Customer Service Practitioner Apprenticeship
Customer service apprentices learn how to improve the customer experience, enhancing their organisation’s reputation and supporting customer attraction and retention.

Customer Service Practitioner Apprenticeship (Level 2)

Damar customer service apprentices work in a range of settings and interact with customers face-to-face, by telephone, post, email, text and social media. Whether working in healthcare, in a “front-of-house” role in an office or in a busy customer service centre, the objective is the same: to consistently provide customers with a high-quality experience.  

Customer service apprentices influence customers’ experience and deliver reputational benefits to organisations. They develop strong product and service knowledge and work in line with their employer’s customer service standards and regulatory requirements.  

For customer service practitioners working in healthcare environments, we can embed sector-specific content leading to a medical terminology qualification accredited by CPD UK (a small additional fee applies). 

Key facts

Customer service apprentices provide customer service products and services for businesses and other organisations including face-to-face, telephone, digital and written contact and communications.

15 months (includes preparation for end-point assessment)

The programme is formed of nine carefully planned and sequenced 6-week modules that help apprentices learn and apply the knowledge, skills and behaviours required for each of the core occupational duties undertaken by customer service practitioners. 

  • Module 1: personal presentation, professional language, developing self 
  • Module 2: personal organisation, product & service knowledge
  • Module 3: understanding your organisation, brand promise, core values and policies 
  • Module 4: knowing customers, being open to feedback 
  • Module 5: regulations & legislation, equality 
  • Module 6: interpersonal skills, communication, influencing skills 
  • Module 7: systems and resources, teamworking, your role and responsibilities 
  • Module 8: dealing with conflict, challenging customers
  • Module 9: customer experience, right first time   

All apprenticeships embed the functional use of maths and English as well as personal development topics in areas such as equality and diversity and British Values. Apprentices unable to evidence maths and English at GCSE level 4 or above may need to take functional skills exams as part of the apprenticeship. Additional training is provided if necessary. 

People of all ages and educational backgrounds can undertake customer service practitioner apprenticeships, but there are some restrictions, the most important of which are: 

  • The employer and the training provider must ascertain that the apprenticeship will allow the individual to gain substantive new skills. The training therefore needs to be materially different from any prior qualification or previous apprenticeship. 
  • The apprenticeship must align with the skills needs of the apprentice’s role. 
  • The apprentice must be employed, usually for 30+ hours a week, and work more than 50% of their time in England. 
  • All apprenticeships must take at least 12 months with apprentices spending a minimum of 6 hours per week in off-the-job training. All Damar apprenticeships plan for more than the legal minimum. There is more on how we maximise the benefits of off-the-job training here:

If your annual UK wage bill is over £3 million, the cost of training can be funded via the Apprenticeship Levy. We can help you navigate your Apprenticeship Service account to access this funding. 

If your annual UK wage bill is below £3 million, the government covers 95-100% of the training costs. The level of funding available is determined by the size of your business and the age of the apprentice. 

The customer service practitioner apprenticeship standard is a springboard for progression to more senior customer service roles but also to more senior administrative, team leading and management positions. Damar apprentices have progressed to other higher-level apprenticeships, most commonly business administrator, team leader or supervisor. 

Enrolment dates

Application Close


Start Date


To discuss how Damar apprenticeships can help your organisation and your colleagues to achieve their potential, please click 'Make an enquiry'

Or please give us a call on 0161 480 8171

Our delivery model

  • Pre-work. Usually, reading or video content relating to the module.
  • Group coaching session. Apprentices come with their questions, discuss their learning with peers and prepare themselves for the final part of the module, which is to complete individual activity.
  • Individual learning activity. An activity brief will be provided for the apprentice as introduced in the group coaching session. The student will work through the activity brief, building their evidence to support the portfolio and end point assessment. Importantly, this final activity allows the apprentice to embed and contextualise their learning. 
Female customer service apprentice
  • Main learning. Self-directed, interactive content on our online learning platform.
  • 1:1 Coaching Visit. Every six weeks, where work completed, and feedback are reviewed and, if it is to the right standard, the module will be signed off. It is also an opportunity to review progress and discuss personal development with the apprentice. 
  • Review meeting. Takes place with the apprentice and their supervisor every 12 weeks, immediately after a coaching visit, providing a further opportunity to review progress. 

End-point assessment

Three elements:
  • A showcase, prepared by the apprentice that demonstrates their professional competence (65% weighting)
  • Practical observation (at least 1 hour) with independent end-point assessor (20% weighting)
  • Professional discussion (1 hour) with independent end-point assessor (15% weighting).

Case study

Bethany Field – Customer Service Apprentice

Bethany is an Audiology Clerical Officer at Wrightington, Wigan and Leigh NHS Foundation Trust, who has recently completed her Customer Service Apprenticeship. Click below to find out more about how she found the apprenticeship and how it has impacted her organisation.

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