Use customer service as a competitive tool D/601/1228 Learner name: Learner number:
VTCT is the specialist awarding body for the Hairdressing, Beauty Therapy, Complementary Therapy and Sport and Active Leisure sectors, with over 45 years of experience. VTCT is an awarding body regulated by national organisations including Ofqual, SQA, DCELLS and CCEA. VTCT is a registered charity investing in education and skills but also giving to good causes in the area of facial disfigurement. Statement of unit achievement By signing this statement of unit achievement you are confirming that all learning outcomes, assessment criteria and range statements have been achieved under specified conditions and that the evidence gathered is authentic. This statement of unit achievement table must be completed prior to claiming certification. Unit code Date achieved Learner signature Assessor initials IV signature (if sampled) Assessor tracking table All assessors using this Record of Assessment book must complete this table. This is required for verification purposes. Assessor name Assessor signature Assessors initials Assessor number (optional)
Use customer service as a competitive tool Customer service contributes to an organisation s competitive position. Customers of many organisations have choice about the services or products they use and who supplies them. Often the technical features and cost of the service or product are almost identical. If this is the case, the quality of the customer service offered makes all the difference about which supplier the customer chooses. This unit is about how you can play your part in ensuring that your organisation makes the best possible use of the competitive advantage that can be gained from offering superior customer service. It covers how you use customer service as a tool to compete effectively with other providers of similar services and products. The unit is not for you if your organisation does not compete actively with others. _v3
NOS A14 Level 3 Credit value 8 GLH 53 Observations 1 External paper(s) 0
Use customer service as a competitive tool Learning outcomes On completion of this unit you will: 1. Be able to organise customer service to gain a competitive advantage 2. Be able to deliver a competitive service 3. Understand how to use customer service as a competitive tool Evidence requirements 1. Your evidence should be collected when carrying out a real job, whether paid or voluntary, and when dealing with real customers, whether internal or external to the organisation. Evidence collected in a realistic working environment or a work placement is not permissible for this unit. Simulation is not allowed for any performance evidence within this unit. 2. You may collect the evidence for the unit through work in a private sector organisation, a not-for-profit organisation or a public services organisation. 3. You must provide evidence that shows you have done this over a sufficient period of time with different customers on different occasions for your assessor to be confident that you are competent. 4. You must provide examples of when the benefits of using customer service as a competitive tool enjoyed by customers are: tangible in that they can be measured intangible in that they are represented solely by feelings and perceptions of the customer experience. 5. Your evidence must include examples of competitive analysis involving: direct competitors competitors offering substitute services or products. 6. Your evidence must include examples of when you have used customer service actions as a competitive tool to attract or maintain: loyal customers customers returning from competitors new customers. 7. There is no external paper requirement for this unit. 3
Achieving observations and range Achieving observation outcomes Your assessor will observe your performance of practical tasks. In addition to your observation, you must provide evidence that shows you have carried out this unit s outcomes over a sufficient period of time with different customers on different occasions for your assessor to be confident that you are competent. Achieving range The range section indicates what your portfolio must include. Your assessor will document the portfolio reference once a range has been competently achieved. Criteria may not always naturally occur during a practical observation (i.e. planning, accessing sources of information etc.). In such instances you will be asked to produce other forms of evidence to demonstrate competence. The portfolio reference for this information will be recorded by your assessor. Your assessor will sign off an outcome when all criteria have been competently achieved. 4
Observations Outcome 1 Be able to organise customer service to gain a competitive advantage You can: a. Develop your own and colleagues understanding of the services and products offered by your organisation b. Define your organisation s service offer and the ways in which it compares with those of your competitors c. Set an example for colleagues and present an image to your customers that reinforces your organisation s service offer Competent performance observed (assessor initials) Portfolio reference d. Encourage customer service actions that create and develop customer loyalty Date outcome achieved Learner signature Assessor initials 5
Outcome 2 Be able to deliver a competitive service You can: a. Take positive actions and encourage colleagues to take actions that provide individual customers with added value within your organisation s service offer b. Remind customers about your service offer and the extra benefit it provides over those of your competitors Competent performance observed (assessor initials) Portfolio reference c. Offer additional technical advice to customers within your organisation s service offer d. Show awareness of the financial implications of any added value actions that you or your colleagues might offer e. Meet customer service targets to ensure that customers see the benefit of dealing with you rather than with a competitor f. Re-direct customers to other service providers without offence when their expectations cannot be met by the organisation s service offer g. Ensure that customers who have shown a previous interest in repeat and additional services are reminded of this h. Encourage colleagues to offer complementary services and products when customer satisfaction indicates that customers would be interested in them Date outcome achieved Learner signature Assessor initials 6
Range Your portfolio must include: Examples of when the benefits of using customer service as a competitive tool enjoyed by customers are Portfolio reference tangible in that they can be measured intangible in that they are represented solely by feelings and perceptions of the customer experience Examples of competitive analysis involving Portfolio reference direct competitors competitors offering substitute services or products Examples of when you have used customer service actions as a competitive tool to attract or maintain Portfolio reference loyal customers customers returning from competitors new customers 7
Developing knowledge Achieving knowledge outcomes You will be guided by your tutor and assessor on the evidence that needs to be produced. Your knowledge and understanding will be assessed using the assessment methods listed below: Where possible your assessor will integrate knowledge outcomes into practical observations through oral questioning. Observed work Witness statements Audio-visual media Evidence of prior learning or attainment Written questions Oral questions Assignments Case studies 8
Knowledge Outcome 3 Understand how to use customer service as a competitive tool You can: Portfolio reference / Assessor initials* a. Identify the factors that lead to customers belief that they are enjoying value for money b. Describe the services and products offered by your organisation c. Describe the services and products offered by competitors d. Identify the features and benefits of services and products that are seen by customers as added value e. Explain the purpose of adding non-chargeable items to the service offer in order to impress customers and develop customer loyalty f. Explain how to portray a positive image that reinforces your organisation s competitive position g. Explain your organisation s customer service targets and cost implications of added value actions to improve the organisation s competitive position h. Describe complementary services and products that may be of interest to your customers * Assessor initials to be inserted if orally questioned. 9