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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Measure customer satisfaction within a business unit and recommend corrective action 
SAQA US ID UNIT STANDARD TITLE
243269  Measure customer satisfaction within a business unit and recommend corrective action 
ORIGINATOR
SGB Generic Management 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Generic Management 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular-Fundamental  Level 5  Level TBA: Pre-2009 was L5  14 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
Management of a business unit in any industry requires the ability to proactively obtain a measurement of customer satisfaction.

This unit standard reflects the skills required to:
  • Apply customer satisfaction measurement methods, techniques or tools.
  • Measure and monitor the satisfaction levels of customers.
  • Put in place coherent systems to measure customer satisfaction.
  • Use a variety of means to obtain customer feedback.
  • Make recommendations to improve customer satisfaction.

    It also reflects the understanding of:
  • The principles of measuring customer satisfaction.
  • The nature of customer expectations in the learner's context.
  • The business importance of keeping customers satisfied. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that the learner is competent in:
  • Communication at NQF Level 4.
  • Mathematical Literacy at NQF Level 4. 

  • UNIT STANDARD RANGE 
    Business unit refers to a branch or department in a larger business. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Obtain and evaluate customer feedback and determine the scope of new measurement. 
    OUTCOME RANGE 
  • Feedback would be obtained from customer complaints, CSI reports, telephone calls to customers.
  • Evidence should include both pro-active and re-active methods of obtaining information. 

  • ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The collection process and the information collected is valid and reliable. 

    ASSESSMENT CRITERION 2 
    Appropriate tools are used to analyse and interpret the results. 

    ASSESSMENT CRITERION 3 
    Scope of measurement covers all relevant areas in the business unit. 

    SPECIFIC OUTCOME 2 
    Select, or select and adapt a tool to measure customer satisfaction. 
    OUTCOME RANGE 
  • Areas to measure will include convenience, timeliness, professional behaviour, clear and appropriate explanations, courtesy, knowledge, follow up, responsiveness to questions and quality of customer service.
  • Select and adapt a tool could also include the development of a simple tool. 

  • ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The tool is appropriate to the scope of measurement. 

    ASSESSMENT CRITERION 2 
    The tool is practical and suitable for implementation. 

    ASSESSMENT CRITERION 3 
    The tool provides assurance of valid and reliable information. 

    ASSESSMENT CRITERION 4 
    Benchmarks and best practice measures for the characteristics to be measured are obtained and documented. 

    SPECIFIC OUTCOME 3 
    Implement and monitor a measurement process/programme. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The implementation of the measurement process or programme is planned. 

    ASSESSMENT CRITERION 2 
    Staff or contractors involved in gathering the information are briefed and are competent to carry out the process or programme. 

    ASSESSMENT CRITERION 3 
    The measuring tool is applied consistently. 

    SPECIFIC OUTCOME 4 
    Interpret and evaluate results and make recommendations. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Appropriate tools are used to analyse and interpret the results. 

    ASSESSMENT CRITERION 2 
    Results are compared to benchmarks and best practice and performance is evaluated. 

    ASSESSMENT CRITERION 3 
    Areas of deviation are identified and appropriate corrective action is recommended. 

    SPECIFIC OUTCOME 5 
    Discuss and explain issues related to measuring customer satisfaction and recommending corrective action. 
    OUTCOME RANGE 
    Issues, key concepts and principles include:
  • Benefits of regularly monitoring staff and customer interaction.
  • Common causes of customer satisfaction and dissatisfaction.
  • Reasons for recommending particular corrective action(s). 

  • ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Discussions of issues demonstrate an understanding of the key concepts and principles related to measuring customer satisfaction and recommending corrective action and an understanding of how these relate to application in practice. 

    ASSESSMENT CRITERION 2 
    Concepts and issues are illustrated by making use of examples experienced in the business or business unit. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Assessment will be governed by the policies and guidelines of a relevant Education and Training Quality Assurance body (ETQA), which has jurisdiction over this field of learning.

    The policies and procedures of the relevant ETQA will also determine:
  • How the assessment is moderated.
  • How a learner can appeal against the outcome of the assessment.

    Any institution or company which offers learning to achieve the purpose of this unit standard must be accredited as a provider through the relevant ETQA.

    The integrated assessment should be based on a summative assessment guide. The guide will specify how the assessor will assess different aspects of the performance and will include:
  • Evaluating evidence in a portfolio of evidence, particularly projects which integrate various aspects of the unit standard and which demonstrate the integration of knowledge and skills and values, and the development of the critical outcomes.
  • Observing and listening to the learner at work, both in primary activities as well as in other interactions, or in relevant simulations.
  • Asking questions and initiating short discussions to test understanding and to verify other evidence.
  • Looking at records and reports.
  • Formative assessment.

    Assessment of competence for this unit standard is based on experience acquired by the learner in the workplace, within the particular motor retail context. The assessment process should cover the explicit tasks required for the unit standard as well as the understanding of the concepts and principles that underpin the management process.

    The assessment process should also establish how the learning process has advanced the Critical Cross-field Outcomes.

    The learner may choose in which language he/she wants to be assessed. This should be established as part of a process of preparing the learner for assessment and familiarising the learner with the approach being taken.

    Assessors should also evaluate evidence that the learner has been performing consistently over a period of time.

    The assessment for this unit standard can be done in conjunction with the assessment of other unit standards related to a qualification, and in conjunction with the assessment for the qualification as a whole. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Names and functions of:
    > Various tools for measuring customer satisfaction.
  • Purpose of:

    > Measuring customer satisfaction.
    > Market assurance.
    > Quality assurance and continuous improvements.
  • Attributes, descriptions, characteristics and properties:
    > Attributes of various measurement tools.
  • Processes and events:
    > Implementing a customer satisfaction measurement system.
  • Causes and effects, implications of:

    > Not being aware of customer dissatisfaction.
    > Not taking action to correct customer dissatisfaction.
  • Procedures and techniques:

    > For obtaining information related to customer satisfaction.
    > For measuring customer satisfaction.
  • Sensory cues:
    > Visual cues related customer satisfaction (eg non-verbal cues, body language).
  • Regulations, legislation, agreements, policies, standards:

    > Company policies and procedures related to measuring customer satisfaction.
    > Relevant legislation.
  • Theory: rules, principles, laws:

    > Principles of measuring customer satisfaction.
    > Market research.
    > Quality assurance and continuous improvement.
    > Customer dynamics and service satisfaction.
    > Behavioural statistics.
  • Categories:
    > Of customer satisfaction and dissatisfaction.
  • Relationships, systems:
    > The relationship between levels of customer satisfaction and business processes. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems.
  • Identify causes of customer dissatisfaction and recommend corrective action. 

  • UNIT STANDARD CCFO WORKING 
    Work effectively with others.
  • Interact with staff members/contractors to measure customer satisfaction levels. 

  • UNIT STANDARD CCFO ORGANISING 
    Organise and manage myself and my activities.
  • Related to measuring customer satisfaction levels within a motor retail business unit. 

  • UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information.
  • Obtain and evaluate customer feedback; use to determine scope of measurement and selection of measurement tool.
  • Analyse results of measuring process and use information obtained to make recommendations. 

  • UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively.
  • Brief staff members/contractors involved in measurement process/programme.
  • Document the results of the measuring and analysis processes. 

  • UNIT STANDARD CCFO SCIENCE 
    Use science and technology effectively and critically.
  • Related to obtaining, measuring and analysing information about customer satisfaction levels. 

  • UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrate an understanding of the world as a set of related systems.
  • Explain the relation between customer satisfaction levels and business processes. 

  • UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  59201   National Certificate: Generic Management  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  As per Learning Programmes recorded against this Qual 
    Elective  60549   National Diploma: Aeronautical Information Management Practice  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered" 
    2016-12-31  TETA 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Equal Career Services (Pty) Ltd (CENTURION) (TP) 
    2. Ronald Sewell & Associates SA (Pty) Ltd T/A Sewells (BRYANSTON) (TP) 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.