Course Objectives
When you have completed
this workbook you will be better able to:
- explain the meaning and significance of customer care
- identify your internal and external customers
- identify your customers’ needs and any areas in which you are
failing to meet them
- provide an effective lead for your team in raising the standard of
customer care
- ensure that you and your team members perform to a high standard
in customer-contact situations
Assessment Criteria
Understand basic customer service
1.1 Briefly describe at least two legal rights of customers
1.2 Briefly describe two of the organization's commitments to
customers
1.3 Briefly describe the manager’s responsibilities in relation to
customer service
Know how to care for the customer
2.1 Identify an external and an internal customer of the
organization
2.2 Describe how customer needs are identified
2.3 Explain how customer service standards and procedures are used
to meet customer needs
2.4 Explain how they could monitor customer service against the
standards set
International
Curriculum
Unit 3.08 - Official ILM
Curriculum, Institute of Leadership & Management
Course Outline
Workbook introduction
1 ILM Super Series study links
2 Links to ILM qualifications
3 Links to S/NVQs in management
4 Workbook objectives
5 Activity planner
Session A - ABOUT CUSTOMERS
1 Introduction
2 What is a Customer (Activity 1)
3 Non-commercial Organizations and their Customers
(Activity 2, 3)
4 External Customers (Activity 4)
5 Internal Customers (Activity 5, 6, 7)
(Activity 8)
Self Assessment, Summary
Session B - WHAT IS CUSTOMER CARE?
1 Introduction
2 Customers Old and New (Activity 9, 10, 11, 12)
3 The Three Pillars of Customer Satisfaction (Activity 13,
14, 15, 16)
4 Meeting the Needs of External Customers (Activity 17, 18,
19)
- Market research
- How much satisfaction should you give
(Activity 20, 21)
(Activity 22)
5 The Quality of Personal Service
- The ABC of service (Activity 23)
- Good attitude
(Activity 24)
- Behavior (Activity 25, 26)
6 Telephone Contacts
(Activity 27, 28)
- Taking the necessary action (Activity 29)
-
Competence
Self Assessment, Summary
Session C - DELIVERING CUSTOMER CARE
1 Introduction
2 Identifying your Customer Care Problems
- Asking the customer (Activity 30, 31)
- Looking at the
results (Activity 32)
- Customers' rights (Activity 33)
-
Customer complaints
- Dealing with complaints (Activity 34)
-
Anger and apologies (Activity 35)
- Looking for the causes
(Activity 36)
3 Managing for Customer Satisfaction
- A
CASCADE of quality
- Commitment (Activity 37)
- Ability (competence) (Activity 38)
- Standards and communication (Activity 39)
- Attention to detail
4 Setting and Monitoring Standards
- Setting standards (Activity 40)
- Monitoring standards
(Activity 41)
5 A Customer Care Culture (Activity 42)
Self Assessment, Summary
Performance checks
1 Quick quiz
2 Workbook assessment
3 Work-based assignment
Reflect and review
1 Reflect and review
2 Action plan
3 Extensions
4 Answers to self-assessment questions
5 Answers to activities
6 Answers to the quick quiz
7 Certificate