Address customer needs

This unit describes the performance outcomes, skills and knowledge required to manage the ongoing relationship with a customer, which includes assisting the customer to articulate their needs, meeting customer needs and managing networks to ensure customer needs are addressed. The customer relationship would typically involve direct interaction a number of times over an extended period.This unit is appropriate to workers who are expected to have detailed product knowledge in order to recommend customised solutions. They would be expected to apply organisational procedures and be aware of, and apply as appropriate, broader factors involving ethics, industry practice and relevant government policies and regulations.


This unit applies to workers required to be familiar with a product and service that varies widely and is capable of significant customisation.


Not applicable.

Elements and Performance Criteria

1. Assist customer to articulate needs

1.1 Ensurecustomerneeds are fully explored, understood and agreed

1.2 Explain and match available services and products to customer needs

1.3 Identify and communicaterights and responsibilities of customersto the customer as appropriate

2. Satisfy complex customer needs

2.1 Explain possibilities for meeting customer needs

2.2 Assist customers to evaluate service and/or product options to satisfy their needs

2.3 Determine and prioritise preferred actions

2.4 Identify potential areas of difficulty in customer service delivery and take appropriate actions in a positive manner

3. Manage networks to ensure customer needs are addressed

3.1 Establisheffective regular communicationwith customers

3.2 Establish, maintain and expand relevant networks to ensure appropriate referral of customers to products and services from within and outside the organisation

3.3 Ensure procedures are in place to ensure that decisions about targeting of customer services are based on uptodate information about the customer, and the products and services available

3.4 Ensure procedures are put in place to ensure that referrals are based on the matching of the assessment of customer needs and availability of products and services

3.5 Maintain records of customer interaction in accordance withorganisational procedures

Required Skills

Required skills

communication skills to relate to people from diverse backgrounds and people with diverse abilities.

information management skills to summarise information verbally and nonverbally

literacy and numeracy skills to:

interpret product and service features or sales data

read a variety of texts to prepare general information and papers

summarise information obtained from a variety of verbal and non-verbal sources

write formal and informal text

numeracy skills to analyse data, and to compare time lines and promotional costs against budgets

problemsolving skills to develop solutions unique to a customer

selfmanagement skills to:

comply with policies and procedures

seek learning and development opportunities.

Required knowledge

key provisions of relevant legislation from all levels of government that may affect aspects of business operations, such as:

antidiscrimination legislation

ethical principles

codes of practice

privacy laws

environmental issues

occupational health and safety

organisational procedures and standards for customer service relationships

detailed product and service knowledge which may:

be of significant breadth so as to propose alternative products and services, or

of significant depth so as to propose variations within a limited product and service range.

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

assisting customers to articulate their needs

documenting processes used and customer satisfaction with the products/services offered

assisting customers to address their needs.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

access to office equipment and resources

examples of products/services and promotional strategies.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

review of documentation prioritising preferred actions

analysis of responses to case studies and scenarios

demonstration of techniques

observation of presentations

assessment of written reports

evaluation of communication established with customers

review of customer interaction records.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Customersmay include:

customers with routine or specific requests

in person, computerbased and telephone customers

internal and external customers

people from a range of social, cultural or ethnic backgrounds

people who may be unwell, drug affected or emotionally distressed

people with varying physical and mental abilities

regular and new customers.

Rights and responsibilities of customersmay include:

fulfilment of external obligations

informed consent.

Effective regular communicationmay include:

giving customers full attention

handling sensitive and confidential issues

maintaining eyecontact (for facetoface interactions), except where eyecontact may be culturally inappropriate

speaking clearly and concisely

using active listening techniques

using appropriate language and tone of voice

using clearly written information/communication

using nonverbal communication e.g. body language, personal presentation (for facetoface interactions)

using open and/or closed questions.

Products and servicesmay include:

either products or services




private or public sets of benefits.

Organisational proceduresmay include:

procedural manuals

quality systems, standards and guidelines.


Stakeholder Relations – Customer Service

Employability Skills

This unit contains employability skills.

Licensing Information

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.