customer service and legislation
TRANSCRIPT
Customer Service Level 3
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CUSTOMER SERVICE AND LEGISLATION
Unit 1: Customer Service and Legislation
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Contents
Introduction .................................................................................................................................... 3
Policies and procedures ............................................................................................................... 4
Feedback systems ...................................................................................................................... 4
Complaints procedure ................................................................................................................. 5
Service standards ........................................................................................................................ 6
Specific duty Service standard .................................................................................................. 7
Ethics and morals ........................................................................................................................ 7
People in authority ....................................................................................................................... 9
How legislation relates to customer service .............................................................................. 10
Health and Safety Legislation .................................................................................................... 10
Putting health and safety into practice ....................................................................................... 11
Data protection ............................................................................................................................. 12
The data protection act .............................................................................................................. 12
Why is it important to protect data? ........................................................................................... 13
Consumer protection ................................................................................................................. 14
Satisfactory quality .................................................................................................................... 15
As described by the seller ......................................................................................................... 15
Fit for purpose ........................................................................................................................... 15
Equal opportunities legislation ...................................................................................................... 16
The Equality Act 2010 ............................................................................................................... 16
Disabilities ................................................................................................................................. 17
Unit summary .............................................................................................................................. 18
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Introduction
Customer service is an incredibly important aspect of any business and it is important to be
able to work closely with different customers to provide a good service. In order to do this
you will first need to understand exactly what customer service is and what providing this
service entails.
This unit will cover the general idea of customer service and how employees can work
within rules and regulations to provide client care. These rules and regulations change
between various industries and will differ from time to time and it is important that you can
understand how your service influence a company’s relations with clients.
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Policies and procedures
Procedures and policies let employees and customers know what to expect from one
another. They relate to various different people and let them know what they must do, how
they must do it and the structure of their relationship with others. Timescales and quality may
also be included in policies to ensure that the way in which people are dealt with is fair and
prompt. Customer service procedures may include:
f) Complaints procedures
f) Dress codes
f) Conduct and behaviour
f) Administration, for example how to handle complaints
f) Technological, such as how to handle machinery
Some of the most important procedures in place that are closely related to customer service
are complaints procedures, feedback systems and service standards. These set out rules
and regulations which employees must abide by in order to provide a good customer service
in the eyes of the company.
Feedback systems
A feedback system is a process which must be followed that ensures a customer has been
asked about their experience. It is very important to listen to customers and what they say so
that the company knows if they have performed to their standards. This can be formal or
informal and is basically used for the company to ask questions about how the service or
product was received.
Good feedback systems incorporate both formal and informal information as well as verbal
and written. This information is then reviewed periodically to check that the standards of the
company when dealing with a particular customer was up to scratch. It is imperative that
these comments are taken very seriously as a customer who is unhappy should be dealt with
swiftly to rectify the situation. Whether a comment if a formal complaint in writing or a passing
remark, it should always be noted and passed on to the relevant authorities to deal with.
This feedback may be negative or positive and is very useful for any organisation to examine
the way that they work and identify areas for improvement. A strong feedback system
encourages improvement within any industry and will be of great benefit to a business.
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Complaints procedure
Every organisation needs a clear complaints procedure in place so that customers can
express any negative things that they encountered. This procedure will include specific tasks
that need to be completed at certain times, for example, when refunds are to be given or any
specific things that need to be done when someone complains. Most organisations actively
encourage their customers to give feedback at all times and give out forms for people to
complete. It is important to not get too disheartened if some bad comments are made and to
ask the person to fill in a complaints form to formalise their view and give the company
information that they can work with. Once a formal complaint has been lodged, the company
can follow the complaints procedure in place and deal with this as swiftly as possible.
Complaints do not necessarily have to be from clients and could instead be from employees,
other service providers and manufacturers. Most companies specifically tell the person what
they must do to lodge a complaint and this is a very open and fair way of dealing with any
problems. This can be explained on paper, over the phone or with a complaints page on a
website and typically answers queries about:
f) How the complaints procedure works
f) If there are any third parties that can be notified
f) When the company will respond to complaints and how
f) What happens next
f) If there are any other tasks which must be completed to lodge a complaint or request a
refund
Nobody likes complaints and they are not the best task to complete in any job role.
However, it is important to remember that a clear complaints procedure that is worked
through swiftly with the customer is the best way to make sure the situation is remedied
quickly. A record of the entire process is usually kept by the company also, to show they
acted according to their complaints procedure.
If a company you work for does not have any complaints procedures in place then it is
important to ask questions of management about what to do if someone is not happy. They
should be able to tell you:
f) If you are able to deal with a complaint on your own
f) If not, then who the complaint should be referred to
f) When compensation or refunds are to be made and how to do this
f) What records need to be kept about the complaint
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The way in which a complaint is dealt with will depend on the mediums that are in place.
Someone who is on the phone may wish to complain, in which case you must fill in a complaints
form yourself as a record, or they may complain in person so will be asked to fill in the form for
themselves. On the next page is an example of a complaints form that can be used in a variety
of different companies and can be completed by the customer or a member of staff.
Service standards
Most organisations have clear service standards which employees must adhere to at all times.
These are rules which tell staff how to behave, conduct themselves and the service that should
be given to clients and customers. This can involve your phone manner, how you speak to other
employees and communicate in other ways such as through emails and letters.
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Usually service standards will be quite specific to the industry in which you work but pretty much
all standards include the following:
Specific duty Service standard
Face to face meetings Always be presentable and well dressed
Ensure you are polite and courteous
Make eye contact and ensure that you are respectful Use the
customer’s name
Answer all questions honestly and allow for conversation with all
parties involved
Telephones Answer all calls promptly- at least within 60 seconds Return any
missed calls within 1 working day
Be courteous and use a clear phone voice
Ask for clarification of any figures with an email
Emails and letters Use appropriate language and punctuation Do not use slang or
informal writing
Give your full name and contact details
Respond promptly and give full answers to any questions asked
Ethics and morals
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Many companies not only have specific procedures in place but have codes of ethics and
morals that they must abide by. These are usually influenced by professional ethics of the
industry the company is operating in and will normally consider environmental impacts and
resolving disputes in a way that takes into consideration all parties best interests.
The ethical standard of a company will usually be something which all aspects of the
business revolves around, therefore they will be woven into many other procedures and
policies that may be in place. Customers want a business they deal with to act in a
responsible manner and will be much more likely to cooperate with the organisation so they
are important to building strong bonds.
These ethics can also stem into how a company deals with others in the industry, its
suppliers and even employees. Many businesses focus on employee morale and work to
ensure that workers are very happy in their jobs.
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People in authority
When working within a company’s procedures there will at times be things which arise that
require you to ask the opinion or guidance of someone in charge. This may be your
manager, supervisor, team leader or someone from a third-party authority.
Depending on your job role, you will have different responsibilities and usually will be
required to discuss things with a senior staff member in the case of:
f) People requesting refunds
f) Health and safety issues that may arise
f) Exchanging or giving discounts on products or services
f) Dealing with complaints that are made specifically about your conduct
If any of these things do crop up and they are not within your duties, then a more senior
member of staff should be consulted. This is also true if someone makes a complaint
specifically against you. If you try to deal with a strong complaint about your conduct then it
is important to get someone else involved as your opinion will be biased. To make the
complaint fair you must seek another colleague and discuss this with them so that an
impartial person can review the complaint and take appropriate action.
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How legislation relates to customer service
Legislation refers to laws which are in place within a company that should be adhered to.
These laws affect what you must do within your role and how you need to work. The main
types of legislation that you must understand and be able to work with are:
f) Health and Safety legislation
f) Data Protection
f) Consumer Protection
f) Equal Opportunities
Health and Safety Legislation
The basis of health and safety legislation that must be followed in the UK relates to the
Health and Safety at Work Act 1974. This act sets out specific things which employers must
do to make the workplace safe for their employees including:
f) Carrying out health and safety assessment
f) Prevent risks to people’s health
f) Provide first aid training and equipment
f) Set up emergency plans
f) Provide adequate protective equipment and clothing
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This can include many different things for an employer and they will need to adapt their
approach to ensure it is suitable for the industry in which they are working. Equipment and
objects inside the company must be correctly maintained by employers that will include
things like flooring, stairs and walkways that must be free from hazards and safe to use.
Correct break times and rest is also something that needs to be in place for the entire
workforce to be protected.
Putting health and safety into practice
Health and safety laws do not only apply to the employer who works in a setting, but
employees will also have responsibilities as well. These usually require you to know of the
legislation that is in place and to stick to these at all times. Employees must ensure that they:
f) Follow any training or information that they have received from more senior members of
staff
f) Take reasonable care for their own health and safety within the workplace
f) Co-operate with the employer at all times
f) Tell the appropriate person if you feel that the health and safety is not up to standard or if
you have a concern
f) Tell your employer if you are taking any medication or have any particular requirements to
make you feel safe and secure
f) Not interfere with any equipment or requirements that are in place to protect your health
and safety
Being able to work within health and safety guidelines and follow the rules will help you when
delivering quality customer service. Being able to work with clients and other colleagues in a
safe manner and ensuring that all precautions are met give you the base for providing this
service.
Failing to work within these requirements will have an adverse effect on the business and
your ability to give good customer service to your customers who may be at risk. Handling
equipment, complaints and other aspects of your work within the guidelines in place will
make sure that you work within the law.
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Data protection
Many people working closely with clients of a company will have access to data or be
required to gather information about customers. This could be information like names,
addresses, shareholdings or financial information and may not always be of a sensitive
nature. Despite this, the information should be handled with care and appreciation at all
times and providing good customer service requires you to protect this data. No information
should be disclosed to parties outside the company and necessary steps should be taken to
secure the data in the event of someone attempting to gain access without authorisation.
The data protection act
Pretty much every company in operation will keep some form of information about their
customers even after a sale is made. This could include:
f) Names and addresses
f) Contact information
f) Employment history
f) Financial information such as credit history and buying preferences
f) Criminal convictions and medical information
Customers will want to know that information kept about them will be done so in the strictest
confidence and that reasonable measures are taken to protect this information. The Data
Protection Act (1998) is legislation that has been outlined by parliament to state the
information that needs to be protected by companies. This does not stop the business from
storing information but does state rules to be followed by those that do and can relate to the
storage of paper-based data or online information.
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There are some main practices that must be in place within any organisation. The ones
which are required of a person in a customer service role include:
f) Data should only be used in the manner in which is stated when it was gathered and
should not be disclosed to unauthorised people.
f) Data cannot be sold or given away to any third parties without authorisation to do so
f) You must hold only enough information that is required for the purpose intended
f) Data should be stored so that people without authorisation cannot access it. This means it
should be password protected if stored online and not left out for others to get hold off
f) Data should not be kept for any longer than is necessary for the task which it was taken
for
If ever there is a time when you are unsure about what information can be taken and if you
are doing so legally then the permission of the customer should be asked for. This will
ensure that the client is aware of what is being taken and why.
Why is it important to protect data?
It is incredibly important to protect customer’s data at all times so that clients are protected
from malicious attacks, theft, fraud and unwanted communication. Some of the most
important things that do need to be protected are:
f) Credit card numbers when shopping online or over the phone
f) Health details and insurance
f) Credit ratings and financial statuses
f) Household details such as addresses, spending habits, brands which the customer buys
and anything else which can be used by companies to unfairly target the client without
their permission
Customers have the right, outlined in the Data Protection Act, that this information is treated
with respect and protected to the best of the company’s ability. Loyalty and trust can be built
between organisations and customers with data protection being a part of the customer
service that is provided. This information should be freely accessible by the customer in
question at any time that they wish to access it. This should be allowed with no questions
asked and any information stored should be shared with a customer as soon as possible if
they request this. It is their information after all!
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Consumer protection
Protecting consumers applies to those who are working in a retail role or selling goods and
services to customers directly. There is legislation in place, in the form of the Sale of Goods
Act 1979, that covers all goods that are bought from a company, rented or purchased in any
way by a consumer. The act also covers goods which are purchased over the internet so
that people shopping online are just as protected as those buying goods in person.
The act requires that all goods are:
f) Of satisfactory quality
f) As described by the seller
f) Fit for purpose
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Satisfactory quality
The goods that are sold should be of a good quality and have no defects. This would ensure
that they last a reasonable time and are free from any faults with a good finish.
As described by the seller
A retailer is not allowed to make claims about their products which are untrue or incorrect.
Advertisements must be factually correct, so anything advertised is done so truthfully and
not sold for a purpose which it cannot be used for. An example of this is yoghurt that is sold
which is described as ‘fat free’- this has to be totally true and cannot be incorrect.
Fit for purpose
Goods need to be fit for the purpose which they are advertised as fulfilling, this ensures that
they are of a good quality but can also be used for their intended function. For example, a
watch which is purchased must be able to tell the time or a waterproof jacket must not have
any holes or leaks.
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Equal opportunities legislation
Treating all people linked with a company fairly is essential to being able to work in a fair
manner to clients. This relates to who people are, where they live, any disabilities they may
have and for them to be treated fairly regardless of if you like them or not. Customer service
should never give someone an advantage or disadvantage and all clients must be treated
fairly at all times.
The Equality Act 2010
In 2010 the Equality Act was put in place by the UK government to protect people who
access goods and services from being discriminated against on the grounds of their:
f) Age
f) Gender
f) Race
f) Religion
f) Sexual orientation
f) Disability
This act aims to protect all people, not just those that may be vulnerable from being
discriminated against and is in place to stop any people from unfairly judging or treating
people differently.
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Disabilities
The term disability has a very broad meaning. It can relate to lots of different things including
physical disabilities or mental capabilities that may be short or long term. The adverse
effects of these disabilities will hinder a person’s ability to carry out everyday tasks which
most take for granted.
All disabled people should be treated fairly and in the same manner as an able bodied
person. This will relate to access to the building in which a company operates or the care
which is provided to clients who may have disabilities so that they are not left out in any way.
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Some organisations use ramps or special equipment to assist physically disabled people
and ensure that they are able to carry out tasks just the same as able bodied customers.
The Equality Act requires companies to put in place:
f) Reasonable changes to the way that things are done. This includes things like
adaptations to policies and procedures, changing practices to include everyone and
changing a ‘No Dogs’ policy to incorporate guide dogs.
f) Reasonable changes to premises. This will include disabled ramps, handrails or wider
doors to allow access.
f) Providing auxiliary aids and services. Having the option of large print, braille or audio
which assists clients is included here.
Adequate protection needs to be given to people who have a disability but this does not
necessarily need to be at huge lengths for the company. Customer service practitioners will
have a hand in implementing any changes as they will be dealing with clients directly and
able to spot any potential issues that could arise.
Unit summary
Throughout this first unit we have covered legislation, policies and procedures that are
required within a business so that a basic foundation is in place for quality customer service
to be given. We have looked at specific laws and acts that are in place for all businesses to
abide by so that no client is discriminated against or treated unfairly. Using these outlines
you will be able to work within the confines of the law and provide goods and services to
anyone without fear of repercussions over your actions.
You should now have a better knowledge of what laws and legislation are in place for you to
work within restrictions and provide quality customer service to all your clients.