Shine Academy - Customer Service

Providing excellent customer service is vital for NHSBT to manage our business. Although our customers don't have an option to go elsewhere to donate, they do have the option of not making that next appointment to donate.

Good customer service leads to great customer satisfaction, satisfied customers are more loyal and loyal customers are what we need to keep our blood stocks high.

Dissatisfied customers tell their friends about the poor service they've received.

So...ready to deal with furious and frustrated customers? 

This course will help you make even the angriest customers happy.

In this section you will learn to respond to personal insults made by angry customers, and to control yourself being cool as a cucumber in the face of stress.

Mischief happens...

Often some people have ideas of fighting fire with fire when we try to handle an insulting, manipulative or frustrated customer and it seems unfair that we aren't allowed to argue back.

The customer may be abusive but by shouting and arguing you will not resolve the issue and end up with complaints to senior management, perhaps feeling stupid and losing that customer.


Meet Jane

This is Jane. She is a new customer support manager at NHS Blood and Transplant at Filton.

Jane is initially employed  for a two-month probation period. Jane is very nervous and diffident.

Customer Service Techniques

To be prepared for customer support challenges, Jane should learn the right techniques to overcome the possible problems. Here are techniques Jane needs to defuse the outraged customer.

  • Admit mistakes technique is used to calm down the customer by admitting the mistake, whether you made it personally or someone else within NHS Blood and Transplant made it.
  • Allow venting is used for allowing the customer to let off steam uninterrupted, the idea is that the customer will eventually calm down on his or her own.
  • Empathy statements are used as the primary response to any situation where the customer is upset or angry. The idea is to prove to the customer that you understand his or her emotional state.
  • Not taking the bait technique means not responding to insults or abusive comments made by a customer.
  • Preemptive strike means anticipating a problem a customer might face and acknowledging it before the customer brings it up.
  • Provide explanations technique means giving clear explanations to the customer.

Handling insulting customers

It's Jane's second day at the office, and she has a stressful call from a furious customer. She is at her wit's end and needs assistance. Keep in mind that Jane's career depends on the outcome of this conversation.

Choose the defusing techniques used by Jane

  • Allow venting
  • Empathy statements
  • Provide explanations
  • Not taking the bait
  • Admit mistakes
  • Preemptive strike


Jane is exhausted but happy. With your help she managed to deal successfully with her first angry customer. A lot of new challenges are ahead but Jane is on the right track to keeping our customers happy.