Model Assignment
Issued September 2009
OCR Level 3 Nationals in Business
Unit 2: Customer service
Please note:
This OCR model assignment may be used to provide evidence for the unit above.
Alternatively, centres may wish to adapt this assignment or devise their own assignment for
the purposes of assessment. It is the centre’s responsibility to ensure that any adaptations
made to this assignment allow candidates to meet all the assessment objectives and
provide sufficient opportunity for candidates to demonstrate achievement across the full
range of grades.
The scheme codes for these qualifications are:
OCR Level 3 National Certificate in Business
OCR Level 3 National Diploma in Business
OCR Level 3 National Extended Diploma in Business
03635
03636
03637
The QCA Accreditation Number for this unit is:
Unit 2: Customer service
L/102/1394
This OCR model assignment remains live for the life of these qualifications.
ALL THESE MATERIALS MAY BE PHOTOCOPIED. Any photocopying will be done under the
terms of the Copyright Designs and Patents Act 1988 solely for the purposes of assessment.
G310 09-09
© OCR 2009
OCR Level 3 Nationals in Business
Contents
Page number(s)
TUTOR INFORMATION
3 - 10
Guidance for centres
4-5
This section provides general guidance to centre staff on the preparation
and completion of the assignment.
Notes for tutors
6 - 10
This section provides additional guidance and support to centre staff for
each task. It is not intended for use by candidates.
11 - 22
CANDIDATE INFORMATION
(This section must be photocopied for each candidate)
12 - 13
General information for candidates
This section provides candidates with general information on completion of
the assignment in a question and answer format.
Scenario
14
This section contains the scenario which candidates will need to be familiar
with in order to complete the tasks.
Tasks
15 - 20
This section contains all the tasks candidates must complete before
submission for assessment.
Candidate checklist
21 - 22
This checklist is provided to assist candidates in ensuring that they have
completed and submitted evidence for all tasks.
2
Model Assignment – Issued September 2009
Unit 2 – Customer service
Model Assignment: Tutor Information
OCR Level 3 Nationals in Business
Unit 2: Customer service
Model Assignment – Issued September 2009
Unit 2 – Customer service
3
OCR Level 3 Nationals in Business
Guidance For Centres
1
General
1.1
OCR model assignments are issued free to centres on approval and are available to
download from our website: www.ocr.org.uk.
1.2
Centres may choose to:
•
•
•
1.3
2
3
4
use OCR model assignments for formal summative assessment of candidates
tailor OCR model assignments for formal summative assessment of candidates
use OCR model assignments as a benchmark for devising their own assignment.
This assignment has been designed to meet the full assessment requirements of the
unit. Candidates will need to take part in a planned learning programme that covers
the underpinning knowledge and skills of the unit.
Before carrying out the assignment
2.1
Candidates should be provided with a copy of the Candidate Information section of this
booklet.
2.2
Candidates may carry out preparations prior to undertaking the tasks; there is no time
limit for this.
When completing the assignment
3.1
Candidates should be allowed sufficient time to complete all of the tasks. The amount of
time may vary depending on the nature of the tasks and the ability of individual
candidates. It is suggested that evidence is produced in several sessions.
3.2
Each candidate must produce individual and authentic evidence for each task within the
assignment.
3.3
Centre staff may give support and guidance to candidates. This support and guidance
should focus on checking that candidates understand what is expected of them. It is not
acceptable for tutors to provide model answers or to work through answers in detail.
3.4
Candidates may use information from any relevant source to help them with producing
evidence for the tasks.
3.5
It is acknowledged that candidates in their responses may refer to situations in the
scenario but as the scenario is fictitious this does not break any rules of confidentiality.
However, candidates must be guided on the use of information from other sources to
ensure that confidentiality is maintained at all times.
Model Assignment – Issued September 2009
Unit 2 – Customer service
OCR Level 3 Nationals in Business
4
5
6
After completing the assignment
4.1
Candidates’ evidence is assessed by the centre’s assessor against the qualification
specification contained in the Centre Handbook. When grading candidates' work centres
must use the grading descriptors in the unit. For further information about assessment
please refer to the section on Assessment and Moderation in the Centre Handbook.
4.2
Assessors’ decisions should be quality assured across the centre through internal
moderation. For further information about internal moderation please refer to the section
on Assessment and Moderation in the Centre Handbook.
Presentation of work
5.1
Candidates may use the Candidate Checklist provided to ensure that they submit
evidence for ALL tasks. They can do this by using the Candidate Checklist as a
contents page inserting references/page numbers in the boxes provided.
5.2
Centres may wish to discourage candidates from excessive use of plastic wallets for
presentation of their evidence as this may hinder the assessment process. Instead
centres may wish to encourage candidates to present their work so that it is easily
accessible, eg spiral bound, stapled booklet, treasury tag.
Acceptable evidence
6.1
7
For guidance on generation and collection of evidence please refer to the section on
Assessment and Moderation in the Centre Handbook.
Reworking the assignment
7.1
If candidates do not meet the minimum PASS requirements for the assessment
objectives, further work will be required.
7.2
Tutors may give feedback to candidates to support and guide them in producing
evidence to the required standard.
Model Assignment – Issued September 2009
Unit 2 – Customer service
5
OCR Level 3 Nationals in Business
Notes For Tutors
Introduction to the Tasks
The tasks have been designed to enable candidates to demonstrate their knowledge and skills in
meeting the needs of different customers. They will develop an understanding of the customer
service policies and standards within business.
The tasks have been designed so that all of the assessment objectives in Unit 2 are addressed.
These guidance notes should be used in conjunction with the unit specification and Centre
Handbook.
The Tasks
Task 1: Benefits of good customer service
Assessment Objective 1 is assessed in this task.
In order to complete this task, candidates are required to explain the benefits to businesses of
providing good customer service to both internal and external customers. Candidates should use
real examples from businesses to illustrate their evidence.
Task 2: How customer responses are adapted to the needs of the customer
Assessment Objective 2 is assessed in this task.
In order to complete this task candidates are required to describe how customer service responses
are adapted to meet the needs of different types of customers in a variety of situations.
Candidates should use real examples from businesses to illustrate their evidence.
Task 3: Investigation into a customer service function and how customer
service standards are planned, implemented and monitored
Assessment Objectives 3 and 4 are assessed in this task.
Assessment Objectives 3 and 4 must be related to a selected business. However, they do not
need to be the same business. Although the way the task has been written does direct candidates
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Model Assignment – Issued September 2009
Unit 2 – Customer service
OCR Level 3 Nationals in Business
to use the same business for both parts of the task, if they were struggling to obtain the information
a different business could be substituted.
The first part of the task involves candidates investigating the customer service functional area of
their selected business. They need to find out how the customer service function operates within
the business and how it interacts with other functional areas. A good way to illustrate the process
is to use examples that would be relevant to the selected business. This could be a customer
wishing to complain, returning goods or just seeking additional information.
In order to achieve the second part of the task candidates are required to find out how the selected
business plans, implements and monitors the impact of customer service standards on the
operation of the business.
Task 4: Demonstration of customer service, evaluation of own performance,
actions for development
Assessment Objective 5 is assessed in this task.
In order to achieve this assessment objective, candidates need to demonstrate customer service
on four occasions. The four situations must include:
•
•
at least one internal customer
at least two external customers.
Candidates’ demonstration of customer service must also cover the following mediums:
•
•
•
telephone conversations
written communications
face to face interactions.
Candidates can collect their evidence through the use of role play, work experience or part time
jobs. Witness statements will be required to support the evidence presented.
Candidates must then evaluate their own performance and propose appropriate actions for
development.
Model Assignment – Issued September 2009
Unit 2 – Customer service
7
Witness Statement – Task 4
Witness Statement for Unit 2: Customer service role
Role plays/demonstration of customer service through work experience or part time work
AO5
Demonstrate customer service
CANDIDATE NAME
ASSESSOR NAME
ASSESSOR FEEDBACK
Please tick
Assessor
comments
Customer service situation one
Fair
Good
Weak
Internal
External
Face to face
Written
Excellent
Telephone
Date:
Please tick
Assessor
comments
Weak
Internal
Customer service situation two
Fair
Good
External
Face to face
Written
Excellent
Telephone
Date:
8
Model Assignment – Issued September 2009
Unit 2 – Customer service
OCR Level 3 Nationals in Business
Please tick
Assessor
comments
Weak
Internal
Customer service situation three
Fair
Good
External
Face to face
Written
Excellent
Telephone
Date:
Please tick
Assessor
comments
Weak
Internal
Customer service situation four
Fair
Good
External
Face to face
Written
Excellent
Telephone
Date:
Model Assignment – Issued September 2009
Unit 2 – Customer service
9
OCR Level 3 Nationals in Business
FOR AREAS IMPROVEMENT/GENERAL COMMENTS – Assessor to complete
ASSESSOR SIGNATURE:
DATE:
CANDIDATE SIGNATURE:
DATE:
10
Model Assignment – Issued September 2009
Unit 2 – Customer service
Model Assignment: Candidate Information
OCR Level 3 Nationals in Business
Unit 2: Customer service
CANDIDATE NAME:
Model Assignment – Issued September 2009
Unit 2 – Customer service
11
OCR Level 3 Nationals in Business
General Information for Candidates
Q
Do I have to pass this assignment?
A
Yes. You must pass this assignment to achieve the full qualification.
Q
What help will I get?
A
Your tutor will help you when completing the OCR model assignment and will make sure that
you know what resources/facilities you need and are allowed to use.
Q
What if I don’t understand something?
A
It is your responsibility to read the assignment carefully and make sure you understand what
you need to do and what you should hand in. If you are not sure, check with your tutor.
Q
Can I copy other people’s work?
A
No. The work that you produce must be your own work and you may be asked to sign a
declaration to say that the work is your own. You should never copy the work of other candidates
or allow others to copy your work. Any information that you use from other sources, eg books,
newspapers, professional journals, the internet, must be clearly identified and not presented as
your own work.
Q
Can I work in a group?
A
Yes. However, if you work in a group at any stage you must still produce work that shows
your individual contribution.
Q
How should I present my work?
A
You can present your work in a variety of ways, eg hand-written, word-processed, on video.
However, what you choose should be appropriate to the task(s). For some work, eg presentations,
coaching sessions, role-play, work experience, you will need to provide proof that you completed
the task(s). A witness statement or observation sheet could be used for this. If you are unsure,
check with your tutor.
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Model Assignment – Issued September 2009
Unit 2 – Customer service
OCR Level 3 Nationals in Business
Q
When I have finished, what do I need to hand in?
A
You need to hand in the work that you have completed for each task. Do not include any
draft work or handouts unless these are asked for. When you hand in your work make sure that it
is labelled, titled and in the correct order for assessing.
Q
How will my work be assessed?
A
Your work will be marked by an assessor in your centre. The assessor will mark the work
using the assessment objectives and the grade descriptors in the qualification specification.
Model Assignment – Issued September 2009
Unit 2 – Customer service
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OCR Level 3 Nationals in Business
Scenario
You have recently applied for a job within a large customer service department and have been
called for an interview.
Upon reflection you realise that you do not know that much about customer service, having always
taken it for granted; you thought it was just what businesses did. Bearing this in mind and not
wanting to make a fool of yourself at the interview, you have decided to undertake some in-depth
research into customer service.
You have discussed this interview and your concerns with your tutor who has recommended that
you complete the set tasks below. These will give you an insight into:
•
•
•
•
14
the benefits to business of providing good customer service to internal and external
customers
how customer service responses are adapted to the needs of the customer
how a selected business operates and manages its customer service functional area
how customer service standards are planned, implemented and monitored and the impact
of this on the operation of a selected business.
Model Assignment – Issued September 2009
Unit 2 – Customer service
OCR Level 3 Nationals in Business
Tasks
Task 1: Benefits of good customer service
Assessment Objective 1
Your interview is with a business that rates their customer service as excellent. Within the next
task you are going to investigate the benefits of good customer service.
You are required to illustrate, using examples, the benefits to businesses of providing good
customer service to:
•
•
internal customers
external customers.
In order to achieve the higher grades you will produce a comprehensive explanation, fully
illustrated through the use of relevant examples.
The following headings must be used when structuring your evidence.
Caring for external customers, benefits for the business:
•
•
•
•
•
•
satisfied customers
loyal customers
more customers through repeat business and recommendations
increased sales
better public image
an edge over the competition.
Caring for internal customers, benefits for the business:
•
•
•
better level of service given by all members of staff to one another
happier and more efficient workforce
improved job satisfaction.
Task 2: How customer responses are adapted to the needs of the customer
Assessment Objective 2
As part of your interview you will be required to take part in some role play situations to show how
you deal with different types of customers.
You have decided to investigate how different types of business adapt their responses to meet the
needs of their customers.
You are required to:
Describe how customer service responses are adapted to meet the needs of the customer.
Model Assignment – Issued September 2009
Unit 2 – Customer service
15
OCR Level 3 Nationals in Business
In order to achieve the higher grades you will need to use a range of relevant examples to fully
illustrate your evidence.
The following headings must be used when structuring your evidence.
Types of customer:
•
•
•
•
•
•
•
•
individuals
groups
people of different ages
people from different cultures
non-English speakers
people with specific needs (eg wheelchair access)
young children
business people.
Adapting responses to deal with:
•
•
•
•
•
•
predictable and unpredictable situations
providing knowledge and information to different types of customers
adapting information for customers with different levels of understanding
dealing with sensitive issues and adapting what is said or written to customers
situations where the customer must be referred to someone else
Data Protection Act.
Task 3: Investigation into a customer service function and how customer
services standards are planned, implemented and monitored
You realise that at the moment you have no real knowledge of what the customer service function
within a business actually does. In order to rectify this situation you are about to undertake some
research into how a customer service function operates. You will also need to know how
businesses plan and monitor whether the customer service they offer their customers actually
meets their needs. All this information should give you sufficient knowledge and confidence to
answer any difficult questions at interview. It will also help you decide if you actually want to work
within a customer service function.
Assessment Objectives 3 and 4
For this task you are required to investigate the customer service function of a selected business.
In order to complete stages (a) and (b) you must ensure that you are able to obtain sufficient
information to cover the knowledge, understanding and skills.
Check with your tutor the suitability and range of information you have on your selected business
prior to starting the task. This will ensure that you are able to meet the assessment objective fully
before starting any written work.
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Model Assignment – Issued September 2009
Unit 2 – Customer service
OCR Level 3 Nationals in Business
As this task involves an investigation you may wish to work in pairs. However, your work must be
written up individually. You need to undertake detailed research into your selected business in
order to:
(a) Describe, using examples, the customer service function of your selected business and
describe its structure, operation and interactions.
You need to be able to describe exactly what this department does and how it works. You
will also need to describe clearly how this department interacts and links with other
departments within the organisation. One good way of doing this is by illustrating how the
system works by the use of detailed examples. For example, explain the process a
customer would expect to go through when they wish to complain.
The following headings must be used when structuring your evidence:
•
•
•
•
definition of the customer service functional area
the structure and operation of the customer service functional area
how the needs and expectations of the customer influence how the business operates
how customer service interacts with other internal functional areas.
(b) Explain how the customer service standards are planned, implemented and monitored and
the impact this has on the operation of your selected business. You will need to access the
customer service standards that the business uses to measure their customer service
performance. You must explain how these standards are measured and monitored and
explain how these impact on the resources of the business.
Businesses are much more aware of how important it is to provide excellent customer service
in order to gain an ‘edge’ on their competitors. This means that the customer service
department is gaining a much higher status within most businesses. Customer service policy is
now carefully planned to ensure that it meets the needs of all the business’s customers, current
and hopefully new.
The following headings must be used when structuring your evidence.
Planning customer service standards:
•
•
setting aims, outlining measurable benchmarks
designing qualitative and quantitative performance indicators.
Implementing and monitoring customer care standards:
•
•
•
•
•
•
•
providing staff training on raising customer service standards
meeting performance indicators
measuring performance
monitoring performance
reviewing performance and taking action
procedures for handling customer complaints
customer information and helplines.
Impact:
•
resources (human, financial, time physical).
Model Assignment – Issued September 2009
Unit 2 – Customer service
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OCR Level 3 Nationals in Business
Task 4: Demonstration of customer service, evaluation of own performance,
actions for development
In task two you undertook some preparation for the role plays that you might be asked to
participate in at the interview. You are now going to ensure that you have sufficient knowledge of
how to deliver effective customer service. You will need to consider if you can collect sufficient
evidence from work experience, part time jobs or whether you need to participate in role plays.
Assessment Objective 5
In order to achieve this assessment objective you have to demonstrate customer service (in four
situations) and evaluate your own performance, proposing appropriate actions for development.
This evidence can be collected in a number of ways. You may be employed in a part time job
where you offer customer service on a regular basis. Therefore this may be the evidence that you
use. As part of this course you may undertake work experience and you could use this as your
evidence. You may have to undertake four role plays.
You are required to provide evidence of four customer service situations which must include:
•
•
at least one with an internal customer
at least two with external customers.
You must then ensure you include a least one of each of the following:
•
•
•
face to face interaction
written communication
telephone conversation.
You must choose four out of the six types of customer service listed in the first column of
the table below. This evidence can come from park time work, work experience and/or role
plays.
Now you have identified how you will gather your evidence you need to consider how you will get
proof of your competence. Will your employer supply you with a witness statement? Will your
tutor visit you on work experience or in your part time job to witness you giving customer service?
Alternatively, will you participate in role plays?
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Model Assignment – Issued September 2009
Unit 2 – Customer service
OCR Level 3 Nationals in Business
Use the table to show how you are going to demonstrate customer service.
Type of Customer
service
Part Time Work
Work Experience
Role Play
Employer’s
witness
statement/
product
evidence*
Employer’s
witness
statement/
product
evidence*
Tutor’s
witness
statement
Tutor’s
witness
statement
Tutor’s
witness
statement
Peer
group
witness
statement
Internal –
face to face
Internal –
telephone
Internal – written
communication
External – face to
face
External –
telephone
External –
Written
communication
* product evidence can include letters, emails, memorandums and reports
If you need to take part in a simulated role play, below are some ideas of scenarios that could be
expanded to meet the assessment objective.
Face to Face
A customer who brings back a damaged item and wants their money refunded. They feel that the
article is not fit for the purpose.
Or
Explaining to a customer the services that a selected business currently has on offer.
Written Communication
A letter to a customer who has returned faulty goods apologising for the inconvenience and
encouraging them to remain loyal to your business.
Or
A promotional standard letter to all your current customers explaining that your business has now
extended its opening hours, has improved car parking and is looking forward to seeing you on their
open day on …………………………
Model Assignment – Issued September 2009
Unit 2 – Customer service
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OCR Level 3 Nationals in Business
Telephone conversation
Speaking to a customer who has called in querying the times a particular event is taking place and
asking for directions to the event. They would also like to know about the car parking
arrangements and the nearest railway station.
Or
Making a telephone call to a customer confirming that their goods will be delivered as requested on
a particular day and confirming directions to their office.
Having demonstrated your customer service skills over four situations you must now evaluate your
own performance and make suggestions on how you could improve and develop on those skills in
the future.
This is a reflective piece of work and you need to collect feedback from your peers and tutor and
build upon their ideas and thoughts. If you are using your part time employment/work experience
talk to your employer and ask their opinion of your skills and build this into your evaluation. Your
evaluation of performance must recommend any changes to your approach if you were to
undertake these activities again. You should also identify any training needs which would allow
you to become more effective in the future.
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Model Assignment – Issued September 2009
Unit 2 – Customer service
Model Assignment: Candidate Checklist
OCR Level 3 Nationals in Business
Unit 2: Customer service
CANDIDATE NAME:
For task 1 have you:
Completed (9)
Ref/Page
number(s)
Completed (9)
Ref/Page
number(s)
Completed (9)
Ref/Page
number(s)
described the benefits to business of providing good
customer service to internal and external customers?
used examples to illustrate your evidence clearly?
For task 2 have you:
described how customer service responses are adapted to
meet the needs of the customer?
used examples to clearly illustrate your evidence?
For task 3 have you:
described, using examples, the customer service function of a
selected business?
described its structure, operation and interactions?
explained how customer service standards are:
•
planned
•
implemented
•
monitored
•
and the impact this has on the operation of the selected
business?
Model Assignment – Issued September 2009
Unit 2 – Customer service
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OCR Level 3 Nationals in Business
For task 4 have you:
Completed (9)
Ref/Page
number(s)
demonstrated customer service in four situations covering the
following criteria
•
at least one internal customer
•
at least two external customers
•
telephone conversations
•
written communications
•
face to face interaction?
evaluated own performance over the 4 situations?
proposed appropriate actions for development and
recommended any changes to your approach?
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Model Assignment – Issued September 2009
Unit 2 – Customer service