Apprenticeship Standards

Customer Service Practitioner Level 2

This Apprenticeship will take your customer service skills to the next level. Learn how to influence and build relationships with customers, handle conflict and challenge, all while staying true to the brand.

If you are the first point of contact for customers this Apprenticeship will ensure you can deliver high quality services, take on responsibility and develop yourself and others to be the best.

Typical job roles: Customer Service – for individuals who are the first point of contact with customers in any sector.



Apprenticeship Duration

Minimum 12 months

Training method

Blended classroom & online

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What to expect from Skills Training UK
  • Course content customised for your organisation and its goals.
  • Support from a dedicated trainer who will support with learning, skill competency and developing evidence for assessment.
  • Individual support and mentoring to make every apprenticeship a success.
  • Access to our virtual learning environment with virtual classes, on-demand videos and tasks to reinforce learning.
What does an employer need to do?
  • Provide the learner with the opportunity to take part in work and projects which enable them to produce a portfolio of evidence required for Apprenticeship assessment and completion.
  • Take part in progress reviews at regular intervals.
  • Have some involvement in the project(s) being undertaken.
  • Allow the apprentice an agreed amount of classroom time.

What is included in the Standard?


  • Knowing your customers – understand needs and expectations
  • Understanding the organization – brand promise and values
  • Meeting regulations and legislation
  • Systems and resources
  • Your role and responsibility
  • Customer experience – build trust and know why this matters
  • Product and service knowledge


  • Interpersonal skills – building rapport
  • Communication
  • Influencing skills
  • Personal organisation
  • Dealing with customer conflict and challenge – demonstrate patience, understanding and seek resolution


  • Developing yourself – keep your service knowledge and skills up-to-date.
  • Being open to feedback – act on and seek feedback from others to develop
  • Team working – share learning with others, make recommendations to support good practice.
  • Equality – treat customers as individuals. Uphold the organisations core values and service culture through your actions.
  • Presentation – dress code, professional language
  • ‘Right first time’ – take ownership from the first contact and then take responsibility for fulfilling your promise.

Eligibility criteria

Apprentices will be required to have or achieve Level 1 English and Maths and to have taken Level 2 English and Maths tests prior to completion of their Apprenticeship.

Qualifications and professional recognition

Level 2 competency.

End Point Assessment

The end point assessment takes place at the end of the apprentice’s learning and development, after a minimum of 12 months.

Assessment Method Area Assessed Weighting
Apprentice showcase Knowledge, skills and behaviours 65%
Practical observation Knowledge, skills and behaviours 20%
Professional discussion Knowledge, skills and behaviours 15%

I have gained a full understanding of the importance of excellent customer service in the work-place. The training with Skills Training UK has enabled me to develop as an individual and increase my understanding of the retail industry, which ultimately is going to enhance my opportunities for career progression.

Martin Wooldridge, Wembley Stadium Store

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    Please note: This form relates to employers and partnerships only - if you are a learner looking to obtain course information, please visit Courses for 16-18s, Traineeships for 16-24s, Courses for Adults 19+ or Apprenticeships for 16+.

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