ProQual Level 4 NVQ Diploma in Customer Service Course in Pakistan || Registration Open
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Introduction
The Level 4 NVQ Diploma in Customer Service qualification provides nationally recognised
qualifications for anyone wishing to develop and implement customer-service strategies for
their team, department or organisation.
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);
it provides a progression route to higher level or discipline related qualifications.
Qualification Profile
Level 4 NVQ Diploma in Customer Service
Qualification title ProQual Level 4 NVQ Diploma in Customer Service
Ofqual qualification number 601/4756/8
Level 4
Total qualification time 500 hours
Guided learning hours 178
Assessment
Pass or fail
Internally assessed and verified by centre staff
External quality assurance by ProQual verifiers
Qualification start date 1/11/2014
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 4 NVQ Diploma in Customer Service
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Qualification Structure
Candidates must achieve a minimum of 50 credits:
- 14 credits from the mandatory units, plus
- a minimum of 20 credits from the Optional Group B
A maximum of 16 credits can be from Optional Group C. A minimum of 38 credits must be at Level
4.
Group A Mandatory Units – complete all units
Unit Reference
Number Unit Title Unit
Level
Credit
Value
D/506/2153 Champion customer service 4 4
T/506/2952 Manage personal and professional development 3 3
M/506/2898 Manage customer service operations 4 7
Group B Optional Units – a minimum of 20 credits
Unit Reference
Number Unit Title Unit
Level
Credit
Value
F/506/2176 Review the quality of 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
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
K/506/2169 Resolve customers’ problems 3 4
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
R/506/2960 Develop a customer service strategy 4 6
D/506/2962 Develop a social media strategy for customer service 4 5
H/506/2963 Develop customer service through social media 4 5
Group C Optional Units – a maximum of 16 credits
Unit Reference
Number Unit Title Unit
Level
Credit
Value
M/506/1962 Encourage learning and development 4 3
T/506/1980 Initiate and implement operational change 4 4
R/506/1999 Manage a project 4 7
L/506/2004 Manage business risk 4 6
R/506/1954 Support environmental sustainability in a business
environment 4 4
D/504/4056 Manage Health and Safety in own area of responsibility 4 5
H/503/0417 Manage incident management systems in a contact centre 4 6
T/506/1820 Promote equality, diversity and inclusion in the workplace 3 3
A/506/1821 Manage team performance 3 4
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Unit Reference
Number Unit Title Unit
Level
Credit
Value
J/506/1921 Manage individuals’ performance 3 4
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/506/2055 Design business processes 5 5
Y/503/0401 Manage direct sales operations in a contact centre 5 7
J/502/4397 Bespoke software 3 4
J/506/2292 Encourage innovation 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.
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.
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.
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Level 4 NVQ Diploma in Customer Service
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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 4 NVQ 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 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
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Learning Outcome – The learner
will: Assessment Criterion – The learner can:
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
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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
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Learning Outcome – The learner
will: Assessment Criterion – The learner can:
3.4 Amend the personal and professional
development plan in the light of feedback
received from others
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Level 4 NVQ Diploma in Customer Service
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Unit M/506/2898
Manage customer service operations
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the management
of customer service
operations
1.1 Explain the basis for allocating resources
1.2 Assess the suitability of a range of methods to
monitor customer service operations
1.3 Explain the strategies needed to deliver seamless
customer service
1.4 Explain techniques used to develop solutions to
problems
1.5 Evaluate sources of information on customer
performance data
1.6 Analyse a range of techniques to identify patterns
and trends in customer behaviour and customer
service performance
1.7 Analyse a range of possible improvements to
customer service operations
2 Be able to plan customer
service operations
2.1 Define the service offer to meet identified
customer expectations
2.2 Develop plans that will enable sustainable and
consistent customer service operations to agreed
standards
2.3 Develop contingencies that address identified risks
2.4 Specify targets, objectives, key performance
indicators (KPIs) and monitoring arrangements
2.5 Communicate objectives, targets, standards and
procedures to staff
3 Be able to manage customer
service operations
3.1 Allocate resources according to agreed priorities
3.2 Keep staff informed of developments in the
customer service offer
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Learning Outcome – The learner
will: Assessment Criterion – The learner can:
3.3 Keep staff informed of developments in best
practice for the delivery of customer service
3.4 Maintain positive working relationships amongst
staff
3.5 Carry out monitoring activities in accordance with
plans
3.6 Manage deviations from expected performance
and service failures in accordance with contingency
plans
3.7 Use feedback from staff and customers to make
improvements
3.8 Take action within the limits of their responsibility
to make improvements to customer service
performance
4 Be able to prepare staff for
the delivery of customer
service
4.1 Confirm that staff understand the vision,
objectives, roles, plans, standards and procedures
to deliver customer service
4.2 Provide training and support that will enable staff
to deliver customer service to the required
standards
4.3 Communicate to staff their roles, responsibilities
and work plans in line with delivery plans
5 Be able to measure customer
service performance
5.1 Take action to ensure that systems to collect
agreed performance data are in place
5.2 Identify trends of customer behaviour and
customer service performance from performance
data
5.3 Benchmark performance against agreed measures
5.4 Address identified anomalies and problems
5.5 Identify areas for improvement within customer
service
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
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Unit F/506/2176
Review the quality of customer service
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand how to review
the quality of customer
service
1.1 Explain the value of measuring the quality of
customer service
1.2 Analyse the criteria for and factors involved in
setting customer service standards
1.3 Explain how to construct representative samples
1.4 Analyse methods of validating information and
information sources
1.5 Explain how to set and use customer service
performance metrics
1.6 Explain the use of customer feedback in the
measurement of customer service
1.7 Analyse the advantages and disadvantages of a
range of data analysis methods
2 Be able to plan the
measurement of customer
service
2.1 Identify the features of customer service against
which customer satisfaction can be measured
2.2 Select data collection methods that are valid and
reliable
2.3 Specify monitoring techniques that measure
customer satisfaction
2.4 Establish evaluation objectives and key performance
indicators (KPIs) in the measurement of customer
service
2.5 Specify the information to be collected
3 Be able to evaluate the
quality of customer service
3.1 Validate the information collected to identify
useable data
3.2 Use information analysis methods that are
appropriate to the nature of the information
collected
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Learning Outcome – The learner
will: Assessment Criterion – The learner can:
3.3 Identify instances of effective customer service,
shortfalls and gaps from the information analysis
against agreed criteria
3.4 Develop recommendations that address identified
areas for improvement supported by evidence
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Level 4 NVQ Diploma in Customer Service
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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
“customer-centred” 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
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Learning Outcome – The learner will: Assessment Criterion – The learner can:
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
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Level 4 NVQ Diploma in Customer Service
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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 time-bound (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 4 NVQ Diploma in Customer Service
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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 4 NVQ Diploma in Customer Service
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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
ProQual, November 2017
Level 4 NVQ 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
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
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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
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Level 4 NVQ Diploma in Customer Service
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Learning Outcome – The learner
will: Assessment Criterion – The learner can:
2.9 Adhere to organisational policies and procedures,
legal and ethical requirements when dealing with
customers’ problems
ProQual, November 2017
Level 4 NVQ 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
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Level 4 NVQ Diploma in Customer Service
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Learning Outcome – The learner
will: Assessment Criterion – The learner can:
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
ProQual, November 2017
Level 4 NVQ 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
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Level 4 NVQ Diploma in Customer Service
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Learning Outcome – The learner will: Assessment Criterion – The learner can:
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
ProQual, November 2017
Level 4 NVQ 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
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
30
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
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 4 NVQ Diploma in Customer Service
31
Unit R/506/2960
Develop a customer service strategy
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the
development of a customer
service strategy
1.1 Explain the relationship between a customer service
strategy and the organisation’s overall business
strategy
1.2 Assess sources of information about customers and
their expectations
1.3 Analyse the value of customer loyalty
1.4 Evaluate practices that can help build customer
loyalty
1.5 Explain the components of an effective customer
service strategy
1.6 Explain the relationship between customer
expectations and the service offer as defined in the
business strategy
2 Be able to develop a
customer service strategy
2.1 Evaluate current thinking on good practice in
customer service from research
2.2 Identify organisational values, aims and objectives
to be considered in developing the customer service
strategy
2.3 Assess the implications of legal and regulatory
requirements, codes of practice and ethical
considerations for customer service
2.4 Develop a customer service strategy that is
consistent with best practice and organisational
values, aims and objectives
2.5 Analyse the roles of those responsible for achieving
different parts of the customer service strategy
2.6 Specify mechanisms to evaluate the customer
service strategy
2.7 Evaluate the implications of a customer service
strategy for the organisation
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
32
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
2.8 Obtain approval for the customer service strategy
from decision makers
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
33
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
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
34
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
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 4 NVQ Diploma in Customer Service
35
Unit H/506/2963
Develop customer service through social media
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the use of social media
for customer service
1.1 Assess the role of social media in achieving
organisational objectives
1.2 Describe how mainstream and niche social
media platforms are used by customers
1.3 Explain the legislation and regulations that
affect the use of social media
1.4 Explain the etiquette required when
engaging customers via different social
media platforms
1.5 Explain how to establish key performance
indicators (KPIs) to measure improvements
in customer service performance
2 Be able to identify the scope for
improvements to customer service
through the use of social media
2.1 Identify social media platforms that are
most likely to be used by the organisation’s
customers
2.2 Identify developments within the
organisation that could benefit from
promotion through social media networks
2.3 Analyse how the organisation and its
competitors use social media
2.4 Develop profiles of how customers and
potential customers use social media
2.5 Define improvements to customer service
that could be achieved through the
organisation’s use of social media
2.6 Specify objectives and organisational policy
for participating in social media networks
3 Be able to develop customer service
provision through social media
networks
3.1 Develop a plan for the enhanced use of
social media to deliver customer service
based on analyses of data gathered and
profiles
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
36
Learning Outcome – The learner will: Assessment Criterion – The learner can:
3.2 Allocate responsibilities for making
improvements to customer service through
the use of social media
3.3 Develop procedures for providing customer
service to customers via social media
networks in line with organisational
guidelines
3.4 Measure the impact and effectiveness of the
use of customer service through social
media networks against agreed criteria
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
37
Unit M/506/1962
Encourage learning and development
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand the
principles of learning and
development
1.1 Assess the role of continuous professional
development (CPD) in identifying and meeting
individuals’ learning and development for current and
future business needs
1.2 Analyse the advantages and limitations of different
learning and development methods
1.3 Explain how to identify individuals’ learning and
development needs
1.4 Evaluate the role of self-reflection in learning and
development
2 Be able to support
individuals’ learning and
development
2.1 Promote the benefits of learning to people in own area
of responsibility
2.2 Support individuals in identifying their current and
likely future learning and development needs from a
range of information sources
2.3 Agree with individuals the learning activities to be
undertaken, ensuring they are within agreed budgets
and consistent with business needs
2.4 Summarise agreed learning objectives, learning
activities, review mechanisms and success criteria in a
personal development plan
2.5 Create an environment that encourages and promotes
learning and development
2.6 Provide opportunities for individuals to apply their
developing competence in the workplace
3 Be able to evaluate
individuals’ learning and
development
3.1 Analyse information from a range of sources on
individuals’ performance and development
3.2 Evaluate the effectiveness of different learning and
development methods
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
38
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
3.3 Agree revisions to personal development plans in the
light of feedback
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
39
Unit T/506/1980
Initiate and implement operational change
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand the
implementation of
operational change
1.1 Explain sources of information indicating the need
for change
1.2 Analyse the advantages and limitations of different
project and change management techniques
1.3 Analyse the characteristics, strengths and
weaknesses of evaluation techniques used in change
management
2 Be able to plan for
operational change
2.1 Develop an operational plan that includes specific,
measurable, achievable, realistic and time-bound
(SMART) objectives and resources
2.2 Take action to ensure that colleagues are briefed on
their roles, responsibilities and change objectives
2.3 Provide colleagues with the support needed to
implement operational change
3 Be able to manage
operational change
3.1 Implement the change plan within the agreed
timescale using available resources
3.2 Assess the significance of deviations from the
change plan
3.3 Address interdependency issues and tensions that
affect the achievement of change objectives
3.4 Assess the value and risks of unintended outcomes
from operational change
3.5 Inform stakeholders of any unforeseen obstacles or
problems and the actions that have been taken
4 Be able to evaluate the
effectiveness of operational
change
4.1 Evaluate the effectiveness of operational change
4.2 Identify areas for improvement, justifying
conclusions and recommendations with evidence
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
40
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
4.3 Communicate to stakeholders the lessons learned
from the change
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
41
Unit R/506/1999
Manage a project
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand the
management of a
project
1.1 Explain how to carry out a cost-benefit analysis for a
project
1.2 Evaluate the use of risk analysis techniques
1.3 Evaluate project planning and management tools and
techniques
1.4 Evaluate the impact of changes to project scope, schedule,
finance, risk, quality and resources
1.5 Analyse the requirements of project governance
arrangements
2 Be able to plan a
project
2.1 Analyse how a project fits with an organisation’s overall
vision, objectives, plans and programmes of work
2.2 Agree the objectives and scope of proposed projects with
stakeholders
2.3 Assess the interdependencies and potential risks within a
project
2.4 Develop a project plan with specific, measurable,
achievable, realistic and time-bound (SMART) objectives,
key performance indicators (KPIs) and evaluations
mechanisms appropriate to the plan
2.5 Develop proportionate and targeted plans to manage
identified risks and contingencies
2.6 Apply project lifecycle approaches to the progress of a
project
3 Be able to manage a
project
3.1 Allocate resources in accordance with the project plan
3.2 Brief project team members on their roles and
responsibilities
3.3 Implement plans within agreed budgets and timescales
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
42
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
3.4 Communicate the requirements of the plans to those who
will be affected
3.5 Revise plans in the light of changing circumstances in
accordance with project objectives and identified risks
3.6 Keep stakeholders up to date with developments and
problems
3.7 Complete close-out actions in accordance with project
plans
3.8 Adhere to organisational policies and procedures, legal and
ethical requirements when managing a project
4 Be able to evaluate
the effectiveness of a
project
4.1 Conduct periodic reviews of the progress and effectiveness
of a project using information from a range of sources
4.2 Evaluate the effectiveness of capturing and managing
project-related knowledge
4.3 Report on the effectiveness of plans
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
43
Unit L/506/2004
Manage business risk
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
1 Understand the
management of business
risk
1.1 Explain what is meant by business risk
1.2 Analyse business risk identification theories and
models
1.3 Explain measures and techniques to mitigate business
risk
1.4 Explain their own level of authority in managing risk
2 Be able to address
business risk
2.1 Monitor work in line with organisational risk
procedures
2.2 Identify potential risks using agreed risk criteria
2.3 Assess identified risks, their potential consequences
and the probability of them happening
2.4 Communicate to stakeholders the likelihood of the
risk occurring and its potential consequences
2.5 Explain organisational business risk management
policies
3 Be able to mitigate
business risk
3.1 Develop risk management plans and processes that
are proportionate to the risk and the available
resources
3.2 Implement risk management plans in accordance with
organisational requirements
3.3 Monitor on-going risk-related developments and
amend plans in the light of changing circumstances
3.4 Keep stakeholders informed of any developments and
their possible consequences
3.5 Evaluate the effectiveness of actions taken, identifying
possible future improvements
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
44
Unit R/506/1954
Support environmental sustainability in a business environment
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand the principles
supporting environmental
sustainability in a business
environment
1.1 Describe current legislation in relation to
environmental sustainability in a business
environment
1.2 Explain government incentives that support
environmental sustainability in a business
environment
1.3 Analyse the relationship between
environmental sustainability and corporate
social responsibility
1.4 Explain the health and safety considerations
for environmental sustainability and waste
management
1.5 Explain techniques to evaluate the impact of
an organisation’s environmental and
sustainability policies and procedures
2 Be able to implement best
practice in environmental
sustainability in a business
environment
2.1 Identify the environmental standards that are
relevant to an organisation
2.2 Evaluate the impact of an organisation’s
business on its environment
2.3 Promote a culture of efficient consumption of
energy in line with an organisation’s energy
management policies
2.4 Establish procedures to minimise waste and
maximise the recycling of materials
2.5 Establish procedures to meet hazardous waste
regulations
2.6 Adhere to organisational policies and
procedures, legal and ethical requirements
when implementing best practice in a business
environment
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
45
Unit D/504/4056
Manage Health and Safety in own area of responsibility
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Understand responsibilities and
liabilities in relation to health and
safety legislation
1.1 Evaluate personal responsibilities and
liabilities under health and safety legislation
1.2 Describe an organisation’s responsibilities
and liabilities under health and safety
legislation
1.3 Identify specialists to consult with when
health and safety issues outside own remit
are identified
2 Understand how to assess, monitor
and minimise health and safety risks
in own area of responsibility
2.1 Describe the types of hazards and risks that
may arise in relation to health and safety
2.2 Explain how to use systems for identifying
hazards and assessing risks
2.3 Explain how to monitor, evaluate and
report on health and safety within own
area of responsibility
2.4 Describe the types of actions which should
be undertaken to control or eliminate
health and safety hazards.
3 Be able to review health and safety
policy in own area of responsibility
3.1 Review written health and safety policy
against requirements for own area of
responsibility
3.2 Communicate any recommendations for
changes to health and safety policy to
relevant individuals
4 Be able to communicate health and
safety policy in own area of
responsibility
4.1 Communicate written health and safety
policy to all people in own area of
responsibility and other relevant parties
4.2 Ensure all people in own area of
responsibility and other relevant parties
understand written health and safety policy
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
46
Learning Outcome – The learner will: Assessment Criterion – The learner can:
5 Be able to monitor health and safety
in own area of responsibility
5.1 Evaluate systems for identifying and
assessing health and safety hazards and
risks within own area of responsibility
5.2 Assess working environment within own
area of responsibility against organisation’s
health and safety policy
5.3 Identify and evaluate non-compliance with
health and safety policy and practices
within own area of responsibility
5.4 Take appropriate action to eliminate or
control identified hazards and identified
risks
5.5 Evaluate health and safety requirements in
project or operational plans within own
area of responsibility
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
47
Unit H/503/0417
Manage incident management systems in a contact centre
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Be able to ensure the effective
management of incidents through a
contact centre
1.1 Ensure compliance with organisational
procedures for handling reported incidents
through an analysis of incident handling
against agreed criteria
1.2 Use feedback to identify areas for
enhancements to incident management
systems
1.3 Identify metrics that measure changes in
performance in incident handling
1.4 Use the findings of reviews to make
recommendations for the enhancement of
performance in accordance with
organisational procedures
1.5 Implement agreed changes in accordance
with organisational procedures
2 Be able to contribute to the
development of organisational
strategy for incident management
through a contact centre
2.1 Use an analysis of evidence to establish the
need for changes in incident management
handling
2.2 Develop recommendations for the ongoing
review of organisational strategy for
handling incidents in incident management
2.3 Ensure that the revised strategy meets
organisational objectives
3 Understand the management of
incidents reported to a contact
centre
3.1 Explain the incident management services
offered by the contact centre
3.2 Evaluate the strengths and weaknesses of
methods of monitoring contact handling
which leads to incident management
3.3 Evaluate the efficiency of techniques for
analysing data and metrics relating to the
handling of contacts which lead to incident
management
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
48
Learning Outcome – The learner will: Assessment Criterion – The learner can:
3.4 Evaluate methods of assessing the
effectiveness of incident management
against agreed criteria
3.5 Explain the importance of defining the
boundaries of procedures dealing with
incident management and contact centre
responsibilities
3.6 Explain the importance of consultation with
colleagues regarding possible changes in
procedures
3.7 Explain the organisational strategy relevant
to incident management by the contact
centre
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
49
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 4 NVQ Diploma in Customer Service
50
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 4 NVQ Diploma in Customer Service
51
Unit 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 4 NVQ Diploma in Customer Service
52
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
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
53
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
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, upselling or cross-selling opportunities
5.4 Summarise agreements made in accordance with
organisational procedures and close the sale
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
54
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
sales-related 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 sales-related
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 salesrelated 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 salesrelated 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
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
55
Learning Outcome – The
learner will: Assessment Criterion – The learner can:
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 4 NVQ Diploma in Customer Service
56
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
decision-making process
1.4 Explain the organisational buying decision-making
process
1.5 Explain how the organisational buying decisionmaking 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 4 NVQ Diploma in Customer Service
57
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
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
58
Learning Outcome – The learner will: Assessment Criterion – The learner can:
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 4 NVQ Diploma in Customer Service
59
Unit D/506/2055
Design business processes
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Understand techniques and
tools that support the design of
business processes
1.1 Analyse the principles of business change and
business process re-engineering
1.2 Evaluate the concept and application of
workflow patterns and usability testing
1.3 Evaluate a range of modelling tools
1.4 Analyse the factors to be taken into account
when evaluating the effectiveness of business
processes
2 Be able to develop business
processes
2.1 Evaluate the scope for business process
improvement and constraints
2.2 Generate ideas that meet defined business
needs
2.3 Test a proposed process through a modelling
exercise
2.4 Evaluate the feasibility and viability of a
proposed process against agreed criteria
2.5 Establish the degree of overlap between a
proposed process and existing processes and
systems
2.6 Resolve tensions between existing and
proposed systems and processes
2.7 Adhere to organisational policies and
procedures, legal and ethical requirements
when developing business processes
3 Be able to evaluate the
effectiveness of business
processes
3.1 Analyse valid information using techniques that
are appropriate to the process being evaluated
3.2 Assess the cost and benefit of a business
process to the organisation
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
60
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
3.3 Justify recommendations for the rejection,
adoption or enhancements to processes with
evidence
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
61
Unit Y/503/0401
Manage direct sales operations in a contact centre
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Be able to contribute to the
development of organisational sales
strategy in a contact centre
1.1 Identify the features of organisational sales
strategy that have an impact on direct sales
operations
1.2 Recommend developments to the sales
strategy that are capable of enhancing sales
performance
2 Be able to develop procedures and
guidelines to be used for direct sales
through a contact centre
2.1 Assess the importance of sales information
that is needed to achieve the sales
objectives
2.2 Confirm that the required sales information
can be collected with minimum disruption
to sales activities
2.3 Define the sales style and techniques to be
used to achieve direct sales objectives
2.4 Confirm the fitness for purpose of the draft
procedures and guidelines through a test
and trial
3 Be able to review sales planning,
analysis and reporting techniques
for direct sales through a contact
centre
3.1 Review current sales plans and methods of
devising them from an analysis of customer,
market and sales information against agreed
criteria
3.2 Identify the actions needed to achieve sales
objectives and plans
3.3 Design sales analysis tools that are capable
of monitoring sales and enhancing
performance
3.4 Implement the agreed actions to enhance
performance in accordance with the sales
plan
3.5 Define sales reporting requirements that are
capable of capturing the required
monitoring and sales performance
information
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
62
Learning Outcome – The learner will: Assessment Criterion – The learner can:
4 Understand the principles
underpinning direct sales activities
in a contact centre
4.1 Evaluate the strategic implications of the
range of products and/or services covered
by contact centre direct sales
4.2 Evaluate current organisational approaches
and systems for direct sales
4.3 Evaluate the impact of regulation and
legislation on direct sales operations
4.4 Explain how to specify sales analysis
requirements
4.5 Evaluate the implications of the options for
sales monitoring tools
4.6 Evaluate how an organisational sales
strategy drives direct sales operations
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
63
Unit J/502/4397
Bespoke Software
Learning Outcome – The learner will: Assessment Criterion – The learner can:
1 Input and combine information
using bespoke software
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 within the application
and across different software applications
2 Create and modify appropriate
structures to organise and
retrieve information efficiently
2.1 Evaluate the use of software functions to
structure, layout and style information
2.2 Create, change and use appropriate structures
and/or layouts to organise information
efficiently
2.3 Manage data files effectively, in line with local
and/or legal guidelines and conventions for the
storage and use of data where available
3 Exploit the functions of the
software effectively to process
and present information
3.1 Select and use appropriate tools and
techniques to edit, analyse and format
information
3.2 Check information meets needs, using IT tools
and making corrections as necessary
3.3 Identify and respond appropriately to quality
problems to ensure that outcomes are fit for
purpose and meet needs
3.4 Select and use presentation methods to aid
clarity and meaning
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
64
Unit J/506/2292
Encourage innovation
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
1 Be able to identify opportunities
for innovation
1.1 Analyse the advantages and disadvantages of
techniques used to generate ideas
1.2 Explain how innovation benefits an organisation
1.3 Explain the constraints on their own ability to
make changes
1.4 Agree with stakeholders terms of reference and
criteria for evaluating potential innovation and
improvement
1.5 Engage team members in finding opportunities
to innovate and suggest improvements
1.6 Monitor performance, products and/or services
and developments in areas that may benefit
from innovation
1.7 Analyse valid information to identify
opportunities for innovation and improvement
2 Be able to generate and test
ideas for innovation and
improvement
2.1 Generate ideas for innovation or improvement
that meet the agreed criteria
2.2 Test selected ideas that meet viability criteria
2.3 Evaluate the fitness for purpose and value of
the selected ideas
2.4 Assess potential innovations and improvements
against the agreed evaluation criteria
3 Be able to implement innovative
ideas and improvements
3.1 Explain the risks of implementing innovative
ideas and improvements
3.2 Justify conclusions of efficiency and value with
evidence
3.3 Prepare costings and schedules of work that will
enable efficient implementation
ProQual, November 2017
Level 4 NVQ Diploma in Customer Service
65
Learning Outcome – The learner
will: Assessment Criterion – The learner can:
3.4 Design processes that support efficient
implementation
