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Title:Communicate effectively with customersCFA Unit Number:A3Reference Number:R/601/1212Level:2Credit value:5GLH:33Learning outcomesAssessment criteriaThe learner will:The learner can:1. communicate effectively with customers1.13 listen actively to what customers are saying1.14 identify the most important things thatcustomers are telling them1.15 respond appropriately to what customersare telling them1.16 check that they understand what customersare telling them and make sure it is reallywhat they mean1.17 summarise information for customers1.18 explain in a way that is clear and does notcause offence when they cannot help acustomer1.19 use appropriate body language whencommunicating with customers1.20 read customers’ body language to helpthem understand their feelings and wishes1.21 deal with customers in a respectful, helpfuland professional way at all times1.10help to give good customer service bypassing messages to colleagues2. understand how to communicateeffectively with customers 2010 Skills CFA2.1 identify the difference between hearingand listening2.2 explain how to listen actively2.3. describe how to read both positive andnegative body language2.4 explain how to use body languageeffectively2.5 state how to use questions to check thatthey understand what customers aretelling them2.6 identify the difference between negativeand positive language2.7 explain how to summarise2.8 explain why it is important to speak clearly2.9 explain why it is important to use wordsthat the customer will understand2.10 describe how to communicate withPage 6

customers who have language, dialect oraccents that are different from theirs2.11explain why the way things are said, andthe tone of voice, affects the way acustomer experiences customer service2.12 identify what information is helpful to passon in messages to colleagues so thatcustomers receive good serviceAdditional information about the unitOwner’s referenceThis Unit forms part of the Customer ServiceNVQ qualification 2010 - 2014.Unit aim(s)To provide good customer service the learnerneeds to understand what customers want andhow they feel. This means that they need toshare information with them and listen carefullyto them. Customers need to understand whatthe learner is telling them and what they areable to do for them. Communication is anessential skill for delivering good customerservice.Unit expiry date31 December 2014Details of the relationship between the unitand relevant national occupationalstandards (if appropriate)This Unit directly relates to Unit A3 of theCustomer Service NOS 2010Details of the relationship between the unitand other standards or curricula (ifappropriate)N/AAssessment requirements specified by asector or regulatory body (if appropriate)Specified in the Customer Service AssessmentStrategy 2010Endorsement of the unit by a sector orother appropriate body (if required)Institute of Customer ServiceLocation of the unit within thesubject/sector classification system15. Business Administration and LawName of the organisation submitting theunitCity and GuildsAvailability for useAvailable to all awarding organisationsAvailability for delivery1 February 2010Guided Learning Hours (glh)33 2010 Skills CFAststPage 7

Title:Give customers a positive impression of yourself and yourorganisationCFA Unit Number:A4Reference Number:L/601/0933Level:2Credit value:5GLH:33Learning outcomesAssessment criteriaThe learner will:The learner can:1. establish rapport with customers1.22 meet their organisation’s standards ofappearance and behaviour1.23 greet their customer respectfully and in afriendly manner1.24 communicate with their customer in a way thatmakes them feel valued and respected1.25 identify and confirm their customer’sexpectations1.26 treat their customer courteously and helpfullyat all times1.27 keep their customer informed and reassured1.28 adapt their behaviour to respond to differentcustomer behaviour2. respond appropriately to customers2.1 respond promptly to a customer seeking help2.2 choose the most appropriate way tocommunicate with their customer2.3 check with their customer that they have fullyunderstood their expectations2.4 respond promptly and positively to theircustomer’s questions and comments2.5 allow their customer time to consider theirresponse and give further explanation whenappropriate3. communicate information to customers3.1 quickly find information that will help theircustomer3.2 give their customer information they needabout the services or products offered by theirorganisation3.3 recognise information that their customermight find complicated and check whetherthey fully understand3.4 explain clearly to their customers any reasonswhy their expectations cannot be met4. understand how to give customers apositive impression of themselves andthe organisation they must know and4.1 describe their organisation’s standards forappearance and behaviour 2010 Skills CFAPage 8

understand4.2 explain their organisation’s guidelines for howto recognise what their customer wants andrespond appropriately4.3 identify their organisation’s rules andprocedures regarding the methods ofcommunication they use4.4 explain how to recognise when a customer isangry or confused4.5 identify their organisation’s standards fortimeliness in responding to customerquestions and requests for informationAdditional information about the unitOwner’s referenceThis Unit forms part of the Customer Service NVQqualification 2010 - 2014.Unit aim(s)Excellent customer service is provided by peoplewho are good with people. The learner’sbehaviour affects the impression that customershave of the service they are receiving. This Unitis about communicating with the customers andgiving a positive impression whenever dealingwith a customer. By doing this the learner cancreate a positive impression of the organisationand the customer service it provides. All of usenjoy the experience of good customer service ifwe feel that the person serving us really wants tocreate the right impression, responds to us andgives us good information. Every detail of thelearners’ behaviour counts when dealing with acustomer.Unit expiry date31 December 2014Details of the relationship between the unitand relevant national occupationalstandards (if appropriate)This Unit directly relates to Unit A4 of theCustomer Service NOSDetails of the relationship between the unitand other standards or curricula (ifappropriate)N/AAssessment requirements specified by asector or regulatory body (if appropriate)Specified in the Customer Service AssessmentStrategy 2010Endorsement of the unit by a sector orother appropriate body (if required)Institute of Customer ServiceLocation of the unit within thesubject/sector classification system15. Business Administration and LawName of the organisation submitting theunitCity and GuildsAvailability for useAvailable to all awarding organisations 2010 Skills CFAstPage 9

stAvailability for delivery1 February 2010Guided Learning Hours (glh)33 2010 Skills CFAPage 10

Title:Promote additional services or products to customersCFA Unit Number:A5Reference Number:D/601/0936Level:2Credit value:6GLH:40Learning outcomesAssessment criteriaThe learner will:The learner can:1. identify additional services or productsthat are available1.1 update and develop their knowledge of theirorganisation’s services or products1.2 check with others when they are unsureabout new service or product details1.3 identify appropriate services or products thatmay interest their customer1.4 spot opportunities for offering their customeradditional services or products that willimprove the customer experience2. inform customers about additionalservices or products2.1 choose the best time to inform theircustomer about additional services orproducts2.2 choose the best method of communication tointroduce their customer to additionalservices or products2.3 give their customer accurate and sufficientinformation to enable them to make adecision about the additional services orproducts2.4 give their customer time to ask questionsabout the additional services or products3. gain customer commitment to using3.1 close the conversation if the customer showsno interest3.2 give information to move the situationforward when their customer shows interest3.3 secure customer agreement and checkcustomer understanding of the delivery ofthe service or product3.4 take action to ensure prompt delivery of theadditional services or products to theircustomer3.5 refer their customer to others or toalternative sources of information if theadditional services or products are not theirresponsibilityadditional services or products 2010 Skills CFAPage 11

4. understand how to promote additionalservices or products to customers4.1 describe the organisation’s procedures andsystems for encouraging the use ofadditional services or products4.2 explain how additional services or productswill benefit their customers4.3 explain how their customer’s use of additionalservices or products will benefit their organisation4.4 identify the main factors that influencecustomers to use their services or products4.5 explain how to introduce additional servicesor products to customers outlining theirbenefits, overcoming reservations andagreeing to provide the additional services orproducts4.6 state how to give appropriate, balancedinformation to customers about services orproductsAdditional information about the unitOwner’s referenceThis Unit forms part of the Customer ServiceNVQ qualification 2010 - 2014.Unit aim(s)Services or products are continually changing inorganisations to keep up with customers'expectations. By offering new or improvedservices or products the organisation canincrease customer satisfaction. Manyorganisations must promote these to be able tosurvive in a competitive world. However, it isequally important for organisations that are notin competition with others to encourage theircustomers to try new services or products. Thisunit is about the learners’ need to keep pacewith new developments and to encouragecustomers to take an interest in them.Customers expect more and more services orproducts to be offered to meet their owngrowing expectations. They need to be madeaware of what is available from the organisation.Because of this everybody offering services orproducts needs to play a part in makingcustomers aware of what is available. Learnersshould not choose this unit if their organisationdoes not want them to suggest additionalservices or products to customers.Unit expiry date31 December 2014Details of the relationship between the unitand relevant national occupationalstandards (if appropriate)This Unit directly relates to Unit A5 of theCustomer Service NOS 2010Details of the relationship between the unitand other standards or curricula (ifappropriate)N/A 2010 Skills CFAstPage 12

Assessment requirements specified by asector or regulatory body (if appropriate)Specified in the Customer Service AssessmentStrategy 2010Endorsement of the unit by a sector orother appropriate body (if required)Institute of Customer ServiceLocation of the unit within thesubject/sector classification system15. Business Administration and LawName of the organisation submitting theunitCity and GuildsAvailability for useAvailable to all awarding organisationsAvailability for delivery1 February 2010Guided Learning Hours (glh)40 2010 Skills CFAstPage 13

Title:Process information about customersCFA Unit Number:A6Reference Number:H/601/1215Level:2Credit value:5GLH:40Learning outcomesAssessment criteriaThe learner will:The learner can:1. collect information about customers1.1 collect and record new information aboutcustomers following the organisation’sguidelines1.2 update existing information aboutcustomers1.3 record and store information aboutcustomers that is accurate, sufficient andrelevant following organisational guidelines2. select and retrieve information aboutcustomers2.1 respond promptly to authorised requests forinformation about customers2.2 select and retrieve relevant information forcustomers or colleagues following theorganisation’s guidelines3. supply information about customers3.1 supply accurate and sufficient informationabout customers to meet their customers’ orcolleagues’ expectations3.2 choose the most appropriate way to supplyinformation to their customers or colleagues3.3 confirm that their customers or colleagueshave received and understood the customerinformation4. understand how to process customer4.1 describe their organisation’s proceduresand guidelines for collecting, retrieving andsupplying information about customers4.2 identify types of personal information aboutcustomers that should and should not bekept on record4.3 explain how to collect information aboutcustomers efficiently and effectively4.4 explain how to operate the customerinformation storage system4.5 explain why processing information aboutcustomers correctly makes an importantservice informationcontribution to effective customer service4.6 explain the importance of attention to detailwhen processing information about 2010 Skills CFAPage 14

customers4.7 describe legal and regulatory restrictions onthe storage and use of customer dataAdditional information about the unitOwner’s referenceThis Unit forms part of the Customer ServiceNVQ qualification 2010 - 2014.Unit aim(s)The learner and their organisation needinformation about their customers and theirbehaviour to answer customer questions and torespond to customer requests. Informationabout customers is also used by theorganisation to develop its customer service.Some customer information is collected fromcustomers. Other customer information iscollected through information systems andequipment that make records of servicedelivery. In either case the learner must collectinformation, retrieve it and supply it whenneeded. Good customer information provides asound basis for all customer servicetransactions. The quality of the customerinformation depends heavily on the skills andattention to detail of the person dealing with theinformation.Unit expiry date31 December 2014Details of the relationship between the unitand relevant national occupationalstandards (if appropriate)This Unit directly relates to Unit A6 of theCustomer Service NOS 2010Details of the relationship between the unitand other standards or curricula (ifappropriate)N/AAssessment requirements specified by asector or regulatory body (if appropriate)Specified in the Customer Service AssessmentStrategy 2010Endorsement of the unit by a sector orother appropriate body (if required)Institute of Customer ServiceLocation of the unit within thesubject/sector classification system15. Business Administration and LawName of the organisation submitting theunitCity and GuildsAvailability for useAvailable to all awarding organisationsAvailability for delivery1 February 2010Guided Learning Hours (glh)40 2010 Skills CFAststPage 15

Title:Live up to the customer service promiseCFA Unit Number:A7Reference Number:M/601/1217Level:2Credit value:6GLH:40Learning outcomesAssessment criteriaThe learner will:The learner can:1. understand and explain the customerservice promise1.1 explain the key features of the service offer,vision and promise their organisation hasmade1.2 identify the role they can play to ensurethat their customer believes that the serviceoffer, vision and promise is being delivered1.3 explain the procedures and regulationstheir organisation follows to support theservice offer, vision and promise1.4 devise and use phrases that reinforce theservice offer, vision and promise1.5 identify and avoid phrases that might beused, but would not fit with the service offer,vision and promise1.6 identify moments and actions within thedelivery of customer service that areparticularly relevant to their customer’sexperience of the promise being delivered1.7 share ideas with colleagues about howparticular words and approaches help tosupport the service offer, vision andpromise2. produce customer satisfaction bydelivering the customer service promise2.1 ensure that their appearance and behavioursupports the organisation’s service offer,vision and promise2.2 observe or listen to the customer closely toidentify opportunities to reinforce theirunderstanding of the service offer, visionand promise2.3 take actions to deliver customer service ina way that meets their customer’sexpectations and understanding of theservice offer, vision and promise2.4 ensure that what they decide to do isrealistic and in line with the service offerand promise2.5 be positive about and supportive of theservice offer and promise 2010 Skills CFAPage 16

3. know how to live up to the customerservice promise3.1 identify the key features, moments of truth(those points in the customer serviceprocess that have the most impact on thecustomer experience) and customerexperiences that define the organisation’sservice offer, vision and promise3.2 identify ways in which staff can contributeto communicating the service vision orpromise to customers3.3 explain sales, marketing and/or publicrelations reasons for defining a serviceoffer, vision and promise3.4 explain how words can be used andadapted to reflect a defined service offer,vision and promise3.5 explain how actions can be used andadapted to reflect a defined service offer,vision and promiseAdditional information about the unitOwner’s referenceThis Unit forms part of the Customer ServiceNVQ qualification 2010 - 2014.Unit aim(s)The learner may work in an organisation thathas a carefully defined brand and vision thatincludes a specific service offer and promise totheir customers. Often, much work has takenplace to develop these, and they influencewhat the customer expects. By promoting thebrand, the organisation is making a promise totheir customers about what they can expect.Customer satisfaction is unlikely to beachieved if their customer’s experience doesnot match their expectations of that promise.Even in organisations without a strong brandimage, customers often have firm expectations.This unit is about the way the learner’s worksupports the branding of their services orproducts. It covers what they must do to makesure that they deliver the promise that thecustomer has come to expect. It also covershow the learner can avoid giving their customeran experience that is significantly different fromthe one offered in the promise.Unit expiry date31 December 2014Details of the relationship between the unitand relevant national occupationalstandards (if appropriate)This Unit directly relates to Unit A7 of theCustomer Service NOS 2010Details of the relationship between the unitand other standards or curricula (ifappropriate)N/A 2010 Skills CFAstPage 17

Assessment requirements specified by asector or regulatory body (if appropriate)Specified in the Customer Service AssessmentStrategy 201

Live up to the customer service promise : 16 . A8 : Make customer service personal . 19 : A9 . Go the extra mile in customer service : 22 . A10 : Deal with customers face to face . 25 : A11 . Deal with incoming telephone calls from customers : 28 . A12 : Make telephone calls to customers . 31 : A13 . Deal with customers in writing or .