What is a Client (Customer)?

Lesson 1 of 12

Learning Outcome:

• Identify and explain what good client (customer) service involves and how it can benefit a
business.

• Understand what constitutes bad client (customer) service and the implications it has for a
business.

• Distinguish between the different types of clients (customers).

• Discuss what technical and soft skills are important for providing good client (customer)
service.

To begin with, we need to think about what we mean by a customer. In a healthcare setting,
“customers” are often referred to as clients or patients. As with any other business, they are paying
for the service they receive (directly or indirectly) and are still customers. Although the primary focus
is on healthcare, it is still important for the business to provide good “client” service that will
encourage the client to continue patronising the business. There are three types of clients
(customers):

Regular Clients (Customers)

These are clients who have used a business’s goods or services within a set time frame. For some
businesses, the time frame may be short; for instance, a general practitioner may only consider
someone to be a regular client if they have used the service within the last three months. Other
businesses may view someone as a regular client, even though they have not used the service in the
previous few years (e.g., a physiotherapist).

Regular customers are the most important of the three customer groups since they have a current
relationship with a company; they give a business a reason to stay in touch with them. These
customers also represent the best market for future sales, especially if they are satisfied with their
current relationship with the business. Getting this category of customers to purchase more is less
expensive and time-consuming than finding new customers. Regular customers know and hopefully
trust the business and, if managed correctly, are easy to reach with promotional deals (i.e. a special
discount for a new product or service). Also, they can become indirect promoters of the business by
discussing their experience with friends and colleagues.

- Good Client = Satisfied Client = Business Growth

Potential Clients (Customers)

This group of customers includes those who have yet to use the products or services of a business
but are what the company believes have the potential to become regular clients. This might include
the following;

• Having a need for a product or service.

• Having the financial means to purchase said product or service.
Locating potential clients is vital for a business for two reasons:

1. Existing clients may become former clients (e.g., decide to switch to a competitor business)
and need to be replaced by new clients).
2. Although regular clients are the best for future sales, new clients are needed for a business
to grow.

Former Clients (Customers)

This group consists of those who have formerly had dealings with the business. However, the
business no longer feels the client is a regular customer, either because they have not purchased
from the business within a specific time frame or through other indications (e.g., they have used a
different clinic for their health check-up).

What this group means to the business will depend on whether the customer’s previous relationship
was considered satisfactory to the customer or the business. For instance, a former customer who
was not treated well by the company will be more difficult to persuade to use the business than a
former customer who liked the business but decided to use another business with a similar service at
a lower price.

- Bad Client Service = Dissatisfied Client = Business Loss

3 ACTIVITIES AWAITS!!

What is Client (Customer) Service?

Lesson 3 of 12

It is crucial to start by understanding what is meant by customer service. In essence, it is the service a
business provides to its clients before, during and after using products and services provided by the
business.

Good customer service provides an experience that meets their expectations and results in satisfied
clients. Good customer service involves developing connections with clients, hopefully leading to
long-term relationships. These relationships create advantages for both customers and the business.
Clients benefit because the company provides a service or produces a product that meets their
needs. The business benefits because satisfied clients are likely to be repeat clients. They will stay
with the business. It is easier to keep clients than attract new clients. However, good customer
service is not always easily achieved as it takes time to establish. It requires hard work to deliver
consistently good customer service.

Good customer service speaks for itself. There are a variety of benefits that businesses can reap the
rewards of if they put in the effort and consistently provide good customer service to their
clients/customers. Some of these benefits may include:

• Increased customer satisfaction, which will result in positive word of mouth and social media
reviews for the business.
• Repeat customers who are loyal to your business and the products/services they provide.
• Increased revenue, sales and profits due to an increase in business.
• A positive public image and a good reputation.
• A more effective and happy workforce, as satisfied customers can help create a more positive
working environment.
Providing good customer service comes at a cost, however. The company will have to invest money
into providing adequate staff training programs centred around customer service. They may also
spend more money on wages for customer service experts and highly skilled employees. There may
also be an added cost for extra services that a business provides, e.g., refreshments.

Good customer service starts with the idea of “respect”. It is essential to treat internal clients within
the business the same as your external clients. This influences how work colleagues and individuals
act towards each other as well as how they deal with clients. Businesses must focus on providing
good quality customer service in order to help them in the marketplace.

Poor Client
(Customer)Service

When a customer’s
expectations and needs are
not met, this would be
considered bad customer
service. There are varying
degrees of what lousy
customer service is.
Situations where customer
requests are ignored or
where staff are being rude
are widely considered bad
customer service. However,
bad customer service and negative experiences can come from something quite simple and easily
preventable.

• Some common examples of poor customer service include but are not limited to:
• Having to contact a company multiple times to resolve a problem or for a question to be
answered.
• Providing the customer with false or inaccurate information about a company’s products or
services.
• When employees behave rudely or have a bad attitude when interacting with a client.
• When support staff lack empathy or emotional engagement with their customers.
• Putting customers on hold for long periods of time or transferring them multiple times
during the telephone conversation.

Poor customer service has adverse effects on business, such as decreased customer loyalty and
higher customer turnover. When clients have had a bad experience with customer service, they will
tell other people about their experience. Unfortunately, this may be the only time this has happened
in the business or organisation. However, people are far more likely to remember the bad
experiences than the excellent service they might have received.

There are a variety of consequences for providing consistently bad customer service over a period of
time. Some examples include:

• A damaged reputation.
• Unconverted leads and a loss of potential customers.
• Increased number of complaints that must be dealt with by employees.
 • Loss of regular customers, as they may switch to using competitors’ products and services.
• Unsatisfied customers.
• A loss of revenue.
• Unhappy customers may post about their bad experiences on social media.
• Higher employee turnover due to staff facing and dealing with angry customers.
• Lack of internal harmony with employees due to increased stress.

Companies need to understand that providing customer service of a high standard plays such a vital
role in the success of a business. A business that wants to thrive must focus on delivering customer
satisfaction – if they don’t, the consequences can be truly detrimental. It is not simply enough to
have a good product or service - if your customer service is not up to scratch, then the business’s
lifespan may be cut short. Companies must concentrate on the causes of bad customer service and
how they can improve it.

• Some solutions to improve customer service include:

• Taking the time to understand their customers’ needs and expectations fully. If a business
misunderstands its customer expectations and fails to meet them, it inevitably causes poor
customer service experiences.
• Hiring the right people who have the relevant experience, skillset, attitude, and mindset for
the job.
• Providing adequate product knowledge and basic customer service skills(opens in a new
tab) training to untrained employees. This training will ensure that employees are equipped
with the tools to deliver excellent service and are aligned with the company’s goals/vision.
• Actively trying to improve employee engagement and overall motivations towards their
work. Engaged employees are usually enthusiastic and more likely to create emotional
connections with customers.
• Reducing employee burnout. If an employee works in a stressful work environment with low
morale, has excessive workloads, or is poorly managed, this can inevitably lead to lower
efficiency, lower productivity, and poor customer engagement.

https://youtu.be/nxtaMdu55Ug

2 ACTIVITIES AWAITS!!

Client Service Skills - What Do We Need?

Lesson 5 of 12

When we interact with a client there are different skills we need to make the client’s experience a
positive one. We can describe these skills as two types;

Technical Skills

These skills show the client that you understand the product or service you are selling. The best
employees have deep knowledge and understanding of how your product or service works.

Not everyone in your business needs to have a deep understanding of the product or service.
However, your employees need to know how the product or service works and how it can help the
client do what they want or need. It is essential to put yourself in the client’s shoes to try and
understand how the product or service can help them or achieve what they want it to. Therefore,
staff need to know the ins and outs of how it works, so when clients run into a problem, they can
help them.
 Soft Skills

These are interpersonal skills that help an

employee’s interactions with clients. Soft skills
are described as interpersonal skills.

These are often described by using terms often

associated with personality traits, such as:

• Optimism.
• Common sense.
• Responsibility.
• A sense of humour.
• Integrity.

They also include abilities that can be practised

(but require staff to genuinely like other people)
such as:

• Empathy.
• Teamwork.
• Leadership.
• Communication.
• Good manners.
• Negotiation.
• Sociability.
• The ability to teach.

These are the skills that will help you keep

clients and make sure they keep coming back.

2 ACTIVITIES AWAITS!!

Service Skills - A to H

Lesson 7 of 12

To employ the best candidates for client service roles, employers will seek applicants with various
skills. We will discuss each of these on the following pages.

Assertiveness

When dealing with a client, you want to take control of the situation and efficiently assist the client.
If you show you lack confidence, the client may not trust you. However, you do not want to be too
aggressive or demanding. This kind of demeanour can upset the clients. Speaking in a strong, steady
voice, asking direct questions to the client, and keeping focused on what you need to do, will
demonstrate confidence without being aggressive.

Closing Ability

Closing ability is not about closing a sale. Being able to close with a client means you can finish the
conversation with a confirmed satisfaction from the client and, most notably, the client feeling as
though everything has been taken care of. Remember to take the time to confirm with clients that
each and every issue they have raised have been addressed. Your willingness to do this will show the
client three things;

• That you care about getting it right.

• That you are willing to keep going until you get it right.
• That the client is the one who “determines” what is right.

Communication

Good communication is essential in client service. You need to know what the client wants and
explain how you can help the client. Speaking clearly (this might be speaking loudly enough) and
speaking in a confident tone will help you communicate clearly and positively with your clients.
These skills are also essential in phone discussions and any form of written communication (including
emails). We will discuss this in further detail later on.

Dealing with Conflict

In client service, you deal with many clients who have a problem that needs to be solved. It is
essential to develop creative problem-solving skills. Always make sure that you understand the
client’s situation clearly and offer a possible solution(s) to their problem. Think outside the square;
you will need to think of solutions that fit the specific client’s needs. If you cannot solve their
problem, find someone who can help them. Follow up with the client to make sure that you have
solved their problem. Clients appreciate when you show interest in them and your willingness to
help them however you can.

When writing to clients, be sure that you use the correct grammar and spelling and use words they
can understand. Often because we work in a job, we develop slang words or shorten and abbreviate
words or expressions we use regularly. Usually, this applies to the more technical aspect of the
service or product. You might understand what the terms mean; however, the client may not. Check
to see if the client does understand. You can do this by asking a simple question about the product or
service. Their response will help you determine if you have communicated clearly to them.
Sometimes drawing a diagram can help.

Empathy

It is essential to understand how a client feels. An important skill is to recognise and understand a
person’s emotional state. If you struggle to show empathy, try and put yourself in the client’s shoes;
think about how you would feel if you were in the same situation. How would you like to be treated?
By asking yourself this, you will connect better with your clients and be more able to assist them.

Humour

A sense of humour can make a potentially stressful client service interaction more enjoyable. It is
essential to remember never to laugh at the client (they might be making a mistake or having trouble
understanding something). Just laugh with the client.

Service Skills - I to Z

Lesson 8 of 12

Patience

Patience is a skill that needs to be at the top of your skills list. It is essential to show patience to
clients. Often a client needs support when they are confused or frustrated. If you deal with clients
regularly, be sure to stay patient when they come to you confused and frustrated. Take time to
understand what they want - clients want competent service rather than feeling rushed away. You
need to be able to calmly handle all clients, even the most difficult ones. Remain calm and relaxed,
even when your client is not. Patience and self-control will keep you from getting upset and lessen
the chance of you saying something inappropriate to your client.

Positivity

A positive attitude goes a long way. Make sure you know all the benefits and features of your
business’s product or service, and market these to the client. Suppose a client has a problem with a
product or service; focus on what you can do to help. You don’t want to appear too happy when a
client is upset, but being proactive and optimistic can also help a client stay positive.

Professionalism

Clients like to feel as though you have made a connection with them. A friendly manner will help you
build rapport with clients. However, when they explain an issue, they do not need to have you
discuss your own personal situation to a related problem. A simple comment such as “I understand”
or “I know how you feel” will make the client feel that you understand and appreciate their issue.
The client wants to know that you are focusing on them.

Sometimes there are clients you can never make happy - this may have nothing to do with you,
simply they are having a bad day, or they are someone who constantly complains. All they want to do
is argue with someone. It is vital to remain calm and positive when dealing with these people; they
may be just plain grumpy.

https://youtu.be/uaQkJjyNJj0

Taking Responsibility

A skilled client service representative can apologise when things go wrong, for example, when
something is late or of poor quality. It is essential to be able to apologise to a customer on behalf of
your business, even when the problem was not your fault.

Time Management

Sometimes you cannot help a client. If you don’t know the solution or cannot do what the client
wants, be honest and let them know. Do not spend more time than necessary trying to solve
unsolvable problems. You will be wasting the client’s time and your own time. It is also important to
manage client expectations. Do not make promises that cannot be kept. Advise clients exactly when
you think deliveries will be made or products will be available. If there will be a delay, let the client
know as soon as possible.

3 ACTIVITIES AWAITS!!

Phone Help

Lesson 10 of 12

Some clients think that help over the phone is the easiest way to quickly get their problems solved,
while many others hate hanging on the phone. As a client service representative, the caller’s attitude
can make phone calls very challenging.

The Phone is Ringing...

When you are in client service, everything seems to be going right until the first angry clients call you
with their issues. The first thing you need to do to improve your phone support is to pick up the
phone! It should not ring more than three times before being answered, so even if it is not your
responsibility to answer the phone – do not ignore it and do not hesitate – pick it up if there’s no one
else around.

A phone call still is the most popular way of getting support because it gives clients the most
significant chance of having their problem solved immediately.

“Thank you for calling; how may I help you?”

Identifying yourself and the company when picking up a phone and speaking clearly (remember no
eating or chewing gum is allowed) with a pleasant and polite tone will help you start a decent
positive conversation.

There’s a possibility that the phone caller will only ask several questions about your product(s) and
services. Sometimes details like product availability or delivery time need to be clarified. Phone calls
like this are easy if you know your business and its procedures.

Placing clients on hold and transferring their phone call to another person should be done only when
there is no other choice and asking for permission to transfer the caller. However, if there’s a chance
that the wait time will be too long, it is better to ask for their name, number and the message to pass
on. The most important part is to make sure that someone actually calls back the client.

Put Yourself in the Caller’s Shoes

Answering a phone call is all about understanding the caller’s point of view and realising what the
issue or need is. Try and make the caller feel comfortable by allowing them to take the time to
describe the issue while you provide some knowledge about the subject. This is a natural way of
gaining trust and helps with going through the resolution process with the client.

View this video on tips for providing exemplary client service within the healthcare industry:

https://youtu.be/Ux_-wFMN6wg

Keep Your Nerves Under Control

There are moments when the relationship between a phone caller and an operator is quite tense. Try
to be prepared – think ahead and minimise the negative emotions connected with phone support.
Avoid untrained employees picking it up, putting people on hold, playing annoying music and
constantly transferring visitors. Clients appreciate you calling back with a solution instead of keeping
them hanging on the line. If they really have to wait, they’d rather listen to relevant information
instead of silly tunes or, even worse – silence.

1 ACTIVITY AWAITS!!