Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

Documentation Report

Capacity Building in Effective Customer Service (Component 1B)

February 4 to 5, 2008 Eden Nature Park, Toril, Davao City
Introduction
The Davao City Chamber of Commerce and Industry, Inc., realizing the value of increasing the capability
of the business environment has partnered with the Philippines-Australia Human Resource Development
Facility, a program which envisions to achieve a sharper focus of Human Resources Management and
Development (assistance) in the Philippines. In its endeavor to better serve its clientele, the DCCCII has
seen the need to conduct a series of trainings on Capacity Building in Effective Customer Service. The
training program has four major components with the first component being subdivided into three:
Component 1A (7 Habits of Highly Effective People), Component 1B (The Culture and Techniques
Customer Service Orientation in a VBSO), and Component 1C(The Culture and Techniques Customer
Service Orientation in a VBSO).
This report is a documentation of the highlights of the seminar on Component 1B - The Culture and
Techniques Customer Service Orientation in a VBSO.

The Participants
There were thirty (30) participants coming from the Board of Trustees, the Program Management Team,
SMERN Consultants, Nominated Committee Chairs, and representatives from the Partner Agencies. The
list of participants can be found in the table below:
Table 1. List of Participants
1

John Y. Gaisano, Jr.

Chairman of the Board, BOT

Simeon P. Marfori, II

President

Leny V. Castillo

BOT - Executive Vice President

Antonio T. Dela Cruz

BOT - VP for Trade and Commerce

Atty. Domingo T. Duerme

BOT Trustee

Myrna P. Valdez

BOT - Corporate Treasurer

Sofronio M. Jucutan

BOT Trustee

Evelyn G. Lavina

BOT Trustee

Andre Joseph Fournier

BOT Trustee

Philippines-Australia Human Resource

Development Facility
1
0
11
1
2
1
3
1
4
1
5
1
6
1
7
1
8
1
9
2
0
2
1
2
2
2
3
2
4
2
5
2
6
2
7
2
8
2
9
3
0

Davao City Chamber of

Commerce and Industry, Inc .

Conrado T. Hernaez, Jr.

DCCCII - Executive Director

Leah Fe P. Villasfer

DCCCII - Finance and Admin Asst.

Jennifer B. Erazo

DCCCII - Membership Devt Officer

Ana Theresa E. Jalipa

DCCCII - DATE Asst. Project Officer

Herma Joy M. Herrera

DCCCII - DATE PO/BDA Trade and Investment

Promotions

Mary Anne L. Abundo

DCCCII - Advocacy Officer

Rudy D. Lange, Jr.

DCCCII - EEA Project Coordinator

Maharlika Filipina Cossid

DCCCII - KM Officer

Ma. Asuncion N. Asuncion

DCCCII - PAHRDF Project Staff

Manny O. De Luna

DCCCII - SMERN Consultant

Ma. Christina B. Ramos

DCCCII - SMERN Consultant

Vincent Rodriguez

Nominated Committee Chair

Guillermo Prat

Nominated Committee Chair

Edwin Maraon

Nominated Committee Chair

Yvonne Cabada

Nominated Committee Chair

Antonio Ajero

Nominated Committee Chair

Dominador Dizo

DA - Agricultural Center Chief III

Glorijen Llave

Internet Caf Assn of Davao (ICAD) - Trustee of Govt

Affairs

Mirasol Domingo

DOST - Admin Asst III

Nelly Esperanza

DTI - Chief, Trade and Industry Specialist

Delia Ayano

DTI - Chief, Trade and Industry Specialist

Highlights of the Proceedings

Most of the participants arrived the previous day since the venue was quite a distance from the city
proper. Board and lodging accommodations were provided to the participants.

Day 1

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

Registration and Opening Program (9:00am 9:30am)

Registration of participants started at 8:30am. Thle opening program started at 9:00am with the Opening
Remarks given by DCCCII Chairman of the Board Mr. John Y. Gaisano III. He emphasized the
importance of knowing the vision of the Chamber and of knowing what the customers really want. He
also said that the purpose of said training is to build the Chambers capacity in order to better serve their
customers.
The Resource Speaker for this training is Ms. Lai Raymundo, Training Director for Impact SCS whose
expertise is in Customer Service.

Expectations Setting (9:30am 10:00am)

The participants were asked to group themselves and share what they expect to learn from the training.
Questions to be answered are the following:
What I want from this course is . . .
One thing I hope will happens is . . .
One thing I hope will not happen is . . .
I will know the course has been successful is . .
Answers of the participants were:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.

How concepts on Customer service as a science

Create a special culture of Cust Service within the chamber
Clarification of standards
Effective delivery of CS
Share experiences
Integrate ideas on effective CS
Develop a system to develop/retain members
Bring knowledge to own organizations
Learn techniques and skills
Practical and economical application of CS
How to say YES
One common definition of CS
Customer delight
Create a Credo within the industry in Davao
Way of life CS
experiential learning (SLEs)

It is the objective that by the end of the training the Chamber will have established a culture of excellent
customer service and professionalism.

SESSION PROPER
Ms. Raymundo shared to the participants that Quality Service is no longer a competitive advantage but a
means for survival. The evolution of Customer Service has now gone from internally defined in the early
70s to turning customers into raving fans in the 21st century. (see Powerpoint Presentation)
Activity: Sharing of SLEs - What Constitutes Excellent Service

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

The participants were asked to divide themselves into groups of 5 and elect a secretary/reporter. Each
member was asked to share an experience exhibiting Customer Delight and one experience that
disappointed them as a customer. From the experiences shared identify what were the service
disappointers and the service enhancers. They were to identify 2 to 3 factors that constitute excellent
customer service.
Identified factors by the participants are the following:
1. pre-emptive approach
2. Seamless service
3. whole package of CS (personality, smile, asking people what they need)
4. service recovery
5. speedy service
6. courteous service
7. human factors
8. system
9. initiative
Activity: Exercise on Quality

The participants, in their respective groups, were given

popsicle sticks and a bottle of rugby. They are tasked to
make as many quality boxes as they can in the time given
them.

Presentation of outputs:

The ones who stood as judges were the Resource Speakers: Ms. Lai Raymundo and Cheryl Alcantara.
Judging was based on the quality of the boxes made. Both judges stepped on all the boxes. Reactions
of the participants were mostly of shock.
Ms. Raymundo emphasized the importance of giving customer delight, that the customers should be
turned into raving fans with the quality of service they give to the customers. The Chamber should put
importance on the view of the customer even though there are times that customers dont know what they
want.

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

Ms. Raymundo introduced the Dimensions of Service Quality:

1. Access
2. Communication
3. Competence
4. Courtesy
5. Credibility
6. Reliability
7. Responsiveness
8. Security
9. Tangibles
10. Understanding/Knowing the Customer
Definition of Moments of Truth: Any episode where a customer comes into contact with any aspect of your
business, no matter how distant, and by this contact, has an opportunity to form an opinion about
your business, and eventually about the quality of your product or service.
The Cycle of Service:

Start
Moment of Truth
End

Moment of Truth

Workshop: Cycle of Service

The participants were assigned the following transactions: Inquiry on Membership, Trainings,
Consultancy, Business Information, and Events/Activities.

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

They were tasked to plot out the cycle of service of their chosen transaction, and the Moments of Truth
the customer experience with the chamber.

Outputs:
Group I: Cycle of Inquiry - Membership
INDUCTION
1. TEL INQUIRY/ PERSONAL VISIT
Staff
Office
Tour
Benefits, fees
Welcome
Programs
Convenience
Collection

Requirements/

7. PAYMENT
8. ORIENTATION

Qualifications

Processes

6. APPROVAL
Achievements/ History
STATUS

Waiting time for approval

5. SUBMISSION
4. (FILL-UP)
APPLICATION FORM
- Friendly?
- Cumbersome? Deliver/Fax/
- Intimidating

Officers
Membership Profile
Visit to Chamber Office
2, DECISION
Online
3. REQUEST
Application
APPLICATION
YES

Group II: Cycle of Inquiry - Trainings

# OF RINGS
ANSWERED

TRAINING
PROPER

FOLLOW-UP
REMINDER
- confirmation on what
(arrangement and training to attend to
details)
- submission of
requirements

GREETINGS

CHANGE REFERRAL
OF
INFORMATION
(Quality & Reliability)
- schedule & list of
trainings
- resource speakers
- assessment
- brief

NO - Feedback

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

Group III Cycle of Inquiry - Consultancy

LOCATING DCCCII-OFFICE
- signages
- parking
- lobby

FEEDBACK (promptness)

MEET WITH CONSULTANT

INITIAL INQUIRY FROM THE

GUARD
- directory
- ID
- logbook
- intercom
- grooming

REFER TO THE
CONSULTANT/EXPERT
- set meeting
- provide contact details
- provide copy of CVs
- copy of interview for
Consultant

ACCOMODATION OF
INQUIRY BYTHE DCCCII PMT
- FIO
- initial interview using standard
questionnaires
- determine if expertise is
available

Group IV Cycle of Inquiry Business Information

ENVIRONMENT (ambience of
DCCCII)
- cleanliness
- grooming
- meeting room
- lighting
- furniture
- noise

Philippines-Australia Human Resource

Development Facility

END

Davao City Chamber of

Commerce and Industry, Inc .

START

Visit, call or email Chamber Office

PROGRESS MONITORING
- feedback

QUERIES

START OF BUSINESS

PROVISION/ REQUEST FOR ASSISTANCE

- business box
- consultancy
- logistics

Group V Cycle of Inquiry Events/Activities

SPECIFICATION OF INFORMATION
- updated/current
- complete/accurate

INVOLVEMENT
- incentives/tax/BOI
- business permit registration process
- capitalization
- documentation; financial, technical, legal
- labor market
- Raw materials
- FS
- Policies

Philippines-Australia Human Resource

Development Facility

END

EVALUATION
(feedback from the exhibitors)

Davao City Chamber of

Commerce and Industry, Inc .

START

PROMOTIONS
- brochures
- invitations
- confirmation
- queries to the office

IMPLEMENTATION
- secretariat assistance
- organization
- response to the exhibitor needs

Is DCCCI willing to do all these?

Willingness is there but there is a problem on the resources
We could tap business establishments who could possibly donate construction
materials

Any change that one implements in the company, there will be reactions
We should all agree what we could do right away, in a few years time, etc. See what is
doable and achievable

Session Ended: 6:15pm.

DAY 2
Preliminaries/Management of Learning (8:30 to 9:00am)
The second days activities were started with a prayer. Ms. Cheryl Alcantara then facilitated the
Management of Learning using the Snowball activity. Several sheets of paper were layered and formed
into a ball. The participant who is unable to catch the ball will be asked to share what he or she has
learned from the previous days lecture.

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

The 5-Step Process

Stage 1: Understand your Customer and Set your Service Strategy
Stage 2: Set Superior Service Standards
Stage 3: Build a Winning Team
Stage 4: Check-up Regularly
Stage 5: Provide Proactive Problem Solving
What is a Service Strategy?
A distinctive formula for delivering service
Your operating plan for how you deliver service to your customers
Workshop - Writing your Service Strategy
A description of your customers
Describe what you offer to your customers and how these answer your customers needs
Describe the differentiating factors you will employ while serving these customers
A brief description of what you as an organization believes in.
Output:
Group I. A description of your customers
The DCCCII is an organization for people in the business sector. We provide quality services to
corporate and individual members, affiliate members, partner agencies and general public
interested in business. These quality services are complemented by service-oriented staff and
management
Comments:
Mr. Tony Ajero customers are segmented, so we should define it one by one. We need
to further define who the customers are; the general public are prospective members
Ms. Raymuno said that maybe it would be better to segmentize the members into the
different sectors
Mr. John Gaisano our client is the businessman. That is why it is called Davao City
Chamber of Commerce and Industry. We partner with the government to help us serve
our members and so the partner agencies are not members.
Mr. Tony Ajero - As a service organization, we should treat everybody as a customer
both internal and external. The government agencies are our partners. And since this is
human relations, and so it needs a lot of customer service.
Mr. John Gaisano our primary customers are the businessmen

Ms. Raymundo: the human factor side that sir tony is mentioning can be placed in the
differentiating factor or the final statement like we treat everybody as our customers
Ms. Raymundo the question here is who do we serve? Do we exist to serve the partner
agencies? No. that is why the partner agencies are not our customers.

Ms. Delia Ayano as a prospective customer, for me to be able to know that I am

qualified to be a member, I will need details on the type of customers; suggest to
incorporate a description of customers

Ms. Raymundo: one strategy is collaborating partnering/networking with line agencies

(can be placed in II or III)

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

Group II. Describe what you offer to your customers and how these answer your customers needs
We act as a one-stop-shop for the
1. Players of the business community the main mandate of the chamber is the advocacy
through this, we provide our stakeholders an avenue to voice-out their concerns. We serve
as catalyst.
2. We serve as a channel for linkages, partnerships, agenda for any business entity
3. We offer a set of value-added system or standard such as trainings, improvement and
consultancies.
Comments:
Mr. John Gaisano the professional staff are the conduit to our members; the valueadded system is okay, although training is not a priority.
- what do we want to achieve? To accomplish?
Ms. Myrna Valdez trainings and seminars are part and parcel of sharpening the saw. If
there is a passive and intangible result of trainings which we radiate to everyone of the
members. It is a factor which is needed to think well. It is imperative that trainings
should be included.
Ms. Delia Ayano Item 3 is important because it can somehow make the organization
become sustainable
Mr. Tony dela cruz training is important; the consultancy business should be improved.
The chamber should be the one to go into consultancy with the business establishment.
DCCCII should run the whole show and the consultants be given the honorarium and not
the other way around.
Ms. Lenny Castillo the trainings are for the businessmen.
Mr. Jun Evangelio the trainings and consultancies are for the businessmen but part III
still should be put there even if its not a priority

Group III. Describe the differentiating factors you will employ while serving these customers
Our effective and proven advocacy program has helped address the concerns of the local
businessmen on the local and national level through a strong partnership with concerned
agencies (private and government)
We help improved the businesses of various sectors that we serve through capacity building
trainings and seminars, consultancy and SME services.
We enable our PMTs for them to provide excellent service to our clients.

Comments:
Mr. John Gaisano we have proven advocacy on the local and national level (local
councilor; national congressman); only invite people who are relevant to the issue
at hand; address the problem that is important and urgent or important but not urgent

Ms. Lai said, the statements should be in the present tense

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

Mr. Boy Jucutan going to right govt agencies (local and govt) but with regards to the
bridge in Maa..we go not only to the lawmaking agencies but also to the executive
branch of the government

Mr. Tony dela cruz enabling the PMTs is very important so as to achieve excellent
customer service

Group IV. A brief description of what you as an organization believes in

We are a chamber effectively responsive to the needs of our members and guided by the
spirit of CAMARADERIE, OBJECTIVITY, HONESTY, FAIRNESS, FREE ENTERPRISE
and QUALITY SERVICE.
Premises:
-

we believe that the chamber exists to provide advocacy services

promotion service
exist for the business
to advocate for business to grow
we help to create and environment wehre business can grow
we dont exist as an independent entity in the goal of shaping the industry
we are not an island, we are a lynchpin
business is the engine of growth, it is the single most import activity in the economy
we are a quality service-driven business org, and we pride ourselves on our ability to
lead the business community

We are a quality-service driven organization that believes in our collective strength as

key to providing unity and direction to the stakeholders of the business community of
Davao and its environs, with the objective of furthering its socio-economic development
in a strategic manner.
Our business is your business
Comments:

Change to: Your business is our business; this can be a tagline for Davao Chamber
will need some tweaking/finalization of the statements

Ms. Raymundo emphasized the importance of setting quality service standards. The following are the
Guidelines for developing quality service standards:

If the standard is not working or becomes outdated, it should be changed.

They should be created and met with care.
They must be communicated effectively and continually.
Standards should be planned and agreed upon by all affected employees, including customers
when possible.
They should come as close to zero defects as is humanly possible for your service.
They should be stated clearly and completely in writing.
Deviation from standard must be corrected at once.

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

Workshop: Setting Quality Service Standards

Group 1: Signage
- wall DCCCII signage with the tagline your business is our business
- lighted signages (100m away)
- parking signage
- lobby signage (with directory)
Group 2: Ambience
- with directory
- receiving area where the customer can see the DCCCII awards, officers, and the history (2 nd
floor)
- general cleaning once a month
- reception area: replace furnishings with something bigger
- should be well-lighted; louvre lights
- clean blinds
- grooming of PMT: no more slippers; no more flipflops; 2 days for skirt; 2 days for pants; 1 wash
day; min 1inch heels; stockings, light makeup
- meeting rooms: 2 sets of swivel chairs;
- sound system
- tea table for every meeting room; well-lighted
- fresh flowers in the receiving area
- initial questionnaire
Group 3: Cycle of inquiry: consultancy
-

number of consultants: 3
standards for trainings, application, consultancy, membership, etc..

Ms. Raymundo said that for the coaching, the first step should be to identify all cycles of service as first
step. We need to think about the procedures first before making up the standards.
-

Include procedures on opening up a business which are included in the business directory of the
chamber we publish every year
Also for the meetings, the unfinished business should be discussed for the next meeting;
DCCCII should organize the time of the consultant, that the two to four hours he or she spends in
the Chamber will be maximized meeting the member-businesses

Ms. Raymundo shared on how to Build a Winning Team

Identify Service Excellence Competencies
What is a COMPETENCY
Design Quality Service Specifications into jobs
Recruit, train, reward, promote for excellent customer service abilities
Integrate service excellence into Performance Management and Performance Appraisals

Philippines-Australia Human Resource

Development Facility

Davao City Chamber of

Commerce and Industry, Inc .

Incorporate Positive reinforcement; reward the behavior that you want to see
- we need to look at the whole spectrum and check the events and our capability to
handle such event
- unfair for us to ask the staff about doing the performance management and
performance appraisals
- we have to assess ourselves correctly

as an organization, there is a need to visit your culture

revisit mission, vision and values..culture is unmanaged if what you are doing is far from
the your mission, vision and values. In an unmanaged culture, the one with the strongest
personality wins.

culture is a groups common behavior. Behavior is a manifestation of attitudes. Attitudes

are the product of our own beliefs and values.

if you want to have a culture that is supportive of the mission of the chamber, the
management must know that; the leaders must know it first

the role of the PMT is to design how it is systematized, what should be prioritized

review how we are structured and see how what structure is more effective for us e.g.
review the assignment of projects to the staff

create a customer-oriented and customer-centric culture

Culture Management Model
TOP MANAGEMENT
Determine
STRATEGIC DIRECTION
Supported by
COMPANY VALUES AND PHILOSOPHY
Reinforced through
ROLES AND ACTIVITIES OF LEADERS
THE PERVASIVE MANAGEMENT STYLE
Directly affecting
THE WAY THE BUSINESS IS RUN
Resulting in
CORPORATE CULTURE

the top management play a very important role in molding the culture of Davao Chamber

Session ended: 5:30pm