who want to hone their communication skills in a supportive and professional environment with the aim of maximizing customer satisfaction on the job. 

Target Competencies 

  • Customer orientation 
  • Emotional control 
  • Empathetic outlook 
  • Flexibility 
  • People reading 
  • Self-management 
  • Role awareness 

Course Outline 

  • Definition of customer service 
  • A glimpse at the definition 
  • Customer service in a shop 
  • Customer service in a restaurant 
  • Customer service in a company 
  • Customer service in any organization 
  • The two main dimensions of service 
  • Competition versus monopoly 
  • Private versus government 
  • Internal customer versus external customer 
  • What is really customer service 
  • Explicit versus implicit elements of service 
  • Some customer service models 
  • The ‘PRIDE’ model 
  • The ‘RATER’ model 
  • The ‘kano’ model 
  • Customer service and emotional intelligence 
  • Definition of emotional intelligence 
  • Emotional intelligence for customer service 
  • Building your emotional intelligence 
  • Customer service, behavior and communication 
  • Behavior is communication 
  • Body language 
  • Listen before you speak 
  • Expressing yourself 
  • Appropriate behavior and communication according to situation 
  • Projecting Positive Image 
  • Generic elements of your image 
  • Respect is a two way street 
  • Showing empathy 
  • Eagerness to help 
  • Professionalism is key 
  • Self confidence 
  • Fairness in all dealings 
  • Specific elements of your image 
  • Knowledge 
  • The way you look and dress 
  • The language you use 
  • Your body language 
  • Building rapport 
  • Customer service situations 
  • Scenarios analysis and role-plays 
  • Easy, regular situations 
  • Common but sensitive situations 
  • Complaints, problems and other difficult scenarios 


The RATER model is a service quality framework. It was created by professors Valarie Zeithaml, A. Parasuraman, and Leonard Berry, who introduced the framework in their 1990 book Delivering Quality Service. The model highlights five areas that customers generally consider important when they use a service, and focuses on differentiating between customer experience and expectation.

 Five Areas of RATER 

  • Reliability: did the company provide the promised service consistently, accurately, and on a timely basis? 
  • Assurance: do the knowledge, skills, and credibility of the employees inspire trust and confidence? 
  • Tangibles: are the physical aspects of the service (offices, equipment, or employees) appealing? 
  • Empathy: is there a good relationship between employees and customers? 
  • Responsiveness: does the company provide fast, high-quality service to customers? 

By measuring the quality ratings for these five areas, a business can improve areas that are lagging. RATER uses a multidimensional approach to pinpoint service shortcomings, which helps a business understand why they are happening and how to correct them. 

Gap Analysis 

Gap Analysis can be applied to each of the five RATER areas. Gap Analysis is a tool that helps companies compare actual performance with potential performance. The five gaps that organizations should measure, manage, and minimize are: 

  • Gap 1: The management perception gap, or the difference between the service customers expect and management’s perception of customer expectations. If management thinks customers expect one level of service when they really expect another, this indicates that management does not fully understand the market. 
  • Gap 2: The quality specification gap. This is the difference between management perception and the company’s actual specification of customer experience. 
  • Gap 3: The service delivery gap. This is the difference between customer-driven service design and standards and service delivery. 
  • Gap 4: The market communication gap. This is the gap between the experience that customers are promised and the experience they actually have. 
  • Gap 5: The perceived service quality gap. This is the gap between a customer’s expectation of a service and their perception of the service they received. 

Addressing gaps is the ultimate goal of this process because the deviation between customer expectations and actual quality is where quality control and process improvements take place.


Duration: 2 days

Class Session : 10:00am – 4:00pm each day including Breakfast and Lunch time

Customize Your Training

This training solution and other training topics from McTimothy Associates are currently available as residential/in-house option.

Please Note

McTimothy Associates Reserves the right to postpone or cancel a course due to unforeseen circumstances beyond our control. In such cases delegate(s) will be registered for the next run of the Course.