Hab Introductory Certificate In Customer Service (Service Sector) Acetates

H O S P I T A L I T Y A W A R D I N G B O D Y QCA Accreditation No. 100/3211/3

H O S P I T A L I T Y A W A R D I N G B O D Y Introductory Certificate in Customer Service (Service Sector) v1.4 (acetate) 2QCA Accreditation No. 100/3211/3

Introductory Certificate in Customer Service (Service Sector)

The Introductory Certificate in Customer Service (Service

Sector) is suitable for the following sectors:

• Hair and Beauty

• Leisure

• Retail, and

• Travel and Tourism


By the end of the qualification you should be able to:

• Understand the importance of the provision of good customer

service

• Identify customer and organisational needs and expectations in

respect of service levels

• Describe the differences between strong and weak customer

service

• Recognise how to present a professional image

• Identify the techniques used to handle customer complaints

Objectives


Module 1 Introduction to Customer Service

What is service

Why is it important

Identifying customer needs

Module 2 Effective Communication Skills

Ineffective Communication skills

Questioning and listening techniques

Telephone Techniques

Content


Module 3 Presenting a positive professional image to customers

Presenting a positive attitude and image

Identifying and using appropriate body language

Module 4 Handling Customer Complaints

Resolving Customer Problems

Resolving difficult customer situations

Handling complaints positively

Content continued


What is service?

Customer Service is all about:

• complying with Hygiene, Health and Safety laws

• providing customers with what they want

• offering consistent levels of service

• trying to exceed and not just meet expectations

• fulfilling all customer needs

• going out of your way to delight customers


Customer service

Companies who provide excellent service:

• exceed the expectations of their customers

• treat customers with respect

• do not just aim to satisfy – they aim to delight

• provide solutions to problems

• consistently deliver outstanding service to their customers

• make customers feel that they are the most important part of their business …… which they are


Why is service important?

• Intense competition

• Customers have a choice

• It is the only thing that can make us different from our competitors

• Satisfied and delighted customers will come back • Dissatisfied customers will not come back


Customer service as a competitive tool

Customer service can make the difference by staff being:

• welcoming

• helpful

• knowledgeable

• courteous

• willing to listen

• willing to deal with problems


Key benefits of good customer service

• Customers keep coming back

• Customers buy more

• Customers can create new opportunities

• Customers can create new leads

• Customers develop loyalty

• Increase in sales

• Increased profitability

• Free advertising and PR


Quality service delivers

• “Nobody does it better”!

• “The very best of service”!

• “On time – every time”!

• “You can’t beat our service”!


External customers – who are they?

• The client arriving for the haircut

• The family booking a holiday

• The man arriving for a suit fitting

• The client wanting new carpets fitted

• The client wanting to have new spectacles

• Anybody who wants to buy products or services from your organisation!


Internal customers – who are they?

• The receptionist

• The operations manager

• The sales representative

• The retail assistant

• The secretary

• Anybody who works for the organisation


The benefits of serving internal customers well

Staff who:

• are better motivated

• are well trained and keen to help

• are keen to do their job well

• aim to provide customer delight

• realise the importance of the customer

• are more effective

• listen and communicate effectively


Looking after customer service staff properly

• Train staff

• Communicate with staff

• Keep a safe and healthy work environment

• Keep them happy in their work

• Give them rewarding jobs to do

• Be fair to them

• Be considerate of their needs

• Pay them well


Drawbacks of not serving internal customers well

• Communication difficulties arise

• Workers become frustrated

• Lack of co-operation between internal staff and departments

• Time wasting

• Ineffective working practices

• Stressed employees

• Poor quality of work


Drawbacks of not serving external customers well

• A increase in the number of complaints

• A drop in sales

• A decline in profits

• Customers will go somewhere else

• Customers will tell others that they are not happy


How to promote good customer service

• View customers as the most important part of your job

• Work in a safe and organised way to avoid accidents

• Be responsive to the needs of customers

• Give customers your undivided attention

• Develop a customer friendly attitude

• Solve customer problems

• Always check if there is more you can do


They:

• expect the core service to meet their needs for quality • expect polite treatment at all times – even when they are being

difficult

• need to see attention is being paid to their requests

• want to feel their needs are important

• do not want to hear “No” or “I don’t know”

• want to feel secure in the knowledge that you have all the answers and solutions

Identifying needs and customers expectations


Customers expectationsThey:• want mistakes admitted to and rectified

• expect promises that are made to be honoured

• expect to be treated with respect

• need to have time given to them for explanations

• need to know when a problem arises

• expect you to know about your job and your company

• expect you to be able to answer questions

• expect you to find solutions to their problems


Your expectations (activity 2)

You:• expect that you will receive full training

• need to learn about the products and services you provide

• need to understand the systems and procedures for dealing with customers

• expect to be supported by your Manager

• need to be treated fairly by the customer


Organisation’s expectations (activity 2)

To:

• meet the organisation's customer service policy

• consistently deliver service standards

• meet standards laid down in standards manuals

• follow service procedures

• meet legal standards related to the delivery of service

• project a positive image at all times when dealing with customers


Creating and maintaining a safe and healthy environment

• Health And Safety At Work Act 1974

• Dealing with hazardous waste and substances

• Hazardous materials

• Noise pollution

• Hygiene standards


Employer responsibilities for health and safety

Employers have specific duties under the 1974 act:

• All systems must be safe

• The working environment must be well lit, well ventilated, hygienic and at the appropriate temperature

• All plant and equipment must be kept to the necessary standard


Employee responsibilities for health and Safety

Under the 1974 act employees should:

• take reasonable care of him or herself and others

• allow the employer to carry out his or her duties in respect of creating a safe working environment

• not interfere intentionally or recklessly with any machinery or equipment


Some things you can do to help with health and safety

• Ensure the equipment you use is properly maintained

• Ensure the temperature in your work areas is adequate

• Always ensure that work areas and passage ways are free from rubbish

• Ensure there are no objects that could fall and hurt a customer

• Ensure you wear suitable clothing

• Ensure you know all of the fire regulations


What happens when health and safety goes wrong!

• Customers will seek compensation for their injury

• It can damage a companies reputation

• It can create unhygienic environments where infection can spread

• It can be disruptive

• It can be costly


Effective communications

• Increases quality of service

• Saves time

• Improves customer service

• Avoids misunderstandings

• Builds good relationships

• Creates a positive atmosphere

• Encourages open discussion

• Allows for achievement of goals


Ineffective communications

• Hampers relationships

• Wastes time

• Affects customers and colleagues

• Destroys morale

• Creates a negative atmosphere

• Builds a negative reputation

• Hampers achievement of goals


Barriers to communication

• Physical noise

• Technical noise

• Language

• Bias

• Body Language


How to develop effective communications

When communicating we want to:

• be listened to

• be understood

• have our ideas accepted

• have some action taken as a result


Question technique

Open Questions

Who - What - Why - Where - How - When

Closed Questions

Do you?, Are you?, Is it?, Have you?

Reflecting Questions

To summarise and check back


Listening

• Look at people

• Turn off negative thoughts

• Lean towards people

• Start with the first word

• Think of speed

• Do not interrupt

• Nod

• Ask Questions

• Stick to the subject

• Use their name and use

“you”


Use of communication in service settings

7% - actual words

38% - voice, tone, pitch, pace and quality

55% - body language


Use of voice in communication settings

• Avoid use of harsh or high pitched tones

• Speak in a clear, calm voice

• Avoid over usage of your own voice

• Keep your voice steady and level

• Do not let your voice rise and show frustration


Why use the phone?

• To assist in providing customer service

• To take bookings

• To make arrangements

• For information gathering

• Looking for customers

• Solving customer problems


Answering:

• Smile … as you answer the phone

• Aim to answer within 4 rings

• Offer a greeting – as appropriate

• Avoid asking people to hold

Telephone standards


Answering:

• Say “Company / Department / Your Name”

• Offer help e.g. “How may I help you?”

• If you do not answer within 4 rings say to the caller “Thank you for waiting”

Telephone standards continued


Transferring:

• Explain to the caller why the call is being transferred and to whom you are transferring

• Explain to the person you are transferring to, the caller’s name, and what the call is about - be factual but not emotional

• Use the caller’s name



Transferring:

• If no-one answers offer to:

• transfer to another person / department

• attempt to deal with it yourself (if appropriate)

• put the call back to switchboard / take a message

• Take ownership



Taking Messages:

• Respond to all messages ….. however difficult

• If someone is not available, explain positively why the person is not available – offer to take a message



Taking Messages:

• When taking a message take all the details and repeat the message and any information back to the caller :

– Name

– Telephone Number (including STD Code and extension as appropriate)

– Brief message

– Name of the person / section the message is for

– Time and date of the call

• Take personal responsibility to make sure messages are passed on quickly to the correct person / section



First impressions

You never get a

second chance

to make a

first impression


Someone who makes things happen?

Someone who watches things happen?

Someone who wonders what happened?

Attitudes – who are you??


Negative thinking

I’m trying to do my paperwork lets hope he is dealt with soon

Oh No – it’s Mr Jones

again

If I keep looking at the screen

someone else can deal with him

He can be so difficult and demanding


Positive thinking

Wouldn’t it be great if everyone

was like her

Oh - it’s Mrs Evans -

haven’t seen her for a

while

It’s a pleasure to

deal with her

She’s always got a smile for everyone


Attitude and behaviour

Professional

Show Understanding

Be Patient


Professional image

Acknowledge

Smile

Apologise

Friendly – welcoming – well mannered

Use names

Listen

Ask questions

Reassure them


Take responsibility!

• Be enthusiastic

• Be confident

• Be welcoming

• Be helpful

• Be polite

• Show you care

• Comply with hygiene, health and safety guidelines


Use of communication in service settings

7% - actual words

38% - voice, tone, pitch, pace and quality

55% - body language


Appearance:

• Personal grooming and uniform standards

• Your work area

Eye contact:

• Look at people

• Shows you are interested

Projecting a positive image


Facial expressions:

• Look positive

• Look natural

Posture and gestures:

• What impression are they creating?

Personal space:

• How comfortable are you?

Projecting a positive image continued


Negative / inferior behaviour

• Wobbly speech

• Slow speech

• Worried expressions

• Evasive looks downwards

• Defensive – arms crossed

• Mouth covered with hand

• Keeping a distance


Aggressive / superior behaviour

• Harsh voice

• Rapid speech

• Extremes of expression

• Excessive eye contact

• Dominant posture

• Finger wagging / jabbing

• Invasions of a persons space


REMEMBER!!

First Impressions

You never get a second chance

to make a first impression


Handling complaints

What are they?

An opportunity:

• to make things right

• to turn dissatisfied customers into delighted customers

• to show you care

• to turn complainers into ambassadors


What causes conflict and makes people complain?

• Misunderstandings

• Personality Factors

• Expectations

• Lack of communication

• Frustration

• De-motivated and unhappy people

• Stress

• Personal Circumstances


Internal factors that create external tensions

• Too much work and not enough people

• Disputes about authority – i.e. who is in charge?

• Personal differences between staff and management

• Personal friction – fall-outs in the workplace

• Lack of communications – management do not tell staff what is going on.


Did you know…………….?

• 96% of dissatisfied customers do not go back and complain

• Tell 7 other people how bad you are

• 13% will tell at least 20 others

• 90% will never return


The benefits of complaints

Complaints:

:• mean there is room for improvement

• can be a valuable source of information

• can help companies do things better!


How to encourage complaints – Ask customers questions!

• Is that everything you need Sir?

• Is everything to your satisfaction?

• How can I be of service Madam?

• Are you happy with the way in which that is packed Sir?


Methods of obtaining feedback

• Happy sheets

• Short questionnaires

• Providing a reward

• By using mystery shoppers


Listening

Actively show you are listening

Empathy

Show that you do care and are concerned

Agreeing on Common Ground

Find something to agree with

Calming customers


Listen

Apologise

Solve

Thank

Make the most of your LAST chance!

Handling complaints


Other hints and tips

• Keep customers informed of progress on the complaint• Avoid defensive behaviour• Deal with each complaint on an individual basis• Use appropriate body language at all times• Use diplomatic phrases• Apologise!• Use effective listening skills• Be positive and inform customers of your actions


By the end of the qualification you should be able to:

• Understand the importance of the provision of good customer

service

• Identify customer and organisational needs and expectations

in respect of service levels

• Describe the differences between strong and weak customer

service

• Recognise how to present a professional image

• Identify the techniques used to handle customer complaints

Objectives


Test Section A (Scenario) Instruction

• Complete this section clearly using a pen

• Do not write on any part of the paper other than where you record your answers

• Make sure you understand how to complete this section prior to the test starting


Test Section B (True/False) Instruction

• Use the separate answer sheet provided

• Complete this section using only an HB Pencil. Do not use ink

• Mark your choice of answer with a horizontal line [–]

• Only erase mistakes. Crossing it out will mean it is marked incorrect

• Sign and date the answer paper in the space provided. This will be used by the test markers to enter your scores from Section A.

• Do not enter marks in the bottom section of the paper

• Do not make any marks in any other part of the paper other than the boxes [–] and your signature and date section. If you do, the marking machine will be unable to mark your paper thus affecting your score.

H O S P I T A L I T Y A W A R D I N G B O D Y QCA Accreditation No. 100/3211/3

www.hab.org.ukHospitality Awarding Body 2nd Floor, Armstrong House, 38 Market Square Uxbridge, Middlesex UB8 1LH

telephone 0870 060 2550 fax 0870 060 [email protected]

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