Application
This unit describes the performance outcomes, skills and knowledge required to interact with customers using online communication tools. It requires the ability to provide information to customers, handle customer difficulties, and provide customer service and support in an online environment.
It applies to individuals who interact with customers online in a diverse range of businesses with an online presence. They operate with some independence, 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. Communicate with customers online. | 1.1. Use digital communication tools to communicate with customers online according to organisational online customer service standards and procedures. 1.2. Communicate with customers online using appropriate communication styles and within designated response times. 1.3. Use correct spelling and grammar when communicating with customers in written form. 1.4. Identify and take opportunities to improve customer experience within scope of own responsibility. 1.5. Promote customer loyalty and repeat business when communicating with customers online. 1.6. Request referrals, ratings and user-generated content from customers. 1.7. Monitor customer demand for products and services and inform relevant personnel to ensure customer needs are met. 1.8. Record customer interactions and feedback according to organisational policies and procedures. 1.9. Make suggestions for improved customer service standards and procedures to relevant personnel. |
2. Respond to customer difficulties online. | 2.1. Identify customer difficulties and provide required support. 2.2. Identify customer dissatisfaction and take action to avoid escalation. 2.3. Follow organisational online customer service standards and procedures to respond to customer complaints. 2.4. Refer complex customer complaints to relevant personnel for action. 2.5. Maintain a professional manner during online customer interactions. 2.6. Identify consistent and potential customer difficulties and report to relevant personnel to minimise future customer dissatisfaction. |
3. Process online refunds and exchanges. | 3.1. Identify reasons for refunds and exchanges, and offer a replacement or alternative product or solution to maximise sales opportunities. 3.2. Process online refunds and exchanges according to organisational policies and procedures. |
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:
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.
Evidence of Knowledge
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.
Assessment Conditions
Skills must be demonstrated in a service industries environment. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
relevant documentation:
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 service issues
information technology hardware and software
online communication tools
online information systems
online customers with whom the individual can interact. 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 | |
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 |
Self-management skills to: | maintain professionalism in difficult situations related to customer complaints. |
Technology skills to: | use online technology and tools to communicate with customers. |
Sectors
Cross-Sector
Competency Field
Customer Engagement