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Elements and Performance Criteria

1. Communicate with customers online.
   • Use digital communication tools to communicate with customers online according to organisational online customer service standards and procedures.
   • Communicate with customers online using appropriate communication styles and within designated response times.
   • Use correct spelling and grammar when communicating with customers in written form.
   • Identify and take opportunities to improve customer experience within scope of own responsibility.
   • Promote customer loyalty and repeat business when communicating with customers online.
   • Request referrals, ratings and user-generated content from customers.
   • Monitor customer demand for products and services and inform relevant personnel to ensure customer needs are met.
   • Record customer interactions and feedback according to organisational policies and procedures.
   • Make suggestions for improved customer service standards and procedures to relevant personnel.
2. Respond to customer difficulties online.
   • Identify customer difficulties and provide required support.
   • Identify customer dissatisfaction and take action to avoid escalation.
   • Follow organisational online customer service standards and procedures to respond to customer complaints.
   • Refer complex customer complaints to relevant personnel for action.
   • Maintain a professional manner during online customer interactions.
   • Identify consistent and potential customer difficulties and report to relevant personnel to minimise future customer dissatisfaction.
3. Process online refunds and exchanges.
   • Identify reasons for refunds and exchanges, and offer a replacement or alternative product or solution to maximise sales opportunities.
   • Process online refunds and exchanges according to organisational policies and procedures.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

identify customer requirements and provide online customer service to address requirements, across four different online customer interactions

provide service to the above customers following organisational online customer service standards and procedures

follow organisational customer service standards and procedures to:

resolve a customer complaint

resolve a customer difficulty

process an online refund

process an online exchange

make suggestions for improved online customer service standards and procedures.

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Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

key legal and ethical considerations as related to online customer service provision:

Australian Consumer Law

privacy

organisational policies and procedures:

processing refunds and exchanges online

recording customer information

organisational online customer service standards:

response times

communication styles

handling customer complaints

reporting customer services issues

key aspects of online communication:

written communication techniques

appropriate communication styles

role and use of tone in written communication

maintaining brand integrity

common causes of customer complaints and difficulties in an online environment

online customer service provision and techniques for:

identifying customer dissatisfaction

handling customer complaints

handling customer difficulties

generating customer loyalty

building rapport with customers

seeking referrals and user generated content

role and impact of customer feedback in an online environment:

positive feedback

negative feedback

commercial impact of:

unresolved customer complaints

customer dissatisfaction

refunds and exchanges.

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