Learner Handbook

Customer Service
Welcome
Dear Learner,

Welcome to your vision2learn Customer Service course. This course is being delivered through a
partnership agreement with Doncaster College, vision2learn and Innovate Awarding.

This course will help you to develop your knowledge and understanding of customer service and
important policies, procedures and legislation relating to the customer service sector. You will
learn about positive communication, team work and employee and employer rights and
responsibilities. By the end of the course you will be able to apply your knowledge to a range of
situations across different sectors.

Were sure youre raring to go but please take some time to read through this document as its
full of essential information to help you progress as successfully as possible.

We hope your vision2learn course will help you to:

Update your skills and enhance your employability

Train for work or return to work
Improve your CV and progress your career
Study on your own terms.

We hope you enjoy your learning experience!

Making online learning a success

To ensure that your online learning experience is rewarding, you will begin by completing and
submitting the course induction (if you havent already). You will work through a short series of
questions and your responses will enable your tutor to offer you some feedback and advice on
how to get the most out of your course. Your tutor will also learn a little bit about you and your
learning style.

To help with your assessments, please take note of the following advice to help avoid
unnecessary changes:

Read the question a couple of times before you answer it. Make sure that all your
answers are in your own words, as copying content direct from the learner materials or
from the internet is considered plagiarism, which is unacceptable. Work that is copied
directly from an external source will be sent back to you to be rewritten in your own
words. You must demonstrate that you have understood the text and, where possible,
reflected on your own experiences.

Please make sure that you are familiar with the key assessment terms, which are
identify, describe, explain and outline. A definition of each term is provided later on in
this handbook; knowing these will help you to answer the questions with the correct
level of detail to meet the assessment criteria. If you are not sure about anything, ask
your tutor.

We would like to wish you the very best of luck and look forward to receiving your first
assessment.

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How to access your units
Once logged in, you will see your course units. Click on your course and then click on your
chosen unit and session.

How to access your assessments

The assessment for your course can be accessed from the course menu when you first log in.
Simply click on the blue unit title to expand it. At the bottom of that submenu you will find the
assessment link. Click it to access the page containing your assessment. If the assessment link is
not there, you will be directed to your assessment at the end of each session.

Assessment help webinars

Please make use of this excellent resource to help you with your assessments and
resubmissions. It is strongly advised that you take the time to watch the webinars before
completing the assessment! Just click on the relevant link below for each of the units:

Unit 1 https://attendee.gotowebinar.com/recording/5278208134788304897
Unit 2 https://attendee.gotowebinar.com/recording/5943093815574475009
Unit 3 https://attendee.gotowebinar.com/recording/2981721973880546049
Unit 4 https://attendee.gotowebinar.com/recording/6629605786214402817

How to submit work

When you complete an assessment, you will need to send it to your tutor for marking. You can
do this by following the steps below.

1. Log in to your vision2learn account and visit the My study area.

2. Each time you start a new assessment it will appear under Your assessments. You will find the
title of your completed assessment under the black assessment banner.

3. When you have found the name of the assessment you wish to submit, click it. A Send
assessment page will open on screen. Notice that the name of your tutor and the name of the
assessment you are submitting have been added automatically.

4. To attach your assessment document click the top Browse button. Use the file window to
locate the file within your computer.

5. Left-click the file so it becomes highlighted and the name of the file appears in the file name
box. Click Open to add your file to your v-mail message.

6. If you have other documents or files to attach, select the Add additional attachment button
and repeat the previous steps.

7. If you would like to add a message to your tutor you can type this in the Message box.

8. Finally, click on the Send assessment button. Your v-mail message and attachment(s) will be
sent to your tutor.

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Once you have submitted an assessment it will be removed from Your assessments on the My
study area. You can now track its progress on your My progress page. This page will allow you to
see when your assessment is marked or needs resubmitting.

You can find a video demonstrating how to submit your assessment at the following link:
http://www.vision2learn.com/video/submitting-assessments/multiscreen.html

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Assessment hints and tips

Useful assessment tips

Now youve started your vision2learn course, you will soon be completing your first assessment.
Weve compiled some handy tips to help you meet the assessment criteria and learning
outcomes for your course and ensure your assessments are submitted smoothly.

Key words to help you

In the assessment questions there are some key words that you should look out for to help you
compose your responses. These words can be interpreted like this:

List or identify If the question asks you to list or identify, then you must write a list, like
a shopping list usually with numbers or bullet points.
Describe If you are asked to describe, then you must give a description by writing a
detailed account like a story but not a list.
Explain If you are asked to explain, then you must give your answer and also your
reasons.
Outline If the question asks you to give an outline, this means that you need to provide
a few sentences along with some key points.

Avoid copying directly from course materials

It is important that you answer assessment questions in your own words in order to successfully
pass your course. So, while you may need to refer to the course materials to help you answer a
question, you should not copy passages or phrases word-for-word. This is known as plagiarism.

If you are suspected of plagiarism you may be asked to resubmit your assessment or, in serious
circumstances, be removed from your course.

Referencing other material

Sometimes you may wish to use other material in your assessment, such as a news article or a
quote. It is good practice to provide the name and source of the material and when it was
accessed by you. For example, if you used a news article to help you demonstrate an answer in
your assessment, you could cut and paste the hyperlink to the article into your assessment, and
type in the date that you accessed the article. Important points to remember:

Make sure it is additional to the Customer Service course materials.

Make sure it supports/is relevant to your answer.

Quote the source.

The main thing to remember when constructing each answer is to be as robust as you can. Try
to include as much relevant detail from the learning materials as you can. It is very important to
use your own words. The following information should be helpful to you. If you have any queries
get in touch with your tutor using v-mail.

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Unit one: Understanding the organisation
When asked about an organisation, this may be your organisation or an organisation you
know well. You may use different organisations for each question but you must be clear which
organisation you are referring to.

Part 1 - Understand the factors that affect an organisation and the

customer service role
Q1. Complete the table with a description of the products and services for at least two
commercial organisations, public organisations and third sector organisations.
You must complete all sections of the table for this question. Choose two different organisations
for each sector, remember public sector organisations are controlled by the government,
commercial sector organisations make profits and third sector organisations are not profit lead
and are independent of the government. Use the internet to search for more information on
each of your chosen organisations and the products or services they provide.

Q2. Complete the table by describing the differences in customer service between
commercial, public and third sector organisations. You should outline customer service roles
in each organisation and highlight the differences in how customer service is carried out
across these organisations.
You must complete all sections of the table for this question. Remember, public sector
organisations are controlled by the government, commercial sector organisations make profits
and third sector organisations dont fit into either of the other categories. Think about
behaviours each sector would focus on and use examples to support your answer.

Q3. In relation to your current organisation (or one that you are familiar with), outline the
part that customer service plays:
a) Within the organisation
b) In the industry as a whole.
There is a strong link between good customer service and a positive reputation. How does
positive or negative customer service affect your organisation? What influence does positive or
negative customer service have on the sector as a whole? You need to write around 100 words
for this question.

Q4. Who are the major competitors to your current organisation?

You can write your answer as bullet points or a list. Think about the products or services your
organisation supplies. Can you think of other organisations that supply something similar? These
are your organisations competitors because customers might go to them instead of your
organisation. If you do not know who your organisations competitors are, you could ask a
manager or someone from the marketing department.

Q5. Identify at least two factors that could affect the reputation of your current organisation.
We looked at reputations on Page 7 of the course materials. Factors can affect reputations
positively and negatively, why not write one of each?

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Part 2 - Understand employee rights, responsibilities and
organisational procedures
Q1. Give details of employer and employee rights and responsibilities under employment law
and the importance of having these (consider the importance to the organisation, employees
and customers, where relevant). You should include at least two employer rights /
responsibilities and at least two employee rights / responsibilities in your answer.
You need to write something in all 8 sections of the table. Do these rights relate to the
customer, the organisation or employees? Think about what might happen if these rights and
responsibilities did not exist. Your answer might refer to holidays, pay, pensions, equality,
breaks, or maternity rights.

Q2. Give details of employer and employee rights and responsibilities under the Health and
Safety at Work Act. You should include at least two employer rights / responsibilities and at
least two employee rights / responsibilities in your answer.
Think about what employers are responsible for; look at safeguarding staff, providing relevant
health and safety information, and avoiding harm. Include examples to support your answer.
We looked at the Health and Safety at Work Act in the course materials but for more
information visit the website below
http://www.hse.gov.uk/legislation/hswa.htm

Q3. In relation to your current organisation, describe the organisations procedures for health
and safety and any relevant documentation that is used. If possible, provide relevant health
and safety policies / documents from the organisation to support your answer. These
documents should be annotated to highlight the relevant sections.
You must describe your organisations procedures for health and safety. Things to think about:
fire procedures, no smoking policies, handling machinery and health and safety training. Many
organisations have their policies and procedures available online through their website.
Comments and annotations can be done through footnotes, highlighting, comments or they can
be written on a separate document. Have a look at Page 3 of the course materials for more
information.

Q4. Outline how the Disability Discrimination Act relates to employment.

Information for this question can be found on Page 6 of the course materials. Carry out your
own research to find more relevant information relating to the Disability Discrimination Act, this
will help when you come to outlining the Act in your own words. Follow the link below to get
you started.
http://www.legislation.gov.uk/ukpga/2005/13/contents

Q5. In addition to the information provided in the questions above, identify the other key
legislation that specifically relates to your chosen organisation and its industry as a whole.
You may choose to write about the Equality Act. Is there legislation that relates to the sector the
organisation is involved with? For example, is there any key legislation relating to finance or
employment that applies to your organisations sector. If you write your answers as a list try to
include three or more.

Q6. Complete the table to describe the procedures followed by your chosen organisation in
relation to equality and diversity. Your answer should include details of any monitoring that
takes place and documentation used to support this monitoring.
Youve looked at the legislation relating to your organisation, now look at the procedures,
policies and codes of conduct your organisation has in place to follow this legislation. Do you

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have an induction pack or employee handbook? These, along with your organisations website,
may be a good place to start. If you are still unsure where to look then a member of the human
resources department may be able to help.

Part 3 - Understand career pathways within customer service

Q1. Describe at least two different types of career pathways that may be available within a
customer service role. In your answer you should make reference to the entry level position of
your chosen pathways and any qualifications or on-the-job learning that would aid
progression.
You could think about your own pathway so far, or that of a colleague or a friend in a customer
service role. Think about necessary training or qualifications that may be needed in order to
progress along each career pathway. Please do not use flow charts or bullet points as a
description is required.

Q2. Identify a range of sources where a person can find information and advice on the
customer service industry, occupations and career progression.
A list is acceptable for this answer. Sources may be found within your organisation or other
organisations may offer information and advice. Have a look at Page 2 of the course materials.

Q3. In your current organisation what methods of learning are available to help with career
progression?
For this question think about the types of learning/training/ qualifications you mentioned in Q1.
Are these available in your organisation? Can you think of any other methods of learning that
may be available?

Q4. In your current organisation what is the procedure for accessing formal learning
programmes? What is the procedure if an application for access to learning is refused? If
possible, provide relevant organisational procedures to support your answer. These
documents should be annotated to highlight the relevant sections.
Please refer to the procedures for accessing formal learning programmes. Would you ask HR?
Your line manager? If you have an appeals process then please mention this in your answer.
Examples could include: challenging the decision within 14 days or making the appeal in writing.
If you do not have an appeals process then please make this clear. Comments and annotations
can be done through footnotes, highlighting, comments or they can be written on a separate
document.

Q5. Explain how new customer service situations can help with self-development and career
progression.
For this question think about the first time you or someone you know experienced a certain
customer service situation. Think about:
How did the customer feel?
Did you understand?
What did you learn from this situation?
Did you learn what to do, or not to do, in similar situations?

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Part 4 - Understand how employees are supported within the
customer service role
Q1. Identify a range of sources where a person can find information and advice on
employment rights and responsibilities. You should identify at least three sources of
information in your answer.
For this question you have to list at least 3 sources that could help you find information and
advice on employment rights and responsibilities. Provide examples of websites and advice
bureaus that could help. You could also think about the help that you would find within your
chosen organisation, such as documentation or other members of staff.

Q2. Complete the table, identifying the representative bodies related to your chosen
organisation / industry. You should also include details of the main roles and responsibilities
of these bodies and their relevance to the organisation / industry.
Make sure you complete all sections of the table. You must ensure that the representative
bodies in your answer are relevant and connect to your chosen organisation. For example:
A travel agent would look to ABTA for independent advice in the travel industry.
A supermarket worker would look to the Institute of Customer Service
A hotel worker would turn to the Institute of Hospitality.

Q3. For a customer service role in your current organisation, use the table below to provide
details of the support that is available in relation to the following issues:
a) Equality
b) Health and safety
c) Career progression
Make sure you complete all sections of the table for this question. For information you could try
looking in your employee handbook or on your organisations intranet or website. You could also
try speaking to your HR department or a dedicated person.

Part 5 - Know the organisations policies and procedures

Q1. Use the table to describe the main principles, policies and procedures of your chosen
organisation. You should also include details of documentation used to support these
principles, policies and procedures.
Make sure you complete all sections of the table. You may want to write about one policy at a
time for this question. Does your organisation have a vision statement or mission statement?
Does
it have health and safety, employment, refund or customer service policies? Most of these
should be available in your employee handbook or on your organisations website.

Q2. How are the organisations principles communicated to employees? Explain this below.
For this question think about how your organisation tells you about their principles. Do you have
inductions, a HR department or an employee handbook? Are business updates given to staff
members on a regular basis?

Q3. Outline the policies and codes of practice that are adopted by the organisation. How are
employees made aware of these policies and codes of practice?
You need to explain how all employees are told of these. What do these policies and codes of
practice relate to and why are they important? Are employees made aware of policies and
codes of practice in the same way they are made aware of organisational principles?

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Q4. Explain how employees are involved with and consulted on changes to the principles,
procedures and policies within the organisation.
If your organisation would like to change those mentioned above, how are staff and employees
told about these changes? Which employees are involved with major decision making? Think
about ways of communicating in your answer. Are business updates given to staff members on a
regular basis? Why are these methods used? Are employees able to respond to proposed
changes?

Q5. Identify issues of public concern relating to the industry and organisation, and describe
how these issues are addressed / dealt with.
You need to name some areas of public concern surrounding your organisation. Think about the
following:

Finances - are your organisation accounts ok?

Accessibility - are there enough customer service staff on hand?
Ethics - are products made following ethical practices?
Staff - Are staff well looked after and paid accordingly?
Waste - Are products disposed of correctly?

Now think about how your organisation avoids these issues. Check you have completed all
sections of the table before moving on.

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Unit two: Prepare to deliver excellent customer service
When asked about an organisation, this may be your organisation or an organisation you
know well. You may use different organisations for each question but you must be clear which
organisation you are referring to.

Part 1 - Understand the principles of customer service in an

organisation
Q1a. In relation to your current organisation, use the space below to provide information on
the organisations products / services and its customers. Describe the organisations products
and / or services.
You must remember that this question requires a description. Provide good detail in your
answer with regards to the chosen organisations products and services. If you are unsure, check
the organisations website for more information.

Q1b. Identify the external and/or internal customers who buy / use these products / services.
You could write your answers as two separate lists. Think about the differences between
internal and external customers. Think about your organisations target audience.

Q2a. Provide the following information in relation to your current organisation, explain how
customers are made aware of the organisations offer.
Organisations may use forms of media to tell customers and potential customers about their
offering. You looked at four different ways to keep customers up to date on Page 3 of the course
materials. Does your organisation use these methods? You will need around 50 words for your
answer.

Q2b. Explain what customer service staff can do to keep up to date with the organisations
offer.
You may need to use some of the interactive features on Page 3 to find information for this
question. Think about the different sources that might be used for different reasons. Use
examples to support your answer.

Q2c. Describe the publicity used to promote the organisations products and services.
Remember that this question is a describe question. You need to add good detail to your answer
to cover the learning outcome. Bear in mind that many organisations rely on the media for
publicity. Think about the different types of media available.

Q3. For your current organisation describe the policies and procedures that relate to customer
service. Why is it important to follow these policies and procedures?
You need to say what policies and procedures are implemented in your organisation. Remember
to answer both parts of this question and explain why it is important to follow all policies and
procedures.

Q4. Complete the table below by providing an example of poor customer service for each of
the three sectors and then describe the implications of this poor customer service.
Remember public sector organisations are controlled by the government, commercial sector
organisations make profits and third sector organisations are not profit lead and are
independent of the government. You could describe the implications for customers, staff or the
organisation as a whole. Make sure you complete all sections of the table.

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Part 2 - Understand how customer needs and expectations are
identified
Q1. Outline at least two different ways in which customer expectations can be identified.
Remember the question asks for two different ways. Use examples to support your answer.

Q2. In relation to your current organisation identify how the organisations offering meets the
expectations of its customers.
Information relating to this question can be found on Page 3 of the course materials. If you want
to take your learning further, try researching customer expectations in the news or online.

Q3. When your chosen organisation cannot meet customer needs, how are customers told
about this? Describe this below.
Describe a situation and how you would explain this situation to a customer. Describe actions
you could take as well as the different methods of communication you could use. Would
individual customers be told about individual issues in the same way they would be told about
widespread issues?

Q4a. Use the space below to address the following points, relating to delays in customer
service: Identify at least two reasons why customer service may be delayed and the impact
this can have on customers.
The table provided should help you illustrate your understanding. Use examples to support your
answer. Are these impacts likely to be positive or negative? If you think of more reasons, you
can add additional rows to the table or write your ideas below it.

Q4b. Outline how you can tell a customer that their service is going to be delayed.
This question asks you to outline how you would tell an individual customer; generic,
widespread methods of communication would not be used in this situation. Think about the
different methods of communication you could use, why would you use each method? Can you
think of any advantages or disadvantages of using certain methods?

Q4c. Explain why it is important to keep customers informed of progress and delays when
dealing with a complaint.
Think about how customers may feel or react if information is withheld from them in this
situation. Think about the benefits of keeping customers informed, both for the customer
themselves and the organisation.

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Part 3 - Understand how to balance customer expectations against
the organisations offer

Q1. Complete the table with details of customer service offers of two organisations. One of
these organisations should be a commercial organisation; the other can be either a public or
third sector organisation.
You need to add service offers from two different sectors. One of these organisations should be
a commercial organisation (an organisation which aims to make a profit). Think about special
offers such as buy one get one free at a local supermarket.

Q2. In relation to your current organisation explain how the organisation identifies what their
customers expectations are.
You looked at customer expectations and how organisations identify with them on Pages 2 and
3 in the course materials. Why not mention how customer expectations may change over time
and how organisations may change to fit these expectations?

Q3a. Explain how the resources available can affect your organisations offer and customer
service expectations.
When answering these questions, you need to be specific about what resources are. Think
about how resources affect the production and cost of services. How do resources in the news
affect customers expectations? If resources become scarce and you cannot maintain demand
how will this affect customer service expectations? How could you deal with issues in order to
maintain customer relations? You do not need to refer to financial resources as these will be
covered in the next question.

Q3b. Explain how financial implications can affect your organisations offer and customer
service expectation.
Think about financial reasons such as staff and costs. Are there legal changes which could affect
your organisation financially, such as increasing minimum wage?

Q4. Give at least two examples of when customer service may be limited by organisational
goals. These examples can relate to your own organisation or one that you know well.
You need to be specific about organisational goals. The organisations goal may be to make
profits, however if customer costs go up this could affect levels of customer service. For
example, technical advances could mean that it is more economical for an organisation to
switch to a more efficient or newer type of technology.

Q5. Describe what you would do / say in order to tell a customer that their service
expectations are outside of the organisations offer.
Think about the language you would use and how you would speak. What might you start with?
You may find useful information for this question in Session 2, as well as on Page 6 of Session 3.

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Part 4 - Understand how complaints are handled

Q1. Explain why customers may complain to or about an organisation. Include at least two
specific reasons in your answer.
In the course materials you looked at five different reasons customers may complain, choose at
least two of these reasons and explain them in your own words, or use some of your own. Each
explanation should be around 50 words long. Think about why these situations would make the
customer unhappy. Why not use examples to support your answer?

Q2. In relation to your own organisation outline the procedure that is followed when handling
complaints.
Does your organisation have a complaints procedure? Refer to the key actions to be taken in all
situations and key actions which apply to certain situations, if any. Does this procedure follow
the six steps you looked at in the course materials? If you are unsure about your own
companies complaints procedure follow the links below and think about these procedures from
the organisations point of view and how they follow the steps outlined in the course materials.
http://www.nhs.uk/choiceintheNHS/Rightsandpledges/complaints/Pages/NHScomplaints.aspx

Q3. Complete the table by identifying ways in which complaints can be defused before they
escalate, using the different methods listed.
You must complete all parts of the table for this question. Think about the ways you can
communicate with the customer and the benefits of each method. Use examples to support
your answer.

Q4. Complete the table. Explain how to recognise the types of customer in the table and
explain how to deal with each type of customer.
For this question, think about different effects such as loss of customers, financial reasons and
publicity. How does one persons complaint affect the opinion of others? How can complaints
affect your organisation or the way you operate within your organisation? Make sure you refer
to the different effects for different sectors.

Q5. In relation to your current organisation explain why complaints are monitored and how
this monitoring is used.
This question is in two parts. You need to say why complaints are monitored and how this
monitoring is used. Are complaints monitored over time? Do you have a feedback procedure? If
so, what happens to the feedback once it is received? How are complaints or opinions used in
organisational developments? Is the feedback sent to the relevant departments or given to the
company as a whole. Think about these things when completing your answer.

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Part 5 - Understand legislation relating to customer service
Q1. Use the table to identify at least one example of customer related legislation and at least
one example of external regulations and how these may affect customer service.
Dont forget to add the date of the legislation or you will have to resubmit. Remember that
legislation and external regulations are designed to have a positive impact on customer
services.

Q2. Outline how business service improvements might be limited by legislation.

Think about if your business was to improve/expand; what types of legislation would they have
to adhere to? Remember to include the date of the legislation. Think about legislation that
applies to everyone and legislation that would affect your organisations services specifically. If
youre struggling why not research legislation covered in the course materials in more detail
using the internet or check out the forum.

Q3. Explain how the requirements of the Health and Safety at Work Act (1974) etc. are
relevant to customer service.
This question is asking you to explain health and safety legislation in regard to customers,
visitors, lone workers and members of staff. The information you need to answer this question
can be found on Page 3 of the course materials.

Q4. In relation to your current organisation explain the health and safety responsibilities that
individuals have when delivering customer service.
This question asks you to look at risk assessments, hazardous substances, manual handling and
display equipment or any other areas where your organisation will need health and safety
precautions and procedures in place. You could explain how fire safety procedures relate to
customers. Remember this is an explain question so your answer should be at least 50 words
long.

Q5. Identify at least two ways in which the security of customers and their property can be
protected.
Security may refer to customer data, customers belongings or the customers themselves.
Information for this question can be found on Page 5 of the course materials. You should also
look at the case study on this page to give you some ideas.

Q6. Describe the steps you would need to take in order to gain approval if you wanted to
change customer service procedures or practices affected by legislation.
We looked at the three steps involved on Page 6 of the course materials. This is a description
question; please ensure that you add good detail to your answers.

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Unit three: Communication in the customer service role
When asked about an organisation, this may be your organisation or an organisation you
know well. You may use different organisations for each question but you must be clear which
organisation you are referring to.

Part 1 - Understand methods of communication with customers

Q1a. Use the table below to outline at least two different customer service situations and the
different methods of communication that would be needed in these situations.
For this question you need to provide two different customer service situations. For example a
customer calls into store to purchase a new product and speaks to you; this method of
communication is verbal, as the customer is face to face with you and requires your help. For
more information have a look at Page 2 of the course materials.

Q1b. Based on the information you have provided in the table, outline why the different
situations need different methods of communication.
You now need to outline why the methods of communication that you chose in the table above
are suitable. For example, you may have identified verbal methods of communication, think
about why verbal methods would be better or more appropriate than other methods. Make
sure you refer to the situations you identified in Q1a. More information on the different types of
methods of communication can be found on Pages 2 and 3 of the course materials.

Q2. In relation to your current organisation, complete the table below by listing at least three
different examples of customer interaction and identify the most suitable communication
method for each one.
You now need to complete the table and provide three different types of customer interaction
that can occur in your own organisation. For example, if you were dealing with a customer
complaint over the telephone then the method of communication would be verbal, but if a
customer wrote a letter this would be written communication.

Q3. Complete the table below by identifying at least two advantages and at least two
disadvantages of each communication method.
Please use your own words when completing this question; plagiarism will not be tolerated.
Think about what is involved with each method of communication, the time each method of
communication may take and the people who might be involved.

Q4. When responding to a customer query in writing, outline the content that could be
included in a standard letter.
In your answer, concentrate on the actual content that should be included in a standard reply.
Think about the following; how would the customer know who the letter is from, would they
need a reference number? Reassurance? Contact details?

Q5a. Explain what is meant by the term active listening.

You learnt all about active listening on Page 8 of the course materials. What skills do active
listeners use? Use examples to support your answer.

Q5b. Why is active listening important when dealing with customers?

Remember to summarise what the term active listening means, then explain why it is important
to actively listen when dealing with customers. Think about how it could benefit both the
customers and the business. How would you feel if you knew someone wasnt listening to you?
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Compare this to how you would feel if you knew someone was listening and that they were
planning to do something as a result of your concerns.

Q6. Use the table below to describe the standard greetings of three different organisations
and how these greetings impact on customers.
You need to describe three different organisations greetings. For example, if you telephoned a
retail outlet how would the member of staff answer the call? Then go on to explain the impact
that this has on customers. Would they feel valued? Welcome? Would they like to receive the
same treatment again?

Part 2- Understand how to handle customer service information

Q1. Explain what information may be held about customers by an organisation.

Think about why customer information is held. Please do not provide a list as you will be asked
for resubmission. Your answer should be at least 40 words long.

Q2. Outline at least two examples of ways in which customer information can be kept secure
and confidential.
You could use examples which protect digital information such as databases, or examples which
protect physical information such as documents or files. Think about why different methods are
used to secure different types of information.

Q3a. In relation to your current organisation: give at least two examples of information about
the organisation that should not be disclosed to customers.
In the previous question you looked at methods and precautions organisations can use to keep
information secure and confidential, for this question you need to think about what this
information might be. Does the information relate to the customer, other customers or the
organisation itself?

Q3b. In relation to your current organisation: explain why this information should not be
disclosed to customers and the implications on the organisation if it is.
Following your answer to Q3a explain why it is important organisations dont tell customers
everything. What information should you not tell customers about the organisation? Should you
be able to tell customers about other customers? You need to explain the reasons why this
information should not be disclosed. Think about what fines or penalties the organisation may
face as a result.

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Part 3 - Understand how to work as part of a team to provide
effective customer service
Q1. In relation to your current customer service role, what are the limits of this role when
delivering customer service (e.g. what are you able to deal with as part of this role and what
situations would you be unable to handle without assistance from others)?
For this question you need to explain your job role. Consider what you can deal with without
prior authorisation. Then explain the things you cant do. For example you may need to pass
refunds, complaints or other issues to a senior colleague or someone from a different
department.

Q2. If you were faced with a customer query outside of your individual responsibility, what
sources of help would be available to you? Identify them below.
Try to think of two or more sources of help. Look at your chosen organisation and then think
about which other members of staff may be involved in the customer service process. Points to
consider are: before, during and after the sale or use of a service or product.

Q3. Identify the other people (or groups of people) who may be involved in the customer
service function.
Who would you turn to for help if there was a query that you could not deal with? Do these
people work within your organisation or in a separate organisation? Lists or bullet points will be
accepted for this answer.

Q4. In relation to your current organisation explain how other team members can assist in
offering excellent customer service.
You need to explain how other members help in offering customer service. Things to consider
include new ideas, expertise and support. Try explaining at least two different situations where
being a member of a team would help you or your organisation offer great customer service.

Q5. Explain the importance of keeping colleagues and others informed of customer service
operations.
Information for this question can be found on Page 6 of the course materials. Think about why it
is important different departments or individuals are aware of customer service operations.

Q6. Give at least two examples of how customer queries can help you and others to develop
customer service skills.
Make sure you complete all parts of the table. Think of two examples of new customer queries
that you have been involved in, (things that you had not dealt with previously) how did they
help you improve your skills? How could learning to approach new situations help you in the
long term?

Q7. Explain how customer service information can be shared (disseminated) for the benefit of
colleagues.
How is information shared amongst staff? How is information passed to colleagues in large
organisations and how is it shared in smaller organisations? Why do you think different methods
are used in different organisations?

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Part 4 - Understand how to meet the needs of a diverse range of
customers
Q1. In relation to your current organisation, identify the main types of customer that may
need to be dealt with. Include at least three different examples in your answer.
You looked at four main types of customer on Page 2 of the course materials. How do these
customers relate to your organisation? Are some more common than others?

Q2. Describe at least two aids that can be used to assist customers with special requirements.
What requirements might customers have? Think about what type of support you might need to
give customers. Are there different ways you might support customers with different needs?

Q3. Outline the steps you can take to make sure you respect cultural diversity in customer
service.
Think about how you speak. Does your tone change? Think about your body language, words,
and accent. Does your organisation offer equality and diversity training? How are you expected
to put this training into practice?

Q4. Complete the table. Explain how to recognise the types of customer in the table and
explain how to deal with each type of customer.
Remember to complete all 8 sections of the table with relevant information. Each individual
customer may be different so include alternative ways you could deal with them where possible.

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Part 5 - Understand the importance of promoting and evaluating
products and services
Q1. Describe how an organisation can promote its products and services. Include at least two
examples in your answer.
Think about how you have heard about products and services in the past. Did you see them
online or hear about them from others? This is a describe question so think about why
organisations use certain promotion techniques to target certain customers.

Q2. Explain the importance of evaluating customer service.

Briefly discuss how organisations can evaluate customer service then provide details on how this
can be used and how it can affect future customer service. Think about the benefits evaluating
customer service can have on an organisation. Make sure your answer explains why evaluating
customer service is important to organisations.

Q3. Identify at least two methods that can be used to evaluate the customer experience.
A list or bullet points will be accepted for this question. Think about the different methods
different organisations may use. Remember that you are asked for methods of evaluation not
methods of collection.

Q4. In relation to your current organisation, explain/detail how customer feedback is

communicated (disseminated) to colleagues.
After an organisation receives customer feedback, how is this passed on to other members of
staff? Again this communication may be different depending on the size of the organisation;
show you understand why your organisation uses its chosen form or forms of communication by
illustrating why it works and why other communication methods may not. Is all feedback
communicated to everyone or do certain departments receive certain figures but not
others?

Q5. Explain how evaluation can lead to customer service improvements.

In Q2 you looked at why evaluation is important to organisations, in this question you need to
explain how evaluation can be used to make or affect further customer service decisions. Use
examples to support your answer to this question

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Unit four: Understand customers
When asked about an organisation, this may be your organisation or an organisation you
know well. You may use different organisations for each question but you must be clear which
organisation you are referring to.

Part 1 - Different types of customers

Q1. Explain the difference between internal and external customers. Think about an
organisation you know quite well and use it to give examples to help define your answer.
Name the organisation in your answer.
The internal and external customers were outlined on Page 2 of the course materials. Explain
the differences between them using your own words. For more information, check out the links
below. Dont forget to provide the name of the organisation you use in your answer.
http://www.channel4learning.com/sites/gcsease/leisure_ tourism/3_4.html
http://smallbusiness.chron.com/internal-customer-external- customer-11698.html

Q2. Explain how factors relating to culture, such as media, traditions, language, behaviours,
moral values and beliefs, can affect a customers expectation of an organisation. Provide at
least three examples of this in your answer.
We looked at the ways cultural factors affect behaviours, language and conversation in the
course materials. You must show a clear understanding of the ways cultural factors can affect
customer expectations. Use examples to support your answer.

Q3. Name three types of challenging customer. For each type of customer, describe at least
three characteristics that make them challenging. Dont forget that some customer types may
possess the same characteristics as others.
Five different types of challenging customer were outlined in the course materials, their
characteristics were also listed. Using your own words expand on these characteristics and
explain how they might affect the interaction between the customer and the service providers.

Q4. Explain three different ways to identify dissatisfied customers.

Dissatisfied customers can be identified four different ways. Choose three of the ways outlined
on Page 5 of the course materials and explain each one. Each explanation should be at least 30
words long in order to show you understand the meaning and importance of each one.

Part 2 - The value of customer loyalty

Q1. Explain how an organisations customer service offer contributes to customer loyalty.
Think of types of service offer you have seen or experienced and give at least three examples
to support your answer.
How do you think offerings affect the loyalty of your customers? Do you think the way
organisations follow or stick to their customer service offering also has an effect? Are these
effects usually positive or negative, or do they vary according to the products or services
offered? Why do you think organisations clearly publicise the service they offer?

Q2. Explain the relationship between levels of customer satisfaction and how well an
organisation performs, using at least three examples.
Does a customers satisfaction affect the view of others? Could the level of satisfaction held by
current customers affect the chance of attracting new customers? Remember your answer must
include three clear examples.

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Q3. The reputation and image of an organisation are powerful tools that can be used to help
promote awareness of the organisations products and/or services.
Complete the table to explain how the reputation and image of an organisation affects
customers perceptions of the product or service on offer. Use at least three examples to
contextualise and support your answer.
Q2 asked you how customer satisfaction could affect how well an organisation performs;
whereas this question asks you to explain how reputation and image influences what a
customer expects from the organisation. Think about how an organisations reputation and
image can be influenced both positively and negatively. Remember to complete all sections of
the table and you must include three clear examples to support your answer.

Q4. Read the scenario then explain the potential consequences of the customers
dissatisfaction with the product they have bought or service they have received.
You must refer to the scenario outlined in the Assessment. What further action might Priti take
as a result of the service she received? Explain the possible consequences of Pritis negative
experience. Why not explain both the potential short term effects and the potential long term
effects? To show you fully understand this question your answer should be around 200 words
long.

Q5. Organisations use a lot of different methods to attract customers and encourage repeat
business. Describe how each of the following methods can attract customers and retain them.
Describe how each method works and how it can attract and retain customers. Where are you
likely to find each method? Are different methods used to target different customers? Use
examples to support your answer. To see some examples of referral schemes follow the links
below.
http://www.robertwalters.co.uk/career-advice/refer-a-friend.html
http://www.optimax.co.uk/referral_scheme.aspx

Guidelines for acceptable conduct

Academic misconduct
As previously highlighted in the Assesment hints and tips section, plagiarism will not be tolerated.

Reading other peoples ideas about a topic is perfectly legitimate research and forming your own
ideas from that research is absolutely fine, but the other persons work must not be copied word for
word.

Quoting other peoples work word for word is only acceptable provided credit is given to the
author of that work (e.g. in a reference footnote which provides the source). In this case you should
explain in your own words why the quote is important or relevant to your own ideas.

Course materials cannot be copied and pasted into your submissions; this is a form of plagiarism
and will not be accepted.

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