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Customer Service Practitioner

Course Code: AP2

Level: 2
Subject area: Business, Management & HR
Awarding body: City & Guilds
Qualification: Apprenticeship
Course type: Full-time
Time of Day: Daytime
Duration: One year
When you'll study: Various days and times

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About the course

The role of a customer service practitioner is to deliver high quality products and services to the customers of their organisation. Your core responsibility will be to provide a high quality service to customers, which will be delivered from the workplace, digitally, or through going out into the customer’s own locality. 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, after care, service recovery or gaining insight through measuring customer satisfaction. You may be the first point of contact and work in any sector or organisation type.
Your actions will influence the customer experience and their satisfaction with your organisation. You will demonstrate excellent customer service skills and behaviours as well as product and/or service knowledge when delivering to your customers. You provide service in line with the organisation’s customer service standards and strategy and within appropriate regulatory requirements. Your customer interactions may cover a wide range of situations and can include; face-to-face, telephone, post, email, text and social media.

What you'll learn

On this course, you will cover the following topics:

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, recognising and knowing how to adapt style to be highly effective

Understanding the 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
  • 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

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

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

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
  • product and service knowledge
  • understand the products or services that are available from your organisation and keep up-to-date.
Entry requirements

All apprentices must complete initial assessments which cover maths, English and ICT. These are to ensure that you meet the requirements of the course and to demonstrate your ability to complete the qualification. It will also help the College identify any areas of support you may need.You will be required to complete a vocational – a paper based assignment where you will answer a variety of admin and customer service related questions and demonstrate how you would react in certain situations.


Assessment is continuous both on and off the job.

What's next?

On successful completion, you may wish to continue your studies by moving onto a higher level Apprenticeship or course. You could also benefit from greatly enhanced job opportunities, whether with your current employer or elsewhere.
Completion of this apprenticeship will lead to eligibility to join the Institute of Customer Service as an Individual member at Professional level.

Important information

Fees quoted apply to courses starting in the academic year 2018/19 (August 2018 – July 2019). There may be a slight increase in fees for courses starting 2019/20.

Whether or not you've got a work placement lined up, you can apply for and start an Apprenticeship at any time. We'll work with you to make sure you're on the right career path and help match you with a suitable employer. All you have to do is complete and return an application form and our Work-based Learning Team will be in touch.