(bright music) How can you avoid some common customer service issues? In these lessons, I'll walk you through ways to improve customer service quality, resolve complaints, balance speed with quality, evaluate goals, and implement changes in your customer service workflow. (air whooshing) Achieving best in class customer service should be a primary organizational focus from leadership on down. It is equally important to recognize how poor customer service can affect your organization. Poor customer service can have a negative impact on your business in many ways, up to and including reputation, sales, and retention. (air whooshing) In today's digital age, news can travel around the world in an instant. (air whooshing) If potential customers see negative online reviews of your company, products, or services, they may not do business with you. A reputation takes years to build and seconds to destroy. Earning and keeping it is a daily struggle. (air whooshing) If a company has a poor customer service reputation, they will lose sales, and customers will look to competitors to fulfill their needs. The cost of poor customer service can directly affect companies' profits and, by extension, employees' pay. In turn, your customer service team members will bear the brunt of customer complaints. Over time, this can lower team morale and reduce retention. Substandard customer service leads to a variety of serious problems. You can avoid these issues by applying the right strategies to improve your customer service quality, such as: (air whooshing) employee empowerment, training, and analysis. (air whooshing) It's essential to empower employees to help solve customer complaints and settle outstanding issues on their own. Usually the first thing a disgruntled customer says is something along the lines of, "I would like to speak to the manager." While the employee tries to get the manager on the phone or in person, the customer can grow even more agitated. Allowing a team member to meet customers' needs directly increases customer service quality, shows the customer that the company wants to make them happy, and helps shorten and defuse the situation.