UNIT-3 Customer service

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Unit content

1. Understand customer service policies within business and services contexts Policies: policies (structure, use, focus, customer requirements/expectations, product and service knowledge, consultation, confidentiality, customer perceptions and satisfaction, monitor customer service and satisfaction, influences affecting implementation, effective communication) Quality of service: methods of assessment; customer expectations; standardised procedures; codes of practice; staff levels (staffing levels, staff competency, flexibility, reliability and responsiveness) Evaluation: purpose; sources of feedback; accuracy; relevance; reliability; validity; methods of data collection; improvements; staff training and development Hospitality industry: industries within the hospitality industry eg hotels, restaurants, pubs, bars and nightclubs, contract food service providers, hospitality services, membership clubs, events

2. Understand the purpose of promoting a customer-focused culture Communication: types eg verbal, non-verbal body language, written; types of response; use; effect Customer: central role; customer service culture; identifying and analysing customer requirements and expectations; influences of service provision on customer perceptions Benefits of improved service: customer satisfaction, repeat business, improved reputation, increased profit

3. Be able to investigate customer requirements and expectations Requirements: sources of information eg customers, staff, management, customer records, past information Primary research: primary research eg sampling, qualitative, quantitative; interview eg individual, group, survey, observation; contact methods eg mail, telephone, personal Secondary research: internal eg sales records, yield data, financial information, client databases; external eg government publications, trade journals, periodicals, professional associations, national organisations, commercial data Satisfaction levels: planning; strategy; assessment of options using researched information; role of the business and services manager; staffing levels; motivating staff; improvements

4.Be able to provide customer service within business and services contexts to meet required standards Types of customers: different age groups eg the elderly, children; different cultural backgrounds; special needs eg physically disabled; satisfied; dissatisfied; under influence eg drugs, alcohol, medication Customer needs: customer needs eg products and services, urgent, non-urgent, special requirements, quality of service, value for money, cultural, social; trends eg fashion, ergonomic, equipment, training, products and services, consumer protection legislation Customer service: consultation; advice; personal selling; complaints procedure; reception skills; confidentiality

Learning outcomes and assessment criteria

Learning outcomes
On successful completion of this unit a learner will: LO1 Understand customer service policies within business and services contexts LO2 Understand the purpose of promoting a customerfocused culture

Assessment criteria for pass
The learner can:
1.1 discuss reasons for using customer service policies
1.2 discuss the purpose of evaluating a customer service policy, indicating how this can assist future staff training and development
 2.1 evaluate different communication methods and how these are used to best effect
2.2 analyse how customer perception is influenced by customer service provision

LO3 Be able to investigate customer requirements and expectations
3.1 assess sources of information on customer requirements and satisfaction levels
3.2 carry out research on customer requirements and satisfaction levels for a selected business, suggesting potential improvements

LO4 Be able to provide customer service within business and services contexts to meet required standards
4.1 deliver customer service in a business and service environment
 4.2 review own performance in the delivery of customer service and make recommendations for improvement


This unit can be linked with the following units in this qualification:
 Unit 5: Food and Beverage Operations Management
Unit 6: Rooms Division Operations Management
Unit 7: The Developing Manager Unit 8: Marketing in Hospitality
Unit 13: Conference and Banqueting Management
Unit 14: Hospitality Contract and Event Management
Unit 21: Small Business Enterprise.

This unit links to the following Management NVQ units:

F5: Resolve customer service problems
 F6: Monitor and solve customer service problems
 F7: Support customer service improvements
F8: Work with others to improve customer service
F9: Build your organisation’s understanding of its market and customers
F10: Develop a customer focused organization
 F11: Manage the achievement of customer satisfaction.

Essential requirements
The use of appropriate case studies will enhance the relevance of the unit and show how different organisations, both local and national, have developed their customer care policies.

Employer engagement and vocational contexts
Centres should try to establish links with appropriate businesses in order to bring realism and relevance to the unit.

BH027242 – Edexcel BTEC Levels 4 and 5 Higher Nationals specification in Hospitality Management – Issue 2 – May 2011 © Edexcel Limited 2011