Telephone customer service representatives (CSRs) give an organization heart, soul and feelings. They are often the first point of contact for customers, a critical component in how customers judge an organization, and ultimately whether they'll want to do business with that organization. In response, organizations expect their telephone service representatives to provide the empathy, knowledge and problem solving abilities that keep customers happy. That's a lot to expect, but with the right basics, CSRs can provide the excellent service that both customers and organizations expect.

When a customer or potential customer calls and speaks to a CSR, there is aMoment of Truth during which the customer evaluates the company. It may be a subconscious mental rating or, after a few encounters, a deliberate one. Research has shown that positive perceptions of an organization's service can offset negative perceptions of its products. But, if the perception of customer service is poor, the customer will probably never change his or her negative assessment of the organization.

In today's competitive marketplace, even just one bad experience can cause a customer to take their business to another company. To keep loyal customers, then, it's crucial that every service opportunity, orMoment of Truth, no matter how brief, make a great impression.

Viewers will learn eight key skills for quality customer service:

- use good communication skills
- know your products and services
- personalize the call
- listen carefully to callers
- encourage complaints
- manage complaints with a service recovery plan
- stay calm -- give feedback and offer a solution
- recognize opportunities to make a sale