Top Tips for Showing Customer Service in the Level 3 Digital Marketing Apprenticeship

When it comes to the coursework projects for the Digital Marketing Apprenticeship, the competencies and behaviours you are expected to demonstrate on the whole look after themselves. Competencies such as Data Analytics, showing specialisms in two of four areas including SEO and PPC, and using digital tools effectively are part and parcel of a marketing apprentice’s day-to-day job. There is one competency that is a bit harder to demonstrate, however, and this is competency number 5 – customer service. This blog will explain how to demonstrate the competency of customer service in the Level 3 Digital Marketing Apprenticeship with minimal stress.

Why Is It a Challenge?

In most businesses, marketing and customer service are two different functions. While the two teams will liaise with each other to ensure consistency of messaging and to discuss customer feedback and needs, day-to-day operations are conducted separately. Because of this separation, it is not always easy, especially in larger businesses, for a marketer to involve themselves in customer service. I struggled with this element despite working in a small tech startup.

Customer Service in the Digital Marketing Apprenticeship can be difficult.

So, how can this challenge be overcome?

1: What You Do May already Count as Customer Service

For something you do to qualify as meeting the customer service competency criteria, you must directly engage with the customer. There is a distinct possibility you do this already without necessarily realising it.

For example, many companies will send out customer feedback surveys (this is most likely to be in the form of an NPS survey). As a marketer, you are likely to be involved in all email output, and will have a role in setting up and sending out this survey. In the process of creating this email, if you tailor the thank you message after the customer has submitted their feedback depending on the feedback they have given (i.e. positive or negative), this counts as customer service, as you are telling them that their criticism will be addressed if the feedback is negative, or that you are delighted that they love the product or service if the feedback is positive. It should be said at this point that simply sending newsletters, no matter how segmented the mailing list, is not enough – there must be that additional level of tailored communication directly with the customer.

While this is not the most explicit example of customer service, if you are in a company that has very separate marketing and customer service functions, this is a potentially very good way of collecting evidence of customer service without needing to organise some time with the customer service team.

Social Media

The other area where this can apply is if you are in charge of social media output. It is not uncommon for queries to be raised directly to your employer’s social media accounts – which, in my case, only I had full access too. It was therefore incumbent upon me to respond to them, which I did after discussing the issue with customer service.

Being in charge of social media accounts is also a great way to document evidence of customer service. This is particularly important as the requirements of the course are at least one example of customer service has to be on a social media platform. If your role does not entail you having access to the company social media accounts, or having permission to communicate with customers, an arrangement will have to be made with the customer service team for you to respond to a customer query or two under supervision.

If you are not confident with using social media, we recently wrote an article on using social media during your apprenticeship will help to boost your confidence!

2: Getting Help

Asking for help with customer service.

Depending on your exact day-to-day role and responsibilities, there may not be a chance to demonstrate the required customer service skills without help. If you are concerned that you may not be able to demonstrate the customer service skills you will need to, raise this with your employer and LDC as soon as possible, and an agreement will be reached about having to spend a small period of time with the customer service team to demonstrate this competency.


In short, customer service is the hardest competency to meet in your coursework projects. It is not impossible, however. Course providers are used to it being an issue for apprentices, and it is in the employer’s interest that they ensure you are able to meet all the competencies. Let them know if you think it will be an issue, and you should have few issues demonstrating this competency.

Level 4 Counter Fraud Investigator Apprenticeship

Why Take the Counter Fraud Investigator Apprenticeship?

Apprenticeships are a respected and well-established way to kick-start a career in a wide variety of sectors and fields, with nearly 750,000 workers beginning apprenticeships in 2018-2019. Part of the reason for this high number is the number of new courses being introduced, with the Level 4 Counter Fraud Investigator Apprenticeship being no different, with government apprenticeships in this area being available across the country, meaning there will be an opportunity near you. So, what does this course involve, how do you sign up, and what will you get from it?

Entry Requirements

First thing’s first: you must first check if you are eligible for the course. This is, thankfully, very easy to do. If you are over the age of 18 and have Level 3 English and Maths (a GCSE certificate is fine), then you are eligible for the course. If you do not have evidence of Level 3 English and Maths, you will need to complete an assessment from the training provider before you can complete the final End-Point Assessment and receive your certificate.

Day-to-Day Role

Level 4 Counter Fraud Apprenticeship - investigation is key.
You will be required to play an active role in fraud investigations

Before delving into what you’ll be learning as part of the course, you need to see if the role appeals to you.

Working in the law-enforcement sector in a government organisation such as HMRC, DEFRA, DWP, Local Government and many more besides, your day-to-day role would include:

  • Investigating allegations of fraud proactively and make key operational decisions to drive investigations. This can range from deciding to not take any further action to issuing a penalty, or even prosecution.
  • Using your understanding of the range of possible interventions available to you to decide on the best path to proceed with an investigation. This will require knowledge of civil procedures such as applications to tribunal, giving evidence at tribunal and Judicial Review, knowledge of associated civil penalties and other enforcement measures such as insolvency action
  • The role would also require gathering evidence to assist fraud investigations – including talking to members of the public in both formal (i.e. interviews under caution) and informal environments, taking notes based on what is said and your observations to drive the investigation forward. It would also be up to you to weigh up the relative importance of different pieces of evidence to better drive the investigation.
  • There may also be some moments involving confrontation, such as arresting suspects. Part of the role would involve producing and implementing risk assessments, and fully briefing those involved in the investigation of their roles, responsibilities, and risks involved in the investigation.

While having a passion for combatting fraud and being confident in liaising with many different people are bonuses, this is not a requirement for the course. Therefore, if you have just started thinking about this field, and this fast-paced, demanding, yet incredibly exciting line of work appeals to you, the Level 4 Counter Fraud Investigator Apprenticeship will teach you all the key skills you’ll need to be successful.

Course Content of the Level 4 Counter Fraud Investigator Apprenticeship

Studying for the Level 4 Counter Fraud Apprenticeship.

Over the 24 month course, you will learn:

  • Different types of fraud that can be committed
  • Key legislation, and how to apply this legislation and abide by policy during investigations
  • How to open and maintain a case file
  • The different types of evidence, how to prepare evidence files, and how to successfully document them and present them in a court setting
  • Why recording notes of interviews and other investigation activities is so important, and the concept of continuity of evidence
  • How to brief and de-brief
  • The PEACE model and conversation management skills
  • The range of demands of a witness and how to respond to them
  • How to produce concise, timely, clear, balanced & accurate reports, briefings, letters, e-mails & other items of correspondence
  • How to give evidence as a witness in court hearings


The Level 4 Counter Fraud Investigator Apprenticeship is a wide-ranging course that is guaranteed to ser you up for a successful career in fraud investigation. While it is a big commitment, if this line of work appeals to you, there is no better path to success.