SITXCCS007 Student Guide 18-06-20

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First published 2020
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Contents
1: Quality customer service experiences and relationship building 5
2: Responding to difficult service situations 16
3: Customer complaints 19

SITXCCS007 Enhance customer service experiences

Application
This unit describes the performance outcomes, skills and knowledge required to provide
professional and personalised customer service experiences. It requires the ability to determine
and meet customer preferences, develop customer relationships, respond to difficult service
situations, and take responsibility for resolving complaints.
The unit applies to those who deal directly with customers on a daily basis and who operate
independently or with limited guidance from others. It includes senior frontline sales personnel,
supervisors and managers who use discretion and judgement to provide quality customer service
experiences.
This includes individuals working in a range of tourism, travel, hospitality and events contexts.
No occupational licensing, certification or specific legislative requirements apply to this unit at the
time of publication..
Prerequisite
Nil
Learning goals
 Provide a quality service experience
 Proactively respond to difficult service situations
 Resolve customer complaints
 Develop customer relationships.

1: Quality customer service experiences and

relationship building
Customer service
Customer service relates to the provision of products and/or services provided by a business before,
during and after the purchase.
A quality customer service experience is a vital aspect of a successful business and assists in
attracting new, as well as keeping existing, customers.
Enhancing customer service experiences in summary involves identifying customer preferences,
needs and expectations needs, matching products and/or services to meet these needs and then
providing the products. It also means being able to respond to problems quickly and efficiently, deal
with customer complaints and develop customer relationships in general.
LIFT THE LID
The importance of customer service:

https://www.business.tas.gov.au/managing-customers-and-suppliers/the-importance-of-customer-
service
7 undeniable reasons customer service is important to your business:
https://blog.hubspot.com/service/importance-customer-service
Why is customer service important to an organization?
https://smallbusiness.chron.com/customer-service-important-organization-2050.html
Take any notes to summarise what you have read and keep for future reference
LIFT THE LID
Watch these videos.
 Importance of customer service in hospitality (03:33)
https://www.youtube.com/watch?v=s5ROSlL94tg
 Why customer service matters (03:57)
https://www.youtube.com/watch?v=nxtaMdu55Ug
Your trainer will facilitate a class discussion about the outcomes from the video.


Customers – defined
Customers may be:
 New or regular.
 Locals or visitors.
 From any set of demographic characteristics.
 External: meaning they are the paying patrons who buy and use the goods and services of the
property. These can be individual people, families, groups, corporates and/or government
agencies.
 Internal: these are the people who work in the business. They can be colleagues, managers,
supervisors, team members, staff from other departments or teams, and employees from other
branches of the wider organisation.
It is vital customers are seen as the focus of service delivery and the reason any organisation stays in,
or goes out of, business.
LIFT THE LID
Divide into small groups. Ensure you divide the work equally.
In this activity, you will be researching and defining what a customer is. Consider:
 What is a Customer? https://www.knowthis.com/managing-customers/what-is-a-customer/
 What is a Customer? https://customersthatstick.com/blog/what-is/what-is-a-customer/
 The customer is not an interruption to our work: he is the purpose of it:

https://quoteinvestigator.com/2012/08/02/gandhi-customer/
Write your own definition of a customer.
Customer profiles
As part of customer relationship building, it is also important to develop and maintain customer
profiles. This means not only documenting key customer details such as their address and other
contact details but also their specific preferences. This all helps to provide products and services that
meet customers’ needs and enhance their experience.
Some organisations use customer relationship management systems which provide up to date
information about the customer and their choice of products and services. This is also then helpful in
being able to offer tailored products or services to meet the customer’s needs.

LIFT THE LID
Think of a company that you return to over and over to purchase products or services.
 How important is the relationship you have developed with the company over time?
 List down any comments about:
o personal or emotional ties with employees
o trust
o history of good service
o special deals, discounts, promotions
 How has the organisation worked to build a relationship with you? (think about advertising/
promotions/contact/follow-up/feedback).
 How effective has the organisation been with respect to referring you to others within the
organisation and to other, related goods and services where appropriate?
Your trainer will facilitate a class discussion about the outcomes from the research.
Principles of customer service

All of the following are important principles of customer service and combined ensure a quality service
experience for customers:
 Customer focus.
 Product knowledge.
 Courtesy and respect.
 Fair-mindedness.
 Empathy.
 Honesty.
 Rapport building.
 Efficiency.
 Friendliness.
 Customisation of service delivery.
In enhancing customer services experiences, it is therefore vital to remember these principles.

LIFT THE LID
Read:
 7 customer service principles that can change your business:
https://www.salesforce.com/blog/2013/09/customer-service-principles.html
 Principles of good customer service:
https://www.business.qld.gov.au/running-business/consumer-laws/customer-service/
improving/principles
 The 8 core principles of good customer service:
https://www.userlike.com/en/blog/customer-service-principles
 10 customer service principles every employee must know:
https://www.billhogg.ca/10-service-principles-every-employee-should-know/
LIFT THE LID
Watch these videos.
 5 core principles of customer care (09:54)
https://www.youtube.com/watch?v=am4qvaLFNMo
 What is customer service? The 7 essentials to excellent customer service (12:27)
https://www.youtube.com/watch?v=tn0veQ7_stI
 15 steps to great customer service (03:19)
https://www.youtube.com/watch?v=0jPk6CtK360
SHARE PLATE
Based on what you learned during the above two activities, undertake the following:
 List the principles of customer service you identify.
 Share your findings with the class.
 Discuss relevance to quality customer service.

Customer preferences, needs and expectations

The first step in providing a quality customer service experience is to find out about a customer’s
preferences, needs and expectations.
The following example might help to understand the difference between preferences, needs and
expectation.
For example, a customer visiting your business may have specific needs e.g. they want to buy a
specific product or service such as a fridge. However, they are likely to have specific expectations or
preferences in relation to, for example, price, features, quality, reliability, design and so on.
LIFT THE LID
Read:
 10 methods for identifying customer needs:
https://www.dummies.com/business/customers/10-methods-for-identifying-customer-needs/
 How to identify customer needs and expectations:
https://www.userlike.com/en/blog/identify-customer-needs-expectations
Take any notes to summarise what you have read and keep for future reference.
LIFT THE LID
Watch these videos.
 How to identify customer needs and wants (10:43)
https://www.youtube.com/watch?v=Wf_EprTc71Q
 Video: Identifying customer needs (05:12)
https://www.youtube.com/watch?v=yVCZ-7xSsCw
 Video: 10. Understanding customer needs (02:09)
https://www.youtube.com/watch?v=2C-2v99paQM
Your trainer will facilitate a class discussion about the outcomes from the videos.

Effective communication
One of the most important aspects in relation to identifying customer preferences, needs and
expectations is effective communication as explored below.
Verbal and non-verbal communication

Verbal communication is mainly the spoken word but can also cover the use of written words as well
as signage and graphics.
Non-verbal communication is anything you do that surrounds and supplements your verbal
communication. It is vital to be aware of the presence of non-verbal communication and learn how to
control it and interpret it as the spoken word does not occur in isolation when communicating.
Non-verbal communication is the reason for the phrase “It’s not what you say that counts, but how you
say it”. Non-verbal communication is also referred to as ‘body language’.
Elements of verbal communication to be aware of and that can influence the way your
communications are received and interpreted are:
 The choice of tongue – that is, whether or not English or another language is used.
 The level of formality or familiarity used.
 The choice of individual words.
 Whether or not abbreviations are used.
 The use of colloquialisms.
 The use of jargon or industry terms.
Non-verbal communication is anything other than speaking that relates to the spoken word.
When communicating you need to be aware of these background factors that have an enormous on
how messages are interpreted and whether or not the other party believes what you are saying.
 The rate at which you speak.
 Your tone of voice and any intonations.
 The pauses you take.
 The emphasis you give to certain words.
 The pitch of your voice.
 How loudly or softly you speak.
 Gestures used.
 Facial expressions.
 How close you stand to people when you talk.
 Amount of eye contact.


It is vital to understand:
 For verbal communication to be believed, there needs to be alignment between the words used
and the non-verbal communication displayed.
 Where there is no alignment between the verbal and non-verbal communication the other party
will usually believe what they have gleaned from the non-verbal communication and not the
spoken word.
LIFT THE LID
Read:
 Difference between verbal and nonverbal communication:
https://difference.guru/difference-between-verbal-and-nonverbal-communication/.
 Managing nonverbal communication in the workplace:
https://roubler.com/au/nonverbal-communication-workplace/.
 Nonverbal communication in the workplace:
https://www.thebalancecareers.com/nonverbal-communication-in-the-workplace-1918470.
Effective listening techniques

Active listening skills are essential skills in relation to customer service.
Active listening means paying attention to the speaker – both to verbal and non-verbal cues.
We are often distracted by our own thoughts, feelings and opinions and so tend to hear what we want
to hear or expect to hear. Active listening requires us to suspend our internal thoughts and give your
full attention to the speaker. If we are in a conversation with someone and we let our minds wander,
we may miss an important piece of information which can be embarrassing later or even damaging for
the business.
Active listening skills include:
 Facing the other person – so they can read your facial expressions and you can see and read
theirs.
 Paying attention to the other person and avoiding distractions and interruptions – focussing on
what is being said.
 Asking questions to show you are engaged, encourage the other person to continue talking and
obtain more information.
 Encouraging them to keep talking through a variety of strategies – such as smiling, nodding,
saying “I see”, “Interesting” or “Go on”.
 Taking notes to demonstrate you are paying attention.

 Leaning slightly forward and making eye contact to show interest.
 Paraphrasing what the other person says to prove you have heard and understood.
 Not interrupting.
 Empathising with the other person – factoring in how they are feeling as well as what they are
saying.
 Not being judgemental about what the other person is saying.
 Forming visualisations of what they are talking about.
 Looking for emphasis they pace on certain words – or how they state certain facts or phrases.
 Factoring in their body language.
 Reading between the lines.
LIFT THE LID
Watch these videos.
 Effective listening skills (05:26)
https://www.youtube.com/watch?v=IwWj_SfDpzg
 Speaking and listening: Listening for specifics
https://www.bbc.co.uk/teach/skillswise/listening-for-specifics/zrfqrj6 (01:13)
Assisting the customer to communicate their needs

Most organisations will have a procedure for dealing with customers such as:
 Acknowledge who they are i.e. (eye contact and smile)
 Greeting (‘good morning’)
 Engaging (relating and building a rapport).
However, most important is to find out what the customer preferences, needs and expectations are in
relation to products and services and match those needs to the products or services offered by the
organisation. More information is included on this below.
Providing advice to customers about products and services

It is important that to have a thorough knowledge of a company’s products and services in order to be
able to advise customers about products and services to meet their needs.
To develop product or service knowledge, it is important to be able to identify the:
 Purpose of the product or service and its use
 Key features of the product or service

 Product or service strengths and weaknesses.

Purpose
Products and services will have a clear purpose and use.
For example, the purpose and use of a dishwasher is to clean dishes.
Similarly, the purpose and use of a rubber is to rub out pencil.
Some products and services will have multiple uses. For example, a table can be used to eat at, study
at or hold a meeting at. Similarly, a service such as a plane flight could be used for business purposes
or to go on holiday.
Key features
A feature is a particular aspect of something. So key features of a product or service are its main
characteristics.
Key features are usually those that are highlighted in any promotional material.
Key features will often play on a product or service’s unique selling proposition i.e. why it is different to
any other product or service.
In this unit you will learn how to prepare and cook various vegetable, fruit, egg and farinaceous dishes
following standard recipes. You will be able to select and prepare ingredients, and use relevant
equipment, cookery and food storage methods.
SHARE PLATE
Identify a product or service of interest. Note down its key features to share your ideas with the rest
of the group.
Your trainer will facilitate a class discussion about the outcomes from your research.
Strengths and weaknesses

All products and services will have strengths and weaknesses. For example, a stainless steel look
fridge may be visually appealing to some consumers but has the weakness that finger print marks
easily show. A car may be efficient on fuel but lack comfort and so on.
Product and service strengths and weaknesses can generally be grouped into categories, for
example:
Operation – a product Pricing – a product or Service provision – Availability – a product

or service may be hard service may have a customer service may or service may be easy
or easy to use low price or high price be excellent or poor or hard to find
Depending on the product or service, the above can be strengths or weaknesses, for example a high
price which could be a weakness, may mean high quality which is strength.

Product or service strengths and weaknesses will very much be linked to customer’s needs.

LIFT THE LID
Knowing your products and services:

https://www.business.qld.gov.au/running-business/marketing-sales/sales/skills/know-product
Extras, add ons and special requests

In the hospitality industry extras and add ons are an important way to enhance a customer’s
experience.
As an example, say you run a local hotel then extras/add ons to your service (accommodation) could
be offering guided tours of the local area or optional meals.
Special requests are also important to consider. For example, a customer may have a dietary need
that needs to be taken into account in providing a meal. It is also very important that these special
requests are checked and actioned before providing the service to the customer. Otherwise imagine
how annoyed the customer would be when they, for example, open a picnic basket provided as an
extra on a tour to find that they can’t eat any of the food because it’s not gluten free, or vegetarian,
etc.
SHARE PLATE
Brainstorm extras and add ons that can be used to enhance a customer’s experience. Think about
your own experiences as a customer and what you experienced/enjoyed.
Your trainer will facilitate a class discussion.
Delivery of products and services

Once you have found out about your customer’s preferences, needs and expectations then it is time
to deliver the product or service to the customer.
The way in which it is delivered will depend on the particular service or product. For example, say you
operate a tour company then the first step to providing your service may be emailing the customer
with the details of their tour. The second step is the actual delivery whereby the customer arrives at
the commencement point of the tour and you provide the service.
When providing products or services to customers and to ensure a quality customer experience it is
very important to consider:
 Timeliness: make sure your product or service is delivered according to timelines you have
specified.
 Meeting expectations: make sure your product or service meets the promises you have made
about it.


 Special requests: make sure any special requests are catered for as referred to above.
 Liaising with others and sharing information: making sure everyone in your team has all of the
information they need to deliver a quality service to the customer. For example, if the Chef in the
restaurant hasn’t been told that customers coming in for the evening have gluten intolerances
then it is possible that there won’t be any supplies in place to ensure an appropriate meal will be
cooked.
SHARE PLATE
Think about the best customer service experience you have ever had. What made it the best
experience? Write down notes for discussion.

2: Responding to difficult service situations
Even with the best of intentions, things can go wrong in providing products and services to customers.
It is important to recognise this and to be proactive in responding to such situations and reduce the
likelihood of a negative experience for the customer.
Taking action prior to supply

One of the best ways to be proactive to anticipate any problems that could occur with products and
services before delivery to the customer.
For example, a tour operator might discover just an hour before the tour is about to commence that
the person who was guiding the tour has called in sick. Obviously the answer then is to call another
tour guide in at short notice. This does mean having strategies in place to ensure you are able to
respond to issues such as having extra staff on call.
Keeping customers informed

Probably worse than problems with products and services is lack of information. Think about all of
those times when you have sat at the airport waiting for information on your delayed flight and hearing
nothing.
Keeping customers informed is vital. Thus if a product or service is delayed to a customer is important
to advise them of the problem, what you are going to do about it and when. Depending on the issue
you should regularly update customers. For example, if a meal is delayed then ideally you would
advise the customer of this and how long they have to wait. A good strategy here would be to provide
extras such as bread to keep the customer from getting hungry and therefore possibly annoyed while
they are waiting.
SHARE PLATE
Think of a situation where you experienced delays. How did the service provider respond? Do you
think their response was effective.
Write down notes for discussion.
Alternatives
If there is an issue with a product or service, it may be that an alternative needs to be offered and that
these alternatives are explained to the customers.

For example, thinking about a tour that is not available, the customer could be offered a different tour
altogether.
Communication skills are key here in order to advise the customer why the product or service they
chose it not available and to convince them of the benefits of taking alternative options.
Compensating customers

Obviously at times customers will need to receive refunds for products and services a business was
unable to provide but compensation can also be seen in a different way. Say for the above example
where a tour was not available and an alternative was offered, then to provide great customer service
additional products or services can also be offered to the customer to compensate them such as a
free meal whilst on the tour.
There are many ways that customers can be compensated. For example providing:
 some or all products/services free of charge
 some or all products/services at reduced rate
 discount vouchers to attend at a future time
 inexpensive add-on products
 small gifts
 special attention during a service period.
It is important, however, to check your company’s policy on this before offering such compensation.
Most companies will have a policy on this and which will also be dependent on any financial
constraints of the organisation or the actual profitability of the sale overall.
If you are not sure what the process is, then the best thing to do is to ask your manager or supervisor
if it is possible to offer an extra product or service to a customer to compensate them for the
inconvenience.
LIFT THE LID
Read:
 Service recovery:
https://www.forbes.com/sites/micahsolomon/2013/09/23/if-youre-perfect-you-dont-need-to-
read-this-article/#46ab9f00443a
Watch:
 The right words at the right time – Customer service recovery for hotels (02:27)
https://www.youtube.com/watch?v=tWnaKsmQ6k8
Your trainer will facilitate a class discussion about the outcomes from the reading and video.

SHARE PLATE
Divide into small groups. Ensure you divide the work equally.
In your groups, consider the following scenario and develop a solution based on group discussion
and/or online research:
Scenario:
You run a small bed and breakfast. You have just realised you have double booked for a night and
you are going to have to advise one set of visitors that the room they booked is in fact not
available.
Using your learnings from this topic, what would you do?
Present your solution to the class for their constructive feedback.
Feedback
As a staff member it is important to provide your feedback on any service issues customers are
experiencing and to provide your ideas on improvements. A company may have formal mechanisms
for providing such feedback such as through meetings or a feedback form. If there aren’t any formal
mechanisms, feedback should still be passed on, for example, through speaking to a manager or
supervisor or emailing them about the issue.

3: Customer complaints
Most businesses will receive a customer complaint at some stage. Complaints can be about any
number of issues that all stem from dissatisfaction with the product or service provided. Common
complaints relate to:
 defective products or services
 unmet expectations
 poor customer service
 incorrect information/advertising
 incorrect pricing or quotes
 misunderstandings
 special requests not being provided.
It is tempting to think of a customer complaint in a negative manner but if complaints are handled
correctly, they can also provide an opportunity for the business to improve.
LIFT THE LID
Read:
This article discusses how customer complaints are good for a business:
http://www.superoffice.com/blog/customer-complaints-good-for-business/
It is also important at the outset to ensure that strategies are put in place to reduce the likelihood of
complaints, for example, by making sure the business has sufficient staff, by ensuring staff are trained
in customer service and so on.
LIFT THE LID
Watch these videos:
 Handling customer complaints: defusing frustration (02:48)
https://www.youtube.com/watch?v=WphIXqTp_es
 5 step process for handling complaints (04:26)
https://www.youtube.com/watch?v=gLRIW64ZcOo


SHARE PLATE
Think of a time when you have had to complain (or been in the company of someone else
complaining).
Write an overview of the situation, then outline how the customer service representative handled
the complaint.
 What was the outcome?
 What were the positive and negatives of the situation?
 How would you have handled the situation?
Complaints policy and procedure

In order to handle customer complaints, it is important to understand and follow an organisation’s
complaints policy and procedure on customer complaints.
Complaints handling policy and procedures will clearly vary in their content but will generally include:
 explain how customers can make a complaint (this can be both informal and formal)
 outline the steps that will be taken to discuss, address and resolve complaints
 summarise solutions offered to resolve complaints
 inform customers about the company’s commitment to continuous improvement
Managing a complaint will depend on organisational policies and procedures and their complaint
process. Some steps for managing a complaint could be:
 Listen
 Clarify
 Understand
 Explain
 Reassure
 Timeliness
 Finalise.
LIFT THE LID
Review this example of a customer complaints handling procedures:

https://www.business.gov.au/People/Customers/Communicate-with-Customers/Tips-for-handling-
customer-complaints


Receiving customer complaints

Complaints may be received over the phone or in writing. If the complaints is received verbally, you
will need to ensure you document the complaint according to the business’ procedure. In most cases,
however, you will need to advise the customer that they should put their complaint in writing. This may
be in the form of an email or letter or using a complaints form.
Regardless of the form you receive the complaint in, once you receive it you should carefully study the
complaint. This initial review process is important in determining whether the complaint is valid or not
and the action to be taken.
For example, if a training company offered a workshop and a customer complained that they had not
enjoyed the food at the workshop, then the best solution could be to contact them acknowledging their
complaint and perhaps offering them a free workshop to compensate. The issue would also need to
be investigated to see if the customer’s complaint in regard to the food was really an issue or whether
it was just this particular customer that did not enjoy the food.
LIFT THE LID
Review the following document about effective complaints handling:

http://www.ombudsman.wa.gov.au/Publications/Documents/guidelines/Effective-handling-of-
complaints-made-to-your-organisation.pdf
Based on your reading, what could be possible remedies that can be used in relation to customer
complaints. How are such remedies best negotiated?
Take notes about what you have learned.
Complaints register
Some companies will have a complaints register or similar document where complaints are recorded.
This could include the date of the complaint, a summary of the complaint, actions taken and outcome.
SHARE PLATE
Research the internet to locate a complaints register. Find an example to show to the class.
The trainer/assessor will facilitate a class discussion.
Conflict resolution
Conflict resolution skills are very important when it comes to resolving customer complaints. Conflict
resolution is essentially a process that can be used so that all parties involved can find an agreeable
solution to a dispute.

LIFT THE LID
Read:
 12 Conflict Resolution Tips for Excellent Customer Service:
https://www.talkdesk.com/blog/12-conflict-resolution-tips-for-excellent-customer-service/
Watch:
 5 Keys to Effective Conflict Resolution: Customer Service Training 101 (04:07)
https://www.youtube.com/watch?v=B8-3-SAAO90
LIFT THE LID
Divide into small groups. Ensure you divide the work equally
Your trainer will allocate each group with a role, either client or customer service provider.
Clients can choose a complaint to make from the following options or create their own complaint.
Complaints
 Double booking for a hotel room on your honeymoon
 Turning up for an appointment and it is cancelled when you arrive
 Receiving the wrong order through the post and having been told to post it back at your cost.
 Five hour delay for a flight caused you to miss a very important meeting
 At a restaurant the wrong food arrives, dishes ordered are missing and you have been waiting
for over an hour for it to arrive.
The customer service provider should try and resolve the complaint using the following steps:
 Listen
 Respond
 Resolve
(make assumptions as required)

The client should provide feedback on what improvements that could be made with respect to the
actions taken to resolve the complaint.


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WARNING – UNCONTROLLED WHEN PRINTED

WARNING – UNCONTROLLED WHEN PRINTED

WARNING – UNCONTROLLED WHEN PRINTED

SITXCCS007 Enhance customer service experiences

 Proactively respond to difficult service situations

 Resolve customer complaints

 Develop customer relationships.

WARNING – UNCONTROLLED WHEN PRINTED

1: Quality customer service experiences and

LIFT THE LID

The importance of customer service:

LIFT THE LID

Watch these videos.

 Importance of customer service in hospitality (03:33)

 Why customer service matters (03:57)

WARNING – UNCONTROLLED WHEN PRINTED

WARNING – UNCONTROLLED WHEN PRINTED

 From any set of demographic characteristics.

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 What is a Customer? https://www.knowthis.com/managing-customers/what-is-a-customer/

 What is a Customer? https://customersthatstick.com/blog/what-is/what-is-a-customer/

 The customer is not an interruption to our work: he is the purpose of it:

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 List down any comments about:

o personal or emotional ties with employees

o history of good service

o special deals, discounts, promotions

Principles of customer service

 Courtesy and respect.

 Customisation of service delivery.

In enhancing customer services experiences, it is therefore vital to remember these principles.

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 7 customer service principles that can change your business:

 Principles of good customer service:

 The 8 core principles of good customer service:

 10 customer service principles every employee must know:

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Watch these videos.

 5 core principles of customer care (09:54)

 What is customer service? The 7 essentials to excellent customer service (12:27)

 15 steps to great customer service (03:19)

 List the principles of customer service you identify.

 Share your findings with the class.

 Discuss relevance to quality customer service.

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Customer preferences, needs and expectations

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 10 methods for identifying customer needs:

 How to identify customer needs and expectations:

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Watch these videos.

 How to identify customer needs and wants (10:43)

 Video: Identifying customer needs (05:12)

 Video: 10. Understanding customer needs (02:09)

WARNING – UNCONTROLLED WHEN PRINTED

Verbal and non-verbal communication

 The level of formality or familiarity used.

 The choice of individual words.

 Whether or not abbreviations are used.