Customer Service Book

Customer Service
National Occupational Standards
February 2013

Skills CFA
6 Graphite Square, Vauxhall Walk, London SE11 5EE
T: 0207 0919620
F: 0207 0917340
E:
www.skillscfa.org


Contents
No.

NOS Title

Page

CFACSA1

Maintain a positive and customer-friendly attitude

1

CFACSA10

Deal with customers face to face

5

CFACSA11

Deal with incoming telephone calls from customers

9

CFACSA12

Make telephone calls to customers

13

CFACSA13

Deal with customers in writing or electronically

17

CFACSA14

Use customer service as a competitive tool

21

CFACSA15

Organise the promotion of additional services or products to

25

customers
CFACSA16

Build a customer service knowledge base

29

CFACSA17

Champion customer service

33

CFACSA18

Make customer service environmentally friendly and sustainable

37

CFACSA19

Deal with customers using a social media platform

41

CFACSA2

Behave in a way that gives a good customer service impression

45

CFACSA20

Champion use of social media to build customer trust and enhance

49

brand value
CFACSA3

Communicate effectively with customers

53

CFACSA4

Give customers a positive impression of yourself and your

57

organization
CFACSA5

Promote additional services or products to customers

61

CFACSA6

Process information about customers

65

CFACSA7

Live up to the brand promise when delivering customer service

69

CFACSA8

Make customer service personal

73

CFACSA9

Go the extra mile in customer service

77

CFACSB1

Do your job in a customer-friendly way

81

CFACSB10

Organise the delivery of reliable customer service

85

CFACSB11

Improve the customer relationship

89

CFACSB12

Maintain and develop a healthy and safe customer service

93

environment


CFACSB13

Plan, organise and control customer service operations

97

CFACSB14

Review the quality of customer service

101

CFACSB15

Build and maintain effective customer relations

105

CFACSB16

Deliver seamless customer service with a team

109

CFACSB17

Deliver customer service in an environmentally friendly and

113

sustainable way
CFACSB2

Deliver reliable customer service

117

CFACSB3

Deliver customer service on your customer’s premises

121

CFACSB4

Recognise diversity when delivering customer service

125

CFACSB5

Deal with customers across a language divide

129

CFACSB6

Use questioning techniques when delivering customer service

133

CFACSB7

Deal with customers using bespoke software

137

CFACSB8

Maintain customer service through effective handover

141

CFACSB9

Deliver customer service using service partnerships

145

CFACSC1

Recognise and deal with customer queries, requests and problems

149

CFACSC2

Take details of customer service problems

153

CFACSC3

Resolve customer service problems

157

CFACSC4

Deliver customer service to challenging customers

161

CFACSC5

Monitor and solve customer service problems

165

CFACSC6

Apply risk assessment to customer service

169

CFACSC7

Process customer service complaints

173

CFACSC8

Handle referred customer complaints

177

CFACSD1

Develop customer relationships

181

CFACSD10

Develop your own and others’ customer service skills

185

CFACSD11

Lead a team to improve customer service

189

CFACSD12

Gather, analyse and interpret customer feedback

193

CFACSD13

Monitor the quality of customer service transactions

197

CFACSD14

Implement quality improvements to customer service

201

CFACSD15

Plan and organise the development of customer service staff

204

CFACSD16

Develop a customer service strategy for a part of an organization

209


CFACSD17

Manage a customer service award programme

213

CFACSD18

Apply technology or other resources to improve customer service

217

CFACSD19

Review and re-engineer customer service processes

221

CFACSD2

Support customer service improvements

225

CFACSD20

Manage customer service performance

229

CFACSD21

Analyse and report on the content of customer service feedback

233

posted on social media platforms
CFACSD22

Develop a customer service network through social media platforms

237

CFACSD3

Develop personal performance through delivering customer service

241

CFACSD4

Support customers using on-line customer service

245

CFACSD5

Buddy a colleague to develop their customer service skills

249

CFACSD6

Develop your own customer service skills through individual learning

253

CFACSD7

Support customers using self-service technology

257

CFACSD8

Work with others to improve customer service

261

CFACSD9

Promote continuous improvement

265

CFACSF1

Communicate in a customer service environment

269

CFACSF2

Deliver customer service within the rules

273

CFACSF3

Show understanding of customer service principles

277

CFACSF4

Show understanding of the rules that impact on improvements in

281

customer service
CFACSF5

Show understanding of customer service management

285

CFACSF6

Follow organisational rules, external regulations and legislation

289

when managing customer service


CFACSA1
Maintain a positive and customer-friendly attitude

Overview

This Standard is part of the Customer Service Theme of Impression and Image.
This Theme covers the Customer Service behaviours and processes that have
most impact on the way your customer sees you and your organisation.
Remember that customers include everyone you provide a service to. They
may be external to your organisation or they may be internal customers.
Your attitude and the way you behave towards customers affects customer

satisfaction. Simply following procedures may not be enough to provide good
customer service. Customers like to deal with organisations whose staff show
that they are willing and keen. Customers like to know that you and your
colleagues want to help. You can show this by being friendly and positive and
giving them your full personal attention.

1


CFACSA1
Maintain a positive and customer-friendly attitude
Performance
criteria

Show the right attitude for customer service

You must be able to:

P1
P2
P3
P4
P5
P6
P7
P8

speak to customers clearly and put them at their ease
recognise how customers are feeling and establish a rapport with them
show customers that you are willing and enthusiastic at all times

recognise that each customer is different and treat them as individuals
show customers respect at all times and in all circumstances
show customers that you can be relied on
show colleagues respect at all times and in all circumstances
show colleagues that you can be relied on

Show appropriate and positive behaviours to customers
You must be able to:

P9
P10
P11
P12

recognise and respond when a customer wants or needs attention
greet customers politely and positively
focus on your customers and ignore distractions
react appropriately to situations that are important enough to interrupt
your work with your customer
P13 thank customers for the information they have given or for doing
business with your organisation
P14 help colleagues to provide good customer service

2


CFACSA1
Maintain a positive and customer-friendly attitude
Knowledge and
understanding

You need to know and
understand:

K1
K2
K3
K4
K5

signs that a customer gives when seeking attention
what rapport is and what it looks, sounds and feels like
what is important enough to interrupt your work with a customer
positive and negative body language and facial expressions
that people are different and have different expectations for many
reasons such as their age, culture and personality

3


CFACSA1
Maintain a positive and customer-friendly attitude
Developed by

Skills CFA

Version number

2

Date approved

January 2013

Indicative review
date

January 2016

Validity

Current

Status

Original

Originating
organisation

Skills CFA

Original URN

CFACSA1

Relevant
occupations

Customer Service Occupations

Suite

Customer Service (2013)

Key words

Attitude; behaviour; listening; customer satisfaction; friendly; positive; personal
attention focus; work with others; communication; body language; culture;
personality

4


CFACSA10
Deal with customers face to face

Overview

This Standard is part of the Customer Service Theme of Impression and Image.
This Theme covers the Customer Service behaviours and processes that have
the most impact on the way your customer sees you and your organisation.
Remember that customers include everyone you provide a service to. They
may be external to your organisation or they may be internal customers.
This Standard is all about the skills you need to deal with your customer in
person and face to face. When you are working with a customer in this way,
good feelings about the way you look and behave can improve how your
customer feels about the transaction and give them greater satisfaction. Whilst
verbal communication is important, your focus on your customer and the
relationship that is formed also depends on the non-verbal communication that
takes place between you. You have many opportunities to impress your

customer and your behaviour in this situation can make all the difference to
customer behaviour and the satisfaction that they feel.

5


CFACSA10
Deal with customers face to face
Performance
criteria

Communicate effectively with your customer

You must be able to:

P1
P2
P3
P4
P5
P6
P7
P8

plan a conversation with your customer that has structure and clear
direction
hold a conversation with your customer that establishes rapport
focus on your customer and listen carefully to ensure that you collect all
possible information you need from the conversation
explain your services or products and your organisation’s service offer to

your customer clearly and concisely
adapt your communication to meet the individual needs of your customer
anticipate your customer’s requests and needs for information
balance conflicting demands for your attention whilst maintaining rapport
with your current customer
calm down the situation when one customer is adversely affecting the
customer service enjoyed by other customers

Build rapport with your customer through body language
You must be able to:

P9
P10
P11
P12
P13
P14

present a professional and respectful image when dealing with your
customer
show an awareness of your customer’s needs for personal space
focus attention on your customer so that non-verbal signs do not indicate
disinterest, boredom or irritation
ensure that your customer focus is not interrupted by colleagues
observe all customers and the total customer service situation whilst
maintaining rapport with your customer
observe your customer to read non-verbal clues about their wishes and
expectations

6

CFACSA10
Deal with customers face to face
Knowledge and
understanding
You need to know and
understand:

K1
K2
K3
K4
K5
K6
K7
K8
K9

the importance of speaking clearly and slowly when dealing with a
customer face to face
the importance of taking the time to listen carefully to what your customer
is saying
your organisation’s procedures that impact on the way you are able to
deal with your customers face to face
the features and benefits of your organisation’s services or products
your organisation’s service offer and how it affects the way you deal with
customers face to face
the principles of body language that enable you to interpret customer
feelings without verbal communication

the differences between behaving assertively, aggressively and
passively
why the expectations and behaviour of individual customers will demand
different responses to create rapport and achieve customer satisfaction
the agreed and recognised signs in customer behaviour in your
organisation that indicate that your customer expects a particular action
by you.

7


CFACSA10
Deal with customers face to face
Developed by

Skills CFA

Version number

2

Date approved

January 2013

Indicative review
date

January 2016

Validity

Current

Status

Original

Originating
organisation

Skills CFA

Original URN

CFACSA10

Relevant
occupations

Customer Service Occupations

Suite

Customer Service (2013)

Key words

face to face; satisfaction; relationships; impression formation; customer
service; communication; problem solving; behaviours; work with others; team

working

8


CFACSA11
Deal with incoming telephone calls from customers

Overview

This Standard is part of the Customer Service Theme of Impression and Image.
This Theme covers the Customer Service behaviours and processes that have
most impact on the way your customer sees you and your organisation.
Remember that customers include everyone you provide a service to. They
may be external to your organisation or they may be internal customers.
Many organisations deal with incoming telephone calls as a key part of their
customer service. Customer expectations are high when calling organisations
because they have had an opportunity to prepare for their call. In addition,
many calls start with customers in a negative frame of mind because they see
making a call as a way of dealing with a customer service problem. This
Standard is about being prepared to deal effectively with calls and using
effective communication to satisfy customers with the outcome of each
incoming call.

9


CFACSA11
Deal with incoming telephone calls from customers
Performance

criteria

Use telecommunications systems effectively

You must be able to:

P1
P2
P3
P4
P5

operate telecommunications equipment efficiently and effectively
speak clearly and slowly and adapt your speech to meet the individual
needs of your customer
listen carefully when collecting information from your customer
select the information you need to record and store following your
organisation’s guidelines
update customer records during or after the call to reflect the key points
of the conversation

Establish rapport with customers who are calling
You must be able to:

P6
P7
P8
P9

greet your customer following your organisation’s guidelines

listen closely to your customer to identify their precise reason for calling
and what outcome they are seeking from the call
confirm the identity of your customer following organisational guidelines
use effective and assertive questions to clarify your customer’s requests

Deal effectively with customer questions and requests
You must be able to:

P10 identify the options you have for responding to your customer and weigh
up the benefits and drawbacks of each
P11 choose the option that is most likely to lead to customer satisfaction
within the service offer
P12 give clear and concise information to customers in response to questions
or requests
P13 use questions and answers to control the length of the conversation
P14 keep your customer informed about your actions when accessing
information to provide responses or if they are going to be on hold for a
period of time
P15 put your customer on hold and ensure you cannot be heard if you are
discussing action with others or calling a colleague
P16 summarise the outcome of the call and any actions that you or your
customer will take as a result
P17 check before the call is finished that your customer is content that all
their questions or requests have been dealt with
P18 complete any follow up actions agreed during the call
P19 take a clear message for a colleague if you are unable to deal with some
aspect of your customer’s questions or requests
P20 ensure that promises to call back are kept

10

CFACSA11
Deal with incoming telephone calls from customers
Knowledge and
understanding
You need to know and
understand:

K1

your organisation’s guidelines and procedures for the use of the
telecommunications system
K2 how to operate your organisation’s telecommunications system
K3 the importance of speaking clearly and slowly when dealing with
customers by telephone
K4 the effects of smiling and other facial expressions that can be detected
by somebody listening to you on the telephone
K5 the importance of adapting your speech to meet the needs of customers
who may find your language or accent difficult to understand
K6 what information it is important to note during or after telephone
conversations with customers
K7 your organisation’s guidelines and procedures for what should be said
during telephone conversations with customers
K8 the importance of keeping your customer informed if they are on hold
during a call
K9 the importance of not talking across an open line
K10 what details should be included if taking a message for a colleague
K11 your organisation’s guidelines and procedures for taking action to follow
up calls made to customers

K12 your organisation’s guidelines for handling abusive calls

11


CFACSA11
Deal with incoming telephone calls from customers
Developed by

Skills CFA

Version number

2

Date approved

January 2013

Indicative review
date

January 2016

Validity

Current

Status

Original

Originating
organisation

Skills CFA

Original URN

CFACSA11

Relevant
occupations

Customer Service Occupations

Suite

Customer Service (2013)

Key words

Telephone; customer expectations; callers; effective communication; calls;
telecommunication; give information; receive information; conversations

12


CFACSA12
Make telephone calls to customers

Overview

This Standard is part of the Customer Service Theme of Impression and Image.
This Theme covers the Customer Service behaviours and processes that have
most impact on the way your customer sees you and your organisation.
Remember that customers include everyone you provide a service to. They
may be external to your organisation or they may be internal customers.
Many customer service jobs involve contacting customers by telephone.
Making an effective telephone call involves very specific actions and should not
be seen as a casual activity. By making a call to a customer you have the
opportunity to prepare and you are therefore more likely to be able to lead the
conversation in the direction you want it to go. This Standard is about planning
and making calls to customers in a way that contributes positively to your
organisation’s customer service.

13


CFACSA12
Make telephone calls to customers
Performance
criteria

Plan your calls effectively

You must be able to:

P1
P2

P3
P4

use appropriate customer information to plan your call
anticipate your customer’s expectations and assemble all the information
you might need before your conversation with your customer
identify the objective of your call and the way in which you want the call
to end
plan the opening part of your conversation with your customer and
anticipate their possible responses

Use telecommunications systems effectively
You must be able to:

P5
P6
P7
P8
P9

operate telecommunication equipment efficiently and effectively
speak clearly and slowly and adapt your speech to meet the individual
needs of your customer
listen carefully when collecting information from your customer
select the information you need to record and store following your
organisation’s guidelines
update customer records during or after the call to reflect the key points
of the conversation

Make focussed calls to your customer

You must be able to:

P10 open the conversation positively and establish a rapport with your
customer
P11 confirm the identity of your customer following organisational guidelines
P12 ensure that your customer is aware of the purpose of your call as early
as possible
P13 respond positively to queries and objections from your customer
P14 summarise the outcome of the call and any actions that you or your
customer will take as a result
P15 complete any follow up actions agreed during the call

14


CFACSA12
Make telephone calls to customers
Knowledge and
understanding
You need to know and
understand:

K1

relevant parts of legislation, external regulations and your organisation’s
procedures relating to the use of customer information to plan calls
K2 how to make use of information, including information through social
media, about your customer when making a call
K3 your organisation’s guidelines and procedures for the use of the
telecommunications system

K4 how to operate your organisation’s telecommunications system
K5 the importance of speaking clearly and slowly when dealing with
customers by telephone
K6 the effects of smiling and other facial expressions that can be detected
by somebody listening to you on the telephone
K7 the importance of adapting your speech to meet the needs of customers
who may find your language or accent difficult to understand
K8 what information it is important to note during or after telephone
conversations with customers
K9 your organisation’s guidelines and procedures for what should be said
and not said during telephone conversations with customers
K10 your organisation’s guidelines and procedures for taking action to follow
up calls made to customers

15


CFACSA12
Make telephone calls to customers
Developed by

Skills CFA

Version number

2

Date approved

January 2013

Indicative review
date

January 2016

Validity

Current

Status

Original

Originating
organisation

Skills CFA

Original URN

CFACSA12

Relevant
occupations

Customer Service Occupations

Suite

Customer Service (2013)

Key words

customer service; communication; problem solving; behaviours; work with
others; team working; outgoing telephone; outbound; conversation; planning;
communication; focussing; summarise

16


CFACSA13
Deal with customers in writing or electronically

Overview

This Standard is part of the Customer Service Theme of Impression and Image.
This Theme covers the Customer Service behaviours and processes that have
most impact on the way your customer sees you and your organisation.
Remember that customers include everyone you provide a service to. They
may be external to your organisation or they may be internal customers.
Some customer service delivery involves communicating with your customer in
a way that creates a permanent record either in writing or electronically. This
form of communication carries risks and implications that are less likely to apply
to a conversation held with your customer face to face or on the telephone.
This Standard is all about how written or electronic communication can be
made effective and can contribute to excellent customer service.

17

CFACSA13
Deal with customers in writing or electronically
Performance
criteria

Use written or electronic communication effectively

You must be able to:

P1
P2
P3
P4
P5

P6

operate equipment used to communicate in writing or electronically
efficiently and effectively
ensure that the period of time between exchanges in writing or
electronically represents excellent customer service
use language that is clear and concise
adapt your use of language to meet the individual needs of your
customer
ensure that the style and tone of your written or electronic
communication follows your organisation’s guidelines and matches the
service offer
follow the conventions and accepted practices of the communication
channel or electronic platform you are using

Plan and send an effective written or electronic communication
You must be able to:

P7
P8
P9
P10
P11
P12
P13

anticipate your customer’s expectations taking account of any previous
exchanges you may have had
assemble all the information you need to construct the communication
plan the objective of your communication
format your communication following your organisation’s guidelines
open the communication positively to establish a rapport with your
customer
ensure that your customer is aware of the purpose of the communication
as early as possible
summarise the key point of the communication and any actions that you
or your customer will take as a result

Handle incoming written or electronic communications effectively
You must be able to:

P14 read your customer’s communication carefully to identify their precise
reason for contacting you
P15 identify what they are seeking as the outcome of the contact

P16 identify all the options you have for responding to your customer and
weigh up the benefits and drawbacks of each
P17 choose the option that is most likely to lead to customer satisfaction
within the service offer
P18 summarise the outcome of the communication and any actions that you
or your customer will take as a result

18


CFACSA13
Deal with customers in writing or electronically
Knowledge and
understanding
You need to know and
understand:

K1
K2
K3
K4
K5
K6
K7
K8
K9

the importance of using clear and concise language
the additional significance and potential risks involved in committing a
communication to a permanent record format

the effects of style and tone on the reader of a written or electronic
communication
the importance of adapting your language to meet the needs of
customers who may find the communication hard to understand
your organisation’s guidelines and procedures relating to written and
electronic communication
how to operate equipment used for producing and sending written or
electronic communications
the importance of keeping your customer informed if there is likely to be
any delay in responding to a communication
the risks associated with the confidentiality of written or electronic
communications
the conventions and accepted practices of the channel of communication
or electronic platform you are using

19


CFACSA13
Deal with customers in writing or electronically
Developed by

Skills CFA

Version number

2

Date approved

January 2013

Indicative review
date

January 2016

Validity

Current

Status

Original

Originating
organisation

Skills CFA

Original URN

CFACSA13

Relevant
occupations

Customer Service Occupations

Suite

Customer Service (2013)

Key words

Writing; letters; emails; records; contact centres; customer service;
communication; problem solving; behaviours; work with others; team
working

20


CFACSA14
Use customer service as a competitive tool

Overview

This Standard is part of the Customer Service Theme of Impression and Image.
This Theme covers the Customer Service behaviours and processes that have
most impact on the way your customer sees you and your organisation.
Remember that customers include everyone you provide a service to. They
may be external to your organisation or they may be internal customers.
Customer service contributes to an organisation’s competitive position.
Customers of many organisations have choices about the services or products
they use and who supplies them. Often the technical features and cost of the
service or product are almost identical. If this is the case, the quality of the
customer service offered makes all the difference to which supplier the
customer chooses. This Standard is about how you can play your part in
ensuring that your organisation makes the best possible use of the competitive
advantage that can be gained from offering superior customer service. It

covers how you use customer service as a tool to compete effectively with
other providers of similar services or products. The Standard is not for you if
your organisation does not compete actively with others.

21