ProQual Level 3 Diploma in Customer Service Course in Islamabad || Registration Open
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Introduction
The Level 3 Diploma in Customer Service qualification provides a nationally recognised
qualification for anyone working in a customer-facing role.
The awarding body for this qualification is ProQual Awarding Body and the regulatory body
is the Office of Qualifications and Examinations Regulation (Ofqual). The specification for
this qualification has been approved by the Welsh Government for use by centres in Wales
and by the Council for the Curriculum Examinations and Assessment (CCEA) for use by
centres in Northern Ireland.
The qualification has been accredited onto the Regulated Qualifications Framework (RQF)
and provides a progression route to higher level or discipline related qualifications.
Qualification Profile
Level 3 Diploma in Customer Service
Qualification title ProQual Level 3 Diploma in Customer Service
Ofqual qualification number 601/3577/3
Level 3
Total qualification time 550 hours
Guided learning hours 289
Assessment
Pass or fail
Internally assessed and verified by centre staff
External quality assurance by ProQual verifiers
Qualification start date 1/9/2014
Qualification end date
Entry Requirements
There are no formal entry requirements for this qualification.
Centres should carry out an initial assessment of candidate skills and knowledge to identify
any gaps and help plan the assessment.
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Level 3 Diploma in Customer Service
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Qualification Structure
Candidates must achieve 55 credits:
- 31 credits from the Mandatory units in Group A, plus
- a minimum of 15 credits from Optional Group B
- a maximum of 9 credits may be from Optional Group C
Group A Mandatory Units – complete all units
Unit Reference
Number Unit Title Unit
Level
Credit
Value
L/506/2150 Organise and deliver customer service 3 5
Y/506/2152 Understand the customer service environment 3 5
K/506/2169 Resolve customers’ problems 3 4
D/506/1942 Principles of business 3 10
T/506/2952 Manage personal and professional development 3 3
J/506/2910 Understand customers and customer retention 3 4
Group B Optional Units – a minimum of 15 credits
Unit Reference
Number Unit Title Unit
Level
Credit
Value
Y/506/2166 Develop resources to support consistency of customer service
delivery 3 5
D/506/2167 Use service partnerships to deliver customer service 3 3
R/506/2151 Resolve customers’ complaints 3 4
D/506/2170 Gather, analyse and interpret customer feedback 3 5
K/506/2172 Monitor the quality of customer service interactions 3 5
D/506/2119 Communicate verbally with customers 2 3
T/506/2126 Communicate with customers in writing 2 3
L/506/2133 Promote additional products and/or services to customers 2 2
Y/506/2135 Exceed customer expectations 2 3
T/506/2143 Deliver customer service whilst working on customers’
premises 2 4
F/506/2159 Deliver customer service to challenging customers 2 3
Y/506/2149 Develop customer relationships 2 3
T/506/2160 Support customer service improvements 2 3
A/506/2161 Support customers through real-time online customer service 2 3
J/506/2163 Use social media to deliver customer service 2 3
D/506/2153 Champion customer service 4 4
R/506/2179 Build and maintain effective customer relations 4 6
L/506/2181 Manage a customer service award programme 4 4
Y/506/2183 Manage the use of technology to improve customer service 4 4
D/506/2962 Develop a social media strategy for customer service 4 5
H/506/2977 Support customers using self-service equipment 2 3
K/506/2978 Provide post-transaction customer service 2 5
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Group C Optional Units – a maximum of 9 credits
Unit Reference
Number Unit Title Unit
Level
Credit
Value
H/506/1912 Negotiate in a business environment 3 4
T/506/1820 Promote equality, diversity and inclusion in the workplace 3 3
A/506/1821 Manage team performance 3 4
J/506/1921 Manage individuals’ performance 3 4
M/506/1931 Collaborate with other departments 3 3
F/502/8612 Negotiating, handling objections and closing sales 3 4
R/502/8615 Obtaining and analysing sales-related information 3 4
K/502/8622 Buyer behaviour in sales situations 3 3
K/503/0418 Manage incidents referred to a contact centre 3 6
D/503/0397 Lead direct sales activities in a contact centre team 3 4
L/506/1807 Manage diary systems 2 2
L/506/1869 Contribute to the organisation of an event 2 3
H/506/1814 Provide reception services 2 3
M/506/1895 Buddy a colleague to develop their skills 2 3
L/506/1905 Employee rights and responsibilities 2 2
M/502/8587 Processing sales orders 2 2
J/502/4397 Bespoke Software 3 4
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Centre Requirements
Centres must be approved to offer this qualification. If your centre is not approved please
complete and submit form ProQual Additional Qualification Approval Application.
Staff
Staff delivering this qualification must be appropriately qualified and/or occupationally
competent.
Assessors/Internal Quality Assurance
For each competence-based unit centres must be able to provide at least one assessor and
one internal quality assurance verifier who are suitably qualified for the specific
occupational area. Assessors and internal quality assurance verifiers for competence-based
units or qualifications will normally need to hold appropriate assessor or verifier
qualifications, such as:
- Award in Assessing Competence in the Work Environment
- Award in Assessing Vocationally Related Achievement
- Certificate in Assessing Vocational Achievement
- Award in the Internal Quality Assurance of Assessment Processes and Practices
- Certificate in Leading the Internal Quality Assurance of Assessment Processes and
Practices
Support for Candidates
Materials produced by centres to support candidates should:
- enable them to track their achievements as they progress through the learning
outcomes and assessment criteria;
- provide information on where ProQual’s policies and procedures can be viewed;
- provide a means of enabling Internal and External Quality Assurance staff to
authenticate evidence
Assessment
This suite of qualifications are competence-based, candidates must demonstrate the level of
competence described in the units. Assessment is the process of measuring a candidate’s
skill, knowledge and understanding against the standards set in the qualification.
The qualifications must be assessed by an appropriately experienced and qualified assessor.
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Each candidate is required to produce a portfolio of evidence which demonstrates their
achievement of all of the learning outcomes and assessment criteria for each unit.
Evidence can include: – observation report by assessor
– assignments/projects/reports
– professional discussion
– witness testimony
– candidate product
– worksheets
– record of oral and written questioning
– Recognition of Prior Learning
Learning outcomes set out what a candidate is expected to know, understand or be able to
do.
Assessment criteria specify the standard a candidate must meet to show the learning
outcome has been achieved.
Learning outcomes and assessment criteria can be found from page 9 in this document.
Internal Quality Assurance
An internal quality assurance verifier confirms that assessment decisions made in centres
are made by competent and qualified assessors, that they are the result of sound and fair
assessment practice and that they are recorded accurately and appropriately.
Adjustments to Assessment
Adjustments to standard assessment arrangements are made on the individual needs of
candidates. ProQual’s Reasonable Adjustments Policy and Special Consideration Policy sets
out the steps to follow when implementing reasonable adjustments and special
considerations and the service that ProQual provides for some of these arrangements.
Centres should contact ProQual for further information or queries about the contents of the
policy.
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Results Enquiries and Appeals
All enquiries relating to assessment or other decisions should be dealt with by centres, with
reference to ProQual’s Enquiries and Appeals Procedures.
Certification
Candidates who achieve the required credits for qualifications will be awarded:
- A certificate listing all units achieved with their related credit value, and
- A certificate giving the full qualification title –
ProQual Level 3 Diploma in Customer Service
Claiming certificates
Centres may claim certificates for candidates who have been registered with ProQual and
who have successfully achieved the required number of credits for a qualification. All
certificates will be issued to the centre for successful candidates.
Unit certificates
If a candidate does not achieve all of the units/credits required for a qualification, the centre
may claim a unit certificate for the candidate which will list all of the units/credits achieved.
Replacement certificates
If a replacement certificate is required a request must be made to ProQual in writing.
Replacement certificates are labelled as such and are only provided when the claim has
been authenticated. Refer to the Fee Schedule for details of charges for replacement
certificates.
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Learning Outcomes and Assessment Criteria
Unit L/506/2150
Organise and deliver customer service
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand how to organise
customer service delivery
1.1 Explain how different methods of promoting products
and/or services impact on customer service delivery
1.2 Explain who should be involved in the organisation of
customer service delivery
1.3 Explain the importance of differentiating between
customers’ wants, needs and expectations
1.4 Explain different ways of segmenting customer groups
1.5 Explain how customer segmentation is used in organising
customer service delivery
1.6 Explain how to analyse the “customer journey”
2 Be able to plan the delivery of
customer service
2.1 Identify customers’ needs and expectations
2.2 Map the “customer journey”
2.3 Confirm that systems and structures are in place to enable
the delivery of agreed standards of customer service
2.4 Prepare the resources needed to deliver products and/or
services to different types of customers
2.5 Plan how to deal with unexpected additional workloads
2.6 Allocate priorities to address points of service failure
3 Be able to deliver customer
service
3.1 Take steps to ensure that the needs of customers are
balanced with organisational objectives
3.2 Agree realistic and achievable actions with customers
3.3 Identify areas for improvement in their own customer
service delivery
3.4 Adapt their own customer service delivery to meet
customers’ changing expectations
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Unit Y/506/2152
Understand the customer service environment
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the concepts and
practices underpinning customer
service delivery
1.1 Explain the value of customer service as a competitive
tool
1.2 Explain the process of mapping the customer journey
and its importance in delivering effective customer
service
1.3 Describe techniques used to identify service failures
1.4 Explain the concept and importance of the service profit
chain
1.5 Describe methods of measuring organisational
effectiveness in the delivery of customer service
2 Understand the relationship
between customer service and a
brand
2.1 Explain the importance of a brand to customers and to
an organisation
2.2 Explain how branding can influence customers’
perception of an organisation and its products and/or
services
2.3 Explain the potential impact of good and poor customer
service on a brand
3 Understand the structure of
customer service
3.1 Explain the features of different customer service
models and customer service standards
3.2 Explain the relationship between customer service and
operational areas of an organisation
3.3 Explain the relationship between customer service and
continuous improvement processes
3.4 Explain the costs and benefits of customer service to an
organisation
3.5 Explain the impact of organisational values on how
customers create their expectations
3.6 Explain how organisational values impact on meeting
customer expectations
4 Understand the implications of
legislation on customer service
delivery
4.1 Explain the implications of consumer-related legislation
on customer service delivery
4.2 Explain the implications of confidentiality and data
protection legislation for the collection, storage and use
of customer information
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Unit K/506/2169
Resolve customers’ problems
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the monitoring and
resolution of customers’
problems
1.1 Assess the suitability of a range of techniques for
monitoring customer problems
1.2 Explain how to use the resolution of customers’ problems
to improve products and/or services
1.3 Explain how the successful resolution of customers’
problems contributes to customer loyalty and enhanced
business performance
1.4 Explain the features of negotiating techniques used to
resolve customers’ problems
2 Be able to deal with customers’
problems
2.1 Confirm the nature and cause of customers’ problems
2.2 Explain when customers’ problems should be treated as
complaints
2.3 Explain the benefits to customers and the organisation of
the options available to solve problems
2.4 Explain the drawbacks to customers and the organisation of
the options available to solve problems
2.5 Explain to customers the options for resolving their
problems
2.6 Agree solutions that meet customers’ and organisational
requirements within their own levels of authority
2.7 Inform colleagues of the nature of problems and actions
taken
2.8 Evaluate the effectiveness of the resolution of customers’
problems
2.9 Adhere to organisational policies and procedures, legal and
ethical requirements when dealing with customers’
problems
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Unit D/506/1942
Principles of business
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand business markets 1.1 Explain the characteristics of different business markets
1.2 Explain the nature of interactions between businesses
within a market
1.3 Explain how an organisation’s goals may be shaped by the
market in which it operates
1.4 Describe the legal obligations of a business
2 Understand business innovation
and growth
2.1 Define business innovation
2.2 Explain the uses of models of business innovation
2.3 Identify sources of support and guidance for business
innovation
2.4 Explain the process of product or service development
2.5 Explain the benefits, risks and implications associated with
innovation
3 Understand financial
management
3.1 Explain the importance of financial viability for an
organisation
3.2 Explain the consequences of poor financial management
3.3 Explain different financial terminology
4 Understand business budgeting 4.1 Explain the uses of a budget
4.2 Explain how to manage a budget
5 Understand sales and marketing 5.1 Explain the principles of marketing
5.2 Explain a sales process
5.3 Explain the features and uses of market research
5.4 Explain the value of a brand to an organisation
5.5 Explain the relationship between sales and marketing
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Unit T/506/2952
Manage personal and professional development
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Be able to identify personal and
professional development
requirements
1.1 Compare sources of information on professional
development trends and their validity
1.2 Identify trends and developments that influence the
need for professional development
1.3 Evaluate their own current and future personal and
professional development needs relating to the role,
the team and the organisation
2 Be able to fulfil a personal and
professional development plan
2.1 Evaluate the benefits of personal and professional
development
2.2 Explain the basis on which types of development
actions are selected
2.3 Identify current and future likely skills, knowledge and
experience needs using skills gap analysis
2.4 Agree a personal and professional development plan
that is consistent with business needs and personal
objectives
2.5 Execute the plan within the agreed budget and
timescale
2.6 Take advantage of development opportunities made
available by professional networks or professional
bodies
3 Be able to maintain the relevance of
a personal and professional
development plan
3.1 Explain how to set specific, measurable, achievable,
realistic and time-bound (SMART) objectives
3.2 Obtain feedback on performance from a range of valid
sources
3.3 Review progress toward personal and professional
objectives
3.4 Amend the personal and professional development
plan in the light of feedback received from others
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Unit J/506/2910
Understand customers and customer retention
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand Customer Relationship
Management (CRM)
1.1 Explain the concept of the “customer experience”
1.2 Explain different methods of segmenting and
characterising customers
1.3 Explain the purpose and scope of CRM
1.4 Describe the features of an effective CRM system
1.5 Explain the uses of CRM data in customer service
delivery
2 Understand customer retention 2.1 Explain the term customer retention
2.2 Explain the benefits of customer retention to an
organisation
2.3 Explain the factors that influence customer retention
2.4 Describe techniques used to attract and retain
customers
2.5 Explain how to assess the extent of customer loyalty
2.6 Explain the factors involved in customer recovery
3 Understand the measurement of
customer satisfaction
3.1 Describe techniques used to analyse performance data
3.2 Explain the factors to be taken into account in setting
performance targets and objectives
3.3 Explain the features and uses of a range of techniques
to measure customer satisfaction
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Unit Y/506/2166
Develop resources to support consistency of customer service
delivery
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how knowledge resources
are used to support customer service
delivery
1.1 Explain the structure of a customer service
knowledge base
1.2 Explain the uses of a customer service knowledge
base
1.3 Explain the use of customers’ frequently asked
questions to support customer service delivery
1.4 Explain the input and update routines for adding to
the knowledge base
1.5 Explain the content requirements of resource
materials and how they should be expressed
2 Be able to create and maintain a
customer service knowledge base
2.1 Identify the information that should be included in a
customer service knowledge base
2.2 Confirm that a knowledge base is kept up to date
2.3 Promote the contents and use of a knowledge base
3 Be able to develop customer service
resource materials
3.1 Describe the types of questions frequently asked by
customers
3.2 Identify the types of resources needed to support
customer service delivery from an analysis of
customer needs
3.3 Identify who will use the resources and in what way
3.4 Develop resources that meet organisational
requirements
3.5 Communicate the availability and nature of the
resources to those who will use them
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Level 3 Diploma in Customer Service
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Unit D/506/2167
Use service partnerships to deliver customer service
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the use of a service
partnership in customer service
delivery
1.1 Explain the roles and responsibilities of the partners
involved in a service chain
1.2 Explain the advantages and limitations of using a
service partnership
1.3 Explain the use and value of formal and informal service
level agreements
2 Understand ways of building
relationships within a customer
service partnership
2.1 Describe effective communication methods for dealing
with service partners
2.2 Explain how to develop positive relationships with
service partners
2.3 Describe negotiating techniques for dealing with service
partners
2.4 Describe actions that can be taken to resolve any
conflict of interest with service partners
3 Be able to deliver customer service
within a customer service
partnership
3.1 Identify the levels of authority that exist within a
service partnership
3.2 Keep service partnership colleagues up to date with
progress, developments and issues that might affect
the quality of delivery
3.3 Establish service procedures that are acceptable to all
members of a service partnership
3.4 Agree with service partners priorities and resolutions
relating to conflicts of interest
3.5 Identify areas for improvement from the analysis of a
range of sources of information
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Level 3 Diploma in Customer Service
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Unit R/506/2151
Resolve customers’ complaints
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the monitoring and
resolution of customers’
complaints
1.1 Assess the suitability of a range of monitoring techniques
for customers’ complaints
1.2 Explain how to identify those complaints that should
prompt a review of the service offer and service delivery
1.3 Explain negotiating techniques used to resolve customers’
complaints
1.4 Explain conflict management techniques used in dealing
with upset customers
1.5 Explain organisational procedures for dealing with
customer complaints
1.6 Explain when to escalate customers’ complaints
1.7 Explain the cost and regulatory implications of admitting
liability on the basis of a customer complaint
1.8 Explain the advantages and limitations of offering
compensation or replacement products and/or services
2 Be able to deal with customers’
complaints
2.1 Confirm the nature, cause and implications of customers’
complaints
2.2 Take personal responsibility for dealing with complaints
2.3 Communicate in a way that recognises customers’
problems and understands their points of view
2.4 Explain the advantages and limitations of different
complaint response options to customers
2.5 Explain the advantages and limitations of different
complaint response options to the organisation
2.6 Keep customers informed of progress
2.7 Agree solutions with customers that address the
complaint and which are within the limits of their own
authority
2.8 Record the outcome of the handling of complaints for
future reference
2.9 Adhere to organisational policies and procedures, legal
and ethical requirements when dealing with customers’
complaints
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Level 3 Diploma in Customer Service
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Unit D/506/2170
Gather, analyse and interpret customer feedback
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to gather, analyse
and interpret customer feedback
1.1 Describe methods of collecting data for customer
research
1.2 Explain random sampling techniques used to collect
data
1.3 Explain how to evaluate bias in non-random samples
1.4 Explain the principles of questionnaire design
1.5 Assess the suitability of a range of techniques to
analyse customer feedback
1.6 Explain techniques used to monitor the quality of data
collected
1.7 Explain the use of software to record and analyse
customer feedback
1.8 Explain the validation issues associated with customer
feedback
1.9 Explain the importance of anonymising comments from
customers who do not wish to be identified
2 Be able to plan the collection of
customer feedback on customer
service issues
2.1 Identify the objectives of collecting customer feedback
2.2 Justify the reasons for selecting different data
collection methods
2.3 Develop a data collection and analysis plan that
specifies the sampling frame, data collection and
recording methods and timeframe
3 Be able to gather customer feedback 3.1 Collect customer feedback using the sampling frame
identified in a customer service plan
3.2 Record data in a way that makes analysis
straightforward
3.3 Verify that all data is handled in line with legal,
organisational and ethical policies and procedures
4 Be able to analyse and interpret
customer feedback to recommend
improvements
4.1 Use data analysis methods to identify patterns and
trends in customer feedback
4.2 Use the findings of a data analysis to identify areas for
improvement to customer service
4.3 Present the findings of an analysis in the agreed format
4.4 Recommend improvements in response to the findings
of an analysis
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Level 3 Diploma in Customer Service
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Unit K/506/2172
Monitor the quality of customer service interactions
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to monitor the
quality of customer service
interactions
1.1 Describe techniques for monitoring the quality of
customer service interactions
1.2 Explain organisational procedures and guidelines for
customer service delivery
1.3 Explain the advantages and limitations of different
methods for monitoring the quality of customer service
interactions
1.4 Explain how to construct a representative sample of
customer service interactions for monitoring purposes
1.5 Explain how data protection legislation applies to
monitoring the quality of customer service interactions
1.6 Explain how monitoring actions taken can identify
possible improvements in customer service interactions
1.7 Explain techniques to gather customer feedback
2 Be able to prepare to monitor the
quality of customer service
interactions
2.1 Identify the criteria against which the quality of
customer service interactions will be monitored
2.2 Specify a sampling frame that would provide
information to meet monitoring objectives
2.3 Select monitoring techniques that are capable of
collecting the required information
2.4 Ensure that staff and customers are made aware of the
fact that they will be monitored
3 Be able to monitor the quality of
customer service interactions
3.1 Monitor the quality of customer service interactions
with minimal disruption to business
3.2 Assess the quality of customer service interactions
against agreed criteria
3.3 Identify patterns and trends in colleagues’ performance
3.4 Give constructive feedback to colleagues on the quality
of customer service interactions
ProQual, November 2017
Level 3 Diploma in Customer Service
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Unit D/506/2119
Communicate verbally with customers
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to communicate
verbally with customers
1.1 Explain the importance of effective communication in
customer service
1.2 Explain how tone of voice, choice of expression and
body language can affect the way customers perceive
their experience
1.3 Explain why “customer service language” is used
1.4 Describe different questioning techniques that can be
used when communicating with customers
1.5 Describe verbal and non-verbal signals that show how a
customer may be feeling
1.6 Describe the types of information needed when
communicating verbally with customers
2 Be able to use customer service
language to communicate with
customers
2.1 Identify customers’ wants and priorities
2.2 Listen “actively” to what customers are saying
2.3 Communicate clearly, concisely and professionally with
customers
2.4 Use a tone of voice and expression that reinforces
messages when communicating with customers
2.5 Use language that reinforces empathy with customers
2.6 Adapt their response in accordance with customers’
changing behaviour
2.7 Provide information and advice that meets customers’
needs
2.8 Maintain organisational standards of behaviour and
communication when interacting with customers
2.9 Check that customers have understood what has been
communicated
2.10 Adhere to organisational policies and procedures, legal
and ethical requirements when communicating verbally
with customers
ProQual, November 2017
Level 3 Diploma in Customer Service
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Unit T/506/2126
Communicate with customers in writing
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand how to
communicate with customers in
writing
1.1 Explain why it is necessary to use different forms of written
communication for different purposes
1.2 Describe practices for producing different forms of written
communications
1.3 Describe the potential benefits and limitations associated
with communicating with customers in writing
1.4 Explain the implications of confidentiality and data
protection in communicating with customers in writing
2 Be able to plan written
communications to customers
2.1 Identify the objective(s) of the communication
2.2 Gather the information needed to draft the communication
2.3 Select the form of written communication that is most likely
to lead to customer satisfaction within the service offer
3 Be able to communicate with
customers in writing
3.1 Produce communications that recognise customers’ points
of view in accordance with organisational standards, styles
and tone
3.2 Use language that is clear and concise, adapting it to meet
identified customer needs
3.3 Record decisions and actions taken and the reasons for
them
3.4 Adhere to organisational policies and procedures, legal and
ethical requirements when communicating with customers
in writing
ProQual, November 2017
Level 3 Diploma in Customer Service
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Unit L/506/2133
Promote additional products and/or services to customers
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the promotion of
additional products and/or services
to customers
1.1 Describe organisational policies and procedures on the
promotion of additional products and/or services
1.2 Explain the importance of keeping product/service
knowledge up to date
1.3 Explain how to match products and/or services to
customer needs
1.4 Describe techniques to promote additional products
and/or services
2 Be able to promote additional
products and/or services to
customers
2.1 Identify opportunities to promote additional products
and/or services that are likely to improve the customer
experience
2.2 Promote the benefits of additional products and/or
services that are likely to be of interest to customers
2.3 Provide information to customers that will help them to
decide whether to select additional products and/or
services
2.4 Adhere to organisational policies and procedures, legal
and ethical requirements when promoting products
and/or services
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Level 3 Diploma in Customer Service
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Unit Y/506/2135
Exceed customer expectations
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand how to exceed
customer expectations
1.1 Explain how customers form expectations of the service they
will receive
1.2 Explain legislation, organisational policies and procedures that
can limit or vary the service offer
1.3 Explain the types of actions that customers are likely to
perceive as adding value
1.4 Explain how to recognise when actions taken to offer added
value could be built into the service offer
2 Be able to exceed customer
expectations
2.1 Identify differences between customers’ expectations and
needs and the service offer
2.2 Explain the service offer clearly and concisely to customers
2.3 Identify options that offer added value without affecting other
customers adversely
2.4 Make offers to customers within their own authority levels
2.5 Take action to ensure that customers are aware that offers
made to them have added value and exceed the service offer
2.6 Record agreements made and actions taken
ProQual, November 2017
Level 3 Diploma in Customer Service
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Unit T/506/2143
Deliver customer service whilst working on customers’ premises
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to deliver customer
service whilst working on customers’
premises
1.1 Describe the preparations that need to be made prior
to a visit
1.2 Explain the importance of being positive about the
product and/or service
1.3 Explain organisational standards of presentation,
behaviour and communication
1.4 Explain the purpose of advising customers why work
cannot be carried out that has not been previously
agreed
1.5 Explain how to identify possible risks relating to the
work to be carried out
1.6 Explain the way in which legislation affects the work
to be carried out
2 Be able to deliver customer service
whilst working on customers’ premises
2.1 Identify themselves to customers
2.2 Take action to ensure that customers know when,
why and for how long work will be carried out on
their premises
2.3 Confirm with customers the nature of work to be
carried out on their premises
2.4 Keep customers informed of progress, delays,
variations to work to be carried out and follow up
needed
2.5 Treat customers, their premises and property with
consideration
2.6 Confirm that the customer is satisfied with the
outcome
2.7 Maintain their own personal safety and security and
that of customers whilst on customers’ premises
ProQual, November 2017
Level 3 Diploma in Customer Service
25
Unit F/506/2159
Deliver customer service to challenging customers
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the delivery of
customer service to challenging
customers
1.1 Describe different types of challenging customers in the
customer service environment
1.2 Explain an organisation’s procedures and standards of
behaviour for dealing with challenging customers
1.3 Explain behaviours that make it challenging to deal with
customers
1.4 Explain the difference between assertive and aggressive
behaviour
1.5 Describe techniques to deal with customers’ challenging
behaviour
1.6 Explain their own levels of authority for agreeing actions
outside the service offer
1.7 Explain why it is important that colleagues are informed
when challenging customers re-open or escalate matters
2 Be able to deal with challenging
customers
2.1 Identify the signs that indicate that a customer is
challenging
2.2 Express understanding of customers’ point of view
without admitting liability
2.3 Explain to customers the limits of the service they can
offer
2.4 Explain to customers the reasons for an organisation’s
position and policy
2.5 Agree a way forward that balances customer satisfaction
and organisational needs
2.6 Obtain help from colleagues when options for action are
beyond their level of authority
2.7 Adhere to organisational policies and procedures, legal
and ethical requirements when dealing with challenging
customers
ProQual, November 2017
Level 3 Diploma in Customer Service
26
Unit Y/506/2149
Develop customer relationships
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand how to develop
customer relationships
1.1 Describe the importance of developing relationships with
customers
1.2 Explain the value of customer loyalty and retention
1.3 Explain how customers’ expectations may change over time
1.4 Explain the use of customer feedback as a means of developing
customer relationships
1.5 Explain the limits of their own authority to make alternative
service offers to customers
1.6 Describe the use of Customer Relationship Management
systems and processes to meet customers’ expectations
1.7 Explain the importance of regular communication in the
development of both internal and external customer
relationships
2 Be able to develop
relationships with customers
2.1 Give help and information that meets or exceeds customers’
expectations
2.2 Identify new ways of helping customers based on their
feedback
2.3 Share feedback from customers with others
2.4 Identify added value that the organisation could offer
customers
2.5 Bring to customers’ attention products or services that may
interest them
ProQual, November 2017
Level 3 Diploma in Customer Service
27
Unit T/506/2160
Support customer service improvements
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to support customer
service improvements
1.1 Describe different sources of information that may
help identify ways of improving customer service
1.2 Describe the constraints on suggesting
improvements to customer service
1.3 Explain the limits of their own authority in
implementing improvements
2 Be able to identify the potential for
improvements to customer service
2.1 Use information from a range of sources to
understand the customer experience
2.2 Identify potential areas where customer service
could be improved from an analysis of information
2.3 Make recommendations for improvement that are
based on evidence from analysed information
3 Be able to support the implementation
of improvements to customer service
3.1 Implement agreed improvements within the limits
of their own authority
3.2 Inform customers of improvements to customer
service
3.3 Identify the impact of improvements to customer
service and feedback to relevant people
ProQual, November 2017
Level 3 Diploma in Customer Service
28
Unit A/506/2161
Support customers through real-time online customer service
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand how to support
customers through real-time
online customer service
1.1 Explain how an organisation’s online customer service
system works
1.2 Explain how to navigate their own customer service site
1.3 Describe the questioning techniques that may be used
when supporting customers through real-time on-line
customer services
1.4 Explain how to adapt their own communication style to
meet customers’ ability to use online systems
2 Be able to establish the customer
service support needed by
customers
2.1 Identify customers’ familiarity with the site
2.2 Identify the difficulties faced by customers when
navigating websites
2.3 Identify the support for customers that will meet their
needs
3 Be able to support online
customer service in real-time
3.1 Step through screen sequences while the customer
operates the system
3.2 Communicate with customers in terms they can
understand
3.3 Inform customers of what is happening and why certain
steps are required
3.4 Adhere to organisational policies and procedures, legal
and ethical requirements when supporting customers
through on-line customer service
ProQual, November 2017
Level 3 Diploma in Customer Service
29
Unit J/506/2163
Use social media to deliver customer service
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand social media in a
business environment
1.1 Explain how different social media platforms can be used for
customer service
1.2 Describe different audience groups for a range of social media
platforms
1.3 Explain the importance of monitoring customer posts in social
media networks
1.4 Explain organisational policy and guidelines for the use of social
media for customer service purposes
1.5 Explain the etiquette of communication within different social
media platforms
1.6 Explain the importance of security settings and how they are
used on different social media platforms
1.7 Identify the information that can be shared when colleagues
are involved in exchanges using social media
2 Be able to deal with
customers using social media
2.1 Monitor social media to identify customer questions, requests
and comments
2.2 Make responses that are appropriate to posts made by
customers on social media networks
2.3 Take action to ensure that customers are satisfied before
closing dialogue
2.4 Adhere to organisational policies and procedures, legal and
ethical requirements when dealing with customers using social
media
ProQual, November 2017
Level 3 Diploma in Customer Service
30
Unit D/506/2153
Champion customer service
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to champion
customer service
1.1 Evaluate the importance of viewing operations from the
customer’s viewpoint
1.2 Analyse the role of service partners in providing
customer service
1.3 Evaluate the effectiveness of information collection
systems and reports
1.4 Describe organisational decision-making processes and
limits of their own authority
1.5 Assess the suitability of a range of monitoring techniques
to identify opportunities for customer service
improvements
1.6 Describe activities that give added value to the service
chain
2 Be able to identify the scope for
improvements to customer service
2.1 Monitor customer service delivery to identify issues that
are important to customer service
2.2 Analyse the implications of improvements to customer
service
2.3 Identify customer service issues relating to new products
and/or services
2.4 Identify the strategic and managerial implications of
changes to customer service and the service offer
3 Be able to champion customer
service
3.1 Promote the role of customer service within an
organisation’s operational plans
3.2 Inform individual staff members about their role in
championing customer service
3.3 Promote the benefits of effective customer service
3.4 Provide validated customer service advice and
information to colleagues
3.5 Support others to identify areas for improvement to
customer service
3.6 Monitor the effectiveness of advice and information
given
3.7 Take actions to ensure that customer service delivery
meets agreed standards
ProQual, November 2017
Level 3 Diploma in Customer Service
31
Unit R/506/2179
Build and maintain effective customer relations
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to build effective
relationships with customers
1.1 Analyse stakeholder mapping techniques
1.2 Analyse the features of influencing techniques
1.3 Explain how influencing techniques can be used to
improve the relationship with customers
1.4 Evaluate the benefits and value of relationships with
customers and customer loyalty
1.5 Explain how techniques to manage expectations are
applied to the management of customers
1.6 Explain different types of acceptable compromise
1.7 Evaluate the benefits of adopting a “customercentred” approach
2 Be able to determine the scope for
building effective relationships with
customers
2.1 Identify the customers with whom relationships
should be developed
2.2 Identify the interests and concerns of customers with
whom relationships should be developed
2.3 Evaluate the scope for and limitations of building
relationships with different types of customer
3 Be able to develop effective
relationships with customers
3.1 Behave in a way that creates mutual trust and
respect
3.2 Provide information and perform actions within
agreed timescales
3.3 Take account of feedback provided by customers
3.4 Keep customers up to date with new products
and/or services and developments
3.5 Assess regularly the extent to which customers’
expectations are met
3.6 Use personal influence and authority to ensure that
customer needs are met or exceeded
4 Be able to review and improve
relationships with customers
4.1 Monitor customer relationships and developments
4.2 Take action to ensure that others complete agreed
actions within agreed timescales
4.3 Address changes to customer service methods that
may have an effect on customer relationships
4.4 Collect feedback from customers on their levels of
satisfaction
4.5 Recommend improvements to customer service
based on analyses of the effectiveness of customer
relationships
ProQual, November 2017
Level 3 Diploma in Customer Service
32
Unit L/506/2181
Manage a customer service award programme
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the management of
a customer service award
programme
1.1 Justify the reasons for an award programme
1.2 Explain how to make use of a customer service award
programme as a promotional tool
1.3 Explain the likely impact of organisational culture on a
customer service award programme
1.4 Explain the requirements of a business case for a customer
service award programme
2 Be able to plan a customer
service award programme
2.1 Define specific, measurable, achievable, realistic and timebound (SMART) objectives for the award programme
2.2 Evaluate the benefits, drawbacks and costs of different
options for a customer service award programme
2.3 Select the option that best meets the objectives of the
award programme
2.4 Develop a plan that specifies roles, responsibilities, actions,
resources, contingencies and timescales
2.5 Develop award criteria that are transparent and fair
3 Be able to manage a customer
service award programme
3.1 Promote the award programme with the dual purpose of
motivating team members and engaging customers
3.2 Take action to ensure that award winners are recognised in
a way that demonstrates organisational commitment to
excellent customer service
3.3 Evaluate the effectiveness of a customer service award
programme
ProQual, November 2017
Level 3 Diploma in Customer Service
33
Unit Y/506/2183
Manage the use of technology to improve customer service
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to manage the use of
technology to improve customer service
1.1 Analyse developments in information and
communication technology that relate to
customer service
1.2 Analyse the features, functions and implications
of technology for customer service delivery
1.3 Explain how to monitor the use of technology to
improve customer service
2 Be able to identify opportunities for
customer service improvement through the
use of technology
2.1 Review the effectiveness of customer service
delivery against agreed criteria
2.2 Identify how customer service delivery could be
improved by the introduction or adaptation of
technology
2.3 Assess the costs of changes in the use of
technology to improve customer service delivery
2.4 Make recommendations for changes in the use of
technology through a costed business case
3 Be able to implement changes in
technology to improve customer service
3.1 Plan the implementation of changes in the use of
technology in a way that minimises disruption to
business
3.2 Update colleagues on the implementation and
expected benefits of new technology
3.3 Provide staff with training in the use of new
technology
3.4 Monitor the implementation of changes in the
use of technology in line with the plan
3.5 Evaluate the effectiveness of changes in the use
of technology against agreed evaluation criteria
ProQual, November 2017
Level 3 Diploma in Customer Service
34
Unit D/506/2962
Develop a social media strategy for customer service
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the development of a
customer service social media
strategy
1.1 Explain the role of social media within the organisation’s
customer service strategy
1.2 Analyse the components and scope of a social media
strategy and its links with other aspects of the
organisation
1.3 Explain the importance of marketing and brand values
for the organisation’s strategy
1.4 Explain the functionality and features of external social
media tools
1.5 Analyse media management tools in relation to social
networking
1.6 Evaluate the way in which the organisation’s use of
social media contributes to business performance
2 Be able to develop a customer
service social media strategy
2.1 Evaluate the factors affecting the development of a
customer service social media strategy
2.2 Assess the suitability of different methods of engaging
customers using social media
2.3 Analyse competitor presence and activity in social media
2.4 Formulate a vision for a social media strategy that takes
account of the organisation’s operating environment
and practical constraints
2.5 Develop a strategy that is consistent with the
organisation’s overall business strategy and objectives
and addresses identified risks
2.6 Evaluate the extent to which existing organisational
structures and processes are capable of delivering the
strategy
3 Be able to promote the benefits of
social media networking to
customer service
3.1 Evaluate the benefits and drawbacks of using social
media for dissemination purposes
3.2 Analyse the benefits and consequences of social media
engagement with customers
3.3 Promote on-going dialogue with customers through
social networking
3.4 Act as a social media “champion” within the
organisation
3.5 Analyse the risks attached to the use of social media
ProQual, November 2017
Level 3 Diploma in Customer Service
35
Unit H/506/2977
Support customers using self-service equipment
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to support customers
using self-service equipment
1.1 Explain how the self-service equipment works
1.2 Describe problems that are commonly encountered
by customers when using self-service equipment
1.3 Explain demonstration techniques to use when
supporting customers using self-service equipment
1.4 Explain organisational procedures for the use of
equipment and fault reporting
2 Be able to identify the help needed by
customers using self-service equipment
2.1 Identify signs that show when a customer is having
difficulty with the self-service equipment
2.2 Identify a style and level of intervention that meets
customers’ needs
3 Be able to help customers to use selfservice equipment
3.1 Maintain a professional, polite and approachable
manner while monitoring customers’ use of
equipment
3.2 Use staff override functions to enable self-service
equipment to be used by customers
3.3 Explain to customers how to use the equipment and
complete the transaction
3.4 Report equipment-related errors and issues to the
right person
ProQual, November 2017
Level 3 Diploma in Customer Service
36
Unit K/506/2978
Provide post-transaction customer service
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand post-transaction
customer service
1.1 Explain organisational policies and procedures for posttransaction customer service
1.2 Explain the purposes and range of post-transaction activities
1.3 Explain the implications of sales contracts, guarantees and
warranties to post-transaction customer service
1.4 Explain how legislation and regulation affect customers’
rights
1.5 Explain the advantages and disadvantages of posttransaction customer service programmes
2 Be able to provide posttransaction customer service
2.1 Implement a programme of planned post-transaction
interventions in line with organisational guidelines
2.2 Use unplanned opportunities post-transaction to provide
customer service
2.3 Identify reasons for contacting customers post-transaction
2.4 Confirm customers’ levels of satisfaction post-transaction
2.5 Make recommendations to decision makers to enhance
customer satisfaction
2.6 Present a professional and helpful image
ProQual, November 2017
Level 3 Diploma in Customer Service
37
Unit H/506/1912
Negotiate in a business environment
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand the principles
underpinning negotiation
1.1 Describe the requirements of a negotiation strategy
1.2 Explain the use of different negotiation techniques
1.3 Explain how research on the other party can be used in
negotiations
1.4 Explain how cultural differences might affect negotiations
2 Be able to prepare for
business negotiations
2.1 Identify the purpose, scope and objectives of the negotiation
2.2 Explain the scope of their own authority for negotiating
2.3 Prepare a negotiating strategy
2.4 Prepare fall-back stances and compromises that align with the
negotiating strategy and priorities
2.5 Assess the likely objectives and negotiation stances of the
other party
2.6 Research the strengths and weaknesses of the other party
3 Be able to carry out business
negotiations
3.1 Carry out negotiations within responsibility limits in a way that
optimises opportunities
3.2 Adapt the conduct of the negotiation in accordance with
changing circumstances
3.3 Maintain accurate records of negotiations, outcomes and
agreements made
3.4 Adhere to organisational policies and procedures, and legal
and ethical requirements when carrying out business
negotiations
ProQual, November 2017
Level 3 Diploma in Customer Service
38
Unit T/506/1820
Promote equality, diversity and inclusion in the workplace
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the organisational
aspects of equality, diversity and
inclusion in the workplace
1.1 Explain the difference between equality, diversity and
inclusion
1.2 Explain the impact of equality, diversity and inclusion
across aspects of organisational policy
1.3 Explain the potential consequences of breaches of
equality legislation
1.4 Describe nominated responsibilities within an
organisation for equality, diversity and inclusion
2 Understand the personal aspects of
equality, diversity and inclusion in
the workplace
2.1 Explain the different forms of discrimination and
harassment
2.2 Describe the characteristics of behaviour that supports
equality, diversity and inclusion in the workplace
2.3 Explain the importance of displaying behaviour that
supports equality, diversity and inclusion in the
workplace
3 Be able to support equality, diversity
and inclusion in the workplace
3.1 Ensure colleagues are aware of their responsibilities for
equality, diversity and inclusion in the workplace
3.2 Identify potential issues relating to equality, diversity
and inclusion in the workplace
3.3 Adhere to organisational policies and procedures, and
legal and ethical requirements when supporting
equality, diversity and inclusion in the workplace
ProQual, November 2017
Level 3 Diploma in Customer Service
39
Unit A/506/1821
Manage team performance
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the management of
team performance
1.1 Explain the use of benchmarks in managing performance
1.2 Explain a range of quality management techniques to
manage team performance
1.3 Describe constraints on the ability to amend priorities and
plans
2 Be able to allocate and assure the
quality of work
2.1 Identify the strengths, competences and expertise of team
members
2.2 Allocate work on the basis of the strengths, competences
and expertise of team members
2.3 Identify areas for improvement in team members’
performance outputs and standards
2.4 Amend priorities and plans to take account of changing
circumstances
2.5 Recommend changes to systems and processes to improve
the quality of work
3 Be able to manage
communications within a team
3.1 Explain to team members the lines of communication and
authority levels
3.2 Communicate individual and team objectives,
responsibilities and priorities
3.3 Use communication methods that are appropriate to the
topics, audience and timescales
3.4 Provide support to team members when they need it
3.5 Agree with team members a process for providing
feedback on work progress and any issues arising
3.6 Review the effectiveness of team communications and
make improvements
ProQual, November 2017
Level 3 Diploma in Customer Service
40
J/506/1921
Manage individuals’ performance
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the management of
underperformance in the
workplace
1.1 Explain typical organisational policies and procedures on
discipline, grievance and dealing with underperformance
1.2 Explain how to identify causes of underperformance
1.3 Explain the purpose of making individuals aware of their
underperformance clearly but sensitively
1.4 Explain how to address issues that hamper individuals’
performance
1.5 Explain how to agree a course of action to address
underperformance
2 Be able to manage individuals’
performance in the workplace
2.1 Agree with team members specific, measurable,
achievable, realistic and time-bound (SMART) objectives
that align to organisational objectives
2.2 Delegate responsibility to individuals on the basis of their
expertise, competence, skills, knowledge, and
development needs
2.3 Apply motivation techniques to maintain morale
2.4 Provide information, resources and on-going mentoring to
help individuals meet their targets, objectives and quality
standards
2.5 Monitor individuals’ progress towards objectives in
accordance with agreed plans
2.6 Recognise individuals’ achievement of targets and quality
standards
2.7 Adhere to organisational policies and procedures, and
legal and ethical requirements when managing individuals’
performance in the workplace
ProQual, November 2017
Level 3 Diploma in Customer Service
41
Unit M/506/1931
Collaborate with other departments
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to collaborate with
other departments
1.1 Explain the need for collaborating with other
departments
1.2 Explain the nature of the interaction between their own
team and other departments
1.3 Explain the features of effective collaboration
1.4 Explain the potential implications of ineffective
collaboration with other departments
1.5 Explain the factors relating to knowledge management
that should be considered when collaborating with
other departments
2 Be able to identify opportunities for
collaboration with other
departments
2.1 Analyse the advantages and disadvantages of
collaborating with other departments
2.2 Identify with which departments collaborative
relationships should be built
2.3 Identify the scope for and limitations of possible
collaboration
3 Be able to collaborate with other
departments
3.1 Agree Service Level Agreements (SLAs), objectives and
priorities of collaborative arrangements
3.2 Work with other departments in a way that contributes
to the achievement of organisational objectives
ProQual, November 2017
Level 3 Diploma in Customer Service
42
Unit F/502/8612
Negotiating, handling objections and closing sales
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand how to handle
objections and negotiate with the
customer
1.1 Describe the scope of authority and responsibility when
dealing with objections
1.2 Identify the resources available to counter the sales
objections
1.3 Describe how to plan and prepare for negotiation
1.4 Describe how to use testimonials to progress a sale
1.5 Explain the advantages and disadvantages of different
methods of closing a sale
1.6 Explain organisational procedures for documenting the
negotiated sale
2 Be able to prepare for objections
and negotiation with the customer
2.1 Identify possible sales objections and appropriate
responses prior to dealing with the customer
2.2 Confirm authorisation to negotiate
2.3 Prepare a negotiation plan that is capable of providing a
mutually acceptable outcome
3 Be able to handle objections 3.1 Identify customer needs and wants in relation to
objections by using a variety of questioning techniques
3.2 Identify and prioritise customers’ concerns
3.3 Provide evidence to the customer of the strengths of the
organisation’s products or services
3.4 Confirm with the customer that the objection(s) have
been overcome
3.5 Identify and respond to verbal and non-verbal buying
signals in a way that is consistent with the nature of the
signals
4 Be able to negotiate with the
customer
4.1 Carry out negotiations according to negotiation plan
4.2 Promote the benefits of what is being offered to the
customer
4.3 Explain to the customer when and why no further
adjustment is possible
4.4 Obtain support to progress negotiation that is outside
own level of authority
5 Be able to close the sale following
negotiation
5.1 Apply a trial close in accordance with the negotiation
plan
5.2 Respond to any further objections and concerns
5.3 Identify and make use of potential add-on, up-selling or
cross-selling opportunities
5.4 Summarise agreements made in accordance with
organisational procedures and close the sale
ProQual, November 2017
Level 3 Diploma in Customer Service
43
Unit R/502/8615
Obtaining and analysing sales-related information
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the uses of salesrelated information
1.1 Explain the importance of up-to-date information for sales
planning purposes
1.2 Explain the benefits and risks of using a range of information
sources to support sales activities
1.3 Explain the limitations of sales-related information
1.4 Explain the importance of reviewing sales data requirements
for current and future use
2 Understand how to use tools
and methods to analyse salesrelated information
2.1 Explain the advantages and disadvantages of different
systems to gather sales-related information
2.2 Explain how to use different software packages for analysing
and presenting sales-related information
3 Be able to obtain sales-related
information about customers,
markets and competitors
3.1 Specify the information needed to develop an understanding
of customers, competitors and markets
3.2 Identify sources that are capable of providing the required
information about the organisation’s markets, customers and
competitors
3.3 Collate sales-related information using planned systems and
taking ad hoc opportunities to gather information, in a way
that enables data manipulation, analysis and interpretation
4 Be able to use tools and
methods to analyse salesrelated information
4.1 Select analytical tools and methods that are capable of
providing the required degree of analysis of sales-related
information
4.2 Define the information needs of the target audience for
different types of sales-related information
4.3 Use the analytical protocols that are appropriate to the
selected tools and methods
4.4 Identify issues, trends, themes, linkages and
interdependencies from an analysis of sales-related
information
4.5 Validate the reliability and validity of the findings of the
analysis
4.6 Provide sales-related information to the target audience
within the agreed timescale and budget
ProQual, November 2017
Level 3 Diploma in Customer Service
44
Unit K/502/8622
Buyer behaviour in sales situations
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the impact of
different models of buyer
behaviour on the sales cycle
1.1 Explain the consumer buying decision-making process
1.2 Explain how the consumer buying decision-making
process affects the sales cycle
1.3 Describe the influences that affect the consumer decisionmaking process
1.4 Explain the organisational buying decision-making process
1.5 Explain how the organisational buying decision-making
process affects the sales cycle
1.6 Describe the influences that affect the organisational
buying decision-making process
1.7 Explain the impact of the different roles within the
decision-making unit on the sales cycle
2 Be able to respond to the buyer at
each stage of the decision making
process
2.1 Use the methods for contacting customers, influencers
and decision-makers appropriate to different stages of the
buying decision-making process
2.2 Respond to different decision-makers in a sales situation
in a way that is appropriate to their role
2.3 Use objections as buying opportunities
2.4 Confirm solution(s) offered meet the needs and wants of
decision-makers
ProQual, November 2017
Level 3 Diploma in Customer Service
45
Unit K/503/0418
Manage incidents referred to a contact centre
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Be able to manage incidents through
a contact centre
1.1 Respond to incoming contacts relating to incidents in
accordance with organisational procedures
1.2 Select resources that are available to deal with
reported incidents
1.3 Inform the selected personnel of their responsibilities
in accordance with organisational procedures
1.4 Specify the action needed from personnel that are
deployed to deal with the incident in accordance with
organisational procedures
1.5 Monitor the management of the incident in
accordance with organisational procedures
1.6 Ensure that the correct decision paths have been
followed to manage reported incidents
1.7 Deal with queries and/or complaints about incident
handling in accordance with organisational procedures
2 Be able to provide support to
colleagues on incident management
in a contact centre
2.1 Agree with colleagues the areas in which they need
support and guidance in incident management
2.2 Agree with colleagues the type of support that will
provide them with support that is capable of meeting
their identified needs
2.3 identify actions to improve team performance in
incident handling from a review of incident
management results
3 Understand how to manage incidents
reported to a contact centre
3.1 Explain the incident management services offered by
the contact centre
3.2 Describe the strengths and weaknesses of methods of
assessing the validity and priority of the potential
incident
3.3 Explain the importance of clear communication using
the most appropriate channel with those dealing with
incidents
3.4 Describe the strengths and weaknesses of ways of
monitoring the actions of those deployed to deal with
the incident
3.5 Describe the strengths and weaknesses of different
types of support for colleagues
3.6 Explain the importance of reviewing incident
management results
ProQual, November 2017
Level 3 Diploma in Customer Service
46
Unit D/503/0397
Lead direct sales activities in a contact centre team
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Be able to carry out sales activities
in a contact centre
1.1 Prepare for a direct sales activity in accordance with
organisational procedures
1.2 Establish customer wishes and needs
1.3 Offer options to customers by linking their wishes and
needs to products and/or services
1.4 Adapt their sales style and techniques to mirror customer
wishes and behaviour
1.5 Close the sale by agreement with the customer during the
customer contact
1.6 Record the confirmed order in accordance with
organisational procedures
1.7 Ensure compliance with relevant regulation and
legislation that has an impact on direct sales through a
contact centre
1.8 Complete the authorisation or payment in accordance
with organisational procedures
2 Be able to analyse contact centre
sales data
2.1 Collate sales data from direct sales activities in a format
that enables data manipulation
2.2 Analyse sales performance against market and customer
trends
2.3 Summarise the results of the sales analysis to enable the
formulation of a sales plan
3 Be able to lead a team involved in
direct sales activities in a contact
centre
3.1 Identify sales activities which are capable of fulfilling the
sales plan
3.2 Agree realistic and achievable team sales targets including
cross-selling and up-selling
3.3 Monitor the team’s sales performance against agreed
targets
3.4 Identify opportunities for improving sales performance
through a review of contact centre team sales
performance and approach
3.5 Provide encouragement and guidance to team colleagues
during sales activities
4 Understand sales activities in a
contact centre team
4.1 Explain the features and benefits of the products and/or
services offered or supported by the contact centre
4.2 Explain the organisational and regulatory requirements of
direct sales activities
4.3 Explain the techniques for overcoming objections and
questions from customers during sales activities
4.4 Explain the importance of adapting their style and
approach to mirror customers’ style and perspective
ProQual, November 2017
Level 3 Diploma in Customer Service
47
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
4.5 Explain the importance of setting a good example in a
contact centre team
4.6 Explain how to set sales targets including cross-selling and
up-selling
ProQual, November 2017
Level 3 Diploma in Customer Service
48
Unit L/506/1807
Manage diary systems
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the management of
diary systems
1.1 Explain the importance of keeping diary systems up to
date
1.2 Describe the basis on which bookings and changes are
prioritised
1.3 Explain any constraints relating to making bookings for
people or facilities
1.4 Describe the types of problems that can occur when
managing diaries
2 Be able to manage diary systems 2.1 Obtain the information needed to make diary entries
2.2 Make accurate and timely diary entries
2.3 Respond to changes in a way that balances and meets the
needs of those involved
2.4 Communicate up-to-date information to everyone
involved
2.5 Keep diaries up-to-date
2.6 Maintain the requirements of confidentiality
ProQual, November 2017
Level 3 Diploma in Customer Service
49
Unit H/506/1814
Provide reception services
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand reception
services
1.1 Explain the receptionist’s role in representing an organisation
1.2 Explain an organisation’s structure and lines of communication
1.3 Describe an organisation’s standards of presentation
1.4 Explain the health, safety and security implications of visitors to
a building
1.5 Explain how to deal with challenging people
2 Be able to provide a
reception service
2.1 Welcome visitors in accordance with organisational standards
2.2 Direct visitors to the person they are visiting in accordance with
organisational standards
2.3 Record visitors’ arrivals and departures in accordance with
organisational procedures
2.4 Provide advice and accurate information within organisational
guidelines on confidentiality
2.5 Keep the reception area tidy and materials up-to-date
2.6 Answer and deal with telephone calls within organisational
standards
2.7 Adhere to organisational procedures on entry, security, health
and safety
ProQual, November 2017
Level 3 Diploma in Customer Service
50
Unit L/506/1869
Contribute to the organisation of an event
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand event
organisation
1.1 Explain the roles, responsibilities and accountabilities of
individuals involved in the event
1.2 Explain the purpose and features of different types of events
1.3 Describe the type of resources needed for different types of
events
1.4 Describe the different needs attendees may have and how to
meet these
1.5 Explain the requirements of health, safety and security when
organising events
1.6 Describe the types of problems that may occur during events and
how to deal with them
2 Be able to carry out preevent actions
2.1 Identify venue requirements for an event
2.2 Obtain resources within the agreed timescales
2.3 Distribute pre-event documentation to delegates in accordance
with the event plan
2.4 Co-ordinate attendee responses within the agreed timescale
2.5 Identify any special requirements of event attendees
3 Be able to set up an event 3.1 Set up layout and resources in accordance with the event plan
3.2 Confirm that all identified resources are in place and meet
requirements
3.3 Behave in a way that maintains organisational values and
standards
4 Be able to carry out postevent actions
4.1 Ensure the venue is restored to the required conditions in
accordance with the terms of the contract
4.2 Carry out follow-up actions in accordance with the event plan
and agreements made at the event
ProQual, November 2017
Level 3 Diploma in Customer Service
51
Unit M/506/1895
Buddy a colleague to develop their skills
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand how to buddy a
colleague
1.1 Describe what is expected of a buddy
1.2 Explain techniques to give positive feedback and constructive
criticism
1.3 Explain techniques to establish rapport with a buddy
2 Be able to plan to buddy a
colleague
2.1 Agree which aspects of a colleague’s work may benefit from
buddying
2.2 Confirm organisational requirements for standards of
behaviour, presentation, communication and performance
of a buddy colleague
2.3 Agree a schedule of meetings that minimise disruption to
business
2.4 Agree specific, measurable, achievable, realistic and timebound (SMART) buddying objectives
3 Be able to support a buddy
colleague carrying out work
activities
3.1 Remain unobtrusive while a buddy colleague carries out their
work activities
3.2 Provide examples of how to carry out tasks correctly
3.3 Identify instances of good practice and areas for
improvement through observation
3.4 Praise a buddy colleague on well completed tasks
3.5 Give constructive feedback on ways in which a buddy could
improve performance
3.6 Offer a buddy hints and tips based on personal experience
ProQual, November 2017
Level 3 Diploma in Customer Service
52
Unit L/506/1905
Employee rights and responsibilities
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the role of organisations
and industries
1.1 Explain the role of their own occupation within an
organisation and industry
1.2 Describe career pathways within their organisation and
industry
1.3 Identify sources of information and advice on an
industry, occupation, training and career pathway
1.4 Describe an organisation’s principles of conduct and
codes of practice
1.5 Explain issues of public concern that affect an
organisation and industry
1.6 Describe the types, roles and responsibilities of
representative bodies and their relevance to their own
role
2 Understand employers’ expectations
and employees’ rights and obligations
2.1 Describe the employer and employee statutory rights
and responsibilities that affect their own role
2.2 Describe an employer’s expectations for employees’
standards of personal presentation, punctuality and
behaviour
2.3 Describe the procedures and documentation that
protect relationships with employees
2.4 Identify sources of information and advice on
employment rights and responsibilities
ProQual, November 2017
Level 3 Diploma in Customer Service
53
Unit M/502/8587
Processing sales orders
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand how to process and
follow up sales orders
1.1 Explain the importance of sales order processing
1.2 Describe organisational processes for ordering products
and/or services
1.3 Describe different sources of information used to check
customer credit
1.4 Describe the different payment methods accepted by sales
orientated organisations
1.5 Explain the role of the despatch function
1.6 Describe service standards relating to sales order
completion
1.7 Explain the importance of storing information securely
2 Be able to process sales orders 2.1 Identify customer sales order requirements
2.2 Check that the credit status of the customer meets
organisational standards
2.3 Confirm the availability of products and/or services to the
customer
2.4 Ensure that information given to the customer about
delivery, timing and price is accurate
2.5 Ensure that the sale is authorised following the
organisation’s procedures
2.6 Finalise the transaction in accordance with organisational
procedures
2.7 Ensure that the customer is aware of the terms and
conditions of sale
2.8 Ensure that the customer’s requirements are communicated
to those responsible for fulfilling sales orders
2.9 Identify who to go to when in need of support with sales
order processing problems
3 Be able to follow up sales order
processing
3.1 Keep the customer informed of the sales order progress and
any problems with the sale order
3.2 Advise the customer of current discounts and special offers
3.3 Check all information is stored securely
ProQual, November 2017
Level 3 Diploma in Customer Service
54
Unit F/502/4397
Bespoke Software
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Input and combine information
using bespoke applications
1.1 Input relevant information accurately so that it is ready
for processing
1.2 Select and use appropriate techniques to link and
combine information of different forms or from different
sources within the software
1.3 Respond appropriately to data entry error messages
2 Use appropriate structures to
organise and retrieve information
efficiently
2.1 Describe what functions to apply to structure and layout
information effectively
2.2 Select and use appropriate structures and/or layouts to
organise information
2.3 Apply local and/or legal guidelines and conventions for
the storage and use of data where available
3 Use the functions of the software
effectively to process and present
information
3.1 Select and use appropriate tools and techniques to edit,
process and format information
3.2 Check information meets needs, using IT tools and
making corrections as necessary
3.3 Select and use appropriate methods to present
information
