Course Title: Provide quality service to customers

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: MKTG5849C

Course Title: Provide quality service to customers

School: 345T Media and Communication

Campus: City Campus

Program: C5231 - Diploma of Audiovisual Technology

Course Contact : Program Administration

Course Contact Phone: 03 9925 4815

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher contact details;
Rebekha Naim
9925 4849

Nominal Hours: 20

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

No pre-requisites or co-requistes are required.

Course Description

This course covers the interpersonal, communication and customer service skills required to create a positive impression and to establish rapport with the client. It involves the skills and knowledge of understanding, clarifying and meeting client needs and expectations. These fundamental customer service skills are required by a wide variety of people working at all levels across a range of industry workplaces.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUECOR03B Provide quality service to customers


1 Communicate with the customer

Performance Criteria:

1.1 Conduct communication with customers and colleagues in a polite, professional and friendly manner
1.2 Use language and tone appropriate to a given situation in both written and spoken communication
1.3 Use appropriate non-verbal communication in all situations
1.4 Observe and take into consideration non-verbal communication of colleagues and customers
1.5 Show sensitivity to cultural and social differences when communicating with others
1.6 Use active listening and questioning to facilitate effective two-way communication
1.7 Identify potential and existing conflicts and seek solutions in conjunction with parties involved


2 Maintain personal presentation standards

Performance Criteria:

2.1 Practice high standards of personal presentation in accordance with:
• enterprise requirements
• work location
• occupational health and safety issues
• impacts on different types of customers
• specific requirements for particular work functions


3 Provide service to customers

Performance Criteria:

3.1 Identify customer needs and expectations correctly, including those with special needs, and provide appropriate products, services or information.
3.2 Meet all reasonable needs and requests of customers within organisational guidelines and timeframes
3.3 Identify and take all opportunities to enhance the quality of service


4 Respond to customer complaints

Performance Criteria:

4.1 Recognise customer dissatisfaction promptly and take action to resolve the situation according to individual level of responsibility and organisational procedures
4.2 Handle customer complaints positively, sensitively and politely and in consultation with the customer
4.3 Use appropriate techniques to avoid escalation of the complaint
4.4 Refer escalated complaints to the appropriate person if resolution falls outside individual level of responsibility and organisational policy and procedures
4.5 Maintain a positive and co-operative manner at all times

Learning Outcomes

On successful completion of this unit, you will be able to provide quality service to internal and external customers in the audiovisual industry.

Details of Learning Activities

In class learning activities include, but are not limited to:
• lectures
• group discussion
• teacher directed group activities/role play

Out of class activities include, but are not limited to:
• online research

Teaching Schedule

Please note: While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of speakers and resources.

WeekClass ContentElements Covered
Week 1                 

Focus: Course outline, introduction to the course guide, resources, assessment tasks and expectations.
Includes: Lecture and group discussion.
Customer service video

1.1, 1.2, 1.3, 1.4, 1.5, 1.6, 1.7


3.1, 3.2, 3.3,

4.1, 4.2, 4.3, 4.4, 4.5

Week 2Formative assessment: Practical exercise 1 & 2
Includes: Lecture, group discussion and teacher directed group activities/role play
1.1, 1.2, 1.3, 1.4, 1.5, 1.6, 1.7


Week 3Formative assessment: Practical exercise 3 & 4
Includes: Lecture, group discussion and teacher directed group activities/role play
3.1, 3.2, 3.3,

4.1, 4.2, 4.3, 4.4, 4.5

Week 4Summative assessment: MAT exercise in Carlton Library lab
Focus: Competency overview
1.1, 1.2, 1.3, 1.4, 1.5, 1.6, 1.7


3.1, 3.2, 3.3,

4.1, 4.2, 4.3, 4.4, 4.5

Week 5Focus: Feedback session with your teacher1.1, 1.2, 1.3, 1.4, 1.5, 1.6, 1.7


3.1, 3.2, 3.3,

4.1, 4.2, 4.3, 4.4, 4.5

Learning Resources

Prescribed Texts

Please refer to the relevant URL links, guides and references in the course Blackboard site and World Wide Web.


You are advised to look at the course Blackboard site for ongoing updated information. Students are expected to make full use of the University library facilities.

Other Resources

It is recommended that you bring materials to classes to make notes, for example;
• a pen and notepaper

Overview of Assessment

Critical aspects of assessment and evidence required to demonstrate competency in this unit are:
Understanding of communication and customer service and its importance in the context of the cultural industries
Ability to communicate effectively with customers, including those with special needs, within the range of situations required for the relevant job role
Ability to respond effectively to a range of different customer service situations

Assessment Tasks

Assessment tasks in this course are either formative or summative.
Formative tasks provide the basis for ongoing feedback and can be considered an essential building blocks for the more substantial summative assessment tasks. Summative assessment tasks in this unit are graded.

For further information on the assessments and grading criteria, please refer to the course Blackboard site.

To demonstrate competency in this course, you will need to complete each one of the following pieces of assessment to a satisfactory standard.

Formative Assessment

These assessments involve role-play of typical situations in the audiovisual industry. When being assessed you must demonstrate a deep understanding of the relevant unit element and underpinning knowledge and skills of the competency.
1. ‘Communicate with the customer’ (Practical exercise 1) To be conducted in Week 2, Wednesday 18th September 2013
2. ‘Maintain personal presentation standards’ (Practical exercise 2) To be conducted in Week 2, Wednesday 18th September 2013
3. ‘Provide service to customers’ (Practical exercise 3) To be conducted in Week 3, Wednesday 9th October 2013
4. ‘Respond to customer complaints (Practical exercise 4) To be conducted in Week 3, Wednesday 9th October 2013

Summative Assessment

Theory exercise online using MAT. This assessment involves annotating a video looking at the elements and underpinning knowledge of providing quality service to customers, including effective communication techniques and knowledge of personal presentation.
To be conducted in Week 4, in the PC Lab in the Carlton Library, Wed 16th October 2013

The grades which apply to this course, delivered in accordance with competency-based assessment, but which also uses graded assessment, are as follows:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for Assessment

Assessment Matrix

The assessment matrix demonstrated alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program administration.

Other Information

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that you attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

Feedback - You will receive verbal and written feedback by teacher on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects.
Go to Student Feedback at RMIT on the RMIT website

Student Progress
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Go to the Student Progress Policy on the RMIT website.

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. Special consideration, appeals and discipline

Cover Sheet for Submissions
You must complete a submission cover sheet for every piece of submitted work. This signed sheet acknowledges that you are aware of the plagiarism implications.

Academic Integrity and Plagiarism - RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy go to Academic Integrity on the RMIT website.

Course Overview: Access Course Overview