Department of Education

National Capital Region

9
SCHOOLS DIVISION OFFICE
MARIKINA CITY
MALANDAY NATIONAL HIGH SCHOOL

STVEP – Information and Communication Technology

Entrepreneurship
Fourth Quarter– Module 3
Customer Service

Writer: Kent Gerard D.G. Revidad

Cover Illustrator: Christopher E. Mercado

City of Good Character

DISCIPLINE • GOOD TASTE • EXCELLENCE
 What I Need to Know

This module was designed and written to help you understand different
knowledge in this subject. The scope of this module permits it to be used in many
different learning situations. The language used recognizes the diverse vocabulary
level of students. The lessons are arranged to follow the standard sequence of the
course.

The module is composed of one (1) lesson which is:

1. Introduction to Customer Service

After going through this module, you are expected to:

1. Understand the basic elements of customer service

Definition of terms

1. Customer – is an individual that purchases company's goods or services.

2. Customer Service – the assistance and advice provided by a company to those
people who buy or use its products or services.
3. Satisfaction – fulfillment of one's wishes, expectations, or needs, or the
pleasure derived from this.
4. Customer satisfaction - a measurement that determines how
happy customers are with a company's products, services, and capabilities.
5. Service– should provide the customer with more than a product or action taken
on his/her behalf.

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City of Good Character
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 What I Know
Indicate whether the following statements are TRUE
or FALSE. Write your answers on the space provided.

_______________1. There is only one boss, and whether a person shines shoes for a
living or heads up the biggest corporation in the world, the boss remains the same. It
is the customer!

_______________2. Everything we do, every concept perceived, every technology

developed, and associate employed, is directed with this one
objective clearly in mind - pleasing the customer.

_______________3. There are 3 key elements of customer service. One of them is

Developing a Customer Friendly Approach

_______________4. Customer is not important in the business

_______________5. Service shapes every interaction you have with your customers.

_______________6. “Service” should provide the customer with more than a product or
action taken on his/her behalf. It should provide satisfaction.

_______________7. The two critical qualities to the customer friendly approach are
communications and relationships.

_______________8. Friendliness is one of the most basic customer needs and associated
with courtesy and politeness.

_______________9. Observation is noticing how your customer behaves and what

he/she reacts positively to while you are providing service.

_______________10. A happy customer will continue to be a buying customer and a

returning customer.

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DISCIPLINE • GOOD TASTE • EXCELLENCE
 What’s In

“There is only one boss, and whether a person shines shoes for a living or heads
up the biggest corporation in the world, the boss remains the same. It is the customer!
The customer is the person who pays everyone’s salary and who decides whether a
business is going to succeed or fail. In fact, the customer can fire everybody in the
company from the chairman (CEO) down, and he can do it simply by spending his
money somewhere else.

Literally everything we do, every concept perceived, every technology developed,

and associate employed, is directed with this one objective clearly in mind - pleasing the
customer.”

- Sam M. Walton, CEO Wal-Mart

What’s New
Read the question. Write your answer on the
space provided below.

How do you define “customer service”?

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

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City of Good Character
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 Introduction to
Lesson 5
Customer Service

What is It

According to Sam M. Walton, CEO of Wal-Mart, literally everything a

business does, every concept perceived, every technology developed, and associate
employed, is directed with one objective clearly in mind - pleasing the customer.

The three key elements of customer service are:

• Expanding your Definition of Service
• Deciding Who Are Your Customers
• Developing a Customer Friendly Approach

Expand Your Definition of Service

How you define service shapes every interaction you have with your
customers. Limited definitions of service based on an exchange of money for goods
or service misses the overall point of customer service.

“Service” should provide the customer with more than a product or action
taken on his/her behalf. It should provide satisfaction. The customer should walk
away pleased at the result of the transaction - not just content but actually happy.

A happy customer will continue to be a buying customer and a returning

customer.

Who are Your Customers?

Customers, buyers, and clients want to pay a fair price for quality service or
products and feel satisfied they have paid for a service/product and received what
they have paid for in return.

They also want someone to take care of them. They need someone to
understand their needs and help answer them. They need someone to hold their
hands and walk them through a process.

Customer service starts with the ability to listen to the customer and find
out through polite questioning what he/she needs or wants.

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 4
City of Good Character
DISCIPLINE • GOOD TASTE • EXCELLENCE
Develop a Customer Friendly Approach

One commonality among all business organizations that provide good service
is the development of a system and attitude promoting customer friendly service.
By “customer friendly” we mean viewing the customer as the most important part
of your job. The cliché “the customer is always right” is derived from this customer-
friendly environment.

The two critical qualities to the “Customer Friendly Approach” are:

• Communications
• Relationships

Professional Qualities and Customer Needs

Customer service professionals who constantly deal with customers (inside

and outside the company) need to strive for certain qualities to help them answer
customer needs.

The professional qualities of customer service to be emphasized always relate

to what the customer wants. According to research, customers are constantly
internalizing their customer service experience. What this means is they are
grading your customer service during each transaction.

While there are a multitude of customer needs, five basics need stand out:

1. Friendliness: The most basic and associated with courtesy and politeness.
2. Empathy: The customer needs to know that the service provider appreciates
their wants and circumstances.
3. Fairness: The customer wants to feel they receive adequate attention and
reasonable answers.
4. Control: The customer wants to feel his/her wants and input has influence
on the outcome.
5. Information: Customers want to know about products and services but in a
pertinent and time-sensitive manner.

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The Interpersonal Actions of Customer Service

Just looking good will not produce the desired level of customer satisfaction.
The interpersonal actions mean a great deal in customer relations. They can
change customer perceptions and ultimately affect the success of your customer
relations efforts. The following are the expected interpersonal actions of customer
service:

1. Smiling. There is nothing like a smile and pleasant face to greet a customer,
especially if there is a complaint. A smile and polite conversation can
immediately disarm a disgruntled customer.
2. Facial expression sets a positive tone before you even begin speaking. A
relaxed or pleasant facial expression is the ideal most of the time.
3. Eye Contact is a very important part of customer service. It helps you to
appear engaged, confident and trust-worthy. It is important to always look
into your customer’s eyes and directly address customers.
4. How You Look. Personal grooming has a big impact on your customers.
Dirty hands, messy hair and poor dress can mean the loss of an otherwise
happy customer. When interacting with customers, dress neatly and in a
professional manner to command respect and to let customers know you
take your position seriously.
5. Shaking Hands. A firm and professional handshake is expected.
6. Be Attentive. When listening to a customer, slightly lean towards your
customer and nod your head ever so slightly to indicate you are listening.
7. Tone of Voice. Always convey friendliness and amicability. Do not raise
your voice in frustration or anger no matter how difficult or tiresome a
customer may behave.
8. Hand Gestures. Use hand movements to emphasize what you say (even on
the phone) and to emphasize your feelings.
9. Personal Space. This is the distance that feels comfortable between you and
another person. If you approach a customer and you invade their personal
space, they will automatically move back without thought because they are
uncomfortable. Leave adequate distance between you and your customer.
Adequate space is important to making customers feel secure and
unthreatened.
10. Posture. Slumping in a chair or leaning against a wall while
interacting with a customer are sure signs you are not interested in the
customer. Your pose or posture should express attention, friendliness, and
openness. Lean forward, face the customer and nod to let them know you
are interested.
11. Observation. Notice how your customer behaves and what he/she
reacts positively to while you are providing service

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 What’s More
Identify what is being described in the statements below. Write only the
letter of your answers on the space provided.

Choices: a. Eye Contact f. Hand gestures

b. Smiling g. Posture

c. Be Attentive h. Tone of voice

d. Facial Expression I. How you look

e. Observation J. Service

_______________1. There is nothing like a smile and pleasant face to greet a

customer, especially if he/she has a complaint.

_______________2. It is a very important part of customer service. It helps you

to appear engaged, confident and trust-worthy.

_______________3. Sets a positive tone before you even begin speaking. A

relaxed or pleasant facial expression is the ideal most of the time.

_______________4. When listening to a customer, slightly lean towards your

customer and nod your head ever so slightly to indicate you are listening.

_______________5. Notice how your customer behaves and what he/she

reacts positively to while you are providing service.

_______________6. Use hand movements to emphasize what you say (even on

the phone) and to emphasize your feelings.

_______________7. Always convey friendliness and amicability. Do not raise

your voice in frustration or anger no matter how difficult or tiresome a customer
may behave.

_______________8. Slumping in a chair or leaning against a wall while

interacting with a customer are sure signs you are not interested in the customer.

_______________9. Personal grooming has a big impact on your customers.

Dirty hands, messy hair and poor dress can mean the loss of an otherwise happy
customer.

_______________10. ________________ should provide the customer with more

than a product or action taken on his/her behalf.

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 What I Have Learned

Complete the paragraph. Choose your answer from the box provided below.
Write your answer on the space provided after the number.

How you define service shapes every interaction you have with your
[1] _______________. Limited definitions of service based on an exchange of monies
for goods or service misses the overall point of customer service.

“[2]. _________________” should provide the customer with more than a

product or action taken on his/her behalf. It should provide satisfaction. The
customer should walk away pleased at the result of the transaction - not just
content but happy.

A [3]. ______________ customer will continue to be a buying customer and a

returning customer.

[4]. _________________________ in Customer Service Professionals who

constantly deal with customers (inside and outside the company) need to strive for
certain qualities to help them answer customer needs.

The professional qualities of customer service to be emphasized always

relate to what the [5]. ___________________. After years of polling and market
research, it turns out customers are constantly internalizing their customer service
experience. What this means is they are grading your customer service during each
transaction.

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City of Good Character
DISCIPLINE • GOOD TASTE • EXCELLENCE
 Assessment
Indicate whether the following statements are TRUE or FALSE. Write your
answers on the space provided.

_______________1. There is only one boss, and whether a person shines shoes for a
living or heads up the biggest corporation in the world, the boss remains the same.
It is the customer!

_______________2. Everything we do, every concept perceived, every technology

developed, and associate employed, is directed with this one
objective clearly in mind - pleasing the customer.

_______________3. There are 3 key elements of customer service. One of them is

Developing a Customer Friendly Approach

_______________4. Customer is not important in the business

_______________5. Service shapes every interaction you have with your customers.

_______________6. “Service” should provide the customer with more than a product
or action taken on his/her behalf. It should provide satisfaction.

_______________7. The two critical qualities to the customer friendly approach are
communications and relationships.

_______________8. Friendliness is one of the most basic customer needs and

associated with courtesy and politeness.

_______________9. Observation is noticing how your customer behaves and what

he/she reacts positively to while you are providing service.

_______________10. A happy customer will continue to be a buying customer and a

returning customer.

9
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 Additional Activities

Read the question. Write your answer on the space provided below.

1. Describe the ideal characteristics of a customer service professional.

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

2. Explain why the two critical qualities to the “Customer friendly approach” is
important.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

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 References

Sprenkels, R. A., Pras, A., van Beijnum, B. J., & de Goede, L. (2000, December). A
Customer Service Management Architecture for the Internet. In International
Workshop on Distributed Systems: Operations and Management (pp. 71-82).
Springer, Berlin, Heidelberg.

Saheed A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S.
(2011). Study the Diploma in Customer Service. International Journal of
Humanities and Social Science, 1(7), 253-260.

Cengiz, E. (2010). Measuring Customer Satisfaction: Must or Not. Journal of Naval

Science And Engineering, 6(2), 76-88.

Development Team of the Module

Writer: Kent Gerard D.G. Revidad, TI

Content Validator: Meien Grace C. Salvador, TI
Proofreader: Bernie Ybañez, MT I
Cover Illustrator: Christopher E. Mercado

Nerissa S. Estrella
ASP II / OIC – Office of the Principal

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For inquiries or feedback, please write or call:

Schools Division Office-Marikina City

Email Address: [email protected]

191 Shoe Ave., Sta. Elena, Marikina City, 1800, Philippines

Telefax: (02) 682-2472 / 682-3989

City of Good Character

DISCIPLINE • GOOD TASTE • EXCELLENCE