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5 Values of Great Customer Service, The

A values-based approach to serving diverse populations.

Award Winner

Media Type - DVD
Subject(s) - Customer Service

Customer service interactions can be complex under the best of conditions. Add issues of language, race, gender, religion, age or disability into the mix, and we often find otherwise competent employees acting in ways ranging from mildly inappropriate to inexcusably rude.

The customer demographics for most organizations are changing in such a way as to increase the diversity of the populations we serve. This makes it imperative that we improve our customer service training so as to prepare employees to meet the challenges this diversity can present. Simple platitudes about the customer being "number one" or providing "first class service" are not enough. We must work on the values and skills employees need to meet or exceed the expectations of ALL their customers.

The 5 Values of GREAT Customer Service presents a values-based training approach to meeting this challenge. The video component, when taken together with the exercises and activities in the facilitation guide, offers a comprehensive approach to developing customer service relationships built on a foundation of respect.


Program Objectives

By viewing the video program and working through the support materials, participants will...

  • Better understand how to provide ALL customers with GREAT service
  • Be aware that how customers perceive the service we offer and how we perceive the needs of our customers may depend on their (and our own) personal and cultural perspectives
  • Develop a values-based approach to customer service
  • Become familiar with the G R E A T acronym and know how to apply it to our relations with our customers

Program Contents

The 5 Values of GREAT Customer Service (24minutes) opens with a series of 5 dramatizations. Each of these underscores one of the values we will explore.

Show Respect - Every customer is your most important customer
Personalize - Avoid preconceived notions and stereotypes
Pay Attention - Assess how customers want to be served and adjust
Show You Care - Present a positive, supportive attitude
Advocate - Stay on your customer's side

A diverse group of customers share their personal experiences and feelings to help bring the impact of the 5 Values to life.

The program then explores how we can integrate the 5 Values into our daily work. To do this, we introduce the G R E A T acronym. This stands for ...

Greet all customers & make them feel comfortable
Respect cultural & other personal differences
Evaluate how your customers want to be served
Adjust your approach to match your customer's needs
Thank your customers for their business.



"I have been using your video "The 5 Values of GREAT Customer Service" for the past 2 years in an acute care hospital and other health care settings. It is the best learning tool I have seen or used! The content is relevant for inclusion in diversity awareness and cultural competence training as well. I have recently gone out on my own and will be working as an OD and leadership development consultant across multiple industries. I would like to tell you that the purchase of the video is my first purchase as an independent consultant! I will be using this in multiple industries, including health care, other service industries, banking, and academia. I want to thank you for developing such a great product! I will be looking at your other products as I build my practice."

- Anne M. Fryer,FRYER Consulting,Medfield, MA

  • Support Material - Facilitator's Guide with Handouts
    Length - 24 minutes
  • Pricing
    Price - INR 26,750
    Intl. Price - US$ 725.00