Search by IRC, Industry, sector, training package, IRC skills forecast or occupation.

Customer service and marketing skills:


Approaches to customer service, marketing and communication are evolving, with social platforms increasing in prevalence.

As such, the workforce will need to become skilled in new media literacies to engage with customers and achieve sales and marketing targets.

There is a current cross-sector project underway looking at developing Consumer Engagement through Social and Online Media to improve social platform & marketing skills.


Industry skills needs

Generic skills

In their 2018 Skills Forecasts, IRC’s ranked a series of 12 generic skill categories, in priority order.

Customer service / Marketing (which aligns directly with Customer Service & Marketing skills) received an average ranking of 7th (out of 12) across all skills forecasts.


Priority skills

Customer Service & Marketing skills were also identified by around half of the industries that reported on priority skills in their 2018 Skills Forecasts.


The following industries identified Customer Service & Marketing skills as a priority in their IRC Skills Forecasts:

  • Community Sector and Development
  • Enrolled Nursing
  • Forest and Wood Products
  • Furnishing
  • Public Safety
  • Tourism, Travel and Hospitality
  • Wholesale and Retail and Personal Services. 

Most of these industries focused mainly on the need for:

  • customer and personal service skills.
  • service orientation.

However other related-skills identified in these forecasts included:

  • communication and media
  • community engagement
  • marketing
  • sales skills.


Case studies

Enrolled Nursing industry

Enrolled Nurses provide nursing support and assistance to Registered Nurses and Registered Midwives across a range of clinical specialties and in various settings, including:

  • Community or residential health care facilities
  • Correctional services
  • Defence forces
  • General practitioners’ (GPs) practices (public and private)
  • Hospitals
  • Hospices
  • Residential mental health care services
  • Schools/Education providers.

According to the Enrolled Nursing IRC's 2018 Skills Forecast, given the people-focused nature of their work, customer and personal service skills are a priority for the following occupations in this industry:

  • Enrolled and Mothercraft Nurses
  • Midwives
  • Nursing Support and Personal Care Workers.

The need for customer-focused skills is particularly important for the Enrolled Nursing industry, given recent reforms and changes in demand for health services.

The introduction of consumer-directed funding models (such as the Australian Government’s National Disability Insurance Scheme) has sought to drive improvements in efficiency and quality for clients. Customers have been given control, as consumers of services, to select their desired provider of care and services, which has in-turn promoted competition between healthcare providers.

According to the Skills Forecast it is expected that:

Consumer-directed funding will have a vast impact across the health and community services sectors, influencing the way in which services are delivered, which, in turn, has an effect on workforce requirements.

One considerable difference in a consumer-driven model is that a whole new industry is being geared to respond to participants’ needs with the work following the client. The need for a customer service culture will have a broad impact as those who are served become ‘customers’ of organisations as opposed to the traditional ‘patients’ in the relationship. This will require industry to build workforce capacity and the skills of both workers and organisations, because frontline workers (in particular) will need to provide support via a person-centred approach in an increasingly price-sensitive competitive marketplace and contribute to the process by being the face of the organisation they represent (Enrolled Nursing IRC).

Updated: 19 Dec 2018
To Top