Cambridge TECHNICALS LEVEL 3 BUSINESS - ocr.org.uk

1 Unit 4 Customers and communicationDELIVERY GUIDEV ersion 1 Cambridge TECHNICALS LEVEL TECHNICALS IN BUSINESSLEVEL 3 UNIT 42 CONTENTSI ntroduction 3 Related Activities 4 Key Terms 5 Misconceptions 7 Suggested Activities: Learning Outcome (LO1) 9 Learning Outcome (LO2) 14 Learning Outcome (LO3) 19 Learning Outcome (LO4) 25 Learning Outcome (LO5) 30 Cambridge TECHNICALS IN BUSINESSLEVEL 3 UNIT 433 INTRODUCTIONThis Delivery Guide has been developed to provide practitioners with a variety of creative and practical ideas to support the delivery of this qualification.

2 The Guide is a collection of lesson ideas with associated activities, which you may find helpful as you plan your lessons. OCR has collaborated with current practitioners to ensure that the ideas put forward in this Delivery Guide are practical, realistic and dynamic. The Guide is structured by learning outcome so you can see how each activity helps you cover the requirements of this unit. We appreciate that practitioners are knowledgeable in relation to what works for them and their learners. Therefore, the resources we have produced should not restrict or impact on practitioners creativity to deliver excellent learning opportunities. Whether you are an experienced practitioner or new to the sector, we hope you find something in this guide which will help you to deliver excellent learning opportunities.

3 If you have any feedback on this Delivery Guide or suggestions for other resources you would like OCR to develop, please email Unit 4 Customers and communicationLO1 Understand who customers are and their importance to businesses LO2 Understand how to communicate with customersLO3Be able to establish a rapport with customers through non-verbal and verbal communication skillsLO4Be able to convey messages for BUSINESS purposesLO5 Know the constraints and issues which affect the sharing, storing and use of information for BUSINESS communications To find out more about this qualification please go to: note The timings for the suggested activities in this Delivery Guide DO NOT relate to the Guided Learning Hours (GLHs) for each unit.

4 Assessment guidance can be found within the Unit document available from The latest version of this Delivery Guide can be downloaded from the OCR AIMC ustomers are vital to the success of any BUSINESS . It is essential that businesses consider the importance of the customer experience and ensure that they communicate effectively with them, whether internal or BUSINESS is crucial for future revenue and financial certainty. Businesses depend on customer satisfaction and customer loyalty. To build this you need to know who your customers are and what influences their this unit you will learn the purpose, methods and importance of communication in BUSINESS and the appropriateness of different forms of communication for different situations.

5 You will develop the skills that will help you create a rapport with customers and have the opportunity to practise and develop your BUSINESS communication will also learn about the legal constraints, ethical and security issues that affect how businesses store, share and use S u i t e New suite for first teaching September 2016 Externally assessed content Eligible for Key Stage 5 performance points from 2018 Designed to meet the DfE technical guidanceOPPORTUNITIES FOR ENGLISH AND MATHS SKILLS DEVELOPMENT AND WORK EXPERIENCEWe believe that being able to make good progress in English and maths is essential to learners in both of these contexts and on a range of learning programmes. To help you enable your learners to progress in these subjects, we have signposted opportunities for English and maths skills practice within this resource.

6 We have also identified any potential work experience opportunities within the activities. These suggestions are for guidance only. They are not designed to replace your own subject knowledge and expertise in deciding what is most appropriate for your learners. English Maths WorkCAMBRIDGE TECHNICALS IN BUSINESSLEVEL 3 UNIT 44 This unit (Unit 4)Title of suggested activityOther units/LOsLO2 Purpose of communication in BUSINESS situationsUnit 4 Customers and communicationLO1 Understand who customers are and their importance to businessesLO4 Written communicationUnit 2 Working in businessLO3 Be able to use BUSINESS documentsLO5 Understand how to communicate effectively with stakeholdersUse of plain EnglishUnit 7 Marketing campaignLO5 Be able to plan marketing campaignsLO5 Data Protection ActUnit 1 The BUSINESS environmentLO6 Understand the external influences and constraints on businesses and how businesses could respondUnit 2 Working in businessLO1 Understand protocols to be followed when working in businessAdvertising Standards AuthorityUnit 5 Marketing and

7 Market researchLO2 Know the constraints on marketingThe Suggested Activities in this Delivery Guide listed below have also been related to other Cambridge TECHNICALS in BUSINESS units/Learning Outcomes (LOs). This could help with delivery planning and enable learners to cover multiple parts of ACTIVITIESCAMBRIDGE TECHNICALS IN BUSINESSLEVEL 3 UNIT 45 KEY TERMSE xplanations of the key terms used within this unit, in the context of this unitKey termExplanationAbbreviationA shortened version of a phrase or group of words; for example, the BBC is the British Broadcasting shortened version of a phrase that is pronounced as a word. A good example of this is NASA; you would say NASA rather than spelling out the N. A. S. A.

8 Body languageThe way you communicate using your body rather than words. For example, you may cross your arms when you are unhappy or angry. BUSINESS formatThe way that the communication is designed. This may include a logo, colours and even the size and shape of the leaflets, newsletters and BUSINESS letters. Competitive advantageThe edge that one BUSINESS may have over another through differentiating its product. For example, a prestige watch brand may be endorsed by a famous profileA summary of the way the BUSINESS is performing, the history of the BUSINESS , the resources it uses to trade, its management structure and the reputation of the BUSINESS . Corporate standardsThe rules that a BUSINESS sets for the way that it trades; for example, in terms of its levels of quality or attitude to customer service.

9 They will be different for each BUSINESS and communicate to employees and managers what levels are expected of differencesThe differences that exist between different cultures on the planet. For example, the colour red is very lucky in expectationsWhat the customer expects the product or service to do; for example, that a gardener will rake all the leaves loyaltyThis is how happy a customer is with the product or service to the extent that they recommend it to others and would not switch brands or providers. For example, someone might be brand loyal to a particular coffee shop needsThe requirements of the customer appropriate to the product or service; for example, a pair of wellingtons that keep out the serviceThe help and advice provided by a BUSINESS to those people who buy or use its products or services; for example, a shop assistant who helps you to find a pair of shoes that fit correctly.

10 Data Protection ActThe 1998 Data Protection Act was passed by Parliament to give rights to those who have information held about them by a company or organisation and also to make sure that this information is appropriately managed. Ethical issuesEthical issues are those that are about conducting BUSINESS in the right way. For example, is it ethical to advertise sugary cereals and drinks to children during advertising breaks in kids TV programmes?External customerA customer who does not have any connection with the BUSINESS who may wish to purchase some goods or services. GesturesA way of communicating using hand signals; for example, giving the OK sign or thumbs breakerA game or way to remove tension between people.