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How can you create a customer service playbook for your team?

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A customer service playbook is a document that outlines the best practices, processes, and standards for your customer service team. It helps you align your team's goals, expectations, and performance, as well as provide consistent and high-quality service to your customers. Creating a customer service playbook can seem daunting, but with some planning and collaboration, you can make it a valuable resource for your team. Here are some steps to follow to create a customer service playbook for your team.

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1 Define your vision and mission

The first step is to define your vision and mission for your customer service team. What is the purpose of your team? What are the values and principles that guide your team? What are the goals and objectives that you want to achieve? Your vision and mission should be clear, concise, and inspiring, and reflect your brand identity and customer expectations. You can use a vision statement and a mission statement to communicate your vision and mission to your team and stakeholders.

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2 Map out your customer journey

The next step is to map out your customer journey, which is the path that your customers take from the first contact to the post-purchase stage. You need to understand your customer's needs, pain points, emotions, and actions at each stage of the journey, and how your team can deliver value and satisfaction. You can use tools like customer personas, journey maps, and feedback surveys to create a comprehensive and realistic customer journey.

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3 Establish your service standards

The third step is to establish your service standards, which are the criteria that you use to measure and evaluate your team's performance and quality. Your service standards should be aligned with your vision and mission, and reflect your customer's expectations and preferences. You can use metrics like customer satisfaction, retention, loyalty, and referrals to set your service standards, and use tools like service level agreements, quality assurance, and coaching to monitor and improve your service standards.

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4 Document your processes and procedures

The fourth step is to document your processes and procedures, which are the steps and actions that your team follows to execute your service standards. Your processes and procedures should be clear, consistent, and efficient, and enable your team to provide seamless and effective service to your customers. You can use tools like flowcharts, checklists, scripts, and templates to document your processes and procedures, and use tools like training, feedback, and updates to ensure your team follows them.

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Marco Mehler

Project Implementation Analyst at FIS (NYSE, a Fortune 500 Company) | PM | B2B2C | Fintech
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I've been training customer service representatives for a number of years. Therefore, I've experimented with a number of templates and methods to assist my training sessions. If you're documenting processes and procedures, do so with the audience in mind. Try to see the world from their perspectives. It matters if you're training new hires or veterans. For my veterans, I have put together an Excel spreadsheet spanning dozens of tabs, each tab outlining a different procedure, step-by-step, complete with screenshots and the whole nine. For recent additions, I like to train with power point presentations. I let them read each slide to me and demonstrate the process in real life to make sure they understand and are engaged.

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5 Create your resources and tools

The fifth step is to create your resources and tools , which are the materials and systems that your team uses to support your processes and procedures. Your resources and tools should be relevant, accessible, and user-friendly, and help your team to solve problems, communicate, and collaborate. You can use tools like knowledge bases, FAQs, manuals, guides, and software to create your resources and tools, and use tools like testing, maintenance, and security to ensure they work properly.

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6 Review and update your playbook

The final step is to review and update your playbook regularly, which is the process of evaluating and improving your playbook based on your team's performance and customer's feedback. Your playbook should be dynamic, flexible, and adaptable, and reflect the changes and trends in your customer service environment. You can use tools like audits, surveys, and analytics to review your playbook, and use tools like revisions, additions, and deletions to update your playbook.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tina A. Arora

Executive VP @ Commonwealth Bank of Australia | Leading Compliance OpsTech and CX Strategy | Culture and Mental Health Advocate
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Craft a customer service playbook as an interactive choose-your-own-adventure story. Think of an example as ‘Handling a customer complaint creatively.’ Team members engage in narratives where they make choices at pivotal moments. Each choice has consequences, and immediate feedback guides learning. Role-playing reinforces these lessons. Complexity increases as stories progress. Track progress, encourage peer learning, and maintain a scenario repository. This adaptable approach fosters creativity, adaptability, and empathy, preparing your team for diverse customer interactions. As Phil Collins said, “In learning, you will teach, and in teaching, you will learn.”

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How can you create a customer service playbook for your team?

1

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3

4

5

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1 Define your vision and mission

2 Map out your customer journey

3 Establish your service standards

4 Document your processes and procedures

5 Create your resources and tools

6 Review and update your playbook

7 Here’s what else to consider

Customer Service Operations

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How can you create a customer service playbook for your team?

1

2

3

4

5

6

7

1 Define your vision and mission

2 Map out your customer journey

3 Establish your service standards

4 Document your processes and procedures

5 Create your resources and tools

6 Review and update your playbook

7 Here’s what else to consider

Customer Service Operations

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