Customer Service # 8992

Level 1 Student Workbook

© City & Guilds Jamaica Representative Office, 2016 Page | 1

This workbook was compiled by the City & Guilds Jamaica Representative Office.

© City & Guilds Jamaica Representative Office, 2016 Page | 2

 TABLE OF CONTENTS

OUTCOME ONE: “KNOW HOW TO DELIVER GOOD CUSTOMER SERVICE”

1.1: Identify different types of customers------------------------------------------------------- PAGE 3
1.2: Identify different needs of customers------------------------------------------------------- PAGE 5
1.3: State what is meant by customer satisfaction--------------------------------------------- PAGE 6
1.4: State what is meant by customer expectations------------------------------------------- PAGE 7

OUTCOME TWO: “KNOW DIFFERENT COMMUNICATION METHODS”

2.1: State effective methods of communication to use when dealing with different
customers----------------------------------------------------------------------------------------------- PAGE 8
2.2: State how to use questions when dealing with different customers----------------- PAGE 10
2.3: Identify positive and negative body language and facial expression----------------- PAGE 11
2.4: State how customers’ body language impacts on customer service------------------ PAGE 12
2.5: State how own body language impacts on customer service-------------------------- PAGE 13

OUTCOME THREE: “KNOW HOW TO PROVIDE GOOD CUSTOMER SERVICE IN LINE

WITH ORGANIZATIONAL PROCEDURES”

3.1: State the importance of providing products and services which are ‘fit for
purpose’------------------------------------------------------------------------------------------------- PAGE 15
3.2: State the importance of customer and organization confidentiality------------------ PAGE 16
3.3: State the limits of own authority------------------------------------------------------------- PAGE 17

OUTCOME FOUR: “KNOW HOW TO EFFECTIVELY DEAL WITH CUSTOMER QUERIES,

PROBLEMS AND COMPLAINTS”

4.1: State how to deal with customer queries-------------------------------------------------- PAGE 18

4.2: Identify common customer problems and complaints---------------------------------- PAGE 19
4.3: State how to deal with problems and complaints---------------------------------------- PAGE 20

ANSWER SHEET-------------------------------------------------------------- PAGE 22

© City & Guilds Jamaica Representative Office, 2016 Page | 3

OUTCOME ONE: “KNOW HOW TO DELIVER GOOD CUSTOMER SERVICE”

1.1 The different types of customers

There are many types of customers. A customer can be an individual or an organization. Customers can
be:

 Internal: These can be persons from another part of the same organization or colleagues.
 External: These are individuals or businesses including suppliers that don’t fall within the same
organization. Customers may come from different age groups, cultural and social backgrounds or
have health, language or learning issues. Customers may also have different attitudes e.g.
assertive, angry and confused.

Question 1: Look at the images below and the identify the type of customer displayed and give an
explanation for your answer.

Image A- Image C-

Type:_______________ Type:_______________
____________________ ____________________
____________________ ____________________
Reason:_____________ Reason:_____________
____________________ ____________________
____________________ ____________________
____________________ ____________________
____________________ ____________________
____________________ ____________________
____________________ ____________________
Image B- Image D-

Type:_______________ Type:_______________
____________________ ____________________
____________________ ____________________
Reason:_____________ Reason:_____________
____________________ ____________________
____________________ ____________________
____________________ ____________________
____________________ ____________________
____________________ ____________________
____________________ ____________________

© City & Guilds Jamaica Representative Office, 2016 Page | 4

 Question 2: Provide a list of Internal and external customers you
may find in a bank.

Internal Customer:
______________________________________________________
______________________________________________________
______________________________________________________
External Customer:
______________________________________________________
______________________________________________________
______________________________________________________

Question 3: Give an example of a request that would be made from both parties in IMAGE C in
Question 1.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Question 4: Give an example of a request that the lady (Gloria) would receive from her manager in
IMAGE A in Question 1.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Question 5: Provide examples of internal and external customers in a school.

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Question 6: Define Customer Service.

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 5

 1.2 The different needs of customers

Customers will have different needs e.g. for information, assistance, advice, guidance. They may want
to be served swiftly with little assistance or may require a lot of advice and support. Customers may
also be those who have very specific special requirements e.g. health such as hearing or sight
impaired, mobility, language, age, cultural needs or specific learning difficulties. Whatever the needs,
the candidate will require first to identify those needs.

Question 1: When this mom

enters the supermarket,
identify the needs she has.

I. Need for appreciation

II. Need to be recognized
III. Need to be
reprimanded
IV. Need to feel welcome
V. Need to feel important
VI. Need for comfort
VII. Need for bad stares
from staff IX. Need to hear curse words around her children
VIII. Need for timely service X. Need to be understood
XI. Need to receive help or assistance
XII. Need to be called bad names

Question 2: Explain the benefits of meeting the needs of this mom.

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 6

1.3 The meaning of Customer Satisfaction

The candidate should be able to identify that customer satisfaction occurs when a customer is happy
with the service and /or product provided. Customer satisfaction is when a customer’s needs and
expectations have been met.

Question 1: Explain what a service provider can do to make customers feel satisfied.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

Question 2: Identify what went wrong in the image.

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 7

1.4 The meaning of customer expectations

Customer expectations are what customers think should happen and how they believe they should
be treated when asking for or receiving customer service. Customers also have expectations of the
products they purchase e.g. they have certain expectations of what the products will deliver. The
candidate should be able to identify that different customers will have different expectations e.g.
meeting timescales, keeping promises, value for money, quality presentation, fit for purpose,
reliability, easy to use, friendliness of employees. Customer expectations are formed e.g. through
what customers see, hear, what they read and what ‘messages’ an organization sends i.e. via its
reputation and brand and what actually happens to them when dealing now and in the past with an
organization.

Question 1: Identify what may happen to a company if they

do not know the customer expectations or if they make
inaccurate assumptions about what the customer expects.
_______________________________________________
_______________________________________________
_______________________________________________
_______________________________________________
_______________________________________________
_______________________________________________
_______________________________________________
Question 2: Identify what procedure/process an employee or company can follow to ensure that
customers expectations are met.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Question 3: Identify what the customer in the image

expected and what should have been done to ensure that
his expectations were met.
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 8

 OUTCOME TWO: “KNOW DIFFERENT COMMUNICATION METHODS”

2.1 Effective methods of communication to use when dealing with

different customers

A service deliverer’s communication should be clear, respectful, polite, confident, using the
appropriate technical terms and adopted to meet individual needs. The different methods of
communication are:

• Face-to-face: this is about eye contact and active listening. ‘Normal’ eye contact may differ
across cultures; ‘active listening is about head nodding, gestures and repeating back phrases that
are heard and confirmation of understanding. Face to face can allow the candidate to see when
additional assistance in understanding is needed by the customer.

• Written communication e.g. letter, email: this is e.g. letter, email, memos and reports. There
will be organizational guidelines on when and how to use written communication e.g. house styles,
layout, language to be used etc. A written letter is likely to be necessary when a formal response is
required by an external customer while memos and emails are likely to be used for internal
communication. However there may be customers who have certain difficulties with written
communication and this requires to be recognized.

• Telephone and text: Telephone communication is a frequently used method of communication

but it does require the candidate to speak clearly and slowly to allow for the possibility that
reception on the ‘telephone line’ may not be perfect. They also need to adapt speech to meet the
individual needs of customer e.g. those who do not have knowledge of the language or who are
perhaps hearing impaired. Increasingly, text is being used but like written communication it must
be clear and easily understood

Question 1: Place a tick in the appropriate box for each of the following statements: True False
A service provider should ensure that they give the customer their undivided attention
when the customer is speaking.

A service provider should stare directly at the customer while speaking and not
provide signals of understanding

A service provider should interrupt the customer all the time and not allow them to
complete what he or she is going to say

A service provider should ask relevant questions to understand the customer’s request

© City & Guilds Jamaica Representative Office, 2016 Page | 9

Question 2: A customer sends a complaint via letter. What method(s) of communicating a response is
appropriate? State the reason for your answer.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Question 3: A customer calls daily seeking an explanation for the same question. What alternative
method of communication could be used to ensure the customer fully understands?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Question 4: A customer makes a request for service but you do not fully understand the request.
What can you do?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Question 5: You sent a fax to a customer on Monday. The customer calls on Tuesday and advises that
they did not receive it as the fax machine was off. Identify what additional method of communication
should have been used to liaise with the customer.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Question 6: Provide customer service and client interaction examples of the following in a bank:

Face-to-face communication:_____________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Written communication:_________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Telephone communication:_______________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 10

2.2 How to use questions when dealing with different customers

In order to find out customers’ requirements, different questions may need to be asked to gain
the information required. Some customers will easily give answers but others will require open
and probing questioning in order to gain more information. Closed questions are used when a yes
or no answer is needed, usually to confirm understanding. Open questions begin with who, what,
where, when, why and how.

Question 1: Change the following closed questions to open-ended questions:

a. Have you checked the hardware in the system?

______________________________________________________________________________

b. Do you have any questions?

______________________________________________________________________________

c. Have you any other needs?

______________________________________________________________________________

Question 2: A client calls and advises that their home internet service is down. Based on the initial
information provided you recognize that the client’s modem needs to be reformatted. Identify the
appropriate questions you would ask from the list below to resolve the matter and identify the type
of question it is.

I. What is your telephone number? VI. Did you pay your bill on time?
II. Can you answer the a few security questions to VII. Did you intentionally smash your
ensure the safety of your account? modem to get a free one?
III. Please provide your current internet VIII. Do you have 500 persons currently
password? using the modem?
IV. What lights are you seeing on the modem? IX. Do you know how to reformat your
V. Did you restart your modem? modem?

© City & Guilds Jamaica Representative Office, 2016 Page | 11

2.3 Identifying positive and negative body language and facial expression

Body language is about interpreting facial expressions, gestures and posture. It must be taken into
account together with the words a customer uses. Positive body language is e.g. the candidate
makes eye contact with the customer which the customer sees as positive behaviour; or when the
candidate smiles. Negative body language is when there is no smile, or the candidate folds their
arms and adopts an aggressive stance. Facial expressions can also affect customers as a frown can
look unwelcoming, no eye contact can show dishonesty or lack of interest. (Positive and negative
body language, along with facial expressions can be perceived differently according to the culture.)

Question 1: Identify five positive non-verbal signals that could be used to show interest, when dealing
with a customer.
_____________________________________________________________________________________
_____________________________________________________________________________________

Question 2: Identify five negative non-verbal signals that could be used to show disinterest, when
dealing with a customer.
_____________________________________________________________________________________
_____________________________________________________________________________________

Question 3: A client comes into a business place and is in need of assistance. She has the following
interactions with employees within the company. Identity the positive and negative verbal and non-
verbal signals.

A. She makes eye contact with an available customer service representative who does not respond
to her and cuts her eye and looks at her computer screen:
______________________________________________________________________________
______________________________________________________________________________
B. She makes contact with a security guard who is standing with is hands across his chest and a
frown on his face and he asks her “ what’s up lady:”
______________________________________________________________________________
______________________________________________________________________________
C. She speaks with a sales agent who indicates she can assist her. The agent smiles with her and
makes eye contact and nodded:
______________________________________________________________________________
______________________________________________________________________________
D. She makes contact with another employee who has an angry face and shouted at her that she
was busy:
______________________________________________________________________________
______________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 12

2.4 How customer’s body language impacts on customer service

Positive body language in turn produces positive behaviour. Negative body language can at times
produce negative behaviour. The potential impact of a range of negative body language displayed by
the customer e.g. aggression, pointing, hands on hips can in turn make the service deliverer feel
nervous or under threat and respond in a defensive manner. Customers who are positive and
understanding are likely to encourage a service deliverer to respond in the same way.

Question 1: Look at the clues below and identify what it may mean.

CLUE WHAT IT USUALLY MEANS

The customer walks away
Tapping fingers
Glancing at watch
Lazy expression
Smile
Staring
Clenched Teeth or mouth
Frown

Question 2: A service provider notices that a client in the line is standing and slouching and has a
frown on their face. The client also glances regularly at his/her watch and made a call on their cell and
sounded very angry on the call. How should the service provider prepare to deal with this client face-
to-face
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Question 3: State the importance of understanding a customers’ body language

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 13

2.5 How your own body language impacts on customer service

Negative body language by the candidate can turn a positive experience into a negative for the
customer. It may escalate a situation or produce a complaint and may affect a customer’s
perception of the organization and overall satisfaction. Body language can signal pleasure, anger,
frustration or aggression without the candidate realizing it and can affect the behaviour of the
customer who reacts accordingly. Deliverer to respond in the same way.

Question 1: Which of the following body language signals impact customer service delivery in a
positive or negative way?

Body Language Signal Positive Impact on Negative Impact on

Customer Service Customer Service
1 A warm, friendly smile
2 An angry looking facial expression
3 No Facial expression
4 Hands across chest
5 Pointing at the customer
6 Bored Look
7 Standing with hands on hip
8 Standing less than 1 feet in front of the
customer
9 Pretending to see the customer
10 Eye contact
11 Scornful facial expression

© City & Guilds Jamaica Representative Office, 2016 Page | 14

Question 2: Explain how the following body language can positively and negatively impact customer
service or a clients’ experience with a company:

Eye Contact and movements:_____________________________________________________________

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Facial expression:_____________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Movement:___________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Posture and stance:____________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Space:________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Gestures:_____________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Dress:________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Breathing:____________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Natural Self:___________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 15

OUTCOME THREE: “KNOW HOW TO PROVIDE GOOD CUSTOMER SERVICE
IN LINE WITH ORGANIZATIONAL PROCEDURES”

3.1 The importance of providing products and services which are “fit for
purpose”

It is important to realize that customers have expectations of the products and services being
delivered. Products should be of satisfactory quality and fit to do the job they were intended for
and the service should meet the promised service offer. Failure to provide products and services
which are fit for purpose is likely to damage an organization’s reputation, result in a loss of
business and increase the number of complaints.

Question 1: Explain why a blow dryer is “fit for purpose.”

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Question 2: Explain why a laptop is “fit for purpose”

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 16

3.2 The importance of customer and organizational confidentiality

The candidate is required to be aware of the need to protect the interests of customers and their
respective organizations when working with customer service records. Organizations hold lots of
‘personal information’ about customers e.g. account details, addresses and this information
cannot be disclosed to anyone who asks for it. They should understand that there is a need to
maintain confidentiality as it may be a legal requirement. However, there should also be an
understanding that any loyalty and goodwill which exists between customers and the organization
will be lost if confidentiality is breached. If sensitive details were given out, it would result in a
loss of the customer and of their trust.

Question 1: Identify which information below is confidential:

True False
Customer’s Telephone number
Customer’s Fax number
Name of Delivery man
Date of delivery of customer’s order
Name of sales person
Customer’s Credit Card number
Payment terms
Customer Email
Company Email
Customer Records
Company Address
Customer’s Address

Question 2: As a student in High School, explain why information confidentiality is important to you.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Question 3: Give examples of items/information in the administrative office within your school that
would be considered confidential.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Question 4: Explain what would happen in your school if confidential information listed above was
disclosed.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 17

3.3 The limits of authority

The candidate should be aware that many organizations have recognized systems and
procedures e.g. for solving and dealing with customer problems and complaints and they should
be aware that within those systems and procedures there are guidelines on what they are
allowed to do and what not. In every organization there will be procedures that will detail
exactly what an employee can do and when they should refer to others. The reason there are
limits is because there needs to be consistency in the way customer service is delivered. There
are times when certain tasks can only be carried out and decisions made by those with the
relevant training and experience and the appropriate level of responsibility.

Question 1: Identify occasions when a supervisor may need to be called.

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 18

OUTCOME FOUR: “KNOW HOW TO EFFECTIVELY DEAL WITH CUSTOMER
QUERIES, PROBLEMS AND COMPLAINTS”

4.1 How to deal with customer queries

The candidate should understand it is always vital to communicate in a clear, polite and
confident way, following organizational procedures. Queries should be dealt with swiftly and
accurately. The candidate should listen carefully to what has been stated and confirm
understanding. When dealing with queries, it is always important to keep the customer
informed of what is happening and to ensure the most up to date information and advice is
referred to.

Question 1: A customer goes to a car mart to purchase a vehicle. The customer needs guidance on the
vehicle best suited for him/her. List five questions the sales Rep should ask to assist the client in
choosing the right vehicle.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 19

4.2 Common Customer Problems and Complaints

The candidate should be able to identify a variety of common customer problems and
complaints. Customers complain when their needs and expectations are not met e.g. faulty
goods, poor quality, price, value, incorrect stock, failure to return calls, failure to meet
deadlines, poor attitude of staff. They should also realize that they, through their attitude, lack
of knowledge etc., can contribute to a complaint or cause a problem.

Questions 1: Identify seven (7) reasons why customers may complain and explain your answer:
A. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
B. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
C. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
D. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
E. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
F. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
G. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 20

4.3 How to deal with problems and complaints

Complaints are a valuable source of customer feedback and assist in the process of continuous
improvement. In dealing with a problem or complaint, the candidate should remain calm at all
times. Candidates should acknowledge the complaint or problem, listen carefully to the
customer, empathize with them and arrive at a mutually acceptable solution which may be to
consult with or refer to others. The candidate needs to be aware that their positive attitude in
dealing with a problem can prevent it becoming an explosive situation.

Question 1: Identify the steps in the Seven-Step Approach to Handling Customer Complaints:

1. ____________________________________________________________________
2. ____________________________________________________________________
3. ____________________________________________________________________
4. ____________________________________________________________________
5. ____________________________________________________________________
6. ____________________________________________________________________
7. ____________________________________________________________________

Question 2: Explain how to complete each step when dealing with a complaint and state why it is
done.
1. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
2. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
3. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 21

 4. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
5. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
6. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
7. ______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

Question 3: Give two reasons why customer complaints are valuable to a company?
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________

© City & Guilds Jamaica Representative Office, 2016 Page | 22

ANSWER SHEET

© City & Guilds Jamaica Representative Office, 2016 Page | 23

Outcome One Module 1.1

Question 1:
Image A- Image B- Image C- Image D-

Type: Internal Type: External Type: External Type: External

Reason: A customer Reason: A customer is Reason: A customer is Reason: A customer is
from the same buying a product or buying a product or buying a product or
department or the same services of an services of an services of an
organization. organization. organization. (Airport) organization.
(Counseling services) (Restaurant)
Question 2:
Internal: Security guards, Tellers, Managers, Auxiliary Staff, Sales Reps., Customer support agent.
External: Clients Eg. persons / organizations doing transactions with the bank or account holders with the
bank

Question 3:
Customer: Can my wife and I be upgraded to first class? etc.
Provider: Do you have all your travel documents? etc.

Question 4:
Customer: Can you type a memo to Mr. Jones at the bank, etc.
Provider: Do you need me to screen all your call? etc.

Question 5:
 Internal: Principal, Vice principal, Teacher, Receptionist, School nurse, Guidance counselor,
Library Staff, Ancillary Staff, Security Guards
 External: Students, Parents & Guardians, Visitors, Government Officials, Suppliers

Question 6: Customer service is the process of taking care of the customer's needs by providing and
delivering professional, helpful, high quality service and assistance before, during, and after the
customer's requirements are met.

Outcome One Module 1.2

Question 1:
I. Need for appreciation V. Need for comfort
II. Need to be recognized VI. Need for timely service
III. Need to feel welcome VII. Need to be understood
IV. Need to feel important VIII. Need to receive help or assistance

Question 2: This will result in building rapport with customers and enhancing the professsionalism
of the service provider. A happy customer makes for good business.

© City & Guilds Jamaica Representative Office, 2016 Page | 24

Outcome One Module 1.3

Question 1:

Customers want to be treated with dignity and respect. They want you to offer them options; they
want to know that you know what you are doing; they expect you to solve their problems; they
want prompt response to their request or queries; they want you ( or someone in the
organization) to fix mistakes; and they want you to be friendly and courteous.

Question 2: The customers needs and expectations were not met. The customer needed to
“receive help/assistance” in a “timely manner”. That means that the customer was not satisfied.

Outcome One Module 1.4

Question 1:

If a company is only slightly inaccurate about the customers needs and expectations, that
compnay could lose its custmer’s business to another company that has more accurately filled
their needs. It can lead an organization to spend money, time and effort on things that are not
important to its customers.

Question 2: The Company needs to ensure that appropriate questions are asked in regards to
what the customer needs or expects. If the customer does not know exactly what they want, ask
more questions and determine the service or product that is needed and provide that service or
product. Service Providers can also put themselves in the customer’s shoe to determine their
expectation.

Question 3: The Customer never had a good understanding of the purpose, uses and types of
“laptops”. He believed that he was getting a laptop that would fit in his lap but the laptop is very
small and he is a large man.

The company should have asked questions to clearly identify the needs and expectations of the
customer and to explain to the cutomer all the types of uses and ensure that he received the
type he wanted.

© City & Guilds Jamaica Representative Office, 2016 Page | 25

Outcome Two Module 2.1

Question 1: Place a tick in the appropriate box for each of the following True False
statements:
A service provider should ensure that they give the customer their undivided √
attention when the customer is speaking.

A service provider should stare directly at the customer while speaking and not √
provide signals of understanding

A service provider should interrupt the customer all the time and not allow √
them to complete what he or she is going to say

A service provider should ask relevant questions to understand the customer’s √

request

Question 2:
Written Communication: A formal letter should be written to the customer acknowledging
receipt of their complaint and providing an update or solution

Telephone: Where possible, if the customer provided a contact number in the letter, a call should
be made to the client in addition to the letter to re-assure the customer that the company values
their business and a solution will be provided.

Question 3:
Face-to-face: The customer may not be hearing well via telephone. It would be best to meet the
customer face to face where you can see non verbal and verbal signals that the customer fully
understands the question. The company may also provide printed materials that may provide
clarity.

Question 4:
Ask questions until you fully understand what is needed
Question 5:
Telephone: The company should have made a follow up call to the client once the fax was sent in
order to verify that it was indeed received.

Question 6:
Face-to-face: Teller and the customer, security guard and the customer
Written: Bank statement, Letter providing update on account or termination of account
Telephone: Customer Service Rep. at bank Call Centre and the customer

© City & Guilds Jamaica Representative Office, 2016 Page | 26

Outcome Two Module 2.2

Question 1:
What changes have you made to the hardware in the system? When was the last time you
checked the hardware?
What questions can I answer for you? What other issues do you need help with?
What other services can I offer you today? What other needs do you have in terms of system
performance?

Question 2:
I. What is your telephone number? (open-ended)
II. Can you answer the a few security questions to ensure the safety of your account? (closed)
III. Please provide your current internet password? (open-ended)
IV. What lights are you seeing on the modem? (open-ended)
V. Did you restart your modem? (closed)
VI. Do you know how to reformat your modem? (closed)

Outcome Two Module 2.3

Question 1: A warm & friendly smile; Firm & brief handshake; Eye contact; Wave; Good hygiene
practice; Well-groomed appearance; Nod; Listening; Facing customer

Question 2: Hissing of teeth; Arms across chest; Sulky; Bored look; Frown; Leaning on counter; Not
listening to customer; Slouching; Head held down; Furrowed brow; A vexed look; Plastic smile; Doing
paper work while talking to customer; Giving customer a limp-fish handshake; Giving customer an
intimate handshake; Chewing gum; Scratching body parts; Stretching; Beckoning to customer; Beckoning
the customer,

Question 3:

A. Cuts her eye and looks at screen= negative non verbal signal

B. Standing with hands across his chest with frown on face = negative non verbal signal
Saying “what’s up lady”= negative verbal signal

C. Smiles and make eye contact and nodded= positive non verbal signal

D. Angry face = negative non verbal signal

Shouted at her = negative verbal signal

© City & Guilds Jamaica Representative Office, 2016 Page | 27

Outcome Two Module 2.4

Question 1:

CLUE WHAT IT USUALLY MEANS

The customer walks away Whether he’s tired , in a bad mood
Tapping fingers Tired, impatient
Glancing at watch Impatient, in a hurry
Lazy expression Bored
Smile Good mood
Staring Wants your attention, may be in a hurry
Clenched Teeth or mouth Angry, frustrated
Frown Angry, or trying to understand something

Question 2:
It would appear that the client is tired, impatient and in a hurry. The client is also getting angry based on
the telephone call. The service provider should prepare a strategy to deal with the customer when they
come face- to-face. The service provider should speak first giving general greetings and apologize for the
long wait.

Eg. “Good morning sir. I’m very sorry for the long wait you have had to ensure. How may I assist you
today?

By speaking first and apologizing before the customer get a chance to complain, the service provider
may have diffused what could have been a negative verbal blast.

Question 3:
Paying attention to a customers’ body language will allow the service provider to devise strategies to
deal with the customer preventing a major uproar with the company. This will allow the company to
have a reputation that they always provide good customer service.

© City & Guilds Jamaica Representative Office, 2016 Page | 28

Outcome Two Module 2.5

Question 1:

Body Language Signal Positive Impact on Negative Impact on

Customer Service Customer Service
1 A warm, friendly smile √
2 An angry looking facial expression √
3 No Facial expression √
4 Hands across chest √
5 Pointing at the customer √
6 Bored Look √
7 Standing with hands on hip √
8 Standing less than 1 feet in front of the √
customer
9 Pretending to see the customer √
10 Eye contact √
11 Scornful facial expression √

Question 2:

Eye Contact and movements: Making direct eye contact with the customer is a way to build a
relationship, though too much eye contact can be seen as dominating or intimidating. Remember
that rolling the eyes will obviously not communicate a positive customer service attitude.

Facial expression: Stress and emotions are often reflected in facial expressions. A frown tells the
customer that they are annoying you. A warm, friendly smile on the other hand tells them that you
are happy to see them.

Movement: Moving around can add energy to the interaction, but too much movement in a person-
to-person interaction may cause discomfort and be viewed as boredom by the customer.

Posture and stance: Holding yourself upright can communicate confidence; taken to an extreme, it
could denote arrogance. Don’t wriggle or twitch. Don’t cross your legs or lean unnecessarily. Don’t
cross your arms, because to some customers (especially Americans) this means “Do not disturb me,
I am busy”. Watch barriers and move around them when you can. When a customer changes
posture this is often an indication that a change in communication mode is required.

Space: Be aware of the customer’s space. Personal space is an area two to four feet away from the
customer. Depending on a person’s background, even this distance may be too close, and barriers
(desks, tables, and so on) may be used to protect the customer’s personal space.

© City & Guilds Jamaica Representative Office, 2016 Page | 29

Gestures: There are over 30 gestures that can enhance the effectiveness of your message including
open hands, nodding and palms up. You need to use gestures that are comfortable to you.
Unacceptable gestures are pointing and beckoning.

Dress: It’s important to dress appropriately for the business situation. Remember the customer sees
you first and hears you second.

Breathing: Our stress level will affect our breathing. When we are stressed our breathing becomes
shallow and fast. Unconsciously, the customer can pick this up and also be affected. When you are
stressed, calm your breathing; it will help you to relax and get oxygen to your brain so that you can
think clearly. Be careful not to sign if you are taking a deep breath to manage your stress.

Natural Self: We each possess a unique identity when interacting with a customer. It is important to
assess our natural self to see how to improve its effectiveness, yet remain genuine. If we try to
modify our style based on other people’s styles, we’ll come across as insincere. By all means watch
other techniques, but adapt them to our own natural style. Don’t try to be anybody else but
yourself.

© City & Guilds Jamaica Representative Office, 2016 Page | 30

Outcome Three Module 3.1

Question 1: It dries hair quickly and easily.

Question 2: It gives you the features of computer but is portable.

Outcome Three Module 3.2

Question 1: True False

Customer’s Telephone number √
Customer’s Fax number √
Name of Delivery man √
Date of delivery of customer’s order √
Name of sales person √
Customer’s Credit Card number √
Payment terms √
Customer Email √
Company Email √
Customer Records √
Company Address √
Customer’s Address √
Question 2: A student would want their grades and personal details to remain private to prevent the
information being used in a negative way (ridicule because of bad grades or where they live or medical
history. etc )

Question 3:
 Student records containing their full name, address, telephone numbers, medical history grades
etc.)
 Purchase orders containing cost of items purchased
 Staff records containing personal details and income information etc.

Question 4: Students and staff would not feel comfortable and depending on the information released it
may cause an uproar and major disturbance within the school.

Outcome Three Module 3.3

1. When the customer is asking for his money back and you don’t have the authority to give money
back.

2. When the customer is creating mayhem at the front desk.

3. When a service provider is overwhelmed with customers and need assistance to cope.

4. When an irate customer demands to see the manager and refuses to talk to anybody but the
manager.

© City & Guilds Jamaica Representative Office, 2016 Page | 31

Outcome Four Module 4.1

Question 1:

 What type of vehicles you like?(sports, convertibles, SUVs, mini van)

 What would you be using the vehicle for?(transporting goods, carrying your family around, daily
use for general travel, carrying constructions materials)
 What colour do you prefer?
 Do you need the vehicle to have a stereo system?
 Do you need the vehicle to have turbo?
 Do you need the vehicle to have DVD players?
 Do you prefer leather or cloth seat covers?

Outcome Four Module 4.2

Question 1:

1. Poor service. Service provider has an attitude problem. No greeting. No smiles. Customer gets the
feeling that he or she is being done a favour.

2. Service or product purchased not to expected standard. The service or product did not live up to the
customer’s expectations.

3. Faulty goods. Constantly breaking down. Inefficient.

4. Difference in price. The customer is told one price over the phone and when he arrives to buy the
goods he is told a much higher price.

5. Apathy. An attitude of indifference displayed by the service provider which is clearly saying to the
customer: “I don’t really care.” “It’s your problem.” “You got yourself into this.” “The responsibility is
yours, not mine.”

6. Passing the Buck. Giving the customer the run-around. “We don’t handle this.” “That’s not my area of
responsibility.” “I’ll have to transfer you.” “I was told to do it this way.”

7. Being talked down to (Belittle or patronize the customer). Treating the customer as if there is no
possible way he or she is intelligent enough to understand what you are talking about is demeaning and
dehumanizing.

8. Rudeness. Someone in the organization was rude to them. This again is their perception – but the
only perception that counts is the customer’s.

9. Unresponsiveness. Not providing the service within the time frame needed by the customer. No
following-up on a commitment.

10. Wrong information. Not knowing the answer to a question and providing wrong information rather
than saying you are unsure and will need to find out or calling for assistance. Customers would rather

© City & Guilds Jamaica Representative Office, 2016 Page | 32

have no information than the wrong information.

11. No one listened. This is perhaps the most troublesome reason of all, because by not listening you
have wasted the opportunity to make things right.

12. Being stereotyped. Customers do not like being categorized or held accountable for something
another customer is responsible for. Comments like “You farmers are all alike” or “You can never please
you people from Clarendon”.

13. Lying. This occurs when a service provider tells customers untruths about the company’s product or
service. Too many organizations are prepared to risk short-term gain by making false claims about their
products.

Question 3:

1. Complaints points out areas that need to be improved

2. Complaints will grow customer loyalty when the customer perceives that procedures have been
put in place to ensure that the complaints are fully resolved and will not recur.

Outcome Four Module 4.3

Steps: What to do How to do it Why you do it

1. Listen to the  Stay calm. Tells the customer that you are
customer explain  Don’t get upset. giving him your undivided attention.
the problem.  Maintain eye contact.
 Listen for facts and emotions.
 Let the customer finish before The facts determine what must be
you respond. done and the customer’s emotion
determines how the situation should
be handled.

2. Show empathy. Use phrases such as: This tells the customer that you care.

 “You have a right to be

upset.”

 “I know how frustrating it

must be.”

3. Apologize to the  Say you are sorry for the You represent your company.
customer. inconvenience, whether you
believe the complaint is You are part of a team and you are
reasonable or not. apologizing on behalf of the team.

 Do not scapegoat.

© City & Guilds Jamaica Representative Office, 2016 Page | 33

Steps: What to do How to do it Why you do it
4. Offer solutions.  Ask questions to determine the You need to know the specifics to
exact problem. assist you in solving the customer’s
problem.
 Repeat the problem to the
customer to ensure you’ve got
it right.

 Tell the customer what can be

done to take care of the It makes the customer feel important.
problem.

 If possible, offer options and

allow the customer to choose a
solution.

 Explain to the customer what

action you will take.

 Tell the customer when you

will take action and when you This helps to reassure the customer
expect the problem to be that something will be done
resolved.

 Involve your supervisor if you

are not empowered.

5. Act on the  Take care of the problem

problem. yourself, if possible.

 Contact the appropriate team

member to correct the
problem, if necessary.

6. Follow through.  Monitor the progress of the To ensure it is done in a timely

co-worker working to solve manner.
the problem.

 Thank the co-worker for It’s good manners and it enhances

having the problem resolved. team spirit.

7. Check back.  After the problem has been This tells the customer that you care.
resolved, contact the customer
and ask whether he is satisfied
with the resolution.

© City & Guilds Jamaica Representative Office, 2016 Page | 34

 Every effort has been made to ensure that the information contained in this publication is
true and correct at time of going to press. However, City & Guilds’ products and services are
subject to continuous development and improvement and the right is reserved to change
products and services from time to time. City & Guilds cannot accept any responsibility for
any loss or damage arising from the use of information in this publication.

© 2016 City & Guilds Jamaica Representative Office. All rights reserved.

City & Guilds is a trademark of the City & Guilds of London Institute. City & Guilds is a
registered charity ( charity number 312832) established to promote education and
training.

© City & Guilds Jamaica Representative Office, 2016 Page | 35

We look forward to hearing
from you….

For further information please contact:

The City & Guilds Jamaica Representative Office

Address: Lee Gore Business Centre
31 Upper Waterloo Road, Kingston 10
Tel: 924-7804/924-7808
Telefax: 924-7950
Email: jamaica@cityandguilds.com
Website: www.cityandguilds.com

© City & Guilds Jamaica Representative Office, 2016 Page | 36