Whenever someone we meet has experienced out of the ordinary service
we have to ask them why they were delighted, frustrated or even angry
Often different people tell us about different extremes of service from the same company. If the policies and processes are the same then the only differential is the skill of the people involved.
We have developed the A4 Service Model in order to identify the key stages and skills of a customer service transaction.
Customer service roles come in all shapes and sizes, whether it is working as an adviser in a contact centre or as a member of the in-house hospitality team at a hotel, the stages of a service transaction are the same; however the way it is done may differ.
By using the A4 Service Model opposite we can help you to decide what activities are most relevant to you along with the level appropriate to the desired skills of your people.
We can build development activities that may be used as a one off event, or to form part of ongoing development such as a customer service academy.
To see our current list of service courses simply click here.
ACKNOWLEDGE
- Polite and sincere
- Positive and confident language
- Asks permission to assist
- Smiles
- Facing the customer
- Open body language
ASK
- Allows customer to speak
- Shows genuine interest
- Clarifies requirements
- Standing next to the customer
- Maintains eye contact
- Nodding appropriately
ADVISE
- Advice is clear to understand
- Advice is accurate
- The customer benefits from the advice
- Pointing in general area
ASSIST
- Completes customer’s request
- Asks if any further assistance is required
- Leading the customer to the product
- Hands product to customer
ACKNOWLEDGE
- Enthusiastic
- Asks for the customer’s name
- Explains benefit in assistance
- Responses are upbeat
- Matches the customer’s eye contact and body language
- Shows awareness of customer’s physical space
- Shakes the hand of the customer where applicable
ASK
- Paraphrases the customer
- Asks appropriate questions to the customer’s needs
- Takes notes if applicable
- Questions follow directly from the customer’s last piece of information
ADVISE
- Leans toward the customer slightly whilst listening
- Demonstrates product knowledge
- Shares common ground with the customer through experience
- Anticipates objections
- An understanding of the customer’s business is demonstrated
ASSIST
- Recognises where further assistance is required
- Confirms actions completed
- Clarifies next steps
- Demonstrates knowledge of the product, process or policy
- Introduces colleagues where specialist knowledge is required
ACKNOWLEDGE
- Uses customer’s name frequently
- Language is reassuring
- Humour is used where appropriate
- Creates an environment where the customer can talk
- Positively influences the customer’s body language
- Responds positively to customer’s physical space
ASK
- Clearly identifies all the customer’s needs and issues
- Regularly summarises
- Probes the customer for information professionally
- Gains information about all purchases
- Takes control of the conversation to better assist the customer
- Deals personally with any negative feedback from the customer
ADVISE
- Adviser is clearly an expert
- Recommendations are made to the customer
- Information is presented in a way the customer can relate to
- Advises suitable products not requested by the customer (special offer)
- Displays knowledge of customer’s business
- Responds to customer issues with integrity and care
ASSIST
- Adviser is proactive in exceeding customer expectations
- Customer is assisted from start to finish
- Expertly manages and takes responsibility for the customer’s experience
- Customer is left with a positive image
