Unformatted text preview: to
be there for someone' appears in this instruction: customer care training
materials and management books about customer relations draw extensively
on the register of therapy and counselling. In some instances, routine service
work is portrayed as if it were a caring profession in its own right. Management consultant David Freemantle, for example, in a book titled What
Customers Like About You: Adding Emotional Value for Service Excellence and
Competitive Advantage, advises service workers (e.g. shop assistants) to practise
what amounts to amateur therapy on their customers (Freemantle 1998:
. If a customer comes across as cold and dident, convince yourself that beneath the
surface is a warm, caring, loving human being. Try to reach that suppressed
warmth by injecting emotional warmth into your own words.
. If a customer comes across as being overpowering and eusive, convince yourself
that beneath the surface is someone who is desperate for recognition and
admiration. Therefore in responding to the customer, try to underline your
words with a tone of emotional approval.
. If a customer comes across as being kind and caring then respond in th...
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- Spring '08
- The Land, Call centre, Blackwell Publishers Ltd.