Learning aim A: Explore how effective customer service contributes to business success 

A1 Customer service in business 

• Definition of customer service. 

• Customer service roles and importance of teamwork. 

• Importance of following organisational rules and procedures. 

• Different approaches to customer service across industries need different skills and knowledge, such as: 

o retail shops selling tangible goods, need for detailed product knowledge and effective selling skills 

o offices, such as those offering a non-tangible service, either face-to-face with customers, online, written or telephone customer contact 

o contact centres with telephone/online contact with customers, time limitations 

o hospitality industry, such as serving skills for food or drinks. 

A2 Customer expectations and satisfaction 

• Different types of customer, including: 

o internal and external customers and the differences between them 

o customer personalities, such as aggressive, quiet, demanding 

o customers with special requirements, e.g. different language or culture, age, gender, families, special needs such as visual, hearing or mobility. 

• Customer complaints: o understanding the risk to the business of not dealing with complaints. 

• Customer expectations and satisfaction, including: 

o anticipation of good service, reliable information or service, offering different options, impact of advertisements, reputation, word of mouth, recommendations from others 

o importance of responding to customer needs, exceeding customer expectations through providing additional help and assistance, dealing promptly with problems, offering discounts, offering additional products or services, providing exceptional help and assistance for customers with special requirements 

o balancing customer satisfaction with business goals, aims and objectives. 

A3 Benefits of building customer relationships 

• Enhanced reputation of business. 

• Repeat business. 

• Customer confidence in business. 

• Job satisfaction for employees. 

A4 Customer service legislation and regulations 

• Industry and sector-specific codes of practice, ethical issues and standards. 

• Implications for the business of not meeting all legal and regulatory requirements, including consumer rights, consumer protection (including distance selling), eCommerce regulations, health and safety, General Data Protection Regulations (GDPR), equality. 

Learning aim B: Investigate the methods used to improve customer service in a business 

B1 Monitoring and evaluating customer service provision 

• Using research from customers to identify improvements and monitor complaints. 

• Monitoring using: o customer profiles, data, e.g. types of customer, products or services provided, customer care and service o sources of information, e.g. customers, colleagues, management 

o methods, e.g. questionnaires, comment cards, quality circles, suggestion boxes, staff surveys, mystery shoppers, recording and sharing information. 

• Evaluating customer service, including: 

o analyse responses, e.g. level of customer satisfaction, quality of product or service, meeting regulatory requirements, balancing cost and benefits o planning for change, resolving problems/complaints. 

B2 Indicators in improved performance 

• Reduction in numbers of complaints. 

• Increase in profits. 

• Reduction in turnover of staff. 

• Repeat business from loyal customers. 

Learning aim C: Demonstrate customer service in different situations, using appropriate behaviours to meet expectations 

C1 Customer service skills and behaviours 

• Communication skills: 

o face-to-face, written, email or other electronic media, telephone 

o verbal, e.g. pitch and tone of voice, open and closed questions, using the telephone 

o non-verbal, e.g. sign and body language, listening skills 

o barriers to communication. 

• Interpersonal skills: 

o personal presentation approach, e.g. attitude, behaviour, hygiene, personality, conversation skills, giving a consistent and reliable response. 

• Behaviours, e.g. being positive, offering assistance, showing respect. 

C2 Dealing with customer service requests and complaints 

• Customer service situations: o providing information, products or services, promoting additional products and services, giving advice, taking and relaying messages 

o limitations of role and authority, keeping records 

o dealing with problems, handling complaints, remedial measures, emergency situations, organisational policy. 

C3 Individual skills audit and development plan 

• Skills audit of customer service skills. 

• Personal SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to assess any gaps, e.g. interpersonal and communication skills – body language, listening skills, handling complaints, working with others. 

• Set objectives to meet skills development goals for a specified customer services role by: 

o identifying resources and available support needed to meet the objectives 

o setting review dates 

o monitoring the plan to assess progress against targets. 

There is a maximum number of two summative assignments for this unit. 

The relationship of the learning aims and criteria is: 

Learning aims: A and B (A.P1, A.P2, B.P3, A.M1, B.M2, A.D1, B.D2)

 Learning aim: C (C.P4, C.P5, C.P6, C.M3, C.D3) 

Learning aims A and B 

For distinction standard, learners will prepare evidence based on research. Learners will give details of what is required to ensure that good customer service leads to business success. Examples of how to enhance customer service will be original and imaginative. The evidence will include references to legislation and how a business ensures that customer expectations are exceeded. There will be clear examples of monitoring and how effective customer service can be in ensuring that customers are happy. 

For merit standard, learners will analyse examples of how legislation and regulation impact on customer service. Details of how to make improvements and monitor customer service will be included, with examples of good practice. 

For pass standard, learners will prepare evidence that covers the approaches that businesses take to customer service and will include details of how improvements can be made. 

Learning aim C

This learning aim will be completed with a number of customer service situations or, if a learner is working part-time in customer service, real evidence from their employment can be included in the form of witness statements. Activities and role play will be developed to challenge learners and should include dealing with difficult situations. 

For distinction standard, learners will produce a development plan after the customer service situations have taken place. The plan will give realistic details of how they need to work on their individual skill sets to enhance their customer service and communication skills. Learners will produce a clear critique, highlighting their strengths and weaknesses. They will have fully embraced the role-play scenarios, demonstrated their skills with confidence and used initiative when dealing with challenging situations. 

For merit standard, learners will produce a clear analytical development plan showing how their skills should be improved. Participation in customer service situations will have been good with levels of confidence shown across the activities. 

For pass standard, learners will show effective customer service and communication skills in the customer service situations and a realistic plan for addressing weaknesses will have been developed.