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Thank you for looking at the Customer Service Apprenticeships at EDLounge Ltd. where we are hoping to employ numerous apprentices in key sales roles.

We offer Apprenticeships in: Level 2 Customer Service Practioner and Level 3 Customer Service Specialist

Level 2 : Customer Service Practitioner

Duration: The apprenticeship will typically take around 12 months to complete.

Level: This apprenticeship standard is Level 2.

Qualifications: Where a business administrator has not already achieved Level 2 English and Maths, they must do so before taking the end-point assessment.

Career progression: The administration role may be a gateway to further career opportunities, such as management or senior support roles.

Review date: The apprenticeship should be reviewed after 3 years.

Assessment Plan: The Customer Service Assessment Plan

Role / Occupation

Customer Service Practitioner


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 will 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.


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 when 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 these and how to apply that knowledge 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 satisfaction 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 against which your delivery of customer service will be measured 
Customer experience
  • Understand how establishing facts from a customer 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 your organisation provides and keep up-to-date with them


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

  • Use an appropriate tone in all communications, including written and digital, that reflect the organisation’s brand
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
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


Developing self
  • Take ownership for keeping your service knowledge and skills up-to-date
  • Consider personal goals and propose development that would help achieve them
Being open to feedback
  • Act on and seek feedback from others to develop or maintain personal service skills and knowledge
Team working
  • Frequently and consistently communicate and work with others in the interest of helping customers efficiently
  • Share personal learning and case studies with others, presenting recommendations, and improvement to support good practice
Equality – treating all customers as individuals
  • Treat customers as individuals to provide a personalised customer service experience
  • Uphold the organisation's core values and service culture through your actions
Presentation – dress code, professional language
  • Demonstrate personal pride in the job through appropriate dress and positive and confident language
“Right first time”
  • Use communication behaviours that establish clearly what each customer requires and manage their expectations
  • Take ownership from the first contact and then take responsibility for fulfilling your promise

Level 3 : Customer Service Specialist

Duration: The apprenticeship will take a minimum of 15 months to complete depending on experience.

Entry Requirements: Organisations will set their own entry criteria and are more likely to select individuals with more advanced inter-personal skills and experience of working with customers in some capacity. You must achieve Level 2 English and maths prior to taking the end-point assessment.

Link to professional registration: Completion of this apprenticeship will lead to eligibility to join the Institute of Customer Service as an individual member at 'Professional' level. Should you choose to progress on a customer service career path, you may be eligible for further professional membership including management.

Level: Level 3.

Assessment Plan: The Customer Service Specialist

Details of standard

Role / Occupation: Customer Service Specialist

Overview: The main purpose of a Customer Service Specialist is to be a ‘professional’ for direct customer support in all sectors and organisation types. You are an advocate of Customer Service who acts as a referral point for dealing with more complex or technical customer requests, complaints and queries. You are often an escalation point for complicated or ongoing customer problems. As an expert in your organisation’s products and/or services, you share knowledge with your wider team and colleagues. You gather and analyse data and customer information that influences change and improvements in service. You utilise both organisational and generic IT systems to carry out your role with an awareness of other digital technologies. This could be in many types of environment including contact centres, retail, webchat, service industry or any customer service point.



Business Knowledge and Understanding

  • Understand what continuous improvement means in a service environment and how your recommendations for change impact your organisation
  • Understand the impact your service provision has on the wider organisation and the value it adds
  • Understand your organisation’s current business strategy in relation to customers and make recommendations for its future
  • Understand the principles and benefits of being able to think about the future when taking action or making service-related decisions
  • Understand a range of leadership styles and apply them successfully in a customer service environment

Customer Journey knowledge

  • Understand and critically evaluate the possible journeys of your customers, including challenges and the end-to-end experience
  • Understand the reasons why customer issues and complex situations sometimes need referral or escalation for specialist attention
  • Understand the underpinning business processes that support you in bringing about the best outcome for customers and your organisation
  • Understand commercial factors and authority limits for delivering the required customer experience

Knowing your customers and their needs/ Customer insight

  • Know your internal and external customers and how their behaviour may require different approaches from you
  • Understand how to analyse, use and present a range of information to provide customer insight
  • Understand what drives loyalty, retention and satisfaction and how they impact on your organisation
  • Understand different customer types and the role of emotions in bringing about a successful outcome
  • Understand how customer expectations can differ between cultures, ages and social profiles

Customer service culture and environment awareness

  • Keep current your knowledge and understanding of regulatory considerations, drivers and impacts in relation to how you deliver for customers
  • Understand your business environment and culture and the position of customer service within it
  • Understand your organisation structure and what role each department needs to play in delivering Customer Service and what the consequences are should things go wrong
  • Understand how to find and use industry best practice to enhance own knowledge



Business-focused service delivery

  • Demonstrate a continuous improvement in and future-focused approach to customer service delivery including decision-making and providing recommendations or advice
  • Resolve complex issues by being able to choose from and successfully apply a wide range of approaches
  • Find solutions that meet your organisation's needs as well as the customer's requirements

Providing a positive customer experience

  • Through advanced questioning, listening and summarising, negotiate mutually beneficial outcomes

- Providing a positive customer experience (cont.)

  • Manage challenging and complicated situations within your level of authority and make recommendations to enable and deliver change to service or strategy
  • Use clear explanations, provide options and solutions to influence and help customers make choices and agree next steps
  • Explore and interpret the customer experience to inform and influence achieving a positive result for customer satisfaction
  • Demonstrate a cost-conscious mindset when meeting customer and the business needs
  • Identify where highs and lows of the customer journey produce a range of emotions in the customer
  • Use written and verbal communication to simplify and provide complex information in a way that supports positive customer outcome in the relevant format

Working with your customers / Customer insights

  • Proactively gather customer feedback, through a variety of methods. Critically analyse, and evaluate, the meaning, implications and facts and act upon these
  • Analyse your customer types, to identify or anticipate their potential needs and expectations when providing your service

Customer service performance

  • Maintain a positive relationship even when you are unable to deliver the customer’s expected outcome
  • When managing referrals or escalations take into account historical interactions and challenges to determine next steps

Service improvement

  • Analyse the end-to-end service experience, seeking input from others where required, supporting development of solutions
  • Make recommendations based on your findings to enable improvement
  • Make recommendations and implement, where possible, changes in line with new and relevant legislation, regulations and industry best practice


Behaviours / Attitude

Develop self

  • Proactively keep your service, industry and best practice knowledge and skills up-to-date
  • Consider personal goals related to service and take action to achieve them

Ownership/ Responsibility

  • Personally commit to and take ownership of actions to resolve customer issues to the satisfaction of the customer and your organisation
  • Exercise proactivity and creativity when identifying solutions for customer and organisational issues
  • Make realistic promises and deliver on them

Team working

  • Work effectively and collaboratively with colleagues at all levels to achieve results
  • Recognise colleagues as internal customers
  • Share knowledge and experience with others to support colleague development


  • Adopt a positive and enthusiastic attitude, be open minded and able to tailor your service to each customer
  • Be adaptable and flexible to your customer needs whilst continuing to work within the agreed customer service environment


  • Demonstrate brand advocacy, values and belief when dealing with customer requests to build trust, credibility and satisfaction
  • Ensure your personal presentation, in all forms of communication, reflects positively on your organisation’s brand

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