The role of a customer service practitioner is to deliver high-quality products and services to the customers of their organisation. Your core responsibility will be to provide a high quality service to customers which will be delivered from the workplace, digitally, or through going out into the customer’s own locality.  These may be one-off or routine contacts and include dealing with orders, payments, offering advice, guidance and support, meet-and-greet, sales, fixing problems, after care, service recovery or gaining insight through measuring customer satisfaction. You may be the first point of contact and work in any sector or organisation type.

Your actions will influence the customer experience and their satisfaction with your organisation. You will demonstrate excellent customer service skills and behaviours as well as product and/or service knowledge when delivering to your customers.  You provide service in line with the organisation’s customer service standards and strategy and within appropriate regulatory requirements.   Your customer interactions may cover a wide range of situations and can include; face-to-face, telephone, post, email, text and social media.

Training Programme

During the apprenticeship, and with support from the employer and training provider, the learner will be required to demonstrate key responsibilities and behaviours which will include:

Understand who customers are. Know the organisation’s core values and how they link to the service culture. Understand the different needs and priorities of your customers and the best way to manage their expectations, recognising and knowing how to adapt style to be highly effective. Know the appropriate legislation and regulatory requirements that affect your business. Understand your role and responsibility within your organisation and the impact of your actions on others.

Typical Duration

12 Months




Workplace Assessments

Assessment Methods

The End – Point Assessment will consist of:

  1. Apprentice Showcase
  2. Practical Observation
  3. Professional Discussion

Job Sectors

  • Customer Service Assistant
  • Shop Assistant
  • Retail Assistant
  • Catering Assistant
  • Call Centre Worker