Customer Service Practitioner Standard

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 organisations’ 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

Learner Guidelines

Apprentice Showcase

Your showcase is compiled after 12 months of on-programme learning.  The Apprentice Showcase enables you to reflect and present examples of your development over the whole on-programme period.  With guidance from the employer and/or training provider you will select appropriate evidence from the on programme portfolio to demonstrate the minimum requirements of the standard at the final stage of the programme as an ‘Apprentice Showcase’.  This will attest to professional competence at the level.  

The apprentice showcase will be reviewed and assessed by the independent assessor.

  • Understanding the organisation
  • Meeting regulations and legislation
  • Systems and resources
  • Product and service knowledge
  • Influencing skills
  • Personal organisation
  • Dealing with customer conflict and challenge
  • Developing self
  • Being open to feedback
  • Team working


As part of the on-programme teaching and learning for your apprenticeship it is recommended that you collect a Portfolio of Evidence to demonstrate your knowledge, understanding and competence in customer service.  After 12 months on the programme you should use this evidence to compile an Apprentice Showcase covering the 10 modules detailed on the following pages.

Your Showcase should highlight good examples of your development over the whole of the on-programme period.  NCFE recommends that you bring together a good mix of evidence types for the Independent End Point Assessor (IEPA) to judge and grade. Examples of evidence types are suggested in the table for each of the 10 modules and we recommend as a minimum: • 3 observations by your employer or Independent Training Provider (ITP) (see additional guidance and template) • 2 Employer Statements (see additional guidance and template) • a Reflective Journal (see additional guidance and template) • additional pieces of evidence such as: - written reports or presentations - Witness Testimonies (see additional template) - annotated company documents - performance reviews.

It’s the quality, and not the quantity of the evidence that will determine your end grade and this should be considered when you submit your evidence.  We recommend a maximum of 25 pieces of evidence, but this should be discussed with your employer, ITP and IEPA. To achieve a Pass, your Apprentice Showcase must evidence everything in the ‘What you need to know and/or do’ column. To get a Distinction you must meet 7 out of the 10 Distinction criteria. Mapping your evidence against the modules will help you ensure that you have sufficient evidence to show competency and demonstrate knowledge and we have provided you with a template for this.


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