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Before you learn more its important to know the difference between legislation and
regulations. Legislation contains laws passed by the government, usually in the form of
Acts, which must legally be followed. To ensure this is the case, regulators (who are
usually government bodies) will examine the laws that have been passed and work out
what needs to be enforced so that organisations are operating in accordance with the
law. This process results in the creation of regulations which specify the legal
requirements that an organisation must follow.
Equality
We looked at the Equality Act 2010 in Unit One, but lets look at it in relation
to customers. How does equality affect customer service?
As you know, the Equality Act names nine protected characteristics which help to
strengthen the rights of customers to be treated fairly and not be discriminated
against. Lets remind ourselves of these characteristics:
Age
Disability
Gender identity and reassignment
Marriage and civil partnerships
Pregnancy and maternity
Race
Religion or belief
Sex
Sexual orientation.
The Act applies to employees at work and to service users using all types of retailer,
charity or public services. It doesnt matter if the customer has paid for a product or
service from you/your organisation or if it has been provided free of charge you
shouldnt discriminate against them. If a customer feels discriminated against, the
repercussions can result in disciplinary action for the employee and even court
action for the employer.
Data protection
The Data Protection Act 1998 requires all organisations that process data on
individuals to be listed in the register of data controllers, which is held by the
Information Commissioners Office (ICO).
Individuals (that is, customers) have rights under the Act.These rights are:
National security
Crime detection
Domestic use only.
Freedom of information
The Act enables the general public to request information from public bodies. The
information request can be for all the information the body holds on any given
subject.
Information must be supplied to the person who requested it within 20 working days.
Some public bodies may employ or designate responsibility to members of staff for
dealing with such requests. However, if you work as a customer service
representative for a public body, you can expect to be contacted on occasion in
relation to these requests. Your organisations Freedom of Information policy will set
out how to deal with such requests. For example, you may be asked to pass such
requests on to the relevant staff member.
Consumer legislation
There is also consumer-related legislation. Again, you touched on this earlier in this
Unit but only scratched the surface! Here is a recap of what you covered in Session 3
Misleading actions
Examples of misleading actions include:
Misleading actions
Examples of aggressive practices include any practices which impair the consumers
freedom to choose by harassing, coercing or unduly influencing them.
In summary
Of course, as a customer service professional it is highly unlikely that you will
knowingly commit an offence under these regulations. However, if youre new to the
profession and are still undergoing training, then you may not necessarily know the
boundaries of what you can and cannot do by law. Ask your line manager if youre
unsure about these regulations and how they apply to you and your organisation.
On the web
As you work through this session you may find the following websites useful for further
research:
www.hse.gov.uk
www.ico.gov.uk
www.which.co.uk
Health, safety and security
Pages:
Organisations must ensure that all visitors to their premises including customers
and suppliers are aware of potential workplace hazards.
How does this work in practice? The organisation will need to warn customers and
other visitors to their premises of any danger or potential hazards. This could include:
The Health and Safety Executive, which is the independent regulator in this field, takes
breaches of health and safety legislation very seriously. It may publish an organisations
name and the culprits responsible for the breach if necessary. This may result in
negative press coverage for the organisation.
Under health and safety legislation, employees duties will usually consist of:
Lone workers
Many customer service situations will mean working alone, for example when serving a
customer, when left in charge while a manager runs errands or when delivering goods
to a customers address.
Sales representatives
Bus drivers
Nurses, midwives and police officers
Taxi drivers
Shop workers
Engineers (such as gas fitters, plumbers and electricians)
Customer service staff
Window cleaners, domestic cleaners
Council housing staff.
Starting work very early or finishing very late, when there are fewer people around
Carrying money
Customer, service user or client behaviour that is increasingly aggressive or highly
emotional.
Travelling alone on business
If a lone worker has experienced an altercation with a customer, they may suffer from
stress, anxiety, or become withdrawn. In the worst case, they may feel unable to attend
work or hand in their notice.
You may be familiar with some of these topics as they have been discussed already in
relation to employer and employee duties. However, again they relate to customer
service.
Risk assessments
It is an employers duty, under the Management of Health and Safety Regulations 1992
to complete risk assessments of the workplace on a regular basis. They must report the
findings to employees. In Unit 1 you learned about the concepts of hazard and risk. Take
a moment to remind yourself of these now Tap the link below to read definitions.
Hazardous substances
The Control of Substances Hazardous to Health Regulations 1992 provide guidance
on handling and storingsubstances such as chemicals, solvents and paints. Such
substances tend to be irritants or corrosives (for example, bleach, turpentine, white
spirit).
Training
Anyone involved in providing customer service who deals with such substances will
need proper training in handling, using and storing these substances.
Its a myth that most organisations dont work with substances that are harmful to
health. Most organisations do use harmful substances, even if at first these substances
appear to be entirely ordinary.
An example of this might be restaurant staff handling cleaning products which are
irritants. They must ensure they use and store such products in a way that does not
cause risk or harm to themselves or their customers.
Manual handling
The Manual Handling Regulations 1992 provide guidance for the safe handling of
loads. Manual handling is often associated with lifting heavy objects, but it can also
apply in person-to-person contact situations, for example, when service users in
hospitals or care homes rely on carers, doctors or nurses for physical support when
walking or standing.
Its important to assess the situation when manually handling objects (or people). Often
there are lifting or moving devices available to help, which can minimise the risk of
injury to both the person providing customer service and the customer/service user.
Examples include library staff who use trollies to move books from one place to another,
or transport providers who use ramps to enable wheelchair users and those with
walking difficulties to access the transport more easily.
Display screen equipment is classed as any machinery or equipment that has a screen.
This equipment is more commonly known as visual display units (VDUs).
Employees working with these for more than one hour a day are classed as VDU users.
When using this equipment, people are normally sitting for extended periods of time
while concentrating on the screen. This can introduce fatigue and repetitive strain
injuries.
Employers will usually assess display screen equipment that employees use, and may
make adjustments to workstations (where the employee sits) if they think there are
potential hazards or risks.
For example, customer service representatives such as salespeople often spend a large
portion of time either travelling to visit customers or hosting customers at their
premises. Display screen equipment regulations should be taken into account when
customers are present, especially if contact with them is frequent or over a prolonged
period of the working day.
On the web
Take a look at the following websites for more information on health and safety in the
workplace.
IOSH.co.uk
Safety and Health Practitioner
Health and Safety Executive
Its imperative that anyone who deals with customers does their utmost to protect the
security of customers and their property. Many customer service representatives deal
with customer property (for example restaurant staff or baggage handlers). Whether
you do or not is entirely dependent on your organisation and the sector/industry in
which it operates.
Sign-in procedures are important in protecting
customers security.
Protecting the customer
There are obvious times when you will need to protect the security of your customers,
for example, when they visit the premises of your organisation. Depending on what your
organisation does, it may operate sign-in procedures.
When customers visit premises, they may need to sign in, give their car registration
details or be given a visitors pass so they can easily be identified as people who are not
staff, and so that the organisation has a record of who is in the building in case there is a
need to evacuate it.
Case study
Tap to read a case study about security!
Take a look at the following case study to see why ensuring customer security and
safety of customers physical property is very important to an organisation.
The lockers are checked at the end of every day for any faults or problems, as it is the
organisations responsibility to ensure that these are secure and fit for the purpose of
storing customers belongings. Alice is responsible for checking these lockers at the end
of every day. The items to be placed in the safe are put in clear plastic bags, and the
customers name is written on them, to ensure that customers do not take home other
peoples belongings.
Ensuring the physical security of customers
Another way that the leisure centre ensures that its customers belongings are secure is
via a card system. When customers become members of the leisure centre they are
given a card which they scan at the reception desk upon entry. It is Alices responsibility
to ensure that all customers entering the leisure centre scan their cards upon entry, and
that all non-members and visitors leave their names at reception so that they can be
given a guest card/visitor pass.
Some lockers may be faulty. When customers place their belongings in these faulty
lockers they may not lock correctly, and the belongings of the customers could be at risk
of being stolen. It is the centre's responsibility to check that lockers are secure. The
lockers must be checked every day.
The customers more valuable belongings are Alices responsibility. If she fails to lock
the safe correctly, or writes the wrong name on a bag, the belongings could be stolen or
given back to the wrong customer. If this happened, then the customers would be likely
to be very angry, and may cancel their membership and become a member at a
competitors leisure centre.
The card system ensures that Alice knows how many people are in the building at all
times. This means that in the event of a fire, she knows exactly how many people there
should be at the designated fire assembly point, and can do a head count to ensure that
everyone is accounted for. This system also ensures that non-members cannot use the
facilities without paying at the reception desk.
In summary
There are times when protecting the security of customers and their belongings is very
important. If the security and belongings of customers are not carefully protected and
the security processes are not continually checked and reviewed, then an organisation
may encounter health and safety issues, legal problems and a loss of customers. This
could lead to an organisation going out of business.
Anyone who deals with customers will be working towards goals and targets.
Exceptional customer service representatives will strive to improve service anyway, as
part of their jobs. After all, continuous improvement is the aim of any organisation, no
matter what sector they are in.
Its important that any suggested improvements are approved by the proper authorities
and remain within the law. But how is this achieved?
What was the situation that made you think about improving current practices? Was it
a result of feedback from a customer or a result of a feedback from managers or even
competitors?
You must also be able to identify the organisations procedures, policies and
practices that may have an impact on any proposed improvements to customer service.
Summary
Identify improvement needed
Identify why it needs to happen
Identify which policies, procedures and practices may be affected.
Consult
Its always best practice to consult with colleagues, managers, heads of
department or directors about the changes you wish make. They are best placed to
provide you with feedback and constructive criticism about suggestions to service
improvements.
Consult customers
Managers may also deem it necessary to consult customersor service users about the
proposed changes, in order to gauge whether their feedback is positive or negative
towards the idea of change.
Formal or informal?
Consultations can be informal (conversations, meetings) or formal (structured
documents detailing proposed changes and their intended impacts). Third and public
sector organisations may find it necessary to operate more formal consultation
procedures in order to ensure they have feedback from a wide range of service users
and customers.
Summary
Identify improvement needed
Identify why it needs to happen
Identify which policies, procedures and practices may be affected.
Agree
Its vital to agree the actions that need to be implemented in order for a service
improvement to take place. Organisational requirements will need to be met and the
best interests of the organisation and the customer at heart.
Agreements may need to be formal again, between a range of people within the
organisation, or agreements may be quick, snap decisions that can easily be
implemented without being affected by legislation limitations.
Summary
Identify improvement needed
Identify why it needs to happen
Identify which policies, procedures and practices may be affected.
Case study
Take a look at the following case study to see how the three-step procedure for
making improvements in customer service would be applied in a working environment.
Tom works in a coffee shop on a busy high street. People often order their drinks to take
away and then sit down to wait until they are ready, Tom and the other baristas then
shout out the orders when the take-away drinks are ready, and the customers come and
collect them.
Identifying improvements
The coffee shop is very busy throughout the day and customers often have similar
orders, which can lead to the wrong people collecting the drinks once they are ready
and some customers having to wait a long time for a take-away drink that they generally
want quickly.
This leads to customer dissatisfaction, as customers are waiting a long time for their
drinks, and Tom has noticed that some of the regular customers have been complaining
about long waiting times. Tom is worried that if this continues the coffee shop may
begin to lose customers to other coffee shops on the high street.
Tom identifies that in order to improve this, the customers initials could be written on
the take-out cups when the order is taken. He has seen this being done at competitors
coffee shops and it does not impact negatively on service times. This would mean that
the customers would know which drinks were theirs and would avoid confusion over
orders, improving the service the customers receive.
Consulting colleagues
This would involve minor changes to policies and procedures, as staff would need to
mark on the initials on the take-away cup, and shout out the initials and the original
order to the waiting customers. Tom consults his colleagues, and they think that it is a
good idea, so he arranges to speak to his manager about it in an informal conversation.
Toms manager also feels that it would be a good solution to the existing problem. Toms
manager then speaks to some regular customers and they also react positively to this
idea of change.
Agreeing actions
Toms manager calls a meeting at the end of that working day, with Tom and the other
baristas present, to agree on the actions that should be taken to implement this service
improvement. The agreements lead to a quick decision that can be implemented
without impacting on any legislation, and the service improvement is put into place
over the next few working days.
From this case study you can see that Tom has effectively followed the three-step
procedure for implementing service improvements. He identified an improvement and
which policies and procedures it would affect; he consulted with his colleagues,
manager and the customers in an informal way, and they agreed the actions that would
be taken to implement this service improvement.
Below are some examples of how certain business service improvements may be
affected by legislation.
Case study 1
Arnies Fish Restaurant is a relatively new business which is making a steady profit due
to the quality of food and service. The manager is keen to keep his customers happy,
and has recently received feedback that the restaurant itself is too cramped to properly
accommodate his customers. The manager hopes to address this by expanding his
restaurant to the 1st floor, creating more space for his diners. However certain
disability legislation such as the Equality Act 2010 requires appropriate disabled access
to all parts of the restaurant. The business is unable to afford these changes and the
manager therefore cannot expand onto the 1st floor. He must first gain enough profit to
install appropriate disability access (such as lifts) in order to comply with legislation.
Case study 2
Mark Godlin is a mobile hairdresser who wishes to gain more custom by making flyers
to advertise his services. He gets hundreds of flyers printed with the words Voted
officially the best hairdresser in London, along with his business and contact details.
Mark is however unable to distribute his flyers as he is in breach of two acts of
legislation. The Unfair Trading Regulations 2008 state that it is illegal to make
misleading claims about your business. Mark has no evidence that he is the best
hairdresser in London but only used the phrase to tempt customers.
Case study 3
An internet service provider wishes to expand its services by pairing up with an
overseas company who specialize in the same field. This would allow the company to
offer more services to its customers and provide a wider base of customer support.
However, the Data Protection Act 1998, only allows for personal information to be
transferred between certain countries. Since the overseas company is Australia (a
country which does not comply with the same data protection laws), the internet
service provider cannot legally share customer information and therefore is unable to
expand overseas.
In summary
In this Session you have learned about the role of customer service in
organisations. You should now be able to:
Identify customer service related legislation and external regulations and how
these may affect customer service
Outline how business service improvements might be limited by legislation
Explain how the requirements of the Health and Safety at Work Act (1974) are
relevant to customer service
Explain individual health and safety responsibilities while delivering customer
service
Identify ways in which the security of customers and their property can be
protected
Describe how to gain approval to change customer service procedures or
practices that are affected by legislation.
A. Mission statement
B. Charter
C. Promise
A. True
B. False
Q4. Why should you keep a customer updated of progress/delays during the
complaint process?
A. So that you can establish a rapport and potentially retain the customer
B. So that you can improve the organisations public image
C. So the organisation adheres to local and legal guidelines
D. All of the above
A. Legal constraints
B. Time constraints
C. Financial constraints
D. Overpromising
E. All of above
The correct answer is: A. Deal with heightened customer expectations by lowering
them
Answer selected: B. Apologise, explain, offer alternatives if possible
The correct answer is: B. False if complaints are dealt with effectively they can be
used to shape positive change and raise awareness of issues which can then be
improved.
Answer selected: B. False if complaints are dealt with effectively they can be used
to shape positive change and raise awareness of issues which can then be
improved.
Q8. Which of the following is NOT a common reason why a customer might
complain?
A. Faulty equipment
B. Too little information provided
C. Personal circumstances
D. Poor support services
E. Human error
F. Delays in delivery
A. Regulations that require traders to use reasonable care and skill when supplying
goods and services, that requires any materials or goods provided to be of
satisfactory quality, fit for purpose and as described
B. Regulations that protect consumers who buy goods at a distance (via the internet,
mail-order and telephone)
C. Regulations that prohibit the sending of unsolicited goods and then demanding
money for them
The correct answer is: B. Regulations that protect consumers who buy goods at a
distance (via the internet, mail-order and telephone)
Answer selected: A. Regulations that require traders to use reasonable care and skill
when supplying goods and services, that requires any materials or goods provided to
be of satisfactory quality, fit for purpose and as described
"Under health and safety legislation, employees will have duties such as:
familiarising themselves with fire and evacuation notices in case of fire,
knowing the first aider who is on duty at the time, knowing where fire exits are,
complying with the organisations health and safety guidance, co-operating
with their employer and ensuring they get proper training.
A. True
B. False