Example Observation Report

Retailer

Observation Record (Version A)

Throughout the 2practical observation, the assessor must review the apprentice’s competence in the
areas outlined below and record the result.

Apprentice Mike Barker Assessor Your Name

Date 4/08/19 Location Distanced

Employer Barker’s Wine Merchant Start time 1.30pm

End time 3.30pm

Element Criteria (pass) Achieved?
Customer ü

S1.1 Make every interaction with a
customer an opportunity to
increase, gain, maintain or re-
establish their loyalty

Evidence

The Apprentice clearly made the customer feel welcome , asking if they were well. He established a good
relationship displaying an interest in their Hobbies such as going to the game. The customers name was used
when addressing him ‘Chris’. Throughout the conversations with he customer Mike had a pleasant demeanour
and was always very respectful even when challenged about an employee of Barkers and the fact that the
employee was swearing on a phone. During the phase of the conversation used a couple of give aways to
sweeten the deal for the customer and offered recompense when the customer had lost out due to returned
goods.

S1.2 Use the business offer to support efforts to
enhance customer loyalty

Evidence

The first instance of using a business offer was with a range of wines from Portugal, a Porto, which was offered
at £7.99 a bottle, the customer was reticent to agree to a deal, however Mike reduced the price to get a sale
and sell more of the wine. It was agreed that the customer would purchase 6 cases at £5 / bottle. Mike also
used an existing agreement that allowed the customer to return any stock that went unsold that gave the
customer piece of mind about the product. Mike also used an offer they had on Tattinger to sell a large quantity
of middle range Champagne ready for Christmas. Mike also offered a free case of Sloe Gin to see if the
customer could sell this at Weddings, with a view to further purchases. The customer was also offered the
opportunity to go abroad with the family on a wine tasting event.

S1.3 Utilise understanding of customer profiles by
quickly identifying what the customer needs and
offering options that will meet or exceed their
expectations

Evidence

Throughout the conversation, Mike asked what the customer needed, displaying good knowledge about
alternative products they had in stock. When discussing the needs of Weddings, Mike displayed good
knowledge of the wedding packages they had on offer and was flexible on the ‘swapping out’ of goods to meet
the changing needs found within the business. Mike was clear with timescales for delivery and offered a call
back service when goods were in stock.

S1.4 Clearly communicate accurate, relevant and
helpful information to customers, checking their
understanding

Evidence

Some questioning used to check the customer need. Clear information was given during the conversation about
each of the products discussed. With certain lines that Mike was not empowered to make decisions on, a
promise was given that he would speak to his senior manager ‘his dad’ and call the client back immediately
after to clarify the cost of all good sold. The prices of all goods were discussed in the follow up conversation
along with quantities requested to ensure full understanding was obtained by the customer.

S1.5 Deliver excellent customer service in line with
the business’ culture and values in all activities

Evidence

When the customer requested reduced prices, Mike checked against priceless and quantities that needed to be
sold to make the margin required for each line. Mike sometime went quite and would have benefitted from
communicating what he was doing in certain instances. Mike also called back immediately to resolve
outstanding issues from previous conversations. During complaints made, Mike was very apologetic to the
customer regarding the manner of their driver and re-assured the customer that the matter would be dealt
with swiftly and effectively and this would not occur again. During the phase of the conversation used a couple
of give aways to sweeten the deal for the customer and offered recompense when the customer had lost out
due to returned goods.

S1.6 Ask appropriate questions in order to help
customers

Evidence

Mike used the phrase, is that what you are looking for throughout the conversation, which gave the customer
the opportunity to feedback their needs. He was always very responsive to the needs of the customer,
providing discounts where appropriate. Mike displayed good knowledge and a good manner in dealing with
queries posed by the customer. During the conversation regarding the ‘swapping out’ of goods, Mike asked
what would sell well at weddings and responded to the answer, with an opportunity to up sell on a range of
Sloe Gins they had in stock.

Criteria (pass) Achieved?
ü

S1.7 Shows a genuine interest in customer service
which clearly demonstrates understanding of how
own behaviour will influence customers’ opinion of
the business, their purchasing decision, and
ultimately overall profitability

Evidence

A clear reference was made to the sales margins on a spreadsheet. Mike always checked when giving discounts
what margins he needed to make at different pricing points relative to quantities sold. If needed Mike asked the
customer to purchase more units to ensure that they met these margins. Equally when he customer made
reference to being a good customer and wanted to be looked after, Mike gave discounts where appropriate and
took opportunity to on sell certain goods. It was stated on a number of occasions that the customer was valued
and as a result of this recognition he was willing to offer discounts on certain ranges. When dealing with the
concerns the customer had, it was re-iterated that the values displayed by the driver we not inline with the high
standards expected of all Barkers employees.

S1.8 Present the culture of the organisation through
own personal presentation and interaction with
customers

Evidence

Throughout the conversation Mike displayed good knowledge about a broad range of products and explained
how each range would contribute to the offer of the customer. During the conversation if he did not have the
answer he was very efficient in finding this out from his senior manager and called the customer back post
haste to agree the outcomes. The customer seemed happy to receive such efficient service.

B1.1 Listen to and deal with customers’ questions,
queries and complaints effectively in line with
business requirements

Evidence

Mike also called back immediately to resolve outstanding issues from previous conversations. During
complaints made, Mike was very apologetic to the customer regarding the manner of their driver and re-
assured the customer that the matter would be dealt with swiftly and effectively and this would not occur
again. During the phase of the conversation used a couple of give always to sweeten the deal for the customer
and offered recompense when the customer had lost out due to returned goods.

B1.2 Use methods of communication and rapport building that are in line with the business and adapt
accordingly to different customers

Evidence

The Apprentice clearly made the
customer feel welcome ,asking if
they were well. He established a
good relationship displaying an
interest in their Hobbies such as
going to the game. During the video
the learner dealt very effectively
with the customer, however there
was not enough evidence to display
an ability to deal with different
customers, adapting their manner.
This was due to the observation of
only one call with a single customer.

Business Criteria (pass) Achieved?
X

S2.1 Interact with customers and build a rapport in
a way that demonstrates an understanding of the
business vision, objectives and brand standards

Evidence

The Apprentice clearly made the customer feel welcome ,asking if they were well. He established a good
relationship displaying an interest in their Hobbies such as going to the game. Throughout the conversations
with the customer Mike had a pleasant demeanour and was always very respectful even when challenged
about an employee of Barkers. Mike displayed good knowledge about a broad range of products and explained
how each range would contribute to the offer of the customer. Clear information was given during the
conversation about each of the products discussed. Mike always checked when giving discounts what margins
he needed to make at different pricing points relative to quantities sold. If needed Mike asked the customer to
purchase more units to ensure that they met these margins. Equally when he customer made reference to
being a good customer and wanted to be looked after, Mike gave discounts where appropriate and took
opportunity to on sell certain goods.

S2.2 Use service techniques and procedures that
deliver the brand standards

Evidence

Mike gave discounts where appropriate and took opportunity to on sell certain goods. It was stated on a
number of occasions that the customer was valued and as a result of this recognition he was willing to offer
discounts on certain ranges. When dealing with the concerns the customer had, it was re-iterated that the
values displayed by the driver we not inline with the high standards expected of all Barkers employees.
Replacements were also given for returned bottles of wine as these did not meet the customers standards.

S2.3 Carry out all activities in a manner that promotes
the value of the business brand standards to
customers, team members and other stakeholders

Evidence

Mike always checked when giving discounts what margins he needed to make at different pricing points
relative to quantities sold. If needed Mike asked the customer to purchase more units to ensure that they met
these margins. Equally when he customer made reference to being a good customer and wanted to be looked
after, Mike gave discounts where appropriate and took opportunity to on sell certain goods. When questioned
about the standards of behaviour displayed by their driver, Mike quickly re-affirmed the high Company
standards and discussed that the individual in question would be dealt with accordingly.

Criteria (distinction) Achieved?
ü

B2.4 Consistent representation of the business values

Evidence

A consistent approach was observed when the Apprentice was dealing with every given request or challenge
presented. Primarily very respectful but also discussed opportunities to up sell on other ranges they had in
stock. Mike displayed a good knowledge of their stock lines, but asked the customer what their needs were to
ensure that a full understanding of exactly what they wanted. He was keen to discuss the way his business was
always keen to maintain strong relationship with long standing customer, where discount were offered to
maintain such relationships. The client was even offered the opportunity to go away with the family on a
business trip to visit a Vineyard.

B2.5 Being proud and passionate as a brand
ambassador

Evidence

Mike was clearly very proud that he was continuing the family legacy that was stated by his Dad. Continual
reference was made to the quality service that is always and had always been delivered. Mike was very keen to
please the customer and did so in a respectful manner.

Communications Criteria (pass) Achieved?
ü

K5.6 The typical style and methods of communication
used by the business

Evidence

A number of questions were used to ascertain the needs of the customer. When needs were understood, Mike
as the sales person displayed an excellent knowledge of stock lines to meet the described need. Whilst
speaking on the phone Mike was also filling out a document on his computer to capture the order to ensure
that nothing was forgotten. If he could not give answers, he sought the appropriate response and phoned the
client back immediately. All communication observed was completed via phone conversation.

S5.1 Communicate with an awareness of the
situation, adapting it as necessary, and responding
appropriately

Evidence

The first instance of using a business offer was with a range of wines from Portugal, a Porto, which was offered
at £7.99 a bottle, the customer was reticent to agree to a deal, however Mike reduced the price to get a sale
and sell more of the wine. It was agreed that the customer would purchase 6 cases at £5 / bottle. Mike also
used an existing agreement that allowed the customer to return any stock that went unsold that gave the
customer piece of mind about the product. Mike also used an offer they had on Tattinger to sell a large quantity
of middle range Champagne ready for Christmas

S5.2 Use a range of communication styles according
to the person being communicated to

Evidence

The apprentice displayed a strong ability to actively listen to the customers needs, responding in an appropriate
manner to meet these needs. When dealing with a complaint, he displayed a professional communication
strategy. Primarily listening to the complain in its entirety and then stating company policy and standards. He
displayed an empathetic tone when listening to the customer regarding the return of goods to their shop and
responded by ensuring the customer felt at ease regarding that a replacement would be sent.

S5.3 Demonstrate empathy for the person being
communicated with

Evidence

When dealing with a complaint, he displayed a professional communication strategy. Primarily listening to the
complain in its entirety and then stating company policy and standards. He went on to discuss that the
individual would be dealt with appropriately. He displayed an empathetic tone when listening to the customer
regarding the return of goods to their shop and responded by ensuring the customer felt at ease regarding that
a replacement would be sent out. In addition to this there was an offer of a reduced rate window display to
support the sale of a new stock line in recompense for the returned good.

Criteria (distinction) Achieved?
ü

S5.4 Demonstrates outstanding communication skills
internally and externally recognised by all (e.g.
customers, team, management) as “great” with
people

Evidence

During the conversation with the customer, Mike communicated very effectively with the customer throughout
the entirety of the conversation. Following the conversation the customer was very thankful and displayed
gratitude in the way in which he had been dealt with. However, without the evidence of a witness statement
from the customer, Mike’s team and Senior manager, it is difficult to suggest that he is recognised by all as
‘great’ with people.

Criteria (pass) Achieved?
X

B5.1 Support customer interactions by adapting body language and tone to the person / people being
served

Evidence

In the first phase of the conversation, was engaged in what the customer was saying. This tone change to a
more professional manner when discussing what the customer wanted to purchase and when dealing with
queries, but also completed this in a light hearted manner to ensure that tis wasn’t simply about getting as
much as he could out of the customer. Again there was more of a concerned tone presented when he was
dealing with complaints the customer had, but was equally confident when stated how he was going to deal
with the given situations.

B5.2 Has an awareness of own communication style and how to manage it depending on the circumstances

Evidence

In the first phase of the conversation, was engaged in what the customer was saying. This tone change to a
more professional manner when discussing what the customer wanted to purchase and when dealing with
queries, but also completed this in a light hearted manner to ensure that tis wasn’t simply about getting as
much as he could out of the customer. Again there was more of a concerned tone presented when he was
dealing with complaints the customer had, but was equally confident when stated how he was going to deal
with the given situations.