Customer Service Guide

SITXCC006
Provide service to customers

Learner Guide
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Table of Contents
Unit of Competency .......................................................................................................................... 5

Application of the Unit ......................................................................................................................... 5
Performance Criteria............................................................................................................................ 6
Foundation Skills .................................................................................................................................. 7
Evidence Guide .................................................................................................................................... 8
Range of conditions ........................................................................................................................... 10
1. Communicate with internal and external customers .................................................................... 11
1.1 – Communicate with customers in a professional manner within designated response times using
appropriate verbal and non-verbal communication.............................................................................. 12
Choice of communication mediums .................................................................................................. 12
Internal and external customers ........................................................................................................ 13
Positive customer communication .................................................................................................... 13
Verbal communication ....................................................................................................................... 14
Assertiveness ..................................................................................................................................... 14
Making enquiries................................................................................................................................ 14
The importance of attitude ................................................................................................................ 15
Being courteous ................................................................................................................................. 15
Importance of timely communication ............................................................................................... 16
Activity 1A .......................................................................................................................................... 17
1.2 – Observe and respond to non-verbal communication of customers ............................................. 18
Observing non-verbal communication .............................................................................................. 18
Activity 1B .......................................................................................................................................... 21
1.3 – Use active listening and questioning to facilitate effective two-way communication ................. 22
Active listening ................................................................................................................................... 22
Questioning ........................................................................................................................................ 22
Activity 1C .......................................................................................................................................... 24
1.4 – Select a medium of communication appropriate for the customer and situation ....................... 25
Identifying appropriate communication mediums ............................................................................ 25
Communicating in person .................................................................................................................. 25
Telephone .......................................................................................................................................... 26
Email................................................................................................................................................... 26
VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

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Alternative communication ............................................................................................................... 26

Activity 1D .......................................................................................................................................... 28
2. Follow defined organisational standards when delivering service ................................................. 29
2.1 – Practice high standards of personal presentation and hygiene according to organisational
requirements ......................................................................................................................................... 30
Personal presentation ........................................................................................................................ 30
Personal hygiene ................................................................................................................................ 31
Organisational expectations .............................................................................................................. 32
Activity 2A .......................................................................................................................................... 33
2.2 – Follow organisational customer service policies and procedures ................................................ 34
Following policies and procedures..................................................................................................... 34
Principles of good customer service .................................................................................................. 35
Activity 2B .......................................................................................................................................... 36
2.3 – Adhere to professional standards expected of service industry personnel ................................. 37
Adhering to professional standards ................................................................................................... 37
Activity 2C .......................................................................................................................................... 39
3. Provide service to customers ....................................................................................................... 40
3.1 – Establish rapport with customer to promote goodwill and trust during service delivery ............ 41
Establishing rapport ........................................................................................................................... 41
Activity 3A .......................................................................................................................................... 42
3.2 – Identify customer needs and expectations, including customers with special needs .................. 43
Identifying needs and expectations ................................................................................................... 43
Customers with special needs ........................................................................................................... 44
Activity 3B .......................................................................................................................................... 45
3.3 – Promptly meet all reasonable customer needs and requests ...................................................... 46
Meeting customer needs and requests ............................................................................................. 46
Customer characteristics ................................................................................................................... 46
Personal needs ................................................................................................................................... 47
Self-management ............................................................................................................................... 47
Organising time .................................................................................................................................. 48
Customer service difficulties .............................................................................................................. 50
Activity 3C .......................................................................................................................................... 51
3.4 – Identify and anticipate operational problems and take action to minimise the effect on customer
satisfaction ............................................................................................................................................. 52

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Identification ...................................................................................................................................... 52
Anticipation ........................................................................................................................................ 53
Action ................................................................................................................................................. 53
Activity 3D .......................................................................................................................................... 54
3.5 – Recognise and act upon opportunities to deliver additional levels of service beyond customer’s
immediate request................................................................................................................................. 55
Delivering additional levels of service ............................................................................................... 55
Rewarding loyalty............................................................................................................................... 56
Activity 3E........................................................................................................................................... 57
4. Respond to customer complaints ................................................................................................. 58
4.1 – Proactively recognise customer dissatisfaction and take swift action to avoid escalation to a
complaint ............................................................................................................................................... 59
Signs of dissatisfaction ....................................................................................................................... 59
Customer feedback ............................................................................................................................ 59
Taking action ...................................................................................................................................... 60
Activity 4A .......................................................................................................................................... 62
4.2 – Respond to customer complaints in a professional manner ........................................................ 63
4.3 – Identify solutions in consultation with customer ......................................................................... 63
Responding to complaints ................................................................................................................. 63
Consulting the customer .................................................................................................................... 64
Identifying and evaluating the solutions............................................................................................ 64
Activity 4B .......................................................................................................................................... 65
4.4 – Resolve complaints according to own level of responsibility and organisational policy .............. 66
4.5 – Escalate complex service issues to higher level staff for action ................................................... 66
Resolving complaints ......................................................................................................................... 66
Escalating complex service issues ...................................................................................................... 67
Activity 4C .......................................................................................................................................... 69
5. Provide internal feedback on customer service practices .............................................................. 70
5.1 – Provide ongoing internal feedback on service practices, policies and procedures, and suggest
improvements ........................................................................................................................................ 71
Providing feedback............................................................................................................................. 71
Providing information ........................................................................................................................ 72
Improving policies and procedures .................................................................................................... 73
Activity 5A .......................................................................................................................................... 75

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5.2 – Identify individual and recurring complaints and provide internal feedback to avoid future
occurrence ............................................................................................................................................. 76
Individual complaints ......................................................................................................................... 76
Recurring complaints ......................................................................................................................... 76
Activity 5B .......................................................................................................................................... 77
Summative Assessments........................................................................................................................ 78
References ............................................................................................................................................. 79

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Unit of Competency
Application of the Unit
This unit describes the performance outcomes, skills and knowledge required to communicate
effectively with and provide quality service to both internal and external customers. It requires the
ability to establish rapport with customers, determine and address customer needs and expectations,
and respond to complaints.
The unit applies to those frontline service personnel who deal directly with customers on a daily basis
and who operate with some level of independence and under limited supervision.
This includes individuals working in a range of tourism, travel, hospitality and events contexts.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time
of publication.
Unit Sector
Cross-Sector

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Performance Criteria
Element Performance Criteria
Elements describe the Performance criteria describe the performance needed to
essential outcomes. demonstrate achievement of the element.
1. Communicate with 1.1 Communicate with customers in a professional manner

internal and external within designated response times using appropriate verbal
customers and non-verbal communication
1.2 Observe and respond to non-verbal communication of
customers
1.3 Use active listening and questioning to facilitate effective
two-way communication
1.4 Select a medium of communication appropriate for the
customer and situation
2. Follow defined 2.1 Practice high standards of personal presentation and

organisational hygiene according to organisational requirements
standards when 2.2 Follow organisational customer service policies and
delivering service procedures
2.3 Adhere to professional standards expected of service
industry personnel
3. Provide service to 3.1 Establish rapport with customer to promote goodwill and
customers trust during service delivery
3.2 Identify customer needs and expectations, including
customers with special needs
3.3 Promptly meet all reasonable customer needs and requests
3.4 Identify and anticipate operational problems and take action
to minimise the effect on customer satisfaction
3.5 Recognise and act upon opportunities to deliver additional
levels of service beyond customer’s immediate request
4. Respond to customer 4.1 Proactively recognise customer dissatisfaction and take swift
complaints action to avoid escalation to a complaint
4.2 Respond to customer complaints in a professional manner
4.3 Identify solutions in consultation with customer
4.4 Resolve complaints according to own level of responsibility
and organisational policy
4.5 Escalate complex service issues to higher level staff for
action
5. Provide internal 5.1 Provide ongoing internal feedback on service practices,

feedback on customer policies and procedures, and suggest improvements
service practices 5.2 Identify individual and recurring complaints and provide
internal feedback to avoid future occurrence

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Foundation Skills
Foundation skills essential to performance in this unit, but not explicit in the performance criteria are
listed here, along with a brief context statement.
Reading skills to:
➢ Interpret messages, notes, letters, online communications, and policies and procedures
Writing skills to:
➢ Record clear and concise messages, notes, emails, faxes and letters
Self-management skills to:
➢ Deal with customer enquiries in a logical sequence while accommodating other work commitment
Technology skills to:
➢ Use electronic communication media

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Evidence Guide
Performance evidence
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in
the context of the job role, and:
➢ Identify customer requirements and provide quality customer service to three different internal and
three different external customers to meet requirements
➢ Provide service to above customers in line with organisational customer service standards and
within designated organisational response times
➢ Demonstrate procedures to respond to and resolve three different customer complaints according
to organisational policies and procedures
➢ Demonstrate effective communication with the above internal and external customers, including
any with special needs
➢ Seek formal and informal feedback from customers on above service.
Knowledge evidence
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria
of this unit:
➢ Principles of quality customer service and positive communication

➢ Appropriate non-verbal communication for customer service:
o body language
o culturally specific communication customs and practices
o dress and accessories
o gestures and mannerisms
o use of space
o voice tonality and volume
➢ Methods for enhancing service delivery in response to staff and customer feedback
➢ Specific industry sector:
o professional service standards expected of service industry personnel
o attitudes and attributes expected by the service industries to work with customers
o standards of personal presentation and hygiene
o different customer service and communication expectations, especially those with special
service needs
➢ Particular organisation:
o types of customers
▪ external
▪ internal
▪ new
▪ regular or repeat
▪ visitors
o designated response times for acknowledging customers and their enquiry
o personal presentation and hygiene standards
➢ Customer service policies and procedures, in particular, those for:
o acknowledging and greeting customers
o complaint and dispute management
o empowerment of different levels of personnel to resolve complaints, disputes, service issues
and customer compensation
o loyalty programs

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o presentation standards for customer environment, customer service personnel, and documents
and promotional materials
o pricing guarantees
o product quality
o refunds and cancellation fees
o response times
o service guarantees
o training staff for customer service and complaint handling
➢ Awareness of special needs, customs and practices of various social and cultural groups of
customers in regards to:
o modes of greeting, farewelling and conversation
o body language and body gestures
o formality of language
o clothing
➢ Methods of collecting feedback:
o formal:
▪ surveys
▪ interviews
▪ structured questioning
o informal:
▪ observation
▪ casual discussion
➢ Essential features, conventions and usage of different types of communication techniques and
equipment.
Assessment conditions
➢ An industry workplace
➢ A simulated industry environment.
Assessment must ensure access to:
➢ Organisational policies, procedures and templates relating to:

o customer service standards
o designated response times
o presentation standards
o procedures for dealing with customer complaints
o customer surveys and feedback collection
o recording and reporting customer feedback
➢ internal and external customers with different cultural backgrounds and special service needs with
whom the individual can interact; these can be:
o customers in an industry workplace during the assessment process; or
o individuals who participate in role plays or simulated activities, set up for the purpose of
assessment, in a simulated industry environment operated within a training organisation.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Links
Companion Volume Implementation Guide: - http://www.serviceskills.com.au/resources

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Range of conditions
Specifies different work environments and conditions that may affect performance. Essential operating
conditions that may be present (depending on the work situation, needs of the candidate, accessibility
of the item, and local industry and regional contexts) are included.
Range is restricted to essential operating conditions and any other variables essential to the work
environment.
Medium of communication must include ➢ Assistive technology

consideration of: ➢ Email or other electronic communication
➢ Face-to-face communication
➢ Fax
➢ Written messages for restaurant bookings or
phone messages
➢ Standard forms and pro formas
➢ Telephone
➢ Use of interpreters
➢ Two-way communication systems.
Situation must involve consideration of the ➢ Access of the sender and receiver to
following factors: necessary equipment and technology
➢ Degree of formality required
➢ Required format
➢ Technical and operational features to fulfil
the need
➢ Technical skills required to use the medium
➢ Urgency and timeframes.

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1. Communicate with internal and external customers

1.1. Communicate with customers in a professional manner within designated response times using
appropriate verbal and non-verbal communication
1.2. Observe and respond to non-verbal communication of customers
1.3. Use active listening and questioning to facilitate effective two-way communication
1.4. Select a medium of communication appropriate for the customer and situation

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1.1 – Communicate with customers in a professional manner within designated

response times using appropriate verbal and non-verbal communication
Choice of communication mediums

Modern businesses have a range of options with regards to customer communications. The choices
include email, telephone, social media and traditional face-to-face discussions. It is important to
consider the nature and characteristics of the business audience when deciding upon appropriate
communication mediums. Companies aiming their products at young and technologically minded
customers might choose to spend considerable time communicating via social media. However, more
traditional service providers may have a preference for personal communication.
Ways to communicate with customers may be:

➢ By telephone
➢ By written format:
o handwritten
o electronic
o hard copy letter
➢ Face-to-face
➢ Formal
➢ Informal using abbreviations
➢ Verbal
➢ Varied according to the needs of the customer, including:
o use of an interpreter
o use of appropriate voice tonality and volume
o use of basic gestures
o use of languages other than English including Australian Indigenous languages
o use of visual aids:
▪ photographs
▪ sketches
▪ product information sheets.

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Internal and external customers

Your customers may be categorised as either internal or external. Internal customers are the people
that either work for or have some professional association with your business. If you own a hotel then
the concierge and receptionist may be considered internal customers. The external customers are those
people who don’t have any don’t have a professional association and are exclusively interested in your
service offerings.
These customer characteristics should also be considered:

➢ Age
➢ Gender
➢ Location
➢ Religion
➢ Cultural and ethical background
➢ Disability
➢ Preferred business contact times
➢ Preferred communication type
➢ Behaviour and mannerisms
You may be expected to deal with customers who have never used your services before. However, you
may have established relationships with customers who use your services on a regular basis. There may
also be visitors who are considering investment in your services. The approaches and methods of
communication should vary, depending on the types of customers that you are dealing with.
Positive customer communication

You should consider the level of knowledge and understanding of any customers that you deal with. It is
generally advisable to use simple language and avoid the types of technical terms which might cause
confusion. However, you shouldn’t come across as patronising or condescending.
It is important to treat customers with respect and do everything within your scope of responsibilities to
deal with their enquiries. Remember that customers are essential to the success of your business. They
should be pleasantly surprised by the quality of your service.
There are some key rules to follow when speaking to customers on the phone. If you require the
assistance of an absent colleague then you shouldn’t tell the customer that they are too busy or have
left work early. A more professional response would be to say, “I’m sorry my colleague isn’t in the office
at the moment, but I will pass on your details. When would be a convenient time to call back?” You
should state your professional title and give the customer reasonable opportunity to speak. It is also
important to articulate your words clearly and talk at a reasonable volume. A sense of positivity should
be conveyed when communicating with customers.

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Verbal communication
There should be a two-way process when communicating with prospective customers. You will be
expected to ask questions and make recommendations about the services that are likely to be of
particular interest. However, customers should have the opportunity to express their requirements and
clarify any points that are made.
A variety of questions should be asked for the purpose of establishing the customer’s requirements.
Closed questions may be used in order to establish definite agreement or disagreement about specific
points. You might ask the customer whether they are interested in a particular service or whether price
is a major factor. Open questions should be used in order to encourage the customer to provide more
detailed information. You might ask how they are planning on using a product or why they are
interested in a particular brand.
Assertiveness
You will have to maintain a fine balance between being assertive and overly forceful when dealing with
prospective customers. The customer will probably expect you to demonstrate a fair amount of
authority and confidence. However, you will also need to show respect for other people’s beliefs and
thoughts; despite any areas of disagreement.
The use recommended interpersonal techniques may enable you to identify these information needs:
➢ Service specifications
➢ Prices and preferred types of payment
➢ Relative importance of quality and convenience
➢ Hopes and expectations regarding your services
➢ Problems that the customer is hoping to solve
Making enquiries
It is important to be concise when making enquiries, to ensure that you don’t take any more time than
is necessary. However, you shouldn’t be so brief that customers fail to understand your requests for
information. This is easier to judge if you have an existing relationship with the person.
Start by giving a brief and easily understandable overview of your enquiry. The customer should then be
asked further questions and encouraged to provide clarification as necessary.
It is important to understand customer needs by qualifying potential leads and prospects. This can be
done by:
➢ Asking the right questions

➢ Determining their needs and wants
➢ Determining what their ‘pain’ is and how you can solve it
➢ Determining if they can afford your service
➢ Gathering information on who your customers and potential
customers are
➢ Finding out why they would buy your service

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The importance of attitude

If you are a member of frontline staff then you may be the first person that a prospective customer
encounters. You should make a positive impression and convey a sense of professionalism on behalf of
your business. The customer should be aware that you are giving them your full attention and doing all
that you can to satisfy their needs. It is important to smile and speak in a reasonably upbeat manner.
You may consider the service environment as a stage, where you have to give the best performance
possible. Consider the ways in which you would like and expect to be treated. Then go above and
beyond to deliver exceptional customer service.
Being courteous
It is likely that customers will respond positively if you act in a courteous manner. Your courtesy should
convey a sense of respect and put the customer at ease. They should be encouraged to provide details
of their requirements and engage in conversations regarding appropriate services. If the customer feels
positive and respected then they will probably be more receptive to your selling strategies.
You should aim to make a positive impression whenever establishing contact with customers. You could
shake their hand, give them your name, and ask about the assistance that they require. You should also
ask customers for their names and address them appropriately during conversations. The customer’s
name should be used when making referrals to other staff members.
Courtesy may be demonstrated in the following ways:

➢ Listening when the person speaks
➢ Saying “please” and “thank you” when necessary
➢ Taking turns when speaking, and not dominating the

conversation
➢ Respecting the customer’s time
➢ Giving the customer the appropriate amount of personal space
➢ Recognising and respecting any cultural or religious differences.
You should show respect when the customer approaches you. Stop whatever else you are doing and pay
close attention to what the customer says. Attempt to ignore other distractions and assume positive
body language. Repeat what the customer has said to assure them that you are paying attention and
are open to clarification regarding any points. Don’t let your attention wander or hurry the customer. If
you are unable to provide the information that the customer is seeking then tell them that you will carry
out the necessary research and get back to them at the earliest opportunity. Non-verbal gestures such
as nodding can encourage the person to continue speaking. You can also show your interest by making
short remarks, such as: “That’s interesting” or “Really?” Try not to think about your reply while the
other person is speaking as that will distract you.

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Non-verbal communication may involve:

➢ Body language
➢ Culturally specific communication customs and

practices
➢ Dress and accessories
➢ Gestures and mannerisms
➢ Use of space
➢ Voice tonality and volume.
Importance of timely communication

You will need to respond promptly to customer enquiries if you are to minimise the chance of losing out
on sales. This doesn’t mean that you have to immediately approach any customers who enter your
workplace. They may be given time to walk around, read any promotional materials and decide whether
they are interested in your services. However, you should act in accordance with designated response
times and ask whether the customer requires any further information or assistance. Be prepared to
pause any other activities and give the customer your sole focus.
If customers make enquiries remotely then you should respond within 24 hours. They are likely to be
impressed by the speed of your response and more receptive to your communications. You should
contact the customers by phone and email if such details are given. If you don’t respond promptly then
customers might begin doubting your reliability in other areas. They might worry about your after-sales
service.

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Activity 1A

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1.2 – Observe and respond to non-verbal communication of customers
Observing non-verbal communication

There are various aspects of non-verbal communication that should be taken into consideration when
dealing with customers. It is estimated that non-verbal communication accounts for between 70% and
80% of speech. Such communication will give you a good idea of how people are thinking and feeling.
However, you should be aware that there is some variation in the types of non-verbal communication
used by individuals. Factors such as the situation, context, and culture have a bearing on non-verbal
communication. It is also important not to consider single aspects of non-verbal communication in
isolation. People are likely to present a wide variety of non-verbal signals at any one time. The links
between non-verbal and verbal communication should also be considered.
Culturally specific communication customs and practices

It is highly likely that you will encounter customers from a range of cultural backgrounds. They may
attach different levels of significance to aspects of non-verbal communication. Giving the thumbs up
may be seen as a positive signal in the UK. However, it is perceived as rude in countries such as Greece
and Italy. It might be possible to establish the cultural background of a customer and adapt your non-
verbal communication accordingly. If this isn’t possible then you should attempt to maintain a sense of
respect and look out for the universal non-verbal signals.
These universal signals include:

➢ Happiness
➢ Sadness
➢ Anger
➢ Surprise
➢ Fear
➢ Disgust
You should be aware that people from different cultures also have varying beliefs and perceptions of
personal space. The intimate distance (touching to 45cm) applies to the amount of space that may be
acceptable to people in close relationships. The personal distance (45cm to 1.2m) is generally
acceptable when holding discussions. Facial signals and expressions can be easily observed at this
distance. The social distance (1.2 to 3.6 metres) may be assumed when dealing with customers. You
might sit across a table or stand at such a distance. However, you should be aware of the need to speak
at a slightly raised volume and maintain eye contact. You should also consider the position of seating
and ensure that you aren’t in a position of dominance relative to the customer. If you are required to
give speeches and presentations then a public distance (3.7m to 4.5m) may be assumed. The voice
should be raised significantly when speaking over such large distances. You should also be aware that
other people will not be able to identify intricate body gestures or facial expressions at this distance.

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Customers will have different expectations and levels of comfort with regards to personal space. It is
important that you don’t get too close or move too far away as to cause offence. Keep an eye on the
customer’s facial expressions for a clue as to how comfortable they are feeling.
Body language, gestures and mannerisms

You can learn a considerable amount about how your customers are thinking and feeling by observing
their body language. Customers who sit with their legs and arms crossed are unlikely to be receptive to
your communication. However, those who assume open body language and face directly towards you
are likely to be more open to discussion. People who slouch and keep their heads down are likely to
have low levels of confidence and self-esteem. The opposite can be said of people who walk tall and
proud.
Customers who fidget and continuously pinch at their skin or clothing are likely to feel uncomfortable
and keen to escape the situation. If they respond to distractions or stare into space then they are
unlikely to be engaged in the sales process. Customers who are ready to buy your services may rest
their hands on their thighs or grip an object in excitement. You should watch out for such visual cues
and respond appropriately.
Voice tonality and volume

It is also important to account for voice tonality and volume when
communicating with customers. At a basic level, people who speak loudly or
shout may be seeking your attention or feeling considerable anger. Individuals
who speak quietly and softly may be assumed to be lacking confidence. However,
you should be aware that there are different expectations in some cultures and
areas of the world. The tone of voice is likely to vary, depending on the situation
and context. Customers are likely to assume different tones when speaking to
friends and family members as those used when communicating with customer
service representatives. Differences in tone will depend to some extent on the
types of language and punctuation that is used. You might be able to have an
informal discussion with a customer who uses colloquial and friendly language.
However, you might be expected to communicate differently with customers
who demonstrate stress by speaking quickly and loudly.
Dress and accessories

First impressions count, so it is important to ensure you dress appropriately when meeting with
customers in a frontline service role. Dress also includes accessories such as jewellery, ties, handbags,
hats and glasses. Choice of clothing can convey nonverbal clues about someone’s personality,
background and financial status. Clothing style can also demonstrate your culture, mood, level of
confidence, interests, age, authority, values and sexual identity. Therefore, not taking care of your
appearance by wearing messy clothes, for example, can send a negative message to people. It is
important to consider what dress is appropriate based on the audience and the event to ensure you
give the right impression and represent the business well. You should also check the dress code for the
business or event to find out whether it is casual, smart/casual or business wear etc.
Modified from source: Boundless, Appearance: Dress and posture:

https://www.boundless.com/communications/textbooks/boundless-communications-

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textbook/delivering-the-speech-12/effective-visual-delivery-65/appearance-dress-and-posture-259-
4168/. Accessed on 08/03/2017.
Use of space
Most non-verbal communication involves your interaction with physical space, which can communicate
a lot to others. One of the basic ideas in communication is immediacy or the ways that we communicate
that we are open, friendly and willing to communicate with others. Nonverbal signs of immediacy
include smiling, waving and your use of physical space. For example, someone who is taking up more
physical space in a room, displaying openness and trustfulness is communicating immediacy.
Territoriality is the nonverbal communication of ownership. This is when you feel protective of a specific
physical space or item and your body language displays that ownership. For example, this can mean
taking up the entire space on a couch or placing your items on chairs next to you to avoid anyone else
sitting there. In this case, your body language would display to others that you are closed to
communication. Everyone has a space bubble, which is considered their own personal space. The space
bubble can vary in size according to the activity of type of communication that is taking place, however,
we expect people to be respectful of our personal space and avoid being intrusive. Therefore,
impersonal business or casual conversations should be carried out in a social distance of 4 to 12 feet to
avoid interfering in each other’s space.
Modified from sources: Study, The importance of space in nonverbal communication:

http://study.com/academy/lesson/the-importance-of-space-in-nonverbal-communication.html. Lee
Hopkins, Nonverbal communication and space: http://www.leehopkins.com/nonverbal-communication-
space.html. Accessed on 08/03/2017.

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Activity 1B

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1.3 – Use active listening and questioning to facilitate effective two-way

communication
Active listening
The process of active listening involves paying full attention to what the other person is saying. You
should maintain full concentration while customers are detailing their requirements and problems. You
are also advised to give positive affirmations to demonstrate that you are listening and interested in
what the customer is saying. It is important to remain impartial and non-judgemental. The customer
should be allowed to pause and gather their thoughts without interference. You may attempt to draw
mental pictures based upon what the customer is saying for increased understanding.
You should consider the situation and the characteristics of the customer that you are listening to. If the
customer is shy then you shouldn’t keep on staring at them directly in the eyes. You should also respect
the customer’s personal space. You may lean slightly in and tilt your head to one side while the
customer talks. However, it is important to gauge their responses and adapt your behaviour accordingly.
Customers may react well to positive reinforcement during conversations. However, you should state
your reasons for agreeing with certain points. It would be a good idea to jot down key points in a
notepad for clarification and discussion when appropriate. Customers are likely to be impressed and
more willing to engage if you refer to points that were discussed previously. Questions may be asked to
show that you have an active interest and are keen for the customer to expand on specific points. You
are also advised to give a summary of the discussion and provide the customer with the opportunity to
make corrections when required. You are encouraged to spend a little time thinking about what the
customer has said before responding. The customer shouldn’t take offence to your comments.
Active listeners will use these non-verbal techniques:

➢ Smiling and nodding to show agreement
➢ Maintaining eye contact
➢ Maintaining a direct and open posture
➢ Mirroring the other person’s body signals
➢ Ignoring potential distractions
➢ Respecting personal space
Questioning
It will be necessary to ask well-considered questions in order to show that you are actively interested in
what the customer has to say. Questions may be asked as a means of encouraging the customer to
provide further information about specific points. They might also be posed in order to clarify
statements that the customer has made. You should consider the phrasing of such questions and ensure
that they are entirely appropriate. It is also important to spend time considering the customer’s
response. Silence may be used to highlight the importance of your questions and encourage the
customer to expand on any points that are made.

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Open and closed questions may be used for different purposes when communicating with a customer.
Closed questions are normally short and direct. They encourage the other person to give a basic answer
in response.
Examples of closed questions include:

➢ Would you like room service as part of your hospitality package?
➢ Would you like the meat or vegetarian option for dinner tonight?
➢ Where have you travelled from today?
Open questions may be used to encourage more detailed and expanded answers. You could pose a
recall question in order to encourage the customer to remember and provide details of a particular
service experience. You could also use the funnel questioning technique to address a subject or area of
particular interest. You might begin by asking how the customer found out about your hotel. Then you
could ask them the reasons for choosing it. The conversation may continue until you have obtained all
the information that you are seeking. Open questions are particularly useful when you want to find out
exactly how the customer feels about your service. They are a positive means of encouraging open
discussion.

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Activity 1C

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1.4 – Select a medium of communication appropriate for the customer and

situation
Identifying appropriate communication mediums

There are a wide variety of options when it comes to communication with your customers. The
communication mediums that you choose may be dependent on the characteristics of your audience
and availability within your organisation. It might be tempting to use the medium that you see as being
most convenient. However, you should ensure that this is appropriate and accessible for your
customers. It is no good sending messages via the latest technological medium if your customers lack
the necessary technical knowledge and understanding. It is also important to account for any special
requirements and disabilities.
The selection of a particular communication medium may depend on the level of formality that is
required. It might be acceptable to promote a brand new service via social media. However, you may
have to meet with customers who have serious concerns or problems that need addressing. It is also
important to consider the urgency and timing of your communications. Customers are unlikely to
appreciate being sent text messages in the middle of the evening. They might also be reluctant to speak
over the phone in the early morning.
This process might be followed when choosing which mediums to use:

➢ Identifying the types of people that are aiming to communicate with – you are
encouraged to consider how these people spend their time and which mediums they
access most often
➢ Considering the nature of the messages that you are planning on sending – some
mediums are suitable for short and simple messages. However, others are ideal for
lengthy descriptions and promotions
➢ Finding out the prices associated with use of the different mediums – it will be
necessary to consider your budget when deciding upon the suitability of such mediums.
You might need to contact publishers, telephone service providers and workspace
owners for their rates
Communicating in person
If you are dealing with a major service issue or concern then it would be
best to deal with the customer in person. This will give you an opportunity
to use the questioning and listening techniques that were outlined in the
previous criteria. This type of communication would be appropriate if you
want the personal touch with your customers. You may travel to see
customers and attempt to sell major services or deal with concerns.
However, it won’t always be practical or feasible to communicate in
person.

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Telephone
Telephone communication is suitable for a wide variety of purposes. You can use the telephone to
speak directly with customers and answer any questions in real time. It is relatively easy to understand
the subtleties of conversation when speaking on the telephone. You can gauge the customer’s response
and change subject when necessary. It is also possible to send text messages with basic information
about your services. Text messaging is a quick and easy method of communication. It also forces you to
be precise and ensure that the essential details are included in your message. However, you should be
aware of the potential for misunderstanding text messages.
Email
There are numerous forms of digital technology that can be used for communication with customers.
You may send emails including details of services that are likely to be of interest. This type of
communication offers the advantage of being relatively quick and easy. It also allows for communication
with large numbers of customers. However, you should be aware that some people don’t have ready
access to computers or email servers. Your email may also be vying for attention with a number of
others. There is a risk of your email being sent to the trash or spam folder without having been read.
However, you can improve the chances of email engagement by using attention-grabbing headlines and
keeping your messages short and to the point.
You may also take the opportunity of communicating with your customers via social media platforms
such as Facebook and Twitter. These websites allow for instant communication about a wide variety of
topics. You can reach out to a large and diverse audience, increasing the visibility of your business.
Social media also offers the benefit of being relatively cost effective. However, it does take time and
effort to maintain communication via social media. It is also considered unsuitable for dealing with
major customer problems and issues.
You might also be expected to use these communication technologies:

➢ Fax machines –These machines are used to transfer various documents in paper
format. The process of scanning and sending a one-page document should take a
minute to complete
➢ Software and communication packages – Collaborative productivity software enables

the remote sharing of information between employees. Businesses also use video
conferencing, as a means of discussing projects remotely
➢ Network systems – Digital networking systems allow employees to work in

combination, despite differences in location and time. Documents
can be saved to the cloud and accessed at the employee’s
convenience
Alternative communication
It might be necessary to use methods such as augmentative and alternative communication when
speaking to people with sensory loss (e.g. blindness, deafness) or cognitive impairments. You should
engage with them encourage them to speak openly. Sensitively ask how they would like you to
communicate, but don’t mention any disabilities unless necessary.

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Methods of AAC can include:

➢ Sign language
➢ Brail
➢ Pictures cards
➢ Whiteboards
➢ Written documents.
Other types of communication medium include:

➢ Assistive technology, e.g. telephone typewriter (TTY)
➢ Simple written messages, such as restaurant bookings or phone messages
➢ Standard forms and pro formas
➢ Through interpreters
➢ Two-way communication systems.

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Activity 1D

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2. Follow defined organisational standards when delivering

service
2.1. Practice high standards of personal presentation and hygiene according to organisational
requirements
2.2. Follow organisational customer service policies and procedures
2.3. Adhere to professional standards expected of service industry personnel

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2.1 – Practice high standards of personal presentation and hygiene according to

organisational requirements
It is essential to practice high standards of presentation in order to make a positive impression when
meeting customers. You should appreciate that you are representing the organisation and that your
appearance may be seen as a reflection of service quality. Customers should notice your
professionalism and confidence in your appearance. If you are new to a company then it would be
worth asking your supervisor about suitable standards of presentation. You should also pay attention to
the types of clothing and accessories that are worn by your colleagues.
You should take any opportunities to practice your customer service technique. Consider the effect of
your voice and choice of language. Aim to project your voice and articulate your words clearly for
assured understanding. This should make the customers more receptive to your messages and ensure
that they perceive you as an expert.
Personal presentation
It is important that you present your organisation in the best possible light. Personal concerns or issues
should not have a negative impact on your communication. You should attempt to exude a sense of
friendliness, calm, and positivity. You can show that you are in control through the use of positive and
assertive body language. However, your customer’s shouldn’t feel intimidated or uneasy in your
presence. It is generally advisable to maintain eye contact while customers are talking. However, you
should account for any cultural differences and adapt your communication accordingly.
Choice of clothing
Your organisation may have policies and guidelines regarding the types of clothes that
should be worn in the workplace. If you are unable to find such details then it would be
advisable to ask your supervisor. You should ensure that your clothes fit properly and
that they look suitably professional. Standards of clothing will be particularly
important when working for high-end hospitality and tourism businesses. Your
organisation may provide facilities for washing and drying. You should use them
when necessary and ensure that your clothes don’t have any stains or discolorations.
It might be necessary to ask your supervisor about clothing replacements. You should
also ensure that your shoes are well presented and polished when required.
Service personnel are advised against wearing these clothes:

➢ Colourful dress shirts
➢ Formal shorts
➢ Character ties
➢ Mini skirts
➢ Elaborate jewellery
➢ Platform shoes

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You may choose to wear jewellery and other accessories. However, they shouldn’t be overstated or
showy. It is also important to consider the colour of your clothing. Some organisations may provide
uniforms which are meant to be worn whenever you are in the workplace. However, you may have a
choice of clothes on some occasions. Any deodorant or other fragrances should be soft and subtle.
Other aspects of personal presentation include:

➢ Hair and grooming
➢ Hands and nails
➢ Jewellery
➢ Wearing of:
o clothes that do not offend organisation customer base
o clothes to suit different work locations
o promotional clothing for special events
o uniform items within the organisational policy directives
Personal hygiene
It is essential to maintain high standards of personal hygiene in the workplace. You should wash your
hands regularly and ensure that your fingernails are free of dirt and well-trimmed. It is good practice to
have a bath or shower at least once a day. You should also clean your teeth and groom your hair
regularly for a suitably professional appearance.
Your hands should be washed on the following occasions:

➢ Before commencing or recommencing work with food
➢ After touching refrigerator doors or surfaces that haven’t been cleaned
➢ After smoking
➢ After sneezing or blowing your nose
➢ After handling money
➢ After eating and drinking
➢ After using the toilet

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You should follow these steps when washing your hands:

➢ Apply soap directly onto the hands
➢ Combine the soap with warm water and wash up to the elbows
➢ Use your right palm to clean the back of your left hand and vice versa
➢ Clean the spaces between your fingers
➢ Scrub the fingernails
➢ Wash the soap away and ensure that the sink is clean for the next user
➢ Use a disposable paper towel or other method of hand drying which doesn’t cause the
transfer of pathogenic microorganisms
Customers are likely to be put off and unwilling to engage in discussions if you have bad breath. You
should clean your teeth or chew gum after eating meals in order to remove any bad smells. Mouthwash
may also be used for the maintenance of oral hygiene.
Organisational expectations
Your organisation is likely to have strict requirements when it comes to personal hygiene and
presentation. You will have to meet these requirements if you are to avoid spreading bacteria, causing
harm to customers, and damaging the reputation of your business.
Those of you who are involved in the preparation and serving of food should take care and follow the
necessary hygiene procedures on everyday basis. You should make the effort to ensure that you arrive
at work in a clean and presentable state. You should not handle food if you have infections or diseases
which may be transmitted to the customers.

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Activity 2A

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2.2 – Follow organisational customer service policies and procedures
Following policies and procedures

It is likely that your organisation will have established policies and procedures specific to customer
service. These may be accessed in paper-based form on your premises or via a business website. You
are advised to read them thoroughly and establish a good understanding of the customer service
expectations. You should follow any rules and guidelines when required.
The customer service policy should include codes of conduct, which you are expected to follow. They
may relate to everything from the appropriate way to greet customers to the designated response
times. You may find this policy within the employee handbook.
You will also be expected to follow set procedures for the assurance of high quality and efficient
customer service. Your organisation may have procedures for dealing with customer complaints or
responding to instances of unfair service. They may be included as part of a standard procedures
manual.
The policies and procedures may also relate to:

➢ Acknowledging and greeting customers:
o addressing the person by name
➢ Dealing with disputes
➢ Providing service and care to customers with special service needs, and addressing
their needs
➢ Empowering staff for the resolution of:
o complaints
o disputes
o service issues
o customer compensation
➢ Loyalty programs
➢ Presentation standards for:
o customer environment
o customer service personnel
o documents and promotional materials
➢ Pricing guarantees
➢ Product quality
➢ Refunds and cancellation fees
➢ Service guarantees
➢ Training staff for:
o customer service
o complaint handling

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➢ Use of standard letters and pro formas
Principles of good customer service

It will be necessary to address the needs and desires of your customers in order to ensure a good level
of service. The customer service environment should be welcoming and staff members should do all
that they can to keep the customers happy. If you are to achieve high levels of satisfaction then it will be
important to identify and deliver the aspects of service that are thought crucial by your customers. You
should find out about their expectations and respond appropriately to any positive or negative
feedback. Every aspect of your business should be tailored for your customers and you should be
prepared to make any necessary changes for improved service.
Positive customer relationships may be developed in the following ways:

➢ Welcoming the customers and interacting them in a
suitably professional and courteous manner
➢ Demonstrating an understanding of the customer’s

requirements and individual needs
➢ Identifying that a customer has special service needs and

adapting your approach to address their needs
➢ Accepting that some people won’t be interested in your

services
➢ Doing everything possible to satisfy the needs of

prospective customers
➢ Providing assistance when required
➢ Maintaining a positive stream of communication and providing updates about your

services
➢ Demonstrating understanding of any services that customers are interested in

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Activity 2B

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2.3 – Adhere to professional standards expected of service industry personnel

Adhering to professional standards
It is essential that you maintain positive professional standards in the workplace. Such standards may be
outlined in your organisational code of conduct. They may also be included within the business plan,
employee training programme, and customer service programme. However, there are likely to be some
unspoken standards that staff members are expected to recognise. If you are unsure of the appropriate
then it would be worth asking your supervisor. You should take regular opportunities to update your
knowledge as standards may change over time.
Your organisation might expect you to deal with customer requests and enquiries within designated
response times. You may be required to communicate with customers via the phone, internet or in
person. Standards of courtesy will have to be maintained, no matter the communication medium that
you are using. Courtesy may relate to the tone that you adapt and language that you use. You might
also be expected to address customers by name and establish their requirements in a particular
manner. There should be some consistency in the ways of treating customers to ensure fairness and
equality. It will also be necessary to provide honest and accurate information about the types of
services that customers can expect.
Sally Whelan, Director of the Mystery Dining Company and respected hospitality expert said, “You need
to treat people how you want to be treated and that goes for staff and customers. If you’ve got a
manager who’s not very inspiring and doesn’t push the team in the right way there’s not much hope.”
Service industry personally should have these attributes:

➢ Patience
➢ Positive communication skills
➢ Understanding of customer services
➢ Organisation
➢ Effective time-management
➢ Customer perception skills
➢ Commitment
➢ Friendliness
➢ Confidence and persuasion
➢ Engagement in professional development

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The following standards should be met:

➢ Treating customers in a professional and courteous manner
➢ Ensuring timely responses to customer requests
➢ Maintaining contact via phone or email
➢ Communicating clearly and effectively
➢ Identifying and acting upon the customer’s needs
➢ Making referrals to appropriate staff members when required
➢ Providing professional details when answering the phone
➢ Exceeding customer expectations
➢ Organising services within designated time frames
➢ Ensuring that customers feel valued
➢ Taking appropriate action when dealing with customer problems
➢ Accepting accountability for the maintenance of appropriate standards

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Activity 2C

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3. Provide service to customers

3.1. Identify customer needs and expectations, including customers with special needs
3.2. Promptly meet all reasonable customer needs and requests
3.3. Identify and anticipate operational problems and take action to minimise the effect on
customer satisfaction
3.4. Recognise and act upon opportunities to deliver additional levels of service beyond customer’s
immediate request
3.5 Recognise and act upon opportunities to deliver additional levels of service beyond customer’s
immediate request

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3.1 – Establish rapport with customer to promote goodwill and trust during
service delivery
Establishing rapport
If you are to engage your customers and maximise the chance of sales then it will be necessary to
establish a sense of rapport. You should be friendly and demonstrate that you place great value on the
customer’s business. Listen carefully to what they say and give well-considered responses. You should
aim to make a make a positive impression and establish some connection with the customer as quickly
as possible. If you are to achieve this aim then you will have to demonstrate a positive attitude and act
with confidence. It would be worth starting off with small talk and attempting to establish common
ground. Aim to establish a sense of trust and empathy. Don’t talk about yourself or ask personal
questions of the customer.
If you are feeling confident that there is a shared understanding then you may make a humorous
comment. This will hopefully make the customer smile or laugh and feel more comfortable in the
situation. Use the forms of non-verbal communication that were outlined in criteria 1.1. to show that
you are listening and taking an active interest in what the customer says. You should also consider the
effects of your voice and choice of language in the situation. Speak in a relaxed manner and at a
reasonable volume for a sense of calm.
Consider these customer requirements:

➢ Feeling welcome
➢ Feeling at ease
➢ Feeling understood
➢ Being provided with help
➢ Feeling important
➢ Being treated with respect
➢ Receiving prompt service
➢ Establishing trust
Use these techniques when attempting to build rapport:
➢ Maintain a reasonable amount of eye contact
➢ Mirror the customer’s body language and verbal communication
➢ Give positive affirmations when the customer is talking
➢ Address the customer by name when appropriate
➢ Pose open questions and listen attentively
➢ Demonstrate empathy and establish areas of agreement
➢ Don’t cast judgement or make preconceptions
➢ Be honest and admit when you lack knowledge or are unable to deal with the
customer’s demands
➢ Give appropriate compliments and don’t make derogatory remarks

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Activity 3A

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3.2 – Identify customer needs and expectations, including customers with

special needs
Identifying needs and expectations

Effective communication techniques will have to be practised if you are to identify the customer’s needs
and expectations. You will need to pose a variety of questions and attempt to learn as much as possible
about their desires. Attempt to find out the reasons why they are interested in your services and what
they are thinking of spending their money on. Consider their individual characteristics and personal
motivations for choosing your services rather than the competitors.
You should be aware that there is a distinct difference between customer needs and expectations. A
customer might need a room to stay for the night. However, they may expect a comfortable bed, room
service, and access to sports television channels. There is often a link between the amount of money
paid and quality of service expected by customers. You should be aware of the customer’s desires and
perceptions of reasonable service.
There are a variety of ways in which the customer’s needs may be identified. You may refer to letters of
complaint, market surveys, and industry reports. It would also be worth contacting customers directly
and finding out the service aspects that they are most interested in. It is quite common for businesses
in the hospitality and tourism industries to encourage customer feedback. Customers might be invited
to leave comments on your website or participate in forums. They may leave feedback via third party
review websites. You might also monitor the comments that people make on well-known social media
websites.
You could use the RATER model as a means of identifying the service requirements that your customers
see as being particularly important.
The following customer needs are specified by this model:

➢ Reliability – Customers want to be sure that you will deliver what you
claim and that they can rely on the quality of your service
➢ Assurance – Customers should be assured of the knowledge and skills

possessed by your staff members. They should have faith in your ability
to deliver on promises
➢ Tangibles – Resources such as equipment, staff members, and means of

communication should be available for satisfaction of the customer’s
demands
➢ Empathy – The customer should be sure that you understand and have a
desire to address their requirements
➢ Responsiveness – Customers will expect the prompt arrangement of any services that
are purchased

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Customers with special needs

You may be expected to assist customers with a wide variety of special needs. Such customers will have
similar kinds of needs and expectations to your other customers. However, you may need to adapt your
approach and take account of specific requirements. Your organisation will ideally provide training in
the delivery of service for customers with special needs. You might also refer to the guidance in your
organisational policies and procedures. You may be unsure and unconfident of your ability to help such
customers initially. However, your understanding of their requirements should increase over time.
You may need to respond more quickly when customers with special needs enter your workplace.
Alternatively, it may be necessary to allow them additional time to move around and consider your
business offerings. A rapid approach should be made when people with visual impairments enter your
workplace unless they are accompanied by a professional guide worker. You should approach them just
like any other customer. Give your name, and ask about the types of assistance that you can provide. It
shouldn’t be assumed that such customers will require particular forms of assistance. However, you
should take care over the articulation of your words and speak at an increased volume when necessary.
You might have to give physical support to some disabled customers. They might need you to carry
bulky objects or support them as they move around your workplace. You should be able to locate
wheelchair ramps, disabled toilets, and other facilities designed for customers with special needs.
You might have difficulty understanding the verbal communication of some customers. However, it is
important to remain patient and listen attentively. You might provide a notepad and pen for them to
use. Alternative communication aids may also be available. The customer might become increasingly
desperate and frustrated if you are unable to understand their requirements. However, you should stay
calm and offer any help possible. You might be able to call upon another staff member who has a better
understanding of the customer’s disability. Don’t make assumptions or guess the customer’s
requirements.
Customers with special needs may include:

➢ Aged people
➢ Parents with young children
➢ Pregnant women
➢ Those with a disability
➢ Those with special cultural or

language needs
➢ Unaccompanied children.

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Activity 3B

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3.3 – Promptly meet all reasonable customer needs and requests
Meeting customer needs and requests

If you are to deliver good customer service then you will have to rapidly respond to the customer’s
needs and requests. The nature of such needs and requests will vary considerably from customer to
customer. However, the principles of good customer service will remain the same. You will need to
respond promptly and positively, whether you are communicating with customers over the internet, or
in person.
Customer needs and requests may include:

➢ Accuracy of information
➢ Advice or general information
➢ Complaints
➢ Fairness/politeness
➢ Further information
➢ Making an appointment
➢ Prices/value
➢ Purchasing organisation’s products and services
➢ Returning organisation’s products and services
➢ Specific information.
Customer characteristics
It is important to keep both your internal and external customers as happy as possible. You should have
realistic expectations of your internal customers and ensure that they are provided with assistance
when required. Meetings should be arranged for the purpose of clarifying your business priorities.
Follow-up emails should be sent to ensure that the internal customers are aware of your expectations.
It is also important to anticipate the needs and desires of your internal customers. Employees who have
been working for your organisation for some considerable time are likely to want pay rises and
promotions. If you are fully prepared then it should be possible to make the changes smoothly.
There are some similarities between the needs and expectations of external and internal customers.
Both of these groups will respond well if you are able to address their problems quickly and effectively.
You will need to identify such problems and recommend the most suitable business services. It will also
be necessary to demonstrate empathy and understanding if you are to maximise the chances of loyalty
among internal and external customers. You should be aware that there is a direct association between
the satisfaction of your internal and external customers.
In simple terms, the customer’s needs relate to problems that they hope to resolve by paying for your
services. A customer might want a pleasant place to stay while they are on holiday. Alternatively, they

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might need to find a place that offers reasonably priced food for an organised business meeting.
Customers are likely to be interested in the value of your services. They should be confident that you
are able to deliver on your service promises. They will also require information about the service and
reassurances about the after-sales service that you are able to provide.
There will be some variation with regards to reasonable service that may be provided businesses in
sectors such as hospitality and tourism. A bed and breakfast might offer a basic and inexpensive service
for customers who want somewhere to stay and eat in the morning. However, a luxury hotel might aim
to deliver a service that exceeds the customer’s expectations. It is important to consider the types of
customers that you are dealing with and the needs and desires that they have.
Personal needs
You will also need to meet the customer’s personal needs. These include the need to be understood,
feel welcome, feel important, and be comfortable. The customer should be given the opportunity to
detail their requirements and provide clarification when required. They should be sure that you have
understood their needs and are able to identify suitable services. It is also important to have a positive
attitude and ensure that the customer feels valued. You should give them your sole focus and do all that
you can to resolve their problems. Remember that the customer is always right and make every effort
to exceed their expectations.
Self-management
You will need to demonstrate self-management skills in order to deal with customer enquiries in a
logical sequence while dealing with other work commitments. You should decide which enquiries have
to be dealt with as a matter of urgency. This will depend on the nature of the customer’s question and
their relative importance to your business.
Prioritisation
You should allocate time for essential tasks first. Such tasks may be prioritised as part of a paired
comparison analysis. This will involve the allocation of a letter for each task that you are going to carry
out. You will then need to enter the tasks into the row and column headings of a spreadsheet. You can
compare the tasks in a systematic fashion and assign scores based on their respective level of
importance. Alternatively, you may use an action priority matrix and decide upon the respective level of
effort and reward associated with each task.

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Here is an example of a paired comparison analysis for a travel company worker:
Distributing Phoning Updating travel Meeting the

promotional customers about websites and social supervisor to
materials (A) holiday bookings media profiles (C) discuss service
(B) improvements
(D)
Distributing A, 2 A, 1 A, 3
promotional
materials (A)
Phoning C, 2 D, 1
customers
about holiday
bookings (B)
Updating travel D, 2
websites and
social media
profiles (C)
Meeting the
supervisor to
discuss service
improvements
(D)
You shouldn’t make service promises unless you are entirely confident that they can be fulfilled. It is
important for the customers to have a good level of trust in your capabilities. They should feel that you
are fully committed to dealing with their enquiries and requests. You should have a positive work ethic
and put in the effort to ensure that the customer’s expectations are met. Every customer should be
given due respect and courtesy. You should act in a professional manner, despite any personal
perspectives or viewpoints. Aim to resolve customer problems and answer questions promptly and
effectively.
Organising time
You should carry out the most important tasks at times when you are feeling particularly productive.
This may be on a weekend morning or afternoon. It is also important to identify any tasks which you are
likely to find challenging and need help completing. Others staff members will be appreciative and more
likely to offer their help if asked in advance.

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You might like to keep a to-do list and tick off the tasks as they are finished. Difficult or challenging tasks
may be broken down into steps that can be completed over time. You should only focus on one task at a
time and not attempt to multi-task.

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Effective time management should result in these benefits:

➢ Increased productivity and efficiency
➢ Improved reputation and trust within the organisation
➢ Reduced stress
➢ Increased feelings of achievement and satisfaction
Customer service difficulties

Customers are likely to make some requests that you think are unrealistic and unreasonable. You might
be unable to meet such requests due to legal restrictions or company policies. However, you should still
aim to satisfy such customers and ensure that they are provided with appropriate services. It is
advisable to ask questions and attempt to identify the customer’s underlying need. They might be
asking whether it would be possible to drink alcohol in a particular area of your premises or delay
payment for your services. You should identify the reasons for such requests and attempt to find
alternative solutions. It is far better to attempt to find a solution than turn a customer away because
you can’t deal with their initial request.
Customers at different ends of the age spectrum are likely to have highly particular needs. It might be
necessary to provide children with a safe environment to play and participate in educational activities
while their parents are sightseeing. Older people might require help carrying their bags and travelling to
sites of interest. Customers with disabilities are also likely to have distinct requirements. They might
need support when accessing and leaving your premises. You might be expected to help them with
luggage and access their hotel rooms.

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Activity 3C

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3.4 – Identify and anticipate operational problems and take action to minimise
the effect on customer satisfaction
Identification
There are a wide range of operational problems which may affect your ability to deliver customer
service. These types of problems may be associated with wastage, delays, or the quality of services that
you are able to deliver. There might also be problems related to the culture, control and management
of your organisation. You should be able to identify and limit their impact on your organisation.
Examples of operational problems include:

➢ Delays and time difficulties
➢ Difficult customer service situations
➢ Failure to deliver promised service to customers
➢ Inadequate financial resources
➢ Inadequate staffing
➢ Poor rostering
➢ Poor staff performance
➢ Procedural inadequacies or failure
Operational problems may have a variety of negative impacts on your business. However, it is important
to consider the root cause, rather than the specific issues that are encountered. Your customers might
complain about the speed of room service deliveries or the quality of food. It might be tempting to
blame the room service staff or chefs for their incompetence. However, the problems might have
occurred because room service staff are expected to complete additional tasks or the chefs don’t have
good quality ingredients to work with. There may be a single cause or multiple service issues that are
contributing to the problem.
It will be necessary to identify and consider the main source of any issue that is having
a negative impact on your organisation. Think about the staff members who are
involved in the inefficient process or procedure. Identify when and where the issue
took place. The issue might have occurred as a result of organisational change. The
event might be a one-off or it may have occurred a number of times in the past.
The five why’s approach may be used as a means of drilling down and identifying the root cause of an
operational problem. This will involve asking a series of questions in order to find out the primary
reason for the operational problem. Alternatively, you may use a fishbone diagram to identify the
various causes and effects.

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Anticipation
It is far better to anticipate operational problems than deal with them after they have had a negative
impact on your organisation. The anticipation of such problems will involve a thorough analysis of your
business operations. You should consider all of the services that you offer and the range of potential
problems. It would be worth contacting your customers and asking whether they are entirely satisfied.
They may inform you of services which haven’t quite met expectations. However, such customers are
likely to appreciate your pro-active approach and feel that you care about addressing their
requirements. You might also ask any customer call handlers to provide details of the concerns and
issues that are raised. It might be possible to make changes to your business operations for improved
satisfaction. You may also update the FAQ section of your website for the customer’s benefit.
Action
Immediate action will be required to ensure that the operational problem has the least possible impact
on customer satisfaction. You may provide any affected customers with discounts and special offers on
your services. It might also be possible to contain the problem to ensure that it doesn’t impact your
entire organisation. Employees should be informed of the problem and advised of any actions necessary
to ensure minimal short-term impact. A comprehensive plan should then be developed to deal with any
root causes. You should take any necessary steps to deal with the root causes and ensure that they
don’t happen again in the future.
A meeting might be arranged involving all of the employees who have understanding of the operational
problem. They should be encouraged to offer suggestions for a quick and effective resolution. You could
brainstorm the solutions and rank them in terms of practicality and effectiveness. Time and finance
restrictions should be taken into consideration when prioritising solutions. You will need to develop an
action plan and monitor the effects of your chosen solution.
Implementation will involve:

➢ Agreeing a particular course of action
➢ Designating and accepting responsibility for resolution of the

problem
➢ Considering the most appropriate method to follow for resolution

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Activity 3D

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3.5 – Recognise and act upon opportunities to deliver additional levels of

service beyond customer’s immediate request
Delivering additional levels of service

You will undoubtedly be aware of the importance of achieving a high level of customer satisfaction.
However, you may also recognise the difficulty of satisfying the expectations of customers with different
service expectations. Some customers place great value on positive personal exchanges with staff
members. Others may consider the quality of service facilities to be particularly important. You should
strive for excellence in every aspect of service for the best chance of general customer satisfaction.
It is important for customers to feel valued by your organisation. You can demonstrate your
commitment to them by differentiating your services in accordance with their interests and
requirements. This should be easier to achieve for customers who use your services on a regular basis.
You will be able to build a profile and target such customers based on their preferences. Customers are
likely to respond positively and remain loyal when provided with personalised services.
You should do all that can be reasonably expected to ensure that your customers are entirely satisfied
with your services. This might mean carrying the customer’s bags or delivering room service with a
smile. You should encourage customers to provide details of any additional services that they are
interested in. It is also important to show appreciation for your customer’s business. You might give
them handwritten thank you notes or send emails that may be read upon their return home.
A regular stream of communication should be maintained in order to increase the personal association
with your business. A variety of mediums may be used to update them on the services and special offers
that are available. You might take the opportunity to phone a customer after they have visited your
restaurant or stayed at your hotel. Ask about aspects of the service that they were happy with or that
they think could be improved.
There are numerous examples of companies that have achieved success by going above and
beyond the expected level of customer service. LAX airport made the decision to offer free
luggage carts for customers who were used to paying at other airports. You could follow
their example and make a price reduction or offer selected services for free. You might
also consider the example of Specsavers, the leading optician in the UK. They offer free
contact lenses for customers who have run out prior to the delivery of purchased packs.
You should also make efforts to reward the loyalty of your customers. It might be
necessary to make changes or customise your services based upon your customer’s
demands.

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Extras and add-ons may include:

➢ Products not requested by the customer but identified as a good fit, including:
o cocktails and liqueurs to enhance the dining experience
o coordination services at events and conferences
o entrance to major attractions at the destination
o extra food items such as entrées, desserts and cheese plates
o local guiding services
o optional meals and dining experiences
o optional tours
o prepayment of baggage charges
o private car transfers in lieu of regular transportation options
o special offers or packages
o specialised styling for events
o wine or boutique beers to match meals ordered.
Rewarding loyalty
You should realise the value of your existing customers and reward their loyalty. Such rewards might be
provided in the form of gifts or special discounts for repeat purchases. Customers might also be given
the opportunity to build up loyalty points, which they can exchange for discounted or free services. As
an example, Southwest Airline allocates loyalty points in depending on the amounts that customers pay
for flights. These types of loyalty programmes will encourage customers to keep your business in mind
and keep on spending.

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Activity 3E

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4. Respond to customer complaints

4.1. Proactively recognise customer dissatisfaction and take swift action to avoid escalation to a
complaint
4.2. Respond to customer complaints in a professional manner
4.3. Identify solutions in consultation with customer
4.4. Resolve complaints according to own level of responsibility and organisational policy
4.5. Escalate complex service issues to higher level staff for action

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4.1 – Proactively recognise customer dissatisfaction and take swift action to

avoid escalation to a complaint
Signs of dissatisfaction
You should be aware that there are various signs of customer dissatisfaction. Customers will not
be satisfied if your services don’t match their expectations. However, it may be possible to avoid
customer complaints by promptly resolving such issues. Dissatisfied customers won’t necessarily
provide staff members with reasons for their disappointment. However, they are unlikely to
return to your business or make repeat purchases. They may also let others know about their
bad experiences. It is estimated that each dissatisfied customer tells between nine and fifteen
other people. Your business might be affected particularly badly if dissatisfied customers
choose to spread the word via social media and other digital platforms.
The most engaged customers are likely to develop positive relationships with your customer service
representatives and make contact whenever they experience problems. However, dissatisfied
customers are unlikely to remember names or rely on the assistance of your organisation. They may fall
out of contact and consider choosing other service providers. You should be aware that customers will
be able to carry out research and find out which companies are being recommended by other people.
They might even mention rival businesses during discussions with your customer representatives.
It is quite likely that you will send out promotional emails and other communications regarding special
offers and discounts. However, dissatisfied customers probably won’t pay much interest. You might
notice a decrease in website click through rates and phone calls regarding such promotions. Dissatisfied
customers might also make repeated reference to your contract terms due to concerns about your
ability to deliver on service promises.
Customer feedback
If you’re concerned about the levels of customer satisfaction then it would be advisable to obtain
feedback about your services. There are a number of feedback methods that might be used. You may
encourage customers to leave comments on your website or via email. You should be able to find out
whether they are entirely satisfied or see the need for improvement. It will be necessary to question
customers on a regular basis and gauge the levels of satisfaction over time. Feedback from sample
groups may be considered if you have a large customer base. You can change the sample group
periodically so that all of your internal customers are able to give feedback.
It will be slightly more difficult to obtain feedback from external customers as they may not be in
regular contact or have established relationships with your business. However, there are some proven
means of gathering such feedback. You are encouraged to use questionnaires and organise interviews
for the collection of feedback. You might also use the services of a market research company to gather
feedback on your behalf.
You are advised to include standardised questions in any questionnaires that are given to your
customers. This will mean that you are able to directly compare the answers and identify any
differences should you choose to send the questionnaires out again. Interviews will allow the
opportunity to question selected customers and provide explanations when required.

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Probing questions may be used to obtain in-depth feedback about a particular aspect of your service.
You might ask questions to give ratings regarding their satisfaction with different service elements.
The internet is another good source of customer feedback. You should pay attention to comments that
are made about your services on social media platforms such as Twitter and Facebook. It would also be
worth visiting the third party reviews and well-known forums. You might use the search engines to find
out whether people are discussing your services in online communities or blogs.
Formal feedback methods include:

➢ Surveys
➢ Interviews
➢ Structured questioning
You may also refer to these forms of informal feedback:

➢ Observations
➢ Customer comments and complaints
➢ Casual discussions
➢ Suggestions regarding the possible improvement of services
➢ The attitudes and behaviours demonstrated by customers when using your services
Taking action
You are advised to take a positive approach when dealing with dissatisfied customers. You
should provide them with your name and professional title. This should reassure such
customers that you are willing to take some responsibility and accept accountability. You
should listen carefully as customers explain their reasons for dissatisfaction. Attempt to view
the issue from the customer’s perspective and don’t respond negatively if they make
seemingly unfair comments about your services. Ask for clarification when necessary and
present any solutions for the customer’s consideration.
You should use the active listening techniques outlined in criteria 1.1 when customers are detailing the
reasons for dissatisfaction. Don’t start thinking about the possible methods of resolution until they have
finished explaining their problems. Ignore any disruptions and use positive body language to ensure that
the customers feel as comfortable and relaxed as possible. Aim to demonstrate empathy and show
understanding of their concerns. Then present solutions in easily understandable terms. Make it clear
that you are prepared to deal all that you can to deal with the issue.
There are numerous actions that may be taken depending upon the reasons for customer
dissatisfaction. Whichever solution you choose, it should be carried out promptly. You should give a
clear description of the proposed action to your customer. You should provide the customer with your
contact details and encourage them to contact if you if they aren’t entirely satisfied with the resolution
process.

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A follow-up phone call should be made to ensure that the customer is entirely satisfied. You should
remain in control of the situation and deal with problems in a calm and confident manner. If you follow
this process then it should be possible to avoid escalation to a complaint.
Ways of dealing with customer dissatisfaction include:

➢ Reaching compromises
➢ Issuing refunds
➢ Providing free or discounted services
➢ Making phone calls and giving the unhappy customer the opportunity to speak to
senior management
➢ Asking the customer how they’d like the situation to be resolved and responding
appropriately
➢ Developing a corrective plan and sharing it with the customer

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Activity 4A

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4.2 – Respond to customer complaints in a professional manner
4.3 – Identify solutions in consultation with customer
Responding to complaints
It is quite likely that you will feel a sense of anger and dejection when receiving a customer complaint.
However, it would be better to remain positive and see the resolution of such complaints as a means of
improving your business. If you are able to successfully handle the complaint then your customer is
likely to be happy and feel that they are valued by your business. You will also be able to ensure that
customer complaints aren’t repeated and that your business reputation isn’t severely impacted.
You might have to deal with complaints involving:

➢ Customers with unmet expectations of products and services
➢ Difficult or demanding customers
➢ Incorrect pricing or quotes
➢ Other team members or suppliers not providing special requests
➢ Misunderstandings or communication barriers
➢ Problems or faults with the product or service
➢ Problems with the service, such as delays or incorrect orders.
Any customer complaint should be perceived as a high priority matter. This should be the case whether
a customer is complaining about the warmth of their hotel room or the quality of restaurant food.
However, you should be sure that you have the authority and scope of knowledge to deal with
complaints. It will also be necessary to follow complaint handling policies and procedures. Details may
have to be logged via an internal computer programme for later reference. You should act in
accordance with any training and guidance that is provided by your supervisor.
These steps should be followed when responding to complaints:

➢ Thanking the customer – you should be grateful that the customer has given up their
time to make a complaint and give you the opportunity to make the necessary
improvement
➢ Apologising – you can minimise the levels of customer anger and frustration by saying
sorry immediately upon receiving a complaint
➢ Considering the issue from the customer’s perspective – you should attempt to imagine
how the issue has affected the customer and why they have deemed it necessary to
complain. The customer is likely to be appreciative if you demonstrate empathy and
understanding

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➢ Listening to the customer – the customer should be assured that you are giving them
your full attention and carefully considering all of the points that are made. You should
also ask the customer what action they’d like you to take
➢ Making sense of the complaint – It might be necessary to ask for clarification

and decode information that has been provided by the customer. Use your
professional knowledge to identify the exact reason for the complaint
➢ Informing relevant staff members – You should inform any staff

members who have some responsibility for resolving the complaint.
They should be prepared to take any necessary steps to ensure that
complaints aren’t repeated
➢ Resolving the issue – you should clarify any points that the customer
makes and ensure that the issue is dealt with directly
➢ Following through on your promises – it is essential that you act upon any resolutions
that are promised to the customer. You are also advised to contact them and say how
you have managed to resolve the issue with their help
Consulting the customer

You may not agree with the complaints that you receive. You might think that customers are
complaining without due reason or being overly critical. However, you should aim to please and satisfy
even the most difficult of customers. If you pay due attention and do all that you can to resolve service
issues then you can expect to achieve positive outcomes.
In some instances, the options for resolving a problem will be quite obvious. However, you may be
unsure of how to handle some complaints. You should ask the customer how they’d like you to act in
such instances. They will probably be appreciative and grateful that you have provided them with the
opportunity to make suggestions. The customer’s demands may not be as great as you assume. If they
accept your apology and are sure that they are valued by your organisation then they may state very
modest requirements.
Identifying and evaluating the solutions

The first step that should be taken in the resolution of the customer’s problem is to identify the exact
nature of the issue that they have encountered. You should ask probing questions to gain a good
understanding of the customer’s perspective. Attempt to come up with a definition of the problem that
is understood both by you and the customer. You will then have to analyse the problem. Identify the
time at which the issue occurred and any special circumstances that may have had an impact. Think
about the involvement of staff members and processes that aren’t proving effective. Then decide upon
the criteria that may be used for evaluation of the proposed solutions.
You could brainstorm a variety of possible solutions in collaboration with your team members. These
could be evaluated based on the criteria that you have identified. Consider the practicality, advantages
and disadvantages of each potential resolution. Assign rankings and then inform your customer of the
solutions that you will think will be most effective. Encourage the customer to provide feedback before
implementing your chosen solution.

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Activity 4B

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4.4 – Resolve complaints according to own level of responsibility and

organisational policy
4.5 – Escalate complex service issues to higher level staff for action
Resolving complaints
It is important that you recognise your level of responsibility when it comes to dealing with complaints.
There are likely to be some issues which you don’t have the authority of knowledge to resolve. It might
be necessary to refer such complaints to a supervisor or senior manager. If you aren’t sure whether to
refer a complaint then it would be advisable to check your job description. You may also refer to the
company guidelines and policies.
You might need to deal with complaints relating to:

➢ Services that have been agreed but haven’t been provided in accordance
with the customer’s demands
➢ Services that don’t match the customer’s expectations
➢ Responses to service requests which haven’t been answered or actioned
➢ Service meetings that have been arranged but not attended by the
appropriate personnel
You will have to consider the nature of such complaints and the ways in which the customer hopes to
benefit. It should then be possible to decide whether you have the necessary authority to deal with the
complaint or if the customer has to be referred to another staff member. You should consider which
staff member has the necessary expertise to deal with the customer’s issue. It would be advisable to
prepare by meeting with the other members of your team and learning about their specialisations. The
supervisor may also be able to provide some guidance during the referral process.
You should be able to recognise the difference between customer complaints and service requests. A
customer might ask whether it would be possible to arrange room service to arrive at a particular time
or to change the ingredients of a restaurant meal. These are examples of service requests. Further
clarification is provided by the Australian Complaint Handling Standard ISO AS 10002-2006. This states
that a complaint is an “expression of dissatisfaction made to an organisation, related to its products, or
the complaints handling process itself, where a response or resolution is explicitly or implicitly
expected.” You are advised to inform your customers of matters which aren’t considered complaints.
If you are the subject of the customer’s complaint then another member of staff should deal with the
issue. You might also be required to make a referral if there is a deemed to be a conflict of interest in
dealing with the matter. A conflict of interest may arise because you have a personal association with
the customer who is complaining. There may also be a reluctance to suggest a particular solution
because of self-interest within the organisation.
You may be expected to assume responsibility for handling complaints via email, telephone, or in
person. However, restrictions will apply if the complaints are deemed to be complex. The customer
might also make a specific request for the complaint to be dealt with by a supervisor or senior manager.

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You might have to comply with such requests if there is a potential for causing aggravation and losing
out on business. It will be necessary to act in accordance with your organisation’s complaint handling
procedure.
If you do have the necessary authority and responsibility for dealing with complaints then it will be
necessary to take prompt action. You should keep the customer informed throughout the resolution
process. It might be possible to make an immediate change in order to satisfy the customer’s
requirements. Basic complaints will ideally be resolved within 24 hours. However, it may take up to five
working days for some matters to be successfully resolved. You should address particularly serious
matters at the earliest opportunity. It might be necessary to make contact and obtain information from
staff members in separate areas of the organisation. The customer should be informed of this process
and you should contact them again within five working days. You may recommend the escalation of the
complaint to a senior member of staff.
Escalating complex service issues

You should receive guidance on the escalation of complex service issues from a senior manager or
supervisor. Such issues will be deemed to represent a significant risk to your organisation if they aren’t
dealt with appropriately. You will need to refer such issues to designated higher level staff members.
These higher level staff members may be referred to:

➢ A manager
➢ A co-worker with more experience
➢ A co-worker with specific skills with the issue.
Reasons for the escalation of service issues include:

➢ Initial failure to deal with the complaint
➢ Customer refusal to deal with frontline staff
➢ Inability to understand or process the complaint
➢ Matters being deemed as high risk or high profile
Escalation may also be necessary in the following instances:

➢ Events involving death or serious illness
➢ Events involving vulnerable people
➢ Delayed or failed provision of services
➢ Matters representing significant risk to the organisation
If the customer is waiting on the premises for you to escalate the issue then you should be seen to be
taking appropriate action explain what is happening. You might be required to phone another member
of staff, send an email or submit an online complaints form.

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It will be necessary to create a plan for the investigation of complex service issues. This should include
details of the matter that is to be investigated and the process that has been agreed. You will have to
estimate the amount of time that the investigation will take. Details of the customer’s expectations and
possible methods of resolution should also be included. The investigation will have to be impartial,
confidential, and transparent.

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Activity 4C

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5. Provide internal feedback on customer service practices

5.1. Provide ongoing internal feedback on service practices, policies and procedures, and suggest
improvements
5.2. Identify individual and recurring complaints and provide internal feedback to avoid future
occurrence

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5.1 – Provide ongoing internal feedback on service practices, policies and

procedures, and suggest improvements
Providing feedback
It will be necessary to provide feedback as a means of facilitating the improvement of service practices,
policies, and procedures. You should remain positive and make it clear that you are providing such
feedback in the best interests of your organisation. You should spend time thinking about your
suggestions and ensure that they are fair and reasonable. It is generally best to avoid negative and
critical statements. Any criticism that you do give will ideally be constructive.
Your organisation should provide guidance on:

➢ Feedback methods/decisions
➢ How to provide feedback
➢ Who gets feedback
➢ Confidentiality
➢ Privacy
➢ Freedom of information requirements
You should ensure that your feedback is timely and specific to the issues that your organisation has to
deal with. You might provide such feedback after receiving customer complaints or noticing errors that
are being made by the service staff. Feedback should also be given on a routine basis. This will mean
that your comments and suggestions don’t come out of the blue. It will also provide the opportunity to
act upon any identified issues before they become too serious.
Great care should be taken when providing feedback directly to and about your fellow team members.
You should ensure that any criticisms are made in private. It is also important to use I statements such
as “I noticed that the service delivery took longer than expected this morning”. This will mean that the
other staff member doesn’t feel that you are directly apportioning blame or labelling them.
Any opportunities for providing positive feedback should be taken. Your positive comments should have
the effect of raising staff morale and ensuring the continuation of good service. Research carried out by
Frederickson and Losanda revealed that work groups were relatively productive when the ratio of
positive to negative feedback was 3 to 1 or greater.
The types of feedback include:

➢ Client feedback
➢ 360° feedback
➢ Performance feedback

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Examples of positive feedback include:

➢ Praising workers for the completion of challenging tasks
➢ Commenting on the positive ideas and contributions that are provided by staff
members
➢ Recognising and remarking on the strengths of other workers
There are some important rules to follow when giving feedback about employee performance. You
should begin by stating the service topic that you want to address. You might want to praise a worker
for taking the initiative and arranging a service tailored to the customer’s needs. Alternatively, you
might see a need for improvement in the use of the telephone or other communication medium. You
should spend some time preparing your feedback to ensure that it is easily understood and doesn’t
cause unnecessary offence. Your feedback should also be highly focused and specific. If you are giving
critical feedback then you should provide details of how the organisation and customer have been
affected. However, you shouldn’t make accusations or adopt a negative tone. There should be an
opportunity for the staff member to respond. You should listen carefully and consider whether your
feedback is entirely fair. Suggestions regarding potential improvement should be made when necessary.
The feedback session should end with a summary of expression of your belief in the staff member’s
ability to make the necessary change or continue working effectively.
Providing information
You may be required to provide employees with feedback about various aspects of performance. They
should be aware of the levels of customer satisfaction that you are attempting to achieve and the
actions they can take. You could provide employees with suggestions regarding changes of practice and
customer service techniques that can be used.
It will be necessary to follow the seven c’s of communication:

➢ Clear – You will need to consider the purpose of your
communication. This might be to inform your employees
of necessary business processes and changes needed for
increased efficiency. You should ensure that employees
understand the meaning of any communications
➢ Concise – Your communications should be succinct and to

the point. You should review any messages and remove
any sections that aren’t necessary for worker
understanding
➢ Concrete – It is important to keep to the key points and

ensure that any communications are focussed on the reader’s interests and level of
understanding
➢ Correct – You should ensure that all of the information included in your
communications is factually correct. It will also be necessary to carry out spelling and
grammar checks

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➢ Coherent – Your communications should be written logically and be relevant to the

aspects of service that you are focussed on
➢ Complete – You should ensure that all of the necessary details are included and that
there is clarification regarding the actions that should be taken by employees
➢ Courteous – It will be necessary to write in a friendly manner and address any concerns
that your employees might have.
You should take care when providing information about customer service techniques and strategies for
improved performance. You should give easily understandable descriptions any technical terms for the
employee’s benefit. Simple language and data should be provided to ensure staff understanding.
You may use these methods of communicating with employees and collecting feedback:
➢ Emails
➢ Newsletters
➢ Posters
➢ Faxes
➢ Letters
➢ Surveys
➢ Interviews
➢ Meetings and general workplace discussions
➢ Observations
➢ Business intranet pages.
Improving policies and procedures

You are advised to carry out regular reviews of your organisational policies and procedures in order to
ensure that they remain relevant and effective. Policy reviews may be carried out an annual basis.
However, you are encouraged to review your procedures more often. A set process should be followed
and you should document any changes deemed necessary. Consider the effect of the policies and
procedures on the work that you and your colleagues carry out. Identify any changes that you think
necessary and consult your co-workers for their opinions.
Ideally, your organisation will have a culture of continuous improvement. You and your colleagues
should be on the lookout for possible improvements and be fully prepared to provide feedback and
suggestions regarding service experiences. You might organise meetings, surveys and consultations for
the purpose of collecting feedback. It will be necessary to consider the practicality of changes and
updates to your policies and procedures. Look for opportunities to improve your organisation and
enhance service delivery involving minimal risk and maximum potential benefit.
Service delivery may be enhanced in the following ways:

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➢ Offering personalised services
➢ Saying thank you
➢ Offering price reductions and free services
➢ Rewarding customer loyalty
These extras and add-ons may also be considered:

➢ Products not requested by the customer but identified as a good fit, including:
o cocktails and liqueurs to enhance the dining experience
o coordination services at events and conferences
o entrance to major attractions at the destination
o extra food items such as entrées, desserts and
cheese plates
o local guiding services
o optional meals and dining experiences
o optional tours
o prepayment of baggage charges
o private car transfers in lieu of regular
transportation options
o special offers or packages
o specialised styling for events
o wine or boutique beers to match meals ordered.

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Activity 5A

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5.2 – Identify individual and recurring complaints and provide internal feedback
to avoid future occurrence
You may strive for service excellence and attempt to address the requirements of every single
customer. However, it is quite likely that you will have to deal with a variety of customer
complaints over time. The most common types of complaints involve employees who lack
the required knowledge to deal with customer enquiries, rudeness, general lack of
care, inaccessibility, and failure to resolve customer issues. Some complaints will be
highly specific and individual. Others may be made on a regular basis. It is important that
you are able to identify the different types of complaints and provide internal feedback
to avoid future occurrence.
Individual complaints
Some complaints will be made by customers who are using your services for the first time. Such
complaints may be made about everything from the cleanliness of en-suite bathrooms to the lack of
consideration shown by hotel porters. You should respond to such complaints immediately to ensure
that the levels of customer dissatisfaction don’t build. Failure to deal with such issues will cause the
customers to give up on your services and seek alternatives.
You might also receive individual complaints from your returning customers. These complaints should
also be dealt with promptly to ensure that such customers remain loyal. You should assure the
complaining customers that their problems are being resolved. You are advised to note down the details
of the customer’s complaint. You may need to share these details with your co-workers to ensure that
they are aware of any mistakes that have been made. There should also be an opportunity to review the
complaint with a supervisor or senior manager for the identification of any improvements that have to
be made.
Recurring complaints
It is also important to be aware of recurring complaints regarding particular aspects of your service.
Such complaints may be made by one individual or a number of dissatisfied customers. You should
establish the root cause of such problems and implement measures to ensure that they don’t happen
again in the future. You should record the nature of such complaints and any actions that have been
deemed necessary. This information might have to be shared with staff members in other departments
to ensure that mistakes aren’t repeated.
You are advised to use a spreadsheet for the recording of complaints data. This should include details
such as the time and nature of the complaint. You should also include details of any follow-up actions
that were taken. You should follow the organisational file naming procedures and ensure the security of
your spreadsheet. Information regarding complaints may be shared via email, telephone, or in person.

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Activity 5B

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Summative Assessments
At the end of your Learner Workbook, you will find the Summative Assessments.
This includes:
➢ Skills assessment
➢ Knowledge assessment
➢ Performance assessment.
This holistically assesses your understanding and application of the skills, knowledge and performance
requirements for this unit. Once this is completed, you will have finished this unit and be ready to move
onto the next one – well done!

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References
These suggested references are for further reading and do not necessarily represent the contents of
this unit.
Professional and business communication:
http://smallbusiness.chron.com/professional-business-communication-2810.html.
How effective is your business communication?
http://www.forbes.com/sites/martinzwilling/2015/01/20/how-effective-is-your-business-
communication-skill/#47dc613ab941
10 ways to be a more positive communicator:
http://www.cornerstone-ct.com/ten-ways-to-be-more-positive/
The importance of your attitude towards your customers!
https://www.hotelleriejobs.com/en/news/3251-the-importance-of-your-attitude-toward-your-
customers
Customer service:
http://www.businessballs.com/customer_service.htm
How to improve internal customer satisfaction:
http://smallbusiness.chron.com/improve-internal-customer-satisfaction-25240.html
Non-verbal communication:
http://www.skillsyouneed.com/ips/nonverbal-communication.html
Nonverbal communication:
http://www.helpguide.org/articles/relationships/nonverbal-communication.htm
Body language:
https://www.mindtools.com/pages/article/Body_Language.htm
Non-verbal communication:
https://www.business.qld.gov.au/business/running/managing-business-relationships/communicating-
effectively-for-business/non-verbal-communication
Active listening:
http://www.skillsyouneed.com/ips/active-listening.html

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Active listening:
https://www.mindtools.com/CommSkll/ActiveListening.htm
10 steps to effective listening:
http://www.forbes.com/sites/womensmedia/2012/11/09/10-steps-to-effective-
listening/#2e13b6a226fb
Questioning skills and techniques:
http://www.skillsyouneed.com/ips/questioning.html
Questioning techniques:
https://www.mindtools.com/pages/article/newTMC_88.htm
Types of communication medium:
http://www.communicationtoolbox.com/types_of_communication_medium.html
Use appropriate means to communicate with customers:
http://universaldesign.ie/Technology-ICT/Digital-TV-equipment-and-services/guidelines-for-digital-tv-
equipment-and-services/Customer-Service/Use-appropriate-means-to-communicate-with-customers/
What are internal & external customers?
http://smallbusiness.chron.com/internal-customer-external-customer-11698.html
External and internal customers:
http://www.channel4learning.com/sites/gcsease/leisure_tourism/3_4.html
Personal presentation:
http://www.skillsyouneed.com/ps/personal-presentation.html
Personal appearance:
http://www.skillsyouneed.com/ps/personal-appearance.html
Personal presentation:
http://www.careercentre.dtwd.wa.gov.au/FindingAJob/BePreparedAndGetOrganised/Pages/PersonalPr
esentation.aspx
20 personal appearance tips for the modern workplace:
http://www.businessinsider.com/rules-of-appearance-in-the-modern-workplace-2013-11?IR=T
Professional appearance and grooming for the workplace:
http://futureofworking.com/professional-appearance-and-grooming-for-the-workplace/

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Customer service and complaints policy:
https://www.dlsweb.rmit.edu.au/toolbox/health/toolbox_704/shared/resources/manual/complaints.ht
m
Customer service policies and procedures:
http://www.ehow.co.uk/about_5182886_customer-service-policies-procedures.html
Sample customer service procedures:
http://program.atap.net.au/media/S5c_Sample_WA.pdf
Professional & ethical behaviour in the workplace:
http://smallbusiness.chron.com/professional-ethical-behavior-workplace-10026.html
Standards for services:
http://www.bsigroup.com/en-GB/standards/benefits-of-using-standards/standards-for-services/
Implement systems and standards for service quality:
https://www.business.qld.gov.au/industry/tourism/service-quality-toolkit/step-5-implement-systems-
and-standards-for-service-quality
6 minimum standards of customer service:
http://www.customerserviceexperts.com/blog/bid/325783/6-Minimum-Standards-of-Customer-
Experience
Building rapport with your customers:
http://www.marketingdonut.co.uk/marketing/customer-care/understanding-your-customers/building-
rapport-with-your-customers
Building rapport:
http://www.skillsyouneed.com/ips/rapport.html
How to build rapport in customer service:
http://smallbusiness.chron.com/build-rapport-customer-service-2034.html
Identifying customer needs:
https://www.business.qld.gov.au/business/starting/market-customer-research/researching-
customers/identifying-customer-needs
Identifying customer needs:
https://www.dlsweb.rmit.edu.au/toolbox/leadership/toolbox/cs/cs_c02.html

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Strategies for identifying customer needs:
http://smallbusiness.chron.com/strategies-identifying-customer-needs-54317.html
The complete guide to customer expectations:
http://blog.clientheartbeat.com/customer-expectations/
Understanding your customers:
http://www.marketingdonut.co.uk/marketing/customer-care/understanding-your-customers
Customers with special needs:
https://www.dlsweb.rmit.edu.au/toolbox/retailop/html/pages/cs3/04_ic/__fset.htm?ic01.htm
Great customer service is reliable, consistent and timely:
http://www.customerexpressions.com/blog/customer-service/great-customer-service-is-reliable-and-
consistent/
Meeting customers’ expectations:
https://www.business.qld.gov.au/business/running/customer-service/improving-customer-
service/meeting-customers-expectations
Organisational standards:
https://www.dlsweb.rmit.edu.au/toolbox/leadership/toolbox/ip/ip_c21.html
Customers and customer service:
http://www.osbornebooks.co.uk/files/as_app__bus_dbl_chapter_24.pdf
Excellent customer service = meeting needs and exceeding expectations:
http://www.bakercommunications.com/newsletter/articles/customeservice060106.htm
Five keys to effective operational problem-solving:
http://www.industryweek.com/lean-six-sigma/five-keys-effective-operational-problem-solving
How to identify operational problems that you don’t even know exist:
http://www.dhpconsulting.co.uk/operational-problems-dont-even-know-exist/
7 ways project managers can anticipate, avoid and mitigate problems:
http://www.cio.com/article/2876701/project-manager/7-ways-project-managers-can-anticipate-avoid-
and-mitigate-problems.html
Problem-solving:
http://www.skillsyouneed.com/ips/problem-solving.html

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The top 4 essentials for exceptional customer experience:
http://www.nice.com/engage/blog/The-Top-4-Essentials-for-Exceptional-Customer-Experience-1891
How to deliver exceptional client service:
https://www.smashingmagazine.com/2012/01/how-to-deliver-exceptional-client-service/
Price guarantees: do they work and should you have one?
http://www.oliverwyman.com/content/dam/oliver-
wyman/global/en/2014/jul/2013_OW_Prices_guarantees_ENG_4.pdf
Why small businesses should be utilising customer-loyalty programs:
https://www.entrepreneur.com/article/233362
Loyalty reward programmes: Which are the best and why?
http://www.mycustomer.com/experience/loyalty/loyalty-reward-programmes-which-are-the-best-and-
why
What is the difference between a dissatisfied customer & an angry customer?
http://smallbusiness.chron.com/difference-between-dissatisfied-customer-angry-customer-36127.html
7 signs that your customer regrets choosing you:
http://hiverhq.com/blog/customer-service-regrets/
How to talk to your angriest customers:
https://www.helpscout.net/blog/customer-complaints/
Dealing with unhappy customers:
https://www.mindtools.com/pages/article/unhappy-customers.htm
Collecting customer feedback:
http://www.teamenterprises.co.uk/wp-content/uploads/2014/10/Collecting-customer-feedback.pdf
How to collect informal customer feedback: listen to social media:
https://www.surveymonkey.co.uk/mp/collect-informal-customer-feedback-listen-social-media/
Golden rules of complaints handling:
http://www.marketingdonut.co.uk/marketing/customer-care/customer-complaints/golden-rules-of-
complaints-handling
Listen up: how to respond to customer complaints:
https://www.entrepreneur.com/article/231399

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Responding to customer complaints:
http://smallbusiness.intuit.com/news/Customer-satisfaction-&-retention/19152164/Responding-to-
Customer-Complaints.jsp
How to handle customer complaints:
http://www.skillsyouneed.com/rhubarb/dealing-with-complaints.html
7 Tips for Listening--and Responding--to Your Customers:
http://www.inc.com/chris-campbell/7-tips-to-use-customer-reviews-to-your-advantage.html
Professional training in complaints handling and investigations:
http://www.bondsolon.com/media/70958/professional-training-in-complaints-handling-and-
investigation.pdf
Problem-solving:
http://www.skillsyouneed.com/ips/problem-solving.html
Top 10 ways to deal with customer complaints:
http://www.businesszone.co.uk/do/customers/top-10-ways-to-deal-with-customer-complaints
7 steps for resolving customer complaints:
http://www.lifehack.org/articles/communication/7-steps-for-resolving-customer-complaints.html
Dealing with complaints against your business:
https://www.qld.gov.au/law/laws-regulated-industries-and-accountability/queensland-laws-and-
regulations/business-advice-rights-and-responsibilities/tips-for-starting-and-running-your-
business/dealing-with-complaints-against-your-business/
Guidance on a model complaints handling procedure:
http://www.valuingcomplaints.org.uk/wp-content/media/Guidance-on-a-Model-Complaints-Handling-
Procedure.pdf
Process customer complaints:
http://www.regionalskillstraining.com/sites/default/files/content/PCC%20Book%201.pdf
Giving feedback:
https://www.mindtools.com/pages/article/newTMM_98.htm
How to improve the quality of your organisation:
http://www.accountingweb.com/practice/practice-excellence/ideas-to-improve-the-quality-of-your-
organization

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Demonstrations of success: how to correctly offer suggestions in the workplace:
http://www.sixsigmaonline.org/six-sigma-training-certification-information/demonstrations-of-success-
how-to-correctly-offer-suggestions-in-the-workplace/
The balance of positive and negative feedback:
http://www.cygnet.org.uk/60%20Second%20Leader/60%20Second%20Leader%20Positive%20Negative
%20Balance.pdf
Continuous improvement:
https://www.volunteer.vic.gov.au/manage-your-volunteers/policies-and-procedures/continuous-
improvement
Types of complaining customers:
http://www.marketingdonut.co.uk/marketing/customer-care/customer-complaints/types-of-
complaining-customers
The four types of customer complaints you should pay attention to:
http://customerthink.com/the-four-types-of-customer-complaints-you-should-pay-attention-to/
Common customer service complaints:
http://smallbusiness.chron.com/common-customer-service-complaints-2039.html
Appearance: Dress and posture:
https://www.boundless.com/communications/textbooks/boundless-communications-
textbook/delivering-the-speech-12/effective-visual-delivery-65/appearance-dress-and-posture-259-
4168/
The importance of space in nonverbal communication:
http://study.com/academy/lesson/the-importance-of-space-in-nonverbal-communication.html
Nonverbal communication and space:
http://www.leehopkins.com/nonverbal-communication-space.html
All references accessed on and correct as of 08/03/2017, unless other otherwise stated.

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SITXCC006

Provide service to customers

Unit of Competency .......................................................................................................................... 5

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

Alternative communication ............................................................................................................... 26

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

1. Communicate with 1.1 Communicate with customers in a professional manner

2. Follow defined 2.1 Practice high standards of personal presentation and

5. Provide internal 5.1 Provide ongoing internal feedback on service practices,

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

Reading skills to:

Writing skills to:

Self-management skills to:

Technology skills to:

➢ Use electronic communication media

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

➢ Principles of quality customer service and positive communication

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

Assessment must ensure access to:

➢ Organisational policies, procedures and templates relating to:

Companion Volume Implementation Guide: - http://www.serviceskills.com.au/resources

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

Medium of communication must include ➢ Assistive technology

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

1. Communicate with internal and external customers

1.2. Observe and respond to non-verbal communication of customers

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

1.1 – Communicate with customers in a professional manner within designated

Choice of communication mediums

Ways to communicate with customers may be:

o hard copy letter

➢ Informal using abbreviations

➢ Varied according to the needs of the customer, including:

o use of appropriate voice tonality and volume

o use of basic gestures

o use of languages other than English including Australian Indigenous languages

o use of visual aids:

▪ product information sheets.

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

Internal and external customers

These customer characteristics should also be considered:

➢ Cultural and ethical background

➢ Preferred business contact times

➢ Preferred communication type

➢ Behaviour and mannerisms

Positive customer communication

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

➢ Asking the right questions

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

The importance of attitude

Courtesy may be demonstrated in the following ways:

➢ Saying “please” and “thank you” when necessary

➢ Taking turns when speaking, and not dominating the

➢ Respecting the customer’s time

➢ Giving the customer the appropriate amount of personal space

➢ Recognising and respecting any cultural or religious differences.

VCID. ACOT Training and Assessment/SITXCCS006/Learner Guide/V1.2/July 2019

Non-verbal communication may involve:

➢ Culturally specific communication customs and

➢ Dress and accessories