English for Customer Care | Oxford Express Series PDF

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OXTORD UNIVEITSITY PITESS GreatClarendonStreet,Oxford ox2 6Dp Oxford University Pressis a department ofthe University ofOxford. It furthers the University'sobjectiveofexcellencein research,scholarship, and education by publishing worldwide in Oxford NewYork Auckland CapeTowL Dares Salaam HongKo...

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OXTORD UNIVEITSITY

PITESS

GreatClarendonStreet,Oxford ox2 6Dp Oxford University Pressis a department ofthe University ofOxford. It furthers the University'sobjectiveofexcellencein research,scholarship, and education by publishing worldwide in Oxford NewYork Auckland CapeTowL Dares Salaam HongKong Karachi Kuala Lumpur Madrid Melbourne Mexico City Nairobi NewDelhi Shanghai Taipei Toronto With offices in Argentina Austria Brazil Chile CzechRepublic France Greece Guatemala Hungary Italy Japan Poland Portugal Singapore South Korea Switzerland Thailand Turkey Ukraine Vietnam oxFoRDand oxrono ENGLIsHare registeredtrade marks of Oxford University Pressin the UK and in certain other countnes @Oxford University Press2oo7 Adapted fTom EnglishforCustomerCareby RosemaryRichey @CornelsenVerlag GmbH & Co. OHG,Berlin zoo3 The moral dghts ofthe author have been asserted Databaseright Oxford University Press(maker) First published 2oo7 zolz 2011 2010 709 8 7 6 5 4 No unauthorized

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All rights reserved.No part ofthis publication may be reproduced, stored in a retrieval system,or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press,or as expresslypermitted by law or under terms a$eed with the appropriate reprographics rights organization. Enquiries concerning reproductionoutsidethe scopeofthe aboveshould be sentto the ELI Rights Department, Oxford University Press,at the addressabove You must not circulate this book in any other binding or cover and you must imposethis samecondition on any acquirer Any websites referred to in this publication are in the public domain and their addressesare provided by Oxford University Pressfor information only. Oxford University Pressdisclaims any responsibility for the content rs B N : 9 7 8o 1 9 4 S T 9 j T o Printed in China ACKNOWLEDGEMENTS

Prepared Ltd for OUPby StorfishDesignEditonalandProjeaManagement CartoonsW:Stephen May Photocredits'.istock photo library and Alamy Coverimagescouttesyof Getty Images(main image/Altrendo; top left/ Richard Drury/lmage Bank) and Punchstock (bottom left/Stockbyte)

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MultiROM Engllshfor CustomerCareis accompaniedby a MuttiROM which has a numberof features. lnteractiveexercisesto practiseuseful phrases,vocabulary, and communication throughyour computer. Listenlngextracts.Theseare in enhancedaudio formatthat can be playedon a conventionalCD-player or throughthe audio playeron your computer. lf you haveany problems,pleasecheckthe technicalsupport sectionof the readmefile on the MuttiROM.

Gontents KPICS

|.|l|GtnGEnPSAilPSfR*T,f€lEg

lntroduction to customer care

Customer caresuccess Customer carebusinesses andiobs Surprisingfactsabout customercare

forgood S ki l tsandqual i ti es customer care Maki ng suggesti ons

Face to face with customers

Bodylanguage A companyvisit Meetingdo'sanddon'ts At a tradefuir Theinvisible customer

l anguage B asi csoci al i zi ng Thei mportance l k of smaltal Follow-up in S tepsforw i nni ngcustomers yourpresentations

Dealing with customers on the phone

General telephoning The'customer care'phonecall reallyhear Whatthe customers

on the phone B ei ngcourteous Maki ngsureyouunderstand Maki ng arrangements

3o

Call centre success

Takingan order g) Hotline(Troubleshootin Customer-centred callcentres

Thefirstimpression andexplaining Ctarifying C hecki ng comprehensi on

38

Delivering customer cate throu$h writin$

Effective lettersandemails Formalandinformalwritingstyles ThefiveCsof customercarewriting A casestudy

S atutati ons andcl oses phrases for handl i ng S tandard (connecti ng w i ththe customers reader, takingaction,etc.) Enclosures andattachments

47

Dealing with problems and complaints

Complaint strategiesandpolicies Theletterofapology policy Explaining company Someopinionsaboutcomplaints andapotogies

Softening badnewsand apotogi zi ng Problem-solving steps

HGE

UfiNT]TI.E

FAGI APPEI{DIX 56 58 6o 6z 68 72 76

Testyourself! Partner Files PartnerA Partner Files PartnerB Answerkey Transcripts A-Z word list Useful phrases and vocabulary

About the book English for Customer Carehasbeendeveloped for peopleworkingin customer service whoneeda goodlevelof Engtish. Youmightbeworkingin thesalesor customer service department of a company, might have oryou directcontact withcustomers in a bankor youspeakto customers hotel.Orperhaps on thetelephone froma helpdesk or a ca[[ youneed[anguage centre.In all of thesesituations skillsandspecific techniques in orderto be ableto communicate successfutty. English for Customer Carenot onlyoffers expressions andvocabulary it alsoaddresses strategies relatedto theeffective useof in a business English context. English for Customer Careconsists of sixunits.Thefirstunitoffersan introduction to thebasicprinciples of CustomerService. Thefoltowing fourunitsdealwithvarious different formsof customer contact: faceto facemeetings, telephone ca[[s,ca[[centres, presents or writtencommunication. Thefinalunit speaking skillsthatareneededin orderto solveproblems anddealwithcustomer complaints effectively. Eachunitbeginswitha Starter, whichconsists of smallexercises, brainstorming activities, or a quiz.Thisis followedby dialogues, texts,andauthentic documents, alongwitha varietyof exercises thathelpyouto learnthevocabulary andexpressions in context. Youwitlbe directed to the Partner Filesat variouspointsin the units,where gapactivities role-play information allowyouanda partnerto practise the [anguage presented in the unitin realistic situations. Eachunitendswitha textwhichrelates to thetopicof the unitandleadsto discussion. Whenyouhaveworkedthroughall the unitsyoucanTestyourselfl witha crossword on thevocabulary in the book. TheMuttiROM containsatlthe Listeningextractsfromthe book.Thesecanbe played throughtheaudioplayeron yourcomputer, or througha conventional CD-player. In give yourself practice, your orderto extralistening listento it in caror copyit to your MP3ptayer. TheInteractive exercises let you reviewby doingexercises that coverthe particularly you essential language fromthe book,thiswiltbe valuable if areusingthe bookfor self-study. At the backof Englishfor Customer Carethereis an Answerkeywhereyoucancheck youranswers. Youwillalsofindthe Partner Files,theTranscripts of the listening extracts, an A-Z wordlist,anda list of Usefulphrasesandvocabulary that you canrefer you to while areat work.

ls

lntroduction to customer care Peoplehavestrongopinionsaboutcustomercare.What is importantfor you as a customer? Workwith a partnerto makea list of the kind of servicesyou erpect.

7

Readaboutthe importanceof customercarein the articteand find four word partnerships wilhcustomer.

customer

Canyou addany otherwordsto makemorepartnerships?

the most successfulshopping fhink about I sites on the Internet.What do they have in common? Whetheryou are booking a holiday,buying books and music or simply doing the weekly shop, the best sites provide the highest levels of customer satisfaction. How do they do it? Why is customer care such a priority? For most shoppers, customer convenience is the most important factor.Up-to-date technology means that when you return to a site you have visited before, they will remember your name, your profile,and what you bought last time. They also track where you browsed and what you thought about buying.They can also make some recommendationsabout other places,titles, or oroducts.

We demand customer-friendlynavigation and the best sites provideit,continually raisingtheir levelsof service. Convenientand efficient payment systems are also essential. Sometimes,of course,things go wrong but this is when the sites are even better at dealingwith customers.You can call a helplineand talk to an agent,email your problem and get a replywithin twenty-four hours or even get assistancevia an instant messagingconversation. The people in charge of customer relationsknow that we want to shop, maybe purchase,and then leave with a very positive impression of the site.A satisfiedcustomer is a good customer. Good customersremainloyaland recommend you to others.

e I ururr1

Introduction to customer care

Accordingto the articte,what makesan online shoppingsite successful? Completethis list.

2

Finda word in the text that meansthe sameas: r profitable z something of the highestimportance helpful easy or to use 3 4 fastand organized

necessary absolutely 6 hetp faithfut suggest q

l{ow usewordsfrom aboveto completethe sentences. Ourcustomers'satisfaction is ourtoo

d

b lf you need

, pleasecontactour callcentre. in anycustomer carejob.

c Goodcommunication skillsare Andyou canpayby creditcard,whichis very

0

whenshopping online.

e Wecanoffera quickerand more please lf youarehappywithour products,

t

3

levelof servicewith our newcallcentre. usto a friend.

Youare in a meetingwith a possiblenew customer.Answertheir questions.

Q tJffhatmakesyour companydifferent?

4 Weareveryproudof our We'reespecially knownfor our forthecustomer? 0 Howdo youmakeit easyandconvenient A

Weofferconvenience with to thecustomers . ,'a' .. . ' .

3

service? 0 Howdo I get after-sales A Wegiveefficientcustomerserviceby

Whatis the mostimportantfocusfor your customers? 4 Ourtop priorityis to

UNIT 1

4

.tt. I z Introduction tocustomer

Completethe spidergramon customerservice-centredbusinessesand iobs with wordsfrom the list. cashier. concierggit,'hotel . orderentryclerk . receptionist. . restaurant. sales . shopassistant. teller representative

,r1'.i}\ @9 : \------'-----

\:--l

'

calrcentre6m)

\-

\:#Jruracturin;; lervice t"riol-,

5

retail cashi er

cashier

manager

r

\\----_;7

1C

-ffi;> z waiterlwaitreD

oanKrng

cterk

8

6

bellhop officer

-/'

manager

9

7

receptionist

lf not,addit. Canyouaddanothercustomer ls youriobor businessareaonthespidergram? careposition?

5

below.illorethanoneanswer thestatements that complete ilowfind peopleIn thespidergram youranswerswith a partner. is possiblein eachcase.Compare 7

in person. deatswithcustomers

2

for helpingcustomers choosethe rightproduct. is responsible

3

questions overthe phone. handles customer or probtems

4

service. takescareof after-sales

5

productordersfor customers. processes

6

oftenhasto writeto customers.

A I Ufrf ff 1

6

Introduction to customer care

look at the newsflash and the extractsfrom five job advertisements.What kind of 'people'skills do the advertsmention?Completethe notes.

Customercareis becomingmoreand more focusedon lT training.lt's true that nowadays technicalskillsareessentialfor workingwith customerservicesystems.However,this high-techtrainingis not enoughfor good customercare.Employeesalso needpeople skillsso that they can dealwith peoplein all kindsof customersituations.

You must be fluent in German and English with a very good telephonemanner and good customer service skills. FC skills and good communication skills are required.

Customer careandc0mmunication skills areessential. pressure Ability toperform eltectively andto under wo* aspartofateam.

Your role is to orovide customers with firstclass customer care. Duties:handling telephoneenquiriesand complaints; making calls to customers;dealing with correspondence by email and letter. Computer

41i ;;;,;;;;;;* ability to communicateclearly with customersand work effectivelywith both internal and externalteams.

skillsand good writing skills required.

)

\b, will nccdcxpcrienccol communicarins laceto Iacc with customers,using tact and diplomacy

What kind of skills do you needfor your iob?Write a iob advertfor your position.

7

Herearesomecommentstaken from customerserviceguestionnaires. tlark them positive[] ornegative[]. 1 'Yoursalesstaffareimpatient. Theyneverwaitfor peopleto finishspeaking andarealwaysin a hurry.' z 'Thepeopleworkingat yourcatlcentrearealwaysso politeand hetpful. Andtheyalwaystakethetimeto answeratl my questions.' wouldbe moreattentive. Theydon'tseemto listen 3 'l wishyouremployees to whatI sayanddon'tcareaboutme at alt.' straightaway.I didn'thaveto waitat all.' 4 'Thebankofficertookcareof my requests

I I

T

n

UNIT1

Introduction to customer.uruI S

'WhenI arrivedat yourhotel,I wastotallyignoredby boththe betthop andthe receptionist.' 6 'Theclerkwas reallyrudeand pretendednot to seeme.' aboutthethe menuandwaspromptin bringingmy food.' 7 'Thewaiterwaswellinformed 8 'Yourservicewasmorethan I askedfor.Thatreallymademe feelspecial.'

I

T l

n l

the tablewith oppositesfromexercise7. Gomplete posltire

nggsrE,,

lo ba attantive

to ignoresomebody

j to takethe time

,+

I

4

uninformed

s

too slow

patient unhelpful I

1

L-_ l{ow use words from the table to completethese sentencesfrom a customercare handbook. Sometimesmorethan one answer ls possible. Comparewlth a partner. alwaysexpectyou to be a Customers b lf you are Being

withyouagain. to customers, theywill not do business or guests. alwaysmakesa bad impression on customers

o Youshouldbe e A callcentreagentshouldneverbe

you provide. aboutthe services or products on the phoneandshould

alwaysbe

9

Tellyourpartneraboutonepositiveandonenegativecustomercaresituationyouhaverecently illakea list of suggestionsto improvenegativeservice.Usephrasesfromthe experlenced. BoxbelowIn yourdiscussion. Language

Makingsuggestions Whydon'tyou ...? you agreethat...? Don'tANouldn't lsn'tit a betterideato ...? It makesa goodibadimpressionif they/you...

Respondingto suggestions That'sright.iI agree. I seeyourpoint. I disagree because ... I don'tagree.I would...

10 | UNIT1

Introduction to customer care

n tr n

r Customers do nottelltheirfriendsandcolteagues aboutbadcustomer careexperiences. z Theproductitsetfis moreimportant thanthe service behindit. friendty Good, service wit[ keep customers coming back. 3 doesnot needanyattention. the customer 4 Afterthe sateis finished,

T

Irbrlffi

Surprising FactsaboutCustomer Care Wemightbelieve thatourcustomer service is excellent, but whatdoourcustomers think?Afterall, it's theiropinionthat matters,notours! Herearethehardfactswehaveto dealwith: withsomeaspect of customer care. infourisdissatisfied '| Onecustomer showthatforeverycustomer whocomplains, thereare26 otherswho 'f Surveys neversayanything aboutcustomer service. { Theaverage 'wronged' customer willtell8-16 morepeople abouttheir negative experience. { Some907"of unhappy customers will neverbuyfromyouagain. 80 of lost customers result from feeling the ihat'they.iustdon'tcareabout 7o -f meor mybusiness'. + Withtheuseof theInternet nowadays, oreven oneperson cantellhundreds, , thousands of otherpeople oncesaid:the abouttheirexperiences! Assomeone + competition isonlya mouse"click awayl Obviously weneedto focuson morcwaysto improvecustomercare. just togivecustomers It's notenough exactlywhattheyaskfor.Weneedto 'go beyondthecallof duty',in otherwords,taketheextrastepto makeour customers feelspecial.Thisis theonlyrealdifferencewecanmake. It's just tooeasythesedaysfor customers to changeto ourcompetitors!

a t a

lf customer careis so important, whydo so manybusinesses not payenoughattention to it? good Witttherebe moreof a demandfor in the future?Why,or why not? customer service Howdoesyourcompany knowif it is givinggoodor badservice?

ltt

Faceto face with

customers What makesthe most impactin face-to-faceencountersin customercare?Choosethe three most irnportantaspectsfor you and compareyour answerwith a partner. r goodvocabulary. senseofhumour . expensive clothesr clearspeakingvoice o . . good grammar good grooming pleasant eyecontact accurate bodylanguage

t

Firstreadthis tip from an Amerieancustomercarewebsite.Doyou agree?llllhy,or why not? What customersreally notice - the wayyou standor sit,whatyou do with yourarmsand hands, Yourbodylanguage and so on - teltsthe realtruthto yourcustomers! whetheryou aresmitingor frowning, but yourbodycan't. Yourwordsmaybe abteto hidethat you?eboredor uninterested, Thiscreates Whenmeetinga customer, makeeyecontactwithinro seconds. a bond lf you and it showsyourinterestin reatcommunication. betweenyou andthe customer - or even don'tmakeeyecontact,the customer couldthinkthatyou aren'tinterested worse,that you'reignoringthem!

Now decide whether the following body language would give a positive fl

impression to yourcustomers.

O ,' r -, III- - r -

t,-,

-r-

Ir

'Ir!I

-'

n

or negative ffi

t6

L]

LL r tr @e-

Doyou think this impressionis the samefor peoplefrom atl cultures?

{l

12 | UNIT2

Faceto facewith customers

AUDIO

sl.r q3

2

Listento five greetingsin typical customercaresituations and decidewherethey take place.

2-6

I

atr ad efair

I

abank

I

as h o p

[]

a company

[j

a hotel

l{ow listen againand completethe sentences.Whichsentencescan be usedwhenyou a) meetsomeonenew b) meetsomeoneyou alreadyknow c) offer help and d) ask someone to do something?Writea, b, c or d. r

Goodmorning, Ms Richards.

?

z Welt,if you needhelp,just justfilt in thisform,please. Mr Rodriguez?

3 4 Hetto.

hetpyou?

Niceto

MrAlten.

A UOIO

%, 3 7

listen to this start andfinish of a companyvisit andcompletethe sentences. Howwell doesPeter knowhis two hosts,FrankandAnnie?Hashe met them before? Frank Peter Frank

Peter

you Goodmorning, I'm FrankWeoler. Welcome to lGS. ' PeterMasters. Thankyou.lt'sniceto finallymeetyoufaceto face. Yes,we'vetalkedso muchon the phone,I feelI knowyouatready. Peter, I'dliketo 2 youto AnnieThomas, ourcustomer Annie,thisis Peter services manager. Masters fromTopForm, in Bristo[. Niceto meetyou,MsThomas. 3 to meetyou,too.

Annie Frank

So,if you'd,justcomethis way...

I yourftightfromBristot? Peter It wasfine.lt evenarriveda bit early. Annie Andis thisyourfirsttimein Brussels? Peter No,it'smy third.I'vebeenherea coupleof timesas a tourist.I realtvlikethe citv. 5 your Fronk So.herewe are. coat? Peter Oh,that'sverykindof you. 6 to takea seat... Fr...