Contribute To Productive Relationship With Customers

CONTRIBUTE TO PRODUCTIVE RELATIONSHIP WITH CUSTOMERS
LEARNER GUIDE
Published by
HEART TRUST/NATIONAL TRAINING AGENCY
Produced by
Learning Resources Development Unit

Gordon Town Road
Kingston 7
Jamaica W.I.
This material is protected by copyright ©. Copying this material or any part of it by any means,
including digital or in any form is prohibited unless prior written permission is obtained from the
HEART Trust/NTA.
© 2017
LRDU-LG-BSBMKP067B-1.0
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TABLE OF CONTENTS
PAGES
Introduction .................................................................................................................................................. i
Welcome .......................................................................................................................................... i
This Competency Unit ....................................................................................................................... i
Before you Start ............................................................................................................................... ii
Planning your Learning Programme ................................................................................................ ii
Self-Assessment Checklist ............................................................................................................... iii
How to use this Learner Guide ........................................................................................................ v
Using the Computer and Other Resources ................................................................................ vi
Methods of Assessment ............................................................................................................... vii
Quality Assurance ........................................................................................................................ vii
Element 1: Respond to the Service Needs of Customers ............................................................... 4
Self-Assessmnet Checklist ............................................................................................................ 9
Element 2 Identify Customers’ Needs ........................................................................................... 10
Self-Assessment Checklist .............................................................................................................. 14
Element 3 Satisfy the Needs Of Customers and The

Organization .................................................................................................................. 15
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Element 4 Use Customer Feedback to Improve Service Reliability ........................................... 20
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LG – ITCCOR0041D:
CONTRIBUTE TO PRODUCTIVE
RELATIONSHIP WITH CUSTOMERS
INTRODUCTION
Welcome
Welcome to the Learner Guide for the Unit of Competency, “CONTRIBUTE TO

PRODUCTIVE RELATIONSHIP WITH CUSTOMERS”. This is just one of a number of
Learner Guides produced for the Marketing and Promotions Skills stream of the Business
Services Industry, and it is designed to guide you, the learner, through a series of learning
processes and activities that will enable you to achieve the specified learning outcomes
for the competency unit.
The content of this guide was developed from the Competency Standard ITCCOR0041D,
which is one of the basic building blocks for the National Vocational Qualification of
Jamaica (NVQJ) certification within the industry. Please refer to your Learner Handbook
for a thorough explanation of standards and competencies, and how these relate to the
NVQJ certification.
You are also advised to consult the Competency Standard for a better understanding of
what is required to master the competency.
This Competency Unit
“Contribute to Productive Relationship With Customers” addresses the knowledge and

skills required to effectively contribute to productive relationship with customers. The
competency unit is comprised of the following elements:
Element 1: Respond to the service needs of customers
Element 2: Identify customers’ needs
Element 3: Satisfy the needs of customers and the organization
Element 4: Use customer feedback to improve service reliability
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As you go through each element, you will find critical information relating to each one
of them. You are advised to study them carefully so that you will be able to develop the
necessary knowledge, skills and attitudes for providing table service of alcoholic
beverages.
Before you Start
Before you start this Learner Guide, you need to:
a. Obtain a Learner’s Logbook that will be used to record evidence of your new
skills/competence. As you demonstrate your new skills, record your activities and
have your learning facilitator sign off on them. This will allow you provide evidence
of your competence when you are being assessed against the competency standard
b. Ensure that you have access to the facilities and equipment necessary for learning
c. Ensure that your learning resources are available
d. Know and observe the occupational health and safety standards/practices for the
industry. For example, ensure that you are wearing suitable clothing, that tools and
equipment are safe, and that the correct safety equipment is used
e. Plan your learning programme (see below)
f. Understand how to use this Learner Guide (see below)
Planning your Learning Programme
The following self-assessment checklist will assist you in planning your learning
programme as it will help you to think about the knowledge, skills and attitudes needed
to demonstrate competency in this unit. As you go through the checklist, you will be able
to find out what competencies you have already mastered, and which ones you will
need to pay more attention to as you go through the learning process.
To complete the checklists simply read the statements and tick the ‘Yes’ or ‘No’ box.
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Self-Assessment Checklist
Contribute to productive relationship with customers
Element 1 Respond to the service needs of customers Yes No
1. I can deal with customers in a polite and helpful manner ( ) ( )
2. I can handle stressful situations appropriately ( ) ( )
3. I can respond to queries in a manner that provides satisfaction to the ( ) ( )

customer
4. I can provide to customers, responses that give assurance that their ( ) ( )

needs are addressed
5. I can follow established procedures for dealing with customers’

needs to achieve the desired outcome ( ) ( )
6. I can communicate sensitive information to relevant persons with ( ) ( )

Discretion
7. I can establish contact promptly with customer ( ) ( )
Element 2 Identify customers’ needs Yes No
1. I can give customers appropriate opportunity to relate his/her needs

( ) ( )
2. I can structure and sequence questions to get the appropriate
( ) ( )
information as required
3. I can document customer’s responses to assist in action to be taken ( ) ( )
4. I can escalate customer information to the relevant person ( ) ( )
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Element 3 Satisfy the needs of customers and the organization Yes No
1. I can ensure that advice given is mutually satisfying to customer

and organization ( ) ( )
2. I can identify options for addressing the customer’s needs ( ) ( )
3. I can verify options that best fit the customer’s needs ( ) ( )
4. I can assist customers to select the best options that will satisfy
their needs ( ) ( )
5. I can cross-check customer information with co-workers as

required ( ) ( )
Element 4 Use customer feedback to improve service reliability Yes No
1. I can categorize feedback from customers to permit analysis and

decision-making by management ( ) ( )
2. I can record customer’s feedback ( ) ( )
3. I can verify and review feedback from customer with relevant staff
as required ( ) ( )
4. I can follow established procedures to review customer’s

observation/complaints ( ) ( )
5. I can identify possible staff breaches of operating guidelines ( ) ( )
6. I can take action to satisfactorily redress any offences meted out to

customers ( ) ( )
7. I can seek customer feedback to determine if advice given resulted

in desired outcome ( ) ( )
If you ticked all or most of the ‘Yes’ boxes, then you might not need to go through the
entire guide. Ask your learning facilitator to assist you in determining the most
appropriate direction for this competency.
If you ticked a few of the ‘Yes’ boxes or none at all then you should work through the
entire guide, even though some elements may be familiar to you.
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Plan your learning based on your answers. Be sure to involve your learning facilitator in
the planning process.
How to use this Learner Guide
This Learner Guide is designed to assist you in working and learning at your own pace.
We suggest that you:
 Go through the sections/elements as they are presented (starting at Section 1)
 Check your progress at each checkpoint to ensure that you understand the
material
 Observe the icons and special graphics used throughout this guide to remind you
of what you have to do to enhance your learning. The icons and their meanings
are as follows:
Complete Assessment Exercise

This exercise requires you to think about the knowledge
and skills that you have or will develop in this competency
unit.
Definition Box
Words/phrases are defined or explained in this box. The
words/phrases being explained are in bold print.
Checkpoint
This denotes a brain teaser and is used to check your
understanding of the materials presented. No answers are
provided for the questions asked
Activity
This denotes something for you to do either alone or with
the assistance of your learning facilitator.
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Reference
This points you to the reference materials and other
support documents or resources used in
compiling the unit content.
 Ask your learning facilitator for help if you have any problems with the
interpretation of the contents, the procedures, or the availability of resources
 Stop and complete each activity as you come to it. If the activity requires you to
perform an actual task, be sure to tell your learning facilitator when you get to
that activity so that he/she can make arrangements
 Get your learning facilitator to sign and date the Learner Logbook when you have
completed an activity
 Read the summary and complete the self-assessment checklist at the end of each
section or element
When you have worked through all sections of the guide, complete the assessment
exercise at the end of the document. When you can tick every ‘Yes’ box, you are ready
for assessment and may ask your learning facilitator to assist you in making the
arrangement to have your performance assessed.
Using the Computer and Other Resources
Where your activities refer you to the library, computer and Internet resources, ask your
learning facilitator to assist you with locating these resources. If you are getting your
training in an institution, there may be a library and computer laboratory. If this is not
the case, visit the local library and find out what resources are available.
If you are unable to use the computer and the Internet, someone should be able to show
you how to use these resources.
Please note that in many of your activities you have been referred to information on the
Internet. This is because the Internet has a vast amount of information that can help you
acquire the particular competencies. We would like to advise you, however, that we
cannot guarantee that all the sites will be available when you need them. If this happens,
ask your learning facilitator to assist you with locating other sites that have the
information you require.
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Methods of Assessment
Competency will be assessed while work is being undertaken under direct supervision
with regular checks, but may include some autonomy when working as a team. You are
advised to consult the associated competency standard for further details relating to the
assessment strategies.
Methods include:
 Practical demonstration
 Oral presentation
Quality Assurance
A feedback form is included at the back of each Learner Guide, so all users are afforded
the opportunity to document their concerns pertinent to the various aspects of the guide.
Such concerns will assist in the review process of the Learner Guides. Users are
encouraged to cut out the form, complete and submit same to the address provided.
You may now start your learning. Have fun while you work!
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LG – ITCCOR0041D:
CONTRIBUTE TO PRODUCTIVE
RELATIONSHIP WITH
CUSTOMERS
This unit is divided into four elements:

1. Respond to the service needs of customers
2. Identify customers’ needs
3. Satisfy the needs of customers and the organization
4. Use customer feedback to improve service reliability
Learning Outcomes
Upon completion of this unit you will be able to:
 Deal with customers in a polite and helpful manner

 Handle stressful situations appropriately
 Respond to queries in a manner that provides satisfaction to the customer
 Follow established procedures for dealing with customers’ needs, to achieve the
desired outcome
 Communicate sensitive information to relevant persons with discretion
 Establish contact promptly with customer
 Give customer appropriate opportunity to relate his/her needs
 Structure and sequence questions to get the appropriate information as required
 Document customers’ responses to assist in action to be taken
 Provide to customers, responses that give assurance that their needs are addressed
 Escalate customer information to the relevant personnel
 Cross-check customer information with co-workers as required
 Identify options for addressing the customers’ needs
 Verify options that best fit the customers’ needs
 Assist customers to select the best option that will satisfy their needs
 Ensure that advice given is mutually satisfying to customer and organization
 Seek customer feedback to determine if advice given resulted in desired outcome
 Record customers’ feedback
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 Verify and review feedback from customers with relevant staff as required
 Follow established procedures to review customers’ observations/complaints
 Identify possible staff breaches of operating guidelines
 Take action to satisfactorily redress any offences meted out to customers
 Categorize feedback from customers to permit analysis and decision-making by
management
INTRODUCTION TO CONTRIBUTE TO PRODUCTIVE RELATIONSHIP WITH

CUSTOMER
Establishing and building effective customer relationships is a key component in the
success of any business. It is essential to build strong customer relationships, as it gives
you the opportunity to individualize your customers and differentiate their needs. This
will expand your company because when you interact with your customers, you will
learn how to customize your products and services to aptly suite their needs. By
understanding the needs of your customers, you are, in essence, establishing your firm as
one that provides excellent customer service. Good customer service results in happy and
loyal customers.
When a customer is happy he/she will promote your business, which will increase the
probability of obtaining new customers who are seeking similar satisfaction. Design
multiple ways of interacting or keeping in touch with your customers. These may include:
 websites
 contact centres
 point of sale
 after-sale service
 newsletter
 promotions
In order to establish lasting relationships with your customers, it is essential that you are
aware that there are different types of customers:
 Internal customers
- managers
- co-workers
- branch associates
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 Customers with formal appointments

- job applicants
- business persons attending meetings
- customers or clients seeking information
 Customers without appointments

- persons seeking employment
- sales representatives
- well-known business associates
- maintenance personnel
 Regular customers
- postmen,
- delivery persons,
- security van drivers
 Unexpected customers
- family members and friends of staff members
Be mindful that a good relationship with each of the different types of customers is
essential to the bottom-line of any organization.
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ELEMENT 1: RESPOND TO THE SERVICE NEEDS OF CUSTOMERS
Deal With Customers in a Polite and Helpful Manner/ Respond to Queries in a Manner
That Provides Satisfaction to the Customer/ Establish Contact Promptly with
Customer/Provide Response to Customers that Give Assurance that Their Needs are
addressed
Good customer service dictates that you establish contact with your customers as
promptly as possible. It is significant that you ensure that customers feel welcome,
valued, and appreciated. Remember that you are the representative of the organization
and so you need to do so well and that customers who are happy are also customers
who will return for more business.
Being polite and courteous to your customers causes

them to feel valued. Politeness and kindness are elements
of professionalism, which is key to business success. By
being courteous you are encouraging the other individual
to reciprocate the action. When interacting with your
customers, you need to display a genuine concern for
their needs.
To demonstrate politeness and courtesy, especially when responding to customers
queries, you should:
 Respond promptly to the customers

 Greet customers in a warm, friendly, and energetic manner
 Address customers by name at all times
 Listen attentively to customers so that you may respond effectively
 Thank the customer at the beginning and end of a conversation
 Be efficient and friendly
 Empathize and be quick and concerned, especially if the customer is distressed
 Demonstrateappreciation
 Be professional
 Maintain eye contact
 Follow-up
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Throughout your interaction with your customer, you need to maintain that high level of
professionalism. In responding to the queries of your customer, your priority should be
to ensure his/her satisfaction. Customer queries should be handled quickly, accurately,
and professionally. This will encourage customer loyalty and repeat visits. When
customers are satisfied, they recommend the business to others and this will enhance the
reputation of the firm. The profitability of the firm will increase in tandem with increased
demand for its products and services.
CHECKPOINT
1. How can negative customer service affect an organization ?

2. What are some suggestions for being polite, when dealing with
customers ?
ACTIVITY
Role-play a scenario to demonstrate how you would respond to a

customer who walks into the office seeking information about a
product she ordered and has not received.
Handle Stressful Situations Appropriately

Dealing with stressful situations requires much tact and patience; however, it is
imperative that you handle them in a professional manner. Stressful situations may stem
from:
 high expectations
 abusive or angry customers
 poor ergonomics
 time pressures
 lack of communication
 miscommunication
 inexperience
 quotas
 work schedule
 everyday personal responsibilities
 lack of resources
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One situation that can cause you much stress and requires tact in handling is a difficult
customer. The way you handle the situation can impact your firm negatively or
positively. Below, are some suggestions for dealing with difficult customers:
 Remain calm.
 Do not take it personally.
 Listen attentively.
 Reassure the customer.
 Empathise
 Keep it factual.
 Apologise
 Allow the customer to express himself/herself.
 Be patient
 Find a solution.
 Thank the customer.
Dealing with customers can become stressful; therefore, it is

important that you discover ways of managing your stress
level so that it does not become over-powering and begin to
affect your performance on the job.
CHECKPOINT
1. What are some techniques that you could implement to

manage your stress level in the workplace.
2. What steps might you take to deal with an angry
customer?
ACTIVITY
Role-play a situation in which you had to deal with an angry

customer. How did you deal with the situation appropriately?
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Follow Established Procedures for Dealing with Customers’ Needs to Achieve the Desired
Outcome/ Communicate Sensitive Information to Relevant Persons with Discretion
Organizations generally have established policies and guidelines for handling customers’
issues of confidentiality. You need to educate yourself about these policies and guidelines
to ensure that you handle customer’s needs appropriately. Remember that your aim is to
satisfy your customers. After you have established the needs of the customer, use the
company’s guidelines to address these needs; if you are uncertain of a particular issue,
seek clarity from a colleague or a supervisor. Seek additional training if you constantly
find yourself in those situations.
Your company can be sued for not handling sensitive information appropriately;
therefore, precaution must always be taken when you are communicating such
information. Sensitive information may include:
 age
 address
 account information
 credit card information
 personal contact information
 name
 passwords
Take steps to communicate or safeguard sensitive information:

 Keep papers and other devices with information
locked away.
 Do not discuss confidential matters in the
presence of visitors.
 Destroy documents that are no longer in use.
 Ensure that confidential documents are stored in
locked and secured cabinets.
 Use pass code/password to prevent access to
digital information.
 Do not discuss sensitive information with customers in the office where it may be
overheard by others.
 Avoid discussing sensitive information over the telephone.
 Inform management immediately of any discrepancy which has been brought to
your attention.
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CHECKPOINT
How can you help to enhance the level of confidentiality

that currently exists in your company?
ACTIVITY
In small groups, role-play a situation where an extremely

valuable customer’s information was not handled with
discretion. How would you regain the customer’s trust in the
firm?
References
1. Adamopoulos, A. (2014). The importance of customer relationships for your

organization. Retrieved from http://www.emergn.com/the-importance-of-
customer-relationships-for-your-organization/
2. Bouavong, A. (2014). Importance of a Strong Relationship with Your Clients.

Retrieved from http://www.inboldsolutions.com/importance-building-strong-
relationship-clients/
3. Call Centre Helper. (2016) Dealing With Angry Customers. Retrieved from
https://www.callcentrehelper.com/dealing-with-angry-customers-152.htm
4. Meuwissen, A. (2017). The Importance of Being Polite & Professional.

Retrieved from http://www.outsell.com/blog/2010/11/23/the-importance-of-
being-polite-professional/
5. Wagner, R. (2012). Courteous Customer Service: 10 Ways to Outclass the

Competition. Retrieved from http://www.etiquettetrainer.com/courteous-
customer-service-outclass-competition/
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6. Walden, S. (2013). The Importance of Cultivating Customer Relationships.

Retrieved from http://mashable.com/2013/11/25/customer-
relationships/#3GcqvHSXIOqq
7. 7 Steps for Dealing With Angry Customers. (2013). Retrieved from

https://www.forbes.com/sites/thesba/2013/08/02/7-steps-for-dealing-with-
angry-customers/#60fca3d06d27
READY TO ASSESS YOUR COMPETENCE?

Now that you have completed this element, check if you have fully grasped all the
components by doing the following self-assessment:
Self-Assessment Checklist Yes No
1. I can deal with customers in a polite and helpful manner ( ) ( )
2. I can handle stressful situations appropriately ( ) ( )
3. I can respond to queries in a manner that provides satisfaction to

the customer ( ) ( )
4. I can follow established procedures for dealing with customers’

needs to achieve the desired outcome ( ) ( )
5. I can communicate sensitive information to relevant persons with

discretion ( ) ( )
6. I can establish contact promptly with customers

( ) ( )
7. I can provide to customers, responses that give assurance that
their needs are addressed ( ) ( )
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ELEMENT 2 IDENTIFY CUSTOMERS’ NEEDS
Give Customer Appropriate Opportunity to Relate his/her Needs/Structure and Sequence

Questions to get the Appropriate Information as Required/
Good customer service is about satisfying the needs of the

customer! How do you satisfy your customers’ needs if you
are not aware of them? An essential element of effective
customer service is the ability to assist the customer in
identifying his/her needs. In order to provide good customer
service, you need to be aware of the needs of the customer.
There may be instances when your customers are unable to
identify or express their needs and it becomes your
responsibility to do so.
There are steps or techniques that you can use to determine the requirements of your
customers. These may include:
 listening attentively
 asking pertinent and relevant questions
 seeking clarifications
 exercising patience
 taking notes
 paying attention to non-verbal or body language
 summarise conversation
Attentively listening is an important element is helping your customers to establish their

needs. Active listening requires that you really focus on the customer and not merely try
to determine what you will say after the customer has spoken. You have to listen for
emotions as well as words. You need to listen with eyes and ears and do not interrupt
the customer until he/she is finished speaking.
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You may need to ask pertinent and relevant

questions to obtain additional information or
to clarify a point. Choose your questions
carefully in order to achieve the objectives
and simultaneously make your customer feel
comfortable. Confirm your belief of the
customer’s needs and be patient. Pay
particular attention to the non-verbal cues of
the customer, such as his/her gestures, voice
quality, tone, and volume. Finally, you may
need to summarize the conversation to ensure
that there are no ambiguities regarding his/her needs.
CHECKPOINT
1. Why is it important to assess a customer’s needs?
2. What are possible steps in identifying a customer’s needs?
ACTIVITY
Develop a PowerPoint presentation, for your class, outlining and

explaining how you would determine the needs of a customer.
Include the importance of establishing customers’ needs, to the
performance of the company
Document Customer’s Responses to Assist in Action to Be Taken

It is always a good practice to document the outcomes or resolution of agreed actions to
be taken to resolve customer’s queries. This is a good practice in the event that you or
the customer forgets what resolutions were reached. There may also be times when you
take an action to resolve a customer’s query or complaints and the customer reports that
he/she is not in agreement with the particular resolution. Your documentation will be
evidence that the customer had agreed or disagreed. As such, it is in your best interest to
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document the customer’s responses to your offer to assist and the specific actions to be
taken.
CHECKPOINT
Why do you think it is important to document the customer’s

response to your offer to assist and the actions to be taken?
Escalate Customer Information to the Relevant Person

KEY CONCEPT
Escalate You will not be able to satisfactorily assist a customer in all

Escalating is referring a situations and so you will need to escalate the customer or
customer to another the issue to a colleague or a supervisor who is better able to
individual who is better handle the situation. You may need to escalate a customer for
able to deal with the a number of reasons. These may include:
customer in a

customer asks to speak with supervisor or someone in
satisfactory manner
authority
 customer’s request is outside of your level of authority
 customer’s request is too complex for you to handle
 customer’s complaints involve compensation
 lack of knowledge regarding customer’s request
When you escalate customer information it is a good practice to:

 Get information to the department as soon as possible.
 Obtain the name of the person to whom request was given.
 Obtain a follow-up date on the matter.
 Follow-up the matter on the specific date given.
 Give feedback to the customer regarding his or her business as soon as possible.
CHECKPOINT
1. What does the term escalate mean?
2. Under what circumstances would you escalate customer

information to another individual?
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References
1. Adamopoulos, A. (2014). The importance of customer
relationships for your organization. Retrieved from
http://www.emergn.com/the-importance-of-customer-relationships-for-your-
organization/
2. Foster, T. J. (1994). Office skills (4th ed.). London, England: Stanley Thornes.
3. George, M. J. & Jones, G. R. (2005).Understanding and managing organizational

behavior (4th ed.). Upper Saddle River, NJ: Prentice Hall.
4. Great Ways to Become More Hospitable. (2016). Retrieved from

http://businessamongmoms.com/2016/03/11/great-ways-to-become-more-
hospitable-with-your-customers/
5. Hanks, J., Fulton, D., & Patsy J. (1996).Procedures for the office professional (3rd
ed.). Ohio: South-Western Educational Publishing.
6. Meuwissen, A. (2017). The Importance of Being Polite & Professional. Retrieved

from http://www.outsell.com/blog/2010/11/23/the-importance-of-being-polite-
professional/
7. Stulz, K. M., Shumack,K. A., & Fulton-Calkins. (2013). Procedure and theory for
administrative professionals (7th ed.). Mason, OH: South Western Cengage
Learning.
8. The Art of Tact and Diplomacy. (2016). Retrieved from

http://www.skillsyouneed.com/ips/tact-diplomacy.html
9. The Importance of Meeting Customer Expectations (And How ToMeet Them!).

(2016). Retrieved from http://www.unitiv.com/intelligent-help-desk-
blog/bid/80165/The-Importance-of-Meeting-Customer-Expectations-And-How-to-
Meet-Them


August 2017

1. I can give a customer appropriate opportunity to relate his/her

needs ( ) ( )
2. I can structure and sequence questions to get the appropriate

information as required ( ) ( )
3. I can document a customer’s responses to assist in action to be taken ( ) ( )
4. I can escalate customer information to the relevant person ( ) ( )
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ELEMENT 3 SATISFY THE NEEDS OF CUSTOMERS AND THE

ORGANIZATION
Cross-Check Customer Information with Co-Workers as Required
Cross-checking customer information with a co- KEY CONCEPT

worker is an excellent practice; it helps to ensure
accuracy of information that is entered or Customer Data/Information
documented. Though this may be a good practice, This is information that is
you need to adhere to the policies and procedures of contained, especially in a file,
the company. You also need to determine the about various customers
sensitivity and security of the information before you
attempt to share it with others. Additionally, you
need to ensure that the information is shared with
someone who has a certain level of authority and can
provide accurate and complete cross-checking.
Validating information is a crucial component in providing

quality customer support, improving products and services,
and making informed decisions.
Cross-checking information helps you to ensure that the information:
 Is accurately recorded
 has correct spelling
 is adequate and appropriate for the particular situation
Customer information may include:
 customer name
 current address (home/business)
 contact information
 buying habits
 credit history
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CHECKPOINT
1. Why is it important to verify customer information with

co-workers?
2. Under what circumstances should you not share customer
information with colleague?
Identify Options For Addressing The Customer’s Needs/Verify Options That Best Fit The
Customer’s Needs/Assist Customers To Select The Best Option That Will Satisfy Their
Needs/Ensure That Advice Given Is Mutually Satisfying To Customer And Organization
After the needs of the customers have been determined,
you need to identify the various alternatives that are
available to address those needs. In offering alternatives or
options, be mindful that you should select options that
will satisfy the customer and simultaneously benefit the
company. Even though customer satisfaction is an essential
component of a business, remember that all for profit
businesses exist to make a return on their investment.
You need to be able to satisfy the needs of the customer while improving the bottom-
line of the business. It requires some amount of skill, knowledge, experience, or simple
expertise to be able to do this effectively. You need to be knowledgeable about the
products and services of the company, and you must know your customers.
Some managers may decide to cut cost relating to customer service in an attempt to meet
economic challenges. Some companies perceive customer satisfaction and service
efficiency as incompatible even though good customer service is vital to their success and
may offer them a competitive edge and the opportunity for
growth and expansion.
It can be a daunting task to satisfy the objectives of your
company and your customers; however, whatever decisions
you take, ensure that they are in keeping with the policies and
procedures of your company.
August 2017
CHECKPOINT
1. What are some challenges that companies face regarding

balancing business goals and customer satisfaction?
2. How do you propose these challenges be dealt with?
ACTIVITY
Role-play a scenario in which a specific company finds itself in the

position where it needs to satisfy one of its most valued customers at
the expense of making a sizeable profit. How would you deal with
the situation? Which Theory could you use to assist you in making
this very important decision?
References
1. Barnes, H. (2014). Getting the Balance Right – Your

business and Your Customers. Retrieved from
http://blogs.gartner.com/hank-barnes/2014/11/11/getting-the-balance-right-
your-business-and-your-customers/
2. Foster, T. J. (1994). Office skills (4th ed.). London, England: Stanley Thornes.
3. George, M. J. & Jones, G. R. (2005).Understanding and managing

organizational behavior (4th ed.). Upper Saddle River, NJ: Prentice Hall.
4. Hanks, J., Fulton, D., & Patsy J. (1996).Procedures for the office professional
(3rd ed.). Ohio: South-Western Educational Publishing.
5. Kolsky, E. (2011). Balancing The Competing Demands of Your Customers And

Your Busines. Retrieved from
http://www.sourcingfocus.com/uploaded/documents/Balance_The_Competing
_Demands_of_Your_Customers_And_Your_Business.pdf
August 2017
6. Kovac, M., Chernoff, J., Denneen, J., & Mukharji, P. (2009). Balancing
Customer Service and Satisfaction. Retrieved from
https://hbr.org/2009/03/strike-a-balance-between-custo
7. Pandey, R. (2015). Data Verification is an Important Factor for Retaining

Customers. Retrieved from https://www.linkedin.com/pulse/data-verification-
important-factor-retaining-customers-rajeev-pandey
8. Stulz, K. M., Shumack,K. A., & Fulton-Calkins. (2013). Procedure and theory
for administrative professionals (7th ed.). Mason, OH: South Western Cengage
Learning.
9. The Importance of Meeting Customer Expectations (And How To Meet

Them!). (2016). Retrieved from http://www.unitiv.com/intelligent-help-desk-
blog/bid/80165/The-Importance-of-Meeting-Customer-Expectations-And-How-
to-Meet-Them


August 2017

1. I can cross-check customer information with co-workers as required ( ) ( )
2. I can identify options for addressing the customer’s needs ( ) ( )
3. I can verify options that best fit the customer’s needs ( ) ( )
4. I can assist customers to select the best option that will satisfy their
needs ( ) ( )
5. I can ensure that advice given is mutually satisfying to customer and

organization ( ) ( )
August 2017
ELEMENT 4 USE CUSTOMER FEEDBACK TO IMPROVE SERVICE

RELIABILITY
Seek Customer Feedback to Determine If Advice Given Resulted in Desired Outcome/

Record Customer’s Feedback
KEY CONCEPT
If you intend to be successful, you must be able to use
Feedback the product and service information effectively.
Feedback about the product and the services must be
This is information that is one of the tools you use to satisfy the customer as well
given back to an individual, as to improve the quality of your products and
group, or organization, service. Customers are always seeking quality products
which relates to a service and services and if you are not satisfying their needs
product, or task that was and expectations they will find other businesses to do
done, to assist in improving so.
performance, product or
service.
Quality service and products are essential to the
success of any business. There are a number of
businesses that are currently struggling to improve
and retain customers. One bad experience by one
customer can significantly damage the reputation and
image of your business and result in the loss of
valuable customers. As such, companies need to
identify strategies for enhancing service and product
quality. There are several methods that can be used
to improve quality service and product; one such
method is feedback.
Feedback allows your customers, or stakeholders to provide their experience about your
products and services. Feedback is inexpensive and influential; it is a management tool
that can be used to direct the pathway for improvement of service and quality. It
provides data on how stakeholders perceive the service and product of your company.
August 2017
This data must be accurately recorded and analyzed in order for it to be beneficial to the
company. It helps managers in many ways; the analyzed data can be used to:
 make important and informed decisions

 provide motivation
 improve performance
 cause continuous improvement
 provide information for expected performance
 decrease costs
 promote employee loyalty
 improve retention
CHECKPOINT
Outline at least five (5) techniques that can be used to

enhance the quality of products/service in an organization.
ACTIVITY
Design a feedback instrument and use it to obtain feedback

from at least 20 learners who use the Tuck-shop service at
your institution. Ask your facilitator to review the instrument
before it is administered.
August 2017
Verify And Review Feedback from Customer with Relevant Staff as Required/Follow
Established Procedures to Review Customer’s Observation/Complaints
After you have collected the feedback of your stakeholders, the next step is to verify and
review them to determine their relevance or validity
to the organization. As is customary, companies
generally have established policies and procedures for
approaching different activities. When you are
reviewing customer feedback, you should adhere to
your company’s established procedures and
guidelines. Sometimes a company may have an
established dedicated team that is responsible for
dealing with feedback.
This team would verify, review, and analyze feedback data so that it becomes relevant
and useful to the company. The members of this team should have knowledge, skills, and
experiences in collecting and analyzing qualitative and quantitative data. They should be
familiar with manual analysis and analysis using software such as NVivo and SPSS.
CHECKPOINT
1. Do you believe that there should be a dedicated team for

verifying and reviewing customer feedback? Why or why
not?
2. Outline the relevance of ensuring that the members of the

research team have experience, knowledge, and skills in
collecting and analyzing quantitative and qualitative data.
August 2017
Identify Possible Staff Breaches of Operating Guidelines/Take Action to Satisfactorily

Redress any Offences Given to Customer
There are times when staff members may inadvertently or
deliberately breach operating procedures and in the process
offend a customer. These breaches must be identified and
corrective actions taken. Staff members are responsible for acting
in a manner that promotes the interest of the company.
Employees are not expected to intentionally misuse or abuse
resources provided by the company.
Employees are expected to act in a professional manner at

KEY CONCEPT
all times, especially while they are on the premises of the
company. Additionally, they are expected to: Breach
 engage in activities in a manner that promotes the Breach is a violation of rules,
image and reputation of the company responsibilities, or
 wear appropriate safety and protective gears as obligations. Or simply, going
required against an established
 comply with the standard operating procedures of standard.
the company
 secure confidential information and workplace areas
that require high level security
 avoid sharing passcodes
 avoid discussing confidential information with unauthorized individuals
 report all breaches, that are observed, to the relevant personnel
In the event that a customer is negatively impacted by a breach, appropriate actions must
be taken to satisfactorily address the situation. This is absolutely necessary because when
customers’ complaints are not satisfactorily resolved they will complain to other
customers or prospective customers and this can be damaging for the company. It is
important to always remember the value of one customer and the impact that he/she can
have on the future success of your business. Be careful in your approach to dealing with
customers’ complaints. Below are suggestions for dealing with customers’ complaints:
- Provide customers with the opportunity to complain.

- Give customers your full and undivided attention.
- Listen attentively
- Empathize with the customers
- Ask key questions to fully understand the complaint
August 2017
- Agree that a problem exists; never argue.

- Apologize for the problem.
- Resolve the complaint.
- Thank the customer for bringing the complaint to your attention.
CHECKPOINT
1. What are some behaviors that employees are expected to

display in regards to breaches in the workplace?
2. Outline steps that can be taken to satisfactorily handle
customer’s complaints
ACTIVITY
Role-play a scenario in which a customer had a bad

experience and came to the administrative office to state her
issues. Role-play a negative and the positive way of handling
the issue.
August 2017
References
1. Foster, T. J. (1994). Office skills (4th ed.). London, England:

Stanley Thornes.
2. George, M. J. & Jones, G. R. (2005).Understanding and

managing organizational behavior (4th ed.). Upper Saddle River, NJ: Prentice
Hall.
3. Great Ways to Become More Hospitable. (2016). Retrieved from

http://businessamongmoms.com/2016/03/11/great-ways-to-become-more-
hospitable-with-your-customers/
4. Hanks, J., Fulton, D., & Patsy J. (1996).Procedures for the office professional
(3rd ed.). Ohio: South-Western Educational Publishing.
5. Houlding,D. (2016). 6 Most Common Types of Healthcare Data Security.

Retrieved from https://itpeernetwork.intel.com/6-most-common-types-of-
healthcare-data-security-breaches/
6. Meuwissen, A. (2017). The Importance of Being Polite & Professional.

Retrieved from http://www.outsell.com/blog/2010/11/23/the-importance-of-
being-polite-professional/
7. Pandey, R. (2015). Data Verification is an Important Factor for Retaining

Customers. Retrieved from https://www.linkedin.com/pulse/data-verification-
important-factor-retaining-customers-rajeev-pandey
8. Stulz, K. M., Shumack,K. A., & Fulton-Calkins. (2013). Procedure and theory
for administrative professionals (7th ed.). Mason, OH: South Western Cengage
Learning.
9. The Art of Tact and Diplomacy. (2016). Retrieved from

http://www.skillsyouneed.com/ips/tact-diplomacy.html
10. The Importance of Meeting Customer Expectations (And How ToMeet

Them!). (2016). Retrieved from http://www.unitiv.com/intelligent-help-desk-
blog/bid/80165/The-Importance-of-Meeting-Customer-Expectations-And-How-
to-Meet-Them
August 2017


1. I can seek customer feedback to determine if advice given resulted

in desired outcome ( ) ( )
2. I can record customer’s feedback ( ) ( )
3. I can verify and review feedback from customer with relevant staff
as required ( ) ( )
4. I can follow established procedures to review customer’s

observation/complaints ( ) ( )
5. I can identify possible staff breaches of operating guidelines ( ) ( )
6. I can take action to satisfactorily redress any offences given to

customer ( ) ( )
7. I can categorize feedback from customers to permit analysis and

decision-making by management ( ) ( )
August 2017
Learning Resources Development Department

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August 2017

Contribute To Productive Relationship With Customers

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CONTRIBUTE TO PRODUCTIVE RELATIONSHIP WITH CUSTOMERS

HEART TRUST/NATIONAL TRAINING AGENCY

Learning Resources Development Unit

Element 1: Respond to the Service Needs of Customers ............................................................... 4

Self-Assessmnet Checklist ............................................................................................................ 9

Element 2 Identify Customers’ Needs ........................................................................................... 10

Self-Assessment Checklist .............................................................................................................. 14

Element 3 Satisfy the Needs Of Customers and The

Self-Assessment Checklist .............................................................................................................. 19

Element 4 Use Customer Feedback to Improve Service Reliability ........................................... 20

Self-Assessment Checklist .............................................................................................................. 26

Welcome to the Learner Guide for the Unit of Competency, “CONTRIBUTE TO

This Competency Unit

“Contribute to Productive Relationship With Customers” addresses the knowledge and

Element 1: Respond to the service needs of customers

Element 2: Identify customers’ needs

Element 3: Satisfy the needs of customers and the organization

Element 4: Use customer feedback to improve service reliability

Before you Start

Before you start this Learner Guide, you need to:

c. Ensure that your learning resources are available

e. Plan your learning programme (see below)

f. Understand how to use this Learner Guide (see below)

Planning your Learning Programme

Element 1 Respond to the service needs of customers Yes No

1. I can deal with customers in a polite and helpful manner ( ) ( )

2. I can handle stressful situations appropriately ( ) ( )

3. I can respond to queries in a manner that provides satisfaction to the ( ) ( )

4. I can provide to customers, responses that give assurance that their ( ) ( )

5. I can follow established procedures for dealing with customers’

6. I can communicate sensitive information to relevant persons with ( ) ( )

7. I can establish contact promptly with customer ( ) ( )

Element 2 Identify customers’ needs Yes No

1. I can give customers appropriate opportunity to relate his/her needs

3. I can document customer’s responses to assist in action to be taken ( ) ( )

4. I can escalate customer information to the relevant person ( ) ( )

Element 3 Satisfy the needs of customers and the organization Yes No

1. I can ensure that advice given is mutually satisfying to customer

2. I can identify options for addressing the customer’s needs ( ) ( )

3. I can verify options that best fit the customer’s needs ( ) ( )

5. I can cross-check customer information with co-workers as

1. I can categorize feedback from customers to permit analysis and

2. I can record customer’s feedback ( ) ( )

4. I can follow established procedures to review customer’s

5. I can identify possible staff breaches of operating guidelines ( ) ( )

6. I can take action to satisfactorily redress any offences meted out to

7. I can seek customer feedback to determine if advice given resulted

How to use this Learner Guide

We suggest that you:

 Go through the sections/elements as they are presented (starting at Section 1)

Complete Assessment Exercise

Using the Computer and Other Resources

This unit is divided into four elements:

Upon completion of this unit you will be able to:

 Deal with customers in a polite and helpful manner

INTRODUCTION TO CONTRIBUTE TO PRODUCTIVE RELATIONSHIP WITH

 Customers with formal appointments

 Customers without appointments

ELEMENT 1: RESPOND TO THE SERVICE NEEDS OF CUSTOMERS

Being polite and courteous to your customers causes

 Respond promptly to the customers

1. How can negative customer service affect an organization ?

Role-play a scenario to demonstrate how you would respond to a