PROCESO DE GESTIÓN DE FORMACIÓN PROFESIONAL INTEGRAL

FORMATO GUÍA DE APRENDIZAJE

1. IDENTIFICACIÓN DE LA GUIA DE APRENDIZAJE

● Denominación del Programa de Formación: TL en Servicios Comerciales y Financieros.

● Código del Programa de Formación: 133303 v.1
● Nombre del Proyecto Gestión en la relación con el cliente apoyado de herramientas digitales, como
estrategia para consolidar la lealtad en las entidades financieras.
● Fase del Proyecto: Análisis del contexto y entorno financiero, identificando necesidades del cliente
y de información reduciendo riesgos asociados, bajo principios éticos
● Actividad de Proyecto: Establecer las necesidades, productos, servicios e información para
atención al cliente.
● Competencia:240202501- Interactuar en lengua inglesa de forma oral y escrita dentro de
contextos sociales y laborales según los criterios establecidos por el Marco Común Europeo de
Referencia para las Lenguas.
● Resultados de Aprendizaje Alcanzar: RAP 2: Describir a nivel básico, de forma oral y escrita en
inglés personas, situaciones y lugares de acuerdo con sus costumbres y experiencias de vida
● Duración de la Guía: 24 horas: Trabajo directo: 19 horas Trabajo autónomo: 5 horas

2. PRESENTACIÓN

This guide attempts to help you understand some concepts related to customer service, financial customer
and financial consumer protection principles, rights, and responsibilities. Objective: From the development
of these activities, you will be able to describe and associate customer service, financial customer, and
financial consumer protection principles.
3. FORMULACIÓN DE LAS ACTIVIDADES DE APRENDIZAJE

BASIC CUSTOMER SERVICE CONCEPTS

Work in groups and discuss the following questions.

● 1What is customer service?

R/ Customer service refers to all actions implemented for customers
before, during and after the purchase.

● Mention some examples of customer service

from our context
R/ In my work, for example I provide
information.
● Who is a financial customer? Are you a
financial customer?
R/
● Describe the following picture. What can you
say about it?
R/ 6

Skills practice: do the following activities to practice the learnt vocabulary and English structures

3.1. Listening practice: video about customer service: ‘why customer service matters’

Before watching the video, look up the definition of the vocabulary below.

Competitive, advantage, receive, consumer, price, location, product, key, behavior, available, agent,
impersonal, unavailability, complaint, value, bust, make a complaint, rise, outlets, post,

Now watch the video at https://www.youtube.com/watch?v=nxtaMdu55Ug make notes and complete

the activities below.

a. Mention the traditional advantages of customer of business

b. Match the corresponding statistic about the customer service experience:

57% - speak to multiple agents
56% - response is still too slow
42% - impersonal service
34% - lack of information about the product
24% - online unavailability
16% - company not available when needed
c. What is the consequence of bad customer service?

d. what is the impact of social media on customer service?

1
Image retrieved from https://www.finra.org/investors/insights/credit-cards-and-investingused by SENA for academic
purposes exclusively
Watch the video again, check your notes, and mark the statements below as true (T) or false (F).

a. Customer service is not important to clients when deciding to do business ( )

b. There is little customers experience rate for poor or bad customer service ( )

c. It is important to avoid behaviors that may get our costumers angry ( )

d. Impersonal service builds a negative customer experience ( )

e. About 38 million customers made a complain last year ( )

f. Social media does not influence the concept customers have about a company's service ( )

g. Loyal customers usually spread and recommend companies for their good service ( )

Note the actions that customers value most about customer service and provide an example from your
context

3.2. Reading practice: article about financial customer protection, rights, and responsibilities

Based on your previous knowledge about financial services and customer or client services, answer the
following questions:

● What is a customer protection law?

● Is there a law to protect customers in Colombia? Describe it.
● What do you think are customers rights and Responsibilities?
● Share your answers with your classmates and compare your experiences.
You will find three texts related to financial customer protection, rights, and responsibilities.

Before reading the texts identify some key vocabulary. Look for the definition of the vocabulary below
(that you do not understand) and organize the words in the chart to the corresponding text.

Oversight, Consumer Financial Protection Bureau (CFPB), regulation , charging overdraft fees , lawsuits,
payday, lenders, Organization for Economic Co-operation and Development (OECD), Disclosure ,
transparency, awareness, financial risks, informed choices, assistance, work ethic, fraud, assets,
embezzlement, misuse, data, accessible, affordable, independent, fair, SAMA rules, search, switch,
accountable, agent, conflict of interest, policy, on-going, fill in, comply , condition, terms, purchase,
un/authorized, transaction, repayment arrangements, form, amount, approval, agreement

Text 1 Text 2 Text 3

Split in groups and read one passage of the text, make some notes, and then complete the activities below.

Text 1: Consumer Financial Protection Act2

By ADAM HAYES

What Is the Consumer Financial Protection Act? The Consumer Financial Protection Act of 2010 is an
amendment to the National Bank Act. Its objective is to identify and explain the standards that apply to
national banks. It aims to increase oversight and clarify the consumer finance laws governing financial
transactions to protect consumers in these transactions.

KEY TAKEAWAYS

● Its role is to increase oversight and help to protect consumers with financial transactions.

2
Retrieved from https://www.investopedia.com/terms/c/consumer-financial-protection-act.asp , May 232021
 ● The act resulted in the creation of the Consumer Financial Protection Bureau (CFPB)3.
● The CFPB's role is to centralize the regulation of various financial services and products.

Some actions of the legal actions include:

● Sue credit card companies when they engage unfair, deceptive, and abusive practices
● Prosecute banks for charging overdraft fees to consumers without an agreement to overdraft
services
● Bring lawsuits against payday lenders.

Text 2: Financial Consumer Rights4

General Principles for Financial Consumer
Protection

Consumer Rights: Consumer rights when dealing with banks are set out in the ‘General Principles for
Financial Consumer Protection’ and are based on the general principles developed by the Organization for
Economic Co-operation and Development (OECD) in 2011. They are:

Principle 1- Equitable and fair treatment: Banks should deal fairly and honestly with consumers. It is an
integral part of the culture of a bank. Banks need to pay attention to older people and those with special
needs of both sexes.

Principle 2- Disclosure and transparency: update information about products and services for consumers
to access information.

Principle 3- Financial education awareness: establish programs to help consumers develop their
knowledge, skills, and confidence to understand financial risks, opportunities, make informed choices, and
know where to go for assistance when they need it.

Principle 4- Behavior and work ethic: work in a professional manner for the benefit of clients
during their relationship. The bank is responsible for the protection of the financial interests of the client.

3
learn more about the Consumer Financial Protection Bureau (CFPB) at https://www.youtube.com/watch?
v=1V0Ax9OIc84 used by SENA for academic purposes exclusively.

4
Retrieved from https://www.sama.gov.sa/en-us/ConsumerProtection/Pages/ConsumerRights.aspx by SENA
 Principle 5- Protection against fraud: protect and monitor consumer deposits,
savings, and other similar financial assets through control systems to reduce fraud,
embezzlement, or misuse.

Principle 6- Protection of privacy: Consumers’ financial and personal information need protection through
appropriate control and protection systems to collect, process, hold, use, and treat data and information
(specially to third parties).

Principle 7- Complaint’s handling: there must be access to adequate complaints handling mechanisms that
are accessible, affordable, independent, fair, accountable, timely and efficient and based on SAMA rules5.

Principle 8- Competition: Consumers should be able to search, compare and/or switch between products,
services, and providers easily and clearly at a reasonable cost.

Principle 9- Third parties: work in the best interest of consumers and be responsible for upholding financial
consumer protection. Banks should also be responsible and accountable for the actions of their authorized
agents.

Principle 10- conflict of interests: there must be a written policy on conflict of interest and
ensure that this policy detects potential conflicts of interest. When there is a conflict of interest, it must be
disclosed to the consumer.

Text 3: Financial Consumer Responsibilities6

Consumer Responsibilities: The responsibilities of consumers will be supported by on-going consumer
education and awareness programs from SAMA, as well as initiatives by the banks for their own consumers.
Consumer responsibilities include the following:
#1: Be honest with information you provide. Always give full and accurate information when you fill in any
bank documents.
#2: Read all the information provided by your bank. When you submit your application. Make sure you
understand your obligations and that you can comply with them.
#3: Ask questions. It is important to ask questions to bank employees about anything that is unclear or a
condition that you are unsure about.
#4: Learn how to complain. Be proactive in using this service to escalate your issue to higher levels.
#5: Use the product or service in line with the terms and conditions. Use the product or service in
accordance with the terms and conditions associated with them and a complete understanding of terms.

5
SAMA Rules. Find more information at https://www.moodysanalytics.com/regulatory-news/Feb-13-20-SAMA-
Rules-on-Management-of-Problem-Loans-and-Bancassurance-Activities

6
Retrieved from https://www.sama.gov.sa/en-us/ConsumerProtection/Pages/ConsumerRights.aspx by SENA
#6: Avoid risks. Do not purchase a product or service where you feel that the risks do not suit your financial
situation. Some financial products or services carry risks, and your bank must clearly explain these to you.
#7: Apply for products and/or services that meet your needs. When making a request for a product or
service, make sure that is suits your needs. Consider all your financial obligations before contracting for the
product or service.
#8: Report unauthorized transactions to your bank. If you discover unauthorized transactions on your
account, you must report this to your bank immediately.
#9: Do not disclose your banking information. Do not provide any bank account details or other sensitive
personal or financial information to any other party.
#10: Talk to your bank if you are encountering financial difficulties. By talking to your bank, you can
discuss possible alternative repayment arrangements that will enable you to fully discharge your
responsibilities.
#11: Update your information. Customers need to provide updated personal information and contact
information to keep the bank informed.
#12: Regular use of your own mail and e-mail address. Do not use other friends’ or relatives’ mail
addresses. This can expose your financial information to others.
#13: Do not sign uncompleted forms. Make sure all the required fields and numbers are completed in a form
that is presented to you for signing or initialing. Do not sign empty or partially completed forms
#14: Review all your documents. Review all your documents before you sign them to ensure that there are
no errors in the account number or amount. Your signature is an approval and agreement of the document
content.
#15: Keep copies of your documents. Keep all documents in a safe place provided by the bank. They should
provide you with a copy of signed contracts and other relevant documents and papers

Mark the following statements True (T) or False (F)

a. The consumer financial protection act prevents customers from financial risks ( )

b. Companies can charge overdrafts fees to customers with no regulation required ( )

c. Banks are responsible for the protection of its customers personal and financial information ( )

d. There is no need for banks to inform customers about updates, offers, products, and services ( )

e. If there is a transaction that is not yours, it is considered an unauthorized transaction ( )

f. You can make up your information to fill in bank documents ( )

Answer the questions below

a. What is the objective of the Consumer Financial Protection Act?

 b. What are the financial customer rights for?

c. Which financial customer responsibilities do you consider super relevant?

Based on the texts, establish the main idea for each text

Consumer Financial Financial Consumer Rights Financial Consumer

Protection Responsibilities
Act

Work in groups to prepare a presentation about one of the texts above. Include: characteristics,
important ideas and equivalence to the Colombian regulation and system.

3.3. Writing practice: mind map about financial customer protection, rights, and responsibilities

Based on the information from the reading activity, create a mind map showing/ explaining the main
concepts about what customer protection is, as well as the rights and responsibilities of financial customers.
Support your development on the use of technology or free online platforms such as mindomo at
https://www.mindomo.com/es/

3.4. Speaking practice: roleplay about financial customer service

Pair work. Choose either of the roles, customer or manager and act out the following situation.
 ROLE PLAY –CUSTOMER SERVICE- NEW CUSTOMER7

Role A
You are a financial customer who has some doubts about a credit
portfolio in a bank for your company.Contact the bank’s customer
service agent.

Role B
You are the customer service agent of a bank branch in the city.
Take a call about a new customer who wants to know his/her rights
in the product s/he acquired.

● Try to answer the questions of the customer, considering their rights and responsibilities.
Also explain some productsyou can offer to this customer.

● Share your role-play with the class. You can use some technical and technological tools to develop
this activity and make it look like real in context.

3.5. Extension activities: extension activities will help you improve your performance in the topics. You
need to reach at least five hours of practice on your own

Visit the following links and do the activities you will find:

● Verb To be: https://es.liveworksheets.com/du1736ue

● Wh questions https://es.liveworksheets.com/xo7796nf
● Adjectives for physical description: https://es.liveworksheets.com/fh606074my
● https://es.liveworksheets.com/nb1214904ay
● There is/are/a, an: https://www.liveworksheets.com/na601gy
● This/that/these/those: https://www.liveworksheets.com/px1261381bc
● Possessives: https://www.liveworksheets.com/ml18673an
● Simple present (+/-/?): https://www.liveworksheets.com/za26318ec
● https://www.liveworksheets.com/to1253224mh

To deepen your knowledge about customer service, financial customer and financial customer protection,
follow:

● Customer service training https://www.youtube.com/watch?v=tlNK3eJvsz0

● Poor Vs great customer service https://www.youtube.com/watch?v=Zy1h49_L8ME
● Exceptional customer service at TEDED https://www.youtube.com/watch?v=GH1TXfQSwUQ

7
Image retrieved from https://ballmemes.com/i/your-call-is-very-important-to-us-so-please-continue-
c92f7646eee540649cc2a90f4950a859
 ● Consumer protection in relation to personal finance https://www.youtube.com/watch?v=MhE8nai-
580
● Consumer Financial Protection Bureau (CFPB) https://www.youtube.com/watch?v=1V0Ax9OIc84
● The CFPB: Making Consumers Count https://www.youtube.com/watch?v=BHMUVfjffhA
● More about the CFPB https://www.youtube.com/channel/UCcxYfgjfspV1XQdVumVH5bg

Read some articles of interest:

● Customer Service Skills for Bank Employees https://work.chron.com/customer-service-skills-bank-

employees-6700.html
● Customer service vs. customer support and customer aftercare https://www.the-future-of-
commerce.com/2021/08/02/what-is-customer-service-definition-examples/

4. ACTIVIDADES DE EVALUACIÓN

Evidencias de Aprendizaje Criterios de Evaluación Técnicas e

Instrumentos de
Evaluación
Evidencias de Conocimiento: Lista de chequeo
 Conceptos básicos de servicio al Reconoce vocabulario básico
cliente financiero. relacionado con el servicio al cliente
Actividades del taller – escucha
 Importancia de un buen servicio al financiero.
cliente.
Habla de la importancia del Actividades de práctica del taller
Evidencia de Desempeño: oral
servicio al cliente financiero de
 Juego de roles en el acuerdo con aspectos y
contexto financiero.
características generales.
Actividades de práctica del taller-
Evidencia de producto: Usa de manera escrita escrito- mindmap
 Comprensión de la ley de expresiones y vocabulario
protección al cliente financiero, sus relacionados con la ley de
derechos y deberes. protección al cliente financiero,
sus derechos y deberes.
5. GLOSARIO DE TÉRMINOS

Competitive, advantage, receive, consumer, price, location, product, key, experience, behavior, available,
agent, impersonal, unavailability, complaint, value, bust, make a complaint, outlets, increasing, rise,
connected, post, negative, oversight, Consumer Financial Protection Bureau (CFPB), regulation , charging
overdraft fees , lawsuits, payday, lenders, Organization for Economic Co-operation and Development (OECD),
Disclosure , transparency, awareness, financial risks, informed choices, assistance, work ethic, fraud, assets,
embezzlement, misuse, data, accessible, affordable, independent, fair, SAMA rules, search, switch,
accountable, agent, conflict of interest, policy, on-going, fill in, comply , condition, terms, purchase,
un/authorized, transaction, repayment arrangements, form, amount, approval, agreement.

6. REFERENTES BIBLIOGRÁFICOS

Reading retrieved and adapted from https://blog.unblu.com/en/13-customer-service-tips-for-banks-and-

financial-services
Writing text retrieved and adapted from:
https://www.sama.gov.sa/enUS/ConsumerProtection/pages/consumerrights.aspx
Speaking retrieved and adapted from https://en.islcollective.com/english-esl-worksheets/material-
type/role-plays-and-improvisation-activities/role-place-customer-service/20305
To be: https://es.liveworksheets.com/du1736ue

Wh questions https://es.liveworksheets.com/xo7796nf

Adjectives for physical description: https://es.liveworksheets.com/fh606074my

https://es.liveworksheets.com/nb1214904ay

There is/are/a, an: https://www.liveworksheets.com/na601gy

This/that/these/those: https://www.liveworksheets.com/px1261381bc

Possessives: https://www.liveworksheets.com/ml18673an

Simple present (+/-/?): https://www.liveworksheets.com/za26318ec

https://www.liveworksheets.com/to1253224mh

Customer service training https://www.youtube.com/watch?v=tlNK3eJvsz0

Poor Vs great customer service https://www.youtube.com/watch?v=Zy1h49_L8ME

Exceptional customer service at TEDED https://www.youtube.com/watch?v=GH1TXfQSwUQ

Consumer protection in relation to personal finance https://www.youtube.com/watch?v=MhE8nai-580

Consumer Financial Protection Bureau (CFPB) https://www.youtube.com/watch?v=1V0Ax9OIc84

The CFPB: Making Consumers Count https://www.youtube.com/watch?v=BHMUVfjffhA

More about the CFPB https://www.youtube.com/channel/UCcxYfgjfspV1XQdVumVH5bg

Customer Service Skills for Bank Employees https://work.chron.com/customer-service-skills-bank-

employees-6700.html
Customer service vs. customer support and customer aftercare https://www.the-future-of-
commerce.com/2021/08/02/what-is-customer-service-definition-examples/

Image retrieved from https://ballmemes.com/i/your-call-is-very-important-to-us-so-please-continue-

c92f7646eee540649cc2a90f4950a859
Image retrieved from https://www.finra.org/investors/insights/credit-cards-and-investing

More about the Consumer Financial Protection Bureau (CFPB):

https://www.youtube.com/watch?v=1V0Ax9OIc84
SAMA Rules. Find more information at https://www.moodysanalytics.com/regulatory-news/Feb-13-20-
SAMA-Rules-on-Management-of-Problem-Loans-and-Bancassurance-Activities
Image retrieved from https://ballmemes.com/i/your-call-is-very-important-to-us-so-please-continue-
c92f7646eee540649cc2a90f4950a859

7. CONTROL DEL DOCUMENTO

Nombre Cargo Dependencia Fecha

Autor (es) Andrés Felipe Medina Instructor de Escritorio de Diciembre 21 de

González bilingüismo Idiomas- CSF 2021
Bilingüismo

8. CONTROL DE CAMBIOS (diligenciar únicamente si realiza ajustes a la guía)

Nombre Cargo Dependencia Fecha Razón del Cambio

Autor (es) Yelitza Yaniver Profesional Escritorio de Abril de Revisión, rediseño yajustes
Parra Guerrero Grado 08 Idiomas- CSF 2022 de contenidos y
Bilingüismo metodología en inglés.