The 5 Values of GREAT Customer Service in Training Media Review

We may not like to admit it, but we all come to the table with some baggage. Most of us can cite broad generalizations about behavior that we associate with particular groups. In other words, we may believe people of a certain race, ethnicity, or geographic origin or people belonging to a certain group behave in a certain way. A possibly benign example: all teenagers eat voraciously. But generally these assumptions tend to be destructive; specifically, they're barriers to good customer service.

Oftentimes, diversity in a video simply means different ethnic groups are included in it. This video transcends that gesture, examining issues of diversity related to the customer service experience. It s a good video for any organization s library.

In the first vignette, "Big Customer," an older man is waiting on a customer. Out of the corner of his eye, he notices another man, a big man, and immediately decides he s trouble. It s no accident that the clerk is Caucasian and the stranger is African-American.

Just as the older man is finishing his routine transaction with a customer he knows, the stranger approaches. He asks if the man behind the counter is working alone and the man blurts out, "What do you want here?" The stranger slowly draws his hand out of his pocket to reveal--his business card. He s one of the company s district managers. The clerk is embarrassed. The lesson: don't let your stereotypes get the better of you; always greet the customer and show respect.

The rest of the video takes the viewer through a variety of similar issues from applying generalizations to language barriers. The lessons are important. Great customer service comes from showing respect, personalizing service, paying attention, showing you care, and advocating for the customer. All of these qualities are undermined by assumptions that lead employees to act in the way the older man does in the first vignette. The lessons presented by this video employ a variety of people including customer service providers and customers. Each topic is effectively introduced, presented, and recapped.

I enjoyed the video's emphasis on the reality of stereotypes: they come in a variety of shapes and sizes. Whether it s an assumption that the man in an Asian family always picks up the check or that problems arise from language barriers, we're reminded to look at each situation individually. Using a broad brush to categorize people is a mistake.

During the final few minutes, the video introduces an acronym, G.R.E.A.T. It stands for these imperatives:

• Greet the customer.

• Respect the customer.

• Evaluate the situation.

• Adjust to the situation.

• Thank the customer.

The acronym helps viewers remember the basic message.

A facilitator guide that includes handouts and employee self-assessments accompanies the video. It provides three program formats, two facilitated programs and a self-study. It s a decent aid that doesn t overcomplicate the programs.

Recommendation

This video blends diversity and customer service training--an unusual combination. Stereotyping of customers by service workers can complicate or even destroy the relationship with the customer. This video does an excellent job of defining the problem and showing ways to overcome it. The print materials don't quite equal the quality of the video, however.