UNIT 3: CUSTOMER SERVICE
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LO1
Understand customer service policies within business and services contexts
Policies: policies (structure, use, focus, customer
requirements/expectations, product and service knowledge, consultation,
confidentiality, customer perceptions and satisfaction, monitor customer
service and satisfaction, influences affecting implementation, effective
communication) Quality of service: methods of assessment; customer
expectations; standardised procedures; codes of practice; staff levels
(staffing levels, staff competency, flexibility, reliability and
responsiveness) Evaluation: purpose; sources of feedback; accuracy; relevance;
reliability; validity; methods of data collection; improvements; staff training
and development Hospitality industry: industries within the hospitality
industry eg hotels, restaurants, pubs, bars and nightclubs, contract food
service providers, hospitality services, membership clubs, events
LO2
Understand the purpose of promoting a customer-focused culture
Communication: types
eg verbal, non-verbal body language, written; types of response; use; effect
Customer: central role; customer service culture; identifying and analysing
customer requirements and expectations; influences of service provision on
customer perceptions Benefits of improved service: customer satisfaction,
repeat business, improved reputation, increased profit
LO3
Be able to investigate customer requirements and expectations
Requirements: sources
of information eg customers, staff, management, customer records, past
information Primary research: primary research eg sampling, qualitative,
quantitative; interview eg individual, group, survey, observation; contact
methods eg mail, telephone, personal Secondary research: internal eg sales
records, yield data, financial information, client databases; external eg
government publications, trade journals, periodicals, professional
associations, national organisations, commercial data Satisfaction levels:
planning; strategy; assessment of options using researched information; role of
the business and services manager; staffing levels; motivating staff; improvements
UNIT
3: CUSTOMER SERVICE
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LO4
Be able to provide customer service within business and services contexts to
meet required standards
Types of customers: different age groups eg the elderly,
children; different cultural backgrounds; special needs eg physically disabled;
satisfied; dissatisfied; under influence eg drugs, alcohol, medication Customer
needs: customer needs eg products and services, urgent, non-urgent, special
requirements, quality of service, value for money, cultural, social; trends eg
fashion, ergonomic, equipment, training, products and services, consumer
protection legislation Customer service: consultation; advice; personal
selling; complaints procedure; reception skills; confidentiality
UNIT
3: CUSTOMER SERVICE
Learning outcomes and assessment criteria
Learning outcomes
On successful completion of this unit a learner will:
LO1 Understand customer service policies
within business and services contexts
1.1 discuss reasons for using customer service policies
1.2 discuss the purpose of evaluating a customer service
policy, indicating how this can assist future staff training and development
LO2 Understand the purpose of promoting a
customerfocused culture
2.1 evaluate different communication methods and how these
are used to best effect
2.2 analyse how customer perception is influenced by
customer service provision
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LO3
Be able to investigate customer requirements and expectations
3.1 assess sources of information on customer requirements and satisfaction levels
3.1 assess sources of information on customer requirements and satisfaction levels
3.2 carry out
research on customer requirements and satisfaction levels for a selected
business, suggesting potential improvements
LO4
Be able to provide customer service within business and services contexts to
meet required standards
4.1 deliver customer service in a business and service
environment
4.2 review own performance in the delivery of customer
service and make recommendations for improvement
UNIT 3: CUSTOMER SERVICE
UNIT 3: CUSTOMER SERVICE
This unit can be linked with the following units in this
qualification: • • • • • • • Unit 5: Food and Beverage Operations Management
Unit 6: Rooms Division Operations Management Unit 7: The Developing Manager
Unit 8: Marketing in Hospitality Unit 13: Conference and Banqueting Management
Unit 14: Hospitality Contract and Event Management Unit 21: Small Business
Enterprise.This unit links to the following Management NVQ units:
F5: Resolve customer service problems
F5: Resolve customer service problems
F6: Monitor and solve customer service problems
F7: Support customer service improvements
F8: Work with others to improve customer service
F9: Build your organisation’s understanding of its market
and customers
F10: Develop a customer focused organisation
F11: Manage the achievement of customer satisfaction.
Essential requirements
The use of appropriate case studies will enhance the
relevance of the unit and show how different organisations, both local and
national, have developed their customer care policies.Employer engagement and
vocational contexts
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