Application
This unit describes the performance outcomes, skills and knowledge required to provide professional and personalised customer service experiences. It requires the ability to determine and meet customer preferences, develop customer relationships, respond to difficult service situations, and take responsibility for resolving complaints.
The unit applies to those who deal directly with customers on a daily basis and who operate independently or with limited guidance from others. It includes senior frontline sales personnel, supervisors and managers who use discretion and judgement to provide quality customer service experiences.
This includes individuals working in a range of tourism, travel, hospitality and events contexts.
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. Provide a quality service experience. | 1.1.Determine and confirm customer preferences, needs and expectations. 1.2.Advise customers about appropriate products and services to meet their needs. 1.3.Anticipate customer preferences, needs and expectations throughout the service experience. 1.4.Promptly provide products and services with professional and personalised service to meet individual preferences. 1.5.Offer extras and add-ons and provide tailored and additional products and services. 1.6.Check actioning of special requests before customer delivery. 1.7.Liaise with team members and suppliers to ensure efficient service delivery. 1.8.Share customer information with team members to ensure quality service. |
2. Proactively respond to difficult service situations. | 2.1.Identify problems with products and services and take immediate action to address before provision to customer. 2.2.Anticipate delays in product and service provision and regularly update customer on expected outcomes. 2.3.Advise customers of alternative products and services. 2.4.Proactively compensate for service difficulty in line with own level of responsibility and organisational policy. 2.5.Provide ongoing internal feedback on service issues and suggest improvements. |
3. Resolve customer complaints. | 3.1.Use questioning techniques to establish and agree on nature, possible cause, and details of the complaint. 3.2.Assess impact on customer. 3.3.Take responsibility for resolving complaints in a professional manner and using communication techniques to assist in their management. 3.4.Determine options to resolve complaints and promptly analyse and decide on optimal solutions, taking organisational constraints into account. 3.5.Act swiftly to resolve complaints and prevent escalation, in consultation with customer and to customer satisfaction. 3.6.Turn complaints into opportunities to demonstrate high quality customer service. 3.7.Provide internal feedback on customer complaints and feedback and required follow-up in order to avoid future occurrence. 3.8.Review and evaluate complaints and solutions to enhance response to future issues. |
4. Develop customer relationships. | 4.1.Promote repeat business by offering promotional services according to individual empowerment and organisational policy. 4.2.Maintain customer profiles to enhance service delivery. 4.3.Provide personalised service to customers in a professional manner that builds repeat business. 4.4.Provide tailored products and services based on customer profile. |
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 professional and personalised customer service experiences to two different internal and two different external customers to meet requirements
demonstrate procedures to respond to and resolve three different customer complaints according to organisational policies and procedures
demonstrate effective communication with the above internal and external customers, including any with special needs
seek formal and informal feedback from customers on quality of above service
provide above service to above customers in line with organisational customer service standards and within designated organisational response times.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
principles and benefits of enhanced customer service experiences and positive communication
techniques to anticipate customer preferences, needs and expectations throughout the service experience
conflict resolution techniques
methods for enhancing service delivery in response to staff and customer feedback
various extras and add-ons to enhance the customer experience:
additional destinations
additional tours or cruises
cocktails and liqueurs to enhance the dining experience
coordination services at events and conferences
entrance to events, festivals and entertainment scheduled during customer stay at destination
entrance to major attractions at destination
extra food items
flight fuel emissions offset fee
local guiding services
optional meals and dining experiences
prepayment of baggage charges
prepayment of in-flight meals
pre-travel seat selection
private car transfers in lieu of regular transportation options
special offers or packages
specialised styling for events
storage for luggage after check-out
travel insurance
upgraded accommodation and flights
wine or boutique beers to match meals ordered
specific industry sector:
professional service standards and protocols for service industry personnel
attitudes and attributes expected by the service industries to work with customers
different customer service needs and expectations
types of customer loyalty programs
essential features and use of the customer databases
particular organisation:
designated response times for providing service and resolving complaints
customer service policies and procedures
complaint handling policies and procedures
promotional services offered
procedures for responding to the following common customer complaints:
incorrect pricing or quotes
delays or errors in providing products or services
misunderstanding of customer requests
escalated complaints or disputes
other team members or suppliers not providing special requests
misunderstandings or communication barriers
unmet expectations of, or problems or faults with, a service or product
methods of compensating dissatisfied customers:
negotiating with suppliers on customer behalf to gain reduced rates or extra services
providing some or all services:
free of charge
at reduced rate
providing:
discount vouchers to attend at a future time
inexpensive add-on products
small gifts
special attention during the service period
special customer service delivery on next attendance
factors to consider when determining compensation of dissatisfied customers:
financial constraints of the organisation
profitability of the sale
awareness of special needs, customs and practices of various social and cultural groups of customers in regards to:
modes of greeting, farewelling and conversation
body language and body gestures
formality of language
clothing
methods of collecting feedback:
formal:
surveys
interviews
structured questioning
informal:
observation
casual discussion
essential features, conventions and usage of different types of communication techniques and equipment.
Assessment Conditions
Skills must be demonstrated in an operational business environment where customers are served. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
computers and databases that manage customer profiles and promotional activities
organisational policies, procedures and templates relating to:
customer service standards
designated response times
presentation standards
procedures for dealing with customer complaints
customer surveys and feedback collection
recording and reporting customer feedback
internal and external customers with different cultural backgrounds and special service needs with whom the individual can interact; these can be:
customers in an industry workplace during the assessment process; or
individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.
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 organisational policies and procedures. |
Writing skills to: | record entries in customer service records. |
Oral communication skills to: | use probe questioning to determine customer needs, preferences and problems; clarify ambiguities; and adequately understand customer complaints. |
Numeracy skills to: | calculate the cost of products and services, estimate profitability, and consider the cost of customer compensation. |
Problem-solving skills to: | determine adequate and appropriate compensation for service or product difficulty. |
Technology skills to: | use computers and databases that manage customer profiles and promotional activities. |
Range Statement
Specifies different work environments and conditions that may affect performance. Essential operating conditions that may be present (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) are included. Range is restricted to essential operating conditions and any other variables essential to the work environment. | |
Organisational constraints must involve consideration of: | costs and budgets feasibility of providing the solution own authority to resolve the complaint policy and procedures profitability of the sale ultimate responsibility within the organisation. |
Sectors
Cross-Sector
Competency Field
Client and Customer Service