2

Module

Learning Gate Private Ltd.

BUSINESS HOTLINE - 1606

Service Responsibility Leadership Module

Service
Responsibility
Leadership
Workbook

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H U M A N R E S O U R C E D E V E L O P M E N T & C U S T O M E R S E R V I C E S T R AT E G Y

Service Responsibility Leadership Workbook

 Learning Gate Private Limited
Fax +65 6 243 970
Phone Tel 7000-WeLearn
Singapore Telecommunications Private Ltd. retains the rights to reproduce this document..
Table of Contents

Introduction 1

CHAPTE R 1

Building a culture of commitment 3

Chapter 2

Aligning action & values 7

Chapter 3

Always lead to business: Is there

Anything else I can help you with? 15

Chapter 4

The call is the map: The organization is

the territory.’ 20

Chapter 5

Achieving Service Quality Excellence:

Level Best Plus Plus 34

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CHAPTER 1:LEARNING OBJECTIVES

Outcomes: Building a Culture of Commitment

 State clearly the expectations of Singtel’s business customers
 State clearly the rationale for one-stop service

3
 I: Building a culture of Commitment
The dynamics of the fast changing Infocomms industry are in a constant state of flux. The
goal posts are moving and the expectations of Singtel’s business customers are rising. It
is for this reason that the hotline 1606 has been established to service our business
customers. What are the factors that are driving these changes in expectations? Some are
technological, with advances in the technology of the network and the service provider
network it becomes possible to offer service that is tailored in such a way that it will meet
the needs of our customers. There is however another driver for this change. With the
opening up of the market to competitive partners our expectations of each other are also
rising.

Specifically the demand from our customers is for a One-stop service for all of their
business telecommunications needs.

What is excellent one-stop customer service?

Name a service provider in Singapore or abroad that provides excellent one-stop

customer service?

What was it specifically about the service that you found appealing? Sights? Sounds?

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What is Service Responsibility?

What is the meaning of responsibility from our customer’s viewpoint?

State clearly the customer expectations of you:

5
Why One-Stop Service for Singtels’ business customers?

State clearly the rationale for the One-Stop Service line:

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CHAPTER 2: LEARNING OBJECTIVES

Outcomes: Aligning actions and values

 Use the Response-Ability Model to select service strategy
 State what are our service quality standards, do we represent them?

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 II: Aligning Actions and Values
The establishment of the one-stop business hotline is a response to our customer’s needs.
However Singtel’s customers demand more than the best network, ready access to new
technologies, and affordable services. They also want to be speaking with the best people.
People invested with an attitude of service responsibility and informative, friendly,
accurate and timely response that they are not able to get anywhere else.

The certainty with this aspect of the business is that it is highly dependent on the intrinsic
attitude of our service representatives. This is something that goes beyond providing
comfortable work environments, effective IVR systems, and online knowledge bases.
This addresses matters of sentiment, the essence of excellent one-stop customer service is
the human touch. As human beings we are highly attuned to the convictions and manner
in which we are dealt with. In a highly competitive environment as we have here in
Singapore the human touch could not be more important.

The Response-Ability Model

Knowledge
Price plans
Services
Contact numbers
Billing information
Multimedia
Faults
Attitude Fixed line
Service Orientation Key people
Understand needs
Flexibility
Perseverance
Commitment
Skills
Responsibility
Typing
Begin well
Telephone systems
End on the same level
Onyx
Starlight
Use Knowledge base
Email systems

RESPONSE -ABILITY

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In terms of our ability to answer the call many of the factors which determine this are
already settled before the customer calls. For example, effective product training and the
design of a robust knowledge base determine knowledge of product. The effective
routing of calls is determined by the design of simple call flows that suit the customer and
the implementation of the latest call centre technologies. However for all this the
response of our service representatives to the customer’s request is a matter of choice.
What attitude does the representative choose to strike with the customer at the moment of
truth when the customer calls.

Moment of Truth (Choice)

Business The Singtel

Customer Customer Representati
Has a Need Calls 1606 ve
Answers

A moment of truth is a key moment that will shape the customer’s perception of our
organisation. Most transactions are a cycle with a beginning, middle, and an end and the
scenario of a customer calling Singtel 1606 is no different. In human terms this may be
stated as a greeting, a dialogue, and a farewell. The quality of this interaction and how
professionally the various moments of truth are navigated determines the service quality.
Many organisations in competitive, service-oriented business put considerable emphasis
on determining what these moments of truth are that shape perception and ensuring that
their representatives respond in a manner which attracts, retains and attains customers.

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For example, At Walt Disney corporation in Orlando Florida the car park attendants are
trained to look out for people who have locked their keys in the car. They do this by
scouting the parking lot shortly after a family has locked up their car and looking out for
the driver raising his arms skyward and then pulling at his or her hair in a gesture of
frustration. Upon seeing this or similar behaviour the highly attuned service people
immediately make their way over to the family and offer to retrieve the keys and lock the
car. Families visiting the Disneyland theme park will have invested time and energy to
visit the park, and may even have flown from another country to do so. As such the
prospect of having the day ruined by the car key incident is a source of considerable
customer frustration. This is a moment of truth.

Our customers at Singtel are no different. They also have made an investment of time,
money and energy in the selection and use of our services. As such there are many of
these moments of truth in our interaction with them. What is our reponse-ability in these
cases.

Think about the process of a call, what are the moments of truth at the greeting{2},
during the dialogue{3} and the farewell{1}?

Call
Begins Call
Ends

Moments of Truth
Shape
Customer Perceptions

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There are many factors that shape our response at these moments of truth. Some of these
are referred to as intrinsic (inside us) and others are extrinsic (outside us). Singtel has
well stated service quality standards that can be seen below. These are the guidelines that
have been put in place and are helpful for us to determine how to respond at a moment of
truth.

Outside Us Inside Us
Service Quality Standards:

1. Greeting
Standard Greeting: Pick up the phone within 10
seconds… …and greet warmly.
Identify the company and your own name clearly.

Identify the purpose of the call. And ask if you …with care and empathy.
could assist.

Listen to the customer’s need and give response. …attentively and with sincerity.

2. Verification

Identify caller by full name, mobile/pager/tel no,

i/c or account no. …respectfully

Read back to the customer on the given details

using phonetics wherever applicable (i.e. Country …deliberately and thoughfully
names)

When there’s a need to ask caller to repeat

information …ask politely and respectfully

3. Probing

Check customer information from any one of the …with awareness that the customer is waiting
systems

Paraphrase/ check back on caller’s enquiries or …comprehensively and with an understanding

problems of their circumstances and needs

Ask straight to the point, relevant, open-ended …while choosing each word impeccably and
questions efficiently. with an awareness of the customers own ability
to apprehend what is said

4. Holding Procedures

Ask permission and tell why the call needs to be …respectfully and with an awareness that
put on hold nobody enjoys waiting

Request callers to wait while waiting for system …clearly and professionally
response

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 Outside Us Inside Us
Always provide an estimated wait time and or …accurately and with an awareness of the value
courtesy updates of time. Does the customer appear to be short of
time? Could you arrange to call them back? How
long would a reasonable person wait under these
circumstances. Now halve that for service
expectations.

Thank caller for holding/ waiting. …with grattitude and sincerity

5. Transferring Procedures

Ask permission and tell why the call needs to be

transferred to a third party …respectfully and rationally

Always provide the third parties number to

contact before transferring. …clearly and deliberately

Must always inform the receiving party all …fully and comprehensively with an awareness
relevant information (eg. Name/ account no. and that the customer does not wish to repeat himself
nature of the call) restating the problem

If transfer is not successful, initiative to take …responsibly with accountability for the
ownership/provide alternatives outcome

6. Provide Information/Solution/Cross Selling

Providing accurate and relevant information – No …fully and with an awareness of what the
omission or misrepresented information. customer knows and does not know

…be flexible and display initiative

Taking ownership of the call …with responsibility and awareness of the

consequences for the customer if you fail to
provide them with a solution

Proactively promotes relevant value-added …thoughtfully and with an awareness of the

services. needs and circumstances of the customer

Get caller’s agreement on action plan and/or …seek their partnership and be aware of what
products and services required (appointments or this will mean for them
installation)

7. One-stop customer service

Address caller by name …establish rapport by being aware of what type

of customer you are speaking with

Always use proper vocal image/tone, appropriate …while being friendly and helpful!
volume and speed

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 Outside Us

Using the proper choice of words (eg. Proper

grammar and no Singlish, no filter words)
Inside Us

…while being impeccable in our choice of

language for rapport building

…Active and attentive listening and responding

to questions by caller

…Showing empathy by seeing things in the

callers point of view
8. Standard Closing
…Maintaining a professional and balanced level
Check with caller if there is/are any other queries
of communication ie by not dominating the
whole conversation and/or talking over the caller
Reassure the caller of the status

Invites caller to call again

…respectfully enquire ‘Is there anything else I
can help you with?’

…with confidence and assurance

…openly and sincerely

…Thank the caller and bid them a warm

farewell.

…Respectfully wait until customer hangs up the

phone

You’ve Done It! Well done.

As we come through the Service Quality standards we can see how much these moments
of truth are in fact a matter of our own intrinsic (inside) attitude. A matter of choice. With
determined competitors it is important that we strike the right note in harmony with our
customers needs.

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Activity: Welcome to our Exclusive Business Island
Pulau Infocomm
You are a business customer going on a journey to an exclusive resort island. This island
has all the five star features of these resorts in addition to the million star features of a
clear and bright sky above. It is on one of these evenings that you [a 1606 Business
Customer] arrive at the resort with the unbridled heavens twinkling above you. In
addition to the usual facilities and sumptuous fare at such resorts the island is also able to
cater locally for the best Infocomm services available anywhere on the planet. Now the
question remains…what are your expectations as a business customer and how do you
expect to be treated. How will the service representative choose to serve you.
You have 15 minutes to plan in pairs after which we will begin a video taped scenario
playing session.

Customer:

Putting yourself in the place of the customer. What are your expectations before you
arrive on the island?

Pulau Infocomm Business Representative:

As Pulau Infocomms Service Representative what choices can you make regarding the
mindset or attitude you will bring to the island?

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CHAPTER 3: LEARNING OBJECTIVES

Outcomes: Always lead to business

 Demonstrate strategies to attract, retain, and attain business customers
 Maintaining a flexible and open attitude: Tan Grams

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III: Always lead to business:
Is there anything else i can help you with?
A core part of Service Responsibility Leadership is always being open and leading to
business. Essentially this is a recognition that during the course of a call there are several
important junctures which represent opportunities to sell Singtel’s products and services.
In terms of the structure of a normal call there are indicated in the diagram below. One
way to keep this in mind is that the attitude of ‘Is there anything else i can help you
with?’ should run through the course of the course of the call. The i is not capitalised to
remind us that although equally important and unique as the customer for the purposes of
their transaction with us we will be putting their requirements first.

Within each call there are many opportunities to provide solutions and
Add value for Singtels’ customers.

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Strategies to
Attract,
Retain, and
Attain
customers

Greeting Verification Probing Provide Solution Farewell and

Closing

Strategies to Attract, Retain and Attain Customers

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Singtel Pentagon of Service Strategies

 
 
 
Greeting Verification

 
Farewell Probing

 
Solution/Sale



  

A single call from a customer may not seem important just as a single eyedropper of
water may not seem important in a pale. However the drops add up and each call
represents at least fifteen separate opportunities to lead to new business, attract a new
customer, or retain existing business. To illustrate the significance of this take in to
account the following astounding example. If a business hotline received an average of
fifteen thousand calls a day how many calls would they receive over a five-year period.

365 Days X 5 Years X 15,000 Calls/day 27,375,000

That means that over a five-year period the hotline may come in to contact with the
equivalent of the entire population of Singapore seven times over.

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Now if we think of this in terms of opportunities to transact business with Singtel’s
customers we can see the staggering implications.

27,375,000 Calls X 15 Opportunities per call

410,625,000 Opportunities to lead to business

And who would ever have thought that a simple call that averages less than 2 minutes
could be so important to the business. The business reality is that each call is a fantastic
opportunity to tell the marketplace what a wonderful service Singtel is able to provide
them. So what are the opportunities.

Tangrams for Singtel Solutions

During the greeting:

Stating your name enables the customer to come back to YOU


Stating the business name enables the customer to come back to US

Saying ‘how may I help you?’ makes it clear that WE will help the customer


During the verification: Ask yourself

Is this customer sole proprietor/partnership/private limited/public/govt?


What products and services does the customer presently have?

What products and services (based on co. profile) do they need? Gaps?


It is a good habit to check the company type and even the industry. Check what products
and services they presently have. Are there any other products and services that you
could propose for this customer to meet their needs. As your experience grows you will
identify patterns of services and it will become more obvious where the gaps are.

This stage is more than a standard check it is where you make a full assessment of who
you are speaking with. You have been provided with powerful billing and product
databases in addition to the knowledge base, all of which used together, can enable you to

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proactively identify the needs of the customer at the first point of contact during the
verification.

During the probing stage: Ask the customer, take the opportunity

What services is the customer presently using?


Are they aware of [new service] which can be used with this product?

What is the nature of their business and how can Singtel assist them furthur?


Many of Singtel’s services are indispensable to business customers. Many of Singtel’s

business customers would be particularly interested in a constellation of services.

Examples:

 7000-One Number services for marketing

 Virtual Mail for making agreements in the field
 Mobile services for keeping in contact at all times
 Group SMS services for keeping in contact
 Mobile data services for seamless wireless offices
 Broadband and email services for knowledge and business contacts
 Fixed line and phone systems for offices

Be enterprising. Think like a business customer. What would your needs be if you were
in their shoes? What would your expectations be?

During the solution/sale stage: Ask the yourself and the customer

Have I resolved your problem completely?


Do you understand what I have just explained to you? Do you have a pen?

What other services do you need in relation to this request?


During the farewell stage: Provide the customer…

Your name…so that they can contact you again


‘Is there anything else I can help you with?’. New business opportunity.

Thank the customer for calling our organisation and giving us business.


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There are many other strategic moments within these short calls, many of which it will
take your insight and creativity to see. Think like a small business, looking for gaps and
opportunities to sell our services. You are your own one-stop customer service enterprise.

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CHAPTER 4: LEARNING OBJECTIVES

Outcomes: The call is the map

 Linking call flow to service strategy
 Questioning and listening techniques

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IV: ‘The call is the Map: the organization is
the territory’
When a Singtel 1606 business customer or any other customer calls our organization their
perceptions of us are shaped by this experience. In fact the service hotlines are by far the
most frequent point of contact within our organization. We build a mental map of the
various people and companies that we have experience with. This mental model or map is
critically important when a customer comes to select the company that they wish to deal
with. A few of the success factors in terms of creating a positive map of our organization
are as follow:

As our customers’ experience with us accumulates they begin to formulate an opinion

regarding the level of service we provide, and the degree of commitment from our service
representatives.

Calls back
when
required
Clear
Friendly
Greeting

Fast and Smile in

accurate the Voice
Sales Rep
is
convicted Empathy
and
committed
Prompt
Effective answer to
Listening call

Solution
provided
One Stop Helpful
Enquiry
and
Questionin
g

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 F
u
A s
a i
D
l n
e
e e
r
s
v E s
i l s
Once the customer has a map of R us theyBbegin G to share it with others in their community.
R
c e e
e o r
e a p
p t i
r Really…like
C t eH
c
h that! Great.
i a o anr
o else
Anything F I can
shelp you
s with? o dol
t Ir l
t lm
l oi s Wow…so
el c a m yp
Singt Ji le this Singtel
o n a tb,
H
n un they are like
n d n oaa that.
1 v e tdy cpn
Oi l il ke
a s
n c pnc oym nw
et fu n w
c e eh
um G
e u n fre
Sd lbr pr
u an
t E
e re e
a rt
o nr oe v
The customer demands that their a questions
t o eo answered promptly and that services are
p ntimely q tv are e
provisioned in an efficient and e manner. p w r We have implemented many of the
ui i
technologies to meet these needs,d however t c critical factor now is the human touch. As
re
is dn the
we illustrated in the previous chapter this i is largely
ela a choice at the moment of truth. By
r eg q
discerning the highest ideals inc One-stop o l
yw d customer service Responsibility and Leadership
we are in fact making bold steps o to meetnandul exceed the needs of our customers.
e i
m s r
l
To be Impeccable in our m speeche
l
i d
k
t master our thoughts, then our words will naturally
It is often said that we should first n
follow, as will our actions. Fromt these actions the events that the customer requires will
o
be made manifest. This is nowheree more important than in how we frame the customers
w
themselves. d
n

Words Actions
Thoughts Events

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To do this it should be recognised that in as much as our customers have a map of us, we
also have a map of our customers. And this map or frame will inevitably determine how
you respond to them. How do you see our customers, are you framing them in a way that
assists you to perform your role to the utmost of your abilities. Delivering truly excellent
one-stop customer service will give you a sense of pride and our customers the
satisfaction of knowing that they are dealing with the best telecommunications provider
in Singapore.

Our Map….Singtel’s Business Customers Are

High
Expectatio
n

Open and
flexible Fast Paced

Enterprisin
g

Determine
Skilled
d

Deserve
the Best
Always

So we can see that as much as our customers see us, we also see our customers. This
combination of viewpoints and frames of reference is what we broadly refer to as a
relationship with our customers. At Singtel we are at a crossroads where we are taking
service provisioning to the next level. Proactively identifying our customers’
requirements we are fulfilling this with the best one-stop customer service that we can
master. Times are indeed changing, and it is the emphasis on striking the right
relationship with our customers that is the gateway to increased profit, higher growth, and
expanded use of telecommunications services in our business and other communities.

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The benefits flow on to us, if our business people are equipped with the best products and
services, then their businesses thrive. Every modern business requires
telecommunications products to remain fast and agile and to respond to their own
customers. As these businesses become successful, the capacity for our economy to
support more businesses increases and then all of us are winners.

Activity: Tan Grams for Service Excellence

The trainer will provide you with the Tan Grams for expectations of a service
representative, and for our map of the enterprising business customer. As a group arrange
the Tan Grams in a diamond as below. This can be in any order mixing the service
representative and business customer Tan Grams together. Now using post-it notes place
your own expectations of both business customers and service representatives. Place
those that are in accord with the new expectations we have identified inside the diamond.
Discuss with your group members, place those that are outside this frame of reference
outside the diamond. Just like a real diamond, negative expectations that show up in it’s
structure are revealed as flaws. Unlike diamonds as human beings we can make choices
about how we choose to see things removing the flaws. Diamonds are forever! Flaws I’m
not so sure.

Post-it Note Post-it Note

Which of your What are your

current maps do maps of
not fit with our customers and
present service service
strategy? representatives?

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26
Questioning & Listening: Horse & Carriage

Everyday Singtels’ front line staff must listen carefully information from a variety of
sources for example, customers, team leaders, and managers. Each day they encounter
new facts and opinions. As listeners staff need to know how to filter information, to
differentiate between what is important, essential, logical to solve the customers request.
Therefore we need to make choices about how we react to what we hear. How do they do
this?

First we must understand what we hear from their basic frame of mind and then by asking
the right or essential questions. The art of questioning is a skill. It is a basic, functional
and survival skill particularly useful in business.

‘Knock and the door will open. Seek and you will find.’

There are several approaches to questioning depending on what it is that you are
attempting to elicit from the customer or to achieve. These are as follows:

 Finding out things - Facts

 Understanding Stuff
 Solving Problems
 Finding out the reason or cause
 Bringing ideas together
 Making judgements

The type of questions we ask our customers how the questions are will absolutely
determine how a question is answered. At the same time the type of questions asked will
have a great deal of impact on the way customers think before answering. If a service
representative asked 'closed -ended' questions, he or she may get a 'yes'/'no' answer and
one where the learner has no need to think of complex means of responses.

For example a service representative may ask 'Do you have voice-mail?' The answer
would be 'yes'/'no' or the service representative could ask 'Where is the telephone jack?'
to which the reply could be "next to the CEO’s office in Tower B’ where there is no need
to be involved in complex thinking processes. As such Service Representatives to use
'open-ended' questions- questions which would encourage customers to give full
information about their needs and expectations. There is therefore a need to look at the
different levels or types of questions asked.

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Building Blocks of Effective Questioning


Making
Judgments

 
Finding
Bringing
Reasons
together

 
Finding Out
Understand

Solutions
Stuff

Level Category/ Knowledge/competence Question

Finding Out – Facts About Singtel
 Business Customer’s Needs
Who is..were, what is, when did,
where is, which, choose, find, how
did….happen….would…. explain,
why did, Can you recall,
Which one etc.?

KEY WORDS: who, what, when,

where, which, choose, find, how, define,
label, show, spell, list, match, name,

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 relate, tell, recall, select.
Understanding The Needs of Singtel
 Business Customers
KEY WORDS: Compare and
demonstrate, interpret, explain, show,
translate, tell
Solutions for Singtel Business
 Customers’ Problems
KEY WORDS: apply, activate, select,
design, enquire, use, plan, select, solve,
utilize, model, identify.
How would you describe what is on
the screen?
How would you compare to your
reception...? contrast with your
other phone...?
Tell me what is happening in your
own words....?
What facts is it that makes you
think that ....?
What is the main reason you
require......?
Can you explain what is
happening...?
What can you say about....?
Which is the best service for you...?
How would you use this service...?
What is an example of what you
intend to use this service for...?
Are you able to solve...using what
you have learned...?
Would you like me to demonstrate
how to use the voicemail service...?
What approach have you use to
solve this problem...?
What other way would you plan
to...?
Are you able to activate the service
based on what I told you...?
What is it that makes you think
that..?
What model handphone are you
presently using?
Are you using the original password
or a new password?
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 Finding Reasons for Singtel Business
 Customers’ Problems
What are the parts features and
benefits of this service...?
How is...related to...?
Why do you think...?
What is the service plan...?
What reason is there...?
Can you list the parts...?
What conclusions can you draw..?
What type of internet line....?
What is the function of...?

KEY WORDS: choose, type, select,

compare, discover, divide, inspect,
simplify, take part in, test for,
distinguish, list, relationships, function,
conclusion.

Putting Things Together In a Unique What changes would you like to

 Way for Singtel’s Business Customers make to solve…?
How would you improve your…?
Can you propose an alternative…
What would happen if…?
Can you elaborate on the reason…?
How would you adapt… to make
use of a different service…?
How would you change(modify) the
billing plan…?
What could be done to minimize
(maximize) this problem…?
What way would you design…?
What could be combined with this
service to improve (change)…?
Suppose you could…what would
KEY WORDS: choose, combine, create, you do..?
design, develop, estimate, originate, plan, How would you test…?
predict, propose, solve, solution, What have you noticed…?
suppose, discuss, change, improve, adapt, Can you think of an original way
minimize, maximize, elaborate, improve, for the…?
happen, change.

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 Making Discerning Judgments for
 Singtel’s Business Customers
KEY WORDS: choose, decide, defend,
determine, evaluate, judge, justify,
measure, compare, mark, rate,
recommend, select, explain, appraise,
prioritize, importance, criteria, prove,
disprove, assess, value, estimate.
Do you agree with the actions...?
with the outcomes..?
What is your opinion of..?
How would you prove...?
disprove...?
Can you assess the value or
importance of this service to the
customer...?
Would it be better for the customer
if...?
Why did the customer choose...?
What would you recommend for the
customer...?
How would you rate the service for
the customer....?
What would you cite to defend the
actions of the customer...?
How would you evaluate the
customer’s problem?
How could you determine what the
customer needs...?
What choice would you have made
to improve the situation....?
What service would you select...?
How would you prioritize the
requirements of the customer....?
What judgment would you make
about the customers billing plan...?
Based on what you know, how
would you explain the value of this
service to the customer...?
What information would you use to
support the customer’s view...?
How would you justify
recommending the unlimited
broadband plan...?
What data was used to make the
recommendation...?
Why was it better that the customer
subscribed for a new line...?
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Listening
A really good listener is a rare and priceless commodity for Singtel’s fortunate business
customers! That’s because effective listening skills do not come naturally. Few of us have
ever been taught the value or the process of active listening, and those who have are the
ones getting the results they want. They make it to the top of their professions, enjoy rich
and fulfilling personal relationships, and suffer less from stress and worry.

The good news is that anyone can become a good listener. All it takes is the desire to
learn the techniques that work. Listening is one thing that most people wish they could
improve. Yet many people overlook the simple and obvious ways they can instantly
improve their listening skills. Here are five guidelines that should help you improve your
listening skills.

Use your Mind

Being a good listener requires a conscious effort. You must listen with your mind
completely engaged. Try listening for accuracy and inaccuracy—it helps keep your mind
alert. Listen as if you are hearing the information for the first time.

Listen for the Whole Message

Many people tune in only to the words of a speaker, not the body language or tone of
voice, so they do not listen to the whole message. In understanding a message, both the
verbal and nonverbal part of the message is important. The purpose of good listening is to
get the best understanding. You cannot do that if you only listen to part of the message.

Control Your Environment

Distractions can destroy listening ability. We are surrounded by noise in the office and at
home. We can be distracted by physical barriers, such as the placement of a desk or a
seating arrangement in a group meeting, or internal distractions. You can be a much more
effective listener if you can control both your external and internal environments. If you
can’t control the environment, reschedule or move to another environment.

Take the Initiative

In order to make better listening a way of life, you have to learn new skills and rid
yourself of “bad” listening habits. This takes time and practice. You can become a better
listener just by learning and practicing one new listening skill every week.

Use Active and Reflective Listening

Both active and reflective listening use the same principles, but their purposes are
different. In active listening, the listener responds to the speaker based on the listener’s
understanding of the message that was communicated. This person is part of an ongoing
conversation, a give and take of ideas. Active listening is used in group problem-solving
situations.

In reflective listening, the listener is primarily a sounding board for the speaker. The
listener helps the speaker come to grips with the problem being communicated.

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Reflective listening is used primarily in one-on-one conversations when the speaker
needs a listener, not advice.

These five guidelines for improving your listening can give you quick and immediate
results. There are dozens of good books about becoming a better listener. By putting
these guidelines to use and learning more about how to become an effective listener, you
will be able to “listen up” and hear what’s really being said.

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 Activity: Questioning &Listening Skills I
I will take the following action to improve my questioning & listening skills:

The effect that this action will have is:

I will know I have been successful because:

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 Activity: Questioning & Listening Skills II
Please use this questionnaire to assess how well your questioning & listening skills have
developed.

Now give the above form (Activity I) to someone that you have had an interaction with
and ask them to answer the following questions and return it to you:

Please consider the conversation that you have just had with ……………….

How well did you think they exhibited each of the points above?

Please give examples.

What other feedback do you have?

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CHAPTER 5: LEARNING OBJECTIVES

Outcomes: Achieving Service Quality Excellence

 Make a commitment to the one-stop service philosophy
 Increase awareness of what it is going to take to get us there

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Achieving Service Quality Excellence:
Level Best Plus Plus
One-stop customer service is more important now than it ever was. As businesses face up
to a fast changing national and international environment their requirements for
intelligent solutions which meet their needs for fast, efficient telecommunications
services are becoming an indispensable component of their overall success. Often in our
attempts to meet these challenges we address knowledge, process, and equip our staff
with all the tools that they require however the all-important ‘people factor’ is somehow
not addressed fully. We need to instill within ourselves and within our staff a deep and
abiding commitment to be the best service provider in the Asia-Pacific. This is indeed a
goal that will take time and much resolute commitment to achieve. However, we have
powerful allies by virtue of careful planning, circumstance and sheer good fortune. We
are indeed fortunate to have a staff that is talented, multi-lingual, and with an in-depth
knowledge of our product. So let us begin stretching ourselves and showing truly what a
team can achieve that is united, focused, and moving on to higher levels of service
quality.

Building Service Quality….Level Best Plus Plus

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Take control. If we wait for someone else-our managers or the team leaders to make
your work more satisfying or to move you up the ladder, you’ll most likely be waiting a
long time. Realize that you, and you alone, are in charge of your life and your work. If
you are dissatisfied with either, it’s up to you to empower yourself and take the necessary
steps to improve the situation.

Set a goal. Identify what you would like to be doing and what strengths you would like to
develop upon to take you to the next level of service excellence. Write a personal mission
statement and set a realistic deadline.

Develop an action plan. What skills do you need to reach your goal? Talk to people who
are already providing the type of service you would like to receive. Then develop an
action plan that will move you toward your goal.

Don’t ignore your people skills. Many people focus on technical skills, while their
interpersonal skills need work, no matter how good they are at the technical aspects of
their jobs, their personal skills hold them back.

Focus on service. Whether you realize it or not, one-stop customer service is a critical
element in any position. Exceptional service is a good attitude, courtesy, integrity,
reliability, helpfulness, efficiency, availability, and knowledge. Exceptional service is
putting the customer first, being responsive to a customer’s needs, and being resourceful
in meeting those needs. If you go out of your way to provide exceptional service, you will
be noticed.

Develop a healthy self-image. Understand who you are and what you are capable of
accomplishing. Praise yourself. Pat yourself on the back. Pump yourself up. Focus on
your strengths and address your weaknesses. Do the same for others on your team. Don’t
compare yourself to others. The only meaningful comparison is between what you are
today and what you can become tomorrow.

Think positive at all times. Feed your mind with positive ideas and avoid negative
thinking. Don’t relive past failures. Mistakes are not black marks on your record or
indications of weaknesses; they are important parts of the learning process. Avoid
associating with negative coworkers. Much like the common cold, negative attitudes can
be contagious. Attitude determines action, and action determines how management sees
you and the job you are doing.

Have fun. All work and no play can do more than make you dull; it can zap you of the
energy you need to perform well. Develop leisure activities that will provide you with
exercise and that are done just for the fun of it. According to psychologists, to be highly
motivated, people need a healthy balance of work and play.

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What is it going to take to get us there?
Listen. Let the customer tell you what is wrong. Even if they sound like their eyes are
going to blow right out of their sockets and they are speaking loudly and in a demanding
manner, let them explain the problem. Listen, but don’t interrupt them.

Put yourself in the customer’s place. Try to understand why they are upset. Show
interest and concern in what he is telling you. Make responses to show that you are
listening. Acknowledge what the customer is saying and repeat it back to them to show
that you understand the problem.

Don’t take it personally. Realize that the need the customer has is with the situation, not
with you. This will help you remain calm, even though you might want to do some
yelling of your own. Keep in mind that, because the customer has chosen to come to you
with his complaint, you have become his advocate and a representative for Singtel’s
service quality.

Ask questions. The key to successfully resolving a problem is to understand exactly what
that problem is. Asking questions helps to clarify the problem-and the solution. It also
pulls the customer out of an irate state and gives him time to cool down. You might even
ask the customer how they would like to have the situation resolved.

Apologize. Make the customer aware you are sincerely sorry about the problem.
Empathy goes a long way toward diffusing a confrontation. Don’t blame the customer or
other team members for the problem. Accept responsibility for it on behalf of the
company.

Offer suggestions. Give the customer one or more alternatives to address his situation.
You might offer to give them an alternative, and work with the customer as a business
partner to give them what they need.

Be honest. If you don’t know how to handle the problem, or don’t have the authority to
do so, tell the customer. Then immediately seek assistance to get the information or
authority on behalf of the customer.

Learn. Ask yourself what you can learn from this customer’s request that will help you
to handle similar situations in the future. Even if you can’t resolve all requests, you will
learn to deal with business customers efficiently and effectively.

Dealing with customer requests is not easy, but if you follow these suggestions, you will
accomplish two things: You will learn how to diffuse a difficult situation, and your job
will become much more enjoyable.

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 Mission Statement
&
Personal Action Plan
Driven by responsibility for meeting and exceeding the needs of Singtel’s business

customers I ………………………….. [Name] commit to meeting Singtel’s goal of being

the best Telecommunications provider in the Asia-Pacific region.

Choose three areas to focus upon to improve your Service Leadership Responsibility

Greeting Verification

Farewell Probing

Solution/Sale

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Set a Goal: What personal strengths would you like to develop and contribute to the team

to meet Singtel’s service quality goals:

……………………………………………………………………………………………

……………………………………………………………………………………………

……………………………………………………………………………………………

……………………………………………………………………………………………

…………

Focus on Service Responsibility and One-stop solutions: To me Service Leadership

Responsibility means that I am accountable to the team, the organisation and myself for

the outcomes of every customer contact.

On every call I will ask the customer, ‘Is there anything else I can help you with?’ The

reason for this is it:

a…………………………………………………………………………………………

b…………………………………………………………………………………………

Understanding that the ‘Call is the Territory’ and that I am an ambassador for Singtel’s

corporate image and identity I will seek to provide solutions that are:

a…………………………………………………………………………………………

b…………………………………………………………………………………………

c………………………………………………………………………………………….

‘Is there anything else I can help you with?

Thank you for calling Singtel 1606’
Date…/…/.…
Signed….………
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