Customer Service Representative Manual

🎯 Overview

Welcome to Richter's Beautification and GreenX Lawn Care. As a Customer Service Representative, you are the voice of this company. Every phone call, every interaction, and every word you speak shapes the customer's first impression of who we are.

📋 General Job Responsibilities

You are to perform the following duties as a CSR for Richter's Beautification and GreenX Lawn Care:

• Answer telephone calls and schedule incoming service calls and new customer inquiries
• Process website scheduling requests submitted through the company website
• Track advertising sources — every new caller must be asked how they heard about us and that source must be recorded correctly
• Conduct customer follow-up calls as directed by management
• Support various marketing efforts as needed throughout the season
• Manage account changes, billing questions, cancellation requests, and service disputes

📌 What the Company Expects From You

You are on the front line of this company. Everything you do — or don't do — either helps or hurts the technician's ability to service the customer.

1. Attend a 1-day in-house CSR training course within your first year of employment
2. Attend Weekly Meetings for Office Personnel consistently
3. Understand that all phone calls are recorded for quality assurance — every call counts
4. Learn and execute the procedures in this manual — "Do what's in the book and you're off the hook"

💪 The 9 Ways CSRs Impact the Company

💰 The Value of Every Call

Every call you receive has the potential to become a $500 sale if the service tech closes it properly. That number represents a full lawn care program for a season — before upsells.

⭐ Characteristics of a Great CSR

#1 — Be Curious

Ask questions. Ask follow-up questions. Dig in. A great CSR wants to fully understand the customer's situation before offering solutions.

#2 — Be Personable

Bring your personality to the call. Your tone should be upbeat and slightly higher pitch than your normal voice. A flat, monotone voice signals boredom or disinterest — the customer will feel it.

#3 — Have a Clear, Distinct Voice

Speak clearly. Speak as if someone is standing 15 feet away from your desk and needs to hear you. A soft voice signals weakness and lack of confidence.

#4 — Have Patience

CSRs sometimes have down time. Use it to invest in your customers. Every person who calls is your customer, not just the technician's. There is no rush. Listen fully before you respond.

#5 — Be Detail-Oriented

Before you end any call, you should know: who, what, where, when, and how. Details prevent errors, callbacks, and service failures.

#6 — Be Empathic

Connect with the customer on a human level. Show genuine concern when something is wrong with their lawn. Use language like: "Oh no, that must be frustrating!" or "Don't worry — when our tech arrives, he'll take care of everything!"

#7 — Listen — Really Listen

Slow down. Let the customer talk. Ask questions and wait for the full response. Never cut the customer off. Listen closely enough to use their name correctly throughout the call.

🖥️ SA5 Overview

SA5 (Service Assistant 5) is the desktop software for customer accounts, invoicing, scheduling, and program management. Mobile Live is the field tablet app for technicians. CSRs work primarily in SA5.

📋 SA5 Key Screens

Service History

View a customer's complete service history. Look for completed and pending applications, service call codes, and notes from technicians. Always review before making recommendations or handling complaints.

Condition Code History

Abbreviations from previous applications submitted by technicians. Check the condition code book if you encounter unfamiliar codes. Common categories: weeds found (various types), cultural issues (mowing height, watering), pest observations.

Active Jobs

Y = active service on account, N = non-active or skipped. Review Active Jobs before recommending add-ons to avoid suggesting services the customer already has.

Scheduled Specials

Won't show if already completed. Always check account history before recommending add-ons — a one-time service may have already run.

Tech Notes

Read technician notes to understand what's happening in the field. Notes added to customer history help provide full context during future calls.

Office/Service Notes for Tech

This is where you write instructions for the technician. Be specific — include gate codes, dog warnings, customer preferences, meeting requests, and any access issues noted by the customer.

📧 Gmail & Email Setup

Gmail is your primary email tool for customer communication. All templates from Chapter 7 should be sent from the shared office inbox. Use the customer's first name in every email — never "Dear Valued Customer."

📱 Mobile Live Basics

Mobile Live is the tablet app used by technicians in the field. Understanding what technicians see helps you communicate effectively and answer customer questions accurately.

🌅 Morning Routine

Complete these tasks every day before taking customer calls:

1 — Log In and Check Messages

• Log into your computer and log into SA5
• Check voicemail and email immediately — overnight messages must be reviewed and actioned before the phones get busy
• Prioritize urgent messages: complaints, access issues, manager notes

2 — Review Today's Schedule

• Pull up route schedules for all active technicians
• Note special accounts, callbacks, or flagged work orders from the previous day
• Identify schedule gaps where same-day bookings could be added
• Confirm any property evaluations or manager appointments

3 — Check Route Completions (Previous Day)

• Review any incomplete or skipped stops from the prior day
• Follow up with customers who had access issues (locked gates, dogs in yard)
• Confirm invoices were sent and door hangers were completed for all stops

4 — Prepare Your Desk

• Have current reference materials ready: active coupon/mailer codes, program pricing, source code list
• Know today's advertising offers before you start taking calls
• Review any manager notes or priority accounts for the day

📊 Call Volume Management

During High-Volume Periods

• Work efficiently but never rush a customer
• Complete each call fully before taking the next
• Track all missed calls and return them before end of day

During Low-Volume Periods

• Follow up on pending callbacks and account cleanup
• Complete data entry corrections and sourcing reviews
• Review FAQ and program knowledge — use quiet moments to improve

📬 Voicemail Processing

• Listen to all messages before returning calls
• Prioritize: complaints and urgent service issues first, then callbacks, then new inquiries
• Log every voicemail with date, time, caller name, callback number, and nature of the call
• Return all voicemails before end of day

📋 The 13-Step Call-Taking Procedure

Step 1 — Speak Clearly

Your phone voice may be different from your normal voice. Annunciate your words. Do not mumble. The customer must be able to understand every word you say without asking you to repeat yourself.

Step 2 — Speak Loudly

Volume matters. Test yourself: have someone stand about 15 feet from your desk. If they cannot hear you while you're on a call, you need to speak louder. Soft voices convey weakness and lack of confidence.

Step 3 — Use the Customer's Name (4+ Times)

Once you have the customer's name, use it frequently throughout the call. You should use the customer's first name at least 4 times during the call.

Step 4 — Show Empathy

Empathy is one of the most powerful tools in a CSR's toolkit. When a customer calls with a lawn problem or concern, they want to feel heard before they feel helped.

• "Oh no! That must be really frustrating."
• "I completely understand — let's get this sorted out for you."
• "We have a couple of customers who have had similar situations, and we absolutely took care of them."

Step 5 — Reassure the Customer

After showing empathy, reassure the customer that everything will be handled. Put them at ease:

• "Our technicians are really great — everything will be all right once they arrive."
• "Don't worry — when our tech gets out there, they'll take care of everything."

Step 6 — "How Did You Come to Call Us Today?"

Ask every new caller this exact question. This is not optional. This is the only way we can plan our marketing and advertising budget correctly.

• If they say "online," ask whether it was a Google search, a Google ad, social media, or another source
• If they say "a flyer in the mail," record the source code from the flyer (e.g., D1-2025, D2-2025)
• If they say "a neighbor referred me," note both the source code and "Referral"

Step 7 — Advertising / Tracking

Confirm any active promotional offers. If the customer mentions receiving a mailer, confirm the offer code and source. Keep a copy of current mailers and coupon codes at your desk at all times.

Step 8 — Repeat the Information Back

Before moving on, repeat the customer's key information back to them: name, address, phone number, email, the service being scheduled, and any notes or special instructions. This catches errors before they become problems in the field.

Step 9 — Explain the Pricing System

Avoid giving specific prices over the phone whenever possible. Our pricing is based on lawn size, program level, and applicable discounts.

Step 10 — Payment Method

Ask the customer how they plan to pay for services: "We accept cash, check, and credit card. How will you be paying for your services today?" You need a response — do not move on without one.

Step 11 — Putting Calls on Hold

You should never put a customer on hold unless it is absolutely necessary. If you must:

1. Always ask permission first: "May I put you on hold for just a moment so that I can [reason]?"
2. Do NOT put them on hold until they say yes
3. If the hold will take longer than expected, pick up and update them

Step 12 — Thank You for Holding

When you return after a hold, always say: "Thank you so much for holding — how can I help you?"

Step 13 — Confirm the Homeowner / Payer

Before ending the call, confirm that the person you spoke with is responsible for payment. Ask: "Are you the homeowner?"

• If yes — proceed normally
• If no — ask who will be paying. Collect the homeowner's contact information if needed.

⏸️ Hold Procedure Summary

💬 Empathy Scripts for Common Situations

"My lawn still has weeds after treatment."

"There's damage on my lawn — did you do something?"

"I didn't ask for that service — why was it done?"

"I want to cancel."

(Then transition to the retention flow — see Chapter 6.)

📥 4.1 — New Customer Inquiry — Lawn Services

Key Discovery Questions

1. "That's great! Can I get your name and the best address for the property?"
2. "How did you hear about us?" — Record source code: D1-2025, Referral, Google, etc.
3. "Have you ever used a professional lawn care service before?"
4. "Is there anything specific going on with the lawn that you'd like us to address — weeds, thin areas, grubs, anything like that?"

Talking Points

• Our program consists of 6 visits per year, spaced 4–6 weeks apart, specifically designed for SE Michigan lawns.
• We use organic-based, locally sourced granular fertilizer with liquid weed control. Family-friendly, pet-friendly.
• Grub prevention is included with the full program — free the first year, 50% off every year after.
• Free service calls are included with the full program.
• No contracts — Michigan is a no-contract state. Service auto-renews season to season, but you can cancel anytime.
• We'll email an estimate within 24 hours if we need to measure the property.

🌳 4.2 — New Customer Inquiry — Tree & Shrub / PHC

Key Discovery Questions

1. "Can I get your name and address?"
2. "Tell me a little bit about what's going on — is there a specific tree or shrub you're concerned about, or are you looking for a general program?"
3. "Do you know what species the tree or shrub is?" (Don't worry if they don't — that's what the evaluation is for.)
4. "How did you hear about us?"

Talking Points

• We offer a free arborist evaluation — one of our certified technicians will come out and make recommendations at no charge.
• Our Tree & Shrub program includes 5 visits starting with a dormant oil spray, followed by 4 insect and disease control applications.
• We also offer deep root feeding, trunk injections, winter protection, and specialized programs for crabapples, pears, and conifers.
• We do not offer tree removal or cleanup — refer to Eager Beaver Tree & Stump Service: (810) 922-0856.

📅 4.3 — "When Is My Next Treatment?"

😟 4.4 — Complaint — Unhappy With Results

Key Discovery Questions

1. "Can you describe what you're seeing?" — Weeds? Brown spots? Thin areas? Damage?
2. "About when did you first notice this?"
3. "Have you been able to water regularly?" (Ask gently — not accusatory)

🚫 4.5 — Complaint — Missed Service / No-Show

What to Check in SA5

1. Was the service actually completed? (Look for a printed/completed invoice.)
2. Were both a flag/sign and an invoice left?
3. Was the service rescheduled due to weather or access issues?

• Service was completed but customer didn't notice: "It looks like our tech was there on [DATE]. Sometimes the flag can blow away or the invoice falls off the door."
• Service was genuinely missed: "I'm so sorry — let me get you rescheduled right away."
• Unclear if completed: "I want to verify this with the technician and have a manager take a look."

🚪 4.6 — Cancellation Request

Follow the Retention Ladder from Chapter 6: Address root cause → 7% Prepay → Free Liquid Aeration → Basic Program → 4 Applications → Graceful exit.

🔁 4.7 — Re-Treatment / Service Call Request

💧 4.7B — Common Watering Questions

Watering is one of the most frequent customer questions. Use these responses:

"How much should I water my lawn?"

"My lawn is brown even though I water every day."

"When is the best time to water?"

📤 Outbound Calls

4.8 — Estimate Follow-Up

Call 3–5 business days after sending an estimate with no response.

• Remind them of the 7% prepay discount.
• Mention spring routes fill up quickly.
• If they got a lower price elsewhere → offer the Basic Program and highlight our differentiators.

4.9 — Service Confirmation

4.10 — Post-Complaint Follow-Up

Call 5–7 days after a manager visit or re-treatment for a complaint.

4.11 — Win-Back Call — Lapsed Customer

Reach out to customers who cancelled or didn't renew. Best in early spring before Round 1.

• Mention upgraded grub prevention product (Acelepryn).
• Offer 7% prepay as welcome-back incentive.
• If they cancelled over price → offer Basic program.
• If not interested: "No worries at all. If you ever want to come back, we'll be here. Have a great season!"

📋 5.1 — Programs Overview

Richter's Lawn Care — Program Services

GreenX Tree & Shrub Care — Program Services

🌱 5.2 — The 6-Round Lawn Program

🔧 5.3 — One-Time & Add-On Services

🎁 5.4 — Program Bundles

📅 5.5 — Scheduling Rules

• We schedule by route — no specific dates or appointment times can be promised
• Can avoid certain days of the week (e.g., mowing day) — note it on the account
• Text notification sent day before application
• Customer does not need to be home — just needs full property access
• Pre-notifications can be customized (text, email)

Route Change Handling

• Weather delays: Reschedule within a few days; notify customer if possible
• Access issues (locked gates, dogs): Document and follow up with customer next business day
• Emergency service calls: Fit into existing route gaps with manager approval

📞 5.6 — Service Call Scheduling

1. Pull up account → Review program → Verify 21-day window
2. Select correct SC code → Add detailed notes
3. Schedule with manager approval on timing

Lawn Division Service Calls

Pest Division Service Calls

🚫 5.7 — Services We Do NOT Offer

🔄 The Retention Flow

When a customer calls to cancel or expresses pricing concerns, work through these steps in order. Do not jump ahead. Give each step a full conversation.

Step 1 — Offer the 7% Prepay Discount

Step 2 — Add a Free Liquid Aeration

Step 3 — Offer the Basic Program (No Grub Prevention)

Step 4 — Reduce to 4 Applications

💬 Key Talking Points for Retention

1. Long-Term Value: "Our services provide long-term lawn health — not just a temporary green-up. We use organic-based fertilizer that is locally sourced, family-friendly, and pet-friendly."
2. Local Expertise: "We are a trusted, local, family-owned company. We buy our products from a local supplier, which means we can adjust our blends at a moment's notice based on Michigan's weather."
3. Superior Grub Prevention (Acelepryn): "We absorbed the cost of switching to Acelepryn — a higher-quality grub prevention product. From what we've been told by our suppliers, we are the only company in our area that has made this switch. Merit — what most companies still use — is becoming ineffective."
4. Be Flexible: Work with the customer to find the right option for their budget. Keep the relationship.
5. Encourage Prepayment: The 7% discount is real, tangible savings. Frame it as a smart financial decision.

📊 Source Code Tracking for New Customers

Every new customer must be sourced correctly in the system. This is mandatory.

If a customer mentions both a mailer and a referral, record both: e.g., D1-2025 / Referral

⚖️ Dispute Handling

Dispute 1 — Grub Prevention Authorization

Dispute 2 — Auto-Renewal Disputes

If service already ran — escalate credit/refund decisions to manager. Do not commit to credits on your own.

Dispute 3 — Damage Claims

📋 Customer Complaint Documentation

When documenting a complaint, record all of the following:

• Customer name, date, invoice number, technician name
• Phone numbers and best callback time
• Full description of complaint
• Whether customer wants the same technician back

Email completed complaint form to both the Office Manager and Branch Manager.

📞 Running Late Scripts

📋 Retention Offer Summary

📞 Phone Estimates — The Approach

Never give specific prices over the phone. Our pricing is based on lawn size, program level, and applicable discounts.

📋 Setting Up New Customer Estimates

Capture and record the following for every new estimate:

1. Full name (confirm spelling)
2. Service address (confirm zip code + gate codes or access notes)
3. Phone numbers — primary and secondary
4. Email address — ask every caller
5. Source code — how did they hear about us?
6. Program requested — confirm bundle level if applicable
7. Payment method — cash, check, or credit card
8. Special notes — gate codes, dogs in yard, preferred contact time

Enter in SA5 with ESL (Estimate Lawn) or EST (Estimate Tree) code. Email estimate within 24 hours with prepay letter attached.

📤 Estimate Follow-Up Protocol

• Call 3–5 business days after sending if no response
• Remind of 7% prepay discount — spring routes fill quickly
• If lower price elsewhere → offer Basic Program + highlight differentiators (organic, local, Acelepryn)

⬆️ Upselling Existing Customers

Review the account in SA5 before making recommendations. Check "Scheduled Specials" and "Active Jobs" to avoid recommending what they already have.

🎁 Program Bundles for Upselling

🏷️ Discount Codes Reference

🔀 Common Objections & Responses

💳 Common Billing Questions

📄 Invoice & Payment Details

• After every application: sign/flag on lawn corner + invoice on the door
• If both are missing: manager evaluation within 24–48 hours
• All services auto-renew season to season (stated on flyers, prepay letters, confirmations, invoices)
• No contracts — Michigan is a no-contract state
• Cancel at any time
• Payment methods: Cash, check, credit card. No ACH at this time.
• Online payment via website account

💵 Statement Fee Policy

• $5 statement fee applied at 45 days past due
• 9 times out of 10 — credit the fee when the customer calls
• Run by manager before crediting amounts larger than the $5 statement fee

🔄 Auto-Renewal Handling

Services auto-renew by default. This is disclosed on: direct mail flyers, prepay letters, confirmation letters, every invoice.

• If customer disputes: acknowledge, pull up account, explain policy, offer to cancel going forward
• If service already ran + customer disputes: escalate credit/refund to manager

🏷️ Discount Codes Reference

✅ Pricing — What You Can and Cannot Say

🔚 End of Day Closeout

1 — Clear the Call Queue

• Return all outstanding voicemails and missed calls
• No open callback should remain unresolved without an explanation note

2 — Review the Day's Work Orders

• Confirm all new customer accounts were entered correctly and sourced properly
• Confirm all service calls were entered with detailed notes
• Review any account changes made during the day

3 — Update Manager on Pending Issues

• Flag any unresolved customer complaints or escalations
• Note any customers who threatened cancellation (retained or not)

4 — Check Tomorrow's Schedule

• Review tomorrow's route for completeness
• Flag scheduling gaps or issues for manager review
• Confirm scheduled property evaluations or manager appointments

5 — Log Out and Secure Your Station

• Log out of all systems at end of day
• Clear any customer-sensitive information from your desk — no account info left visible overnight

📅 Weekly Meetings for Office Personnel

Mandatory — no exceptions. Missing this meeting requires advance notice to your manager.

Topics covered:

• Active advertising campaigns and new source codes
• Program or pricing changes for the current season
• Customer complaint trends or recurring issues
• Schedule and route planning updates
• Recognition and performance review

🎙️ Quality Assurance — Calls Are Recorded

Every inbound and outbound call is recorded for quality assurance purposes. This is non-negotiable.

Recordings are used to:

• Review and coach CSR performance
• Resolve customer disputes where the call record is relevant
• Verify what was said during a booking, cancellation, or service agreement

🤝 Coordination with Technicians and Managers

With Technicians

• Do not contact technicians directly on non-urgent matters while in the field — route through the manager
• If a customer requests to meet their technician, note it on the account and communicate through the manager
• If a technician calls in with a field issue, document it in the system and notify the manager

With Managers — Escalate These Immediately

• Credit or refund requests above the statement fee credit
• Damage claims
• Customer threats to contact the BBB or file a complaint
• Any situation where you are unsure what to say
• Account disputes that cannot be resolved with the retention flow
• Property evaluations (PEV) — schedule with manager approval