Application
This unit describes the performance outcomes, skills and knowledge required to build customer relationships and foster customer loyalty.
It applies to individuals working in frontline customer service roles in a diverse range of industry sectors and business contexts. They operate with independence and under limited supervision and guidance from others, and within established organisational policies and procedures.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Develop relationships with customers. | 1.1.Provide personalised service to customers in a professional manner that promotes repeat business. 1.2.Identify repeat business and acknowledge customer return. 1.3.Provide tailored recommendations for products and services based on known individual customer needs. |
2. Generate customer loyalty. | 2.1.Convert customers to brand advocates through exemplary customer service. 2.2.Inform customers of benefits associated with promotions and loyalty programs as required. 2.3.Identify trends in customer demands for products and services and communicate with relevant personnel to ensure availability. |
3. Deal with escalated customer complaints. | 3.1.Clarify information regarding escalated customer complaints referred from team members. 3.2.Take action to pacify customer maintaining a calm and professional manner. 3.3.Identify source of customer dissatisfaction and seek appropriate solutions in consultation with the customer. 3.4.Ensure the customer is satisfied with solutions and offer compensation in line with level of responsibility. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
provide current, accurate and relevant information and assistance to four different customers regarding the following to build customer brand loyalty:
promotional activities
products and services
brand or business customer benefits
identify trends in customer purchasing patterns and make recommendations that enhance customer service and loyalty
take appropriate action to resolve two escalated customer complaints.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
techniques for:
providing personalised extemporary customer service
anticipating customer preferences, needs and expectations throughout the service experience
building customer loyalty
resolving escalated customer complaints
pacifying dissatisfied customers
commercial benefits of building customer relationships and loyalty
industry and organisational:
professional service standards
attitudes and attributes expected when engaging with customers
different customer service needs and expectations
types of customer benefits
essential features and use of customer databases
key aspects of Australian consumer and privacy law as relevant to customer interactions.
Assessment Conditions
Skills must be demonstrated in a services industry environment. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
relevant documentation:
industry and organisational:
professional service standards
attitudes and attributes expected when engaging with customers
different customer service needs and expectations
types of customer benefits
current plain English regulatory documents distributed by government regulators for:
Australian Consumer Law
privacy law
customers; these can be:
individuals in an industry workplace, or
individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Foundation Skills
Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement. | |
SKILLS | DESCRIPTION |
Reading skills to: | interpret plain English documents that outline organisational policies and procedures relevant to customer service. |
Initiative and enterprise skills to: | identify and act on opportunities to enhance a customer’s experience. |
Sectors
Cross-Sector
Competency Field
Customer Engagement