Qualification handbook for centres QCF ref: 500/7441/6. September 2011 Version 2.0

Transcription

1 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) September 2011 Version 2.0 Qualification handbook for centres QCF ref: 500/7441/6

2 About City & Guilds As the UK s leading vocational education organisation, City & Guilds is leading the talent revolution by inspiring people to unlock their potential and develop their skills. We offer over 500 qualifications across 28 industries through 8500 centres worldwide and award around two million certificates every year. City & Guilds is recognised and respected by employers across the world as a sign of quality and exceptional training. City & Guilds Group The City & Guilds Group operates from three major hubs: London (servicing Europe, the Caribbean and Americas), Johannesburg (servicing Africa), and Singapore (servicing Asia, Australia and New Zealand). The Group also includes the Institute of Leadership & Management (management and leadership qualifications), City & Guilds Land Based Services (land-based qualifications), the Centre for Skills Development (CSD works to improve the policy and practice of vocational education and training worldwide) and Learning Assistant (an online e-portfolio). Equal opportunities City & Guilds fully supports the principle of equal opportunities and we are committed to satisfying this principle in all our activities and published material. A copy of our equal opportunities policy statement is available on the City & Guilds website. Copyright The content of this document is, unless otherwise indicated, The City and Guilds of London Institute and may not be copied, reproduced or distributed without prior written consent. However, approved City & Guilds centres and candidates studying for City & Guilds qualifications may photocopy this document free of charge and/or include a PDF version of it on centre intranets on the following conditions: centre staff may copy the material only for the purpose of teaching candidates working towards a City & Guilds qualification, or for internal administration purposes candidates may copy the material only for their own use when working towards a City & Guilds qualification The Standard Copying Conditions (which can be found on the City & Guilds website) also apply. Please note: National Occupational Standards are not The City and Guilds of London Institute. Please check the conditions upon which they may be copied with the relevant Sector Skills Council. Publications City & Guilds publications are available on the City & Guilds website or from our Publications Sales department at the address below or by telephoning +44 (0) or faxing +44 (0) Every effort has been made to ensure that the information contained in this publication is true and correct at the time of going to press. However, City & Guilds products and services are subject to continuous development and improvement and the right is reserved to change products and services from time to time. City & Guilds cannot accept liability for loss or damage arising from the use of information in this publication. City & Guilds 1 Giltspur Street London EC1A 9DD T +44 (0) F +44 (0) centresupport@cityandguilds.com

3 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) September 2011 Version 2.0 Qualification handbook for centres QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 1

4 City & Guilds Believe you can 2 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

5 Contents 1 Introduction to the qualification 5 2 Centre requirements 7 3 Units 8 4 Assessment 9 5 Course design and delivery 12 Unit 101/151 The contact centre industry 13 Unit 102/152 Communication skills in a customer service environment 18 Unit 103/153 Principles of call handling skills 23 Unit 104/154 Call handling skills 29 Unit 105/155 Preparing to handle customer problems and complaints 36 Unit 106/156 Principles of sales 40 Unit 107/157 Personal aptitudes for contact centre employment 44 Appendix 1 Relationships to other qualifications 50 Appendix 2 Sources of general information 51 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 3

6 City & Guilds Believe you can 4 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

7 1 Introduction to the qualification This document contains the information that centres need to offer the following qualifications: Qualification title and level Level 1 Certificate for Introduction to the Contact Centre Industry (QCF) City & Guilds qualification number Accreditation number 500/7441/6 Qualification title and level Level 4 Certificate for Introduction to the Contact Centre Industry (SCQF) City & Guilds qualification number Consult the Walled Garden/Online Catalogue for last Registration/Certification dates. 1.1 Qualification structure This qualification is designed as a pre employment qualification which aims to increase the suitability of new entrants into the contact centre industry. This qualification develops knowledge and skills in: the principles of call handling in a contact centre environment communication, including managing inbound calls and preparing to handle basic customer service problems and complaints basic principles of the sales process the personal aptitudes required for working in a contact centre. To achieve the QCF Level 1 Certificate for Introduction to the Contact Centre Industry, learners must achieve all 14 credits from the 7 mandatory units To achieve the SCQF Level 4 Certificate for Introduction to the Contact Centre Industry, learners must achieve all 14 credits from the 7 mandatory units The table below illustrates the unit titles, the credit value of each unit and the title of the qualification which will be awarded to candidates successfully completing the required combination of units and/or credits. It also shows any excluded combination of units. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 5

8 Unit accreditation number City & Guilds Unit title Mandatory/ optional for full qualification QCF level SCQF level A/600/ /151 The contact centre Mandatory industry M/600/ /152 Communication skills in Mandatory a customer service environment J/600/ /153 Principles of call Mandatory handling skills H/600/ /154 Call handling skills Mandatory K/600/ /155 Preparing to handle Mandatory customer problems and complaints M/600/ /156 Principles of sales Mandatory F/600/ /157 Personal aptitudes for contact centre employment Mandatory Credit value 1.2 Opportunities for progression On completion of this qualification candidates may progress into employment or to the following City & Guilds qualifications: Level 1/2 NVQ in Contact Centre Operations (3412) Level 2 Certificate in Contact Centre Skills (3411) Level 2 Certificate in Customer Service (4417) 1.3 Qualification support materials City & Guilds also provides the following publications and resources specifically for this qualification: Description Sample test paper How to access 6 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

9 2 Centre requirements This section outlines the approval processes for Centres to offer this qualification and any resources that Centres will need in place to offer the qualifications including qualification-specific requirements for Centre staff. Centres already offering City & Guilds qualifications in this subject area Centres approved to offer the Level 1 Certificate of Introduction to the Contact Centre Industry ( ) qualification will qualify for automatic approval for the Level 1 Certificate for Introduction to the Contact Centre Industry ( ) and Level 4 Certificate for Introduction to the Contact Centre Industry ( ). Human resources Staff delivering this qualification must be able to demonstrate that they meet the following occupational expertise requirements. They should: be occupationally knowledgeable in the area of contact centres for which they are delivering training. This knowledge must be at least to the same level as the training being delivered have credible experience of providing training. Centre staff may undertake more than one role, eg tutor and assessor or internal verifier, but must never internally verify their own assessments. Assessors and internal verifiers While the Assessor/Verifier (A/V) units are valued as qualifications for centre staff, they are not currently a requirement for this qualification. Continuing professional development (CPD) Centres are expected to support their staff in ensuring that their knowledge remains current in the occupational area and in best practice in delivery, mentoring, training, assessment and verification, and that it takes account of any national or legislative developments. 2.1 Candidate entry requirements Candidates should not be entered for a qualification of the same type, content and level as that of a qualification they already hold. There are no formal entry requirements for candidates undertaking this qualification. However, centres must ensure that candidates have the potential and opportunity to gain the qualification successfully. Age restrictions There are no age limits attached to candidates undertaking the qualification unless this is a legal requirement of the process or the environment. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 7

10 3 Units Availability of units The units for this qualification follow. The learning outcomes and assessment criteria are also viewable on the Register of Regulated Qualifications Structure of units The units in this qualification are written in a standard format and comprise the following: City & Guilds reference number title QCF level SCQF level UAN number credit value unit aim relationship to NOS, other qualifications and frameworks endorsement by a sector or other appropriate body information on assessment learning outcomes which are comprised of a number of assessment criteria notes for guidance. 8 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

11 4 Assessment 4.1 Summary of assessment methods For this qualification, candidates will be required to complete the following assessments: Unit Title Assessment method Where to obtain assessment materials 101/151 The contact centre industry 102/152 Communication skills in a customer service environment 103/153 Principles of call handling skills Oral questions which are externally set, internally administered and marked and externally verified. Oral questions which are externally set, internally administered and marked and externally verified. Oral questions which are externally set, internally administered and marked and externally verified. 104/154 Call handling skills An assignment covering practical skills which is externally set, internally administered and marked and externally verified. 105/155 Preparing to handle customer problems and complaints Oral questions which are externally set, internally administered and marked and externally verified. 106/156 Principles of sales Oral questions which are externally set, internally administered and marked and externally verified. 107/157 Personal aptitudes for contact centre employment Oral questions which are externally set, internally administered and marked and externally verified Time constraints The following time constraints must be applied to the assessment of this qualification: Candidate oral questions, please refer to the individual unit of assessment guidance. It is anticipated that the assignment should take no longer than one hour, in total, to complete. All assessments must be completed within the candidate s period of registration. Centres should advise candidates of any internal timescales for the completion and marking of individual assignments. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 9

12 4.2 Test specifications The test specifications for the units are below: Test 1: Unit 151 Duration: 15 minutes Unit Outcome number 101/151 1 Understand the purpose and functions of contact centres No. of questions No. of marks % /151 2 Understand the benefits of contact centres /151 3 Understand the internal structures and working environments of contact centres Total Test 1: Unit 152 Duration: 15 minutes Unit Outcome number 102/152 1 Describe the importance of good communication skills for personal impact 102/152 2 Understand about verbal and non verbal communication when using the phone and face to face No. of questions No. of marks % /152 3 Describe customer service concepts /152 4 Understand the skills needed to deliver customer service Total Test 1: Unit 153 Duration: 20 minutes Unit Outcome number 103/153 1 Describe vocal techniques required for telephone communication 103/153 2 Understand the importance of listening skills in meeting customer needs 103/153 3 Identify listening skills required for telephone communication and their importance 103/153 4 Understand customer management principles and techniques required for call handling No. of questions No. of marks % Total QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

13 Test 1: Unit 155 Duration: 15 minutes Unit Outcome number 105/155 1 Describe causes of customer complaints within a contact centre environment 105/155 2 Understand the skills and attitude needed to handle angry customer 105/155 3 Describe the process for handling angry customers No. of questions No. of marks % Total Test 1: Unit 156 Duration: 15 minutes Unit number Outcome No. of questions No. of marks 106/156 1 Identify situations requiring sales skills /156 2 Understand selling principles /156 3 Understand sales processes Total % Test 1: Unit 157 Duration: 20 minutes Unit number Outcome No. of questions No. of marks 107/157 1 Understand the principles of team working /157 2 Describe the importance of positive attitude in customer service 107/157 3 Describe how challenges and barriers may be overcome 107/157 4 Describe skills and development needs in a contact centre environment Total % 4.3 Accreditation of prior learning and experience (APEL) Accreditation of Prior Learning (APL) and Accreditation of Prior Experience and Learning (APEL) recognise the contribution a person s previous experience could contribute to a qualification. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 11

14 5 Course design and delivery 5.1 Initial assessment and induction Centres will need to make an initial assessment of each candidate prior to the start of their programme to ensure they are entered for an appropriate type and level of qualification. The initial assessment should identify: any specific training needs the candidate has, and the support and guidance they may require when working towards their qualification. This is sometimes referred to as diagnostic testing. any units the candidate has already completed, or credit they have accumulated which is relevant to the qualification they are about to begin. City & Guilds recommends that centres provide an induction programme to ensure the candidate fully understands the requirements of the qualification they will work towards, their responsibilities as a candidate, and the responsibilities of the centre. It may be helpful to record the information on a learning contract. Further guidance about initial assessment and induction, as well as a learning contract that centres may use, are available on the City & Guilds website. 5.2 Recommended delivery strategies Centre staff should familiarise themselves with the structure, content and assessment requirements of this qualification before designing a course programme. Centres may design course programmes of study in any way which: best meets the needs and capabilities of their candidates satisfies the requirements of this qualification City & Guilds recommends that centres address the wider curriculum, where appropriate, when designing and delivering the course. Centres should therefore consider links to the National Occupational Standards, Key/Core Skills and other related qualifications. Relationship tables are provided in Appendix 1 Relationships to other qualifications to assist centres with the design and delivery of the qualification. For further information to assist with the planning and development of the programme, please refer to the following: A sample assessment is available on the City & Guilds website, 12 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

15 Unit 101/151 The contact centre industry QCF Level: 1 SCQF Level: 4 UAN: A/600/1743 Credit value: 1 Unit aims: This unit will provide learners with essential occupational knowledge of the contact centre industry. On successful completion of this unit, learners will: understand what a contact centre is in terms of its features and purpose be able to describe the main call types handled in contact centres be able to describe the benefits of contact centres to staff and customers understand the importance of the telephone as a tool in managing customer relationships understand the organisational structure of a contact centre including the ways in which skills are developed. Learning outcomes There are three learning outcomes to this unit. The learner will: 1. Understand the purpose and functions of contact centres 2. Understand the benefits of contact centres 3. Understand the internal structures and working environments of contact centres Guided learning hours It is recommended that 10 hours should be allocated for this unit. This may be on a full-time or parttime basis. Assessment and grading This unit will be assessed by: oral questions which are externally set, internally administered and marked and externally verified. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 13

16 Unit 101/151 Outcome 1 The contact centre industry Understand the purpose and functions of contact centres Assessment Criteria The learner can: 1. identify the key features of a contact centre 2. identify a range of sectors using contact centres for customer service 3. state the purpose of a contact centre 4. describe the difference between inbound and outbound call handling 5. identify the difference between warm and cold outbound calls. Notes for Guidance Key features of a contact centre - communication with customers by telephone, , post; telephone system connected to computer systems; importance of communication. Contact Centres are an industry in their own right but each contact centre operates within a vertical sector eg Banking, Insurance, Utilities, Online Retailers, ICT, Local Government, Revenue and Customs, Travel and Tourism, Mail Order, Outsourcing, Consumer Goods, Business to Business. The purpose of a contact centre - to manage customer relationships, reduce operational costs, provide competitive edge through service, improve customer service, improve sales / growth. There are two main call types inbound and outbound calls. Inbound calls are calls made from customer to the contact centre. Examples of inbound calls include customers placing orders, requesting information, asking for advice. Outbound calls are calls made from the contact centre to the customer. Examples include selling products or services, market research, welcome calls, appointment setting. Cold outbound calls refer to calls made to customers where the company has had no previous contact or existing relationship. They are used to target and win new customers for the organisation. Warm outbound calls refer to calls made to customers where an existing business relationship exists or the customer has made contact with that organisation previously. For example, where an existing gas customer is contacted in order to sell additional services such as electricity or telecoms or a customer has previously asked to be contacted about special offers or new products and services. 14 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

17 Unit 101/151 Outcome 2 The contact centre industry Understand the benefits of contact centres Assessment Criteria The learner can: 1. describe the importance of managing customer relationships by telephone 2. describe the importance of customer service in a contact centre environment 3. state the benefits of contact centres to staff and customers 4. identify reasons for contact centre growth in the UK 5. identify how an effective contact centre can help an organisation be competitive. Notes for Guidance The telephone enables you to talk directly to customers, finding out their preferences, dislikes and allows the organisation to show it values customers. Customers can be treated as individuals by telephone contact which means we can understand how they feel about the product/service, sell more, acquire valuable feedback, secure loyalty. Telephone contact enables a two way, more personal approach to customer communication than other forms of sales and marketing such as advertising. Customer Service is important in a contact centre environment because it impacts customer loyalty, customer retention, customer satisfaction, profitability, growth, the organisation s ability to compete with its competitors, identify trends/customer feelings and concerns, opportunities to improve services offered in the future, sell more to the same customers. Benefits for staff include -the potential for good rates of pay and bonuses, employment within a growing sector, career progression opportunities, training and development opportunities with recognised qualifications, flexible working hours, good facilities and working environment. benefits for customers include - a quick, efficient way for customers to contact the organisation, extended opening hours, a service responsive to individual needs, immediate resolution to problem or answer to query, enjoyable and personal interaction, choice of preferred contact method ie web, telephone, , personalised service. Reasons for the growth of contact centres include the following benefits to businesses and organisations: The importance of direct communication with customers to understand customer needs and ensure products and services meet these needs A new model of working, through the use of technology, where the location of staff relative to customers is not important An effective way to reduce the cost of customer service and customer support An effective sales channel A source of competitive advantage There are many benefits for customers when using the telephone to communicate with organisations ie it s direct, personal, flexible opening hours. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 15

18 In competitive markets, where goods and services are similar, one way for organisations to compete is by providing better levels of customer service than their competitors. A contact centre can provide this customer service through the following: Offering customers special offers, money back guarantees Providing customer care services free of charge Providing positive communication with the contact centre Helping to build brand loyalty 16 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

19 Unit 101/151 Outcome 3 The contact centre industry Understand the internal structures and working environments of contact centres Assessment Criteria The learner can: 1. describe the organisational structure and roles within contact centres using examples 2. identify the different types of training and development methods used 3. identify the purpose and benefits of performance management within contact centres. Notes for Guidance The roles within contact centres may include the following Contact Centre Manager, Operations Manager, Team Leader, Coach, Buddy, Trainer, Customer Service Adviser, and Sales Advisers. Adviser roles are focused on dealing directly with customers and processing customer data on computer systems. Advisers report to Team Leaders who are responsible for the day to day welfare, supervision and motivation of their team. Team Leaders report to Operations Managers or the Contact Centre Manager. Coaches and trainers support the development of skills across the contact centre. Different types of training and development methods used include classroom training, buddying, coaching, system, online, on the job coaching, mentoring, team leader briefs / buzz sessions, formal 1 to 1s and personal development planning. The purpose and benefits of performance management within contact centres - to handle calls to the required standard using call monitoring, meet customer service standards, develop own skills, receive feedback on performance, ensure the service offered is consistent. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 17

20 Unit 102/152 Communication skills in a customer service environment QCF Level: 1 SCQF Level: 4 UAN: M/600/1755 Credit value: 2 Unit aims This unit provides knowledge of customer service concepts and the associated communication skills required to deliver good customer service. Learners will understand the value of good communication skills including the correct use of verbal and non verbal communication, rapport, empathy and positive language. Learning outcomes There are four learning outcomes to this unit. The learner will: 1. Be able to describe the importance of good communication skills for personal impact 2. Understand about verbal and non verbal communication when using the phone and face to face 3. Be able to describe customer service concepts 4. Understand the skills needed to deliver customer service Guided learning hours It is recommended that 20 hours should be allocated for this unit. This may be on a full-time or parttime basis. Assessment and grading This unit will be assessed by: oral questions which are externally set, internally administered and marked and externally verified. 18 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

21 Unit 102/152 Outcome 1 Communication skills in a customer service environment Be able to describe the importance of good communication skills for personal impact Assessment Criteria The learner can: 1. describe the importance of good communication in finding employment and in the work place 2. describe what is meant by personal impact 3. identify the importance of personal impact when forming opinions about others 4. identify the importance of personal impact when developing or adapting communication style 5. identify the need to change communication style according to different audiences and situations. Notes for Guidance Good communication is important in creating a positive first impression, ensuring accurate messages are given, expressing thoughts and ideas clearly and building working relationships and rapport with others. Personal impact is the impression people make on others through their communication style and their ability to put across messages effectively. It relates to a wide range of situations from job interviews, to radio and TV shows and dealing with customers. It demonstrates the importance of effective speaking skills and how the style as well as content is evaluated for value by others. The importance of personal impact when forming opinions about others includes making judgments based on how someone says something as well as what they say, the sorts of things we use to make a decision about the effectiveness of someone s contribution eg audibility, language. Through understanding both our own and others personal impact, we can identify areas for our own development eg by recognising the communication traits that lead to positive personal impact and adopting these behaviours whilst reducing those which link to negative personal impact. The need to change communication style according to different audiences and situations include using more formal language in a public meeting, speak slower and repeat key information on a voice mail or answer phone. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 19

22 Unit 102/152 Outcome 2 Communication skills in a customer service environment Understand about verbal and non verbal communication when using the phone and face to face Assessment Criteria The learner can: 1. state the difference between verbal and non-verbal communication 2. describe why positive and controlled non verbal communication should be used in a face to face situation 3. identify the misunderstandings that can occur when using only verbal communication. Notes for Guidance The difference between verbal and non verbal communication is in the way the communication message is understood by the recipient. In a face to face situation where body language can be observed, the message is received approximately as follows - 55% from body language, 38% from tone of voice, 7% from the words used. Over the telephone where communication is only verbal, the message is received approximately as follows - 0% body language, 82% from tone of voice, 18% from words used. It helps us to express ourselves and ensure the message is understood. It can help us to add emphasis in the right place for example or smiling or raising the facial features enables a positive interaction. Where the communication is by voice only, the tone used may be misunderstood eg tone may be interpreted as sarcastic or negative versus humorous, disinterested versus serious, abrupt versus direct. 20 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

23 Unit 102/152 Outcome 3 Communication skills in a customer service environment Be able to describe customer service concepts Assessment Criteria The learner can: 1. state the ways in which customer satisfaction is important to an organisation 2. describe why it is important to understand the actions of unhappy or dissatisfied customers 3. describe the importance of first impressions within customer care 4. describe what is meant by customer loyalty 5. describe why each customer transaction is important. Notes for Guidance The ways in which customer satisfaction is important to an organisation include the following: Encouraging loyalty to keep customers buying products and services Encouraging loyalty as gaining new customers is more expensive than keeping existing ones Identifying the reasons for complaints and reducing them Dissatisfied customers often stop buying the product or service without telling the organisation in question and thereby not giving them a chance to rectify the situation. Most will not use that organisation again. There are also knock on effects as these customers often tell between 7and 10 people of their experience. Most customer dissatisfaction is due to poor service rather than product related issues. The importance of first impressions within customer care - a moment of truth occurs each time a customer has an interaction with an organisation. Within a moment of truth a customer will have formed at least 10 impressions, which are rarely indifferent. For example, when calling a contact centre, the way a customer is greeted will inform their opinion about how valued their custom is and the kind of service they can expect. A hotel customer will question the cleanliness of the rooms if the reception area is untidy or dirty. Customer loyalty is about keeping or retaining customers over a period of time versus losing them after a single or one off transaction. Loyalty is often generated by excellent customer service. Customer value is made up of repeated transactions, perhaps over several years. This means every interaction is important as each one has the power to impact the loyalty and value of the customer in the future. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 21

24 Unit 102/152 Outcome 4 Communication skills in a customer service environment Understand the skills needed to deliver customer service Assessment Criteria The learner can: 1. identify the techniques used to build rapport 2. describe why showing empathy towards a customer is important in customer care 3. identify positive and negative language 4. describe the use of positive language and its importance in customer care. Notes for Guidance It is achieved through the following: reassuring customers; taking ownership; making customers feel special, individual and valued; using constructive dialogue, reducing dead air, using their name, showing empathy. To interact with customers successfully it s important to put ourselves in their shoes. Trying to understand how they are feeling enables more effective communication, shared perspectives, problem resolution and help increase their value and loyalty to the organisation. Understanding how customers feel, also helps an organisation to improve the customer experience by viewing it from a customer versus organisational perspective. Positive and negative language - negative words and phrases are: I m sorry, it was person A who told you that; it s not my job to handle questions about that product; sorry, I haven t been trained on that yet. Positive phrases to express these issues are: I m sorry for the misinformation, here s what we can do about it; I ll find an expert in that area for you; I don t have that information to hand but I will find out for you and call you back. Positive language are words that show a can do attitude, do not attach blame to either people or the organisation and reassures customers. It enables customer service representatives to pass on sometimes difficult information in a positive way whilst retaining a professional approach. 22 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

25 Unit 103/153 Principles of call handling skills QCF Level: 1 SCQF Level: 4 UAN: J/600/1762 Credit value: 3 Unit aims The aim of this unit is to provide the underpinning knowledge required for learners to effectively manage an inbound customer call. They will gain essential knowledge in both the vocal and listening skills required for telephone interaction as well as the purpose and basic techniques for handling customer dialogue. Learning outcomes There are four learning outcomes to this unit. The learner will: 1. Be able to describe vocal techniques required for telephone communication 2. Understand the importance of listening skills in meeting customer needs 3. Be able to identify listening skills required for telephone communication and their importance 4. Understand customer management principles and techniques required for call handling Guided learning hours It is recommended that 30 hours should be allocated for this unit. This may be on a full-time or parttime basis. Assessment and grading This unit will be assessed by: oral questions which are externally set, internally administered and marked and externally verified. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 23

26 Unit 103/153 Outcome 1 Principles of call handling skills Be able to describe vocal techniques required for telephone communication Assessment Criteria The learner can: 1. identify the vocal techniques required for effective telephone communication 2. identify the factors that may affect the tone of voice 3. identify the basic techniques required for effective telephone communication 4. describe what is meant by courteous language 5. describe the benefits of using courteous language when working with customers. Notes for Guidance Modulation of voice (inflection), clarity, pace, tone, pitch. Factors that may affect the tone of voice include emotions. Smiling when talking; posture; breathing; raising facial features; using hand gestures; awareness of telephone voice; adapting to customer style for good handshake feeling; verbal punctuation. Courteous language examples please may I take, thank you for your call, let me know if I can do anything else, please accept my apologies, thank you for being so patient. The benefits of using courteous language include the following: improving tone building better rapport showing respect for the customer building a better relationship with customer reflecting brand values of the organisation reducing customer frustration or anger. 24 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

27 Unit 103/153 Outcome 2 Principles of call handling skills Understand the importance of listening skills in meeting customer needs Assessment Criteria The learner can: 1. identify different approaches for listening 2. describe what is meant by an implied need and a conversational trigger 3. describe the benefits of identifying customer needs 4. identify when to use the techniques of summarising and paraphrasing in meeting customer needs 5. identify the reasons for capturing accurate customer data. Notes for Guidance Different approaches for listening include listening for purpose; listening for detail; listening for implied needs by the customer. Conversational triggers are expressions of need by the customer that need to be explored and acted upon by the adviser. They may be given explicitly or inferred, perhaps by tone of voice. When inferred rather than explicit, they are known as implied needs. Examples of explicit conversational triggers are sales leads, complaints, specific objections or direct comments made by the customers. Examples of implied needs are tone of voice ie hesitancy, uncertainty; vaguely stated or general (rather than specific) objections. The distinction between explicit and implied needs is not in itself important but rather that the adviser listens for and acts upon both types of needs. Reduces customer frustration, ensures exact customer query / issue to be met and resolved, reduces contact time, enables foundation for selling more products / services, improves customer satisfaction, ensures customer feels valued by use of listening and questioning skills to find and meet customer needs. For complex requests and queries to ensure understanding / actions are accurate, for difficult customers to ensure understanding / actions are agreed by both parties, for long requests and queries to ensure all aspects have been fully answered and/or actioned, to check understanding whenever necessary, to check understanding where the customer does not express themselves clearly, to focus the conversation where a customer is repeating themselves. To ensure incorrect orders are not dispatched, to ensure correct personal data and other information is uploaded to the database, reduce the cost of mistakes and errors through inaccuracies, reduce customer dissatisfaction through incorrect data (ie misspelled name), ensure financial transactions can be completed without embarrassing the customer or incurring further cost, avoiding any legal implications, ensure call-backs can be made. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 25

28 Unit 103/153 Outcome 3 Principles of call handling skills Be able to identify listening skills required for telephone communication and their importance Assessment Criteria The learner can: 1. identify the difference between passive and active listening 2. describe the impact of not using active listening skills when dealing with customers 3. describe what is meant by effective listening skills 4. identify situations when accuracy of data collected should be checked 5. identify the techniques used for checking accuracy of data 6. identify internal and external barriers to listening. Notes for Guidance Passive listening is about hearing something but not giving it thoughtful attention. Active listening is about not only absorbing the words but also grasping associated facts and feelings in what has been said and deciding how to deal with this. The impact of not using active listening skills when dealing with customers - misunderstandings which can arise, impact on call duration, customer frustration, missing implied needs, missing sales opportunities. Effective listening skills include listen non-judgmentally, listen without interrupting, make confirming statements, make eye contact and use verbal nods (if appropriate), give full attention. When taking financial information such as credit card details, taking unusual or unfamiliar names, postcodes, telephone numbers, where audibility is low (ie noise on line, in background, strong accent etc), where decisions or actions will be taken as a result of data provided (ie insurance policies, quotations). Asking customer to repeat; phonetic alphabet; asking for unusual spelling; making notes; repeating back to the customer. Internal eg own mood, thinking about something else, thinking about previous call, assuming you know what the customer wants / needs are, lack of concentration, worry, stress, boredom, complacency, trying to do more than one task at a time, talking too much. External eg distractions in the contact centre, distractions or noise at the customer end, accent, poor line, queue levels on signblazer, co-workers. 26 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

29 Unit 103/153 Outcome 4 Principles of call handling skills Understand customer management principles and techniques required for call handling Assessment Criteria The learner can: 1. describe the basic principle of managing call flow 2. identify the benefit of using call management techniques for the contact centre and the customer 3. identify the stages in an inbound call flow 4. identify the main skills used at each stage of an inbound call flow 5. identify the reason for using the customer s name in the call 6. describe why it is important to ask the right kind of question when establishing customer needs 7. identify open and closed questions using examples 8. describe the difference between an open and closed question and identify situations when each should be used 9. identify how and when to place a customer on hold 10. identify reasons for using an agreement seeking question 11. state the importance of a professional close. Notes for Guidance Telephone calls follow a logical structure in order to achieve the desired resolution for both the customer and contact centre. This is call flow. Call flow is managed in contact centres to reduce call lengths rather than allowing general conversation to take place. The benefit of using call management techniques for the contact centre and the customer - to achieve positive outcome and call resolution in shortest possible time, reducing time and costs and achieve customer satisfaction through meeting customer needs. Open; understand customer needs; gather information; meet customer needs / offer solution; close. Positive welcome; active listening, empathy; ask open and closed questions; offer solutions; offer further assistance. To personalise the call, make the customer feel valued and help build rapport It is important to ask the right kind of question when establishing customer needs because appropriate questions speed up resolution, it addresses issue or finds problems, it stops a customer repeating themselves or becoming frustrated, it establishes the situation quickly. Closed Questions eg have you called before? Is this your first order? Would you like a refund? What is your reference number? Open Questions eg Explain what happened with the order? What are the reasons you are returning the item? How did that happen? What sort of benefits are you looking for? Would you describe the symptoms to me? QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 27

30 Main uses of closed questions are to collect specific data and focus the conversation. Response is short or one word usually yes or no. Closed questions begin with Is, Did, Would, Do, Can, Have, Will. As well as gathering specific details, closed questions are also useful to manage customers who find it difficult to be brief, make a choice or get to the point. Asking a closed question forces them to focus. Main uses of open questions are to probe and determine customer s needs. Response usually comes in the form of explanation or description. They begin with what, when, where, how, who, why, describe and help us to get to the bottom of a situation, allow the customer to open up, identify needs and build rapport. Hold is used where: additional information or advice is needed and the customer may be waiting some time the adviser needs to use the phone line to contact a colleague additional information or advice is needed and the adviser does not want the customer to overhear Permission should be sought from the customer before putting them on hold eg I need to find that information for you, may I put you on hold please? To seek agreement, check customer satisfaction eg I can either credit your account or issue a refund, which would you prefer? We are not able to provide a full credit to your account without the receipt but we can replace the item is this acceptable to you? A professional close is important as it leaves the customer with a positive feeling and good image of the organisation. It also reassures them that any promises will be fulfilled and that they are valued. 28 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

31 Unit 104/154 Call handling skills QCF Level: 1 SCQF Level: 4 UAN: H/600/1770 Credit value: 4 Unit aims The aim of this unit is to enable learners to effectively communicate during an inbound customer call while meeting customer needs and applying customer service principles, learners will: develop essential speaking and listening skills and techniques be able to use call management techniques during the call, checking customer needs are met apply basic cross and upsell sales skills as appropriate demonstrate use of positive attitude, language and empathy record key customer data accurately in electronic format. Learning outcomes There are six learning outcomes to this unit. The learner will: 1. Be able to demonstrate use of vocal techniques required in call handling 2. Be able to demonstrate effective use of listening skills and techniques required in call handling 3. Be able to manage customer dialogue to meet customer needs 4. Be able to maintain customer service throughout customer dialogue 5. Be able to demonstrate use of sales skills required within inbound call handling 6. Be able to use an electronic system or word processing software to record call information Guided learning hours It is recommended that 40 hours should be allocated for this unit. This may be on a full-time or parttime basis. Assessment and grading This unit will be assessed by: an assignment covering practical skills which is externally set, internally administered and marked and externally verified. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 29

32 Unit 104/154 Outcome 1 Call handling skills Be able to demonstrate use of vocal techniques required in call handling Assessment Criteria The learner can: 1. demonstrate vocal techniques required to manage customer dialogue 2. use basic techniques to produce positive tone for customer dialogue 3. use courteous language within customer dialogue. Notes for Guidance Vocal techniques required to manage customer dialogue included tone, inflection, pace, clarity, volume, pitch. Basic techniques to produce positive tone for customer dialogue include smiling while talking, lifting facial features, using hands and body language, injecting enthusiasm, using positive attitude and words. Courteous language within customer dialogue include thank you for calling, thank you for being patient, may I put you on hold please? 30 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

33 Unit 104/154 Outcome 2 Call handling skills Be able to demonstrate effective use of listening skills and techniques required in call handling Assessment Criteria The learner can: 1. identify customer needs through use of listening skills 2. use appropriate techniques to check understanding of customer needs 3. use appropriate techniques to check the accuracy of customer information collected 4. use verbal attends when managing customer dialogue 5. adjust communication style in response to conversational triggers. Notes for Guidance Active listening to identify reason for call, asking simple questions, eliminating listening barriers. Paraphrasing / summarising; confirming statement; questioning. Phonetic alphabet, repeat information such as numbers, spelling etc back to customer, ask customer to repeat information back, ask customer for unusual spelling, take notes Verbal attends are the signals given to a customer over the phone to indicate the adviser is actively listening ie I understand, yes, I see. A conversational trigger is an expression of need given by the customer that is not always explicit but which needs to be explored and acted upon by the adviser eg the customer keeps asking the adviser to repeat information which may be a sign the pace of the conversation is too fast or volume too low. Other examples are customers seeking reassurance either about the solution / answer they have been given or before buying something ie well I suppose so, Hmmm, well, it doesn t seem fair/right to me, it is quite expensive. Alternatively, triggers are given by the tone of the customer s voice ie hesitancy, disbelief. Acting on a conversational trigger builds rapport, confidence with the brand and supports the sales process. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 31

34 Unit 104/154 Outcome 3 Call handling skills Be able to manage customer dialogue to meet customer needs Assessment Criteria The learner can: 1. follow the stages of the call opening using appropriate vocal qualities 2. use rapport building techniques 3. use a customer s name appropriately throughout customer contact 4. obtain relevant customer data to establish customer needs 5. identify when to use an open versus a closed question to gather information or focus conversation 6. suggest solution/s in order to meet customer needs 7. obtain feedback from customer to check needs are met 8. use key components in a call closing statement with appropriate vocal qualities. Notes for Guidance The call opening represents the first moment of truth a customer has with the adviser and organisation. The open can affect the outcome and general effectiveness of the call. The industry standard for opening calls is a series of 4 steps as follows Friendly Greeting, Clear identification of the organisation / service reached, Identify self, Offer assistance The 5 Vocal qualities are pitch, tone, pace, inflection and clarity. Personalise, constructive dialogue, minimise dead air, respond to conversational triggers, meet needs, show empathy. Using the customer s name appropriately throughout customer contact - through consensus seeking question, summarising skills. The components used in a call close will depend on the nature of the call ie complexity, complaint, actions and follow up required. The key components to be used as appropriate are: confirm what has been agreed assure the caller that you will action your promises thank the customer for calling remind them that they are valuable to the organisation ask if there is anything else you can do for them today goodbye / final sign off 32 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

35 Unit 104/154 Outcome 4 Call handling skills Be able to maintain customer service throughout customer dialogue Assessment Criteria The learner can: 1. communicate with customers using empathy 2. use positive language and organisational phrases when communicating with customers 3. maintain a positive attitude throughout customer contacts. Notes for Guidance Positive words and phrases prevent the customer from feeling dissatisfied with the customer service experience. Dissatisfaction is caused by either negative language or phrases, which pass blame or show the organisation in a poor light eg the customer appears to have received inappropriate advice a negative phrase in response would be I m sorry. That was X who handled your last call. A positive alternative would be I m sorry for that misinformation. Here s what we will do. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 33

36 Unit 104/154 Outcome 5 Call handling skills Be able to demonstrate use of sales skills required within inbound call handling Assessment Criteria The learner can: 1. demonstrate ability to recognise appropriate opportunities to up or cross sell within an inbound call 2. demonstrate the ability to up or cross sell 3. demonstrate ability to close the sale if appropriate 4. end the call in a professional manner regardless of sales outcome. Notes for Guidance None 34 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

37 Unit 104/154 Outcome 6 Call handling skills Be able to use an electronic system or word processing software to record call information Assessment Criteria The learner can: 1. collect all relevant customer information to resolve customer query and meet customer needs 2. record accurate customer information on call logging sheet / after call sheet with accuracy 3. use a word processing package to complete after call within time limits and with appropriate degree of accuracy. Notes for Guidance Following a call, key pieces of information, including the purpose of the call and any actions to be taken, are recorded on the contact centre database so that other advisers accessing these customer records in the future have a full history to work from. This provides effective customer service by providing consistency of service and reducing the need for customers to repeat themselves. After call needs to be completed within reasonable time limits within a contact centre, because the adviser is not free to take calls again until the after call is completed. The time allowed to complete this before being available to take calls is known as wrap time. Key pieces of information need to be recorded using a word processing package eg customer name, reference number, address including postcode and contact number, purpose of call, solutions / advice given, actions agreed. This information needs to be accurate, as other advisers will be using this information in the future to handle customer calls. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 35

38 Unit 105/155 Preparing to handle customer problems and complaints QCF Level: 1 SCQF Level: 4 UAN: K/600/1771 Credit value: 1 Unit aims The aim of this unit is to give learners the essential knowledge required in preparation for handling customer complaints and problems. They will acquire a thorough understanding of the reasons for a customer s negative reaction and how this knowledge may be used to prevent complaint intensification as well as distinguishing between angry and assertive customers. Learners will understand the skills and attitude required to handle customer problems and the basic process for handing complaints. Learning outcomes There are three learning outcomes to this unit. The learner will: 1. Be able to describe causes of customer complaints within a contact centre environment 2. Understand the skills and attitude needed to handle angry customers 3. Be able to describe the process for handling angry customers Guided learning hours It is recommended that 10 hours should be allocated for this unit. This may be on a full-time or parttime basis. Assessment and grading This unit will be assessed by: oral questions which are externally set, internally administered and marked and externally verified. 36 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

39 Unit 105/155 Outcome 1 Preparing to handle customer problems and complaints Be able to describe causes of customer complaints within a contact centre environment Assessment Criteria The learner can: 1. describe reasons for angry customers and customer complaints 2. identify common causes of customer anger specific to the contact centre industry. Notes for Guidance Reasons for angry customers and customer complaints - problems with services and products, poor customer service / treatment, customer feels undervalued because of mistakes made, customer expectations are high, customer understands their power and rights plus competitive nature of most markets, frustration with technological failure either within customer interaction or as part of a process failure (eg computer errors) Waiting in queues; lack of ownership; failure to deliver one stop resolution resulting in repeat calls; poor service or treatment during current or previous contacts; being passed around; failure to understand individual or unique situation; using automated technology; error on bill / order. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 37

40 Unit 105/155 Outcome 2 Preparing to handle customer problems and complaints Understand the skills and attitude needed to handle angry customers Assessment Criteria The learner can: 1. describe the appropriate attitude for handling angry customers and identify the difference between reacting and responding 2. identify the behaviour patterns of naturally assertive customers 3. identify the difference between an assertive and angry customer 4. describe how a naturally assertive person might be treated differently to an angry caller 5. identify when a complaint or customer call may need to be transferred or escalated. Notes for Guidance The appropriate attitude requires giving a response rather than a reaction. Angry customers should be seen as an opportunity. Responding requires thinking rationally about what to do, considering your best options and executing a plan. To respond, let customer vent, use restraint, breathe slowly, manage tone, and use correct words. If you react instinctively to an adverse event you are effectively retaliating to the customer s bad behaviour. A reaction focuses incorrectly on customer behaviour, which isn t the real problem it s whatever is causing the customer to behave that way which needs fixing. If you choose to react, you will get louder, speak faster, be defensive, retaliate, attack them back, and use the wrong tone. These reactions are inappropriate and unprofessional. The situation at hand will escalate out of control. Assertive people are forthright, direct, self assured, positive, demanding, action oriented, decisive, and may lack patience. On the telephone this means being interested in results or the outcome only, likes immediate answers, focused on timescales and deliverables, can seem abrupt, not interested in social conversations, don t require the details, relatively fast rate of speech. On the telephone, an assertive customer may appear abrupt but this is their forthright / direct style rather than because they have an issue or problem which has caused anger they simply want to understand answers or resolutions. Angry customers will normally exhibit one or more of the following raised voice, frustrated tone, forceful language. For a naturally assertive customer, a call handler would mirror their pace, reduce constructive dialogue, focus on actions rather than explanations, provide only those details needed to agree a solution, present solutions clearly with timescales, listen for signs of impatience, and avoid repetition. Complaints or customer calls may need to be transferred or escalated when the solution requires a higher level of authority or sign off, product knowledge is exceeded, and customer will not be contained or pacified, in line with complaints process / regulations. 38 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

41 Unit 105/155 Outcome 3 Preparing to handle customer problems and complaints Be able to describe the process for handling angry customers Assessment Criteria The learner can: 1. describe the basic steps in a call flow for managing angry customers 2. describe what is meant by preventing complaint intensification. Notes for Guidance Allow venting; empathise; state regret; reassure; questions; offer explanations and solutions; seek agreement; summarise; take action; close. Complaint intensification occurs where a customer s original complaint or level of anger is made worse through poor customer service ie there are now two reasons for anger the original reason and the poor handling of that complaint. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 39

42 Unit 106/156 Principles of sales QCF Level: 1 SCQF Level: 4 UAN: M/600/1772 Credit value: 1 Unit aims The aim of this unit is to provide learners with the fundamental knowledge of sales principles and techniques used within the contact centre environment. Learners will understand basic sales principles including what makes people buy, features and benefits and meeting customer needs. Learners will gain a basic understanding of the techniques and structure used to complete a sale within an inbound customer service environment including dealing with rejection. Learning outcomes There are three learning outcomes to this unit. The learner will: 1. Be able to identify situations requiring sales skills 2. Understand selling principles 3. Understand sales processes Guided learning hours It is recommended that 10 hours should be allocated for this unit. This may be on a full-time or parttime basis. Assessment and grading This unit will be assessed by: oral questions which are externally set, internally administered and marked and externally verified. 40 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

43 Unit 106/156 Outcome 1 Principles of sales Be able to identify situations requiring sales skills Assessment Criteria The learner can: 1. identify what is meant by sales opportunities in an inbound customer service environment 2. identify examples of sales skills in different everyday contexts. Notes for Guidance Selling other products or services or more of the same product or service, from an inbound call eg selling insurance from an inbound telephone banking call, upgrading customers to first class when purchasing train tickets, selling promotional items when customers call to place an order. Home (eg negotiating with other family members); social (eg deciding on which restaurant to go to); work (eg influencing others to sell them something, negotiate a deadline, swap shifts); interviews (sell self). QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 41

44 Unit 106/156 Outcome 2 Principles of sales Understand selling principles Assessment Criteria The learner can: 1. identify the difference between cross and up-sell 2. describe what makes people buy 3. describe what is meant by features and benefits of different products and services 4. describe the importance of meeting customer needs in the sales process. Notes for Guidance Cross sell is about increasing the value of an order or customer by selling other, usually complementary products. For example, a tie that looks really good with a shirt or buying both gas and electricity from one provider or from home to motor insurance. Up-sell is about selling more of the same thing to a customer to increase the overall value of an order or contract. It's usually about selling a higher quantity. For example, adding an upgrade or credit protection to a home insurance policy. Receiving benefits or rewards associated with the purchase. These may link to image, status or more practical benefits eg saving money from discounts, looking sophisticated, lifestyle statement, safety. A feature is a distinct part of a product or service. A benefit is the value of the feature to the customer. Example: Feature: A cordless phone has no wires and can stay charged for 15 hours. Benefit: This means you can take calls anywhere in the house. Benefits are only benefits if they fulfil a need ie a safety feature in a car may not be a benefit to someone looking for a sporty image. In order to sell effectively, it s important to understand customer needs, wants and desires so features and benefits can be matched accordingly. 42 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

45 Unit 106/156 Outcome 3 Principles of sales Understand sales processes Assessment Criteria The learner can: 1. identify appropriate techniques to use when meeting customer needs in a sales context 2. describe the structure of a sale within an inbound call 3. describe rejection in sales and how to deal with it. Notes for Guidance Ask questions to understand needs and wants in full; listen to customer feedback; match benefits to these needs; explain value / benefits in full (ie use features and benefits approach). Make a bridging statement; describe the product you want to sell introducing one or two key benefits; ask questions to clarify needs; match benefits to needs; ask for the sale / trial close. Rejection may take the form of failure to achieve the sale, abrupt treatment from customers, repeated no thanks from customers. It is important to handle this rejection, so that performance is not impaired by it if anything it should be used to enhance performance. Ways to deal with rejection include not taking it personally. Rejection in sales is not personal. Failure to sell is usually down to one of the following - the customer is probably just too busy, too preoccupied, the product is not appropriate/suitable, the timing is wrong, they can t afford it, their priorities are different. This means trying not to feel de-motivated and instead deal with it positively - keep practicing, improve technique/script, be persistent, use customer feedback to improve, remain positive, experiment with the approach in order to improve success rate, understand the reason for rejections is there one reason given more than others? Don t worry, get angry, defensive or upset about rejection. Accept it at part of the job and learn from it where possible. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 43

46 Unit 107/157 Personal aptitudes for contact centre employment QCF Level: 1 SCQF Level: 4 UAN: F/600/1775 Credit value: 2 Unit aims The aim of this unit is to enable the learner to identify and develop the behaviours required for sustainable contact centre employment. Learners will gain a broad knowledge of the importance of team working, overcoming challenges associated with change and maintaining a positive attitude within customer service and contact centre environments. Learners will develop an awareness of their strengths as well as their development needs in relation to call handling skills. Learning outcomes There are four learning outcomes to this unit. The learner will: 1. Understand the principles of team working 2. Be able to describe the importance of positive attitude in customer service 3. Be able to describe how challenges and barriers may be overcome 4. Be able to describe skills and development needs in a contact centre environment Guided learning hours It is recommended that 20 hours should be allocated for this unit. This may be on a full-time or parttime basis. Assessment and grading This unit will be assessed by: oral questions which are externally set, internally administered and marked and externally verified. 44 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

47 Unit 107/157 Outcome 1 Personal aptitudes for contact centre employment Understand the principles of team working Assessment Criteria The learner can: 1. describe the difference between team working and group working 2. identify why it is important for all team members to agree when making team decisions 3. identify the benefits of team working 4. describe why trust and mutual support are important within team working 5. identify how competitiveness may be used positively within or between teams 6. identify the personal attributes important in effective team working 7. describe when it is necessary to co-operate with other team members and the skills required to do so. Notes for Guidance Teams work towards a shared goal, which is only achievable through the joint efforts of all team members. That is the key difference between a group and a team shared goals. If there is no common goal, or the goal can be achieved without members having to work together, then that is not a team. Contact Centre examples: working towards a collective sales target, achieving a team adherence target, achieving a team call quality target, where individual scores are summed. To prevent negative and destructive behaviours developing as a result of the decision or consequences of the decision ie the team does not divide or split, team members are negative, team members work towards their own goals versus team goals, there is back biting / conflict, little / poor communication and support between members. Benefits may relate to either the results or the process of team working and include: achieving more in a team than working alone through joint effort and sharing tasks sharing the expertise and experience of the individual team members increasing motivation of the team members supporting the personal development of team members generating new ideas and different perspectives to bring about improvement and change improved results through competitive behaviour between teams Without trust and support between team members the team would not be effective in achieving shared goals as it would be subject to poor communication, selfish behaviour, lack of help available to other team members, poor levels of motivation, animosity between members, internal competition within the team. Effective teams have team members that help each other achieve, take responsibility for their own role in the team, are united, share information, and have open communication. It may help motivate team members to achieve more than they might have without a competitive element, it can unite team members into a stronger team where competing with other teams, it strengthens the support and sharing of expertise between team members when competing with others. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 45

48 Personal attributes important in effective team working included supporting others, patience, tolerance, good communication skills, open, trusting, showing respect, commitment, taking responsibility / ownership, positive, working to targets, co-operative. It is necessary to co-operate with other team members when trying to make collective decisions, agreed by all team members such as commitment to individual targets required to meet team targets and when trying to swap shifts with a colleague. Skills needed include being persuasive by putting across a logical argument, providing facts to back up an argument, being confident, being articulate, explaining benefits of your perspective, pointing out flaws or risks in others perspectives, using positive language. 46 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

49 Unit 107/157 Outcome 2 Personal aptitudes for contact centre employment Be able to describe the importance of positive attitude in customer service Assessment Criteria The learner can: 1. identify how attitude affects our interactions with customers 2. describe how an individual can influence their own attitude 3. identify how to stay positive when handling customer contacts. Notes for Guidance Through tone, language used, motivation to help, motivation to take ownership, ability to build rapport, the customer experience through amount of dead air / flat tone etc, potential to project negative experiences or outcomes from previous calls to future calls. When things are not going well, it s easy to fall into a downward spiral but attitude can be chosen - it is a choice not destiny! Attitude can be chosen by not dwelling on past experiences (ie being late, stuck in traffic etc), positive self talk, desire to be positive, limiting negative self talk, level of motivation to provide quality customer service, willingness to look to the future not the past, use positive words, not attributing problems to one of those days, thinking of positive goals / targets and positive previous experiences, focus on turning things around, promise yourself a reward for achieving a goal however small. Not projecting previously poor calls on future calls, focusing on the problem or issue rather than attributing blame to the customer, not taking problems personally, review previous positive feedback (customer testimonials, manager reviews etc), being aware that customers can sense negativity / lack of confidence and this makes them more demanding or angry, empathising with the customer, seeing the customer as the reason you have a job not as an interruption. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 47

50 Unit 107/157 Outcome 3 Personal aptitudes for contact centre employment Be able to describe how challenges and barriers may be overcome Assessment Criteria The learner can: 1. identify possible sources of stress within a contact centre environment 2. identify how possible sources of stress may be managed 3. identify examples of challenges and barriers faced and overcome in achieving own goals and targets 4. identify why change is necessary in contact centre and wider business environments 5. describe the effects of change 6. describe ways of overcoming feelings and barriers associated with change. Notes for Guidance Call monitoring; graduation from induction to taking live calls including for example assessed role play; taking the first live call; product and system tests; being late; difficult callers; high volume of calls; call duration adherence; targets; coaching feedback. Either in a contact centre or general learning environment eg focusing on one customer at a time, handling each call to the best of your ability, seeking support from a team leader or other, developing and improving skills, seeing monitoring and coaching feedback as positive to yourself, breaking down targets into smaller milestones, finding out about relevant training, finding out from others how they handle things or achieve targets, use others expertise and experience. Challenges and barriers faced and overcome in achieving own goals and targets include the planning process, setting goals, seeking extra support, increasing skills, time management, tried something new, worked hard. To keep ahead of the competition, to improve service, to improve productivity. In either work, social or home life eg. Meeting new people, improving your knowledge, increasing self esteem. Starting a new job and feeling as though you will never learn everything you need to, moving house and feeling overwhelmed with all the organising and sorting out to do, leaving home for the first time and feeling lost, vulnerable or regretful. Overcoming feelings and barriers associated with change include accepting what can t be changed, determining what you have control over, looking forward not back, action planning, learning to recognise feeling uncomfortable about doing something new is good, seeing change as a positive. 48 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

51 Unit 107/157 Outcome 4 Personal aptitudes for contact centre employment Be able to describe skills and development needs in a contact centre environment Assessment Criteria The learner can: 1. describe why own skills, behaviours and experience may be suited to working in the contact centre industry 2. identify motivations for seeking employment in the contact centre industry 3. identify own strengths in relation to call handling skills 4. identify own development areas in relation to call handling skills 5. identify what actions might be taken to improve development areas. Notes for Guidance Describes skills, behaviours and experience which are relevant to the contact centre industry for example: Is an effective communicator Enjoys working in a team Enjoys helping customers Motivations are positive and relevant to the contact centre industry for example, career progression, good starting salary, excellent working environment. Strengths are specific to call handling eg patient with customers, good active listening skills, and effective at problem solving. Development areas are specific to call handling eg need to practice eliminating listening barriers such as background noise, improving confidence when selling Actions are relevant to examples given ie concentrate only on what the customer is saying and don t be distracted by things going on around you, practice features and benefits technique to boost confidence when selling. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 49

52 Appendix 1 Relationships to other qualifications Links to other qualifications and frameworks City & Guilds has identified the connections to other qualifications. This is provided as guidance and suggests areas of overlap and commonality between the qualifications. It does not imply that candidates completing units in one qualification are automatically covering all of the content of the qualifications listed. Centres are responsible for checking the different requirements of all qualifications they are delivering and ensuring that candidates meet requirements of all units/qualifications. For example, units within a QCF qualification may be similar in content to units in the NQF qualification which the candidate may have already undertaken and this may present opportunities for APL. This qualification has connections to the: Level 1/2 NVQ for Contact Centres Operations (2703) Level 2 Certificate in Contact Centre Skills (4422) Level 1/2 NVQ/SVQ in Customer Service (4543) Level 2 Certificate in Customer Service (4417) Level 2 Contact Centre Apprenticeship Package (9019) 50 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )

53 Appendix 2 Sources of general information The following documents contain essential information for centres delivering City & Guilds qualifications. They should be referred to in conjunction with this handbook. To download the documents and to find other useful documents, go to the Centres and Training Providers homepage on Centre Manual - Supporting Customer Excellence contains detailed information about the processes which must be followed and requirements which must be met for a centre to achieve approved centre status, or to offer a particular qualification, as well as updates and good practice exemplars for City & Guilds assessment and policy issues. Specifically, the document includes sections on: The centre and qualification approval process Assessment, internal quality assurance and examination roles at the centre Registration and certification of candidates Non-compliance Complaints and appeals Equal opportunities Data protection Management systems Maintaining records Assessment Internal quality assurance External quality assurance. Our Quality Assurance Requirements encompasses all of the relevant requirements of key regulatory documents such as: Regulatory Arrangements for the Qualifications and Credit Framework (2008) SQA Awarding Body Criteria (2007) NVQ Code of Practice (2006) and sets out the criteria that centres should adhere to pre and post centre and qualification approval. Access to Assessment & Qualifications provides full details of the arrangements that may be made to facilitate access to assessments and qualifications for candidates who are eligible for adjustments in assessment. The centre homepage section of the City & Guilds website also contains useful information such on such things as: Walled Garden: how to register and certificate candidates on line Qualifications and Credit Framework (QCF): general guidance about the QCF and how qualifications will change, as well as information on the IT systems needed and FAQs Events: dates and information on the latest Centre events Online assessment: how to register for e-assessments. QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( ) 51

54 City & Guilds Believe you can 52 QCF Level 1 Certificate in Introduction to the Contact Centre Industry ( ) / SCQF Level 4 Certificate in Introduction to the Contact Centre Industry ( )