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LG- ITCCOR0121A

FULFIL CUSTOMER REQUESTS

LEARNER GUIDE
FULFIL CUSTOMER REQUESTS

Published by

HEART TRUST/NATIONAL TRAINING AGENCY

Produced by

Learning Management Services Department
Gordon Town Road
Kingston 7
Jamaica W
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This material is protected by copyright
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*** 2005 ***

Version 1 LRDU DEC
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1
Welcome
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1
Before you start
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2
Self- Assessment Checklist
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6
Method of Assessment
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6

Element 1: Receive customer request
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17

Element 2: Arrange fulfilment
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20

Element 3: Monitor and manage supply contingencies
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23

Version 1 LRDU DEC
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This is just one of a number of Learner Guides produced for the Customer Service skills
stream of the Information Technology and Communications 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
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Please refer to your
Learner’s Handbook for a thorough explanation of standards and competencies, and how
these relate to the NVQ-J certification
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This Competency Unit
“Fulfil customer requests ” addresses the knowledge and skills requirements for
effectively fulfilling customer requests
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You are advised to study them carefully so that you will be able to develop the necessary
knowledge, skills and attitudes for fulfilling customer requests
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FULFIL CUSTOMER REQUESTS

Before you start
Before you start this Learner Guide, you need to:
a
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You will use it to record evidence of your new
skills/competence
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This will allow you to provide
evidence of your competence when you are being assessed against the competency
standard
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Ensure that you have access to the facilities and equipment necessary for learning
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Ensure that your learning resources are available
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Ensure that you are wearing suitable clothing, that tools and equipment are safe, and
that the correct safety equipment is used
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Plan your learning programme (see below)
f
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As you go through the checklist you will be able
to find out what aspects of the elements you have already mastered and which ones you
will need to pay more attention to as you go through the learning process
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You should do this exercise now
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FULFIL CUSTOMER REQUESTS

Self-Assessment Checklist
- Fulfil customer requests

Element 1

Yes

No

I can acknowledge customer or agent using standard phrases
within policy and established procedures

( )

( )

I can identify customer request using active listening and
empathy as appropriate

( )

( )

I can identify and recommend options to satisfy the customer
request within policy and established procedures

( )

( )

4
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I can discuss and agree on a commitment to meeting the
customer request

( )

( )

Yes

No

1
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3
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I can record customer request details in appropriate systems

( )

( )

2
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I can inform the customer of progress at appropriate intervals

( )

( )

3
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Monitor and manage supply contingencies

Version 1 LRDU – DEC
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I can call ends with expression of appreciation

( )

( )

6
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Cont’d

How did you do?
If you ticked all or most of the ‘Yes’ boxes then you might not need to go through the
entire guide
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If you ticked a few of the ‘Yes’ boxes or none at all then you should work through all of
the guide, even though some of the material may be familiar to you
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Be sure to involve your learning facilitator in
the planning process
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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 have understood the
material

•

Observe the icons and special graphics used throughout this guide to remind you of
what you have to do and to enhance your learning
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FULFIL CUSTOMER REQUESTS

Complete Assessment Exercise
This exercise requires you to think about the knowledge and
skills that you ha ve or will develop in this competency unit
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The
words/phrases being explained are in bold print
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No answers are
provided for the questions asked
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Reference
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
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If the activity requires that you perform an
actual task, be sure to tell your learning facilitator when you get to that activity so that
he/she can make any arrangements, if necessary
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•

Complete the self-assessment checklist at the end of each section or element
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When you have worked through all elements of the guide, and when you can tick every
‘Yes’ box, you are ready for assessment and should ask your learning facilitator to assist
you in making the arrangements to have your performance assessed
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If you are getting your
training in an institution, there may be a library and a computer laboratory
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If you are new to the computer and the Internet, someone in the computer room should be
able to show you how to use these resources
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This is because the Internet has a vast amount of information that can help you
in acquiring the particular competencies
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If this happens,
ask your learning facilitator to assist you in locating other sites that have the information
you require
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This may be in a real workplace or a simulated situation that accurately
relates to the work situation
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Quality Assurance
A feedback form is included at the back of each learner guide, so all users are given an
opportunity to document any concerns which they may have in regard to the any aspect
of the guide
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Users are encouraged
to complete the form and send it to the address given
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Have fun while you work!

Version 1 LRDU – DEC
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Your learning facilitator is there to assist you
through the various activities, so that on completion you should be able to:
1
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Identify customer requests using active listening and empathy as appropriate
3
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Explain features and benefits of products or services
5
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These phrases ensure that a
professional image of the organization is presented at all times
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Make sure that
the phrases you use and your tone of voice convey a positive and welcoming
image
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Establish the identity of the customer
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How may we assist you?”

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Practise your scripts with a colleague
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Good listening skills are essential in helping you to interpret your customer’s requests
and identify his/her needs
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Your customers will continue to do business with your
company if their interaction with you makes them feel that you:
•
•
•
•

Care about them
Listen to them
Respect their point of view
Will try to resolve their problems

When you listen actively, you’ll not only be able to repeat what the customer has said,
but how he/she feels about it
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An empathic response requires that your comments reflect what your customer has told
you
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You will be able to do this if you:
•
•
•
•
•
•

Listen with your heart as well as your head – this means listening to the
customer’s feelings as well as his/her words
Show him/her that you understand how he/she feels
Apologize when necessary
Commit to finding mutually acceptable ways of resolving the problem
Use a warm, friendly and encouraging tone
Be sincere

In your interactions with the client you must avoid erecting barriers to active listening
and empathy
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CHECKPOINT
•
•

Identify five barriers to active listening and empathy and explain
the steps that you can take to eliminate them
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ACTIVITY
Engage your colleague in a discussion as a means of demonstrating
and examining various active listening techniques
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Refer to: Active listening and empathy
http://www
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wa
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au/callcentre2/toolbox/intranet/asm/act_list
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There are five main types of questions:

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When used,
they act as a springboard for your client to open up and give you sufficient information
that will allow you to match products and services to meet his/her needs
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They are
useful for confirming accuracy of information
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Probing Questions
Probing questions are used to find out more specifics about the customer’s request
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Reflective Questions
In a customer service environment, reflective questions are useful for establishing the
benefits of the product or service you are offering
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Clarifying Questions
Clarifying questions are used to verify information you have already received from the
customer
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Version 1 LRDU – DEC
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•
•
•
•
•
•

Do you have a credit card? (open)
Can I help you? (open)
You want ten jackets and six skirts in the following
colours…(Clarifying )
We can deliver your bed any week-day between 10:00 a
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and
3:00 pm (closed)
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5% whereas saving 10% will give you a
loan interest rate of 19%
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Savannah Heights is a very large neighborhood
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Refer to: Effective Questioning Techniques
http://www
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org/iim/ecdi0072
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In presenting the various options that are available you should:

Version 1 LRDU – DEC
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Pricing options
are based on:
•
•
•
•

Quantity
Payment method
Package deals
Installation or maintenance charges

Tip! Where possible, avoid discussing the price until you have discussed the
product/service features and benefits
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Opportunity to Question Options
Customers often have concerns about whether the product or service will suit his/her
needs and whether the price falls within his/her budget
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If the customer offers any objections, you
should go back to the product features and benefits, highlighting the benefits so that
he/she can see how using the product/service will add value to his/her life
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EXPLAIN FEATURES AND BENEFITS

Features - the characteristics of
a product or service such as
weight, height or colour
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A feature is the distinctive or unique
aspect/attribute of a product or service; a fact that is true about a product or service
whether it is tangible or intangible
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LG- ITCCOR0121A

•
•
•
•
•
•
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FULFIL CUSTOMER REQUESTS

The safety feature of the chopper that prevents you from starting the chopper
without the lid in place
The ability of the food processor to chop, grind, blend, shred and cut vegetables
into fancy shapes
The material from which the jacket is made, its length, positioning or depth of its
pockets
The carpet cleaner that clean not only rugs and carpets but has attachments for use
in cleaning drapery and upholstery
The stereo that has phenomenal range and surround sound
The service package that offers flexible hours
The laundry service that offers ironing, folding and home delivery

Benefits - the advantages the
customer gains from using a
product or service
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A feature becomes a benefit when it fulfils the customer’s needs
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Customers are mainly interested in what a product or service will do for him/her
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This
means that you will need an in-depth knowledge of the features and benefits of the
products and services that you are selling
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Remember, a customer is generally motivated by emotional or rational needs when
purchasing a product or service
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Your customer will
purchase a product based on the perception of the benefits s/he is likely to receive

Version 1 LRDU – DEC
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You are much better off using simple words and phrases that the customer can relate to
and understand
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Respond to
any objections that you may be give n
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Refer to: Managing customer objections
http://www
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wa
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au/callcentre2/toolbox/intranet/asm/cust_obj
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westcoast
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edu
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htm Click on Resources/Magazines/Winning Sales /Features tell benefits sell!
Sites visited December 2005

Version 1 LRDU – DEC
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Commitment - the way you
carry out any agreed course of
action designed to fulfil
customer requests
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05

Explain the reason for taking ownership of a customer’s request
How can you keep your promise to the customer?
What does ‘doing it right the first time’ mean?

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ACTIVITY
Discuss and agree on a commitment to meeting a request that a team
mate acting as your customer, makes
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westcoast
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edu
...
htm

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Features and benefits of products or services are explained

( )

( )

5
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2
...


4
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Checklist 2
1
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3
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LG- ITCCOR0121A

ELEMENT 2:

FULFIL CUSTOMER REQUESTS

ARRANGE FULFILMENT

LEARNING OUTCOMES

As you go through this element you will acquire the necessary knowledge, skills and
attitudes to arrange fulfilment
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Record customer requests details in appropriate systems
2
...

The actions to be taken in fulfilment of customers’ needs have as their end-result
supplying the products, services or information to the customer in a timely and efficient
manner
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Fulfilment processes can also include:
•
•
•
•
•
•

Customer service
Technical support
Inventory management
Processing refunds
Returns
Warranty claims

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Subsequent to that you must arrange for the supply of
products or services to the customer
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Once you have completed this aspect of the fulfillment process you must arrange for the
provision of the products and service to the customer as agreed
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Impress on your
colleagues the importance of keeping you abreast of any changes that will affect your
commitment to the customer
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CHECKPOINT
Outline the 5 approaches to order fulfilment discussed in the article
‘5 approaches to order fulfilment’ referenced below
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westcoast
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edu
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htm and complete the activity (Your task)
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Refer to: Arrange fulfillment
http://www
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wa
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au/callcentre2/toolbox/231/activities/arr_fulfil/inde
x
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nightcats
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html Sites visited December, 2005

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2
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2
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LG- ITCCOR0121A

ELEMENT 3:

FULFIL CUSTOMER REQUESTS

MONITOR AND MANAGE SUPPLY CONTINGENCIES

LEARNING OUTCOMES

As you go through this element you will acquire the necessary knowledge, skills and
attitudes to monitor and manage supply contingencies
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Make regular checks on supply of products or services to customers
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Inform the customer of progress at appropriate intervals
3
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Monitor customer satisfaction at each stage of the supply process
5
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Observe legislation, codes, regulation and standards throughout transaction

MAKE REGULAR CHECKS AND INFORM CUSTOMER OF PROGRESS

Your job does not end when you’ve taken the customer’s order
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Monitoring the progress of the order and managing the delivery process are important
aspects of your job
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You must always provide clear explanations to your customer once there are any
changes to the agreement made
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The customer must be
advised immediately, making sure that he/she is given an explanation for the delay
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You
should agree on a new time/date for delivery
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Be sure to keep him/her constantly updated making
sure to apologize for any inconveniences caused
...

You must be diligent and monitor customer satisfaction at each stage of the supply
process
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Do you detect anger, sarcasm, frustration or annoyance in
his/her voice? If you do, that’s a clear indication that he/she is not satisfied
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Therefore, you should always
terminate your call by thanking the customer for his/her business
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”
“Do not hesitate to call if you need further information”

ACTIVITY
With your classmate playing the role of a customer whose order will
be 3 days late, demonstrate how you would explain the cause of the
delay to him/her
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OBSERVE LEGISLATION, CODES, REGULATIONS, AND STANDARDS
THROUGHOUT TRANSACTION

The call/ contact industry is fairly regulated and there are various types of regulatory
mechanisms in place
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It is your responsibility as an agent
to ensure that you adhere to the rules of the industry
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Identify
situations or case studies where having a particular legislation has been
beneficial to the organization and its employees
Your facilitator will provide guidance and/or arrange for a legal
representative to explain aspects of the appropriate legislations
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Candidate Handbook
Heinemann Educational Publishers, 2002
Halley Court, Jordon Hill, Oxford OX28EJ

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Customer is informed of progress at appropriate intervals

( )

( )

3
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Calls are ended with expression of appreciation

( )

( )

6
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2
...


4
...


6
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4
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Learning Management Services Department
Learning Resources Development Unit
Learner Guide Feedback Form
Your feedback on the Learner Guides is important to us
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For each
component tick [v ] the appropriate column
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Tel: 977-1700-5; Fax: 977-1115/9771707
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