| 1 | build their customer’s confidence that the service they give will be excellent | 1.1 | show that they behave assertively and professionally with customers |
| 1.2 | allocate the time they take to deal with their customer following organisational guidelines |
| 1.3 | reassure their customer that they are doing everything possible to keep the service promises made by the organisation |
| 2 | meet the expectations of their customers | 2.1 | recognise when there may be a conflict between their customer’s expectations and your organisation’s service offer |
| 2.2 | balance their customer’s expectations with their organisation’s service offer by offering an alternative or explaining the limits of the service offer |
| 2.3 | work effectively with others to resolve any difficulties in meeting their customer’s expectations |
| 3 | develop the long-term relationship between their customer and their organisation | 3.1 | give additional help and information to their customer in response to customer questions and comments about their organisation’s services or products |
| 3.2 | discuss expectations with their customer and explain how these compare with their organisation’s services or products |
| 3.3 | advise others of feedback received from their customer |
| 3.4 | identify new ways of helping customers based on the feedback customers have given them |
| 3.5 | identify added value that their organisation could offer to long-term customers |
| 4 | know how to develop customer relationships | 4.1 | describe their organisation’s services or products |
| 4.2 | explain the importance of customer retention |
| 4.3 | explain how their own behaviour affects the behaviour of the customer |
| 4.4 | describe how to behave assertively and professionally with customers |
| 4.5 | describe how to defuse potentially stressful situations |
| 4.6 | identify the limitations of their organisation’s service offer |
| 4.7 | compare how customer expectations may change as the customer deals with their organisation |
| 4.8 | identify the cost and resource implications of an extension of the service offer to meet or exceed customer expectations |
| 4.9 | explain the cost implications of bringing in new customers as opposed to retaining existing customers |
| 4.10 | identify who to refer to when considering any variation to their organisation’s service offer |