Training, Teaching and Learning Materials (TTLM)
DREAMLAND COLLEGE
MARKETING AND SALES MANAGEMENT
LEVEL III
Learning guide #01
MODULE TITLE: Delivering and Monitoring Customers Service
MODULE CODE: LSA MSM3 M01 0322
Lo1. Identify customer needs
LO2. Deliver a service to customers
LO3. Monitor and report on service delivery
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Training, Teaching and Learning Materials (TTLM)
Occupational Standard: Marketing and Sales Management Level III
Unit Title Deliver and Monitor a Service to Customers
Unit Code LSA MSM3 01 1221
Unit Descriptor This unit describes the performance outcomes, skills and knowledge
required to identify customer needs and monitor service provided to
customers according to the company procedure trade policy.
Elements Performance Criteria
1. Identify customer
1.1 Appropriate interpersonal skills are used to accurately identified
needs and clarified customer needs and expectations.
1.2 Customer needs are assessed for urgency to determine priorities
for service delivery in accordance with organizational
requirements.
1.3 Effective communication is used to inform customers about
available choices for meeting their needs and selection of
preferred options are assisted.
1.4 Limitations are identified in addressing customers’ needs and
appropriate assistance from designated individuals is sought.
2. Deliver a service
2.1 Prompt service is provided to customers to meet identified needs
to customers in accordance with organizational requirements.
2.2 Appropriate rapport is established and maintained with customers
to ensure completion of quality service delivery.
2.3 Customer complaints are sensitively and courteously handled in
accordance with organizational requirements.
2.4 Assistance or respond are provided to customers with specific
needs in accordance with organizational requirements.
2.5 Available opportunities are identified and used to promote and
services and products are enhanced to customers.
3. Monitor and report
3.1 Customer satisfaction with service delivery is regularly reviewed
on service delivery
using verifiable evidence in accordance with organizational
requirements.
3.2 Opportunities are identified to enhance the quality of services and
products, and pursued within organizational requirements.
3.3 Procedural aspects of service delivery are monitored for
effectiveness and suitability to customer requirements.
3.4 Customer feedback is regularly sought and used to improve the
provision of products and services.
3.5 Evidence of customer satisfaction in decisions is incorporated to
modified products or services, ensuring they are within
organizational requirements.
3.6 Ensure reports are cleared, detailed and contained
recommendations focused on critical aspects of service delivery.
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Training, Teaching and Learning Materials (TTLM)
Variable Range
Appropriate May include but not limited to:
interpersonal skills Listening actively to what the customer is communicating
Providing an opportunity for the customer to confirm their request
Questioning to clarify and confirm customer needs
Seeking feedback from the customer to confirm understanding of
needs
Summarizing and paraphrasing to check understanding of customer
message
Using appropriate body language
Customers May include but not limited to:
Corporate customers
Individual members of the organization
Individual members of the public
Internal or external
Other agencies
Customer needs May include but not limited to:
and expectations Accuracy of information
Advice or general information
Complaints
Fairness/politeness
Further information
Making an appointment
Prices/value
Purchasing organization’s products and services
Returning organization’s products and services
Specific information
Organizational May include but not limited to:
requirements Access and equity principles and practice
Anti-discrimination and related policy
Defined resource parameters
Goals, objectives, plans, systems and processes
Legal and organizational policies, guidelines and requirements
Ohs policies, procedures and programs
Payment and delivery options
Pricing and discount improvement processes and standards
Quality assurance and/or procedures manuals
Replacement and refund policy and procedures
Who is responsible for products or services
Effective May include but not limited to:
communication Giving customers full attention
Maintaining eye contact, except where eye contact may be
culturally inappropriate
Speaking clearly and concisely
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Training, Teaching and Learning Materials (TTLM)
Using active listening techniques
Using appropriate language and tone of voice
Using clear written information/communication
Using non-verbal communication e.g. Body language, personal
presentation (for face-to-face interactions)
Using open and/or closed questions
Designated May include but not limited to:
individuals Colleagues
Customers
Line management
Supervisor
Customer May include but not limited to:
complaints Administrative errors such as incorrect invoices or prices
Customer satisfaction with service quality
Damaged goods or goods not delivered
Delivery errors
Product not deliver on time
Service errors
Warehouse or store room errors such as incorrect product delivered
Specific needs of May include but not limited to:
customers Age
Beliefs/values
Culture
Disability
Gender
Language
Religious/spiritual observance
Verifiable evidence May include but not limited to:
Customer satisfaction questionnaires
Audit documentation and reports
Quality assurance data
Returned goods
Lapsed customers
Service calls
Complaints
Opportunities to May include but not limited to:
promote and Extending time lines
enhance services Packaging procedures
and products
Procedures for delivery of good
Return policy
System for recording complaints
Updating customer service charter
Evidence Guide
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Training, Teaching and Learning Materials (TTLM)
Critical Aspects of Must demonstrate knowledge and skills of competency to:
Competence
Identifying needs and priorities of customers
Distinguishing between different levels of customer satisfaction
Treating customers with courtesy and respect
Responding to and reporting on, customer feedback
Knowledge of organizational policy and procedures for customer
service
Underpinning Must demonstrate knowledge of:
Knowledge and key provisions of relevant legislation from all levels of
Attitudes government that may affect aspects of business operation, such as:
ethical principles
codes of practice
privacy laws
financial legislation
occupational health and safety (OHS)
organizational policy and procedures for customer service
including handling customer complaints
service standards and best practice models
public relations and product promotion
techniques for dealing with customers, including customers with
specific needs
Underpinning Skills Must demonstrate skills to:
Literacy skills to read and understand a variety of texts; to prepare
general information and papers according to target audience; and to
edit and proofread texts to ensure clarity of meaning and accuracy
of grammar and punctuation
Technology skills to select and use technology appropriate to a task
Communication skills to monitor and advise on customer service
strategies
Problem-solving skills to deal with customer enquiries or
complaints
Comply with policies and procedures
Consistently evaluate and monitor own performance
Seek learning opportunities
Resources Access is required to real or appropriately simulated situations, including
Implication work areas, materials and equipment, and to information on workplace
practices and OHS practices.
Methods of Competence may be assessed through:
Assessment Interview / Written Test
Observation / Demonstration with Oral Questioning
Context of Competence may be assessed in the work place or in a simulated work
Assessment place setting.
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Training, Teaching and Learning Materials (TTLM)
LO 01 Identify customer needs
This learning guide is developed to provide you the necessary information regarding the following content
coverage and topics;
Identify costumer need
This guide will also assist you to attain the learning outcome stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to;
Acknowledge and greet customer in a professional, courteous and concise manner according to
organizational requirements
Maintain personal dress and presentation in line with organizational requirements
Communicate using appropriate interpersonal skills to facilitate accurate and relevant exchange of
information
Maintain sensitivity to customer specific needs and any cultural, family and individual differences
Establish rapport/relationship with customer and express a genuine interest in customer
needs/requirements
Learning Activities
1. Read the specific objectives of this learning guide.
2. Read the information written in the “Information Sheets 1” in pages 3-6.
3. Accomplish the “Self-check” in page 7.
4. If you earned a satisfactory evaluation proceed to “Lap Test” on pages 8. However, if your rating is
unsatisfactory, see your teacher for further instructions or go back to learning activity#1.
5. Do the “LAP test” (if you are ready) and show your output to your teacher. Your teacher will evaluate
your output either satisfactory or unsatisfactory. If unsatisfactory, your teacher shall advice you on
additional work. But if satisfactory you can proceed to learning guide 02.
*Your teacher will evaluate your output either satisfactory or unsatisfactory. If unsatisfactory, your teacher
shall advice you on additional work. But if satisfactory you can proceed to the next topic.
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Training, Teaching and Learning Materials (TTLM)
INFORMATION SHEET 01 Identify customer needs
TYPES OF CUSTOMERS
Internal - work colleagues who may require your services in some way in order for them to carry out
their job. This may include someone in the same office or department as you, or in another branch
which could be in another state or even country.
External - people from outside the business, who are either making enquiries or purchasing goods or
services. This may include members of the public or someone from another organization.
ORGANIZATIONAL REQUIREMENTS
Most organizations have a policy or code of practice, dealing with quality customer service; in order to
provide customers with prompt and efficient service for handling enquiries, making sales and monitoring
customer feedback. These would include an outline of expected standards of service, including courtesy,
discretion, confidentiality and follow-up procedures.
Customer service standards are often set in the organization's vision and/or mission statement. New
employees often undergo an induction training course which may include information on:
How to greet customers
How to answer the telephone
How to deal with difficult customers
Where to get relevant information
Who to seek assistance from
Personal presentation and dress standards
Interpersonal skills
It is more expensive to find new customers than it is to retain existing customers. Excellent customer service
means that a business will stand out from its competitors; and satisfied customers will promote the business
by word of mouth, which is the most effective form of promotion.
CUSTOMER SERVICE
Important tips when dealing with customers/clients:
First impressions are most important.
Business success depends on the quality of the service.
Ask questions to give the customer the opportunity to explain what they need; this makes them feel
that their needs are important and also encourages them to become a repeat customer instead of a one-
off customer.
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Training, Teaching and Learning Materials (TTLM)
In a customer/client-focused organization, employees listen to the customers for their input and feedback in
order to ascertain what they consider is important about the products supplied or the way service is delivered.
Improvements can then be made resulting in the organization gaining a competitive advantage over other
firms as customers will be happy to become long-term clients.
ESTABLISHING RAPPORT
When developing rapport, you are building a relationship. Personal attributes that will assist employees to be
responsive to customer needs include:
Sincerity - to be genuine and honest
Confidence - being self-assured or confident in one's own ability
Enthusiasm - to show interest, displaying good knowledge of the range of products/services available
Efficiency - capable of producing the required result with minimum waste or effort
Empathy - identifying oneself mentally with the customer in order to fully comprehend their needs
Interest in other people - showing concern for their needs
Once you have developed a good rapport, it is important to build on this by continuing the communication. A
follow-up phone call after the sale will help to establish the customer as a long-term client.
SELF CHECK 1 WRITTEN TEST
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Training, Teaching and Learning Materials (TTLM)
Name:____________________ Date:_________________
Instruction: Answer all the questions listed below, if you have some clarifications- feel free to ask your
teacher.
Note: Satisfactory rating – 18 points above / Unsatisfactory - below 18 points
You can ask you teacher for the copy of the correct answers
INTRODUCTION LO1: IDENTIFY CUSTOMER NEEDS
This learning guide is developed to provide you the necessary information regarding the following content
coverage and topics;
IDENTIFY CUSTOMER NEEDS
This guide will also assist you to attain the learning outcome stated in the cover page.
Specifically, upon completion of this Learning Guide, you will be able to;
Use appropriate questioning and active listening to determine customer needs
Assess customer needs for urgency to identify priorities for service delivery
Provide customer with information about available options for meeting customer needs and assist
customer to identify preferred option/s
Identify personal limitations in addressing customer needs and seek assistance from designated
persons where required
Learning Activities
1. Read the specific objectives of this learning guide.
2. Read the information written in the “Information Sheets 1” in pages 3-6.
3. Accomplish the “Self-check” in page 7.
4. If you earned a satisfactory evaluation proceed to “Lap Test” on pages 8. However, if your rating is
unsatisfactory, see your teacher for further instructions or go back to learning activity#1.
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Training, Teaching and Learning Materials (TTLM)
*Your teacher will evaluate your output either satisfactory or unsatisfactory. If unsatisfactory, your teacher
shall advice you on additional work. But if satisfactory you can proceed to the next topic.
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Training, Teaching and Learning Materials (TTLM)
INFORMATION SHEET 0 1 IDENTIFY CUSTOMER NEEDS
Understanding client needs
Active listening - Listening is an important skill in communicating with others, as you are able to understand
and interpret what the other person is saying. To fully understand the message being conveyed, it is
important that you ask questions to clarify the meaning. It is also important to clarify that the other person
understands your message. If the client has written or emailed the business for information, it may be
necessary to phone them to clarify their needs.
Non-verbal signs - Body and facial expressions are often used when communicating. It is important that
your body language is not conveying something different to what you are saying.
Making use of correct questioning techniques - Questioning is an important tool used to obtain feedback
and clarification of a message, to ensure that the receiver understands what the sender is saying. There are
three main questioning techniques.
Open questions encourage the sharing of information and usually require longer answers, e.g. for
what purpose are you purchasing this product?
Closed questions are usually asking for a yes or no answer, and do not encourage any further
discussion, e.g. Would you like to purchase this product?
Reflective questions are structured so that the person answers in a particular way, to make their needs
clear, e.g. Why does this product interest you?
SELF CHECK 1 WRITTEN TEST
Name:____________________ Date:_________________
Instruction: Answer all the questions listed below, if you have some clarifications- feel free to ask your
teacher.
List the 10 top Values an Employer looks for in Employees
1.
2.
3.
4.
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Training, Teaching and Learning Materials (TTLM)
5.
6.
7.
8.
9.
10.
Note: Satisfactory rating – 18 points above / Unsatisfactory - below 18 points
You can ask you teacher for the copy of the correct answers
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Training, Teaching and Learning Materials (TTLM)
INTRODUCTION LO2: DELIVER SERVICE TO CUSTOMERS
This learning guide is developed to provide you the necessary information regarding the following content
coverage and topics;
DELIVER SERVICE TO CUSTOMERS
This guide will also assist you to attain the learning outcome stated in the cover page.
Specifically, upon completion of this Learning Guide, you will be able to;
Provide prompt customer service to meet identified needs according to organizational requirements
Provide information regarding problems and delays, and follow-up within appropriate timeframes as
necessary
Communicate with customers in a clear, concise and courteous manner
Identify opportunities to enhance the quality of service and products, and take action to improve the
service whenever possible
Learning Activities
1. Read the specific objectives of this learning guide.
2. Read the information written in the “Information Sheets 1” on page 3.
3. Accomplish the “Self-check” in page 5.
4. If you earned a satisfactory evaluation proceed to “Lap Test” on pages 5. However, if your rating is
unsatisfactory, see your teacher for further instructions or go back to learning activity#1.
*Your teacher will evaluate your output either satisfactory or unsatisfactory. If unsatisfactory, your teacher
shall advice you on additional work. But if satisfactory you can proceed to the next topic.
INFORMATION SHEET 01 DELIVER SERVICE TO CUSTOMERS
Characteristics of quality service
A customer will become a repeat customer if they are satisfied with the quality of service they receive.
Quality service includes:
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Training, Teaching and Learning Materials (TTLM)
Employees who are polite, attentive to customer's needs and are able to build rapport.
Employees who have good knowledge of the organisation's products or know the correct person to
pass an enquiry on to; and actually follow through with enquiries.
Having goods and services that are reliable and reasonably priced.
Having complaints dealt with promptly and with understanding.
Being treated with respect and without prejudice.
Benefits of good customer service
Promoting goodwill - increasing the established reputation of the business and enhancing its value.
Customer/client loyalty/repeat business - being able to win the customer's trust and build a long-term
relationship; one that will survive even in bad economic times.
New business - being able to differentiate from other businesses and be able to attract new customers,
often due to word-of-mouth promotion from satisfied customers.
Productivity - the capacity to increase production with little or no increase in costs, improving
profitability.
Credibility - building a reputation of being an honest and trustworthy business.
Promoting workplace/organisation service ethic - a set of honourable rules of conduct which will
improve the loyalty of employees and give the organisation a competitive advantage.
It is important to remember that business success will be dependant on the quality of the service given by
employees; satisfied customers will become repeat customers and will promote your business to others,
ensuring long-term growth and profitability.
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Training, Teaching and Learning Materials (TTLM)
SELF CHECK 1 WRITTEN TEST
Name:____________________ Date:_________________
Instruction: Answer all the questions listed below, if you have some clarifications- feel free to ask your
teacher.
Note: Satisfactory rating – 18 points above / Unsatisfactory - below 18 points
You can ask you teacher for the copy of the correct answers
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Training, Teaching and Learning Materials (TTLM)
INTRODUCTION LO3 Monitor and report on service delivery
This learning guide is developed to provide you the necessary information regarding the following content
coverage and topics;
PROCESS CUSTOMER FEEDBACK
This guide will also assist you to attain the learning outcome stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to;
Promptly recognize customer feedback and handle sensitively according to organizational
requirements
Accurately record any feedback and communication between customers and the organization
according to organizational standards, policies and procedures
Identify any unmet customer needs and discuss suitability of other products/services
Support customers to make contact with other services according to organizational policies and
procedures
Learning Activities
1. Read the specific objectives of this learning guide.
2. Read the information written in the “Information Sheets 1” in page 3-6.
3. Accomplish the “Self-check” in page 7.
4. If you earned a satisfactory evaluation proceed to “Lap Test” on pages 8. However, if your rating is
unsatisfactory, see your teacher for further instructions or go back to learning activity #4.
*Your teacher will evaluate your output either satisfactory or unsatisfactory. If unsatisfactory, your teacher
shall advice you on additional work. But if satisfactory you can proceed to the next topic.
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Training, Teaching and Learning Materials (TTLM)
INFORMATION SHEET 01 Monitor and report on service delivery
CUSTOMER COMPLAINTS
Customers will take their business elsewhere because of poor service rather than poor quality products. Â It
is very important that a business listens to the feedback received from their customers.
The value of complaints/feedback to a business includes:
Improving business relationships - allows the business to form a relationship with the customer, built
on trust and confidence; resulting in the customer becoming a long-term client who will be happy to
promote the business to others.
Identifying and overcoming existing problems - feedback can identify problems that an organization
is not aware of; allowing the business to investigate/review policies and procedures and improve the
quality of the product and/or service provided.
Eliminating entrenched work practices - feedback may provide information about widespread
problems with customer service. This would enable the business to provide training to improve
communication and etiquette towards customers.
Improving productivity - improvements made due to the influence of customer feedback may increase
the demand for products/services which may lead to higher cost-efficiency in the production process
(productivity).
Enhancing output quality - feedback may be in the form of advice or suggestions that the business
may not have thought of previously, allowing the development of a better/greater range of products
that will increase the business's market share.
Future development of the workplace/organization and the employees - feedback can provide the
basis for the development of a better employee induction program and on-going training for all
employees.
HANDLING DIFFICULT CUSTOMERS
Customers can become difficult for a variety of reasons. Some might have an annoying personality; others
like to find faults, while some think they know it all. Customers like these can become impatient,
intimidating and demanding. Angry customers are the most difficult to handle as they are usually upset and
emotional, as they are not happy about the product or the service.
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Training, Teaching and Learning Materials (TTLM)
A Tips for handling difficult customers include:
Never argue with the customer - keep smiling, even though this may be difficult at times.
Listen to the customer - let them vent their displeasure; maintain eye contact and don't use body
language that portrays that you are not interested. Apologize for the inconvenience they have
suffered.
Stay calm - if you feel intimidated, ask questions like "What can we do to help?" Try to get as much
information as possible from the customer.
Do not lay blame on anybody.
Offer solutions to the problem - but don't promise something you cannot deliver. If you cannot solve
the problem, then offer to get someone who can.
Follow up on the complaint - a telephone call to make sure that everything has been solved is good
PR.
Never take it personally.
KEY TERMS AND CONCEPTS
TERM DEFINITION
Customer feedback Good or bad comments received from customers regarding the product or service.
Delivering products or services to customers including dealing with complaints and
Customer service
processing customer feedback.
A person, either internal or external to a business, who needs assistance with
Customers/clients
information or purchasing goods or services.
Skills that facilitate the accurate and relevant exchange of information between an
Interpersonal skills
employee and a customer.
Needs and Needs are necessities whereas preferences are those items that are favoured over
preferences others.
Communication The exchange and understanding of information between two or more people.
Personal The image an employee presents by the type of clothes worn, level of personal hygiene
presentation and grooming, attitude and etiquette displayed.
Prompt, friendly and professional service that meets customer expectations, so they
Quality service
will want to deal with you again and recommend the business to others.
Recording All details must be accurately recorded to enable effective follow-up, particularly
information when a customer is lodging a complaint.
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Training, Teaching and Learning Materials (TTLM)
SELF CHECK 1 WRITTEN TEST
Name:____________________ Date:_________________
Instruction: Answer all the questions listed below, if you have some clarifications- feel free to ask your
teacher.
Case study
Go to the Admas University website and read the University Code of Conduct.
Write a list of points that relate to customer service.
Write a list of what you expect for quality customer service.
Compare the two lists.
Note: Satisfactory rating – 10 points / Unsatisfactory - below 10 points
You can ask you teacher for the copy of the correct answers
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Training, Teaching and Learning Materials (TTLM)
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