Listings - Customer services

Customer service

So, what's it all about?

A well-known rule of business is that it's easier to sell to your existing customers than to find new ones. A satisfied customer is not only a good advert for your business, but they're likely to buy from you again. An unhappy customer, on the other hand, is not just a customer you've lost, but can do untold damage to your reputation.

No wonder, then, that a whole field has grown up devoted to keeping customers happy. In a small shop, customer service can be as simple - and important - as the person behind the counter giving a smile and a friendly greeting and helping shoppers find what they're looking for.

Larger businesses and other organisations might employ a dedicated customer service team, whose job it is to answer questions, give advice and offer refunds on faulty products. They're also the ones who have to sort out problems and deal with complaints.

Depending on their line of work, customer service staff will either sort out the problem directly, or point the customer in the direction of somebody else who can help. For example, a customer service assistant wouldn't be expected to fix somebody's broken boiler, but they would take down details of the problem and arrange a suitable time for the plumber to visit.

Customer service often involves dealing with the public face-to-face, but as many companies now have clients all round the country, and the world, telephone call centres and computer helpdesks are becoming increasingly important.

As well as serving their existing customers, businesses need to find new ones - and to persuade them to buy things. This is where sales and marketing come in.

Marketing basically means telling people about your company or product - whether through advertising or sponsorship, publicity stunts or viral videos on the internet.

Sales is about persuading them to part with their money. This might involve 'cold calling' - knocking on doors or making phone calls - or even entertaining a potential client at the races and finally persuading them to sign a big cheque after a few drinks.

What qualities do I need?

be a good communicator
be friendly and polite
have a good phone manner
have a strong commercial sense
be presentable
be patient, understanding and a good listener
know how to solve problems and think on your feet
have an excellent understanding of the organisation you work for

Vital Statistics

Hours: You'll usually work a 35-40 hour week, although extended opening hours mean that many shops and helplines are open at evenings and weekends, and even all night.

Environment: You're likely to be working in a busy environment, dealing with customers constantly - keep smiling.

Location: All over, but a high proportion of call centres are located in Scotland, where they employ 4.3% of the working population.

Apprenticeships in this sector

These are the Apprenticeships currently available in this sector. For more information and for details of the Apprenticeship framework, contact the Sector Skills Council listed after each.