Making a Difference Through Customer Service


Your training package includes 10 booklets, one leader’s guide, and online content.

SKU: AM0001 Category:

Product Description

Does your frontline staff understand the important role they play in your customers’ and your company’s success?

It’s an important message and one which is often overlooked in the busy service environment. But helping reps understand the value of their contributions is one of the most effective ways to improve morale, boost teamwork, and enhance professionalism.

Now, it’s easy to show your staff how they can “make a difference through customer service.”

Your package includes 10 copies of the Training Booklet, one copy of the Leader’s Guide,  and downloadable Certificates.

The Training Booklets may be used on their own as a handout or in more formal training sessions along with the Leader’s Guide and Certificates.

Training Booklet

In Making a Difference Through Customer Service, your team will be reminded of the important role they play in your organization’s success and of the contribution that they make with every customer interaction.

It’s an important message and one which is often overlooked in the busy service environment. But helping reps understand the value of their contributions is one of the most effective ways to improve morale, boost teamwork, and enhance professionalism.

And that’s just what Making a Difference Through Customer Service does.

The guide begins by discussing the most universal benefits of excellent service: Setting your company apart, building positive word-of-mouth advertising, increasing customer value, and increasing customer retention.

Next it covers the expectations that all customers have and that all frontline staff must strive to meet. Customers want to see: Genuine concern, appreciation, respect, integrity, attention, fairness, and a quick resolution of any issues or concerns.

Finally it presents seven ways that frontline service staff can go beyond basic expectations to make a real difference in their organizations.

It is a highly motivational message, backed up with research data, examples and sample phrases to help put these important concepts into action.

Read the table of contents and sample below to see how much useful information is packed into this brief booklet.


  1. Introduction: Customer service matters
  2. Service contributes to every organization’s success
    • Setting your company apart
    • Building positive word-of-mouth advertising
    • Increasing customer value
    • Increasing customer retention
  3. Understanding and meeting customers’ expectations
    • Show genuine concern
    • Show appreciation
    • Show respect
    • Show integrity
    • Show attention
    • Provide a fair resolution
    • Resolve issues on the first call
  4. Support your organization’s service mission
    • Look for ways to improve products and processes
    • Turn complaints into opportunities
    • Be a positive force
    • Maintain your energy and enthusiasm
    • Share your knowledge
    • Work well with internal customers
    • Upsell and cross-sell

The big picture: Customer service matters

For decades customer service was considered little more than a clerical function. Then something interesting happened. Slowly but surely, organizations began to realize that there was actually a lot going on in the service department, and that with a little time and attention, the department could make a huge contribution to the organization.

Modern customer service was born. And what was a long-ignored department became the eyes and ears of the company, listening to customers’ needs and concerns and spreading them throughout the organization. That department that no one really understood began working with at-risk customers to retain them, and with lost customers to win them back. The mysterious department began moving from a service function to a service-oriented selling function and became a profit center for the organization.

But through all of these changes, one important thing remained clear. Every activity of the service department was directed toward one over-arching goal: serving the customer — understanding the customers’ needs, concerns and expectations, and ensuring that they are met in a timely, professional and business-building manner.

Sounds like an awfully tall order, but with the help of this booklet, you’ll discover exactly how customer service helps every organization succeed. How you as a service professional can make a difference in your service department and in your company. And how you can meet or exceed your customers’ expectations at every turn.

Leader's Guide

To help you get the most from your training materials, you’ll receive a copy of the Leader’s Guide. It will show you how to introduce the materials to your staff in a positive and motivating way. How to reinforce important points in the booklet. Plus techniques to keep the message fresh long after the booklets have been distributed.

Best of all, you don’t have to be a professional trainer. The Leader’s Guide includes discussion topics, activities, trainer’s tips, and more.

Read the sample below to see how much useful information is packed into a brief section of this Leader’s Guide.

Supporting your organization’s service mission

This final section of the booklet presents seven ways that frontline service staff can make a difference in their organizations: Improving products and processes, turning complaints into opportunities, being a positive force, maintaining energy and enthusiasm, sharing knowledge, working with internal customers, and upselling and cross-selling. Discussing the following three questions will help you focus attention on how these behaviors can help your own organization.

On a flip chart or white board, list each of the seven ways that frontline service staff can make a difference. Next, consider the following questions with the team:

  • Do all of these behaviors apply to our organization? (Look specifically for behaviors that frontline reps feel do not apply. For example, if a rep says, “We really don’t need to share our knowledge.” That’s a warning sign of a problem and a prompt to discuss how you can better share information.)
  • Are there other specific behaviors that support our service mission? If the team agrees on additional behaviors, add them to the whiteboard and encourage reps to write them at the bottom of page 11 in the booklet.
  • Which behavior is the most important to meeting our service mission? (It’s going to be difficult to choose just one, but a lively conversation will get everyone thinking about this important topic.)


Use these certificates to acknowledge significant learning and development, and to provide motivation to put new skills into action.

Certificates may be downloaded, personalized, and printed.


Making a Difference Through Customer Service is guaranteed. We want you and your reps to use this valuable resource and put its ideas to work in your department. Then, if you are not 100% satisfied, you may return your materials within 30 days for a full refund.

About the Publisher

The Customer Service Group provides ready-to-use tools for customer service training and frontline motivation including a monthly newslettertraining packagesDVDs, and Customer Service Week celebration materials.