Level 2 and 3 Diploma in Business Support (4475-12/13)

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Unit 310 Developing and improving the customer service process Learning outcomes and assessment criteria Outcome 1 Be able to explain how customer feedback can improve the customer service process 1 The evaluation of any customer service process benefits organisations because: • good customer service is vital for the survival of an organisation • excellent customer service can make an organisation more successful than its competitors • they can check customer needs and expectations are being met • they can act upon the evaluation and make improvements 2 A range of techniques can be used to monitor customer service delivery eg: • Any feedback collected, recorded and analysed contributes towards continuous customer service improvement. Customer feedback can be collected using a range of methods eg informal - asking questions verbally during discussion either face-to-face or on the telephone; recording unsolicited customer comments; spontaneous customer feedback or formal -, formal interviews, one to one, or in a group; written questionnaires; focus groups; street surveys; telephone surveys; direct mailings; mystery shoppers; suggestion boxes. The effectiveness of each would depend on the situation it was used in. Cost and percentage of response for example would have to be considered. • Analysis of records can help to identify trends in customer service delivery. These can be records of sales, results from advertising etc. These trends might link to a need for process improvement or they might suggest individuals’ performance needs addressing • Record keeping system for customer complaints, feedback on products, purchase trends can also be used to monitor customer service delivery eg a drop in sales may indicate the customer service offered is not meeting expectations. However, this would need to be backed by eg a customer survey as the fall in sales may be due to the product being unpopular rather than poor customer service. 3 The methods available to obtain customer feedback are eg: • asking questions (verbally, face-to-face or on the ‘phone) • formal interviews, 1:1 or in a group • written questionnaires • street surveys • telephone surveys • direct mailings • service calls Formal feedback is where set questions are asked to find out specific detail while informal feedback tends to be spontaneous and while useful information can be obtained it is not gathering data on specifics. Formal methods of gathering feedback can be aimed at a specific group of customers and will be structured to ensure it gathers the feedback required. 192 Level 2 and 3 Diploma in Business Support (4475-12/13)
4 A SWOT analysis considers the strengths, weaknesses, opportunities and threats of an organisation. A SWOT analysis groups key pieces of information into two main categories: • Internal factors – The strengths and weaknesses internal to the organisation • External factors – The opportunities and threats presented by the external environment to the organisation. Through the use of a SWOT analysis the key internal and external factors that are important to achieving an objective can therefore be identified The final outcome of the SWOT analysis allows an organisation to assess whether or not it is successful, whether a project can work or an objective be met and where changes should be made. An organisation can use the SWOT to continually assess its success (or otherwise) and decide what is working and what isn’t, what is affecting them as an organisation and what the threats are and make improvements/ changes as required and then evaluate whether these have worked. 5 An organisation should be able to analyse the impact of any change through customer feedback obtained from different sources, eg observation, questionnaires, reduction in complaints etc. Any change should be monitored and reviewed. Any monitoring or review must consider the impact the change has had on customers, employees, the organisation and further improvements may be needed before a change can be deemed successful. Outcome 2 Be able to describe the process of promoting products and services 1 A unique selling point or proposition (USP) defines an organisation’s competitive advantage. An organisation must identify what makes it different from the competitors and emphasise these advantages in marketing thus influencing the customer’s choice of products and services. 2 A USO (Unique Service Offer) is used to differentiate a service offer from that of competitors or comparable organisations. USOs are directly related to why customers choose to do business with organisations. 3 Many methods of promotion are available to organisations eg advertising, word of mouth, print media such as local and national papers, telesales, TV, radio and other advertising campaigns. Organisations will also use techniques such as selling benefits NOT features to promote their product/ services to customers. 4 Cost-benefit analysis is a term that refers to the process involved in weighing the total expected costs against the total expected benefits of one or more actions in order to choose the best or most profitable option. This means that the cost of any promotion method will be weighed against the likely benefits before a decision is made on the best or most cost effective one. 5 It is important to evaluate promotions to assess the impact of a promotional campaign on an organisation’s ability to increase market share and/or customer satisfaction and to ensure there has been value for money. Outcome 3 Be able to explain the importance of effective teamwork and the monitoring of performance 1 When managing a team use of the correct method of communication is vital. There are a number of ways in which a team can be communicated with eg: • Team briefing – a team briefing allows management to inform staff on subjects that are important, give an explanation on a regular basis. • One to one communication which allows the two parties to ask questions and ensure understanding. Good face to face communication allows immediate feedback on what the Level 2 and 3 Diploma in Business Support (4475-12/13) 193
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Level 2 and 3 Diploma in Business S
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Contents 1 Introduction 5 2 Centre
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1 Introduction This document contai
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Unit accreditation number City & Gu
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2 Centre requirements This section
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3 Course design and delivery 3.1 In
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City & Guilds unit Unit title Asses
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Unit 101 Using the Internet Level:
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Unit 101 Using the Internet Learnin
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Outcome 4 Be able to use browser so
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Unit 102 Using email Learning outco
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Unit 103 Using collaborative techno
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Unit 104 Word processing software L
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Unit 104 Word processing software T
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Unit 105 Spreadsheet software Level
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Unit 105 Spreadsheet software Teach
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Unit 106 Database software Level: 1
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Unit 106 Database software Teaching
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Unit 107 Presentation software Lear
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Outcome 3 Be able to prepare slides
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Unit 108 Desktop publishing softwar
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• Manipulate images and graphic e
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Unit 109 Data management software L
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Unit 201 Principles of personal res
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Outcome 6 Understand the purpose of
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Support in terms of • advice •
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• meeting deadlines and targets
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Unit 202 Principles of providing ad
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Outcome 7 Understand diary manageme
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• franking • weighing • addre
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• documentation requirements •
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• attitude and behaviour • conf
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Unit 203 Principles of managing inf
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• to inform • to explain/educat
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Unit 204 Principles of supporting c
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Unit 204 Principles of supporting c
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Unit 205 Principles of supporting b
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• use of open body language such
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Unit 206 Principles of maintaining
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Unit 207 Principles of working in t
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Outcome 6 Understand how performanc
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4. Explain in terms of complying wi
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Unit 208 Delivery of effective cust
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Unit 208 Delivery of effective cust
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called formal feedback. All staff i
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• show sensitivity to the needs a
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5.6 Codes of Practice - sector code
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Unit 209 Supporting the customer se
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Unit 209 Supporting the customer se
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Written communication is eg letter,
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• understand the problem • iden
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Unit 210 Using email Level: 2 Credi
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Unit 210 Using email Teaching guida
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Unit 212 Word processing software L
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Unit 212 Word processing software T
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Unit 213 Spreadsheet software Level
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Unit 213 Spreadsheet software Teach
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Unit 214 Database software Level: 2
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Unit 214 Database software Teaching
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Unit 215 Presentation software Leve
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Unit 215 Presentation software Teac
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Unit 216 Data management software L
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Unit 216 Data management software T
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Unit 217 Introduction to notice pro
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Outcome 6 understand the concept &
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Unit 217 Introduction to notice pro
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Unit 301 Principles of personal res
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Page 149 and 150: Unit 302 Principles of working with
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Page 171 and 172: Unit 306 Principles of contributing
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Page 209 and 210: • interactive elements • edit p
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Page 215 and 216: Useful contacts UK learners General
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Level 2 and 3 Diploma in Business Support (4475-12/13)

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