Edexcel BTEC Level 1
Award in Customer Service
Unit 1: Dealing with Customers
and Their Expectations
Assignment 1
Contents
Index
Page No
Learner details*
3
Learner tracker*
3
Learner declaration*
3
Aim and purpose
4
Unit introduction
4
Delivery
4
Assessment
4
Learning outcomes
5
Assessment and grading criteria
5
Unit contents
6
Assignment brief
7
Task 1
8
Task 2
9
* Must be submitted with learner’s evidence.
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Assignment 1 - Unit 1: Dealing with Customers and Their Expectations
Learner Name:
Assessor Name:
Issue Date:
Deadline Date:
Submission Date:
Learner Tracker
Assignment 1
Assessment Criteria
Completed
Grade
Task 1
Task 2
Learner Declaration
The learner declaration must be attached to the completed portfolio of evidence.
Learner Name:
I declare that the work contained in this portfolio of evidence is all my own work.
Learner Signed:
Date:
I declare that the work contained in this portfolio of evidence is all the work of the above learner.
Assessor Name:
Assessor Signed:
Date:
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Assignment 1 - Unit 1: Dealing with Customers and Their Expectations
Unit code: H/503/0532
QCF Level 1: BTEC Specialist
Credit value: 3
Guided learning hours: 18
Unit aim
In this unit learners will develop knowledge of the expectations of different customers and
understanding of how to ensure effective delivery of customer service.
Unit introduction
This unit is designed to introduce the basic customer service skills required at level 1.
Learners will develop knowledge of the different types of external and internal customers and their
expectations. Learners will also learn about the different sources of information required to provide
effective customer service and about appropriate behaviour towards customers.
Delivery
The unit could be delivered in the workplace or under simulated conditions.
Centres could involve guest speakers from the customer service sector in delivering the unit. Visits to
customer service providers could also be incorporated in delivery.
Assessment
Evidence for this unit could be gathered through a set of assignments and role plays. Evidence can be
supported with discussions and visits to commercial organisations.
Essential resources
Textbooks
Carlaw P and Deming VK – The Big Book of Customer Service Training Games
(McGraw Hill, 2007) (McGraw Hill, 2007) ISBN 9780077114763
Leland K and Bailey K – Customer Service for Dummies (John Wiley & Sons, 2006) ISBN 780471768692
Timm P – Customer Service: Career Success Through Customer Loyalty (Prentice Hall, 2010) ISBN
9780135063972
Journal
Customerfirst magazine (Institute of Customer Service)
Website
Council for Administration www.cfa.co.uk
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Learning outcomes and assessment criteria
In order to pass this unit, the evidence that the learner presents for assessment needs to
demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria
determine the standard required to achieve the unit.
On completion of this unit a learner should:
Learning outcomes
1 Know expectations of different customers.
Assessment criteria
1.1 Identify different types of external customers.
1.2 Identify different types of internal
Customers.
1.3 Describe expectations of internal
and external customers.
1.4 Describe the connection between
customer expectations and customer satisfaction
in customer service.
2 Understand how to ensure effective
delivery of customer service
2.1 Explain why knowledge of an organisation’s
products and services is important in ensuring
effective customer service.
2.2 Identify different sources of information on
an organisation’s products and services.
2.3 Describe types of communication used when
delivering effective customer service.
2.4 Describe how the behaviour of customer
service practitioners affects customers’
experiences.
2.5 Explain how teamwork can ensure effective
customer service.
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Unit content
1 Know expectations of different customers
External customers: external customers eg existing, new, individuals, groups, business people, nonEnglish speaking, different ages, different cultures, gender, families, those with special needs (visual,
hearing, mobility impairments)
Internal customers: internal customers eg colleagues, supervisors, warehouse staff, suppliers, agents
of the organisation, teams.
Expectations of different customers: identifying customer needs; providing value for money; providing
quality; providing accurate and reliable information and advice; providing assistance and help; safe
environment eg health and safety, security.
What annoys customers: unable to meet expectations; unable to deliver on promises; lack of
communication; rude staff; lack of care; not offering an explanation.
Connection: service in line with the reputation of the organisation; customers’ expectations of quality,
customers’ expectations of value.
2 Understand how to ensure effective delivery of customer service
Importance of knowledge of an organisation’s products and services: professionalism; meeting
customer expectations; effect on reputation; effect on business; possible legal implications of giving
incorrect information.
Sources of information: brochures; leaflets; electronic eg intranet, internet, web pages; colleagues eg
managers, supervisors; customers; trade organisations.
Types of communication: non-verbal behaviour eg smiling, making eye contact, looking at customer,
open body language, facial expression; spoken language eg appropriate greeting, speaking clearly,
tone of voice, volume, speaking to people who do not have English as a first language.
Impact: effect of business eg customer goes to competitors, customer tells others; effect on profit;
effect on reputation.
Teamwork: meeting customer expectations by working together; supporting each other; using
expertise/experience of other team members; using different skills within the team.
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Assignment brief
This assignment comprises of all the assessment requirements for the completion of unit 1: Dealing with
Customers and Their Expectations
This assignment is made up of 1 scenario and 2 tasks. You MUST complete both tasks successfully to
gain full unit accreditation.
Time allowance
The recommended time allowance for this assignment is 18 guided learning hours. This will give you 9
hours per task.
Health and safety
You are responsible for maintaining the safety of others as well as yourself. You are asked to work
safely at all times.
You will not be allowed to continue with this assignment if you compromise any of the Health and
Safety requirements.
Evidence
All evidence MUST be of your own work and signed by you and your assessor. It is good practice to
submit research evidence to support your own work.
Evidence requirements list
Task
Evidence
Assessment Criteria
1
Word document
1.2 /1.2/1.3/1.4
2
Hand-out or leaflet
2.1/2.2/2.3/2.4/2.5
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Assignment 1 - Unit 1: Dealing with Customers and Their Expectations
Scenario
As part of your course, your tutor will ask you to put together some documents showing your
knowledge of the different types of external and internal customers and their expectations. You will
also explore different sources of information required for providing effective customer service and
appropriate behaviour towards customers.
Task 1
When working with the public, it is so important to understand the expectations of different
customers. For the benefit of new staff, create a Word document which can be shown to them on
induction. Be sure to include the following 4 points:
1. Identify different types of external customers e.g existing, new, individuals, groups, business
people, non-English speaking, different ages, different cultures, gender, families, those with
special needs (visual, hearing, mobility impairments)
2. Identify different types of internal Customers e.g colleagues, supervisors, warehouse staff,
suppliers, agents of the organisation, teams.
3. Describe expectations of internal and external customers e.g identifying customer needs;
providing value for money, providing quality, providing accurate and reliable information and
advice, providing assistance and help, health and safety, security.
4. Describe the connection between customer expectations and customer satisfaction in customer
service.
 What annoys customers: unable to meet expectations; unable to deliver on promises; lack of
communication; rude staff; lack of care; not offering an explanation.
 Connection: service in line with the reputation of the organisation; customers’ expectations of
quality, customers’ expectations of value.
(1.1, 1.2, 1.3, 1.4)
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Task 2
Continuing with the training of new staff, you have been asked to put together a leaflet or hand out
that shows staff how to ensure effective delivery of customer service. Ensure the following 5 points
are discussed in the document.
1. Explain why knowledge of an organisation’s products and services are important to ensuring
effective customer service e.g professionalism; meeting customer expectations; effect on
reputation; effect on business; possible legal implications of giving incorrect information.
2. Identify different sources of information on an organisation’s products and services e.g brochures,
leaflets, intranet, internet, web pages, managers, supervisors, customers, trade organisations.
3. Describe types of communication used when delivering effective customer service. e.g smiling,
making eye contact, looking at customer, open body language, facial expression, appropriate
greeting, speaking clearly, tone of voice, volume, speaking to people who do not have English as a
first language.
4. Describe how the behaviour of customer service practitioners affects customers’ experiences and
business eg customer goes to competitors, customer tells others; effect on profit; effect on
reputation.
5. Explain how teamwork can ensure effective customer service e.g meeting customer expectations
by working together, supporting each other, using expertise/experience of other team members,
using different skills within the team.
(2.1, 2.2, 2.3, 2.4, 2.5)
End of assignment
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