Mention customer service to the average group of graduates and it won’t be long until someone asks if you want fries with that. But despite its unglamorous associations with cash registers and call centres, the competency of customer focus is increasingly sought after by recruiters.

This is at least partly because Britain’s economy is becoming more dependent on the service industry, says Paul Cushing, the managing director of RPCushing Recruitment. “Most heavy industry in the UK has gone and the vast majority is customer-focused and service-focused,” he says. Therefore, customer service has obvious business implications: “If you are not good to customers they will go elsewhere.”

This direct link to the bottom line is one of the reasons that the competency is as important for those in senior positions as it is for those working directly with customers. “In a great many organisations it’s needed all the way to the top,” says Graeme Yell, a director at Hay Group.

Cushing agrees. “From a strategic point of view . . . customer service has to be part of the mix.” It’s also about the part managers play in creating corporate culture, he says: “You have to lead by example.”

Customer focus should help managers to understand the impact that their decisions will have on customers and on business. “At a senior level it’s about having a line of sight to customers,” Yell says.

So what exactly is it? Largely, common sense and thoughtfulness: thinking about what customers and clients need, providing it and responding effectively to any complaints. Good communication is an important aspect.

“It is almost a bit of a no-brainer,” Yell agrees. “Where it gets interesting is where you see very high levels of customer focus.” This top standard includes a strong element of ethics and integrity. It would typically be seen in professional services and “relationship sales” roles where provider and customer are in a long-term collaborative relationship. For example, a sales person may recommend a client not to buy a particular product from their company because he or she believes it is not entirely suitable for their business. They’d be turning down immediate profit but building trust that should pay off in the long run.

Graduates who have held student jobs in bars, shops or call centres can use this experience to tell interviewers about times that they went beyond the call of duty to help a customer in need. Even better, explain how you suggested a system change that improved the service offered to all customers.

Customer service orientation is shown by people who focus their efforts on discovering and meeting their clients’ needs. At its most basic, this means responding appropriately to customer requests and giving them helpful information. At the middle of the scale is taking personal responsibility for correcting problems without being defensive and going beyond normal expectations. Top level actions include learning, then addressing, clients’ underlying needs and acting as a trusted adviser.

Communication is the ability to present ideas and information with clarity and impact. At its top level it involves assessing the audience and adapting the style of communication accordingly.

© The Times, London