MKTG07133 2022 Customer Care

General Details

Full Title
Customer Care
Transcript Title
Customer Care
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
07 - NFQ Level 7
05 - 05 Credits
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Tomas O Flaherty, Aileen Brennan, Emer Ward
Programme Membership
SG_BAPPL_B07 202200 Bachelor of Business in Applied Sport with Business SG_BSPOR_H08 202200 Bachelor of Business (Honours) in Sport with Business

Students preparing for a work placement in the service sector must be knowledgeable of the key customer care skills required. This module provides them with these practical soft skills.

Working in a service business means that an understanding of the characteristics of such organisations and their marketing challenges must be appreciated by the student.  

This is a condensed module delivered intensely over a period of 4 weeks before students go on work placement.

Learning Outcomes

On completion of this module the learner will/should be able to;


Demonstrate and practice excellent customer care skills


Examine the importance of the employee in delivering high quality service


Employ a customer-centric approach to customer care 

Teaching and Learning Strategies

This module is a condensed module delivered over 4 weeks and is designed to prepare students for customer facing roles in their work placements. They will have 4 hours of class and 2 hours of tutorials each week. (This equates to 6 hours contact time per week for 4 weeks duration).

Much of the customer care theory can be delivered online with flipped learning taking place during face to face class time. The customer care practical elements are delivered and assessed in tutorial situations online or in class.

The overriding purpose of this module is to ensure that learners are conscious of the importance of dealing with all customers and staff in a professional manner. The emphasis is placed on seeing the business through customer's eyes and endeavouring to deliver a high quality consistent service. It's emphasis is on improving the student's interpersonal skills and building their confidence.

Module Assessment Strategies

This module is 100% continuous assessment.

Repeat Assessments

Students will have an opportunity to re-submit failed elements of the continuous assessment.

Indicative Syllabus

1.  Demonstrate and practice excellent customer care skills

Exploring the key principles of excellent customer care practice such as:

*  The differences between dealing with new customers and repeat customers (customer care for acquisition and/or retention)

*  How to handle enquiries -answering the phone, responding to emails and online queries

* Interpersonal skills for positive customer interactions - assertiveness, non verbal communication, active listening, problem solving

* Dealing with challenging customers

2 Examine the importance of the employee in delivering high quality service

*  Being a professional employee - working as part of a team, professionalism and etiquette

*  The importance of front line staff in delivering service excellence

*  Meeting, managing and exceeding customer expectations

*  Delivering high quality internal customer care

3.  Employ a customer-centric approach to customer care

* The contribution of excellent customer care to business performance

* Identify each stage of customer interaction/touchpoint in the overall customer journey with the organisation

* Make suggestions for improvement in the customer's overall experience

* Agility and a lack of a silo-like mentality

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Role Play Continuous Assessment Group Project 50 % Week 4 1
2 Reflective learning Continuous Assessment Individual Project 20 % OnGoing 3
3 Work placement Assessment Continuous Assessment Individual Project 30 % Week 12 2

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Independent Learning Not Specified Self directed learning 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 2.00 Hours

Required & Recommended Book List

Recommended Reading
2016-12-20 Service Quality in Leisure, Events, Tourism and Sport, 2nd Edition CABI
ISBN 9781780645445 ISBN-13 1780645449

Service quality is at the forefront of how the leisure, events, tourism and sport (LETS) sectors operate. An important consideration for any business, and therefore any student of the subject, this new edition of a successful textbook addresses the key points and principles of managing service quality across the industry sector. Considering the underpinning theory of service quality, this book informs the reader of the practical application of service quality management tools and techniques in an industry with distinctive features and challenges. An invaluable read for students within the LETS sectors, it also provides a useful refresher for practitioners working in the industry.

Recommended Reading
2021-09-07 The Gold Standard
ISBN 1400224004 ISBN-13 9781400224005

Learn how to cultivate the most incredible customer experiences on earth through this essential guide by Colin Cowie, distinguished purveyor of unforgettable "wow" events for the world's most demanding clients. If you're searching for ways to ensure your customers walk away from your company with a smile on their face and a plan to return, you found it. And any business organization can adapt the tools and techniques in this book. Colin Cowie, one of the world's most sought-after event planners, shares the hard-won and hard-nosed advice he has learned through entertaining and engaging stories and examples. He gives readers the indisputable blueprint for creating a customer service culture that anyone can tailor to their own needs, whether you're a shopkeeper, corporate marketing director, or budding event planner Upon coming to the United States from South Africa with $400 in his pocket, Colin built his highly successful catering and event planning business from the ground up to become event planner to the most respected tastemakers and personalities in the world--including Oprah Winfrey, Jennifer Lopez, Ryan Seacrest, and Kim Kardashian, to name a few. In this book, you will: Learn how to formulate your own vision, mission statements, and guiding principles, and effectively communicate them to your team. Learn how you can align your vision with your essential mission statement. Discover the core values, including service and accountability, that fuel Colin's customer care ethos, and how you can apply those values to your own business. Have a renewed understanding of how vitally important it is that you take good care of the people who work for you so they, in turn, can care for your customers. Become armed to inspire and empower your team. Be guided to create your own 'bible' of scripts, protocols, and procedures that will streamline customer care situations while making every customer feel like their individual desires are being taken care of. Learn how to use every complaint as an opportunity, as well as why you should be more afraid of a client who doesn't complain when something goes wrong than one who does.

Required Reading
2020 The Cult of the Customer
ISBN 1640951539 ISBN-13 9781640951532

"This book is about creating a corporate culture that is so focused on taking care of and tending to employees and customers that the culture itself creates evangelists. Evangelists are special people who go out of their way to tell the world just how great you and your company are. They are exactly the kind of advocates that you want your organization's culture to create. That's the end result of The Cult of the Customer. There are many companies who have managed to build a culture that has reached this level-a culture rooted in a concept called amazement. In this book, I'll tell you their stories, show you exactly how they made The Cult of the Customer happen, and show you how you can make it happen, too. You'll start by determining what cult you're in now and then by figuring out what cult you want to be in. Bear this in mind as you make your way through this book: a cult is nothing more or less than a system of shared belief, interest, or experience-in other words, a group of people with a shared agreement about what they will be cultivating together. When it comes to business, I'm in a cult, and I hope you are, too: The Cult of the Customer! Years ago, I identified five phases that customers go through from the time they first start doing business with you until they become loyal to you and your company. That much was set, even though the names I gave those phases changed over time. Here is the interesting part-the part that matters to you and me as business people. Employees of your company go through identical phases. So for a company to create an amazing experience-one that creates not just loyal customers but company evangelists-the employees of that company must move through these phases before the customers do. These phases are the various cults that your company may be in. You'll learn about all these phases in this book"--

Recommended Reading
2020-07-30 Customer Experience 2
ISBN 1912774658 ISBN-13 9781912774654

24 international CX professionals share their current best-thinking, strategies and insights for achieving impact and visibility using world-class, best-practice CX principles. Editors: Naeem Arif, Ian Golding, Andrew Priestley. Contributors are experienced, qualified and certified CX experts including Greg Melia (CEO CXPA), Marleen van Wijk, Sirte Pihlaja, Stefan Osthaus, Daniel Hoff-Rodrigues, Gayana Helder, Olga Guseva, Ruth Crowley, Spiros Milonas, Olga Potaptseva, Nick Lygo-Baker, Richard Jordan, Stacy Sherman, Bruno Guimares, Betl Ylmaz, Michelle Badenhorst, Patricia Sanchez Diaz, Alec Dalton, Janelle Mansfield, Christopher Brooks, Hannah Foley, Umer Asif, Sarb Rana, Sharon Boyd, and Katie Stabler. Topics include: Customer centric culture Organisation adoption and accountability VoC insight and understandings CX design and improvement CX metrics, measurement and ROI CX strategy This is the anticipated follow-up second volume packed with frontline experience, insight and value for professionals wanting to dramatically enhance the customer experience in their organization. The bestselling Customer Experience 1 (November 2019) is available on Kindle and paperback.

Recommended Reading
2012-02-17 Customer Service in Ireland Gill Education
ISBN 071715260X ISBN-13 9780717152605

Updated edition of this popular text introducing the fundamental principles and concepts of customer service and presenting them in an Irish context. New to this edition: DX Ireland customer service case study The impact of technology on customer service The value of nurturing customer trust and loyalty. Role play guidelines and exercises prompt students to engage in and practise the principles of customer service. Develops the skills to deliver good customer care, meet customer needs and effectively deal with customer complaints. Leads to an understanding of the role of customer service in organisational effectiveness. Presents Irish consumer legislation throughout and includes the rights of the individual where relevant. Guides the student through the preparation and implementation of a customer care plan. Includes sample FETAC Level 5 exam papers, general exam questions and exercises. WRITTEN FOR Any course where FETAC Level 5 Customer Service or Level 6 Customer Care is a module.

Module Resources

Non ISBN Literary Resources


Journal Resources

Journal of Marketing

Harvard Business Review

Sloan Management Review

Journal of Services Marketing

Journal of Service Management

Journal of Customer Service in Marketing & Management

URL Resources - department of tourism culture, arts, gaeltacht and sport

Various sporting organisation websites and work placement organisations

Other Resources

Articles from various journals and magazines will be made available to the students

Industry reports

Marketing magazine

Newspapers - Daily, Sunday, National and International

Business and Finance

The economist. Fortune, Forbes,Time, News week

Ted talks, Podcasts and Videos 

Additional Information

The students must interact with moodle and do the work that is required of them in preparation for the classes.  All material is directed at ensuring that the student fulfils the requirements of staff in the delivery of excellent customer care during their work placements.

This module uses the service marketing triangle as the model for teaching the basics of customer care.

The focus in three pronged - Customer, Company and Customer Facing Employees.

It begins with understanding who the organisation's customers are and what they expect and where those expectations come from.

This leads into the role and importance of customer care in the organisation beginning with the organisation's philosophy of customer care, followed by the exploration of customer standards, the customer charter and the training of staff .

The final element is on the student as an employee and the building of appropriate skills to deliver excellent customer care to both internal and external customers.