Mazda Training manual - part 131

Introduction and Objectives 

Curriculum Training 

9 

6 – The Customer Service Ladder 

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Your Notes 

 

 

LOYAL 

ADVOCATE 

 
 

VERY 

SATISFIED 

 
 

SATISFIED 

 
 
 

LOWEST 

ACCEPTABLE 

LEVEL 

 

APATHETIC 

 
 
 
 

UNHAPPY 

 
 
 
 

VERY 

DISSATISFIED

 

Tells everyone about you, refers 

other people to you and always 

returns to buy 

 

Tells a few people about you, 

refers a few people and 

sometimes returns 

 

May tell someone about you, if 
asked, and may refer others to 

you and will buy if convenient to 

them 

 
 
 
 

Tells no-one about you, is not 

likely to refer anyone but may 

buy again 

 

Tells at least 10 people how bad 

you are, will never refer you to 

anyone but may come back 

after a few years 

 

Tells anyone who will listen how 

terrible you are, will never refer 

you to anyone and will never 

come back  

 

EXCELLENT 

 
 
 

VERY GOOD 

 
 
 

GOOD 

 
 
 
 
 
 
 

FAIR 

 
 
 
 
 
 
 
 
 

POOR

 

CSI Level 

Effect on 

Customer 

Customer Action 

 

Introduction and Objectives 

 

10 

Curriculum Training

 

1.6 Course 

Objectives 

 

7 – Course Objectives 

 

 

By the end of the training, you will have: 
•  reviewed why complaints offer you the chance to provide excellent customer service 
•  examined your duty of care to the customer, and what may happen if complaints are 

not handled correctly 

•  learned the skills involved in dealing with aggressive customers 
•  discussed the ways in which simple complaints can escalate into conflict situations 
•  identified your own style of dealing with conflict at work 
•  decided upon the ways in which conflict situations can be handled and result in both 

parties being satisfied 

•  examined the stress that can be caused to you and how to deal with it 
•  practised the skills learned during the course 
•  completed a plan for the future. 
 

End the Introduction by asking delegates for their own objectives. 

Write these on a flipchart and refer to them during the course as the points are dealt 
with. 

 

The Importance of Complaints 

Curriculum Training 

11 

2.  The Importance of Complaints 

By the end of this session you will have: 

 

8 – The Importance of Complaints: Objectives 

 

 
•  discussed the nature of complaints and why they occur 
•  examined the reason why complaints are opportunities for you to display excellent 

customer service skills 

•  discussed aggressive and irritable customers and the ways in which emotions can take 

control of situations. 

 

2.1 

The Nature of Complaints 

What is a complaint? 

Discuss this definition. 

 

9 – What is a complaint? 

 

 

Any expression of dissatisfaction by a customer, with a product or service, however small, 
whether considered justified or not. 

 

Why do complaints occur? 

What do you do that causes them? 

 

Refer delegates to their pre-course work on the principal complaints 
they receive and the reasons why they happen. 

Discuss their thoughts, especially the reasons why complaints 
occur. 

 

The Importance of Complaints 

 

12 

Curriculum Training

 

 

Your Notes 

Look for typical complaints such as: 

Not being kept informed 

Parts delayed – not ordered – vehicle off road 

Bad workmanship 

 

 

 

 

 

2.2 

Complaints as Opportunities 

Explain the following survey results: the most important customer wishes when 
dealing with the dealership: 

 

10 – Summary of the most important customer wishes 

 

 

 

 

 

 

 

 

 

 

 

 

 

Point out that the slide shows the importance of service: 
•  The way customers are dealt with and the convenience of the service represent 

65% 

•  Work quality and price represent only 35%. 
Then go through these notes. 

Quality of 

work 

About 20%

 

Treatment and 

Convenience 

About 65%

 

Right price for 

quality work 

About 15%