Marketing & Customer Service

Definition
Putting customers (people whom we engage with internally or externally e.g. colleagues, clients etc.) at the centre of delivering focussed products and services at the right time, in the right place and in an appropriate way.

Sub skills
Understanding the British Council and its values 

Level 1


 * Understands the British Council and works within the values

-Who we are?

-Why we are here?

-What we want to achieve?

Level 2


 * Ensures new colleagues understand and apply British Council Values


 * Positively influences all customers about British Council in a manner that encourages them to engage with the organisation

Level 3


 * Takes responsibility for championing the brand and ensuring that brand values are embedded in all programmes, projects, products and services

Understanding potential markets/customers 

Level 1


 * Provides input into basic administration of market research


 * Recognises potential customers and actively promotes products and services to them

Level 2


 * Understands the importance of market research and the benefits it provides


 * Supports the development of products, services, projects and activities for agreed target groups

Level 3


 * Applies customer/market intelligence in formulating strategy


 * Takes responsibility for shaping response to the needs of key segment groups to achieve business benefits

Understanding customer needs Level 1


 * Is able to gather required customer and market information
 * Applies knowledge of Data Protection and Freedom of Information standards

Level 2


 * Establishes systems to collect and analyse customer and market information

Level 3


 * Commissions, scopes and co-ordinates appropriate customer and market research

Responding to customer needs

Level 1


 * Controls the interaction with the customer. Listens effectively and uses questioning skills to clarify customer needs
 * Delivers excellent service at all points of contact

Level 2


 * Plans and supports a service approach that balances a personalised delivery with business needs.


 * Investigates service delivery and provides solutions to any problems/issues.

Level 3


 * Shapes and leads on Marketing and Customer Service strategy through applying:

-    knowledge of the external environment (political, sociological, economic, environmental,          technological and legal aspects);

-	interpreting market information;

-	having a comprehensive understanding of the nature, profile and demands of customers

Leverages and exploits available resources to better meet customer needs and expectations.

Building strong relationships which add value to the United Kingdom 

Level 1


 * Uses strong interpersonal skills to build effective rapport with customers

Level 2


 * Uses systems to accurately manage customer information


 * Ensures staff have sufficient marketing/customer service skills

Level 3


 * Uses knowledge of best practice in customer relationship management to make strategic decisions.

Obtaining and evaluating feedback

Level 1 Level 2
 * Actively and systematically collects feedback and data through a variety of means


 * Analyses and evaluates actual customer experience against expectations using feedback, benchmarking and management information.


 * Feeds management information into continuous customer service improvement.

Level 3

Promotes by example a culture of continuous improvement.
 * Makes strategic decisions on product and service development, balancing customers’ needs and expectations with organisational priorities, objectives and resources.

Assessment
Current methods used to assess ability in the skill.

Benchmarks
Statements that could serve as comparators for ability.