What great looks like

Do your team know what great looks like?dart board

As part of your customer service training by defining what great customer service looks like the better your team understand your end goal and the easier it will be for them to deliver the customer experience you are aiming for.

It’s not just about the behaviours you expect your team to demonstrate in dealing with customers, but it’s thinking about the whole of the customer experience from end to end.


If you don’t already have your service criteria clearly defined you may want to start with a discussion on your company values and expectations towards the customer experience. What is the style and ethos of your business, and how is this reflected in the way you serve your customers?

What do your customers value most?

Understand your customer and who you’re targeting, and reflect on what it is that your customers expect and how they define great service.

If everyone understands what you’re aiming for it makes it so much easier to make decisions based on this outcome. It becomes a part of your culture and way of doing things. And it certainly makes training easier as you know exactly what you’re aiming for.

What’s the experience you’re trying to create?

Over 50% of the customer’s experience is down to emotions. The emotions you create for your customers will define your brand and ultimately build advocates. Focus on – and consistently deliver – the things that matter so your business stands out.

So define those emotions you’re looking to achieve. This then helps get a discussion going on how you might achieve these (which you can incorporate into your training), but this becomes a useful reference point for everyone if they know this is the end goal.

However, it’s worth bearing in mind that if you are a business offering luxury services or products many of your team members may not have experienced these themselves first-hand. So do they really understand what’s expected of them or know when they have delivered it?


Here’s a short exercise to see how you fare and where you might need to focus to get the best from your team in delivering a great customer experience.

  1. How would you define your customer service values?
  2. What aspects of service do your customers value most?
  3. How would you define the type of experience you’re trying to create?
  4. How readily could your team relate to this experience?
  5. What else needs to happen and who else do you need to involve in defining your customer service values?

Once you’ve completed it for yourself, ask your management team to answer each of the questions and finally ask your whole team to answer questions 1-3 (not just customer facing). It will be interesting to see if you all agree!

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