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Session: 2022/23

Last modified: 14/04/2021 17:43:26

Title of Module: Customer Service Skills

Code: MARK08014 SCQF Level: 8
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Eileen  Conlan

Summary of Module

Customer service builds upon the theoretical underpinning of relationship marketing. Customer Relationship Marketing (CRM) takes place when a firm develops strategies which assist in creating relationships with the customer to gain their repeat business.  Adding value through customer service techniques has many benefits including: aiding the development of positive long-term relationships with customers, cost savings and contributing to overall business success (Wood, 2017; Zeithaml, Bitner and Gremler, 2017; Lucas, 2018 ).   This module examines:

  1. Personal skills that are essential in providing customer service, the variety of approaches to customer service e.g. human interaction, technology interactions, the influence of personal behavioural styles and how to build and maintain the customer relationship through using personal skills.
  2. The variety of ways companies can evaluate and measure the level of customer service provided.

The module will aid students in developing an understanding of the importance of customer service in terms of adding value to the company and students will also develop an awareness of personal behavioural styles and the influence this has on the service experience.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1


Term 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. To understand the concept of customer service and the methods adopted to develop and maintain customer service.

L2. To understand the relationship between the company, the employee and the customer in terms of behaviour.

L3. To understand how to evaluate and measure customer service provided (across a variety of industries).

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 8.

Developing an understanding of the theoretical areas relating to Customer Service.

Practice: Applied Knowledge and Understanding SCQF Level 8.

Investigating and demonstrating the practical application of Customer Service theory.

Generic Cognitive skills SCQF Level 8.

The ability to assess Customer Service procedures.
Synthesising academic and applied research material in order to plan and write reports.

Communication, ICT and Numeracy Skills SCQF Level 8.

Demonstrate Communication Fluency - both oral and written which will require comprehensive ICT skills to be developed.

Autonomy, Accountability and Working with others SCQF Level 8.

The ability to work and present as a team.
Developing an ability to research relevant theory and produce original work in the form of reports.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
This module is offered as blended learning experience. Class attendance for workshops will be essential. However, these will be delivered in conjunction with online learning material. Workshops aim to further develop prerequisite independent study, to encourage social interaction and provide opportunities to share knowledge.
All study materials will be available in electronic form on Moodle.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery24
Tutorial/Synchronous Support Activity12
Independent Study164
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Lucas, R (2018) ‘Customer Service Skills for success’ (7th edn), McGraw-Hill

Timm, P (2014) ‘Customer Service: Career Success Through Customer Loyalty’ (6th edn), Pearson Education Ltd.

Zeithaml, V., Bitner, M and Gremler, D (2017) ‘Service Marketing: Integrating Customer Focus Across the Firm’ (7edn), McGraw-Hill International

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

Where a module has Professional, Statutory or Regulatory Body requirements these will be listed here:
In line with the Academic Engagement and Attendance Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on Moodle, and complete assessments and submit these on time. Please refer to the Academic Engagement and Attendance Procedure at the following link: Academic engagement and attendance procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorPravin Balaraman
External ExaminerJ White
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Assessment 1 is a practical assessment with a short written reflection worth 50% of the overall grade.
Assessment 2 is a written report worth 50% of the overall grade.
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Report of practical/ field/ clinical workcheck mark  500

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Essay check mark 500
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.