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Understanding your organisation


Know the purpose of the business and what ‘brand promise' means
Know your organisation’s core values and how they link to the service culture
Know the internal policies and procedures, including any complaints processes and digital media policies that are relevant to you and your organisation


Your role and responsibility


Understand your role and responsibility within your organisation and the impact of your actions on others
Know the targets and goals you need to deliver against

Product and service knowledge 


Understand the products or services that are available from your organisation and keep up-to-date



Interpersonal skills


Use a range of questioning skills, including listening and responding in a way that builds rapport, determines customer needs and expectations and achieves positive engagement and delivery



Depending on your job role and work environment:
Use appropriate verbal and non-verbal communication skills, along with summarising language during face-to-face communications; and/or
Use appropriate communication skills, along with reinforcement techniques (to confirm understanding) during non-facing customer interactions

Dealing with customer conflict and challenge


Demonstrate patience and calmness
Show you understand the customer’s point of view
Use appropriate sign-posting or resolution to meet your customers needs and manage expectations
Maintain informative communication during service recovery

Knowing your customers


Understand who customers are
Understand the difference between internal and external customers
Understand the different needs and priorities of your customers and the best way to manage their expectations, knowing how to adapt your style to be highly effective

Meeting regulations and legislation


Know the appropriate legislation and regulatory requirements that affect your business
Know your responsibility in relation to this and how to apply it when delivering service


Customer experience


Understand how establishing the facts enable you to create a customer-focused experience and appropriate response
Understand how to build trust with a customer and why this is important

Systems and resources

Know how to use systems, equipment and technology to meet the needs of your customers.
Understand types of measurement and evaluation tools available to monitor customer service levels.

Influencing skills


Provide clear explanations and offer options in order to help customers make choices that are mutually beneficial to both the customer and your organisation

Personal organisation


Be able to organise yourself, prioritise your own workload/activity and work to meet deadlines

Knowlege and Skills 

Providing customer service for organisations including

face-to-face, telephone,digital and written communication

The role of a customer service practitioner is to deliver high-quality products and services# to the customers of their organisation. Their core responsibility is to provide this service to customers from the workplace, digitally, or through visiting the customer face to face.

These may be one-off or routine contacts and include dealing with orders, payments, offering advice, guidance and support, meet-and-greet, sales, fixing problems, aftercare, service recovery or gaining insight through measuring customer satisfaction.

This apprenticeship can be used for customer service in any sector

Grey Seal support Customer Service Practitioners to have the knowledge, skills and behaviours to deliver on their responsibilities and personally develop within their role.
They will learn new ideas, theories and methods as well as consolidating existing knowledge and experience. Having this knowledge and with the support of their Trainer, they will have the confidence to put new knowledge into practice.


Completion of this apprenticeship will lead to eligibility to join the

Institute of Customer
Service as an Individual member at the Professional level.


Level 2 Standard 


All Trainers are qualified subject specialists with strong experience within the sector. They will use

use a variety of training methods and resources that can include:

● Trainer led group training sessions / workshops face to face or online using video conferencing

● Individual training sessions face to face, telephone or video conferencing

● Resources – paper based, electronic and signposted external resources

● Online portfolio that can be accessed by learner and designated organisational contact

● Virtual learning environment

Individualised approach

● Access to a Trainer through the portfolio, phone, text, email, IM 

● Follow a personalised programme for Maths and English

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