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CTE/Business and Marketing Education Curriculum Customer Service
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Core Standards of the Course

Strand 1
Students will understand the components of customer service as it pertains to the particular business and customer.

Standard 1:
Students will identify customer services policies and procedures appropriate for business / marketing industries.

  1. Research and delineate customer service policies and procedures of current business/marketing companies.
  2. Create customer service strategies based upon research.
  3. Describe appropriate customer care based on service environment.
    • Call Centers
    • Retail
    • Wholesale
    • Service Industry
    • Other

  4. Explain the nature and scope of customer service.

Standard 2:
Students will demonstrate the behaviors, training and aptitude of the customer service mindset (“win-win”).

  1. Recognize the customer service mindset of “win-win”.
    • Customer Perspective
    • Service Provider Perspective

  2. Create a customer service program.
  3. Assess your customer service program for proper behavior and aptitude.
  4. Identify behaviors associated with the “win-win” customer service mindset based on service environment.
    • Call Centers
    • Retail
    • Wholesale
    • Service Industry
    • Other

Standard 3:
Students will explain the importance of how, when and why customer service is essential to the success of the sales associate / employee and the business.

  1. Analyze how, when, and why customer service is essential to building customer relationships.
  2. Demonstrate how to provide proper customer service through:
    • Role Play
    • Case Study
    • Business Simulation
    • Customer Service Environmental Factors
      • Hot
      • Cold
      • Displays
    • Other

  3. Explain the importance of when and why customer service is needed in the business/marketing industry.

Strand 2
Students will identify & understand the target customer.

Standard 1:
Identify and explain the importance of a customer profile.

  1. Create a customer profile using market segmentation.
    • Demographic
    • Psychographic
    • Geographic
    • Behavioral

  2. Identify and explain how a customer profile can help obtain new customers or retain existing customer.
  3. Explain how a customer profile can help identify future products or services a business would want to offer.

Standard 2
Distinguish between a satisfied and dissatisfied customer.

  1. Explore techniques on how to handle customers who are:
    • Dissatisfied
    • Disgruntled
    • Unhappy
    • Critical
    • Other

  2. Explain the importance of recognizing and dealing with customer turnoffs.
  3. Learn the steps to deal with a dissatisfied customer and create an opportunity to build a better relationship and customer loyalty.

Standard 3:
Compare and contrast customer expectations in service.

  1. Explain how some customer exchanges are more intimate & complex than others.
    • Service Business
    • Product Business
    • Wholesale/Vendor Business
    • Price Point
    • Quality/Prestige Pricing

  2. Practice positive service skills to foster meaningful customer relationships and increase loyalty.
  3. Explain how customer expectations change.
  4. Business service policy evolution, adjustment, and proactive changes.

Strand 3
Students will discover & develop critical aptitudes and “soft skills” in customer service.

Standard 1:
Identify traits needed to provide exceptional customer service.

  1. Compare and contrast listening types.
    • Active Listening
    • Passive Listening

  2. Explain the importance of different communications
    • Verbal
      • Voice Inflection
      • Improvement
      • Reading
      • Singing
      • Listening
      • Word Emphasis
    • Non-Verbal
      • Eye Contact
    • Body Language
      • Facial Expressions
      • Closed/Defensive Posture
      • Gestures
      • Touching/Physical Contact
      • Eating/Nibbling/Chewing
      • Sighing
      • Slow Movement (Dilly-Dally

  3. Discover soft skills used in customer service.
    • Build Rapport
    • Communicate Confidently
    • Demonstrate Command of Products
    • Control the Interaction
    • Mirror Customer

  4. Identify the Customer Service process.
    • Opening
      • Greet customer
      • Smile: in person or on phone
    • Discovery
      • Hearing
      • Listening
      • Questioning
    • Resolution
      • Paraphrasing
      • Summarizing
      • Mirroring
      • Clarify
    • Ownership
      • Employee Empowerment
      • Customer Satisfaction
    • Customer service representatives should always be:
      • Happy
      • Positive
      • Represent Company

Standard 2:
Assess the aptitudes needed to complete the customer service process.

  1. Customer Service employment evaluations.
    • Aptitude Test
      • Complete and Aptitude Test
      • Evaluate the results of the Aptitude Test
      • Compare aptitudes with traits in demand with customer service companies
    • Personality Profile
      • Complete a personality profile
      • Compare profile with traits in demand with customer service companies
    • Empathy
      • Empathy Defined
        • Sensitive to others feelings
        • Understanding
        • Open mind
        • Developing a good imagination
    • Empathy Benefits
      • Help cope with difficult customer
      • Customer satisfaction for business
    • Ways of showing empathy
      • Listen carefully
      • Regular contact with waiting customers
      • Respond with empathy
      • Share your own experiences
      • Show support for others

Standard 3:
Develop communication skills and elements needed in customer service.

  1. Creation of an employment portfolio.
    • Completing Applications
      • First Impressions
      • Interview Requirements Follow Directions
      • Clear Communications
      • Information Accuracy
      • Spelling and Grammar
    • Resume Writing
      • Header
      • Opening/Objective
      • Body
      • Other Elements
        • Activities
        • Honors
        • Technical Abilities/Certifications
        • Volunteer Experience
        • Language Skills
        • Other
      • References
    • Cover Letter
      • Formal Introduction
      • Included with Resume
      • Interview
      • Other
    • Interviewing Skills
      • Preparation
      • Dress for Success
      • Practice
      • Follow-up

  2. Understanding Inter-Office Communications
    • Phone
    • E-mail
    • Chat/Electronic
    • Memo
    • Messaging
    • Social Media

Performance Objectives:

  1. Complete and evaluate a personal aptitude test/assessment.
  2. Complete and evaluate a personality style test/assessment.

Strand 4
Students will understand resources used to enhance customer experiences.

Standard 1:
Identify reasons a company would utilize resources to enhance customer service.

  1. Understand how, and why companies track online communication.
  2. Identify ways a company could increase profits/sales by customers experiencing positive interaction.
    • Customer Loyalty
    • Referrals
    • Goodwill
    • Word-of-Mouth

  3. List ways a company could decrease profits/market-share by customers having poor experiences.
    • Reviews
    • Forums
    • Word-of-Mouth
    • Rate of Use

  4. Describe the benefits of using a “secret shopper” to ensure quality.

Standard 2:
Students will identify resources to communicate with customers and employees.

  1. List and identify tools to communicate with customers and employees.
    • Phone
      • Inbound
      • Outbound
      • Notification
    • Personal
    • Electronic
      • Email
      • Social Media
      • Survey
      • Rating/Review
      • Other
    • Print Mediums
    • Broadcast
    • Other Forums

  2. Understand how and why companies evaluate their employees.
    • Formal Evaluations
    • Informal Evaluations
    • Analyze date collected

Standard 3:
Students will explain and understand the need for confidentiality.

  1. Identify reasons for customers to expect privacy in a variety of company settings.
    • Health Industry
    • Travel Industry
    • Entertainment Industry
    • Other

  2. Discuss Liability issues faced by companies.
    • Lawsuits
    • Fines
    • HIPPA
    • FERPA
    • OSHA
    • Other

  3. Investigate need for security measures to protect personal records/information.
    • Protection of Personal Records
    • Protection of Business Records
    • Protection of Customer Information
    • Internal Threats
    • External Threats
    • Other


Strand 5
Students will evaluate, develop, and measure customer loyalty and satisfaction.

Standard 1:
Measure and evaluate the expenses involved with getting, maintaining and satisfying customers.

  1. Identify how, and why customer satisfaction is measured
  2. Define and understand the customer service industry assessment tools
  3. Identify expenses of getting new customers.
    • Customer acquisition costs

  4. Identify expenses to maintain current customers.
    • Customer maintenance costs

Standard 2:
Identify customer retention as an integral part of a management

  1. Positive and negative impact of word of mouth.
  2. Customer retention measures.
    • Gender
    • Age
    • Buying Habits

  3. Planning for and evaluating existing customers & prospecting new customers.

Standard 3:
Improving customer satisfaction.

  1. Understand the implementation and use of loyalty programs.
    • Protection of Personal Records
    • Memberships
    • "Miles"
    • Rewards/Points
    • Other

  2. Identify a “customer service experience”.
    • Guestology - Disney
    • Other Experience Trainings

  3. Evaluate and increase satisfaction in a “customer service experience”.
  4. Specify customer experiences of service in sales vs. being sold (tact and savvy).
    • Vacations
    • Food
    • Auto
    • Electronics
    • “Rating” Scales (Apps)
    • Other

Performance Objectives:

  1. Complete an evaluation of a business customer service program and suggest changes to implement (“Customer Service Research Project”). A guide is provided in teacher helps.


UEN logo http://www.uen.org - in partnership with Utah State Board of Education (USBE) and Utah System of Higher Education (USHE).  Send questions or comments to USBE Specialist - Laura deShazo and see the CTE/Business and Marketing Education website. For general questions about Utah's Core Standards contact the Director - THALEA LONGHURST .  
Email:  thalea.longhurst@schools.utah.gov

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