UNIT 16: OWNERSHIP AND ACCOUNTABILITY

Structure

16.0 Objectives
16.1 Warm Up
16.2 Reading: Accountability and Ownership
16.3 Vocabulary
16.4 Listening
16.5 Writing and Speaking
16.6 Grammar: Verb + Preposition
16.7 Pronunciation: Saying Short and Long Sentences
16.8 Let Us Sum Up
16.9 Answers

16.0 OBJECTIVES

This Unit will familiarize you with the essentials of customer service. Here
you will learn:

• What accountability is;

• What ownership is;
• The importance of ownership and accountability in customer care; and
• The need to use the right language for best results.

16.1 WARM UP

Let’s do an honesty test. Here, of course, the only person who

knows whether or not you give an honest answer is yourself –
in other words, you are your own examiner. How many times,
while walking on the road, have you seen an ice-cream
wrapper, picked it up, and put it in the trash can? Or seen a
shopkeeper fleecing a tourist and intervened with some advice
because you didn’t want him to go away thinking this was a
city of cheats? Now ask yourself – how strongly do you feel a sense of
ownership for the city you live in?

16.2 READING: ACCOUNTABILITY AND OWNERSHIP

Read the following passage and answer the questions given below it.

What is accountability? It is the act of taking responsibility for, and owning up

to, the consequences of your own decisions and actions. In a corporate
environment, especially as customer service providers, it acquires even greater
significance. It is the ability to account for your actions, with a willingness to
demonstrate an attitude of caring and service towards your customers. It is the
desire to respond to a request for help, or information, or a complaint, in a
timely manner. It is something that comes into play most importantly during
follow-up. Its meaning is translated into timely response to queries, timely
follow-ups, giving status updates where required, and informing the customer
about the correct turn-around time. In short – it means taking ownership of the
entire issue from beginning to end. In customer service, this extends to owning 39
 Customer Service up and accepting accountability, no matter who may have served the customer
before you. Here you take ownership on behalf of the organization, the sole
objective being to serve better the customer in need of your service.

Accountability cannot co-exist with empty promises, lame excuses, and

playing the blame game.

Employees who possess that wonderful quality of ownership are those who
treat the company they work for and the customers they serve as their own. To
them, every success, big or small, is something to celebrate, and every failure,
big or small, is something to worry about. Such employees take every aspect
of their job personally and are driven towards excellence from within.
Employees with a sense of ownership say ‘we’ instead of ‘they’ or ‘he’
because they have the same sense of ownership for every aspect of the
business. They make it their business to take ownership with each transaction,
and find ways to satisfy and impress customers every day. The quality of
ownership brings with it the kind of proactive and productive behavior that not
just gets things done but gets them done well.

The Need to Apologize

How often has it happened that you have called for help or to complain about
a service/product and you have had to go through a series of options before
you can get an executive to speak with you? Do you feel, by the time you hear
a live human voice at the other end of the line that your nerves are already
frayed and you are ready to explode at the minutest provocation? In these
times of rapid automation, there is precious little human involvement between
consumers and companies, and when something goes wrong, it requires even
more effort to retain that customer for longer. In such a scenario it is two
simple but magical words that can turn the whole experience of dealing with a
disgruntled customer into a much less unpleasant one - “I apologize…”.

These two little words represent a degree of ownership and accountability.

You need to understand that it’s not about you personally. The situation needs
to be seen from the customer’s perspective. You treat the customer as you
would like to be treated if you were in his position. An apology here does not
necessarily mean that you own up to having done something wrong, but also
that you empathize with the customer and understand that s/he has gone
through an unpleasant experience. It shows that regardless of what the issue is,
you wish his/her dealings with your company to be only exceptionally
satisfactory.

Check your progress 1

Answer the following questions based on the text you have just read.

1 How would you define accountability?

………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
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 ………….……………………………………………………………….
2 When is your accountability tested the most in your interaction with
customers?
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
3 What are some habits that go against the principle of accountability?
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
4 What qualities in an employee demonstrate that s/he has a strong sense
of ownership?
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
5 Why is it important to say sorry to the complaining customer?
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
………….……………………………………………………………….
6 Find words in the text similar in meaning to the words given below:
a result
b live alongside
c silly reasons
d something that angers and incites
e unhappy, displeased
f point of view

16.3 VOCABULARY

Dealing with customers at all times is quite a sensitive issue. Hence the
language you use while interacting with them also needs to be chosen with
care. The right words, spoken the right way, can go a long way in resolving
matters amicably and ending your interaction with the customer on a pleasant
note.

Activity 1

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 Customer Service Look at the following phrases/statements. Mark the ones that show ownership
and accountability as (A) and those that don’t as (B).

1 There was a malfunction in the system that day.

2 I’ll see what I can do right away.
3 I agree it was our responsibility to explain it to you more carefully.
4 They can’t get it out today.
5 It’s no problem. I’ll talk you through the process again today.
6 I’ll trace the bill and call you back.
7 I don’t have any control over it.
8 You probably misunderstood.
9 We’ll replace it right away.
10 He can’t have told you that.
11 It’s our responsibility to see that it is delivered on time
12 He did not know how far it was to be delivered

16.4 LISTENING

Check your progress 2

Listen to two conversations and decide which executive handled the caller’s
concern well, and which one didn’t. Then listen once more and pick out the
phrases that show a lack of ownership and accountability and those that
exhibit a sense of ownership and accountability in the executive.

16.5 WRITING AND SPEAKING

Activity 2

Given below are some situations in which a conversation takes place between
an executive and a caller. In pairs, make the conversations and then speak
them out as caller and executive. Reverse roles and redo. Record your
dialogue if possible and replay to critique your language and delivery. Or
better still, have another pair listen to it and give their comments.

1 The caller calls to find out when he will receive his new credit card
pin. He has to travel in three days, and wants to be able to use the card
on his trip.

2 The caller has already been given instructions on how to secure his
new Wi-Fi connection. He has forgotten, and would like to be taken
through the steps again.

3 The caller would like to change his credit card cycle so that the
payment date is in the middle of the month instead of the beginning as
it is currently.

4 The caller disputes the amount on his credit card bill and insists on its
correction. You do not have the authority, and require approval from
your superior.

Note: While critiquing your partner, make a note of following:

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i See that there are no grammatical mistakes

ii Check if contractions have been used where possible

iii If there are appropriate phrases in any section of the unit, see if your
partner has tried to use them in the right place

iv Check pronunciation

v Check rate of speech and clarity of speech – speech should be neither

too fast nor too slow, and words should be clearly enunciated

vi Check tone of voice; while trying to solve a problem, the executive

needs to sound concerned and interested

vii See that in enacting the role of the executive, your partner does not
raise his voice or sound impatient

16.6 GRAMMAR: VERB + PREPOSITION

There are several verbs in English which are followed by certain prepositions.
Look at a list of such verbs from the text.

Account for your actions

Respond to a request
Own up to
Work for
Worry about
Called for help
Empathize with the customer

The following verbs can be followed by an object and a preposition:

ask someone for

borrow something from
divide something into
invest something in
provide someone with
congratulate someone on
insure something against

Check your progress 3

1 Complete the sentences with the correct prepositions:

i All our products fully comply …………………………..

international safety standards.
ii We do not rely …………………… rail transport, so our
delivery will not be affected by the railway strike.
iii The level of discount we offer depends …………….. the size
of the order.
iv Goods may be paid …………………… in dollars. 43
 Customer Service v I’m confident that we could agree …………………… suitable
credit terms.
vi Could you supply us ………………….. 150 pieces of spare
parts.
vii Who do you blame ………………… the failure of the project.
viii If they won’t help you, you should complain ………….. the
Head Office.

2 Complete the following sentences with a verb from Box A and a

preposition from box B.

i After several hours, the committee ………………. a joint

statement.
ii What do you ………………. The new design?
iii The new buildings will have to ………………… tough
planning regulations.
iv The Management ……………….. the union ………………
provoking the strike.
v How long do you think we will have to …………… a reply to
our letter?
vi I would like to …………………… our suppliers ……………..
the excellent quality of goods.
vii In the middle of the meeting our client …………… the subject
of compensation.
viii Our company is definitely going to …………………. The
German order.
Box A Box B
bid, think, agree, of, on, with,
brought, comply, wait, up, for
thank, blame

16.7 PRONUNCIATION: SAYING SHORT AND LONG

SENTENCES

16.7.1 Saying Short Sentences

Very often the sentences we say are quite short. Let’s look at a couple of short
sentences.

1 He’s there.
2 My father was a doctor.
Read the two sentences given above several times. You will immediately
realize that you don’t pause anywhere in the middle of these two sentences,
but run through the whole of each sentence in one breath. Given below are
some more sentences, each of which can be said without a pause anywhere in
the middle. Read them aloud so that you can see for yourself that there is no
need to pause in the middle of such short utterances.

3 Pune is a beautiful city.

4 Delhi is hot in summer.
5 It’s very cold here.
44 6 I want to meet the Director of this Institute.
7 Father’s gone to Kolkata.
8 It’s raining again.
9 I want to buy a colour television set.
10 Where do you live?
11 When does the train from Jammu arrive?
12 How are you this morning?
13 Is father at home?
14 Have you seen the Taj Mahal?
15 Isn’t there a bus to Bangalore now?
16 Go away.
17 Shut that door.
18 Close the window, please.
19 What a tall building!
20 How wonderful!

16.7.2 Saying Long Sentences

Now let’s look at some long sentence. Two sentences are given below:

21 If you work hard, you will pass the examination.

22 Whenever it rains, there is power failure.

Read the two sentences given above (Sentences 21 and 22) aloud, several
times if necessary. You will realize that while reading them aloud, you pause
in the middle of each sentence. The pause can be indicated by the mark /. The
same two sentences are given below once again. This time, the pause is
indicated by the mark ( / ).

21a If you work hard /you will pass the examination.

22a Whenever it rains/there is power failure.

Let us look at some more sentences, each of which has one or more than one
pause in the middle, indicated by / .

23 I went to the market this morning / and bought two kilos of potatoes.
24 On your way to school, Mary / post this letter / and order a loaf of
bread.
25 When I was in Mysore recently / I met my old professor of Physics /
who invited me to have lunch with him.
26 Some people are born great / while others achieve greatness / and yet
others have greatness thrust on them.
27 A: Count from one to six, Mary.
Mary: One / two / three / four / five / six.
28 Wherever you go / you should try to be honest.
29 Whenever I get time / I turn the pages of the dictionary / and it has
stood me in good stead in my academic life.
30 Though I worked very hard throughout the year / I could not get even
the minimum required for a pass /and this has depressed me quite a lot.

Check your progress 4

Look at the following sentences. Read each one of them aloud and decide
whether it is necessary to have a pause anywhere. If you think you should
pause somewhere in the middle of the sentence, indicate it with the mark (/). 45
 Customer Service
You need not mark the pause at the end of the sentence, because the end of the
sentence always has a pause and it is indicated by the appropriate mark of
punctuation. Check your answers with those given at the end of the unit.
i As I’m going to Mumbai, I shan’t attend office for a week.
ii Lakshmi is very clever, but thoroughly undependable.
iii My uncle went to Chennai last week, where he met his old professor
who had taught him Physics in 1924.
iv Mr. Pandey, our professor of Zoology, will be away for a fortnight.
v Laugh, and the world laughs with you, weep and you weep alone.
vi Jack and Jill went up a hill to fetch a pail of water.
vii Shakespeare was a famous dramatist who lived in the sixteenth
century.
viii You may think you are very famous, but I don’t think so.
ix Mr. Rajiv Gandhi became the Prime Minister of India after his mother
was assassinated.
x Several universities in India offer distance education programmes
these days.
xi George Bernard Shaw wrote a number of plays.
xii There are twenty vowels in English, which can be divided into twelve
pure vowels and eight diphthongs.
xiii Rabindranath Tagore was not only a patriot but also a man of letters,
and he was awarded the Nobel Prize in Literature.
xiv It’s a pity India didn’t win any medals in the 1988 Olympics.
xv I don’t mind a cup of tea, but I’d prefer some coffee.

16.7.3 Breath Groups / Sense Groups

The reason why we pause in the middle of long utterances is partly

physiological. We use the air that we breathe out to speak English (and several
other languages as well). This means that we can go on speaking (or reading)
only as long as there is some air left in our lungs. It is necessary, therefore,
that we pause frequently during speaking or reading in order to breathe in
more air. For this reason, the small units into which we divide long utterances
are called breath groups.

Surely we can’t go on speaking until we are out of breath and then pause in
order to breathe in more air? If we do this, our listeners may not be able to
make sense out of what we are saying. Also, if you look at sentences 21 to 30
given in 8.3 in this unit, you will realize that there is a very close link between
our division of utterances during speech and grammatical units. Because of
this reason, the smaller units into which we divide long utterances are also
called sense groups.

16.8 LET US SUM UP

This unit helped us understand the importance of ownership and

accountability in a work environment. Having an enhanced sense of
ownership and accountability helps you strive harder towards achieving your
goals. These qualities acquire an even greater importance in customer service.
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While dealing with customers, you need to feel accountable to them, even if
during follow up you realize that the customer had previously been dealt with
by some other person in the organization. Because of the sensitive nature of
this interaction, you have to be very mindful of the language you use while
speaking with the customer.

16.9 ANSWERS

Check your progress 1

1 Accountability is the act of taking responsibility for, and owning up to,

the consequences of your own decisions and actions. In customer
service, this ownership and accountability would extend to owning up
and accepting accountability, no matter who may have served the
customer before you. Here you take ownership on behalf of the
organization, the sole objective being to serve better the customer in
need of your service.

2 In your interaction with customers, accountability is tested to the

maximum during follow-up. It shows up in how you respond to a
request for help, or information, or a complaint, and whether you do so
in a timely manner. Its benchmarks are timely response to queries,
timely follow-ups, giving status updates where required, and informing
the customer about the correct turn-around time.

3 Empty promises, lame excuses, and playing the blame game are some
habits that go against the principle of accountability.

4 Employees who have a strong sense of ownership are those who treat
the company they work for and the customers they serve as their own.
To them, every success, big or small, is something to celebrate, and
every failure, big or small, is something to worry about.

5 It is important to say sorry because the apology represents a degree of

ownership and accountability to the customer. It does not necessarily
mean that you own up to having done something wrong, but also that
you empathize with the customer and understand that s/he has gone
through an unpleasant experience.

6 Words from the text are in bold.

a result – consequence
b live alongside – co-exist
c silly reasons – lame excuses
d something that angers and incites – provocation
e unhappy, displeased – disgruntled
f point of view - perspective

Activity 1

1 There was a malfunction in the system that day. (B)

2 I’ll see what I can do right away. (A)
3 I agree it was our responsibility to explain it to you more carefully. (A) 47
 Customer Service 4 They can’t get it out today. (B)
5 It’s no problem. I’ll talk you through the process again. (A)
6 I’ll trace the bill and call you back. (A)
7 I don’t have any control over it. (B)
8 You probably misunderstood. (B)
9 We’ll replace it right away. (A)
10 He can’t have told you that. (B)
11 It’s our responsibility to see that it is delivered on time. (A)
12 He did not know how far it was to be delivered. (B)

16.4 Listening

Tape script

Conversation 1

Executive: Good morning, Bell Solutions. This is Armaan Khan. What can
I do for you?

Caller: I’d ordered a new printer which was delivered to me two days
ago. But nobody’s come here yet to install it and give me a
demonstration of how to use it.

Executive: When did you say it was delivered to you?

Caller: I just told you that. Two days ago.

Executive: And when did they say they would send somebody?

Caller: Well they said they’d send a technician the day of delivery, but
as I said, it’s already been two days, and nobody has turned up.

Executive: I’ll see what I can do, and call you back.

Conversation 2

Executive: Good morning, Arrowspeed. This is Smita Chaturvedi. How

may I assist you?

Caller: I’d couriered a package to Delhi five days ago, but it hasn’t
reached its destination yet. I’d like to know why.

Executive: You said five days ago. Would that have been on the 22nd Sir?

Caller: That’s right.

Executive: That’s surprising, then. But you’re right. It was our

responsibility to see that it was delivered on time. And I’m very
sorry for the inconvenience.

Caller: That’s okay, but I needed that package to be delivered fast. Just
tell me what you are going to do about it.
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Executive: I’ll need some details from you, and then I’ll ………………...

Check your progress 2

Conversation 1
The executive took the customer’s concern lightly, did not listen attentively
and showed a lack of ownership and accountability.
Inappropriate phrases:

1 When did you say it was delivered to you? – Shows he was not
listening carefully.
2 I’ll see what I can do – Lacks accountability and assurance

Conversation 2
The executive took the customer’s concern seriously, listened attentively and
showed a sense of ownership and accountability.

Appropriate phrases:
1 You said five days ago. Would that have been on the 22nd Sir?
– Shows he was paying attention
2 It was our responsibility…… - ownership and accountability
3 I’m very sorry for…………. – ownership

Activity 2

1 The caller calls to find out when he will receive his new credit card
pin.
Executive: Good morning,…….. How may I help you?

Caller: I’ve called to find out when I can expect to receive my

credit card pin.

Executive: We usually mail it within seven days of issuing the card.

Could you tell me when you received the card?

Caller: That was three days ago, on the 13th.

Executive: Then you can expect to get the letter with the pin before
or by the 19th.

Caller: Are you certain of that?

Executive: Yes, I’m certain. I’ll also double check to make sure it’s
delivered to you by then.

Caller: Thank you.

Executive: You’re welcome. Have a good day.

2 How to secure his new Wi-Fi connection.

Executive: Good morning,…….. How may I assist you?

Caller: Hello, I’m having problems securing my new Wi-Fi

connection. Though the executive did explain it to me 49
 Customer Service earlier, his directions were a bit confusing. I’d like
someone to talk me through it again.

Executive: That’s no problem. Anyway, it was our responsibility to

explain it to you more carefully. I’ll talk you through the
process again today.

Caller: Could you do it right away?

Executive: Certainly. Shall we start right away?

Caller: Yes, thanks.

Executive: The first thing you need to do is…………

3 The caller would like to change his credit card cycle:

Executive: Good afternoon,…….. How may I help you?

Caller: I’ve called in connection with my credit card bill payment

cycle.

Executive: And how may I help you with that?

Caller: My current cycle is such that I need to pay the bill by the
3rd of the month. I’d like to change it such that the
payment is due sometime in the middle of the month.

Executive: Let me see what I can do to help you. Could you hold the
line for a minute?

Caller: Sure.

Executive: (After a minute) Would a cycle starting the 16th of the

month be suitable?

Caller: That would be perfect.

Executive: I’ll need some details from you, and we’ll reset your
cycle.

Caller: Thank you.

Executive: Could you give me your……….?

4 The caller disputes the amount on his credit card bill:

Executive: Good morning,…….. How may I assist you?

Caller: There seems to be a problem with my credit card bill.

Executive: What might that problem be?

Caller: I believe I’ve been over-charged.

Executive: My apologies if that has happened, Sir. But I’ll trace your
bill and call you back.
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 Caller: There’s no need to do any of that. I remember very well
how many times I used my credit card this last month,
and also the amounts. So please make the correction right
away.
Executive: I’m afraid I can’t do that. If there’s any mistake we’ll
adjust it in your next bill.

Caller: Well, it’s not my fault that there is a mistake. This is the
second time this has happened, and I refuse to pay in
excess of my bill, so see that you make the correction
right away.
Executive: I’m not authorized to take this decision, but I’ll speak
with my superior and get back to you before this evening.

Caller: Make sure you do that.

Executive: I assure you I will.

Check your progress 3

1 i with
i on
ii on
iii for
iv on
v with
vi for
vii to

2 i agreed on
ii think of
iii comply with
iv blamed, for
v wait for
vi thank, for
vii brought up
viii bid for

Check your progress 4

i As I’m going to Mumbai/ I shan’t attend office for a week.

ii Lakshmi is very clever / but thoroughly undependable.
iii My uncle went to Chennai last week / where he met his old professor /
who had taught him Physics in 1924.
iv Mr. Pandey/ our Professor of Zoology / will be away for a fortnight.
v Laugh / and the world laughs with you / weep / and you weep alone.
vi Jack and Jill / went up a hill / to fetch a pail of water.
vii Shakespeare was a famous dramatist / who lived in the sixteenth
century.
viii You may think you are very famous / but I don’t think so.
ix Mr. Rajiv Gandhi became the Prime Minister of India / after his
mother was assassinated.
x Several universities in India / offer distance education programmes
these days. 51
 Customer Service xi George Bernard Shaw / wrote a number of plays.
xii There are twenty vowels in English / which can be divided into twelve
pure vowels / and eight diphthongs.
xiii Rabindranath Tagore was not only a patriot / but also a man of letters /
and he was awarded the Nobel Prize in Literature.
xiv It’s a pity India didn’t win any medals / in the 1988 Olympics.
xv I don’t mind a cup of tea / but I’d prefer some coffee.

52