Valuing customers UV21462 A/600/7798 VRQ. Learner name: Learner number:

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1 Valuing customers UV21462 A/600/7798 Learner name: VRQ Learner number:

2 VTCT is the specialist awarding body for the Hairdressing, Beauty Therapy, Complementary Therapy, Hospitality and Catering and Sport and Active Leisure sectors, with over 45 years of experience. VTCT is an awarding body regulated by national organisations including Ofqual, SQA, DfES and CCEA. VTCT is a registered charity investing in education and skills but also giving to good causes in the area of facial disfigurement. Statement of unit achievement By signing this statement of unit achievement you are confirming that all learning outcomes, assessment criteria and range statements have been achieved under specified conditions and that the evidence gathered is authentic. This statement of unit achievement table must be completed prior to claiming certification. Unit code Date achieved Learner signature Assessor initials IV signature (if sampled) Assessor tracking table All assessors using this Record of Assessment book must complete this table. This is required for verification purposes. Assessor name Assessor signature Assessors initials Assessor number (optional)

3 UV21462 Valuing customers The aim of this unit is to develop your knowledge and understanding of the importance of valuing customers. You will learn how to interact effectively with customers and develop productive relationships with them. UV21462_v6

4 Level 2 Credit value 2 GLH 16 Observation(s) 0 External paper(s) 0

5 Valuing customers Learning outcomes On completion of this unit you will: 1. Understand the importance of customers to organisations 2. Understand the importance of customer confidence and retention 3. Know how to interact effectively with customers 4. Understand how to develop productive relationships with customers Evidence requirements 1. Knowledge outcomes There must be evidence that you possess all the knowledge and understanding listed in the Knowledge section of this unit. In most cases this can be done by professional discussion and/or oral questioning. Other methods, such as projects, assignments and/or reflective accounts may also be used. 2. Tutor/Assessor guidance You will be guided by your tutor/assessor on how to achieve learning outcomes in this unit. All outcomes must be achieved. 3. External paper There is no external paper requirement for this unit. UV

6 Developing knowledge Achieving knowledge outcomes You will be guided by your tutor and assessor on the evidence that needs to be produced. Your knowledge and understanding will be assessed using the assessment methods listed below*: Projects Observed work Witness statements Audio-visual media Evidence of prior learning or attainment Written questions Oral questions Assignments Case studies Professional discussion When a criterion has been orally questioned and achieved, your assessor will record this evidence in written form or by other appropriate means. There is no need for you to produce additional evidence as this criterion has already been achieved. Some knowledge and understanding outcomes may require you to show that you know and understand how to do something. If you have practical evidence from your own work that meets knowledge criteria, then there is no requirement for you to be questioned again on the same topic. *This is not an exhaustive list. 4 UV21462

7 Knowledge Outcome 1 Understand the importance of customers to organisations You can: Portfolio reference a. Explain why customers are important to organisations b. Differentiate between internal and external customers UV

8 Outcome 2 Understand the importance of customer confidence and retention You can: Portfolio reference a. Describe how to create customer confidence b. Outline the benefits to an organisation of having a positive reputation c. List ways in which an organisation can build a good reputation d. Give examples of how an organisation s reputation can be damaged 6 UV21462

9 Outcome 3 Know how to interact effectively with customers You can: Portfolio reference a. List some positive and some negative aspects of personal presentation that can affect customers perceptions of an organisation b. Explain the importance of effective communication skills in dealing with customers UV

10 Outcome 4 Understand how to develop productive relationships with customers You can: Portfolio reference a. Describe the benefits to an organisation of having a customer service policy b. Describe ways of responding positively to customers needs, expectations and complaints c. Give examples of when behaviour may need to be adapted to meet the specific needs of customers d. Give examples of situations where support may be needed when dealing with customers 8 UV21462

11 Unit content This section provides guidance on the recommended knowledge and skills required to enable you to achieve each of the learning outcomes in this unit. Your tutor/assessor will ensure you have the opportunity to cover all of the unit content. Outcome 1: Understand the importance of customers to organisations Why customers are important to organisations: Bring in revenue/profits, allows for growth (more job opportunities), provide advertising (word of mouth, recommendation), success of the business. Differentiation between internal and external customers: Internal customers someone in your workplace to whom you provide a service. External customers people outside the workplace that purchase products and services. Outcome 2: Understand the importance of customer confidence and retention How to create customer confidence: Professional service, organised/efficient, demonstrate commitment to the client (focus on client), build professional relationship, understand customer requirements, good communication (listen to client, answer questions, two way conversation, open questions, return calls), show consistency (quality of services/ products). The benefits to an organisation of having a positive reputation: Increase business, customer loyalty, profits and takings, success of business, job satisfaction, promotes recommendation. Ways in which an organisation can build a good reputation: Word of mouth, good customer service, motivated employees, high standards of work, value for money, excellent salon atmosphere (teamwork, good communication, professionalism), ongoing training/continual professional development (CPD) for staff. Examples of how an organisation s reputation can be damaged: Bad customer service, word of mouth, nonmotivated employees, poor standards of work, angry clients, increase in complaints, poor quality products, poor organisation, lack of up-to-date skills, premises not maintained, poor health and safety, poor professional image. UV

12 Outcome 3: Know how to interact effectively with customers Positive and negative aspects of personal presentation that can affect customers perceptions of an organisation: Positive professionalism, good first impressions, good personal hygiene, follow dress code, clean uniform, well maintained hair and make-up, positive impression, good communication skills, reflect image (fashionable, imaginative, based on client base), pride in your work. Negative unprofessional, poor first impressions, poor personal hygiene, does not follow dress code, dirty uniform, poorly maintained hair and make-up, poor impression, poor communication, unsure of skills, do not promote image, do not take pride in your work. The importance of effective communication skills in dealing with customers: Maintain effective relationships, portray professional image, avoids time wasting, prevents stress/ tension, missed business opportunities, avoid confusion, high-quality outcome of services, verbal contract of understanding (service to be carried out, cost of service, time of service), high quality service outcome, good reputation (word of mouth). 10 UV21462

13 Outcome 4: Understand how to develop productive relationships with customers The benefits to an organisation of having a customer service policy: Clear policy promotes customer needs, criteria for customer service training, clear expectations for staff, ensures staff buy into policy, builds customer loyalty, good reputation, increased business, improved salary, good morale. Ways of responding positively to customers need s expectations and complaints: Needs listen, clarify, advise, plan. Expectations are client expectations realistic, achievable, suitable, be honest, subtle, suggest, advise, allow time for decision. Complaints take complaint seriously, acknowledge complaint, respectful, keep calm, maintain good body language, listen, do not interrupt, maintain eye contact, summarise, keep notes, avoid (clenching teeth, crossing of arms, lack of eye contact, poor body language), refer to senior staff, provide facts, implement solution. Examples of when behaviour may need to be adapted to meet the specific needs of customers: Hearing impaired written communication, images, sign reader faceto-face communication (lip reading). Visually impaired Braille, large images, verbal explanation. Disabled mental/physical/social development - plain simple language, address customer not carer, patience, visual aids, wheelchair user (sit at same level as the client). Confused be patient, explanation, plain language, use variety of communication methods (visual aid, written, verbal). Angry do not raise voice, stay calm, explore/resolve misunderstanding, seek assistance. Examples of situations where support may be needed when dealing with customers: Unable to provide service/ advice, outside of your own limitations, unsatisfied customers (angry, confused), hearing impaired customers (signers), disabled customers (move furniture), unfamiliar language (interrupter), young children (supervision). UV

14 Notes Use this area for making notes and drawing diagrams 12 UV21462