Howard Schultz the chief global strategist for Starbucks said, In the 1960s, if you introduced a new product to America, 90% of the people who viewed it for the first time believed in the corporate promise. Then 40 years later if you performed the same exercise less than 10% of the public believed it was true. The fracturing of trust is based on the fact that the consumer has been let down.

Gaining and keeping the trust of the customer has become of paramount importance to a business. So how can a business stay relevant to the increasingly cynical consumer? Customer service has become serious. It is no longer a gimmick where employees are encouraged to chant have a nice day in the hope that this will appease poor service. Nowadays customer is king... and king does not bargain!

Mahatma Ghandi recognised the importance of customer service,a customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so.

Transforming your business so that it is focussed on the customer is essential. So how does customer service training benefit your staff and how will it help improve the service you offer?

Call centre training

Call centre training will help your staff understand that there are many different types of customers. Staff will learn that the needs and expectations of these customers are different and will be taught different methods of dealing with them. Call centre training will teach how to answer the phone using effective voice, tone and inflexion. It will teach how to communicate positively and deal with complaints and difficult situations. It will also help develop the ability to listen to the customer to build confidence and respect.

Complaints handling

Complaints handling training will help your staff develop their listening skills, questioning skills and use of language to diffuse anger. They will also be taught to communicate empathy, confidence and assertion. It will be an effective way of building customer confidence after something has gone wrong. It will make your staff receptive to suggestions that can help improve your business. Your most unhappy customers are your greatest source of learning. (Bill Gates)

Telephone skills

Telephone skills are an integral part of any business. It is important that employees are taught about the image that one presents on the phone. The course will encourage a positive attitude to communicating over the phone and develop an assertive style and approach to communication. It will also teach skills such as confirming details and summarising the information that the customer gives to make sure you provide an effective service.

Developing a customer focus approach

It is important that the entire organisation is bound together in developing a customer focussed approach. Staff training will help create a positive working environment that takes into account the lifetime value of a customer. Recognising that customer service is everyones responsibility, regardless of position will ensure your company provides a cohesive service to your customer.

Face-to-face customer service

Face to face customer service training will help your staff develop effective use of language and body language to create rapport with the customer. It will help staff identify different customers behavioural types and how to keep a positive approach when dealing with aggressive behaviour.

It will help provide all the techniques and skills needed to meet, greet and interact with customers. As well as providing techniques and how to handle difficult situations, complaints and anger in a professional way.