CSIA CEO Anouche Newman discusses the attitudes and traits to look for when hiring staff in customer-facing roles.


  1. Treat the customer with a mutual respect

Win-win service model employees put themselves in the shoes of the customer and seek their respect. Rather than using formulaic scripts, they acknowledge the importance of humanity by communicating in an authentic way. They know that each customer has unique needs and, when given the right information, can make their own decisions.

  1. Act as a genuine problem-solving resource

Customer service employees are resources that customers can use to solve their problem. Those with a win-win lens on customer service delivery will view themselves as such and take a genuine interest in solving the customer’s problem. They’re not afraid to ask questions and they focus on getting to the crux of what the customer needs and why it is that the customer has reached out to them for help.

  1. Know that the customer’s happiness affects their happiness and the bottom-line

Effective customer service professionals value the satisfaction of the customer. They know that if the customer experience is below par, this will reflect poorly on the organisation and will prevent the customer returning. To avoid this, win-win employees prioritise customer relationships over other tasks, responding in a prompt manner.

  1. Understand that strong team relationships are vital for the overall standard of customer service

Win-win employees treat their colleagues and their customers with the same level of respect. They understand that strong internal relationships help drive employee passion for the customer and that an employee cannot be expected to perform if they are not adequately supported by their colleagues. These customer service employees therefore replicate authentic customer interactions with their colleagues, leading by example and offering support and motivation wherever it is needed.

  1. Incite loyalty through meaningful relationships

To develop loyalty, those that embody a win-win view of customer service will go out of their way to meet the unique needs of the customer, facilitating a positive experience and thereby a commitment to the brand. They will anticipate the future needs of their customers by considering problems holistically and offering their services for any future issues. Under these circumstances, the customer will more likely return when they again need assistance. To maintain this loyalty, win-win employees, where applicable and possible, will keep regular contact with their customers.


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