Understanding the Organisation
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1 Workbook 1 Understanding the Organisation Communication Products Expectations Organisations Services Policies Level 2 Certificate in Customer Service Knowledge
2 These workbooks deal with the skills and knowledge that are needed in customer service roles. When working through the examples, activities and assessments, please base your answers on any of the following: a customer service role you have in your current job a customer service role from a previous job an organisation that is familiar to you an organisation that you have researched Introduction to Customer Service We all know when we have received bad customer service when sales assistants are too busy chatting to serve us, when staff in a restaurant or store are rude and unfriendly, when the call centre puts us on hold for half an hour, or when our complaints are handled badly. But what is good customer service? Customers have expectations. They want an efficient and polite service before, during and after a transaction (buying or using products or services). They want good quality products and services, and they want any complaints and problems to be dealt with promptly and efficiently. They want their opinion to matter. Good customer service meets these expectations. An organisation needs to offer good customer service at all times if it wants to survive and thrive. If the customers are satisfied with the products or services, they return and they recommend the organisation to others. Quite simply, this keeps the organisation alive and means that employees jobs are safer. The organisation s staff give good customer service The organisation employs more staff, and trains them well in customer service Customers expectations are met and they are happy with the product or service The organisation generates more products and services to cope with demand Customers come back and buy/ use the products or services again, and they recommend them to others 4 L4W 2012
3 Different sector organisations Please read the following as it will help you to answer questions 1 and 2. Products are things that are manufactured or produced such as food, cars, magazines or furniture. A service is the action of helping or doing work for someone. Organisations are either in the commercial sector, the public sector or the third sector, and they may provide either products or services, or a mixture of both. The commercial sector This is often called the private sector. It includes organisations in the retail, hospitality, transport, finance, technology, manufacturing and leisure industries e.g. shops, pubs, hotels, gyms, private bus companies, financial and legal services, factories and workshops. Some of these industries make products (such as furniture or food) and some of them offer services (such as fitness training or legal advice). Many businesses offer products and services food cooked and served in cafes by staff, for example. The organisations can be small businesses with only one or two members of staff, or large multi-national companies that employ many thousands of people. In order to hold on to existing customers, and attract new ones, income must be generated in order for the business to survive. The focus of customer service is on sales and after-sales service, supporting the customer before, during and after the purchase. For example, a small pub owned by a family provides products and services, and they take care of their customers: before choosing the drinks and menus that their usual and new customers want; advertising and marketing the meals and drinks on offer in a way that pleases new and old customers; being polite on the telephone when taking bookings during taking care of customers expectations by providing excellent food, drink and service; dealing with any problems or complaints politely and effectively; making the customers feel welcome after asking for feedback from the customers to make sure that they were satisfied with everything; taking the customers comments seriously; passing on the information to the managers to make changes if necessary; leaving customers feeling valued and welcome in the future Workbook 1 5
4 The public sector This sector includes organisations such as the NHS, police, fire service, housing departments, HM Revenue and Customs, armed forces, local councils, schools and colleges. They provide a variety of services to the public, e.g. healthcare, security services, education classes, rubbish collection. They often have to generate income and handle budgets, but they are not necessarily profit-making. The focus of customer service is on quality and level of service that is provided. As public sector organisations are funded by the public, customer service is constantly being reviewed, to make sure that it satisfies the needs of the public: before by planning the levels of services that are needed, e.g. the number of hospital beds or police officers needed for the size of the town during by providing the actual services, e.g. collecting recycling weekly, dealing with housing benefit claims, collecting taxes after by reviewing the service provided and making changes if necessary The third sector This sector includes voluntary and not-for-profit organisations. They are also known as social enterprises and include charities, community groups, trusts or cooperatives. They can provide products or services, and they are often involved with selling products to raise money, e.g. items for sale in a charity shop or counselling services. The focus of customer service is on supporting individuals and groups, helping them rather than selling to them. When there are retail outlets to raise funds, third sector organisations also focus on the sales and after-sales elements of customer service. An example would be a charity that runs hospices for the terminally ill. It will raise money through donations, selling donated and purchased items in its charity shops, and from fundraising activities. It will support people in need and provide a wellequipped building and offer healthcare, nursing and specialist support, counselling for the patients and families, and bereavement counselling and support. It will work closely with the NHS, especially the GP surgeries, to coordinate care and support. 6 L4W 2012
5 A broad range of jobs with a customer service role The customer service role applies to virtually every industry, business, government agency, local authority, charity and not-for-profit organisation. There are customer service advisors who deal with customers queries and complaints full-time in call centres or retail outlets. There are sales staff in retail and manufacturing who offer customer service as part of their job. In catering and hospitality, customer service is a huge part of the role in hotel and restaurant jobs. In healthcare, the civil service and local councils, staff offer customer service in many different ways, from working on the reception desk to dealing with a variety of issues with members of the public. Below are some sample texts taken from advertisements for jobs in customer service roles. 1) Customer Service Officer in a bank (commercial/private sector) Based in a branch, you ll the be the first point of contact for customers, helping them find the products and services which are right for them, as well as maintaining good relationships to encourage future sales. Each week, we ll expect you to generate a minimum number of sales leads, book a set number of appointments and handle a quota of customer queries. It s also vital that you follow closely all our legal compliance procedures and you must also adhere to the [bank s] values, in interaction with both customers and colleagues. You ll meet and greet customers in your branch, dealing with their queries and concerns and providing the help they need. You will either offer the appropriate product or service yourself, or introduce the customer to a colleague who ll be able to advise them further. 7
6 Reputation Procedures Disclaimer Every effort has been made to ensure that the information contained within this learning material is accurate and reflects current best practice. All information provided should be used as guidance only, and adapted to reflect local practices and individual working environment protocols. All legislation is correct at the time of printing, but is liable to change (please ensure when referencing legislation that you are working from the most recent edition/amendment). Neither Learning for Work (L4W); nor their authors, publishers or distributors accept any responsibility for any loss, damage or injury (whether direct, indirect, incidental or consequential) howsoever arising in connection with the use of the information in this learning material. Copyright 2012 All rights reserved. All material contained within this manual, including (without limitation): text; logos; icons; and all other artwork is copyright material of Learning for Work (L4W), unless otherwise stated. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior permission of the copyright owners. If you have any queries, feedback or need further information please contact: Learning for Work (a trading arm of Learning at Work Ltd). Pure Offices, 1 Broad Gate, The Headrow, Leeds LS1 8EQ info@learning-work.co.uk L4W-QCF-CSKv3
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