The content of this Pathway has been agreed by Instructus. This is the only Apprenticeship Pathway in the Business & Management sector approved for use in Wales that is eligible for Welsh Government funding.
Learning Programme Content
The Learning Programme provision shall comprise of three mandatory elements:
- Qualifications,
- Essential Skills
- On/off the job training
The total minimum credit value required for the Level 2 Pathway Customer Services is 57 credits.
The total minimum credit value required for the Level 3 Pathway Customer Services is 67 credits.
Entry requirements
There are no mandatory entry requirements for this Apprenticeship Pathway. However, employers are looking to attract applicants who have a keen interest in providing excellent customer service and working as part of a team. They expect applicants to demonstrate a "can do" attitude and have basic numeracy and literacy skills on which to build their Customer service skills.
Entrants will come from diverse backgrounds and will come with a range of experience, age, personal achievements and, in some cases, prior qualifications and awards which may count towards the achievement of an Apprenticeship programme. The examples below, which are in no particular order of preference, include having:
- held a position of responsibility at school or college; or
- undertaken work experience or work placement experience; or
- completed the Duke of Edinburgh Award or similar award; or
- achieved the Welsh Baccalaureate, including the Principal Learning Qualifications of
- Business, Administration and Finance, Retail Business or Hospitality; or
- achieved GCSEs or A levels; or
- achieved QCF/RQF Awards, Certificates or Diplomas
Apprentices who are undertaking the Customer Service Level 3 Apprenticeship are likely to have some prior experience in a customer service role, although this is not a formal requirement.
Apprenticeship pathway learning programme(s)
Level 2: Customer Services
Level 2: Customer Services Qualifications
Participants must achieve one of the following combined qualification(s) below.
| Level 2 Diploma in Customer Services | |||||
|---|---|---|---|---|---|
| Awarding Body | Qualification No. | Credit Value | Total Qualification Time | Combined / Competence / Knowledge | Qualification Assessment Lanaguage(s) |
| City and Guilds | C00/0639/8 601/3562/1 | 45 | 450 | Combined | English Only |
| Pearson | C00/0634/8 601/3424/0 | 45 | 450 | Combined | English-Welsh |
| Agored Cymru | C00/1231/8 | 45 | 450 | Combined | English-Welsh |
Please see Annex 1 for the relationship between the competence and knowledge units within the combined qualification.
Essential Skills Wales (ESW)
| Level 2: Customer Services | Level | Minimum Credit Value |
|---|---|---|
| Communication | 1 | 6 |
| Application of number | 1 | 6 |
On/Off the Job training
| Pathway | Minimum On the Job Training Hours | Minimum Off the Job Training Hours |
|---|---|---|
| Level 2: Customer Services | 283 | 130 |
On/Off the Job Qualification details (Minimum Credit & Hours)
Level 2 Diploma in Customer Services - 45 credits / 130 Hours
The total on and off the job training hours for this Pathway is 413 hours. It is anticipated that an average learner will take 12 months to complete this pathway.
On/Off the Job Essential Skills details (Minimum Credit & Hours)
- 6 credits/60 GLH Level 1 Essential Skills Wales Communication
- 6 credits/60 GLH Level 1 Essential Skills Wales Application of Number
Level 3: Customer Services
Level 3: Customer Services Qualifications
Participants must achieve one of the following combined qualification(s) below.
| Level 3 Diploma in Customer Services | |||||
|---|---|---|---|---|---|
| Awarding Body | Qualification No. | Credit Value | Total Qualification Time | Combined / Competence / Knowledge | Qualification Assessment Lanaguage(s) |
| City and Guilds | C00/0639/9 601/3564/5 | 55 | 550 | Combined | English Only |
| Pearson | C00/0636/3 601/3478/1 | 55 | 550 | Combined | English-Welsh |
| Agored Cymru | C00/1231/9 | 55 | 550 | Combined | English-Welsh |
Please see Annex 2 for the relationship between the competence and knowledge units within the combined qualification.
Essential Skills Wales (ESW)
| Level 3: Customer Services | Level | Minimum Credit Value |
|---|---|---|
| Communication | 2 | 6 |
| Application of number | 2 | 6 |
Essential Skills Wales qualifications assessment languages are English-Welsh
On/Off the Job training
| Pathway | Minimum On the Job Training Hours | Minimum Off the Job Training Hours |
|---|---|---|
| Level 3: Customer Services | 296 | 185 |
On/Off the Job Qualification details (Minimum Credit & Hours)
Level 3 Diploma in Customer Services - 55 credits / 185 Hours
The total on and off the job training hours for this Pathway is 481 hours. It is anticipated that an average learner will take 12 months to complete this pathway.
On/Off the Job Essential Skills details (Minimum Credit & Hours)
- 6 credits/60 GLH Level 1 Essential Skills Wales Communication
- 6 credits/60 GLH Level 1 Essential Skills Wales Application of Number
Other additional requirements
N/A
Progression
Level 2: Customer Services
Progression into the Customer Service Foundation Apprenticeship (Level 2)
Progression into this Level 2 Foundation Apprenticeship may be from a wide number of routes due to the varying backgrounds and past academic and work related experiences of apprentices. Such routes will include having:
- achieved QCF/RQF Awards, Certificates or Diplomas
- achieved a Welsh Baccalaureate, including Principal Learning Qualifications in Business,
- Administration and Finance, Retail Business or Hospitality
- achieved GCSEs or A levels
Learners may also progress into the Foundation Apprenticeship without prior qualifications.
Progression from the Customer Service Foundation Apprenticeship (Level 2).
Upon completion of this pathway, apprentices, with support and opportunities in the workplace, can progress onto:
- the Level 3 Apprenticeship in Customer Service
- other Level 3 Apprenticeships – particularly where customer service is an important part
- of the job such as Business & Administration, Retail, Hospitality and Travel & Tourism
- the Welsh Baccalaureate
- Further Education to undertake customer service, business related or other qualifications.
With additional training, Level 2 Foundation apprentices may be able to progress in their careers to roles including customer relationship manager, customer service executive officer, customer service delivery coordinator, customer service team leader, customer service supervisors and managers, senior customer service advisers or a wide range of other Customer Service related roles.
Level 3: Customer Services
Progression into the Customer Service Apprenticeship (Level 3)
Progression into this Apprenticeship may be from a wide number of routes due to the varying backgrounds and past academic and work related experiences of apprentices. Such routes will include having:
- achieved a Level 2 Foundation Apprenticeship in Customer Service
- achieved other Foundation Apprenticeships such as Business & Administration, Retail, Hospitality, Travel and Tourism
- achieved QCF/RQF Awards, Certificates or Diplomas
- achieved a Welsh Baccalaureate including Principal Learning Qualifications in Business Administration and Finance, Hospitality or Retail Business
- achieved GCSEs or A levels.
Learners may also progress into the Apprenticeship without prior qualifications.
Most learners progressing into the Customer Service Level 3 Apprenticeship have some prior experience in a customer service job role, although this is not a formal requirement. Learners who do not have any prior experience in a customer service job role may be better suited to the Customer Service Foundation Apprenticeship at Level 2, although all individuals should be judged on their own merits, experiences and capabilities.
Progression from the Customer Service Apprenticeship (Level 3)
Apprentices, with support and opportunities in the workplace, can progress onto:
- a Higher Level Apprenticeship programme such as Business & Professional Administration or Leadership & Management
- further or higher education to undertake customer service, business related or other qualifications, including Foundation Degrees in, for example, Contact Centres, Retail Management, Business Management or Hospitality
- a range of Customer Service, Contact Centres, Sales, Business related and other undergraduate programmes
- a range of Customer Service and other Professional Qualifications, including a Level 4 Diploma in Customer Service Management, a Level 4 Diploma in Contact Centres, a Foundation Degree in Contact Centre Management.
With additional training, Level 3 apprentices may be able to progress in their careers to roles including senior customer service supervisor, customer service manager, and a range of other senior customer service related roles.
Equality and diversity
It is important that apprenticeship Pathways are inclusive and can demonstrate an active approach to identifying and removing barriers to entry and progression. Pathways should advance equality of opportunity between persons who share protected characteristics and those persons who do not as identified in the Equality Act 2010.
The Protected characteristics identified in the Equality Act are age, disability, gender re-assignment, race, religion or belief, sex, sexual orientation, pregnancy and maternity. Marriage and civil partnership is also included although only in respect of the requirement to eliminate discrimination in employment.
Training providers and employers must also comply with the other duty under the Equality Act 2010 to ensure that applicants are not discriminated against in terms of entry to the industry based upon those nine protected characteristics.
According to national statistics (August 2016 data), males represent just over a third (38%) of employees working in customer service in the UK. Those working in customer service occupations are mainly female (62%). Only 34 per cent of males have part time jobs in customer service whereas 60 per cent of females working in the UK have part time jobs.
Although males are under-represented in customer service occupations they are much more likely to have full time positions.
Possible reasons for the imbalance between males and females in the sector include:
- the perception of customer service as a female orientated sector/job-role
- the role part-time staff play in the sector and the relatively high proportion of part-time jobs held by females within the sector
- the perceptions of customer service as not providing high level skills or not leading to professional status
- a perceived lack of a clear, progressive, skill pathway
- a lack of understanding that the generic nature of customer service skills can provide career routes into a wide range of sectors.
As the workforce and the customer base become more diverse, customer service needs to reflect that diversity and manage it effectively. This requires not only sensitivity to issues such as ethnicity, culture, gender and disability, but an awareness of the potential for different and more creative approaches that diversity in general brings to the business.
Apprenticeships are seen as a vital route to encourage and facilitate a diverse set of individuals entering into customer service. Entry conditions to this Pathway do not discriminate against any individuals, with the Pathway being open and accessible to all potential apprentices.
Mentoring is also promoted within the Apprenticeship to provide additional support and increase the chances of apprentices staying. Training providers and employers must also comply with the Equality Act 2010 to ensure that applicants are not discriminated against in terms of entry to and promotion within, the industry, using the protected characteristics
In order to address some of these issues, awareness of customer service as a profession being raised through:
- the Welsh Baccalaureate and the Principal Learning Qualifications in Business, Administration and Finance, Retail Business and Hospitality, as all these qualifications have underpinning customer service and equality and diversity themes
- teaching resources for schools
- opportunities to engage with ethnic groups and improve
- occupational opportunities various careers websites for the customer service Industry, which include non-stereotypical images
Instructus Skills will monitor take-up and achievement of all apprenticeships and take steps to address any barriers to take-up and achievement.
Employment responsibilities and rights
Employment Responsibilities and Rights (ERR) is no longer compulsory. But it is recommended that all apprentices (especially the 16 years -18 year group) receive a company induction programme.
Responsibilities
It is the responsibility of the Training Provider and Employer to ensure that the requirements of this pathway are delivered in accordance with the Welsh Government Apprenticeships Guidance.
Further information may be obtained from: Welsh Government
DfES-ApprenticeshipUnit@gov.wales
Annex 1 Level 2: Customer Services
Relationship between competence and knowledge qualifications
The Level 2 Diploma in Customer Service includes both knowledge and competence units.
A minimum total of 45 credits must be achieved to gain the qualification as follows:
All 19 credits must be achieved from the mandatory Group M. A minimum of 3 credits must be achieved from optional Group A. A minimum of 16 credits must be achieved from optional Group B. No more than 7 credits may be achieved from optional Group C.
Mandatory Group M
Competence Units
- Deliver customer service A/506/2130 Unit Credit Value 5
- Manage personal performance and development L/506/1788 Unit Credit Value 4
Knowledge Units
- Principles of customer service J/506/2132 Unit Credit Value 4
- Understand customers F/506/2131 Unit Credit Value 2
- Understand employer organisations A/506/1964 Unit Credit Value 4
Optional Group A
Competence Units
- Communicate verbally with customers D/506/2119 Unit Credit Value 3
- Communicate with customers in writing T/506/2126 Unit Credit Value 3
Optional Group B
Competence Units
Deal with incoming telephone calls from customers H/506/2154 Unit Credit Value 3
- Make telephone calls to customers K/506/2155 Unit Credit Value 3
- Promote additional products and/or services to customers L/506/2133 Unit Credit Value 2
- Process information about customers R/506/2134 Unit Credit Value 3
- Exceed customer expectations Y/506/2135 Unit Credit Value 3
- Deliver customer service whilst working on customer's premises T/506/2143 Unit Credit
Value 4
- Carry out customer service handovers T/506/2157 Unit Credit Value 3
- Resolve customer service problems A/506/2158 Unit Credit Value 5
- Deliver customer service to challenging customers F/506/2159 Unit Credit Value 3
- Develop customer relationships Y/506/2149 Unit Credit Value 3
- Support customer service improvements T/506/2160 Unit Credit Value 3
- Support customers through real-time online customer service A/506/2161 Unit Credit
Value 3
- Support customers using self-service equipment H/506/2977 Unit Credit Value 3
- Use social media to deliver customer service J/506/2163 Unit Credit Value 3
- Provide post transaction customer service K/506/2978 Unit Credit Value 5
- Resolve customers' complaints R/506/2151 Unit Credit Value 4
- Gather, analyse and interpret customer feedback D/506/2170 Unit Credit Value 5
Optional Group C
Competence Units
- Manage diary systems L/506/1807 Unit Credit Value 2
- Provide reception services H/506/1814 Unit Credit Value 3
- Contribute to the organisation of an event L/506/1869Unit Credit Value 3
- Buddy a colleague to develop their skills M/506/1895 Unit Credit Value 3
- Employee rights and responsibilities L/506/1905 Unit Credit Value 2
- Carry out direct sales activities in a contact centre L/503/0394 Unit Credit Value 5
- Deal with incidents through a contact centre K/503/0421 Unit Credit Value 7
- Health and safety procedures in the workplace T/505/4673 Unit Credit Value 2
- Bespoke Software F/502/4396 Unit Credit Value 3
- Develop working relationships with colleagues R/506/1789 Unit Credit Value 3
- Principles of equality and diversity in the workplace J/506/1806 Unit Credit Value 2
- Processing sales orders M/502/8587 Unit Credit Value 2
- Meeting customers' after sales needs R/502/8601 Unit Credit Value 3
- Handling objections and closing sales M/502/8606 Unit Credit Value 3
Knowledge Units
- Negotiate in a business environment H/506/1912 Unit Credit Value 4
You may need to supply the evidence requirements for Apprenticeship Completion certification if requested to do so by ACW.
Please note: those who have already achieved competence and/or knowledge qualifications prior to this Apprenticeship must select options, which will equip them with new skills and learning.
Annex 2 Level 3: Customer Services
Relationship between competence and knowledge qualifications
The Level 3 Diploma in Customer Service includes both knowledge and competence units.
A minimum total of 55 credits must be achieved to gain the qualification as follows:
All 31 credits must be achieved from the mandatory Group M. A minimum of 15 credits must
be achieved from optional Group A. A maximum of 9 credits can only be achieved from optional Group B.
Mandatory Group M
Competence units
- Manage personal and professional development T/506/2952 Unit Credit Value 3
- Organise and deliver customer service L/506/2150 Unit Credit Value 5
- Resolve customers' problems K/506/2169 Unit Credit Value 4
- Knowledge units
- Principles of business D/506/1942 Unit Credit Value 10
- Understand customers and customer retention J/506/2910 Unit Credit Value4
- Understand the customer service environment Y/506/2152 Unit Credit Value 5
Optional Group A
- Communicate verbally with customers D/506/2119 Unit Credit Value 3
- Communicate with customers in writing T/506/2126 Unit Credit Value 3
- Promote additional products and/or services to customers L/506/2133 Unit Credit Value 2
- Exceed customer expectations Y/506/2135 Unit Credit Value 3
- Deliver customer service whilst working on customer's premises T/506/2143 Unit Credit
- Value 4
- Deliver customer service to challenging customers F/506/2159 Unit Credit Value 3
- Develop customer relationships Y/506/2149 Unit Credit Value 3
- Support customer service improvements T/506/2160 Unit Credit Value 3
- Support customers through real-time online customer service A/506/2161 Unit Credit
- Value 3
- Support customers using self-service equipment H/506/2977 Unit Credit Value 3
- Use social media to deliver customer service J/506/2163 Unit Credit Value 3
- Provide post transaction customer service K/506/2978 Unit Credit Value 5
- Develop resources to support consistency of customer service delivery Y/506/2166 Unit
- Credit Value 5
- Use service partnerships to deliver customer service D/506/2167 Unit Credit Value 3
- Resolve customers' complaints R/506/2151 Unit Credit Value 4
- Gather, analyse and interpret customer feedback D/506/2170 Unit Credit Value 5
- Monitor the quality of customer service interactions K/506/2172 Unit Credit Value 5
- Champion customer service D/506/2153 Unit Credit Value 4
- Build and maintain effective customer relations R/506/2179 Unit Credit Value6
- Manage a customer service award programmes L/506/2181 Unit Credit Value 4
- Manage the use of technology to improve customer service Y/506/2183 Unit Credit Value 4
- Develop a social media strategy for customer service D/506/2962 Unit Credit Value 5
Optional Group B
- Manage diary systems L/506/1807 Unit Credit Value 2
- Provide reception services H/506/1814 Unit Credit Value 3
- Contribute to the organisation of an event L/506/1869 Unit Credit Value 3
- Buddy a colleague to develop their skills M/506/1895 Unit Credit Value 3
- Employee rights and responsibilities L/506/1905 Unit Credit Value 2
- Negotiate in a business environment H/506/1912 Unit Credit Value 4
- Lead direct sales activities in a contact centre team D/503/0397 Unit Credit Value 4
- Manage incidents referred to a contact centre K/503/0418 Unit Credit Value 6
- Bespoke Software J/502/4397 Unit Credit Value 4
- Promote equality, diversity and inclusion in the workplace T/506/1820 Unit Credit Value 3
- Manage team performance A/506/1821 Unit Credit Value 4
- Manage individuals' performance J/506/1921 Unit Credit Value 4
- Collaborate with other departments M/506/1931 Unit Credit Value 3
- Processing sales orders M/502/8587 Unit Credit Value 2
- Negotiating, handling objections and closing sales F/502/8612Unit Credit Value 4
- Obtaining and analysing sales related information R/502/8615 Unit Credit Value 4
- Buyer behaviour in sales situations K/502/8622 Unit Credit Value 3
You may need to supply the evidence requirements for Apprenticeship Completion certification if requested to do so by ACW.
Please note: those who have already achieved competence and/or knowledge qualifications prior to this Apprenticeship must select options which will equip them with new skills and learning.