Level 1/2/3 Award in Customer

Service (8992)
Examination Support Guide
Ofqual Level 1: 500/3682/8 [Link]
November 2010
Ofqual Level 2: 500/3681/6 Version 1.0

Ofqual Level 3: 500/3680/4

About City & Guilds
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Level 1-3 Principles of Customer
Service (8992)

Examination Support Guide [Link]

November 2010
Version 1.0
This page is intentionally blank
Contents

1 About the Qualification 5

1.1 Introduction 5
2 General information for centres 8
3 Principles of Customer Service – Level 1 10
3.1 Syllabus Objectives 10
3.2 Sample Question Paper 11
3.3 Sample Marking Scheme 17
3.4 Worked Question Paper 21
4 Principles of Customer Service – Level 2 29
4.1 Syllabus objectives 29
4.2 Sample Question Paper 30
4.3 Sample Marking Scheme 38
4.4 Worked Question Paper 43
5 Principles of Customer Service Level 3 51
5.1 Syllabus objectives 51
6 Level 3 Sample Assessment Material 52
6.1 Sample Question Paper 52
6.2 Sample Marking Scheme 60
6.3 Worked Question Paper 65
7 General Guidance 75
7.1 Guidance for Tutors 75
7.2 Guidance for Candidates 77
This page is intentionally blank
1 About the Qualification
1.1 Introduction

Aim of qualification
The Principles of Customer Service award offers the opportunity for candidates to study the
principles of customer service in the context of a variety of settings. It concentrates on core
essential areas which are likely to be required on a day to day basis in the delivery of customer
service in all businesses and which will underpin future studies in this area. This qualification
contributes to the knowledge and understanding requirements in the N/SVQs in Customer Service
at the related levels. This single unit award is available at three levels.

Level 1
This level aims to provide the learner with the essential knowledge and skills required to deliver
good customer service within the limit of their responsibility. They will show an understanding of
what is meant by customer satisfaction and what the needs and expectations of different customers
are and how to deal with them, demonstrating the knowledge of appropriate verbal and non-verbal
communication techniques. At Level 1, candidates will be expected to:

• complete routine forms accurately using information supplied

• record customer information and know why this must be kept confidential
• describe the steps that could be used to solve customer queries and complaints
• demonstrate written communication skills by accurately drafting messages and
correspondence according to guidance, and describe appropriate non-verbal skills
• identify different types of customer and ways of dealing with them.

Level 2
Candidates will develop an understanding of the qualities and interpersonal skills required to deliver
good customer service and learn how to adapt and apply these to dealing with customers with
different needs in a variety of situations. They will gain an understanding of the impact of customer
service on the organisation’s reputation, and the importance of the organisational policies and
procedures in place and how they affect the service deliverer. At Level 2, candidates will be
expected to:

• identify organisational standards, policies and procedures

• apply knowledge to solve customer queries and complaints
• demonstrate written communication skills by accurately drafting messages and
correspondence
• describe communication and interpersonal skills required to deal with different customers
• record and use customer information according to current legislation
• create questions suitable for gathering customer feedback.

The Principles of Customer Service Levels 1, 2 & 3 5

Level 3
At this level, candidates will not only have an understanding of the qualities and interpersonal skills
required to deliver efficient and reliable customer service, but also how these should be adapted to
suit different customers and situations and how they can be monitored and developed in others
within the team. They will also show an understanding of how the service offer is developed, how it
can be monitored and improved, and how organisations can use customer feedback to target and
promote products and services. At Level 3, candidates will be expected to:

• identify and apply organisational standards, policies and procedures in providing customer
service
• analyse, select and use information from various sources for a given purpose
• select, use and adapt appropriate communication techniques
• provide solutions to customer problems that are acceptable to both parties
• suggest and evaluate promotional techniques
• design methods of capturing customer information and feedback
• analyse customer feedback to suggest improvements to service
• create materials that contribute to effective team work
• assess their own and others’ customer service skills and draw up development plans.

It is expected at all levels that candidates will have a basic knowledge of accepted standards
in composing business letters that will create a good impression on customers and should
include:

• the date
• the addressee’s address
• a salutation (Dear Sir, Dear Mr X)
• a complimentary close (Yours faithfully, Yours sincerely).

See Appendix 1 for an example of a business letter.

At Level 3, candidates may also be expected to write informal short reports that demonstrate
the candidate’s communication skills and ability to logically organise and structure information
required by using, for example, an introduction, headings, paragraphs. Reports may be in the
form of a memo or other accepted layout.

The Principles of Customer Service Levels 1, 2 & 3 6

Target group

Level 1
The qualification is aimed at people seeking a first qualification in customer service. It is a single
subject, demonstrating an understanding of the principles behind customer service and a
foundation upon which to progress within this particular area of study. Potential job occupations
are: Bank/Building Society Customer Adviser, Customer Service Adviser (Post Office), Customer
Service Assistant/Manager or Local Government Customer Services Officer.
This qualification provides opportunities for the learner to progress onto our Level 2/3 Certificates in
Customer Service, as well as the possibility of getting a job within the Customer Service
environment where they could then progress onto the Level 1/2/3 NVQ in Customer Service.

Level 2
Candidates at this level are likely to have had some experience in dealing with customers and wish
to further develop and apply their skills.

Level 3
This level of study is aimed at candidates with experience of working in a customer services
environment who wish to progress to supervisory level. Candidates are likely to have experience of
working as part of a team and now wish to develop their own skills further as well as progressing to
a supportive role.

The Principles of Customer Service Levels 1, 2 & 3 7

2 General information for centres

Guided learning hours

City & Guilds do not determine the length of courses, or the number of hours of study required (ie in
the classroom or in self-study set by the trainer/tutor).

The best indicator is when candidates have covered all areas of the syllabus and can successfully
complete a sample test paper within the given time.

Success in the examination results from demonstrating the ability to achieve the objectives that will
be tested. Practice papers will enable candidates to know what is expected of them in an
examination.

The recommended learning hours are 30 hours for Level 1, 60 hours for Level 2 and 90 hours for
Level 3. Please note that the length of each course will vary according to the circumstances and
learners.

The examination

For all three levels the examination is printed in a question booklet, consisting of two sections.
Section A contains short-answer questions and Section B requires the candidate to complete
practical tasks based on a short scenario.

All questions and tasks are compulsory.

Candidates must complete all tasks within the examination time.

Calculators and English and mother tongue dictionaries are allowed during the examination.

All final answers must be in blue or black ink.

If additional separate sheets of paper are used, they should be clearly labelled with the candidate’s
name.

We recommend that candidates complete the paper in task order.

The Principles of Customer Service Levels 1, 2 & 3 8

Examination times

Level 1
The examination lasts for 1 hour (plus 5 minutes’ reading time). Note making during reading time is
not allowed.

Level 2
The examination lasts for 1 hour 30 minutes (plus 5 minutes’ reading time). Note making during
reading time is not allowed.

Level 3
The examination lasts for 2 hours (plus 5 minutes’ reading time). Note making during reading time is
not allowed.

Assessment

Candidates’ performance will be assessed as follows:

Marks for Sections A and B are aggregated.
At least 40% must be achieved in each section.

Level 1
To be awarded a Pass, candidates must achieve 55%.
A First Class Pass will be awarded to candidates who achieve 70% overall.

Level 2
To be awarded a Pass candidates must achieve 55%.
A First Class Pass will be awarded to candidates who achieve 70% overall.

Level 3
To be awarded a Pass candidates must achieve 55%.
A First Class Pass will be awarded to candidates who achieve 70% overall.

The Principles of Customer Service Levels 1, 2 & 3 9

3 Principles of Customer Service – Level 1
3.1 Syllabus Objectives

The syllabus aims to provide the candidate with the skills required to deliver efficient and reliable
customer service, gaining an understanding of customer expectations and needs in order to deal
effectively with customers’ queries and complaints.

There are four learning outcomes to be assessed. The candidate will:

1. know how to deliver good customer service

2. know different communication methods
3. know how to provide good customer service in line with organisational procedures
4. know how to effectively deal with customer queries, problems and complaints.

The Principles of Customer Service Levels 1, 2 & 3 10

3.2 Sample Question Paper

Principles of Customer Service This paper must be returned with

the candidate’s work, otherwise

Level 1 the entry will be void and no

result will be issued.

8992-11-011
Sample Paper 2

Candidate’s name (Block letters please)

Centre no Date

Time allowed: 1 hour (plus 5 minutes reading time)

Section A Answer all 12 questions in Section A. Your answers should be

written in the spaces provided.

Section B Answer all questions in Section B.

All final answers must be in blue or black ink.

If additional separate sheets of paper are used,
make sure each page is clearly labelled with your
name.

Calculators and English and mother tongue dictionaries can be used.

For examiner’s use only

Section A Section B Total

24 16 40

The Principles of Customer Service Levels 1, 2 & 3 11

Section A

Answer all questions in this section – 24 marks.

1. State two expectations a customer may have of an organisation’s staff.

..........................................................................................................................................................

..........................................................................................................................................................
(2 marks)

2 State one type of organisation and identify one of its internal customers.

Organisation: ...................................................................................................................................

Internal customer: ...........................................................................................................................

(1 mark)

3 List three general requirements a customer may have.

..........................................................................................................................................................

..........................................................................................................................................................

..........................................................................................................................................................
(3 marks)

4 a) Describe what is meant by ‘body language’.

..........................................................................................................................................................
(1mark)
b) Give one example.

..........................................................................................................................................................
(1mark)

5 Identify two circumstances when customer service staff would need to use questioning to
satisfy a customer.

..........................................................................................................................................................

..........................................................................................................................................................
(2 marks)

6 State two methods of how staff can communicate with customers.

..........................................................................................................................................................

..........................................................................................................................................................
(2 marks)

The Principles of Customer Service Levels 1, 2 & 3 12

7 Give two reasons an organisation must keep its customer records safe and secure.

..........................................................................................................................................................

..........................................................................................................................................................
(2 marks)
8 Identify two expectations a customer will have about a product they are buying.

..........................................................................................................................................................

..........................................................................................................................................................
(2 marks)

9 a) State one reason an organisation has set procedures for staff to follow.

..........................................................................................................................................................
(1 mark)

b) Give one course of action that a member of staff can take when they cannot answer a
customer’s query.

..........................................................................................................................................................
(1 mark)

10 Give two ways a customer service deliverer can effectively deal with a customer’s query.

..........................................................................................................................................................

..........................................................................................................................................................
(2 marks)

11 Apart from the customer’s name and contact details, state two other pieces of information
that must be recorded when they are complaining about a product or service.

..........................................................................................................................................................

..........................................................................................................................................................
(2 marks)

12 Identify two reasons a customer might complain about a new mobile (cell) phone they have
just bought.

..........................................................................................................................................................

..........................................................................................................................................................
(2 marks)

(Total 24 marks)

The Principles of Customer Service Levels 1, 2 & 3 13

Section B
Answer all questions in this section – 16 marks.

Scenario

Arty Crafty Ltd is a small company that sells arts and crafts supplies. You work in the Sales
department, along with Su Lin, your colleague. Your supervisor is Steven Butler. You have the
following tasks to complete today:

• Write a letter to a customer.

• Complete a telephone message.

Question 1 - 9 marks

The following is a complaint taken last month. As you can see, there is now a resolution to the
problem. Using the letterhead paper opposite, write to Mr Peters to let him know the action taken
and what the resolution is. Do not forget to apologise for the inconvenience caused.

CUSTOMER COMPLAINT FORM

Customer Information Complaint Information
Customer Complaint
Mr A Peters (Candidate)
Name Taken by
14 The Glade
Customer Complaint
Sutton 15th (last month)
Address Date
Surrey GU19 4DD
Product
Phone Number 01449 399938 PB 5593
Number
Product
Email Address Artel Paper Trimmer
Description

Complaint:
Plastic paper holder worked loose and doesn’t hold paper down. Trimmer is 13 months old.

First Corrective Action:

Referred to manufacturer. Out of guarantee period.

Suspected Cause:
Faulty.

Resolution:
(Date – today)
Manufacturer is sending out a replacement, free of charge, directly to customer, in next 2 weeks.

Problem resolved? ; Yes No

The Principles of Customer Service Levels 1, 2 & 3 14

High Road Shillingham GN19 4PP
www [Link] / info@[Link]

(9 marks)

The Principles of Customer Service Levels 1, 2 & 3 15

Question 2 – 7 marks

You receive the following telephone call at 1.30pm today. Although you have offered to have the
damaged goods collected and replacement sent out, Mrs Lewis does not want to wait and is
demanding a new order and a credit note, which is not normal procedure.

Using the form below, write up the message to the appropriate person.

Hello, my name is Mrs Lewis. I’ve just received my

order of art supplies and the packaging was badly
damaged. Half of the paper is ruined! I’m really
cross because I’ve waited over 2 weeks for this
order! My order number is P2021 – I really want
this sorted out urgently, or it will be the last time I
use your company! My ‘phone number is 01933
732135.

MESSAGE URGENT?

Message for _______________________________________

Time _______________ Date ___________________

WHILE YOU WERE OUT

M _______________________________________________

of _______________________________________________

Tel no ____________________________________________

Telephoned Wants to see you

Wants you to phone Came to see you

Will phone later Returned your call

Message __________________________________________

_________________________________________________

_________________________________________________

_________________________________________________

Taken by _________________________________________

(7 marks)

(Total 16 Marks)
End of Examination

The Principles of Customer Service Levels 1, 2 & 3 16

3.3 Sample Marking Scheme

Answers given in the marking and grading criteria are indicative of the type of answers
candidates could give. They are not definitive. Please accept alternative
reasonable/suitable answers.

Section A

1 Friendly/approachable.
Helpful.
Knowledgeable about the products/service.
Well presented.
Polite.
1 mark each to a maximum of 2 marks

2 Internal customer stated for given type of organisation

eg Hotel – restaurant staff, Bank – cashiers.
1 mark each correct internal customer up to 1 mark

3 Requiring product information – price, location, details.

Requiring assistance eg with small children, packing.
Requiring customer service – refunds, returns, complaints.
Requiring general advice or guidance.
1 mark each to a maximum of 3 marks

4 Body language is the conveying of messages via gestures, posture and facial expressions.
Any example given, eg shrugging, hands on hips, smiling.
1 mark each to a maximum of 2 marks

5 To find out what they want.

To confirm understanding.
To find out if they are satisfied.
To find out if they need help.
1 mark each to a maximum of 2 marks

6 Face to face.
By telephone.
In writing – email, letter.
PA system.
1 mark each to a maximum of 2 marks

The Principles of Customer Service Levels 1, 2 & 3 17

7 To avoid ID fraud.
Other security issues eg location of house and when vacant.
To maintain the customer’s confidence in them.
To comply with legislation in safeguarding personal information.
1 mark each to a maximum of 2 marks

8 It will be safe to use.

It will work.
It will do everything it is supposed to do.
It will be reasonably durable.
1 mark each to a maximum of 2 marks

9a) Standardisation of operation across the organisation.

New staff know what to do.
Allows staff to ensure consistency in providing the same outcome and level of service.
1 mark to a maximum of 1 mark
9b) Refer to colleague/supervisor.
Look up information.
1 mark to a maximum of 1 mark

10 Promptly.
Accurately – checking information given is correct.
According to organisation’s procedures.
Keeping customer informed at all times.
Listen carefully / confirm understandingly.
1 mark to a maximum of 2 marks

11 Date.
Item/service being complained about.
Nature of complaint.
Who took the complaint.
Action taken.
1 mark each to a maximum of 2 marks

12 Does not work.

There is no network coverage.
Difficult to use.
Paid too much/seen at a better price.
Parts missing.
1 mark each to a maximum of 2 marks

Total 24 marks

The Principles of Customer Service Levels 1, 2 & 3 18

Section B

Question 1 –9 marks

Format: Date, Address, Salutation, Complimentary close

½ mark each up to a maximum of 2 marks

1. Acknowledgement of complaint/item.
2. Action taken: referred to manufacturer. 1 mark each point to a
3. Out of guarantee period. maximum of 6 marks
4. Manufacturer will send free of charge replacement direct.
5. Within next 2 weeks.
6. Apology for inconvenience.

Clarity, construction, etc. 1 mark

Total 9 marks

Question 2 – 7 marks (see marks allocated in bold)

MESSAGE ;9 URGENT? (1)

(2)
Message for Steven Butler ___________________________

Time 1.30 pm _______ Date (date of exam) _____ 2 x (1)

WHILE YOU WERE OUT

(1)
M rs Lewis_________________________________________

Tel no 01933 732135 ______________________________ (1)

(1)
: Telephoned Wants to see you

: Wants you to phone Came to see you (1)

Will phone later Returned your call

Message Order No P2021_____________________________ (1)

Order arrived damaged and art paper ruined ______________ (1)

(1)
Replacement order offered but ________________________

Wants credit note as well ____________________________ (1)

________________________________________________

Taken by (candidate’s name) __________________________ (1)

14/2 = 7 marks

Total 16 marks

The Principles of Customer Service Levels 1, 2 & 3 19

Grading criteria Level 1
Marks for Sections A and B are aggregated: Section A: min 10 marks; Section B: min 7 marks.

At least 40% must be achieved in each section.

Pass = 55% overall (22 out of 40 marks)
First Class Pass = 70% overall (28 out of 40 marks)

The Principles of Customer Service Levels 1, 2 & 3 20

Level 1 Sample Assessment Material
3.4 Worked Question Paper

The following sample worked paper is designed to reflect what a candidate might produce under
examination conditions. Some of the answers and approaches taken are incorrect and not in line
with the sample marking scheme; this is to indicate how the paper of a typical candidate might be
assessed. These answers and approaches do, however, reflect what examiners see in the work of
candidates.

Except where candidate answers match the marking scheme, the marks indicated are justified and
explained in the same way that tutors would provide feedback to students.

Points which can be learnt from this analysis of the assessment are included in a later section on
tips, guidance and recommendations to prepare candidates to pass their examination.

(Marks awarded are in red)

Section A

Answer all questions in this section – 24 marks.

1. State two expectations a customer may have an organisation’s staff.

They serve them.

They are kind and helpful.9 1

(2 marks)
Q1 Candidate has not been given a mark for first response as this is part of their job. ‘Kind’ is
not appropriate.)

2. State one type of organisation and identify one of its internal customers.
Organisation: College
0
Internal customer: students
(1 mark)
Q2 ‘Students’ would be a college’s external customers.

3 List three general requirements a customer may have.

Finding out where are the things they want to buy. 9

2
If there is a toilet in the shop. 9

(3 marks)
Q3 Candidate is awarded a mark for second response as it is ‘assistance’.

The Principles of Customer Service Levels 1, 2 & 3 21

4 a) Describe what is meant by ‘body language’.

Letting them know what you think by the way you stand and how you 1
are looking9
(1 mark)
b) Give one example.

1
with your arms folded. 9

(1 mark)

5 Identify two occasions when customer service staff would need to ask
customers questions.

If you want to know the price.

Where something is. 0

(2 marks)
Q5 Candidate has not read the question properly and has answered with questions the customers
may have.

6 State two methods of how staff can communicate with customers.

Talking to them

1
on the phone. 9
(2 marks)
Q6 Candidate has not qualified ‘talking to them’ as being face to face and in fact may be one
response: ‘Talking to them on the phone.”

7 Give two reasons an organisation must keep its customer records safe
and secure.

So that the customers don’t get cross about everyone knowing their
1
business. 9

Because all the files must be kept confidential.

(2 marks)
Q7 Second response is insufficient.

The Principles of Customer Service Levels 1, 2 & 3 22

8 Identify two expectations a customer will have a product they are
buying.

- for it to work properly9

2
- it will not blow up. 9
(2 marks)

9 a) State one reason an organisation has set procedures for staff to

follow.

1
- so that there are rules for the staff so they don’t go wrong9
(1 mark)

b) Give one course of action that a member of staff can take when they
cannot answer a customer’s query.

1
- get someone else who knows the answer9
(1 mark)

10 Give two ways a customer service deliverer can effectively deal with a
customer’s query.

- be friendly

1
- as quick as possible9
(2 marks)
Q10 First response is not appropriate.

11 Apart from the customer’s name and contact details, state two other
pieces of information that must be recorded when they are complaining
about a product or service.

What is the complaint. 9

2
date9
(2 marks)

The Principles of Customer Service Levels 1, 2 & 3 23

12 Identify two reasons a customer might complain about a new mobile
(cell) telephone they have just bought.

1
- if it doesn’t work9
- it breaks.
(2 marks)
Q12 Second response amounts to the same as the first.

(Total 24 marks)

The Principles of Customer Service Levels 1, 2 & 3 24

Section B

Scenario

ArtyCrafty Ltd is a small company that sells arts and crafts supplies. You work in
the Sales department, along with Su Lin, your colleague. Your supervisor is
Steven Butler. You have the following tasks to complete today:

• Letter to customer
• Completing a telephone message

Question 1 - 9 marks

The following is a complaint taken last month. As you can see, there is now a
resolution to the problem. Using the letterhead paper opposite, write to Mr
Peters to let him know the action taken and what the resolution is. Don’t forget
to apologise for the inconvenience caused.

CUSTOMER COMPLAINT FORM

Customer Information Complaint Information

Customer Complaint
Mr A Peters (Candidate)
Name Taken by
14 The Glade
Customer Complaint th
Sutton 15 (last month)
Address Date
Surry GU19 4DD
Phone Product
01449 399938 PB 5593
Number Number

Email Product
Artel Paper Trimmer
Address Description

Complaint:
Plastic paper holder worked loose and doesn’t hold paper down.
Trimmer is 13 months old.

First Corrective Action:

Referred to manufacturer. Out of guarantee period.

Suspected Cause:
Faulty.

Resolution:
Manufacturer is sending out a replacement, free of charge,
directly to customer, in next 2 weeks.

Problem resolved? ; Yes No

The Principles of Customer Service Levels 1, 2 & 3 25

 High Road Shillingham GN19 4PP
www [Link] / info@ [Link]

½ Dear Mr Peters9

I am writing to you to say that we spoke to9 the

manufacturer and your paper trimmer is out of guarantee 9period.

5 The manufacturer is sending out a replacement, 9free of charge, 9

directly to customer, in next 2 weeks.

We are very sorry 9about your trouble and hope you come

to the shop again.

½ Yours truly9

Gemma Peters
Total= 6 marks

Candidate loses 2 x ½ mark (ie 1 mark) for not including a date and address.

Candidate also loses a mark for clarity/construction as the text about the resolution reached has
been lifted from the complaint form without adapting it to make sense in the letter, ie changing
“directly to the customer” to “directly to you”.

A further mark is lost as there is no introduction/acknowledgement of the complaint/reference to

the product. Candidate could have achieved this mark by including a heading with the product
details and beginning the letter “Further to your complaint about the above …”

The Principles of Customer Service Levels 1, 2 & 3 26

Question 2 – 7 marks

You receive the following telephone call at 1.30 pm today. Although you have
offered to have the damaged goods collected and a replacement order sent out
again, Mrs Lewis is demanding a new order and a credit note, which is not
normal procedure.

Using the form below, write up the message to the appropriate person.

Hello, my name is Mrs Lewis. I’ve just received

my order of art supplies and the packaging was
badly damaged. Half of the paper is ruined! I’m
really annoyed because I’ve waited over 2
weeks for this order! My order number is
P2021 – I really want this sorted out urgently!
My ‘phone number is 01933 732135.

MESSAGE 9 URGENT? (0)

(0)
Message for _____________________________________

Time 1.30 pm _______ Date 2/10/10 __________ (2)

Candidate
WHILEloses a half OUT
YOU WERE
mark for not marking as (1)
M rs Lewis_________________________________________
Urgent and one whole
Tel no 01933 732135
mark ______________________________
for not picking up (1)
the
: Telephoned supervisor’s name (1)
from the scenario andWants to see you
: Wantstherefore
you to phone Came to see you
not completing (1)
the Message
Will phone later for: [Link] your call

Message Order No P2021_____________________________ (1)

Order arrived damaged and art paper ruined ______________

(1)
(1)
Replacement order offered but ________________________
(1)
Wants credit note as well ____________________________

________________________________________________

Taken by Gemma___________________________________
(1)

11 divided by 2 = 5.5 marks = 5 marks

NB: half marks are usually rounded down, unless they will make the difference between a Fail and a Pass or
a Pass and a First Class Pass.

The Principles of Customer Service Levels 1, 2 & 3 27

Total marks awarded:

Section A Section B Total

24 16 40

15 11 26

Candidate easily achieves the 22 marks required for a Pass with a generally sound paper. Slight
carelessness (eg not reading question 5 properly) has led to the candidate missing out on the 28
marks required for a First Class Pass.

The Principles of Customer Service Levels 1, 2 & 3 28

4 Principles of Customer Service – Level 2
4.1 Syllabus objectives

The syllabus aims to provide the candidate with the skills required to deliver efficient and reliable
customer service and how to communicate effectively with different types of customer. They will
also gain an understanding of the importance of an organisation’s customer service policies and
procedures.

There are six learning outcomes to be assessed. The candidate will:

1. know how to deliver good customer service to different types of customers

2. know organisational customer service policies and procedures
3. understand the benefits to an organisation of having a good reputation
4. understand the qualities and attributes required in the customer service role
5. understand importance of responding effectively to customers’ needs, expectations
and complaints
6. understand the importance of different methods of communication used to deal with
different types of customers.

The Principles of Customer Service Levels 1, 2 & 3 29

Principles of Customer Service – Level 2
4.2 Sample Question Paper

Principles of Customer Service This paper must be returned with

the candidate’s work, otherwise

Level 2 the entry will be void and no

result will be issued.

8992-12-012
Sample Paper 2

Candidate’s name (Block letters please)

Centre no Date

Time allowed: 1 hour and 30 minutes (plus 5 minutes’ reading time)

Section A Answer all 12 questions in Section A. Your answers should be

written in the spaces provided.

Section B Answer all questions in Section B.

All final answers must be in blue or black ink.

If additional separate sheets of paper are used,
make sure each page is clearly labelled with
your name.

Calculators and English and mother tongue dictionaries can be used.

For examiner’s use only

Section A Section B Total

36 24 60

The Principles of Customer Service Levels 1, 2 & 3 30

Section A

Answer all questions in this section – 36 marks.

1. State three different types of customer needs a service deliverer may have to deal (3 marks)
with.
.........................................................................................................................................

.........................................................................................................................................

.........................................................................................................................................

2. Give two ethical standards an organisation may set. (2 marks)

.........................................................................................................................................

.........................................................................................................................................

.........................................................................................................................................

3. List four reasons why customers would have to supply an organisation with (4 marks)
personal information.

.........................................................................................................................................
.........................................................................................................................................
.........................................................................................................................................
.........................................................................................................................................
4. Briefly describe three ways that an organisation can achieve a good reputation. (3 marks)

.........................................................................................................................................

.........................................................................................................................................

.........................................................................................................................................

.........................................................................................................................................

5. State four ways a customer service deliverer can make a good first impression on a (4 marks)
customer.

.........................................................................................................................................

.........................................................................................................................................

.........................................................................................................................................

.........................................................................................................................................

6. Give two ways an organisation can ensure staff are up to date with current (2 marks)
procedures..... .................................................................................................................
.........................................................................................................................................

The Principles of Customer Service Levels 1, 2 & 3 31

7. List three ways of maintaining a good working relationship with colleagues. (3 marks)

.........................................................................................................................................
.........................................................................................................................................
.........................................................................................................................................
8. a) State two ways of gathering customer feedback. (2 marks)

Method of feedback 1:.....................................................................................................

.........................................................................................................................................
Method of feedback 2:.....................................................................................................
.........................................................................................................................................

b) Give a different possible disadvantage of each method above. (2 marks)

Method of feedback 1 – disadvantage: ...........................................................................

.........................................................................................................................................
Method of feedback 2 – disadvantage: ...........................................................................
.........................................................................................................................................
9. Identify two reasons why an organisation would want to gain customer feedback. (2 marks)
.........................................................................................................................................
.........................................................................................................................................
.........................................................................................................................................
10. List three procedures an organisation can follow when handling a customer’s online (3 marks)
order to ensure customer satisfaction. ...........................................................................
.........................................................................................................................................
.........................................................................................................................................
11. a) Identify two facial expressions a customer service deliverer may make. (2 marks)

Facial expression 1: .........................................................................................................

Facial expression 2 : ........................................................................................................
.........................................................................................................................................

b) State the impression each of the above will give the customer. (2 marks)

Customer’s impression 1: ................................................................................................

.........................................................................................................................................
Customer’s impression 2: ................................................................................................
.........................................................................................................................................

The Principles of Customer Service Levels 1, 2 & 3 32

12. Give two ways a customer service deliverer can check their understanding of what (2 marks)
the customer wants.
.........................................................................................................................................
.........................................................................................................................................
.........................................................................................................................................

(Total 36 marks)

The Principles of Customer Service Levels 1, 2 & 3 33

Section B Answer all questions in this section – 24 marks.

Scenario

You work as part of the customer service team at NuFashions Ltd, a new but quickly
growing mail order clothing company. The manager, Gina Cohen, is keen to ensure that
excellent customer service is provided.

You have the following tasks to perform today:

• Create a customer charter.

• Create an advice sheet on handling complaints.
• Create a complaint log.
• Write a telephone operator’s script.

Question 1 – 7 marks

Gina has asked you to create a customer charter with:

• three different commitments to the customer

• the complaints procedure
• one relevant ethical standard.

(7 marks)

The Principles of Customer Service Levels 1, 2 & 3 34

 Question 2 - 7 marks

As there are a number of new telesales staff, Gina has asked you to create an advice sheet
that can be sent to all staff, giving six pieces of advice on how to handle customer
complaints.

(7 marks)

The Principles of Customer Service Levels 1, 2 & 3 35

 Question 3 - 7 marks

Use the box below to create a complaint log to take details of any complaints, include six
pieces of relevant information.

(7 marks)

The Principles of Customer Service Levels 1, 2 & 3 36

 Question 4 - 3 marks

In order to be consistent, all staff are to answer the telephone in the same way. Write
what the telesales staff should say when answering a call to a customer.

(3 marks)

(Total 24 marks)

End of examination

The Principles of Customer Service Levels 1, 2 & 3 37

Principles of Customer Service – Level 2
4.3 Sample Marking Scheme

Answers given in the marking and grading criteria are indicative of the type of answers
candidates could give. They are not definitive. Please accept alternative
reasonable/suitable answers.

Section A
1 Requiring product information – price, location, details.
Requiring assistance eg with small children.
Requiring customer service – refunds, returns, complaints.
Assistance required to deal with a special needs, eg –
someone to speak a foreign language.
adaptation of communication to deal with hearing impaired or sight impaired.
access for mobility impaired.
1 mark each to a maximum of 3 marks

2 Responsible investment.
Never using their position for personal gain.
Maintaining integrity in all their business relationships.
Complying with the letter and spirit of the law.
Ensuring confidentiality of all information received.
Not accepting gifts or similar from suppliers.
Respecting others they work with.
1 mark each to a maximum of 2 marks

3 Placing an order.
Notifying change of address/personal details.
Making a complaint.
Giving feedback.
Making a claim on warranty/guarantee.
Subscribing to service.
Registering for promotional schemes/loyalty cards.
1 mark each to a maximum of 4 marks

4 Provide excellent customer service.

Ensure service is consistent in delivery, eg following any given procedures.
Present a professional image at all times.
Product/services offer value for money/high quality.
Follow up complaints.
Act on customer feedback.
Have published standards/customer charter.
1 mark each to a maximum of 3 marks

The Principles of Customer Service Levels 1, 2 & 3 38

5 Neat and tidy personal presentation.
Positive body language – smile/open posture, etc.
Helpful and willing.
Knowledgeable about products/services.
Good communication skills.
Takes care to establish what customer wants.
1 mark each to a maximum of 4 marks

6 Produce staff newsletter/bulletin.

Hold regular staff meetings.
Regular training sessions.
Notice board.
Up to date intranet.
1 mark each to a maximum of 2 marks

7 Fulfill own responsibilities.

Work with others to achieve team goals.
Co-operative and willing attitude.
Courteous and respectful.
Avoid blame culture.
Loyal and friendly.
Listen and understand the views of the others.
Supportive.
Communicate.
1 mark each to a maximum of 3 marks
8

Methods Disadvantages
Questionnaires requires careful design to get relevant
Comment cards information
Surveys rate of return poor
need large sample for validity
Service calls expensive
Interviews time consuming
Consumer panels
NB: must be a different disadvantage for each

1 mark each method to a maximum of 2 marks

1 mark each disadvantage to a maximum of 2 marks

9 To find out what customers want.

To monitor level of service.
To inform staff training.
To continuously improve service/products.
1 mark each to a maximum of 2 marks

The Principles of Customer Service Levels 1, 2 & 3 39

10 Turn the order around quickly.
Track and communicate the status of the order.
Appropriate measures to ensure safe delivery.
Realistic delivery timescale.
Ensure sufficient resources to handle demand.
Handle returns efficiently.
1 mark each to a maximum of 3 marks

11 Frown/scowl – unfriendly, cross, unapproachable.

Raised eyebrows – questioning, disbelief.
Smile – friendly, welcoming, approachable.
Eye contact – interested, alert.
Yawn – bored, disinterested.
1 mark each expression to a maximum of 2 marks
1 mark each meaning to a maximum of 2 marks

12 Questioning/probing.
Paraphrasing/restating what the customer has said.
Summarising.
Clarifying.
1 mark each to a maximum of 2 marks

Total 36 marks
Section B

Question 1 – 7 marks
Customer charter drafted that relates to a mail order clothing company - 1 mark

Customer charter containing three commitments to the customer, eg

• Delivery times – “We aim to deliver your goods within 10 working days”
• Quality of goods
• Conduct of staff
• Refunding policy
1 mark each to a maximum of 3 marks

Suitable complaints procedure outlined with what the customer should do 1 mark
and what the company will do - 1 mark

Any suitable ethical standard, eg security of personal information, clothing is ethically sourced and
produced, environmental packaging, etc 1 mark

Total 7 marks

The Principles of Customer Service Levels 1, 2 & 3 40

Question 2 - 7 marks

Suitable heading eg Advice sheet on how to react to complaining customers.

1 mark
Suitable guidance eg –
• Stay calm – don’t get upset.
• Do not argue.
• Be polite.
• Listen.
• Question to get all the facts.
• Note down the details.
• Empathise with customer/show concern.
• State action to be taken.
• Take the follow up action as necessary.
• Refer to supervisor if necessary.
1 mark each to a maximum of 6 marks
Total 7 marks

Question 3 - 7 marks

Suitable heading eg Complaint log form.

1 mark
Form has headings for the following:
• Customer Name.
• Customer contact telephone number.
• Reason for complaint/Complaint details.
• Action.
• Date complaint received.
• Date resolved.
• Complaint taken by.
1 mark each to a maximum of 6 marks
Total 7 marks

Question 4 – 3 marks

Greeting – Good morning/afternoon.

Company announcement eg – This is NuFashions Ltd.
Offer eg – How may I help you?
1 mark each to a maximum of 3 marks
Total 3 marks

Total 24 marks
Grading Criteria Level 2:

Marks for Sections A and B are aggregated.

At least 40% must be achieved in each section: Section A: min 15 marks; Section B: min 10 marks.

Pass = 55% overall (33 out of 60 marks)

First Class Pass = 70% overall (42 out of 60 marks)

The Principles of Customer Service Levels 1, 2 & 3 41

The Principles of Customer Service Levels 1, 2 & 3 42
Principles of Customer Service – Level 2
4.4 Worked Question Paper

The following sample worked paper is designed to reflect what a candidate might produce under
examination conditions. Some of the answers and approaches taken are incorrect and not in line
with the sample marking scheme; this is to indicate how the paper of a typical candidate might be
assessed. These answers and approaches do, however, reflect what examiners see in the work of
candidates.

Except where candidate answers match the marking scheme, the marks indicated are justified and
explained in the same way that tutors would provide feedback to students.

Points which can be learnt from this analysis of the assessment are included in a later section on
tips, guidance and recommendations to prepare candidates to pass their examination.

Section A

Answer all questions in this section – 36 marks.

No. Questions and Answers Marks

Awarded
1. State three different types of customer needs a service deliverer may have to deal
with.
Where to find a product 1/2

The price of a product 1/2

Any special facilities for those with disabilities9

NB: Candidate has been awarded only one mark for items 1 and 2 as they are both
needs for information on a product. Candidate has been awarded one mark for
‘disabilities’. 2
2. Give two ethical standards an organisation may set.

Employ a percentage of people from other countries

Giving sick pay to employees

Q2 No marks awarded as both items are obligations of an organisation not ethical

standards that may be upheld.

The Principles of Customer Service Levels 1, 2 & 3 43

3. List four reasons why customers would have to supply an organisation with
personal information.

To find out about special promotions.......................................................................

To receive information on orders that they have placed9......................................

To find out about events taking place in store .......................................................

To join clubs eg. Loyalty clubs etc9 .........................................................................

Q3 Item 1, 3 and 4 are all about promotions, besides which items 1 and 3 would not
necessarily require the customer to leave personal information.
2
4. Briefly describe three ways that an organisation can achieve a good reputation.

Deliver good customer service9 ...............................................................................

Keep the organisation in good condition eg clean and tidy9 ..............................

Ensure competitive prices are maintained9 .............................................................

.........................................................................................................................................
3
5. State four ways a customer service deliverer can make a good first impression on a
customer.

Look presentable – clean and well dressed9 ..........................................................

Offer as much help as possible9 .............................................................................

Make conversation with the customer .....................................................................

Do not be too over friendly ...........................................................................................

Q5 Item 3 needs restating to qualify as good communication skills; item 4 not

considered valid.

2
6. Give two ways an organisation can ensure staff are up to date with current
procedures.
Have regular meetings at the beginning of shifts. 9 ..........................................
E-mail the staff lists of any changes9....................................................................
2

The Principles of Customer Service Levels 1, 2 & 3 44

7. List three ways of maintaining a good working relationship with colleagues.

Do not talk about them behind their backs9 .........................................................

Ensure everyone is up to date with any changes9 ...............................................

Do not exercise authority unnecessarily9 ................................................................

Q7 Item 1 awarded a mark under “Loyal and friendly”; item 2 awarded under
“Communicate”; item 3 awarded for fulfilling own responsibilities. 3
8. a) State two ways of gathering customer feedback.

Method of feedback 1:Customer comment forms9 ...................................................

.........................................................................................................................................

Method of feedback 2:Ask the customer face to face in the store9 ..........................

.........................................................................................................................................

b) Give a different possible disadvantage of each method above.

Method of feedback 1 – disadvantage: Some may not be bothered to fill them

out9 ...............................................................................................................................

.........................................................................................................................................
Method of feedback 2 – disadvantage: Some may not feel comfortable talking

badly of the store to a member of staff9 ..................................................................

.........................................................................................................................................

Q8 Second method/disadvantage not on marking scheme but considered a suitable

answer.
4
9. Identify two reasons why an organisation would want to gain customer feedback.

In order to see where improvements need to be made9 ...........................................

Customers feel the organisation is approachable and take their views into
consideration, good reputation. ...................................................................................
.........................................................................................................................................
Q9 Second item written from the customer’s point of view not the organisation’s.
1

The Principles of Customer Service Levels 1, 2 & 3 45

10. List three procedures an organisation can follow when handling a customer’s online
order to ensure customer satisfaction. ...........................................................................

Their order is sent out asap9 ..................................................................................

Ensure all produce are stocked up9

Ensure products are packaged well to avoid breakages or damages en route9 ....
3
11. a) Identify two facial expressions a customer service deliverer may make.

Facial expression 1:Smile9 ..........................................................................................

Facial expression 2 :Frown9 .........................................................................................

.........................................................................................................................................
2
b) State the impression each of the above will give the customer.

Customer’s impression 1: The employee is happy in their job and the

organisation are good towards them ..........................................................................

.........................................................................................................................................
Customer’s impression 2: The employee does not enjoy their job and the

organisation treat their staff badly and do not give sufficient customer
service training. ............................................................................................................
.........................................................................................................................................
Q11 Candidate needs to be aware of the impact of their body language on what the
customer feels. The customer may not care whether the employee is happy or not
in their work. At level 2 candidate is expected to be more explicit in their
explanation.
0
12. Give two ways a customer service deliverer can check their understanding of what
the customer wants.
Call over a specialist from the department the customer is interested in. .............

Show the customer a range of products to ensure they know what the

customer wants9. ........................................................................................................

.........................................................................................................................................

Q12 Mark not awarded for first item as this is not checking understanding with the
customer. Whilst second item is not on the mark scheme, it is considered a valid
answer.

The Principles of Customer Service Levels 1, 2 & 3 46

Section B Answer all questions in this section – 24 marks.
Question 1 – 7 marks
Scenario

You work as part of the customer service team at NuFashions Ltd, a new but
quickly growing mail order clothing company. The manager, Gina Cohen, is
keen to ensure that excellent customer service is provided.

You have the following tasks to perform:

1. Draft a customer charter
2. Create an advice sheet on handling complaints
3. Design a complaint log
4. Write a telephone operator’s script

Gina has asked you to draft out a customer charter with: (7 marks)

• three different commitments to the customer

• the complaints procedure
• a relevant ethical standard.

Customer Charter

Commitments to the Customer

Help the customer as much as possible eg. if a product is out of stock try to help them by offering
alternatives. 9 1 mark
Ensure that deliveries are sent out asap to ensure customer satisfaction.
Ensure the customer is sent the correct items in their deliveries.

Complaints Procedure

Write down the customer’s name, address, telephone number and complaint and tell them you
will raise it to the manager.
Manager will try to rectify the problem and contact the complainee with the outcome. 9 1 mark

Ethical Standard
Treat each customer the same despite their nationalities, disabilities, gender etc.
9 1 mark - charter content relevant to mail order company
Total marks awarded - 3
Candidate has attained a low score on this task and has obviously not seen enough examples of
customer charters. It has been written in the form of instructions to employees rather than
outlining to customers what they can expect.
Candidate has scored one mark for contextualising for a mail order company; one mark for the
policy of sending alternative items – the second and third ‘commitments’ are what would be
expected by any customer of any company. One mark awarded for stating something the
organisation will do in the event of a complaint; the other item stated is instructions to employees.
The candidate has not understood the concept of ethical standards throughout the paper and on
Thethis occasion
Principles is stating
of Customer a legal
Service Levelsobligation
1, 2 & 3 of the organisation 47
 Question 2 - 7 marks (7 marks)

As there are a number of new telesales staff, Gina has asked you to create an advice
sheet that can be sent to all staff, giving six pieces of advice on how they should
handle customer complaints.

Handling Customer Complaints9

Answer the phone politely and ask the customer what the problem is. 9
Remain calm even if the customer is not. 9
Be sympathetic to the customer without making derogatory comments about the company or
other members of staff. 9
Assure them that you will pass the complaining on to a higher level who will get back to them
within a few days. 9
Try to do what you can for the customer whilst talking to them.
Do not hang up on the customer if they are being threatening or rude allow them to finish and
tell them that their complaint has been noted and someone will get back to them with the
outcome. 9
Total marks awarded 6
A good task: Candidate scores one mark for appropriate heading and 5 out of 6 possible marks for the
advice. No mark has been awarded for “try to do what you can for the customer whilst talking to them”
as there is insufficient explanation as to what this means.

The Principles of Customer Service Levels 1, 2 & 3 48

 Question 3 - 7 marks (7 marks)

Use the box below to design a complaint log to take details of any complaints, include
six pieces of information.

Customer Name9 1 Contact details9 1 Complaint9 1

Address:

Tel. No:

Email:
Total 3
marks
Address:

Tel. No:

Email:

Address:

Tel. No:

Email:

Candidate loses marks for not including a heading and for omission of the following items, which would
be considered essential:

• Action
• Date
• Complaint taken by

Candidates should have plenty of practice in logging complaints in order to be familiar with the
information required and the implications of what may happen if insufficient information is gained.

The Principles of Customer Service Levels 1, 2 & 3 49

 Question 4 - 3 marks

In order to be consistent, all staff are to answer the telephone in the same way. Write
what the telesales staff should say when answering a call to a customer.

Good Morning/Afternoon9, this is / name / from NuFashion, 9 How may I help you? 9
1 1 1
Total 3
marks

(3 marks)
Total marks awarded:

Section A Section B Total

36 24 60

25 15 40

A good paper, with the candidate achieving comfortably more than the 33 marks required for a
Pass. This candidate would have benefited from more exposure to different mechanisms and
procedures that organisations use to achieve customer satisfaction. Greater familiarity with the
syllabus and what are generally considered to be ‘customers’ needs and expectations’ etc will
enable the candidate to interpret what is required as an answer rather than guessing.

The Principles of Customer Service Levels 1, 2 & 3 50

5 Principles of Customer Service Level 3
5.1 Syllabus objectives

The aim of the syllabus is to provide the candidate with the skills required to deliver efficient,
reliable customer service and how to develop, monitor and improve existing service. It will also give
them an understanding of the benefits of developing their own as well as others’ skills within the
customer service environment.

There are seven learning outcomes to be assessed. The candidate will:

• know the key features of a service offer and its effects on customer expectations
• know how to deliver reliable customer service
• understand how to deal with different customer behaviours to ensure customer satisfaction
• understand how customer service can be developed and improved
• understand how the promotion of products and services can benefit the customer and the
organisation
• understand the benefits of team-working in delivering good customer service
• understand how to develop the customer service skills of self and others

The Principles of Customer Service Levels 1, 2 & 3 51

6 Level 3 Sample Assessment Material
6.1 Sample Question Paper

This paper must be returned with

Principles of Customer Service the candidate’s work, otherwise
the entry will be void and no
Level 3 result will be issued.

8992/13/013
Sample Paper 002

Candidate’s name (Block letters please)

Centre no Date

Time allowed: 2 hours

(plus 5 minutes’ reading time).

Section A Answer all 12 questions. Your answers

should be written in the question booklet
in the spaces provided.

Section B Answer all questions. Information

required to help answer these
questions is given in the Scenario.

If additional separate sheets of paper are used, make sure each

page is clearly labelled with your name.

All final answers to be in blue or black ink.

Calculators and English and mother tongue dictionaries can be used.

For examiner’s use only

Section A Section B Total

48 32 80

© The City and Guilds of London Institute 2010 V1

The Principles of Customer Service Levels 1, 2 & 3 52

Section A

Answer all questions in this section – 48 marks.

1 Identify four ways an organisation can continue to meet its customers’ expectations.
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
(4 marks)
2 List four possible limitations when formulating an organisation’s service offer.
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
(4 marks)
3 State four possible outcomes of not maintaining the confidentiality of customer and
organisational records.
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
(4 marks)
4 Describe four ways an organisation’s staff resources could undermine its service offer.
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
(4 marks)
5 State three different behaviours a customer may display and briefly describe how to deal
with each.
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
(6 marks)

The Principles of Customer Service Levels 1, 2 & 3 53

6 State two outcomes a customer may expect from the organisation when making a
complaint.
________________________________________________________________________________
________________________________________________________________________________
(2 marks)

7 Identify and describe two methods an organisation can measure current levels of customer
service.
________________________________________ _______________________________________
________________________________________________________________________________
________________________________________ _______________________________________
________________________________________________________________________________
(4 marks)

8 List four benefits a customer may be looking for in the purchase of any product or service.
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
(4 marks)
9 Identify a possible Unique Selling Point (USP) for each of the following:
Car_____________________________________________________________________________
Washing machine_________________________________________________________________
Hotel ___________________________________________________________________________
Umbrella _______________________________________________________________________
(4 marks)
10 Identify two different types of personality and state why each would be useful in a team.

Personality 1: ____________________________________________________________________
Why useful: ______________________________________________________________________
Personality 2: ____________________________________________________________________
Why useful: ______________________________________________________________________
(4 marks)

The Principles of Customer Service Levels 1, 2 & 3 54

11 State two areas where staff may need to improve their skills and identify a different way of
doing so for each.

Area for improvement: ____________________________________________________________

Method: ________________________________________________________________________
Area for improvement: ____________________________________________________________
Method: ________________________________________________________________________
(4 marks)
12 Apart from improving skills, identify four other reasons for staff development.

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
(4 marks)

(Total 48 marks)

The Principles of Customer Service Levels 1, 2 & 3 55

Section B
Answer all questions in this section – 32 marks.

Scenario

You work as the supervisor of a small team that sells advertising space in TradeUp!, a motoring
magazine. You report directly to Dan Clark, the Editor in Chief and owner of the magazine.

You have the following tasks to complete today:

• Report on methods of obtaining feedback.

• Create a letter of apology.
• Create an email on performance review.

Question 1 – 12 marks

Dan wishes to gain feedback from the magazine’s advertising customers on the level of customer
service received. Write a report to compare two possible methods of gathering customer feedback
that could be used, with a recommendation as to which would be the most effective and a
suggestion on how to encourage customer response to the request for feedback.

The Principles of Customer Service Levels 1, 2 & 3 56

 (12 marks)

The Principles of Customer Service Levels 1, 2 & 3 57

Question 2 – 11 marks

You have been asked to deal with the following complaint recorded in the customer complaints log
this morning. The cause was an error in completing the order form by a junior member of staff.
Using the letterhead below, write a letter of apology to deal with the matter effectively and
informing the client of the action to be taken by the organisation to ensure it does not happen
again.

TradeUp! Complaint Log

Customer Customer
Alan Baker Lea Valley Auto Traders
Name company
River Trading Estate
Customer Complaint
Enfield (today)
Address Date
EN8 6TT
Complaint:
Mr Baker bought advertising space on our ‘3 months for the price of 2’ promotion. However,
his advert only appeared in 2 editions of the magazine. He is a new client and is very
disappointed that we have not fulfilled our offer. There is the possibility of regular business
if we can satisfy this customer.

TradeUp! Publications Ltd

1-3 Park Lane Foxton SG5 4DX
Tel 01234 393349
[Link] / email: sales@[Link]

(11 marks)

The Principles of Customer Service Levels 1, 2 & 3 58

Question 3 - 9 marks

Reply to Dan’s email below, giving:

• three steps involved in the performance review process, the required paperwork and the
benefits of putting it in place
• four documents involved
• two benefits of implementing the process.

The Principles of Customer Service Levels 1, 2 & 3 59

Level 3 Sample Assessment Material
6.2 Sample Marking Scheme

Answers given in the marking and grading criteria are indicative of the type of answers
candidates could give. They are not definitive. Please accept alternative
reasonable/suitable answers.
Section A
1 Provide quality service/product.
Meet contractual obligations.
Meet standards set out in service offer/charter.
Seek feedback from customers.
Aim for continuous improvement to service.
Keep up with changing trends.
Maintain professional staff, adequately trained.
1 mark each to a maximum of 4 marks

2 Finance / Budgets.
Time.
Equipment.
Technology.
Staff.
Premises.
1 mark each to a maximum of 4 marks

3 ID fraud.
Industrial espionage.
Competitor advantage.
Unsolicited marketing.
Disclosure of sensitive information.
Loss of customer confidence/business.
1 mark each to a maximum of 4 marks

4 Understaffed.
Not sufficiently trained.
Unmotivated and disinterested.
Do not work as a team.
Unaware of organizational objectives/standards.
Do not follow procedures/act outside scope of authority.

1 mark each to a maximum of 4 marks

The Principles of Customer Service Levels 1, 2 & 3 60

5 Angry – use calming techniques, don’t react.
Calm - let customer know the provider is interested in helping them.
Vague – question techniques to establish need.
Confused– question techniques to establish need.
Abusive – do not get upset, use calming techniques.
Aggressive - use calming techniques, unaggressive body language, call for help.
1 mark each to a maximum of 6 marks

6 Apology.
Refund.
Replacement.
Discount.
Credit note.
1 mark each to a maximum of 2 marks

7 Key Performance Indicators (KPIs) – specific and quantifiable measurements against a target.
Used to monitor customer service against targets/to chart progress towards a target.
Customer feedback – analysis to gauge customer opinion.
Mystery shopper/diner, etc.
Sales records – analysis to see if sales are increasing/decreasing.
Management Information System – gives overall picture of organisation’s position in market.

1 mark each method to a maximum of 2 marks

1 mark each description to a maximum of 2 marks
8 Time saving.
Money saving.
Security/safety/peace of mind.
Personal enjoyment.
To make money.
Convenience/comfort.
Status.
Reliability.
Flexibility.
1 mark each to a maximum of 4 marks

9 Rational USP identified for each.

Car – eg the only sports car to run on LPG.
Washing machine – eg available in black.
Hotel – eg free membership to hotel chain’s gym/spa.
Umbrella – eg smallest folded size to fit any handbag.
1 mark each to a maximum of 4 marks

The Principles of Customer Service Levels 1, 2 & 3 61

10 The following serves as an example; any other relevant theorist may be applied.

A B Team Role

Shaper Challenges the team to improve.

Action Oriented
Roles Implementer Puts ideas into action.

Completer/Finisher Ensures thorough, timely completion.

Coordinator Acts as a chairperson.

People Oriented
Roles Team Worker Encourages cooperation.

Resource Investigator Explores outside opportunities.

Plant Presents new ideas and approaches.

Thought Oriented
Roles Monitor-Evaluator Analyses the options.

Specialist Provides specialised skills.

This Table above relates to Belbin’s team roles: accept any other relevant theorist.

Accept any description that fits into A or B 1 mark each to a maximum of 2 marks
One purpose from Team Role 1 mark each to a maximum of 2 marks

Total of 4 marks

11 Communication skills- internal or external training or coaching.

Dealing with complaints – in-house training session, observation, work shadowing.
Identifying customer needs - in-house training session, observation, work shadowing.
Telephone techniques - internal or external training, on the job coaching.
IT skills – training course.
Etc.

(Note: candidate must give a different method for each skill.)

1 mark each skill and 1 mark each method to a maximum of 4 marks

12 To motivate staff.
To provide training on new equipment/procedures.
To improve customer service provision.
To rectify when things go wrong.
To ensure new staff meet expected standards.
As part of a cycle of continuous improvement.

1 mark each to a maximum of 4 marks

Total 48 marks

The Principles of Customer Service Levels 1, 2 & 3 62

Section B
Question 1

1. Title eg Report on Methods of

Obtaining Customer Feedback (or similar).
2. For Dan Clark. ½ mark each up
3. Date (in title or at end) to a maximum
4. Candidate’s name (in title or at end) of 2 marks

1. Suitable introduction.
2. Clarity and structure of information. 1 mark each to maximum of 2 marks

Two methods of obtaining feedback described, suitable for scenario, with advantages and
disadvantages of each, eg
• Questionnaire to existing clients (advantage: structured questions to target required
information, client can answer at most convenient time; disadvantage: rate of return, time
taken to get response).
• Service calls to existing clients (advantage: detailed information via structured questions can be
obtained; disadvantage: may not be convenient for customer, time consuming, cost).
• Telephone survey at end of each call (advantage: immediate response, cost effective;
disadvantage: may annoy customer, time consuming).
• Online survey (advantage: cost effective, structured questions to target required information;
disadvantage: rate of return).

1 mark each method and 1 mark each advantage and disadvantage to max of 6 marks

Suitable effective recommendation for scenario and suggestion on how to encourage response, eg
incentive – discount, draw.
1 mark each to maximum of 2 marks
Total of 12 marks
Question 2

Format: Address, Date, Salutation, Complimentary close

½ mark each up to a maximum of 2 marks

Intro – referring to the complaint. 1 mark

[Link] for the offence (oversight – junior staff).

[Link] of accountability. 1 mark each
[Link] of inconvenience caused. to maximum of
4.A judgment of the offence, eg “it was wrong, 6 marks
insensitive, etc .. ,”
[Link] of steps to be taken to ensure won’t
happen again, eg staff training.
[Link] of compensation, eg discount/repeat of offer.

The Principles of Customer Service Levels 1, 2 & 3 63

Signatory: Candidate or Dan Clark. 1 mark
Clarity, construction, etc. 1 mark

Total of 11 marks
Question 3

Described three steps for performance review, eg

1.(Self) assessment of performance.

[Link] interview/feedback on performance. 1 mark each to maximum of
[Link] in place of development plan. 3 marks

Described four documents required, eg 1 mark each to maximum of

Job description. 4 marks
SWOT.
TNA.
Appraisal form.
Personal Development Plan.

Described two benefits of putting in place, eg

motivate staff.
identify training needs.
personal growth.
monitor performance against targets.
1 mark each to a maximum of 2 marks

Total 9 marks

Grading Criteria Level 3

Marks for Sections A and B are aggregated.

At least 40% must be achieved in each section: Section A: min 20 marks; Section B: min 13 marks.

Pass = 55% (44 out of 80 marks)

First Class Pass = 70% overall (56 out of 80 marks)

The Principles of Customer Service Levels 1, 2 & 3 64

Level 3 Sample Assessment Material
6.3 Worked Question Paper

The following sample worked paper is designed to reflect what a candidate might produce under
examination conditions. Some of the answers and approaches taken are incorrect and not in line
with the sample marking scheme; this is to indicate how the paper of a typical candidate might be
assessed. These answers and approaches do, however, reflect what examiners see in the work of
candidates.

The marks indicated are justified and explained in the same way that tutors would provide feedback
to students.

Points which can be learnt from this analysis of the assessment are included in a later section on
tips, guidance and recommendations to prepare candidates to pass their examination.

1 Identify four ways an organisation can continue to meet its customers’ expectations.

Mystery Shoppers to test standards. ___________________________________________________________9

Suggestion boxes_______________________________________________________________________________9

Regular staff training and refresher courses __________________________________________________9

Carefully hiring individuals with a good personality match for the job to build an effective
service team.______________________________________________________________________________________ 3
(4 marks)
Q1 Mark has been awarded for first item as candidate has qualified how it is relevant. Item 2 is an
example of customer feedback.

2 List four possible limitations when formulating an organisation’s service offer.

_______________________________________________________________________
_______________________________________________________________________
0
_______________________________________________________________________
_______________________________________________________________________
(4 marks)

3 State four possible outcomes of not maintaining the confidentiality of customer and
organisational records.
Fraud_____________________________________________________________________________________________

Breach of data protection act ___________________________________________________________________9

Identity theft___________________________________________________________________________________9
3
Legal action against company_________________________________________________________________9

The Principles of Customer Service Levels 1, 2 & 3 65

 (4 marks)

Q3 First item requires clarification as to what is meant by ‘fraud’ in this instance.

4 Describe four ways an organisation’s staff resources could undermine its service offer.
Insufficient wage budget meaning that staff cuts leaves the organisation short staffed as

this will impact the customer service._______________________________________________________ 9

Lack of training and inability to send staff away for courses meaning that there skills are

not improved upon. _____________________________________________________________________________9

3
Lacking the resources to hire staff with the levels of experience and expertise that are

required. ______________________________________________________________ 9
_______________________________________________________________________
(4 marks)
Q4 Whilst item 3 is not on the marking scheme, it is considered a valid answer.

5 State three different behaviours a customer may display and briefly describe how to
deal with each.
_______________________________________________________________________

Angry 9 – a customer may have a complaint about the product. React politely and offer

compensation where appropriate.________________________________________________________________9

Happy and receptive 9 – The staff should recognise a receptive customer and attempt to

upsell products._________________________________________________________________________________9

___ Aggressive 9- If the customer becomes aggressive or threatens staff they should be asked to

leave or be removed by security staff.__________________________________________________________9

6
(6 marks)
Q5 Whilst item 2 is not on the marking scheme, it is considered a valid answer.

6 State two outcomes a customer may expect from the organisation when making a
complaint.
The customer could expect a replacement for a faulty product. _________________________________9
2
If the customer experience has been particularly bad they can often be given freebies _________9

by way of apology.
(2 marks)

The Principles of Customer Service Levels 1, 2 & 3 66

7 Identify and describe two methods an organisation can measure current levels of
customer service.
Mystery shoppers ______________________________ _______________________________________________9

Individuals employed by the company visit “undercover” and assess the customer service.9 ___
4
Customer satisfaction survey __________________ _______________________________________________9

Ask customers to leave feedback on their customer service experience. 9 ________________________

(4 marks)

8 List four benefits a customer may be looking for in the purchase of any product or
service.
Value for money/ a competitive price. __________________________________________________________9

Advice and assistance in choosing the correct product. __________________________________________

Customer support after the purchase. _____________________________________________________________ 1

Free trials ________________________________________________________________________________________

Candidate has not learnt about benefits versus features.

(4 marks)

9 Identify a possible unique selling point (USP) for each of the following:
Car: Fuel economy _____________________________________________________________________________9

Washing machine: Larger drum for bigger loads______________________________________________9

Hotel: Spa facilities ____________________________________________________________________________9

4
Umbrella: Small when folded up to fit into bags easier. _______________________________________9

(4 marks)

10 Identify two different types of personality and state why each would be useful in a
team.
Leaders 9; useful for inspiring a good work ethic within a team and making important ______

decisions on the team’s behalf. 9 ________________________________________________________________

4
Followers; 9useful as they cooperate and work well with others to perform tasks. ______________
Compliant and do not create friction within the team. 9 _______________________________________
(4 marks)

The Principles of Customer Service Levels 1, 2 & 3 67

11 State two areas where staff may need to improve their skills and identify a different
way of doing so for each.
Customer interaction. 9 These skills can be practised and improved via role playing

different scenarios._____________________________________________________________________________9
4
Product Knowledge. 9 Staff should sample/test products to ensure that they have a good

knowledge base to draw from to advise customers. _____________________________________________9

(4 marks)

12 Apart from improving skills, identify four other reasons for staff development.
Keeps staff interested in the job,________________________________________________________________9

Ensures that company standards are widely known and met. ________________________________9

Ensures that staff are aware of and follow the most up to date health and safety procedures. 9
3
Identify specific skills and talents in different members of staff to help you to guide staff
towards roles they are best suited to. _____________________________________________________________
(4 marks)

Last item is not a reason for staff development: if candidate had made it clear that it was to
address training needs identified in performance review, it would have attracted a mark.

The Principles of Customer Service Levels 1, 2 & 3 68

 Question 1 – 12 marks

Dan wishes to gain feedback from the magazine’s advertising customers on the level of
customer service received. Write a report to compare two possible methods that could be
used with your recommendation as to which would be the most effective method and a
suggestion on how to encourage customer response.

Customer Focus Group: 9

1
Organise a regular focus group for a selection of customers. This offers the clients the
opportunity to feedback on the current levels of customer service they are receiving and
highlight any aspects of the service that they would like to see improved.

1 Telephone Survey: 9
Task junior members of staff to work through the customer database, contacting each client to
ask them some pre-set questions on customer service and satisfaction. The results can then
be collated to give an overview of client experience.

Client focus groups are a great way for customers to give feedback; the face to face aspect of
the focus groups is a good way to build rapport with clients. The interaction makes the client
1 feel valued and lets them know that opinions are important and illustrates your dedication to
providing excellent customer service. The quality of information gathered at focus groups
tends to be high as the customers have prepared for the meeting and fully considered the
topic as opposed to having to spontaneously answer unexpected questions. Individuals that
take part in focus groups often benefit from being able to hear others’ opinions as this will
often help to invoke memories of their own experiences and you may cover aspects that you
hadn’t even considered before. 9
The drawbacks to focus groups can be unwillingness on the clients’ behalf to sacrifice their
time and energy to attend a meeting; you must have a good relationship with the clients
1 whose attendance you request. The sample group with focus groups tends to be smaller than
contacting clients over the phone. This could lead to the results being unrepresentative of
your wider group of clients. The challenge of organising a group of busy business people to
be in the same place at the same time can often be nightmarish and can lead to some not
being able to attend. 9
Telephone surveys are excellent at contacting a large number of clients quickly and efficiently.
It doesn’t inconvenience clients by requiring them to travel to a meeting. The clients will
1
appreciate that you recognise that they are busy people whose time is at a premium. The
ease in contacting a large number of customers in a relatively short space of time allows you
to see a very accurate snapshot of customer opinion. 9
Telephone surveys can be very prescriptive as you are asking the same questions repeatedly
1 with no option for the clients to touch on other subjects. Some customers may feel that being
contacted over the phone without warning for the purpose of a survey is intrusive and there is
the possibility of them refusing to participate. The time and expense involved in taking office
juniors away from their other duties should not be underestimated or the possible 9
inconvenience this may cause.

The Principles of Customer Service Levels 1, 2 & 3 69

 As we are a small to medium size business with a fairly loyal client base I would recommend
the focus group for collecting customer feedback. 9 Our client database isn’t large enough
to warrant doing a telephone survey and taking members of staff away from their day-to-day
2 duties. I also believe that as a result of having a smaller client base we have good enough
relationships with our clients to ask them to attend a focus group and that the rapport we could
build with this kind or regular face to face contact would be invaluable. 9
1 mark
Candidate loses 3 marks for not providing any heading, introduction or date that would be expected
in any report. At level 3, candidates should be able to use an accepted format for reporting to
seniors. Candidate has given a good comparison of two different methods and has justified their
recommendation. Total score 9 marks.

Question 2 – 11 marks
You have been asked to deal with the following complaint recorded in the customer
complaints log this morning. The cause was an error in completing the order form by a junior
member of staff. Using the letterhead below, write a letter of apology to deal with the matter
effectively and informing the client of the action to be taken by the organisation to ensure it
does not happen again.

TradeUp! Complaint Log

Customer Customer
Alan Baker Lea Valley Auto Traders
Name company
River Trading Estate
Customer Complaint
Enfield (today)
Address Date
EN8 6TT
Complaint:
Mr Baker bought advertising space on our ‘3 months for the price of 2’ promotion. However,
his advert only appeared in 2 editions of the magazine. He is a new client and is very
disappointed that we have not fulfilled our offer. There is the possibility of regular
business if we can satisfy this customer.

The Principles of Customer Service Levels 1, 2 & 3 70

 TradeUp! Publications Ltd
1-3 Park Lane Foxton SG5 4DX
Tel 01234 393349
[Link] / email: sales@[Link]

½ Dear Mr Baker, 9

I am very sorry 9 to hear that you have not received your free advert. The order was
2
erroneously taken down by a new member of staff. 9
We value all our customers, old and new, and wish to provide the highest possible service. As
a result of this error we are now having all orders checked by a senior member of staff before
1
processing to ensure that this does not happen again. 9
Your advert will run in the next issue TradeUp! and by way of apology I would like to offer you
1
a free, half page, full colour advert to be taken at the time of your choosing. 9

1 I hope this will help to make up for any inconvenience 9 caused and I look forward to doing
business with you again.

Kind regards

1 Ella Howes

A good letter of apology with all the components necessary to endeavour to maintain and satisfy
the customer. Candidate loses marks for not using information in the Complaint Log, ie customer’s
address and date of the complaint. ‘Kind regards’ not considered a formal enough close. Total
score 7.

The Principles of Customer Service Levels 1, 2 & 3 71

Question 3 - 9 marks

Reply to Dan’s email, giving:

• three steps involved in the performance review process, the required paperwork and the
benefits of putting it in place
• four documents involved
• two benefits of implementing the process.

The Principles of Customer Service Levels 1, 2 & 3 72

 Hi Dan,

I would suggest all or any of the following methods:

• Appraisals with management.

Appraisal forms 9 with a number of preset questions should be put together to allow
1
the staff to rate themselves 9 on different areas of customer service and, in turn, be
rated by their managers. This allows the staff to express any concerns or requests for
1
additional training in specific areas and for management to give members of staff
feedback on their performance.

• Work books:
Staff will be required to fill in workbooks documenting their progress and answering a
series of questions on customer service best practice. These books are then reviewed
by management who will identify areas for improvement. Workbooks will need to be
devised and created for differing levels.

• Mystery Shoppers
Staff will be secretly assed on their customer service. Individuals need to recruited to
be mystery shoppers; they are usually be hired via an agency. The results need to
reviewed and collated by management.

• Individual staff action plan: 9

1 Using the results from the above the staff and the management should work to
together to identify areas for improvement and methods for improving for each member
1 of staff. 9 A short document should be put together for management and staff to fill in
together.

Kind regards

Ella

Candidate has not understood ‘performance review’ and, whilst some documents are mentioned
(appraisal form, action plan) has not specifically identified the documents required for performance
review.
Candidate has neglected to mention the benefits of putting the system in place and loses 2 marks.
Total score 4 marks.
Total marks awarded:

Section A Section B Total

48 32 80

37 20 57

The Principles of Customer Service Levels 1, 2 & 3 73

Candidate just achieves a First Class Pass. This candidate has not had sufficient practice in writing
reports using a standard business format that would be expected at supervisory level. A
disappointing Section B: the quality of the candidate’s written work suggests that not enough
practice papers were completed to comfortably achieve a First Class Pass. There are some gaps in
this candidate’s knowledge, notably staff performance review, features and benefits, service
standards, which suggests inadequate coverage of the syllabus.

The Principles of Customer Service Levels 1, 2 & 3 74

7 General Guidance
7.1 Guidance for Tutors

Preparing candidates for the examination

Ideally candidates should have the opportunity to apply the knowledge they have learnt to real life
or simulated role play. Candidates should be exposed to examples of both good and bad customer
service practice in order to understand how to apply the knowledge and skills taught. Candidates
should have practice in completing forms, logs and messages accurately from given information
and should also practice drafting letters, memos, emails and reports according to standard
business layout and language. Make good use of sample and past examination papers, past
examination reports and other information from City & Guilds Qualifications. If you have any
questions or queries, please contact us for clarification.

The best indicator that a candidate is ready for the exam is when candidates have covered all areas
of the syllabus and can successfully complete past examination papers within the allowed time.
Practice is essential so that candidates learn to recognise what is required of them and are able to
produce it quickly and accurately.

Success in the examination results from demonstrating the relevant ability in the objectives that will
be tested. Practice papers show candidates what is expected of them in an examination.

Hints, tips and recommendations

The Principles of Customer Service qualification at Levels 1, 2 and 3 provides a solid base of the
knowledge and skills required which will be beneficial to candidates in whatever they decide to do
next, be it further study or entry into, or progress at, work. Where at all possible, it is recommended
that candidates have the opportunity to apply the knowledge and skills learnt in a practical
environment, whether this is work experience related or through use of simulations. The use of
video material or case studies will help to demonstrate both good and bad practice and enable
candidates to apply their knowledge to them.

The Principles of Customer Service Levels 1, 2 & 3 75

Performance codes
Customer Service

8992-11-011 (Level 1)
8992-12-012 (Level 2)
8992-13-013 (Level 3)

Performance Codes

Level 1 Level 2 Level 3

Narrow fail AA AA AA

Insufficient work submitted AB AB AB

Misinterpretation of question(s) FK FK FK

FL FL FL
Customer needs, satisfaction and expectation

Organisations policies, complaints and confidentiality FM FM FM

Methods of communication FN FN FN

Knowledge, ability and attributes FO FO FO

Sources of information and storage/retrieval FP FP

Promotion of products and services FR

Personal development and team working FS

Why candidates fail

Candidates need to be made aware that there is a greater need to think about information in
examinations and to deal with it in appropriate ways and with enough depth as they progress
through Levels. Candidates should be careful to ensure that they have properly read what is
required of them in the question and not assumed what is required. Candidates who fail to practise
during their course of study are those most likely to fail. Simply attending a course of study without
further practice at home is not recommended for obvious reasons and candidates should expect to
receive regular exercises to complete at home which should be marked and returned to the
candidate.

Reading list and recommended websites (see Appendix 1).

Documents available on our website

FAQs
Sample Papers

The Principles of Customer Service Levels 1, 2 & 3 76

General Guidance
7.2 Guidance for Candidates

Preparing for the examination

Try to put into practice the knowledge and skills you acquire during your course. You should
practise drafting written communications and completing forms and messages clearly and
accurately. Check through the syllabus to ensure you are confident in all of the outcomes required
and make good use of sample and past examination papers and the feedback from your tutors to
test for gaps in your knowledge. Complete sample examination papers against the clock to ensure
you are able to complete them in the time allowed. Past examination reports and other information
from your tutors will inform you on reasons why previous candidates have failed.

Hints, tips and recommendations

We all have experience of being a customer and you should keep a note of your experiences as
such, as examples of good and bad practice. Collect examples of business communications and
practise drafting your own letters, memos, emails and reports. Collecting examples of
organisations’ surveys and questionnaires will enable you to see and judge the types of information
they require from their customers, whilst customer charters and organisations’ service standards
are often available from their websites to enable you to see how levels of customer service are
established.

Why candidates fail

You should be careful to ensure that you have properly read what is required of you in the question
and not assumed what is required. Failure to complete enough practice exercises and examination
papers during their course of study is most likely to lead to failure. As you move through the levels,
you should be aware of the need to give answers in greater depth. Simply attending a course of
study without further practice at home is not recommended for obvious reasons and you should
expect to receive regular exercises to complete at home which should be marked by your tutor and
returned to you with feedback.

Reading list and recommended websites (see Appendix 1).

Documents available on our website

FAQs
Sample Papers

The Principles of Customer Service Levels 1, 2 & 3 77

Appendix 1
Example of a Business Letter

1.1 Alpha Supplies

Alpha Supplies
1 Wycombe Way Cambridge PE19 20D
01202 939399

A letter should always include the

current date. (For the purposes
14 November 20--
1 Wycombe Way Cambridge PE19 20D
Õ of the examination, this will be
01202 939399 the date of the examination.)
Mr F Taylor
Sales Manager Õ This is the name and address of
Thomkins & Greenaway & Co Ltd the person the letter is being sent
14 NovemberIndustrial
Greenacre 20-- Estate to.
PETERBOROUGH This is the salutation. Use Dear
Mr F Taylor
PE4 9XR
Sales Manager Sirs when writing to a firm, or
Dear Sir when writing to an
Thomkins & Greenaway & Co Ltd
Dear Mr Taylor
Greenacre Industrial Estate Õ unknown person. The
PETERBOROUGH complimentary close will then
PE4 9XR change to Yours faithfully.
Thank you for your letter of last week.
Dear Mr Taylor
As requested, I enclose a copy of this year’s catalogue and price list.
Thank you for your letter of last week.
Please do not hesitate to contact me if you have any further requirements
As requested, I enclose a copy of this year’s catalogue and price list.
or wish to place an order.
Please do not hesitate to contact me if you have any further requirements This is the complimentary
or wish to place an order.
Yours sincerely Õ close
Yours sincerely
Enc indicates that an enclosure
Jane Peters will be included in this letter.
Enc
Õ

The Principles of Customer Service Levels 1, 2 & 3 78

Recommended Reading and Resources

Reading lists

Title Edition/Year Author ISBN Publisher

Managing 1998 Hayes, J.; Dredge, F. ISBN 978- Gower
Customer 0566080050 Publishing
Service Ltd.
Monitoring, 2000 Goodman, G. ISBN 978- Jossey
Measuring and 0787951399 Bass
Managing
Customer
Service
S/NVQ Level 2 2nd edition Bradley Sally ISBN 978 0 435465 Heinemann
Customer 2007 29 2
Service
S/NVQ Level 3 - Woods Allan, Hebron ISBN 978 0 435 Heinemann
Customer Lesley, Bradley Sally 45227 4
Service

The Wilson Hugh, Street 978-0-7506-8711-9 Butterworth-

Multichannel Rod, Bruce Lindsay Heinemann
Challenge -
Integrating
Customer
Experiences for
Profit
Out to lunch - Johns Ted 978-1-906080-01-3 Institute of
back in six Customer
hours Service

Call Handling Bowen Keith, Munn 0 435 45561 3 Heinemann

Operations Yvonne, Richardson
S/NVQ 2 Peter
Better Melanie Kelcher 0-563-36370-3 BBC
Communication
Skills For Work

Communicate Robert Heller 0-7513-0630-4 Dorling

Clearly Kindersley
Essential
Managers
Essential Taylor S 0 582 43202 2 Longman
Communication
Skills

The Principles of Customer Service Levels 1, 2 & 3 79

Communication Carysforth C 0 435 45542 7 Heinemann
for Work
Safety, Health Dalton AJP 0 304 33291 7 Cassell
and
Environmental
Hazards at the
Workplace
Marketing Geoff Lancaster and 0-7506-4771-X Made
Made Simple Paul Reynolds Simple
Books
Principles of Second Philip Kotler, Gary 0-13-262254-8 Prentice
Marketing European Armstrong, John Hall
Edition Saunders, Veronica
Wong
Perfect Johns Ted 0 09 940621 7 Random
Customer Care House
Business
Books
Dictionary of Third Collin Peter 0-7475-6621-6 Bloomsbury
Marketing edition
Higher Business Hagan Peter, Alistair B 0 340 84902 9 Hodder
Management Wylie Gibson
(with answers)

The Art of Gober M 0 9624563 0 6 Mary Gober

Giving Quality International
Service
Mastering Cartwright Roger 0 333 80159 8 MacMIllan
Customer Master
Relations Series
Customer Care Wellemin John 0 340 84958 4 Hodder and
in a Week Stoughton
How to Kiss 2nd Edition Malouf Doug 1 86508 957 5 Allan B
and Keep your Unwin
Customer and
Kick the
Competition
Delivering 3rd Edition Performance Research 0 8144 0765 X AMACOM
Knock Your Associates
Socks off
Service
How to 2005 978-0749444624 Kogan
Advertise: Roman, K.; Maas, J.; Page
What Works, Nisenholtz, M.
What Doesn’t,
and Why
The New 1998 The New Integrated 978-0566079603 Gower
Integrated Direct Marketing
Direct
Marketing

The Principles of Customer Service Levels 1, 2 & 3 80

Resources

Websites

[Link] – Institute of Customer Service

[Link] – The Office of Fair Trading
[Link] – information on team working
[Link] – Health and Safety Executive
[Link] – Health and safety information
[Link] – Reporting of accidents
[Link] – Health and safety information
[Link] – Data protection information
[Link] Office of Public Sector Information
[Link] – on human rights
[Link] – on race relations
[Link] – on diversity in the workplace
[Link] – Disability Rights Commission
[Link] – Equal Opportunities Commission
[Link] – DDA information
[Link] – Department of Trade and Industry
[Link] - Trading Standards Office
[Link] - Consumer Protection Association
[Link]/whatwedo/consumers/fact-sheets/[Link] - Supply of goods and
services
[Link] - Standards Board for England
[Link]/[Link] [Link]: Promotion Strategies
[Link]/[Link] [Link]: image bank
[Link] Intute: Virtual Training Suite /

The Principles of Customer Service Levels 1, 2 & 3 81

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The Principles of Customer Service Levels 1, 2 & 3 83

Published by City & Guilds
1 Giltspur Street
London
EC1A 9DD
T +44 (0)20 7294 2468
F +44 (0)20 7294 2400
[Link]

City & Guilds is a registered charity

established to promote education
and training

8992 ESG

The Principles of Customer Service Levels 1, 2 & 3 84