This course stresses the importance of customer relations in the business world. Emphasis is placed on learning how to respond to complex customer requirements and to efficiently handle stressful situations. Upon completion, students should be able to demonstrate the ability to handle customer relations.

Prerequisites: None

Corequisites: None

Class Hours: 3        Lab Hours: 0        Clinical/Work Exp.: 0        Credit Hours: 3


Introduction to Customer Service

  • Define Customer Service.

  • Describe a customerís concept of good customer service.

  • Provide an example of an organizationís mission statement.

  • Distinguish between external and internal customers.

  • Contrast traditional customer service with exceptional customer service.

Customer Behavior, Loyalty, and Exceptional Service

  • Describe customer purchasing behavior.

  • Distinguish between customer satisfaction and Loyalty.

  • Explain Customer Turnoffs.

  • Describe the difference between customer expectation and perceptions.

  • Learn Techniques to Measure Customer Satisfaction.

Attitude and Personal Approach with Customers

  • Servicing with a Customer-Oriented Attitude through positive thinking and self-talk

  • Distinguish between outer and inner level customer service.

  • Benefits of building teamwork approach to customer service.

  • Give suggestions to deal with unique customer situations.

Resolving Customer Problems and Complaints

  • Describe activities for active problem solving.

  • Distinguish between disagreement and conflict and outcomes of each.

  • Itemize steps to process customer complaints.

  • Discuss ways to handle angry or complaining customers.

  • Create a script for handling emotional customers

Recovering From and Winning Back the Angry Customer

  • Describe 5 types of customers who defect.

  • List the mains reasons why customers are unintentionally pushed away.

  • Identify various types of feedback, survey and other instruments.

  • Discuss the advantages of obtaining customer comments.

  • Identify key points that should be in win-back messages.

Skills to Better Manage the Customer Service Role

  • Identify techniques to better manage your time.

  • Explain the importance of developing organizational skills.

  • Explain the difference between positive and negative stress.

  • Devise a personal plan that includes several stress-management tips.

Fundamentals of Communicating with Customers

  • Explain the elements in the communication process.

  • Distinguish among aggressive, passive and assertive communication.

  • Compose examples of open, closed, probing, and other questions.

  • Contrast the effects of using positive versus negative language.

  • Describe communication techniques to bring about resolution of conflict situations.

Nonverbal Communication, Dress, Manners and Listening Skills

  • List the elements that constitute a personís body language.

  • Explain and interpret nonverbal communication.

  • Describe a dress code and give examples of business etiquette.

  • Contrast active and passive listening.

  • Cite guidelines to follow when practicing empathetic listening.

Effective Telephone Communication

  • Detail effective telephone communication skills.

  • Describe the process of transferring and putting the customer on hold.

  • List general guidelines for using your voice effectively.

  • Distinguish between inbound and outbound telemarketing.

  • Cite examples of fraudulent telemarketing activities.

Communicating in Writing with the Customer

  • Discuss the importance of knowing who the audience is.

  • Describe different tones of letters and the message received by the reader.

  • List the 3-step approach to the writing process.

  • Describe the revision, editing, and proofreading process.

  • Format a typical business letter and memorandum.

  • Explain the major parts of an e-mail message.

Challenges When Serving Customers On-Line

  • Discuss challenges facing companies in e-commerce.

  • Identify major trends in e-commerce.

  • List the multi-channel communication methods used by online shoppers.

  • Summarize the additional skills required by e-reps.

  • Describe the reasons that employee monitoring is becoming common practice.

Using Technology to Communicate with Customers

  • Describe the use of web-based technologies.

  • Discuss some design principles when developing a web site.

  • List advantages and disadvantages of communicating with customers through e-mail.

  • Explain the importance of netiquette.

  • Describe the application of instant messaging and chats.

The Future of Delivering Superior Customer Service

  • Explain the role of management in customer-oriented cultures.

  • Give examples of measurable standards in customer service.

  • Identify reasons companies should train, empower, and reward service professionals.

  • Suggest ways that companies can recognize and reward customer service representatives.

  • List 4 factors that have an impact on employee retention and loyalty on the job.

  • Describe the talents that a good customer service manager demonstrates.


A Excellent 4 Grade Points Numerical grade of 90 - 100
B Above Average 3 Grade Points Numerical grade of 80 - 89
C Average 2 Grade Points Numerical grade of 70 - 79
D Below Average 1 Grade Point Numerical grade of 60 - 69
F Failed 0 Grade Point Numerical below 60
WP Withdraw Passing 0 Grade Point Issued if the course is dropped after the
census date and on or before the 60% point
of the course unless the instructor issues
a WF based on extenuating circumstances
WF Withdraw Failing 0 Grade Point Issued if the course is dropped after the
60% point of the course or the instructor
chooses based on extenuating circumstances


Regular, prompt attendance is essential for academic success. Students should strive for perfect attendance. It is recognized, however, that students may be absent from class occasionally. Students should reference the instructor's syllabus to determine the attendance requirement for this course. The instructor is responsible for enforcing the attendance requirement. It is the student's responsibility to withdraw from the course. Students may complete the withdrawal process in the Advising Center. Students may receive a grade of WP if they withdraw from a course by the 60% point/date of the course. Any student withdrawals that occur after the 60% point will result in a grade of WF. Exceptions to the "WF" grade may exist if the student has a mitigating circumstance. Students are encouraged to discuss withdrawal options with the faculty member and complete the withdrawal process in the Advising Center. Students who come in after the scheduled starting time or students who leave before the scheduled ending time will be counted as tardy. Students should reference the instructor's syllabus to determine the tardy requirement for this course. The instructor is responsible for enforcing the tardy requirement.


All electronic items, including but not limited to, cell phones, MP3 players, personal data assistants, CD players, headphones, etc. are prohibited in the classroom. All such items must be turned to the off position and stored out of site. Students are allowed to use personal laptops as well as e-book readers or iPads during the lecture period when such access is directly related to viewing an electronic textbook and as requested or specifically approved by the course Instructor. The policy has been established in order to create a classroom environment that is more conducive to learning. If a student is found in violation of this policy, he/she will be asked to surrender the item until class has been dismissed. Repeated violations of this policy will result in the student being withdrawn from the course.


If you have a documented disability and wish to discuss academic accommodations, please contact Frank Pait, Counselor for Students with Disabilities, at extension 4222, in the Learning Assistance Center (LAC) located on the first floor of the Cuyler A. Dunbar Building (CAD).

If you are a student with a mobility impairment and have a class in a multi-story building, please discuss evacuation plans with your instructor.


Students shall be permitted excused absences from all classes two days per academic year for religious observances required by their faith. The absences requested in accordance with this policy are "one of" and not "in addition to" any absences otherwise permitted by the faculty for a class. The excused absence request must be submitted by the second class meeting and a minimum of two (2) weeks in advance of the absence. Please contact your instructor for the required forms.


Students at CVCC are expected to be honest in all academic pursuits, whether class, lab, shop, or clinical. Acts of academic dishonesty are considered unethical and subject to behavior sanctions. Examples of academic dishonesty include, but are not limited to the following:

1. Sharing information about the content of quizzes, exams, classroom/lab/shop/clinical assignments (scheduled or make-up) without approval of the instructor including but not limited to unauthorized copying, collaboration, or use of notes, books, or other materials when preparing for or completing examinations or other academic assignments (scheduled or make-up).

2. Buying, selling, or otherwise obtaining a copy of a quiz, exams, project, term paper, or like document, without approval of the instructor.

3. Plagiarism, which is defined as the intentional representation of another person's work, words, thoughts, or ideas (from any source) as one's own.

4. Failing to follow approved test taking procedures by performing such acts as:
  • Looking on another student's test
  • Use of unauthorized notes; written, electronic, or otherwise
  • Changing answers after exam is scored
  • Verbal, non-verbal, or electronic communication with another student during an exam

Instructors have the authority to impose either a warning, probation, or dismissal from the class for acts of academic dishonesty relative to classes under their supervision.

Students have an obligation to report any acts of academic dishonesty to the instructor or appropriate campus authority when reasonable grounds exist for such a report. Students also have a responsibility to cooperate in the investigation of any alleged acts of academic dishonesty. Failure to report acts of academic dishonesty could result in a behavior sanction as outlined in the Student Conduct Policy, Policy 3.18


Reporting and Response to Sexual Violence, Sexual or Gender-based Harassment, and Other Sexual Misconduct

"Title IX Violations" is the term that will be used to include "sexual violence, sexual or gender-based harassment, and other sexual misconduct" and is explained further in Procedure 3.18.2. The Procedure can be found on the CVCC Website under About Us/Procedures.

Procedure 3.18.2 applies exclusively to Title IX Violations allegations. All other forms of harassment and/or discrimination are handled under Policy 3.18: Student Code of Conduct.

Students and/or employees are encouraged to report Title IX Violations in any of its forms, including, but not limited to, sexual or gender-based harassment, rape, sexual assault, other forcible and non-forcible sex offenses, domestic or dating violence, or stalking, and CVCC supports this procedure for students and employees in compliance with Title IX legislation.

Any student who believes that he or she is being, or has been subjected to, Title IX Violations is encouraged to file a report of the alleged Title IX Violations promptly with the Title IX Coordinator, Dean for the School of Access, Development, and Success.


To Report a Serious Emergency Dial 911 from any campus phone or 911 from mobile phones; then dial 711 (Campus Safety & Security) from a campus phone.

For specific CVCC emergencies guidelines, please refer to the CVCC Emergency Guidebook


Quickly get all persons behind a locked door, close blinds, lock all windows/doors, and turn off lights. Sit against an interior wall away from windows and doors (hide). Keep cell phones ON in silent mode or vibrate. Do not leave the locked area until notified by a known CVCC administrator or by law enforcement that the emergency is over.

Seek Shelter (tornados, hurricanes, etc.)
Move to hallways and/or other inner rooms. Stay away from windows and doors. Sit on floor facing the inner wall and shield head with hands. Remain in shelter until notified by CVCC administration or by emergency personnel that the danger is over.

Building Evacuation
Leave the building immediately and proceed to a parking lot location at least 300 feet from the building. Do not delay to retrieve books or other personal items. Do not use elevators. Do not touch suspicious objects. Stay clear of the building once outside. Faculty should take class rosters if possible and account for all students at evacuation locations. Report any special assistance needed to CVCC faculty/staff or to emergency personnel. If you are aware or suspect someone is trapped in a threatened building, notify CVCC faculty/staff or emergency personnel. Remain at your building evacuation location until further instructions are provided by CVCC administration or by emergency personnel. In case of bomb threat, avoid using cell phones and wireless devices; this may detonate the bomb.

Smoke, Fire or Hazardous Materials
Activate the nearest fire alarm. Before attempting to fight a fire, notify someone nearby. Never attempt to fight a fire larger than wastebasket size. Close doors and windows to isolate the problem if the situation permits. If trapped in a building during a fire, use wet towels or cloths to protect you from flames and smoke. Stop/drop/roll if your clothes catch on fire. Do not open doors that feel hot. Always stay between the fire and an exit. Stay low to the floor as you try to exit.

Personal Emergencies
Unless you feel threatened, stay with the victim until emergency personnel arrive. Avoid contact with bodily fluids. Stay calm and try to minimize panic. If the person is conscious, ask if he/she is a High School student (if so, include this information in your 911 call).

Emergency Procedures Revised: April 4, 2012

Cell phone backup to 711 Campus Safety & Security:

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