EKIT Customer Service Cert Unit 1 - J-600-1003 TB

© HABCT he Cer tifica t e inKNO WLEDGEKITWLEDGEKITKNOName:Learner N°:Assessor/IQA:Start Date:End Date:Customer ServiceUnit: J / 600 / 1003

J/600/1003T extbookDelivery of ef fective customer service

2V4: February 2019J/600/1003Describe the Principles of Customer ServiceOne of the main reasons an organisation may succeed or fail in this competitive world is down to the level of customer service it delivers to its customers. In this section of the textbook, you are going to look at customer service and the impact it has on the performance of an organisation.Customer service is what an organisation does to meet customers’ expectations and therefore provide customer satisfaction.Identify the purpose of customer service Customer service is a phrase you hear a lot. In the competitive world in which organisations operate, the delivery of excellent customer service is critical to the success of each organisation. But why is this, and what is the purpose of customer service?Consider an example of when you have received poor customer service.What made it poor? How did you feel?The purpose of customer service is being able to meet or even exceed a customer’s wants and needs. Good organisations aim to consistently exceed a customer’s expectations. Meeting or exceeding a customer’s needs builds the relationship between an organisation and that customer thus encouraging that customer’s loyalty. Loyal customers will use the organisation more often and also provide positive comments about the organisation to other people they know. Therefore the benefits of excellent customer service can include increased sales and profits.The purpose of customer service is to meet and exceed customers’ expectations thus increasing customer satisfaction and (where applicable) sales and profits.Describe how customer service affects the success of the organisationProviding excellent customer service is one of the main things an organisation can do to make it stand out from the competition. The world of business, regardless of the sector, is highly competitive and organisations are always looking for ways to continue to appeal to their existing customers and to win new customers. Key pointThink aboutKey pointCUSTOMER SERVICE

3V4: February 2019J/600/1003The level of customer service can therefore have a huge impact on the success of a business or organisation. If an organisation delivers excellent levels of customer service it can help to keep its existing customers happy, so they will continue to spend money with the business and may even spend more money with the business. This will increase sales and profits.If a business has a good reputation for high levels of customer service, it will often attract new customers and therefore increase sales and profits even more. This creates job security and a more positive working environment for employees. The opposite is true if an organisation delivers poor customer service. It will lose its existing customers and fail to attract new customers, therefore reducing sales and profits. This can threaten the very existence of the organisation and the jobs of the people who work for it.In the case of not-for-profit organisations, customer service is still vital to the success of the organisation but it will be measured in ways other than sales and profits. In the case of the health service, for example, customer satisfaction will be measured by the success and timely completion of projects, such as treatments.Good customer service can enhance an organisation’s reputation and increase sales and profits for the organisation, where applicable. Describe the different types of customer of an organisation An organisation can have many different types of customer. There are external customers, such as the people who buy their products or use their services, and there are also internal customers, such as different departments within the same organisation. Customers can be individuals or other organisations.Can you identify the different types of customer you deal with regularly?External customersExternal customers can fall into a number of different categories.• Loyal customers: these tend to account for a large part of an organisation’s sales/profits. They are happy with the products offered and the standards of service they receive. Organisations depend heavily on their loyal customers and must look after them if they wish to keep them.• Discount customers: these tend to buy from an organisation only when discounts or sale prices are offered. Key pointThink about

4V4: February 2019J/600/1003They can be encouraged to buy from an organisation via special offers and discounts, so marketing is an important part of maintaining a relationship with this type of customers.• Impulse customers: these customers tend to buy on impulse and can therefore be more difficult to sell to. They may not have very high levels of loyalty to the business and the challenge for the organisation is to present this type of customers with products or services that will stimulate them to buy.• Need-based customers: these customers tend only to buy products or services that they have a specific need for. These customers need to be handled in a very positive way to show them reasons to buy from an organisation - if not handled the right way, there is a high chance of losing them.• Wandering customers: these are the least profitable type of customer and sometimes do not know what to buy. They will often visit an organisation just to confirm what it offers and to compare it against its competitors. They must be properly informed to make a buying decision and the way they are treated often influences which organisation they then decide to buy from.It is important that an organisation caters for a wide range of different needs but it must also focus its efforts on meeting the needs of the majority of its customers, in particular its loyal customers, as these tend to account for the bulk of sales and profits.Pareto’s lawThis is commonly called the 80/20 rule. Italian economist Vilfredo Pareto observed in 1906 that 80% of the land in Italy was owned by 20% of the population.It is a commonly accepted principle that in business 80% of your sales come from 20% of your customers.Internal customers Internal customers are those people that help to serve the external customers. These could include people who work in different departments of an organisation, some of whom may not always deal directly with the external customer but can have a major impact on the level and quality of service delivered. For example, if a person works in a warehouse receiving deliveries for a department store, their internal customers are the people who work on the sales floor, as they need the deliveries to stock the displays.

5V4: February 2019J/600/1003It is therefore important to provide excellent customer service to the internal customers so that they in turn can provide excellent service to the external customers. If the internal customer service in an organisation is not good it can, and often does, affect the standard of the external customer service. Organisations can have a number of different types of customer both externally and internally, andlooking after their needs is the key to providing excellent customer service.Identify the range of customers’ needsFor an organisation to be successful, it must be able to identify the needs of its customers and then respond by servicing them.Customers’ needs can fall into a number of categories, including:• price of product or service• quality• reliability• timescales• promises are kept• value for money• standards of service• presentation• staff attitude and knowledge• products fit for purpose• customers’ physical needs, e.g. provision of seating, toilets or wheelchair access• car parking• communication methodsIt is also important to identify specific customer’s needs, relating, for example, to language, culture, health, age or learning difficulties.An organisation needs to have processes in place to understand what really matters to its internal and external customers so it can then meet these needs.For an organisation to be successful it must be able to identify and service its customers’ needs.Think aboutThink about

6V4: February 2019J/600/1003Identify the customer service information that may be retained One very important way in which an organisation can improve its customer service is by acting on information it collects and retains. The types of information an organisation may find useful to collect include:• customers’ names, addresses and contact details• their purchasing history and buying habits• customers’ comments on particular products or services• records of customers’ complaints• conducting surveys to discover customers’ interests or preferencesUsing all these various pieces of information can help an organisation to communicate effectively with its customers and to understand more about what is important to particular customers. The organisation can then adjust its products and services to meet the needs and requirements of the customer.An example of this could be by tracking a customer’s purchasing history, as the organisation can tell what products or services appeal most to this customer. The organisation can then target future marketing campaigns to that customer, and others with a similar purchasing history, to make them aware of new products or services that may appeal to them or price promotions that may stimulate them to buy.Acting on information collected and retained helps to improve customer service by making the organisation aware of a customer’s needs and preferences and the performance of products and the organisation.The collection and storage of customers’ information is subject to the Data Protection Act and the General Data Protection Regulation, which will be covered later.Identify the difference between providing a product and providing a service Organisations will provide products or services or both. A product is a tangible thing: something like a coat or a television or a car. The customer buys the product and therefore owns it. Remember

7V4: February 2019J/600/1003A service is something that is provided to a customer but they cannot own it, for example, servicing a car, repairing a boiler, or providing driving lessons.There is often a greater degree of personal contact needed to sell a service as opposed to a product. This is due to the need to build a higher degree of trust. Often, after selling a product, there may be value in providing an after-sales service to enhance the product’s performance or improve the customer’s experience of the product. Providing a good standard of after-sales service can also improve the relationship with the customer. This will provide opportunities for future sales to that customer or increased sales through recommendations.Describe what is meant by an after-sales serviceOften organisations will provide an after-sales service for a product or service. This could be in the form of: • a telephone helpline• frequently asked questions on a website • the help of expert members of staffProduct after-sales service often involves refunds, exchanges, warranties, repair services and guarantees. All of these can help to enhance the customer service an organisation provides and improve its relationship with its customers.There are often legal matters, terms and conditions and organisational policies that will need to be taken into account when dealing with after-sales service. This is covered in more detail later in this workbook. An after-sales service can enhance customer service and help to build the relationship with a customer.Describe what is meant by a unique selling point (USP) and a unique service offer (USO) What USPs and USOs does your organisation offer?Organisations are often very keen to differentiate themselves from others by the type of products and services they offer. This can give them an advantage over their competitors. A unique selling point (USP) can make a product appear different or better than that offered by a competitor, thus providing a competitive advantage. Many things can be used as a USP, for example, price, features and functionality, quality, availability, performance and reliability or market perception. Think aboutThink about

8V4: February 2019J/600/1003An organisation must decide what it is that makes it different from the competition and then focus on these within its marketing strategy. This will also influence how a customer perceives the organisation and its products and services.A unique service offer (USO) is what makes a service appear better or different from that offered by competitors.Examples of USOs are services like a 24-hour helpline or a guaranteed 4-hour call out time to respond to a breakdown. It is important to emphasise the features and benefits when highlighting a USO to potential customers.Providing a USO helps an organisation to develop a competitive advantage over its competitors. It is an opportunity to point out what it can do over and above that provided by competitors. USOs often influence why a customer chooses to buy from a particular organisation. They are focused on services such as the benefits and the solutions offered rather than just the product itself. A USP can make a product different or better than competitors’.A USO is what makes a service different or better than competitors’.Identify the methods a customer service deliverer can use to keep product and service knowledge up to date It is very important that product and service knowledge is kept up to date as new information, product performance and feedback can change what is correct about a product or service rapidly.Individuals within organisations can use a wide range of resources and methods to stay up to date including by consulting brochures, manuals, catalogues, product specifications, price lists, colleagues, internet, intranet, suppliers’ updates, customers’ comments or feedback and through staff training.Keeping up to date enables staff within an organisation to maintain and enhance the standards of its customer service by being as helpful as they can.Keeping product and service knowledge up to date helps to maintain customer service levels.RememberKey point

9V4: February 2019J/600/1003Describe how an organisation can promote its products and/or servicesOrganisations have a very wide range of ways to promote products and services, for example via:• television and radio advertising • magazines and newspapers• information leaflets• telephone marketing• mail shots• demonstrations• promotional videos• websites and email marketingOrganisations must use a marketing method appropriate to their target market.It is important to promote the benefits offered by a particular product or service and point out any USPs or USOs to ensure the greatest interest from their customers and therefore increase sales and profits.Another effective way of promoting new products and services is to talk to existing customers who have shown an interest in a similar product or service.

10V4: February 2019J/600/1003Understand how customers’ needs and expectations are formedCustomers’ needs and expectations form a critical part of an organisation’s ability to be successful. Identifying and understanding customers’ needs and feedback enables an organisation to achieve more customer loyalty by building and maintaining relationships with their customers. This section of the textbook explores how this can be done.Describe the purpose of an organisation’s service offerAn organisation’s service offer is how the organisation sets out the basis on which the organisation will provide a service to its customers. Often an organisation will establish a customer charter that will outline the service levels its customers can expect. It may, for example, give details of expected timescales and compensation arrangements if customer service does not reach this standard.Therefore, an organisation’s service offer allows the customer to know what they can expect from the organisation in terms of service levels.A service offer sets out how an organisation provides a service.What is your organisation’s service offer?Describe how customers’ expectations are formedand Describe the interrelationship between customer satisfaction and customers’ expectationsCustomers’ expectations are what a customer thinks should happen and how they think they should be treated. Customer satisfaction is achieved when the customer is happy with the standard of service provided.Customer service is what an organisation does to meet customers’ expectations and therefore provide customer satisfaction.Customers’ expectations are formed in a number of ways including:• the organisation’s reputation for service• the brand image of the organisation• what the customer sees and hears (e.g. word of mouth)• the organisation’s media image• previous experience of the organisationThink about

11V4: February 2019J/600/1003In highly competitive markets, many organisations compete by surprising or delighting customers with enhanced standards of service to exceed customers’ expectations.Customer satisfaction occurs when customers’ expectations are met.Describe how customers’ needs can be identifiedOne of the best ways to identify customers’ needs is by talking to them. This is most effective when asking relevant questions and listening to customers’ responses. The ability to build a rapport with a customer is a very useful interpersonal skill to develop, as good communication with a customer is central to good service.Organisations can also identify customers’ needs via customer surveys and questionnaires, which can either be conducted at the point of service delivery or via telephone or internet communication afterwards.Once customers’ needs have been identified, the organisation can do what it can to satisfy those needs and bring about customer satisfaction.Good communication skills are an important way of helping to identify customers’ needs.Identify the methods of obtaining customer feedbackCustomer feedback is very important in aiding organisations to gain information on the customer service they have provided. Organisations can collect this information formally or informally.Formal methods include:• questionnaires• comment cards• surveys• competitions• focus groups• complaintsInformal methods include:• chance comments or observations by customers• customers’ written comments made without being asked forDescribe how an organisation can maintain customers’ loyaltyOrganisations can build customers’ loyalty by consistently delivering excellent standards of customer service. Where loyalty exists, an organisation will often be given the opportunity to put things right when things go wrong. The ability to build repeat business is very much affected by the levels of customer loyalty an organisation has.Think aboutThink about

12V4: February 2019J/600/1003Loyalty levels can be rewarded in a number of ways, such as through special offers, customer events, loyalty cards/programmes and points programmes. All of these are tools organisations use to build customers’ loyalty, resulting in repeat business. Customer loyalty is maintained by the consistent delivery of excellent customer service.Identify why it is important to ensure effective customer relationships are maintainedA relationship with a customer exists when there is repeat business between a customer and an organisation over a period of time. This will only happen if the customer is happy with the products or services the organisation offers and the level of customer service always meets their expectations. Key benefits to maintaining effective customer relationships are that they build customers’ loyalty, which results in repeat business and therefore potentially greater sales and profits. It is usually easier and cheaper to market and sell to existing customers than it is to gain new customers.Maintaining effective customer relationships builds customers’ loyalty and therefore repeat business.Describe why it is important for a customer to be able to identify a brandOrganisations spend a lot of time and money on building a ‘brand’. To many the brand is one of their most valuable assets.A strong brand provides customers with a clear expectation of what the organisation stands for and therefore what they as customers can expect from it. This includes the quality of the product or service as well as their morals, the attention to detail and customer service that the organisation offers. Customers will grow to recognise and trust a particular brand and they are often easily identified by the logo that represents it or, in the case of strong brands, even just the colours used. RememberThink about

13V4: February 2019J/600/1003Understand principles of responding to customers’ problems or complaintsThere are a number of reasons why customers experience problems or wish to complain when dealing with an organisation. This section will explore the common causes of complaints and problems and the importance of appropriate communication methods when dealing with customers’ problems and complaints.Identify common causes of customers’ problems and complaintsCustomers’ problems and complaints can be caused by a variety of issues. These include:• poor quality products• poor staff attitude• faulty goods• incorrect items provided• failure to meet agreed deadlines• poor telephone manner and answering processes• failure to follow upComplaints can be about products or services.Customers’ complaints are commonly caused by issues related to products, services and staff members’ attitudes.Identify different methods of communicationYou can communicate to customers in a range of different ways. Some of the most effective, when correctly implemented, include:• face-to-face conversations• written communication• telephone conversationsThink about

14V4: February 2019J/600/1003Face-to-face communication is enhanced by the ability to build a rapport with a customer by being aware of your body language and listening actively.Effective body language is about maintaining eye contact, adopting an ‘open’ stance with your body position and nodding your head to make it clear you are listening to the customer. The tone of voice you adopt and the words you use will also have a significant effect on how you are perceived by the customer. Written communication is mainly via letters, emails, questionnaires, surveys, memos and reports.Organisations will have guidelines about when it is appropriate to use a written form of communication and the style to be used. Written communication is most appropriate when a formal response is required and it can be used to indicate to the customer that the matter is being taken seriously, for example, in the case of a complaint.Telephone communication needs to be handled effectively and in a timely fashion as you do not have the benefit of face-to-face contact. Speaking clearly and slowly is more important and using your tone of voice effectively is important as it allows you to convey your sense of purpose, urgency and empathy. Describe the importance of adapting methods of communication and behaviour to meet the individual needs of customersIt is important to be flexible in your approach to communication with customers and to adopt different approaches depending on the customer. You may need to adapt your communication with customers, for example, for different:• age groups• cultures• language limitations• health issues• learning difficultiesIt is important to speak clearly and to treat the customer with respect and to actively listen to what they are saying. As a service deliverer, you must communicate in a confident, clear and helpful manner with the aim of meeting the needs of the customer you are assisting. You may have to adapt your language if there are language difficulties, for example. Speaking clearly, actively listening and treating the customer with respect are key elements of effective communication.Think about

15V4: February 2019J/600/1003Explain how the non-verbal communication of the service deliverer can affect the behaviour of the customerAs previously mentioned, body language is a very important part of the communication process. Key elements of non-verbal communication include:• posture• gestures• eye contact• facial expressions• personal presentationIt is very important to be mindful of the impact body language can have, both in a positive and negative way. 1. Posture. Your posture is often the most noticeable aspect of body language, certainly in terms of its initial impact. How you stand or sit can send a message to the other person.For example, when dealing with a customer, if you stand upright with your arms by your side and stand at a slight angle to them you are likely to have a more positive impact than if you slouch, have your arms folded across your chest and stand square-on to them.Maintaining a comfortable space between you is also important. Generally this would be approximately 60 to 90cm.2. Gestures. The gestures you make are also very important. In particular, your head and hands can be used to convey that you are listening to the customer by nodding from time to time in order to demonstrate that you understand. You can also place your hand under your chin to convey you are thinking about something they have said. Pointing directly at a customer should never be done as it can be seen as intimidating and could cause conflict with the customer.3. Eye contact. Be aware of maintaining normal levels of eye contact. Generally speaking looking at a person while they are speaking to you demonstrates you are listening to them, certainly in the Western world, however different cultures have different approaches to eye contact.Also, be aware of how long you maintain eye contact with the customer, as if you do it for too long or without blinking it may come across to them as staring and be intimidating or confrontational.4. Facial expressions. Avoid frowning, which can sometimes be read by the customer that you do not agree with them or you doubt what they say. A smile is likely to attract a more positive response and helps to convey to the customer that you have a positive and helpful approach.5. Personal presentation. Many organisations have uniforms or dress codes as they recognise that what you wear and how you present yourself in this way can impact on someone’s perception of you. It is important to ensure that your personal appearance is suitable to the style of the organisation.

16V4: February 2019J/600/1003Examples would include wearing appropriate clothing, having polished shoes, a suitable hair style, etc.Body language is very powerful and can convey your feelings without you realising it. Research has estimated that behavioural communication, such as facial expressions, mannerisms and body postures can account for over 90% of the message being communicated – especially on first contact with someone.Therefore, standing square onto another person with folded arms and a frown, but saying the words, ‘Can I help you?’ is not an effective use of communication and instead is more likely to intimidate or alienate the customer you are trying to help.When used effectively, body language can help to build a rapport with your customer. When a rapport is established, the customer is likely to feel that you are listening to them and understand their point of view.Body language is very important in the communication process and can have a powerful impact on the way a customer perceives your communication with them.Describe how personal presentation, approach and attitude will influence the perception of the service delivered The presentation, approach and attitude of the customer service deliverer will have a significant impact on how they, and by extension, the organisation, are perceived by the customer. A positive attitude and a friendly approach will have a positive impact on the customer just as an unhelpful attitude or uncaring approach will impact negatively on the customer and their perception of the organisation and the service delivered. The ability to create a good first impression is very important, and presentation, attitude and approach are all vital elements of creating a positive first impression. Maintaining a positive and helpful approach even in difficult circumstances such as a complaint or when short of staff is critical to the customer’s perception of the service delivered. Think about

17V4: February 2019J/600/1003Identify the interpersonal and team working skills required in the customer service environmentGood interpersonal skills and the ability to work effectively as a team are very important qualities in the customer service environment. In this section of the textbook you will look at them in more detail.Describe the skills required for effective team workingThere are a wide range of skills required for effective team working. Some of the most important include:• ability to discuss and listen• trust in each other• learn from experiences, review performance and implement change as a result of success and failure• be supportive of team members• allow those with certain skills to lead the team when appropriateA team will go through a series of phases as it develops. These are known as forming, storming, norming and performing Dr . Bruce Tuckman developed this theory in 1965. The 4 main stages are explained next.Forming: during this stage the team comes together. Team members get to know each other, and friendships are made. Opportunities and challenges are discussed, and tasks set although individuals’ roles and responsibilities are unclear. At this stage members of the group are still very independent in their thoughts and actions. Storming: the second stage involves conflict. Team members try to influence the group with their thoughts and ideas. Disagreements may arise about the team’s objectives and there may be power struggles. It is important at this stage for team members to show assertiveness, patience and to come to compromises in order for the team to grow and members to feel valued. Some teams do not get beyond this point.Norming: teamwork becomes more natural to the members of the group as opinions become understood. Tasks are completed effectively at this stage and there is a connection within the team. Colleagues start to become dependent on each other, or interdependent, and any dispute is settled easily. Individuals

18V4: February 2019J/600/1003sometimes start to feel anxious about how much, or how little, responsibility they have within the team and storming can reoccur.Performing: the team that reaches the performing stage is a close-knit unit. There is no longer any need for supervision, and there is complete interdependence within the team. Conflict is still allowed, provided it is within the boundaries of established group norms. Teams may revert back to the storming stage if the group becomes destabilised, for example when there is a change of leadership or if certain individuals challenge the team’s objectives.A team will go through a series of phases if it is to become effective: forming, storming, norming and performing. Describe how to maintain effective working relationships within a teamPeople are different: they have different personalities, points of view, values and beliefs so maintaining effective working relationships can be a challenge. The ability to be aware of different personality types and adapt your approach accordingly is a critical team-working skill.To maintain and enhance working relationships there is a requirement for people to:• work in cooperation with others• use team working to deliver good customer service• be responsive to colleagues who require help or support• achieve task and target completion by working together• understand when and where to ask for assistance• share relevant information• allocate workloads fairly• be aware of the needs and feelings of others• work towards the achievement of a common goalAn example of how this could work in the workplace would be:A customer brings a product back that is faulty and is simply given a refund. This is one way of dealing with the complaint.However the complaint could be dealt with far more effectively through the use of a variety of these skills. The customer could be asked if they would like a replacement and a colleague could check the sales floor or warehouse for a suitable replacement.The organisation’s head office could be informed of the nature of the fault, which in turn is communicated to the supplier and a resolution found, thus improving future product performance and also reducing the level of future complaints.Think about

19V4: February 2019J/600/1003What steps do you take to work in cooperation with others?Being aware of different personalities in the team and responding accordingly helps achieve an effective working relationship.Describe the range of interpersonal skills required for effective customer serviceTo provide effective customer service, a range of interpersonal skills is required. These include:• communication skills (verbal and written)• listening skills• awareness of and ability to effectively use body language• questioning skills• problem-solving ability• decision-making skills• ability to work in a team• telephone skills• ability to gather information effectively• a desire to provide a good standard of customer serviceThink aboutThink aboutThink aboutHaving the relevant range of interpersonal skills enhances the ability to deliver effective customer service.ListenRESPOND Clear VOICE SpeakMessage telephone

20V4: February 2019J/600/1003Identify the legislation which supports the customer service processThere are a range of laws that have an impact on the customer service process and these are designed to protect the customer. In addition, legislation exists to ensure employers meet their legal obligations and that employees are protected and also follow the company’s rules and regulations.Identify the key aspects of the legislation relating to consumer lawThe main legislation relating to consumers includes the following:Consumer Rights Act covers the right to: • return goods within 30 days if faulty, not fit for purpose or not of the expected quality • to receive a repair or replacement after the 30-day period if certain conditions are met • the quality of products and services• the responsibility for goods up until they are delivered • digital content rights (data provided in digital format)Unsolicited Goods and Services Act relates to goods or services not ordered by customers. Traders cannot charge for goods or services they have sent to customers without being ordered.Trade Descriptions Act states that traders must not falsely describe something for sale; must not make false claims for services, accommodation or facilities.Consumer Protection Actensures that customers can claim compensation for death, injury or damage to property over £275 if a product they use turns out to be faulty. Producers and distributors of goods are required to ensure their products are safe. It is an offence to display or give the customer misleading information.The Consumer Protection Regulations offer protection to customers who shop by telephone, mail order via the internet or digital television.Consumer Credit Act protects customers when they buy or borrow on credit. It gives customers a wide range of rights.

21V4: February 2019J/600/1003Merchantable qualityA product that is undamaged and usable and of sufficient quality to merit purchase at the requested price by a reasonable buyer.Duty of careThe duty owed is not a duty to ensure that no harm will ever occur, but a duty to take reasonable care to avoid harm being suffered.Identify the main principles of equal opportunities legislation in relation to providing customer serviceWhen dealing with customers, remember that they are all different and therefore have different needs and expectations. It is important to treat them fairly and recognise their differences.The Equality Act draws together a lot of the points covered by various pieces of legislation, and employers and employees must be aware of the relevant areas relating to customer service. This legislation gives you all the information you need to know regarding disability discriminationand equal rights. People who access the products and services of your organisation are protected from discrimination because of certain protected characteristics. These are:• age• disability• gender reassignment• marriage and civil partnership• pregnancy and maternity• race• religion or belief• sex• sexual orientationAll people are different and have different needs and expectations. It is important to recognise these differences and treat people fairly.Identify the responsibilities of the employer and employee under the Health and Safety at Work etc. ActThe Health and Safety at Work ect. Act(HASWA) outlines the responsibilities of employers towards their employees and anyone else that uses their premises, including customers. DefinitionsThink about

22V4: February 2019J/600/1003It also sets out the duties employees have towards themselves and others.Employers must ensure that there are safe working practices in place, common risks and hazards have been identified and assessed and appropriate staff training has taken place in relation to these practices, hazards and risks.Employees must, at all times, take reasonable care of their own health and safety and that of others, as well as cooperating with their employer.Examples of common risks and hazards may include slippery floors, excessive noise, manual handling risks, the use of chemicals and the use of machinery.In addition, HASWA also outlines responsibilities in relation to:• fire safety including fire drills• evacuation procedures• how to deal with suspicious packages• terrorism procedures• establishing codes to identify the current threat level an organisation may believe it is under from terrorist activity, e.g. a government department or high-profile venueThe Health and Safety at Work etc. Act outlines a range of responsibilities employers have regarding the safety of employees and customers while using their premises.Describe why it is important to respect customers’ and organisations’ confidentialityOrganisations can hold a lot of personal information about their customers. This can include:• name, address and contact details such as phone numbers and email addresses• account details• credit history• purchasing history and spending patternsThe General Data Protection Regulation (GDPR) is a regulation from the Data Protection Act and covers any information related to a person or ‘data subject’ that can be used to directly or indirectly identify them. Think about

23V4: February 2019J/600/1003It can be anything from a name, a photo and an email address to bank details, social media posts, biometric data and medical information. It will also introduce ‘digital rights’ for individuals.This personal information cannot be disclosed without the customer’s agreement. Failing to respect the right to confidentiality could result in complaints, loss of goodwill or loyalty and ultimately loss of their business. The data protection principles are covered in the next section. The protection of personal information is a legal requirement but is often also a business and ethical requirement. Holding information securely means protecting it from unauthorised use, disclosure, modification, access, disruption or destruction.Respecting organisations’ and customers’ confidentiality is a legal requirement as well as helping to maintain goodwill and loyalty.Identify the main data protection principlesGDPR manages how personal and sensitive information can be used, stored and passed on. These laws give you rights as an employee and also require you to treat individuals’ information responsibly.The regulation ensures that organisations maintain the protection of data. It makes sure that personal data held by organisations is kept confidential, processed lawfully, used only for the purpose it was intended, not kept longer than necessary and is accurate. The regulation gives individuals the right to see the data and information held about them. It also promotes greater accountability and governance by organisations, as evidenced by the ‘accountability principle’, which requires organisations to demonstrate that they comply with the data protection principles. The data protection principlesUnder the GDPR the data protection principles set out the main responsibilities for organisations. In short, Article 5 (1) of the regulation requires that personal data should be:(a) Processed lawfully, fairly and in a transparent manner(b) Collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes (c) Adequate, relevant and limited to what is necessary in relation to the purposes for which they are processed(d) Accurate and, where necessary, kept up to date(e) Kept in a form which permits identification of data subjects for no longer than is necessary for the purposes for which the personal data are processed(f) Processed in a manner that ensures appropriate security of the personal dataRemember

24V4: February 2019J/600/1003Article 5 (2) adds that: The controller shall be responsible for, and be able to demonstrate compliance https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/principles/The lawful basis for processingThere are 6 lawful purposes contained within the GDPR for processing personal information, and at least 1 of these must apply when processing someone’s data. The 6 lawful bases are: 1. Consent: the individual has given clear consent for you to process their personal data for a specific purpose2. Contract: the processing is necessary for a contract you have with the individual, or because they have asked you to take specific steps before entering into a contract3. Legal obligation: the processing is necessary for you to comply with the law (not including contractual obligations)4. Vital interests: the processing is necessary to protect the vital interests of another data subject or living person, e.g. to save their life5. Public task: the processing is necessary for you to perform a task in the public interest or to exercise an official duty 6. Legitimate interests: the processing is necessary for your legitimate interests or the legitimate interests of a third party unless there is a good reason to protect the individual’s personal data that overrides those legitimate interests (this cannot apply if you are a public authority processing data to perform your official tasks)Rights of individualsThe GDPR also sets out 8 rights that individuals have, which are: 1. The right to be informed2. The right of access3. The right to rectification4. The right to erasure5. The right to restrict processing6. The right to data portability7. The right to object8. Rights in relation to automated decision making and profiling Individuals can see what data organisations hold on them at any time by applying for a subject access request (SAR). You can find more information about the General Data Protection Regulation 2016 here: https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/?q=digital

25V4: February 2019J/600/1003Identify how a code of practice or ethical standards can impact upon the activities of a service delivererMany trade associations and professional bodies set out codes of practice that provide their members with guidelines on how to conduct their business. These codes will generally include information on how to deal with customers, including how to deal with customer complaints and problems and also guidance for customers on how to make a complaint. This is often using an industry standard grievance/ complaint procedure.The ethical standards of an organisation will also influence how customers’ problems and complaints are dealt with. These will include:• expected standards of behaviour • honesty• integrity• pride in the organisation and its reputation• social awareness