Influencing skills — Highfield Qualifications End-Point Assessment Business Administration Revision
This element focuses on developing the skills to influence customer decisions ethically and effectively by presenting clear, accurate information and a ran
Topic Synopsis
This element focuses on developing the skills to influence customer decisions ethically and effectively by presenting clear, accurate information and a range of suitable options. Learners must demonstrate how to align customer needs with organisational offerings to create outcomes that satisfy both parties, enhancing satisfaction and loyalty while meeting business objectives. Practical application includes using questioning techniques, active listening, and persuasive communication tailored to the individual customer.
Key Concepts & Core Principles
- Principles of Customer Service: Understanding the core values of customer service, including putting the customer first, meeting their needs, and building positive relationships.
- Effective Communication: Using verbal and non-verbal communication, active listening, and questioning techniques to understand and respond to customer needs.
- Complaint Handling: Following a structured process to resolve customer complaints, including acknowledging the issue, investigating, and providing a satisfactory resolution.
- Legal and Regulatory Requirements: Knowing key legislation such as the Consumer Rights Act 2015, Equality Act 2010, and data protection laws (GDPR) that affect customer service.
- Team Working: Collaborating with colleagues to deliver consistent service, sharing information, and supporting each other to achieve team goals.
Exam Tips & Revision Strategies
- When completing written assignments, always structure your response by first identifying the customer’s needs, then listing the options you offered with a justification for how each aligns with those needs and organisational goals.
- In role-play assessments, explicitly state how the chosen option benefits both parties—for example, 'This plan gives you the coverage you want, and it also helps us maintain a long-term relationship with you.'
- Use the STAR method (Situation, Task, Action, Result) to frame your evidence, ensuring you highlight the thinking behind your influencing approach.
- Review the Highfield assessment criteria carefully and ensure your evidence demonstrates a balance between customer advocacy and commercial awareness.
Common Misconceptions & Mistakes to Avoid
- Confusing influencing with hard selling or manipulation, leading to pushy behaviour that ignores customer needs.
- Focusing solely on organisational benefits when presenting options, which can make the customer feel undervalued.
- Failing to listen to the customer’s underlying concerns, resulting in offering irrelevant or mismatched solutions.
- Assuming the customer understands technical jargon or product details without checking their level of knowledge.
Examiner Marking Points
- Award credit for demonstrating the ability to clearly explain product or service features in a way that directly addresses the customer's expressed needs.
- Assessor must see evidence of offering at least two viable options and articulating the pros and cons of each from both the customer's and the organisation's perspective.
- Look for use of positive, confident language and non-verbal cues (if observed in role-play) that encourage customer trust without pressure.
- Evidence should show how the learner checked the customer's understanding and confirmed satisfaction with the chosen option, ensuring mutual benefit.