This unit describes a key communication and customer service skill for those working within the floristry industry and applies to the full range of industry sectors and environments. The floristry business could be a retail, studio or online floristry business and service provision could be face-to face, via electronic means or over the telephone.
This unit underpins effective performance for all skills involving customer interaction. This unit applies to florists who operate with some level of autonomy or under limited supervision from others. It is undertaken by a diverse range of people such as retail floristry sales personnel, telephone sales agents, e-business sales personnel, studio florists, floral designers, florists involved in corporate or special events and owner-operators of small floristry businesses.
Elements and Performance Criteria
1. Communicate with customers.
1.1. Conduct communication with customers in a polite, professional and friendly manner.
1.2. Use language and tone appropriate to a given situation in both written and spoken communication.
1.3. Use appropriate non-verbal communication in all situations.
1.4. Observe and take into consideration non-verbal communication of customers.
1.5. Show sensitivity to cultural and social diversity.
1.6. Use active listening and questioning to facilitate effective two-way communication.
1.7. Select an appropriate medium of communication for the particular audience, purpose and situation, taking into consideration the characteristics of each medium and the relevant factors involved.
1.8. Use communication medium correctly and according to standard protocols and the organisation's procedures.
2. Maintain personal presentation standards.
2.1. Identify appropriate personal presentation in line with the organisation's requirements, work location, impacts on the potential range of customers, and the specific requirements for particular work functions.
2.2. Practice high standards of personal presentation at all times.
3. Provide service to customers.
3.1. Identify customer service needs and expectations correctly, including customers with special service needs, and provide appropriate level of service to meet their needs.
3.2. Meet all reasonable customer needs and requests within acceptable organisational timeframes.
3.3. Provide relay services to customers and ensure all special requests are met.
3.4. Identify and take all opportunities to enhance service quality.
4. Develop a customer relationship.
4.1. Proactively maintain contact with the customer until quotations and orders are complete.
4.2. Develop a rapport with and provide empathy and special assistance to the customer who is faced with special circumstances.
4.3. Promote repeat business by the offer of promotional services.
5. Respond to conflicts and customer complaints.
5.1. Identify potential and existing conflicts and seek solutions in conjunction with parties involved.
5.2. Recognise customer dissatisfaction promptly and take action to resolve the situation according to individual level of responsibility and the organisation's procedures.
5.3. Respond to customer complaints positively, sensitively and politely and in consultation with the customer.
5.4. Resolve or refer escalated complaints to the appropriate person according to individual level of responsibility and the organisation's policy and procedures.
5.5. Maintain a positive and cooperative manner at all times in dealing with customers.
communication skills including active listening and open and closed questioning to develop rapport and to determine and meet customers' special service requirements
communication skills to select and use appropriate verbal and non-verbal language to respond to different cultural and special service needs
literacy skills to read basic messages, notes, emails and faxes and to locate and understand specific information required by the customer
writing skills to produce basic clear and concise messages, notes, emails and faxes
telephone skills to correctly operate the equipment and to use correct vocal tone, pace and volume
techniques to identify and resolve conflict situations, customer complaints and misunderstandings within scope of responsibility.
protocol and service rituals of the floristry industry, differing sectors and the organisation in particular
ethics of professional floristry industry behaviour
different customer service and communication expectations especially those with special service needs
the general characteristics of the main social and cultural groups in Australian society and the key aspects that relate to their cultural and religious protocols and preferences for service and communication
stresses faced by customers faced with special circumstances such as death of a relative or organisation of special events such as weddings
the essential features, conventions and use of different types of communication media
the principles of quality customer service and positive communication
promotional services provided by the floristry industry and the organisation in particular
procedures that generally operate within the floristry industry and the organisation in particular for the provision of relay services and dealing with complaints
standards of personal presentation that apply to the floristry industry and the organisation in particular
complaint handling policies and procedures that generally operate within the floristry industry and the organisation in particular.
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:
knowledge of communication and customer service principles and their importance in a floristry service context
ability to communicate effectively with a variety of customers including those with special needs,difficult customers or customers with a complaint
ability to provide quality customer service on multiple occasions. To ensure consistency of performance and ability to respond to different circumstances,this should occur over a period of time and cover a range of diverse customer service situations, including the resolution of complaints
completion of service within commercial time constraints so that all customers are served effectively.
Context of and specific resources for assessment
Assessment must ensure:
access to a fully equipped floristry service environment using appropriate telephones, computers, printers, information programs, product publications and software programs currently used in the floristry industry to assist with communication and service provision
interaction with customers to demonstrate the interpersonal communication requirements of the unit
the presence of sufficient customer traffic that allows for prioritisation of tasks.
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 observation of the candidate providing service to customers
project or work activities that show the candidate's ability to provide quality customer service that meets the requirements of differing industry contexts e.g. service within retail floristry shops, studio environments, telephone sales environments, e-businesses
role-plays about communication situations and the resolution of complaints and misunderstandings
review of simple messages written by the candidate for various situations
review of customer feedback
written and oral questioning or interview to test knowledge of effective communication techniques and personal presentation requirements
review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBDES402A Interpret and respond to a design brief
SFLDEC302A Design floristry products
SFLDEC407A Design complex floristry products
SFLDEC409A Coordinate floristry products for a special occasion
SFLDEC511A Style and manage an event
SFLSOP308A Prepare quotations for floristry products
SIRXSLS301A Sell products and services.
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.
Communication may be:
by written format, such as handwritten, electronic e.g. email, or hard copy e.g. letter
varied according to the needs of the customer including:
use of appropriate voice tonality and volume
use of languages other than English
use of a family interpreter
use of basic gestures
use of visual aids such as photographs, sketches or product information sheets
informal using abbreviations.
Customers may be:
team members and colleagues in a large internal structure
external customers and clients
business to business customer e.g. retailer to an event co-ordinator
Non-verbal communication may involve:
dress and accessories
gestures and mannerisms
use of space
culturally specific communication, customs and practices.
Cultural and social diversity may include:
modes of greeting, farewelling and conversation
body language, including use of body gestures
formality of language.
Medium of communication may be via:
promotional materials such as newsletters
email or other electronic communication
simple written messages, such as writing down the price of display items or telephone messages
two-way communication systems
standard forms and pro formas
assistive technology, e.g. telephone typewriter (TTY).
Factorsaffecting the selection of appropriate medium may include:
technical and operational features
access of the sender and receiver to necessary equipment
technical skills required to use the medium
degree of formality required
urgency and timeframes.
Protocols and the organisation's procedures may include:
modes of greeting and farewelling
addressing the person by name
required timeframe for addressing and serving customers
required timeframe for response to an enquiry
style manual requirements
use of standard letters
use of pro-formas e.g. tickets, labels, signs and quotations
relationship with relay organisation.
Personal presentation may include:
attire, shoes and accessories
wearing of uniform items within the organisation's policy requirements
complying with organisation's policy for personal presentation
hair and grooming
hands and nails
Customers with special service needs may include:
people with a disability
people with special cultural or language needs
unaccompanied children or adolescents
parents with young children
Customers faced withspecial circumstancesmay include:
people facing the stresses of co-ordinating a special event or special occasions
grieving family members or friends
customers purchasing funeral products that must comply with the procedures of funeral directors, cemeteries or crematoria
people with last-minute special requests.
Promotional servicesmay include:
customer loyalty programs
email notification of sales, new product ranges or reminders of forthcoming special occasions such as mother's day and Valentine's day
sale of gift vouchers
Customer complaints may relate to:
problems with the service, such as delays or wrong orders
problems with the product
communication barriers or misunderstandings
communication via email or other electronic means, telephone, mail or face-to face contact.
Floristry Sales and Operations
This unit contains Employability Skills.