• Demonstrate an understanding of the importance of the provision of good customer service in all sectors.
• Identify customer and organisational needs and expectations in respect of service levels delivered in all businesses.
• Describe the differences between strong and weak customer care, particularly relating to a professional image, communication skills and complaint handling.
• Recognise how to present a professional image and identify techniques for communicating positively and effectively with customers, including verbal and non-verbal communications.
• Identify the techniques used to handle customer complaints appropriately.

Successful learners will need to practice real-life situations in context under close supervision in the workplace.  There should be no assumption of actual competence on completion of this qualification.

A statement from City & Guilds has been added into the learner pack (page 7) for the qualification to ensure that it is clear what the learners can expect from the qualification. 

Content

• Describe customer service
• Explain why it is important to the success of every organisation
• Identify who their customers are
• Identify the drawbacks of poor customer service
• Explain how to promote good service
• Demonstrate an understanding of customer service needs and expectations.

Indicative Content
1.1    Outline knowledge of basic principles - maintaining good customer service at all times; treating all customers with respect; identifying and meeting customer needs; providing the service expected by the company.
1.2    Understanding why customer service is important to the company and to you – it helps to make the organisation successful, generates repeat business, assists profit and growth.
1.3    Identifying external and internal customers and their importance to the organisation.
1.4    Appreciate the draw backs of not serving internal and external customers effectively, eg; poor reputation, loss of business, loss of profit, loss of jobs.
1.5    Overview of your own role in customer service including own and company’s image, meeting legal obligations, practising good communication skills, solving problems appropriately.
1.6    Identifying typical customer needs and expectations and good practice in meeting these in a variety of situations.
1.7    Gaining insight into employer and employee responsibilities in relation to achieving a safe and healthy environment for customers, including an understanding of the local and national legislation relating to health and safety.

• Demonstrate some understanding of the importance of developing effective communication.
• Describe the effects of ineffective or inappropriate communication.
• Start to apply a range of verbal and non-verbal communication and telephone techniques.

Indicative Content:
2.1    Consider the impact upon the customer and the organisation of effective and ineffective communications – ie confusion and misunderstanding, annoyed and unhappy customers, loss of business, loss of profit.
2.2      Explain the importance of listening to customers and how to demonstrate to customers that you are taking notice of what they say.
2.3     Provide an overview of the use of some non-verbal techniques such as use of eye movements, gestures including the use of body, face and hands, facial expressions, physical evidence ie appearance.
2.4     Show an awareness of your tone of voice and expression when dealing with customers.  For example, how to use the tone of your voice to the best advantage – avoiding using raised voices, harsh tones and high pitched voice.
2.5     Provide an insight into how to use verbal and non-verbal communications whilst on the telephone.

• Explain the importance of ‘first impressions’.
• Explain the importance of presenting a positive attitude and professional image.
• Identify some of the appropriate verbal and non-verbal communication methods to be used in different customer situations.
• Demonstrate an understanding of the need for personal space.

Indicative Content:
3.1     Explain the importance of portraying a ‘positive and professional’ image in the context of customer service - the impact of the way we speak, dress and deal with people.
3.2     Explain why it is necessary to deal with customers promptly and politely and how in doing so it helps the perception of good customer service.
3.3     Demonstrate an awareness of the importance of and use of verbal and non-verbal communications in developing a positive and professional image to instil confidence in the customer.
3.4     Explain the importance of allowing customers personal space whilst serving them - the negative effect of overpowering the customer.

• Access to Assessment - candidates with particular requirements.