Mazda Training manual — part 131

Introduction and Objectives

Curriculum Training

9

6 – The Customer Service Ladder

Your Notes

LOYAL

ADVOCATE

VERY

SATISFIED

SATISFIED

LOWEST

ACCEPTABLE

LEVEL

APATHETIC

UNHAPPY

VERY

DISSATISFIED

Tells everyone about you, refers

other people to you and always

returns to buy

Tells a few people about you,

refers a few people and

sometimes returns

May tell someone about you, if
asked, and may refer others to

you and will buy if convenient to

them

Tells no-one about you, is not

likely to refer anyone but may

buy again

Tells at least 10 people how bad

you are, will never refer you to

anyone but may come back

after a few years

Tells anyone who will listen how

terrible you are, will never refer

you to anyone and will never

come back

EXCELLENT

VERY GOOD

GOOD

FAIR

POOR

CSI Level

Effect on

Customer

Customer Action

Introduction and Objectives

10

Curriculum Training

1.6 Course

Objectives

7 – Course Objectives

By the end of the training, you will have:
• reviewed why complaints offer you the chance to provide excellent customer service
• examined your duty of care to the customer, and what may happen if complaints are

not handled correctly

• learned the skills involved in dealing with aggressive customers
• discussed the ways in which simple complaints can escalate into conflict situations
• identified your own style of dealing with conflict at work
• decided upon the ways in which conflict situations can be handled and result in both

parties being satisfied

• examined the stress that can be caused to you and how to deal with it
• practised the skills learned during the course
• completed a plan for the future.

End the Introduction by asking delegates for their own objectives.

Write these on a flipchart and refer to them during the course as the points are dealt
with.

The Importance of Complaints

Curriculum Training

11

2. The Importance of Complaints

By the end of this session you will have:

8 – The Importance of Complaints: Objectives

• discussed the nature of complaints and why they occur
• examined the reason why complaints are opportunities for you to display excellent

customer service skills

• discussed aggressive and irritable customers and the ways in which emotions can take

control of situations.

2.1

The Nature of Complaints

What is a complaint?

Discuss this definition.

9 – What is a complaint?

Any expression of dissatisfaction by a customer, with a product or service, however small,
whether considered justified or not.

Why do complaints occur?

What do you do that causes them?

Refer delegates to their pre-course work on the principal complaints
they receive and the reasons why they happen.

Discuss their thoughts, especially the reasons why complaints
occur.

The Importance of Complaints

12

Curriculum Training

Your Notes

Look for typical complaints such as:

Not being kept informed

Parts delayed – not ordered – vehicle off road

Bad workmanship

2.2

Complaints as Opportunities

Explain the following survey results: the most important customer wishes when
dealing with the dealership:

10 – Summary of the most important customer wishes

Point out that the slide shows the importance of service:
• The way customers are dealt with and the convenience of the service represent

65%

• Work quality and price represent only 35%.
Then go through these notes.

Quality of

work

About 20%

Treatment and

Convenience

About 65%

Right price for

quality work

About 15%