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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Communicate with customers in a Contact Centre and BPO 
SAQA US ID UNIT STANDARD TITLE
377441  Communicate with customers in a Contact Centre and BPO 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 3  NQF Level 03  10 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This unit standard will provide learners with both verbal and non-verbal communication skills to communicate effectively with customers and use assertive skills to provide the underlying messages and respond to customer needs. Learners will use questioning skills to build relationships with the customer, avoid misunderstandings, persuade the customer and diffuse a heated situation.

The qualifying learner will be able to:
  • Demonstrate and apply knowledge of communication process theory.
  • Apply products and/or service knowledge to provide effective customer service.
  • Communicate effectively to build rapport with customers.
  • Apply questioning and listening techniques to respond to customers' needs.
  • Demonstrate assertive communication in a range of specific situations. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that learners are competent in:
  • Communication at NQF Level 2.
  • Mathematical Literacy at NQF Level 2.
  • Computer Literacy at NQF Level 2. 

  • UNIT STANDARD RANGE 
  • Customer needs include but are not limited to customer queries, customer demands, customer direct requirements, sales requests and customer questions.
  • This standard applies to Contact Centres that are in-bound and/or out-bound within a commercial or emergency context and will include appropriate subject matter and in the area in which the learner chooses to operate. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate and apply knowledge of communication process theory. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Elements of communication process theory are identified and described in terms of their functions. 

    ASSESSMENT CRITERION 2 
    Barriers of communication are described in terms of their impact to message communicated. 

    SPECIFIC OUTCOME 2 
    Apply products and/or service knowledge to provide effective customer service. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The importance of product and/or service knowledge in order to answer any product and/or service related questions is explained. 

    ASSESSMENT CRITERION 2 
    Each product and/or service knowledge is described in terms of the benefits, features and product or service related information. 

    SPECIFIC OUTCOME 3 
    Communicate effectively to build rapport with customers. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Call is answered and customer is greeted in accordance with organisational procedures. 

    ASSESSMENT CRITERION 2 
    Verbal and non-verbal communication techniques and/or strategies are applied to build rapport with customers. 

    ASSESSMENT CRITERION 3 
    Responses are communicated in a manner that fits the situation. 

    ASSESSMENT CRITERION 4 
    Constructive feedback is given when interacting with customers. 

    SPECIFIC OUTCOME 4 
    Apply questioning and listening techniques to respond to customer's needs. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Questioning skills are used to determine customer's needs and expectations. 
    ASSESSMENT CRITERION RANGE 
    Questioning techniques include but are not limited to well-structured, open-ended questions, funnel questions, probing questions, leading questions and rhetoric questions.
     

    ASSESSMENT CRITERION 2 
    Reflective responses are used to clarify questions to assure the other person that they have been heard. 

    ASSESSMENT CRITERION 3 
    Active listening skills are applied to establish rapport with customer in order to meet customer needs and expectations. 
    ASSESSMENT CRITERION RANGE 
    Active listening skills include but are not limited to full attention, open and closed questions, clarifying, reflecting, paraphrasing, summarising, using customer name and smiling.
     

    ASSESSMENT CRITERION 4 
    Statements and comments of customers are recorded and responded to in accordance with organisational requirements. 

    ASSESSMENT CRITERION 5 
    Responses are provided within specific time limits in compliance with organisational requirements. 

    SPECIFIC OUTCOME 5 
    Demonstrate assertive communication in a range of specific situations. 
    OUTCOME RANGE 
    Specific situations include but are not limited to workplace and the wider community. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The purpose of assertive communication is explained within the context of specific situations. 

    ASSESSMENT CRITERION 2 
    Barriers of assertive communication are described in terms of their causes and impact. 
    ASSESSMENT CRITERION RANGE 
    Barriers include but are not limited to culture, status, gender, age, perceptions and bias.
     

    ASSESSMENT CRITERION 3 
    Assertion techniques are used that fit the situation throughout the interaction in the workplace. 
    ASSESSMENT CRITERION RANGE 
    Assertion techniques include but are not limited to vocabulary, articulation, nonverbal communication, voice modulation and projection.
     

    ASSESSMENT CRITERION 4 
    Assertive communication is demonstrated when interacting in one-to-one situations. 

    SPECIFIC OUTCOME 6 
    Compose written communications in a contact centre. 
    OUTCOME RANGE 
    Written communication includes but is not limited to email, internal memorandum, SMS, letter and fax. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Communication is clear, accurate, concise, is spell checked and complies with the rules of English grammar and syntax. 

    ASSESSMENT CRITERION 2 
    Content and layout of communication comply with company procedures. 
    ASSESSMENT CRITERION RANGE 
    Content and layout include but is not limited to addressing and signing, level of delegation, level of responsibility, etiquette and use of jargon.
     


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Constructive feedback.
  • Motivation techniques.
  • Bypassing.
  • Formulating questions.
  • Communication skills. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems directly related to the identification and response to customer needs. 

    UNIT STANDARD CCFO ORGANISING 
    Organise and manage one`s activities when attending to customers so that responses are delivered in a professional manner according to requirements. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information pertaining to the identification of customer needs. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when responding to customer requirements so that informed, accurate advice is provided. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  93997   National Certificate: Contact Centre and Business Process Outsourcing Support  Level 3  NQF Level 03  Reregistered  2023-07-30  As per Learning Programmes recorded against this Qual 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Academy of York Pty Ltd 
    2. BRIGHT IDEA PROJECTS 447 PTY LTD T/A MIND -THE- GAP 
    3. PRODUCTION MANAGEMENT INSTITUTE OF SOUTHERN AFRICA PTY LTD 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.