Make telephone calls to customers
This subtopic equips learners with the essential skills to conduct professional telephone calls with customers, covering preparation, communication etiquette, and post-call actions. Emphasis is placed on planning for clarity, building rapport, handling queries effectively, and ensuring a positive customer experience that aligns with organisational standards.
Assessment criteria
Quick Revision Summary (Key Takeaway)
The Ascentis Level 2 Diploma in Customer Service covers professional customer service skills, communication techniques, complaint handling, and service improvement strategies. It equips students with practical knowledge to deliver excellent service in various business settings.
Topic Overview
Customer service is a critical function in any business, directly impacting customer satisfaction, loyalty, and brand reputation. The Ascentis Level 2 Diploma in Customer Service covers the principles and practices needed to deliver excellent service across various channels, including face-to-face, telephone, email, and online. Students learn how to communicate effectively, handle complaints professionally, and contribute to service improvement.
This qualification is vocationally relevant, preparing students for roles such as customer service advisor, receptionist, or call centre agent. It emphasises real-world application, including understanding customer expectations, managing difficult situations, and using feedback to enhance service quality. Mastery of these skills is essential for career progression in business administration and customer-facing roles.
Key Concepts
Core ideas you must understand for this topic
- →The definition of customer service: providing assistance and support to meet customer needs.
- →Communication skills: active listening, clear verbal and written communication, and appropriate tone.
- →Complaint handling: the steps to resolve issues effectively and maintain customer relationships.
- →Service standards: setting and measuring performance against benchmarks.
- →Customer feedback: collecting and using feedback to improve service delivery.
Learning Objectives
What you need to know and understand
- Explain the importance of planning before making a customer telephone call.
- Identify the key stages of a successful customer telephone call.
- Prepare a call plan that includes clear objectives, anticipated questions, and necessary resources.
- Demonstrate professional telephone etiquette throughout a customer conversation.
- Apply active listening and effective questioning techniques to understand customer needs.
- Handle customer objections or queries calmly and offer suitable resolutions.
- Conclude a call by summarising agreed actions and using an appropriate sign-off.
- Record call outcomes accurately in line with organisational procedures.
Assessment Criteria
Key criteria assessors look for in your portfolio
- Award credit when the learner's call plan includes specific objectives, a structured opening, and prepared answers for expected questions.
- Look for evidence of professional greeting, clear identification of self and organisation, and a polite, unhurried tone throughout the call recording or observation.
- Credit responses that demonstrate paraphrasing and verification of customer requirements before offering solutions.
- Assess whether the learner appropriately manages an objection by acknowledging the customer's concern and providing a clear, relevant alternative.
- Check that the learner summarises the call outcome, confirms next steps, and thanks the customer before disconnecting.
- Ensure the learner accurately logs call details, follow-up actions, and any promises made, respecting data protection requirements.
Assessment Guidance
Guidance for achieving higher grades
- 💡Practice role-playing calls and record them to self-assess your tone, pacing, and adherence to a call plan.
- 💡For written assignments, always reference real customer scenarios or case studies to show practical application of theory.
- 💡In observed assessments, pause briefly before answering a query to show you are considering the customer's words actively.
- 💡When handling objections, keep your voice calm and positive, and always offer a next step – never leave the customer without a resolution or commitment.
- 💡Use specific examples from your own experience or case studies to illustrate points.
- 💡Always structure answers using the mark scheme's command words (e.g., 'describe' requires detail, 'explain' requires reasons).
- 💡For calculation questions, show all working steps to gain method marks even if the final answer is wrong.
Common Mistakes
Common errors to avoid in your coursework
- Launching into a call without a clear aim, leading to rambling or unproductive conversations.
- Speaking too quickly, interrupting the customer, or using technical jargon that the customer may not understand.
- Failing to listen actively and instead pushing a predetermined script without adapting to the customer's actual needs.
- Not confirming understanding or summarising agreed actions, causing confusion or unmet expectations later.
- Neglecting to record call details or follow-up promises, which can result in broken commitments and poor service recovery.
- Misconception: Customer service is only about being polite. Correction: It also involves problem-solving, product knowledge, and efficient processes.
- Misconception: Complaints are always negative. Correction: Complaints provide opportunities to improve service and retain customers.
- Misconception: Customer service is the same across all industries. Correction: Different sectors have unique expectations and regulations.
Revision Plan
How to revise this topic in 1–2 weeks
- 1Week 1: Focus on core principles – read the unit on 'Principles of Customer Service' and create flashcards for key terms.
- 2Day 8-9: Practice complaint handling scenarios – write out step-by-step responses for different situations.
- 3Day 10-11: Study communication techniques – role-play active listening and questioning skills.
- 4Day 12-13: Review service improvement – learn how to analyse feedback and suggest changes.
- 5Day 14: Attempt past exam questions under timed conditions and review mark schemes.
Exam Question Types
How this topic typically appears in the exam
- 📋Short-answer questions: Define terms like 'customer service' or 'complaint'. Be concise and use correct terminology.
- 📋Scenario-based questions: Describe how you would handle a given situation. Use the complaint handling steps.
- 📋Calculation questions: Compute costs or service metrics. Show all workings.
- 📋Essay-style questions: Evaluate the importance of customer service. Use examples and structure with introduction, body, conclusion.
Command Word Expectations (ASCENTIS)
What examiners look for when using specific command words in this specification
Provide a detailed account of the features or steps involved. No need for reasons or evaluation.
Give reasons or causes for why something happens or why a step is important.
Make a judgement based on evidence, discussing pros and cons, and reach a conclusion.
How Students Lose Marks (Examiner Pitfalls)
Common mark loss traps and how to write 100% full-mark answers
Step-by-Step Worked Solutions
Detailed solution breakdown for typical exam problems
Question: A customer complains that their order arrived damaged. Describe the steps you would take to resolve this complaint effectively. (6 marks)
- 1.Step 1: Listen carefully to the customer's complaint without interrupting.
- 2.Step 2: Apologise sincerely for the inconvenience caused.
- 3.Step 3: Take ownership by explaining you will handle the issue personally.
- 4.Step 4: Offer a solution, such as a replacement or refund.
- 5.Step 5: Confirm the customer's agreement with the solution.
- 6.Step 6: Follow up after the issue is resolved to ensure satisfaction.
Question: Calculate the total cost of handling 50 customer complaints if each complaint costs £15 in staff time and £5 in compensation. (2 marks)
- 1.Step 1: Calculate cost per complaint: £15 + £5 = £20.
- 2.Step 2: Multiply by number of complaints: £20 × 50 = £1000.
Active Recall Memory Test
Test your memory before revealing the key facts
Frequently Asked Questions
Common questions students ask about this topic
Pass / Merit / Distinction Evidence Checklist
How your portfolio evidence is graded for ASCENTIS Make telephone calls to customers
Every vocational unit is marked against named criteria rather than an exam percentage. Your tutor's brief lists the exact codes for this unit — here is what each band is asking you to do.
Demonstrate baseline knowledge, accurate terminology, and core practical application.
Provide detailed analysis, structured explanations, and clear workplace reasoning.
Deliver thorough evaluation, original problem solving, and fully justified recommendations.
Before You Start
Prior knowledge that will help with this topic
- •Basic understanding of business operations and customer roles.
- •Effective communication skills in English (written and verbal).
- •Familiarity with common office technology (e.g., email, phone systems).
Coursework AI Review
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Key Terminology
Essential terms to know
- Call planning and preparation
- Customer rapport building
- Professional telephone etiquette
- Active listening and questioning
- Handling objections and queries
- Post-call administration
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