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CONTRIBUTE TO PRODUCTIVE RELATIONSHIP WITH CUSTOMERS

LRDU-LG-BSBMKP067B-1.0

August 2017

LEARNER GUIDE


Published by

HEART TRUST/NATIONAL TRAINING AGENCY

Produced by

Learning Resources Development Unit

Gordon Town Road

Kingston 7

Jamaica W.I.

This material is protected by copyright ©. Copying this material or any part of it by any means,

including digital or in any form is prohibited unless prior written permission is obtained from the

HEART Trust/NTA.

© 2017


LRDU-LG-ITCCOR0041D-1.0

August 2017

TABLE OF CONTENTS

PAGES

Introduction .................................................................................................................................................. i

Welcome .......................................................................................................................................... i

This Competency Unit ....................................................................................................................... i

Before you Start ............................................................................................................................... ii

Planning your Learning Programme ................................................................................................ ii

Self-Assessment Checklist ............................................................................................................... iii

How to use this Learner Guide ........................................................................................................ v

Using the Computer and Other Resources ................................................................................ vi

Methods of Assessment ............................................................................................................... vii

Quality Assurance ........................................................................................................................ vii

Element 1: Respond to the Service Needs of Customers ............................................................... 4

Self-Assessmnet Checklist ............................................................................................................ 9 Element 2 Identify Customers’ Needs ........................................................................................... 10

Self-Assessment Checklist .............................................................................................................. 14 Element 3 Satisfy the Needs Of Customers and The

Organization .................................................................................................................. 15

Self-Assessment Checklist .............................................................................................................. 19


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Element 4 Use Customer Feedback to Improve Service Reliability ........................................... 20

Self-Assessment Checklist .............................................................................................................. 26


LRDU-LG-ITCCOR0041D-1.0 i August 2017

INTRODUCTION

Welcome

Welcome to the Learner Guide for the Unit of Competency, “CONTRIBUTE TO

PRODUCTIVE RELATIONSHIP WITH CUSTOMERS”. This is just one of a number of

Learner Guides produced for the Marketing and Promotions Skills stream of the Business

Services Industry, and it is designed to guide you, the learner, through a series of learning

processes and activities that will enable you to achieve the specified learning outcomes

for the competency unit.

The content of this guide was developed from the Competency Standard ITCCOR0041D,

which is one of the basic building blocks for the National Vocational Qualification of

Jamaica (NVQJ) certification within the industry. Please refer to your Learner Handbook

for a thorough explanation of standards and competencies, and how these relate to the

NVQJ certification.

You are also advised to consult the Competency Standard for a better understanding of

what is required to master the competency.

This Competency Unit

“Contribute to Productive Relationship With Customers” addresses the knowledge and

skills required to effectively contribute to productive relationship with customers. The

competency unit is comprised of the following elements:

Element 1: Respond to the service needs of customers

Element 2: Identify customers’ needs

Element 3: Satisfy the needs of customers and the organization

Element 4: Use customer feedback to improve service reliability

LG – ITCCOR0041D:

CONTRIBUTE TO PRODUCTIVE

RELATIONSHIP WITH CUSTOMERS


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As you go through each element, you will find critical information relating to each one

of them. You are advised to study them carefully so that you will be able to develop the

necessary knowledge, skills and attitudes for providing table service of alcoholic

beverages.

Before you Start

Before you start this Learner Guide, you need to:

a. Obtain a Learner’s Logbook that will be used to record evidence of your new

skills/competence. As you demonstrate your new skills, record your activities and

have your learning facilitator sign off on them. This will allow you provide evidence

of your competence when you are being assessed against the competency standard

b. Ensure that you have access to the facilities and equipment necessary for learning

c. Ensure that your learning resources are available

d. Know and observe the occupational health and safety standards/practices for the

industry. For example, ensure that you are wearing suitable clothing, that tools and

equipment are safe, and that the correct safety equipment is used

e. Plan your learning programme (see below)

f. Understand how to use this Learner Guide (see below)

Planning your Learning Programme

The following self-assessment checklist will assist you in planning your learning

programme as it will help you to think about the knowledge, skills and attitudes needed

to demonstrate competency in this unit. As you go through the checklist, you will be able

to find out what competencies you have already mastered, and which ones you will

need to pay more attention to as you go through the learning process.

To complete the checklists simply read the statements and tick the ‘Yes’ or ‘No’ box.


LRDU-LG-ITCCOR0041D-1.0 iii August 2017

Element 1 Respond to the service needs of customers Yes No

1. I can deal with customers in a polite and helpful manner

2. I can handle stressful situations appropriately

3. I can respond to queries in a manner that provides satisfaction to the

customer

4. I can provide to customers, responses that give assurance that their

needs are addressed

5. I can follow established procedures for dealing with customers’

needs to achieve the desired outcome

6. I can communicate sensitive information to relevant persons with

Discretion

7. I can establish contact promptly with customer

( )

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( ) ( )

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Element 2 Identify customers’ needs Yes

No

1. I can give customers appropriate opportunity to relate his/her needs

2. I can structure and sequence questions to get the appropriate

information as required

3. I can document customer’s responses to assist in action to be taken

4. I can escalate customer information to the relevant person

( )

( )

( )

( )

( )

( )

( )

( )

Self-Assessment Checklist Contribute to productive relationship with customers


LRDU-LG-ITCCOR0041D-1.0 iv August 2017

Element 3 Satisfy the needs of customers and the organization Yes

No

1. I can ensure that advice given is mutually satisfying to customer

and organization

2. I can identify options for addressing the customer’s needs

3. I can verify options that best fit the customer’s needs

4. I can assist customers to select the best options that will satisfy

their needs

5. I can cross-check customer information with co-workers as

required

( )

( )

( )

( )

( )

( )

( )

( )

( )

( )

Element 4 Use customer feedback to improve service reliability Yes

No

1. I can categorize feedback from customers to permit analysis and

decision-making by management

2. I can record customer’s feedback

3. I can verify and review feedback from customer with relevant staff

as required

4. I can follow established procedures to review customer’s

observation/complaints

5. I can identify possible staff breaches of operating guidelines

6. I can take action to satisfactorily redress any offences meted out to

customers

7. I can seek customer feedback to determine if advice given resulted

in desired outcome

( )

( )

( )

( )

( )

( )

( )

( )

( ) ( )

( )

( )

( )

( )

If you ticked all or most of the ‘Yes’ boxes, then you might not need to go through the

entire guide. Ask your learning facilitator to assist you in determining the most

appropriate direction for this competency.

If you ticked a few of the ‘Yes’ boxes or none at all then you should work through the

entire guide, even though some elements may be familiar to you.


LRDU-LG-ITCCOR0041D-1.0 v August 2017

Plan your learning based on your answers. Be sure to involve your learning facilitator in

the planning process.

How to use this Learner Guide

This Learner Guide is designed to assist you in working and learning at your own pace.

We suggest that you:

Go through the sections/elements as they are presented (starting at Section 1)

Check your progress at each checkpoint to ensure that you understand the

material

Observe the icons and special graphics used throughout this guide to remind you

of what you have to do to enhance your learning. The icons and their meanings

are as follows:

Complete Assessment Exercise

This exercise requires you to think about the knowledge

and skills that you have or will develop in this competency

unit.

Definition Box

Words/phrases are defined or explained in this box. The

words/phrases being explained are in bold print.

Checkpoint

This denotes a brain teaser and is used to check your

understanding of the materials presented. No answers are

provided for the questions asked

Activity

This denotes something for you to do either alone or with

the assistance of your learning facilitator.


LRDU-LG-ITCCOR0041D-1.0 vi August 2017

Reference

This points you to the reference materials and other

support documents or resources used in

compiling the unit content.

Ask your learning facilitator for help if you have any problems with the

interpretation of the contents, the procedures, or the availability of resources

Stop and complete each activity as you come to it. If the activity requires you to

perform an actual task, be sure to tell your learning facilitator when you get to

that activity so that he/she can make arrangements

Get your learning facilitator to sign and date the Learner Logbook when you have

completed an activity

Read the summary and complete the self-assessment checklist at the end of each

section or element

When you have worked through all sections of the guide, complete the assessment

exercise at the end of the document. When you can tick every ‘Yes’ box, you are ready

for assessment and may ask your learning facilitator to assist you in making the

arrangement to have your performance assessed.

Using the Computer and Other Resources

Where your activities refer you to the library, computer and Internet resources, ask your

learning facilitator to assist you with locating these resources. If you are getting your

training in an institution, there may be a library and computer laboratory. If this is not

the case, visit the local library and find out what resources are available.

If you are unable to use the computer and the Internet, someone should be able to show

you how to use these resources.

Please note that in many of your activities you have been referred to information on the

Internet. This is because the Internet has a vast amount of information that can help you

acquire the particular competencies. We would like to advise you, however, that we

cannot guarantee that all the sites will be available when you need them. If this happens,

ask your learning facilitator to assist you with locating other sites that have the

information you require.


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Methods of Assessment

Competency will be assessed while work is being undertaken under direct supervision

with regular checks, but may include some autonomy when working as a team. You are

advised to consult the associated competency standard for further details relating to the

assessment strategies.

Methods include:

Practical demonstration

Oral presentation

Quality Assurance

A feedback form is included at the back of each Learner Guide, so all users are afforded

the opportunity to document their concerns pertinent to the various aspects of the guide.

Such concerns will assist in the review process of the Learner Guides. Users are

encouraged to cut out the form, complete and submit same to the address provided.

You may now start your learning. Have fun while you work!


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This unit is divided into four elements:

1. Respond to the service needs of customers

2. Identify customers’ needs

3. Satisfy the needs of customers and the organization

4. Use customer feedback to improve service reliability

Learning Outcomes

Upon completion of this unit you will be able to:

Deal with customers in a polite and helpful manner

Handle stressful situations appropriately

Respond to queries in a manner that provides satisfaction to the customer

Follow established procedures for dealing with customers’ needs, to achieve the

desired outcome

Communicate sensitive information to relevant persons with discretion

Establish contact promptly with customer

Give customer appropriate opportunity to relate his/her needs

Structure and sequence questions to get the appropriate information as required

Document customers’ responses to assist in action to be taken

Provide to customers, responses that give assurance that their needs are addressed

Escalate customer information to the relevant personnel

Cross-check customer information with co-workers as required

Identify options for addressing the customers’ needs

Verify options that best fit the customers’ needs

Assist customers to select the best option that will satisfy their needs

Ensure that advice given is mutually satisfying to customer and organization

Seek customer feedback to determine if advice given resulted in desired outcome

Record customers’ feedback

LG – ITCCOR0041D:

CONTRIBUTE TO PRODUCTIVE

RELATIONSHIP WITH

CUSTOMERS



August 2017

Verify and review feedback from customers with relevant staff as required

Follow established procedures to review customers’ observations/complaints

Identify possible staff breaches of operating guidelines

Take action to satisfactorily redress any offences meted out to customers

Categorize feedback from customers to permit analysis and decision-making by

management

INTRODUCTION TO CONTRIBUTE TO PRODUCTIVE RELATIONSHIP WITH

CUSTOMER

Establishing and building effective customer relationships is a key component in the

success of any business. It is essential to build strong customer relationships, as it gives

you the opportunity to individualize your customers and differentiate their needs. This

will expand your company because when you interact with your customers, you will

learn how to customize your products and services to aptly suite their needs. By

understanding the needs of your customers, you are, in essence, establishing your firm as

one that provides excellent customer service. Good customer service results in happy and

loyal customers.

When a customer is happy he/she will promote your business, which will increase the

probability of obtaining new customers who are seeking similar satisfaction. Design

multiple ways of interacting or keeping in touch with your customers. These may include:

websites

contact centres

point of sale

after-sale service

newsletter

promotions

In order to establish lasting relationships with your customers, it is essential that you are

aware that there are different types of customers:

Internal customers

- managers

- co-workers

- branch associates



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Customers with formal appointments

- job applicants

- business persons attending meetings

- customers or clients seeking information

Customers without appointments

- persons seeking employment

- sales representatives

- well-known business associates

- maintenance personnel

Regular customers

- postmen,

- delivery persons,

- security van drivers

Unexpected customers

- family members and friends of staff members

Be mindful that a good relationship with each of the different types of customers is

essential to the bottom-line of any organization.



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ELEMENT 1: RESPOND TO THE SERVICE NEEDS OF CUSTOMERS

Deal With Customers in a Polite and Helpful Manner/ Respond to Queries in a Manner

That Provides Satisfaction to the Customer/ Establish Contact Promptly with

Customer/Provide Response to Customers that Give Assurance that Their Needs are

addressed

Good customer service dictates that you establish contact with your customers as

promptly as possible. It is significant that you ensure that customers feel welcome,

valued, and appreciated. Remember that you are the representative of the organization

and so you need to do so well and that customers who are happy are also customers

who will return for more business.

Being polite and courteous to your customers causes

them to feel valued. Politeness and kindness are elements

of professionalism, which is key to business success. By

being courteous you are encouraging the other individual

to reciprocate the action. When interacting with your

customers, you need to display a genuine concern for

their needs.

To demonstrate politeness and courtesy, especially when responding to customers

queries, you should:

Respond promptly to the customers

Greet customers in a warm, friendly, and energetic manner

Address customers by name at all times

Listen attentively to customers so that you may respond effectively

Thank the customer at the beginning and end of a conversation

Be efficient and friendly

Empathize and be quick and concerned, especially if the customer is distressed

Demonstrateappreciation

Be professional

Maintain eye contact

Follow-up

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Throughout your interaction with your customer, you need to maintain that high level of

professionalism. In responding to the queries of your customer, your priority should be

to ensure his/her satisfaction. Customer queries should be handled quickly, accurately,

and professionally. This will encourage customer loyalty and repeat visits. When

customers are satisfied, they recommend the business to others and this will enhance the

reputation of the firm. The profitability of the firm will increase in tandem with increased

demand for its products and services.

Handle Stressful Situations Appropriately

Dealing with stressful situations requires much tact and patience; however, it is

imperative that you handle them in a professional manner. Stressful situations may stem

from:

high expectations

abusive or angry customers

poor ergonomics

time pressures

lack of communication

miscommunication

inexperience

quotas

work schedule

everyday personal responsibilities

lack of resources

CHECKPOINT

1. How can negative customer service affect an organization ?

2. What are some suggestions for being polite, when dealing with

customers ?

ACTIVITY

Role-play a scenario to demonstrate how you would respond to a

customer who walks into the office seeking information about a

product she ordered and has not received.



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One situation that can cause you much stress and requires tact in handling is a difficult

customer. The way you handle the situation can impact your firm negatively or

positively. Below, are some suggestions for dealing with difficult customers:

Remain calm.

Do not take it personally.

Listen attentively.

Reassure the customer.

Empathise

Keep it factual.

Apologise

Allow the customer to express himself/herself.

Be patient

Find a solution.

Thank the customer.

Dealing with customers can become stressful; therefore, it is

important that you discover ways of managing your stress

level so that it does not become over-powering and begin to

affect your performance on the job.

CHECKPOINT

1. What are some techniques that you could implement to

manage your stress level in the workplace.

2. What steps might you take to deal with an angry

customer?

ACTIVITY

Role-play a situation in which you had to deal with an angry

customer. How did you deal with the situation appropriately?

http://www.imagesource.com/stock-image/Angry-Businesswoman-Yelling-Into-Headset-IS09A5SQ6.html



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Follow Established Procedures for Dealing with Customers’ Needs to Achieve the Desired

Outcome/ Communicate Sensitive Information to Relevant Persons with Discretion

Organizations generally have established policies and guidelines for handling customers’

issues of confidentiality. You need to educate yourself about these policies and guidelines

to ensure that you handle customer’s needs appropriately. Remember that your aim is to

satisfy your customers. After you have established the needs of the customer, use the

company’s guidelines to address these needs; if you are uncertain of a particular issue,

seek clarity from a colleague or a supervisor. Seek additional training if you constantly

find yourself in those situations.

Your company can be sued for not handling sensitive information appropriately;

therefore, precaution must always be taken when you are communicating such

information. Sensitive information may include:

age

address

account information

credit card information

personal contact information

name

passwords

Take steps to communicate or safeguard sensitive information:

Keep papers and other devices with information

locked away.

Do not discuss confidential matters in the

presence of visitors.

Destroy documents that are no longer in use.

Ensure that confidential documents are stored in

locked and secured cabinets.

Use pass code/password to prevent access to

digital information.

Do not discuss sensitive information with customers in the office where it may be

overheard by others.

Avoid discussing sensitive information over the telephone.

Inform management immediately of any discrepancy which has been brought to

your attention.



August 2017

References

1. Adamopoulos, A. (2014). The importance of customer relationships for your

organization. Retrieved from http://www.emergn.com/the-importance-of-

customer-relationships-for-your-organization/

2. Bouavong, A. (2014). Importance of a Strong Relationship with Your Clients.

Retrieved from http://www.inboldsolutions.com/importance-building-strong-

relationship-clients/

3. Call Centre Helper. (2016) Dealing With Angry Customers. Retrieved from

https://www.callcentrehelper.com/dealing-with-angry-customers-152.htm

4. Meuwissen, A. (2017). The Importance of Being Polite & Professional.

Retrieved from http://www.outsell.com/blog/2010/11/23/the-importance-of-

being-polite-professional/

5. Wagner, R. (2012). Courteous Customer Service: 10 Ways to Outclass the

Competition. Retrieved from http://www.etiquettetrainer.com/courteous-

customer-service-outclass-competition/

CHECKPOINT

How can you help to enhance the level of confidentiality

that currently exists in your company?

ACTIVITY

In small groups, role-play a situation where an extremely

valuable customer’s information was not handled with

discretion. How would you regain the customer’s trust in the

firm?



August 2017

6. Walden, S. (2013). The Importance of Cultivating Customer Relationships.

Retrieved from http://mashable.com/2013/11/25/customer-

relationships/#3GcqvHSXIOqq

7. 7 Steps for Dealing With Angry Customers. (2013). Retrieved from

https://www.forbes.com/sites/thesba/2013/08/02/7-steps-for-dealing-with-

angry-customers/#60fca3d06d27

READY TO ASSESS YOUR COMPETENCE?

Now that you have completed this element, check if you have fully grasped all the

components by doing the following self-assessment:

Self-Assessment Checklist Yes No

1. I can deal with customers in a polite and helpful manner

2. I can handle stressful situations appropriately

3. I can respond to queries in a manner that provides satisfaction to

the customer

4. I can follow established procedures for dealing with customers’

needs to achieve the desired outcome

5. I can communicate sensitive information to relevant persons with

discretion

6. I can establish contact promptly with customers

7. I can provide to customers, responses that give assurance that

their needs are addressed

( )

( )

( )

( )

( )

( )

( )

( )

( )

( )

( )

( )

( )

( )



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ELEMENT 2 IDENTIFY CUSTOMERS’ NEEDS

Give Customer Appropriate Opportunity to Relate his/her Needs/Structure and Sequence

Questions to get the Appropriate Information as Required/

Good customer service is about satisfying the needs of the

customer! How do you satisfy your customers’ needs if you

are not aware of them? An essential element of effective

customer service is the ability to assist the customer in

identifying his/her needs. In order to provide good customer

service, you need to be aware of the needs of the customer.

There may be instances when your customers are unable to

identify or express their needs and it becomes your

responsibility to do so.

There are steps or techniques that you can use to determine the requirements of your

customers. These may include:

listening attentively

asking pertinent and relevant questions

seeking clarifications

exercising patience

taking notes

paying attention to non-verbal or body language

summarise conversation

Attentively listening is an important element is helping your customers to establish their

needs. Active listening requires that you really focus on the customer and not merely try

to determine what you will say after the customer has spoken. You have to listen for

emotions as well as words. You need to listen with eyes and ears and do not interrupt

the customer until he/she is finished speaking.



August 2017

You may need to ask pertinent and relevant

questions to obtain additional information or

to clarify a point. Choose your questions

carefully in order to achieve the objectives

and simultaneously make your customer feel

comfortable. Confirm your belief of the

customer’s needs and be patient. Pay

particular attention to the non-verbal cues of

the customer, such as his/her gestures, voice

quality, tone, and volume. Finally, you may

need to summarize the conversation to ensure

that there are no ambiguities regarding his/her needs.

Document Customer’s Responses to Assist in Action to Be Taken

It is always a good practice to document the outcomes or resolution of agreed actions to

be taken to resolve customer’s queries. This is a good practice in the event that you or

the customer forgets what resolutions were reached. There may also be times when you

take an action to resolve a customer’s query or complaints and the customer reports that

he/she is not in agreement with the particular resolution. Your documentation will be

evidence that the customer had agreed or disagreed. As such, it is in your best interest to

CHECKPOINT

1. Why is it important to assess a customer’s needs?

2. What are possible steps in identifying a customer’s needs?

ACTIVITY

Develop a PowerPoint presentation, for your class, outlining and

explaining how you would determine the needs of a customer.

Include the importance of establishing customers’ needs, to the

performance of the company



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KEY CONCEPT

Escalate

Escalating is referring a

customer to another

individual who is better

able to deal with the

customer in a

satisfactory manner

document the customer’s responses to your offer to assist and the specific actions to be

taken.

Escalate Customer Information to the Relevant Person

You will not be able to satisfactorily assist a customer in all

situations and so you will need to escalate the customer or

the issue to a colleague or a supervisor who is better able to

handle the situation. You may need to escalate a customer for

a number of reasons. These may include:

customer asks to speak with supervisor or someone in

authority

customer’s request is outside of your level of authority

customer’s request is too complex for you to handle

customer’s complaints involve compensation

lack of knowledge regarding customer’s request

When you escalate customer information it is a good practice to:

Get information to the department as soon as possible.

Obtain the name of the person to whom request was given.

Obtain a follow-up date on the matter.

Follow-up the matter on the specific date given.

Give feedback to the customer regarding his or her business as soon as possible.

CHECKPOINT

Why do you think it is important to document the customer’s

response to your offer to assist and the actions to be taken?

CHECKPOINT

1. What does the term escalate mean?

2. Under what circumstances would you escalate customer

information to another individual?



August 2017

References

1. Adamopoulos, A. (2014). The importance of customer

relationships for your organization. Retrieved from

http://www.emergn.com/the-importance-of-customer-relationships-for-your-

organization/

2. Foster, T. J. (1994). Office skills (4th ed.). London, England: Stanley Thornes.

3. George, M. J. & Jones, G. R. (2005).Understanding and managing organizational

behavior (4th ed.). Upper Saddle River, NJ: Prentice Hall.

4. Great Ways to Become More Hospitable. (2016). Retrieved from

http://businessamongmoms.com/2016/03/11/great-ways-to-become-more-

hospitable-with-your-customers/

5. Hanks, J., Fulton, D., & Patsy J. (1996).Procedures for the office professional (3rd

ed.). Ohio: South-Western Educational Publishing.

6. Meuwissen, A. (2017). The Importance of Being Polite & Professional. Retrieved

from http://www.outsell.com/blog/2010/11/23/the-importance-of-being-polite-

professional/

7. Stulz, K. M., Shumack,K. A., & Fulton-Calkins. (2013). Procedure and theory for

administrative professionals (7th ed.). Mason, OH: South Western Cengage

Learning.

8. The Art of Tact and Diplomacy. (2016). Retrieved from

http://www.skillsyouneed.com/ips/tact-diplomacy.html

9. The Importance of Meeting Customer Expectations (And How ToMeet Them!).

(2016). Retrieved from http://www.unitiv.com/intelligent-help-desk-

blog/bid/80165/The-Importance-of-Meeting-Customer-Expectations-And-How-to-

Meet-Them









August 2017




Self-Assessment Checklist

Yes No

1. I can give a customer appropriate opportunity to relate his/her

needs

2. I can structure and sequence questions to get the appropriate

information as required

3. I can document a customer’s responses to assist in action to be taken

4. I can escalate customer information to the relevant person

( )

( )

( )

( )

( )

( )

( )

( )



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KEY CONCEPT

Customer Data/Information

This is information that is

contained, especially in a file,

about various customers

ELEMENT 3 SATISFY THE NEEDS OF CUSTOMERS AND THE

ORGANIZATION

Cross-Check Customer Information with Co-Workers as Required

Cross-checking customer information with a co-

worker is an excellent practice; it helps to ensure

accuracy of information that is entered or

documented. Though this may be a good practice,

you need to adhere to the policies and procedures of

the company. You also need to determine the

sensitivity and security of the information before you

attempt to share it with others. Additionally, you

need to ensure that the information is shared with

someone who has a certain level of authority and can

provide accurate and complete cross-checking.

Validating information is a crucial component in providing

quality customer support, improving products and services,

and making informed decisions.

Cross-checking information helps you to ensure that the information:

Is accurately recorded

has correct spelling

is adequate and appropriate for the particular situation

Customer information may include:

customer name

current address (home/business)

contact information

buying habits

credit history

http://www.imagesource.com/stock-image/Creative-business-people-reviewing-proofs-in-sunny-office-IS09AR7JD.html



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Identify Options For Addressing The Customer’s Needs/Verify Options That Best Fit The

Customer’s Needs/Assist Customers To Select The Best Option That Will Satisfy Their

Needs/Ensure That Advice Given Is Mutually Satisfying To Customer And Organization

After the needs of the customers have been determined,

you need to identify the various alternatives that are

available to address those needs. In offering alternatives or

options, be mindful that you should select options that

will satisfy the customer and simultaneously benefit the

company. Even though customer satisfaction is an essential

component of a business, remember that all for profit

businesses exist to make a return on their investment.

You need to be able to satisfy the needs of the customer while improving the bottom-

line of the business. It requires some amount of skill, knowledge, experience, or simple

expertise to be able to do this effectively. You need to be knowledgeable about the

products and services of the company, and you must know your customers.

Some managers may decide to cut cost relating to customer service in an attempt to meet

economic challenges. Some companies perceive customer satisfaction and service

efficiency as incompatible even though good customer service is vital to their success and

may offer them a competitive edge and the opportunity for

growth and expansion.

It can be a daunting task to satisfy the objectives of your

company and your customers; however, whatever decisions

you take, ensure that they are in keeping with the policies and

procedures of your company.

CHECKPOINT

1. Why is it important to verify customer information with

co-workers?

2. Under what circumstances should you not share customer

information with colleague?

http://www.imagesource.com/stock-image/Owner-giving-credit-card-to-female-customer-while-standing-at-shop-counter-IS09B5173.html



August 2017

References

1. Barnes, H. (2014). Getting the Balance Right – Your

business and Your Customers. Retrieved from

http://blogs.gartner.com/hank-barnes/2014/11/11/getting-the-balance-right-

your-business-and-your-customers/

2. Foster, T. J. (1994). Office skills (4th ed.). London, England: Stanley Thornes.

3. George, M. J. & Jones, G. R. (2005).Understanding and managing

organizational behavior (4th ed.). Upper Saddle River, NJ: Prentice Hall.

4. Hanks, J., Fulton, D., & Patsy J. (1996).Procedures for the office professional

(3rd ed.). Ohio: South-Western Educational Publishing.

5. Kolsky, E. (2011). Balancing The Competing Demands of Your Customers And

Your Busines. Retrieved from

http://www.sourcingfocus.com/uploaded/documents/Balance_The_Competing

_Demands_of_Your_Customers_And_Your_Business.pdf

CHECKPOINT

1. What are some challenges that companies face regarding

balancing business goals and customer satisfaction?

2. How do you propose these challenges be dealt with?

ACTIVITY

Role-play a scenario in which a specific company finds itself in the

position where it needs to satisfy one of its most valued customers at

the expense of making a sizeable profit. How would you deal with

the situation? Which Theory could you use to assist you in making

this very important decision?



August 2017

6. Kovac, M., Chernoff, J., Denneen, J., & Mukharji, P. (2009). Balancing

Customer Service and Satisfaction. Retrieved from

https://hbr.org/2009/03/strike-a-balance-between-custo

7. Pandey, R. (2015). Data Verification is an Important Factor for Retaining

Customers. Retrieved from https://www.linkedin.com/pulse/data-verification-

important-factor-retaining-customers-rajeev-pandey

8. Stulz, K. M., Shumack,K. A., & Fulton-Calkins. (2013). Procedure and theory

for administrative professionals (7th ed.). Mason, OH: South Western Cengage

Learning.

9. The Importance of Meeting Customer Expectations (And How To Meet

Them!). (2016). Retrieved from http://www.unitiv.com/intelligent-help-desk-

blog/bid/80165/The-Importance-of-Meeting-Customer-Expectations-And-How-

to-Meet-Them









August 2017





1. I can cross-check customer information with co-workers as required

2. I can identify options for addressing the customer’s needs

3. I can verify options that best fit the customer’s needs

4. I can assist customers to select the best option that will satisfy their

needs

5. I can ensure that advice given is mutually satisfying to customer and

organization

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August 2017

KEY CONCEPT

Feedback

This is information that is

given back to an individual,

group, or organization,

which relates to a service

product, or task that was

done, to assist in improving

performance, product or

service.

ELEMENT 4 USE CUSTOMER FEEDBACK TO IMPROVE SERVICE

RELIABILITY

Seek Customer Feedback to Determine If Advice Given Resulted in Desired Outcome/

Record Customer’s Feedback

If you intend to be successful, you must be able to use

the product and service information effectively.

Feedback about the product and the services must be

one of the tools you use to satisfy the customer as well

as to improve the quality of your products and

service. Customers are always seeking quality products

and services and if you are not satisfying their needs

and expectations they will find other businesses to do

so.

Quality service and products are essential to the

success of any business. There are a number of

businesses that are currently struggling to improve

and retain customers. One bad experience by one

customer can significantly damage the reputation and

image of your business and result in the loss of

valuable customers. As such, companies need to

identify strategies for enhancing service and product

quality. There are several methods that can be used

to improve quality service and product; one such

method is feedback.

Feedback allows your customers, or stakeholders to provide their experience about your

products and services. Feedback is inexpensive and influential; it is a management tool

that can be used to direct the pathway for improvement of service and quality. It

provides data on how stakeholders perceive the service and product of your company.

http://www.imagesource.com/stock-image/Man-listening-to-feedback-from-faces-on-tree-IS09B5W94.html



August 2017

This data must be accurately recorded and analyzed in order for it to be beneficial to the

company. It helps managers in many ways; the analyzed data can be used to:

make important and informed decisions

provide motivation

improve performance

cause continuous improvement

provide information for expected performance

decrease costs

promote employee loyalty

improve retention

CHECKPOINT

Outline at least five (5) techniques that can be used to

enhance the quality of products/service in an organization.

ACTIVITY

Design a feedback instrument and use it to obtain feedback

from at least 20 learners who use the Tuck-shop service at

your institution. Ask your facilitator to review the instrument

before it is administered.



August 2017

Verify And Review Feedback from Customer with Relevant Staff as Required/Follow

Established Procedures to Review Customer’s Observation/Complaints

After you have collected the feedback of your stakeholders, the next step is to verify and

review them to determine their relevance or validity

to the organization. As is customary, companies

generally have established policies and procedures for

approaching different activities. When you are

reviewing customer feedback, you should adhere to

your company’s established procedures and

guidelines. Sometimes a company may have an

established dedicated team that is responsible for

dealing with feedback.

This team would verify, review, and analyze feedback data so that it becomes relevant

and useful to the company. The members of this team should have knowledge, skills, and

experiences in collecting and analyzing qualitative and quantitative data. They should be

familiar with manual analysis and analysis using software such as NVivo and SPSS.

CHECKPOINT

1. Do you believe that there should be a dedicated team for

verifying and reviewing customer feedback? Why or why

not?

2. Outline the relevance of ensuring that the members of the

research team have experience, knowledge, and skills in

collecting and analyzing quantitative and qualitative data.

http://www.imagesource.com/stock-image/Scientists-with-formula-IE364-033.html



August 2017

KEY CONCEPT

Breach

Breach is a violation of rules,

responsibilities, or

obligations. Or simply, going

against an established

standard.

Identify Possible Staff Breaches of Operating Guidelines/Take Action to Satisfactorily

Redress any Offences Given to Customer

There are times when staff members may inadvertently or

deliberately breach operating procedures and in the process

offend a customer. These breaches must be identified and

corrective actions taken. Staff members are responsible for acting

in a manner that promotes the interest of the company.

Employees are not expected to intentionally misuse or abuse

resources provided by the company.

Employees are expected to act in a professional manner at

all times, especially while they are on the premises of the

company. Additionally, they are expected to:

engage in activities in a manner that promotes the

image and reputation of the company

wear appropriate safety and protective gears as

required

comply with the standard operating procedures of

the company

secure confidential information and workplace areas

that require high level security

avoid sharing passcodes

avoid discussing confidential information with unauthorized individuals

report all breaches, that are observed, to the relevant personnel

In the event that a customer is negatively impacted by a breach, appropriate actions must

be taken to satisfactorily address the situation. This is absolutely necessary because when

customers’ complaints are not satisfactorily resolved they will complain to other

customers or prospective customers and this can be damaging for the company. It is

important to always remember the value of one customer and the impact that he/she can

have on the future success of your business. Be careful in your approach to dealing with

customers’ complaints. Below are suggestions for dealing with customers’ complaints:

- Provide customers with the opportunity to complain.

- Give customers your full and undivided attention.

- Listen attentively

- Empathize with the customers

- Ask key questions to fully understand the complaint



August 2017

- Agree that a problem exists; never argue.

- Apologize for the problem.

- Resolve the complaint.

- Thank the customer for bringing the complaint to your attention.

CHECKPOINT

1. What are some behaviors that employees are expected to

display in regards to breaches in the workplace?

2. Outline steps that can be taken to satisfactorily handle

customer’s complaints

ACTIVITY

Role-play a scenario in which a customer had a bad

experience and came to the administrative office to state her

issues. Role-play a negative and the positive way of handling

the issue.



August 2017

References

1. Foster, T. J. (1994). Office skills (4th ed.). London, England:

Stanley Thornes.

2. George, M. J. & Jones, G. R. (2005).Understanding and

managing organizational behavior (4th ed.). Upper Saddle River, NJ: Prentice

Hall.

3. Great Ways to Become More Hospitable. (2016). Retrieved from

http://businessamongmoms.com/2016/03/11/great-ways-to-become-more-

hospitable-with-your-customers/

4. Hanks, J., Fulton, D., & Patsy J. (1996).Procedures for the office professional

(3rd ed.). Ohio: South-Western Educational Publishing.

5. Houlding,D. (2016). 6 Most Common Types of Healthcare Data Security.

Retrieved from https://itpeernetwork.intel.com/6-most-common-types-of-

healthcare-data-security-breaches/

6. Meuwissen, A. (2017). The Importance of Being Polite & Professional.

Retrieved from http://www.outsell.com/blog/2010/11/23/the-importance-of-

being-polite-professional/

7. Pandey, R. (2015). Data Verification is an Important Factor for Retaining

Customers. Retrieved from https://www.linkedin.com/pulse/data-verification-

important-factor-retaining-customers-rajeev-pandey

8. Stulz, K. M., Shumack,K. A., & Fulton-Calkins. (2013). Procedure and theory

for administrative professionals (7th ed.). Mason, OH: South Western Cengage

Learning.

9. The Art of Tact and Diplomacy. (2016). Retrieved from

http://www.skillsyouneed.com/ips/tact-diplomacy.html

10. The Importance of Meeting Customer Expectations (And How ToMeet

Them!). (2016). Retrieved from http://www.unitiv.com/intelligent-help-desk-

blog/bid/80165/The-Importance-of-Meeting-Customer-Expectations-And-How-

to-Meet-Them



August 2017











1. I can seek customer feedback to determine if advice given resulted

in desired outcome

2. I can record customer’s feedback

3. I can verify and review feedback from customer with relevant staff

as required

4. I can follow established procedures to review customer’s

observation/complaints

5. I can identify possible staff breaches of operating guidelines

6. I can take action to satisfactorily redress any offences given to

customer

7. I can categorize feedback from customers to permit analysis and

decision-making by management

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LRDU-LG-ITCCOR0041D-1.0 August 2017

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