Learner name:

Learner number:

L/504/1704

VRQ

UV31466

Provide excellent customer service

By signing this statement of unit achievement you are confirming that all learning outcomes, assessment criteria and range statements have been achieved under specified conditions and that the evidence gathered is authentic.

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Statement of unit achievement

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VTCT is the specialist awarding organisation for the Hairdressing, Beauty Therapy, Complementary Therapy, Hospitality and Catering and Sport and Active Leisure sectors, with over 45 years of experience.

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UV31466Provide excellent customer service

The aim of this unit is to develop the knowledge and understanding required to provide excellent customer service. You will be able to explain the value of good customer service and factors affecting the service offers of an organisation.

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Observation(s)

GLH

Credit value

Level

External paper(s)

0

40

6

3

0

On completion of this unit you will:

Learning outcomes Evidence requirements

UV31466

1. Know what makes good customer service

2. Understand the value of good customer service

3. Know about customer service offers

4. Understand factors affecting the service offers of organisations

5. Understand how organisational policies and procedures can impact on customer service improvements

1. Knowledge outcomes There must be evidence that you possess all the knowledge and understanding listed in the Knowledge section of this unit. In most cases this can be done by professional discussion and/or oral questioning. Other methods, such as projects, assignments and/or reflective accounts may also be used.

2. Tutor/Assessor guidance You will be guided by your tutor/assessor on how to achieve learning outcomes in this unit. All outcomes must be achieved.

3. External paper There is no external paper requirement for this unit.

3

Provide excellent customer service

Achieving knowledge outcomes

Developing knowledge

You will be guided by your tutor and assessor on the evidence that needs to be produced. Your knowledge and understanding will be assessed using the assessment methods listed below*:

• Projects• Observed work• Witness statements• Audio-visual media • Evidence of prior learning or attainment• Written questions• Oral questions• Assignments• Case studies• Professional discussion

Where applicable your assessor will integrate knowledge outcomes into practical observations through professional discussion and/or oral questioning.

When a criterion has been orally questioned and achieved, your assessor will record this evidence in written form or by other appropriate means. There is no need for you to produce additional evidence as this criterion has already been achieved.

Some knowledge and understanding outcomes may require you to show that you know and understand how to do something. If you have practical evidence from your own work that meets knowledge criteria, then there is no requirement for you to be questioned again on the same topic.

*This is not an exhaustive list.

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Knowledge

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Learning outcome 1

Know what makes good customer service

You can: Portfolio reference

a. Explain the importance of effective teamwork for the delivery of excellent customer service

b. Identify methods of dealing with different types of customers to achieve customer satisfaction

c. Explain the importance of effective communication in the delivery of excellent customer service

d. Describe how customer service practitioners can ensure their communication with diverse groups of customers is effective

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Learning outcome 2

Understand the value of good customer service

You can: Portfolio reference

a. Explain how customers form their expectations of customer service

b. Describe how customer service can contribute to best value in organisations

c. State how customer service can provide a competitive advantage for commercial organisations

d. Outline the importance of continuous improvement within customer service

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Learning outcome 3

Know about customer service offers

You can: Portfolio reference

a. Describe how customer service offers are designed to meet customer expectations

b. Identify how service offers are affected by resource limitations

c. Identify the impact that service offers may have on different people in the service chain

d. Outline why organisations need to balance customer satisfaction with organisational goals

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Learning outcome 4

Understand factors affecting the service offers of organisations

You can: Portfolio reference

a. Explain the importance of following organisational procedures in the delivery of customer service

b. Compare the different approaches to customer service across industries

c. Describe features of services or products that can influence customer service delivery

d. Justify ethical and value-based approaches of organisations to customer service

e. Explain how personal behaviour affects the success of any changes to customer service delivery

f. Outline legislation that impacts on customer service

g. Outline external regulation that impacts on customer service

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Learning outcome 5

Understand how organisational policies and procedures can impact on customer service improvements

You can: Portfolio reference

a. Outline types of organisational policies and procedures that need to be taken into account when proposing improvements in customer service

b. Explain how to gain approval to change customer service procedures

c. Identify the limitations of the roles of customer service practitioners

d. Identify who needs to be involved if customer service practitioners cannot authorise improvements alone

e. Explain strategies that can be used to involve colleagues or service partners in the implementation of improvements

Learning outcome 1: Know what makes good customer service

Unit content

This section provides guidance on the recommended knowledge and skills required to enable you to achieve each of the learning outcomes in this unit. Your tutor/assessor will ensure you have the opportunity to cover all of the unit content.

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Importance of effective teamwork: Positive culture, compromise/negotiate, solution finding, think as a team, improve communication, develop teamwork skills, good working atmosphere, enthusiasm resulting in excellent service.

Dealing with different types of customers: Exercise sensitivity, use variety of communication methods (written, visual, demonstration), age-appropriate.

Disabled customer – use plain simple language, address customer not carer, keep patience, use of visual aids, wheelchair user (sit at same level), sight impaired (large print, Braille, verbal explanation), hearing impaired (visual aid, sign language).

Confused customer – patience, explanation, use plain language, visual aid.

Angry customer – stay calm, explore/resolve misunderstandings, seek assistance.

Importance of effective communication: Customer satisfaction, avoids mistakes, customer loyalty, promotes recommendation, reputation of business, forming one-to-one relationships.

Communication with diverse groups of customers: Respect different beliefs and attitudes, appropriate language.

Customer – seeks signs of understanding (customer clarifies, repeats back conversation, summarises main points), observe non-verbal responses (nodding, puzzled look).

Customer service practitioners – summarise request, take responsibility for communication, variety of open/closed questioning.

Learning outcome 2: Understand the value of good customer service

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Formation of customers expectations: Attitudes shaped by experience of the service, opinions of friends, information provided, after-sales service, how complaints are dealt with, advice offered, messages being passed on, questions being answered (knowledge and understanding), how feedback is handled resulting from customers suggestions or complaints.

How customer service can contribute to best value in organisations:

Good customer service could lead to – reputation for excellence, USP (unique selling point), increased sales, potential for future growth, repeat customers, word of mouth advertising, referrals, promote growth of business.

Poor customer service could lead to – decreased sales, decreased services, loss of clientele, client will turn to competitor, poor reviews.

Competitive advantage for commercial organisations: Retain customers, easier growth, sustain healthy margin, staff morale, motivation, happy clients (productive staff, reduced complaints, management can focus on growth, positive publicity). Implement customer service code of practice to:

1. Establish effective customer service mechanisms.

2. Improve competitiveness.

3. Differentiate their offering via innovative customer services.

4. Build customer loyalty through positive customer service experience.

5. Increase customer retention.

6. Attract new customers via word of mouth.

7. Reduce marketing costs.

8. Increase service efficiency.

9. Reduce complaints and complaints handling resources and costs.

10. Improve compliance with consumer trading laws.

11. Improve services and accountability (especially for public sector organisations).

12. Develop and sustain organisation (wide focus on customers and quality).

13. Improve ease of dealing with organisation for customers.

Importance of continuous improvement: Recognition of expertise, improve competitive position, quality and efficiency, reduces poor outcomes (customers stop buying, profitability declines, morale decreases), stay up-to-date, new techniques (emotional skills, problem solving), keep ahead of competitors, greater efficiency and productivity.

Learning outcome 3: Know about customer service offers

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Customer service offers designed to meet expectations: Value for money, offers (loyalty card, buy one get one free), range of services, variety price ranges, know your clientele, local market environment, target customer needs.

Service offers affected by resource limitations: Offers reduced, services restricted, product choice limited, quality of service may be affected.

Impact of service offers on:

Stylist/manager – meeting targets, commission taken, morale booster, job satisfaction/job security.

Owner – offered more incentives (higher wages, more bonuses), increase in business.

Balancing customer satisfaction with organisational goals: Careful balance, customer satisfaction vs profit, too high = reduce income, too low = not appealing, be realistic, increase staff during busy periods, flexible trading hours (evenings, weekends, lunchtimes).

Learning outcome 4: Understand factors affecting the service offers of organisations

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Importance of organisational procedures: Code of practice, organisation standards, enhance efficiency, achieve a positive outcome, to prevent wasting time, to retain clients.

Approaches to customer service: Common approach – professional, put the customer first, based on knowledge, adapt the approach (quiet and reserved, bubbly and talkative), diversity (religion, disability, age).

Features of services or products that can influence customer service delivery: Product USP, cost, supply and demand, business ethos/policies, business USP, customer service training to account for the individual, competitors approach, consumers requirements.

Ethical and value-based approaches: Only use staff that are highly qualified/knowledgeable, provide value for money, use professional products/tools and equipment, do not rush/hurry services, do not short change/over price, clearly publicise prices.

Effects of personal behaviour:

Negative attitude – lack of motivation for change, despondent staff, alienates confidence in clients, loss of clients/business, prevents positive change taking place.

Positive attitude – embraces changes, produces confidence in both clients and staff, raises the business profile and success.

Legislation: Data protection, disabilities discrimination, sales of goods, supply of goods and services, consumer protection, trade description.

External regulation: Service providers are obligated to comply with regulations that affect the way organisations can deliver customer service, differ according to type of product/service offered, affect their business.

Learning outcome 5: Understand how organisational policies and procedures can impact on customer service improvements

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Organisational policies and procedures: Keep ahead of competitors, provide better customer service, competition, continuous improvement, measure customer expectations, measure customer satisfaction, find ways to improve, changes made, customer service delivered in new/improved way, cycle starts again.

Gain approval to change customer service procedures: Evidence of need for change, feedback (surveys, complaints), all staff involved, a clear vision, outline to staff, staff training, how successful changes have been.

Limitations on customer service practitioners: Practitioners must consider limitations of training/experience, work within limits, delivered in respectful manner, industry standards, refer to expert when necessary.

Who is involved if customer service practitioners cannot authorise improvements alone: Limits of authority to authorise change/improvements (manager, salon owner).

Strategies that can be used to involve colleagues or service partners: Establish shared values, involve in strategy, buy-in from colleagues, discussions, feedback, (allow openness/transparency), educate staff, current research, clear understanding of direction business is heading.