TESL 5760.

Summer 2024

Summative Assessment –ESP Project

Student: Khurshidakhon Mamadalieva

Professor: Khoorshid Sadikov

Due Date: July 21, 2024

 Introduction

In the realm of customer service English, this ESP project targets professionals

across industries like retail, hospitality, call centers, and online support services,

comprising customer service representatives, support agents, and client relations

managers. With a diverse cohort of seven participants aged 30-35, this group

brings varied backgrounds but shares a common goal: enhancing English

communication skills essential for daily professional interactions. While some

possess foundational knowledge in English grammar, others require support in

expanding beyond basic vocabulary and grammar. Essential skills for customer

service roles include clear communication, industry-specific vocabulary

acquisition, adept listening, professional writing, and cultural sensitivity. Drawing

inspiration from structured ESP frameworks such as Susan Bosher's "English for

cross-cultural nursing" which was taken from Woodrow (2018), this project

emphasizes a methodical approach to bridging theoretical learning with practical

application in specialized contexts. Through comprehensive needs analysis

involving surveys, interviews, and proficiency assessments, the course aims to

tailor content to address specific linguistic and communicative challenges

encountered in customer-facing roles. By integrating case study methodologies that

simulate real-world scenarios, the project aims to equip participants with the

linguistic and problem-solving skills necessary to excel in delivering exceptional

customer service, thereby enhancing organizational success and customer

satisfaction.

ESP context: Customer service English

Learners

The participants for this ESP course are individuals working in customer service

roles across various industries such as retail, hospitality, call centers, and online

support services. They include customer service representatives, support agents,

client relations managers, and people who directly interact with customers to

resolve issues, provide information, or handle inquiries.

Among the seven students aged between 30-35 years old, there is a varied

background in English learning. Approximately half of the group has completed

the B2 level of an English General Proficiency (EGP) course, indicating a solid

understanding of intermediate-level English structures and vocabulary. They are

comfortable with complex sentences and can communicate effectively in most

everyday situations.

The other half of the group has primarily learned English through schools and

universities, achieving a proficiency level around B1. They are familiar with

fundamental English grammar and vocabulary, capable of engaging in basic

conversations and understanding straightforward texts.

Despite their different educational backgrounds, all participants share a common

objective: to enhance their English communication skills for professional

interactions in customer service contexts. They seek to improve their ability to

handle customer queries, resolve complaints effectively, and convey information

clearly and confidently in English. This course aims to cater to their specific needs

by focusing on practical language skills relevant to their daily work

responsibilities.

Current Language Skills:

To assess the learners' current English language proficiency levels, a diagnostic

test was administered. This test aimed to evaluate their understanding of grammar,

usage of vocabulary, and comprehension skills. The results of the diagnostic test

revealed indicated varying levels of proficiency levels among the participants.

Some demonstrated strong command of grammar and vocabulary, while others

showed areas needing improvement, particularly in understanding complex

grammar structures and using industry-specific terminology accurately. In

addition, they exhibited basic knowledge of English, limited to essential

vocabulary and a few basic tenses. Identifying these areas of strength and areas

needing improvement will guide the customization of the course content to meet

the specific needs of each learner, ensuring targeted and effective learning

outcomes.
Language Skills Needed: Typically, participants in customer service roles need to

have a varied range of language skills and possess a basic to intermediate level of

English proficiency, sufficient for daily interactions. Their skills may include

understanding and responding to customer queries, explaining products or services,

and handling routine communication tasks.

In addition, in their field of work, customer service professionals need to acquire or

develop these kinds of specific language skills to effectively perform their duties:

1. Communication Skills: Students need to enhance their ability to

communicate clearly and effectively with customers, understanding their

needs, and providing appropriate responses.

2. Vocabulary Building: Acquiring industry-specific vocabulary (e.g., terms

related to products, services, policies) is crucial for accurate communication

and customer satisfaction.

3. Listening and Comprehension: Improving listening skills to understand

customer concerns, questions, and feedback accurately.

4. Politeness and Professionalism: Developing language skills to convey

politeness, empathy, and professionalism in interactions with customers,

even in challenging situations.

 5. Writing Skills: Depending on their role, writing skills might be essential for

composing emails, chat messages, or social media responses with clarity and

correctness.

6. Cultural Awareness: Understanding cultural nuances and adapting

communication styles appropriately when dealing with customers from

diverse backgrounds.

Overall, the goal of this ESP course is to equip learners with the language skills

necessary to provide exceptional customer service, enhance customer satisfaction,

and contribute positively to their organization's reputation and success.

Selected Example:

From Woodrow (2018), I have selected the "English for cross-cultural nursing"

ESP course by Susan Bosher as an example, because it offers a structured approach

to developing language skills specific to a professional context, which is similar in

nature to customer service English. Here’s why this model or framework is

relevant and useful:

1. Structured Approach: The "English for cross-cultural nursing" course

example likely includes a structured curriculum that focuses on essential

language skills such as medical vocabulary, patient communication, and

understanding medical terminology. Similarly, customer service English

 requires a structured approach to cover industry-specific vocabulary,

communication strategies, and cultural awareness.

2. Professional Communication Skills: Both medical professionals and

customer service representatives require effective communication skills

tailored to their specific contexts. Adapting frameworks from medical

English can provide insights into developing clear, empathetic, and

professional communication strategies.

3. Content Adaptation: While the content of medical English will differ

significantly, the framework used to develop proficiency can be adapted.

This includes methods for vocabulary acquisition, role-playing scenarios,

and simulations that enhance real-world application of language skills,

methods that are equally applicable in customer service contexts.

Justification:

Adopting the framework from the "English for cross-cultural nursing" example

will help in structuring the ESP project for customer service English by:

 Providing a proven structure for designing learning objectives and outcomes.

 Offering guidance on the sequence and prioritization of language skills

development.
  Suggesting effective teaching methodologies and assessment strategies that

can be tailored to customer service contexts.

 Ensuring that the ESP project remains focused on developing practical

language skills necessary for effective communication with customers.

By using this framework, I can ensure that the ESP project for customer service

English meets professional standards, addresses specific language needs, and

fosters proficiency in communication skills essential for customer satisfaction and

organizational success.

Needs Analysis

In developing my ESP course for customer service professionals, I will conduct a

thorough needs analysis to precisely identify and address the language and

communication challenges specific to their roles across various industries because

needs analysis can be a helpful tool for making the lessons relevant to their needs

and interests (Serafini, Lake, & Long, 2015).

Approach to Needs Analysis:

1. Surveys and Interviews: I will begin by distributing surveys to assess the

current language proficiency levels and confidence of the participants in

their customer interactions. Additionally, conducting structured interviews

 will provide deeper insights into their daily communication challenges and

specific needs within their workplace contexts.

Justification: Qualitative methods like surveys and interviews will allow me to

gather qualitative and quantitative data, helping me understand the participants'

language gaps and the types of communication skills they require, as it was

highlighted by Viana, Bocorny, and Sarmento (2019).

2. Language Proficiency Assessment: By using standardized English

proficiency tests, I will evaluate participants' language skills to establish a

baseline understanding. This assessment will guide the development of

targeted learning objectives and determine the appropriate level of course

content.

Justification: Assessments will ensure that the course content is appropriately

challenging and relevant to participants' current proficiency levels, aligning with

best practices in ESP course design. In addition, proficiency tests aim to determine

the language aptitude, which evaluates an individual’s potential to learn a language

effectively (Hamp-Lyons, 2016).

3. Task Analysis: Observing and analyzing typical job tasks and

communication scenarios, such as handling customer inquiries, resolving

 issues, and maintaining professionalism will provide critical insights into the

specific language competencies needed for effective customer service.

Justification: Task analysis will enable me to tailor the course content to directly

address the practical challenges participants face in their roles, enhancing their

ability to apply learned skills in real-world situations. Moreover, Woodrow (2018)

mentioned that empirical data collected from authentic task observations help to

identify the actual pragmatic as well as linguistic requirements of a target situation.

Approach to ESP Course Design: Case-study Approach

In designing the ESP course tailored for customer service professionals in the

context of English for Specific Purposes (ESP), I will adopt a case-study approach

informed by current research and best practices. The design will aim to effectively

address the specific language needs and communication challenges faced by

participants in their customer-facing roles across diverse industries. The case study

approach for the ESP course in customer service English is designed to provide

participants with practical, real-world scenarios that reflect their daily challenges

and responsibilities. This method aims to enhance participants' language

proficiency and communication skills through contextualized learning experiences.

1. Selection of Case Studies

Rationale: Case studies will be selected based on their relevance to the

participants' industries (e.g., retail, hospitality, call centers) and their specific roles

in customer service. Each case study will highlight different communication

challenges and scenarios that require language skills development.

Example: For instance, a case study could involve a customer service

representative handling a complex customer complaint in a retail environment.

This scenario would require participants to understand and respond to customer

needs effectively, demonstrating both linguistic accuracy and cultural sensitivity.

2. Integration of Language Skills

Rationale: Case studies will integrate all essential language skills (listening,

speaking, reading, writing) within the context of customer service tasks. This

approach ensures holistic language development and application in authentic

scenarios. The integration of language skills in case studies aligns with the broader

trend of Content and Language Integrated Learning (CLIL) observed in the

internationalization of universities. As noted by Arno-Macia&Mancho-Bares,

(2015), CLIL involves teaching subjects through a foreign language, emphasizing

both content and language, often through team teaching or subject-specialist

instruction. This method highlights the importance of integrating language skills in

authentic contexts, much like the case study approach in customer service tasks.
Both strategies ensure holistic language development and practical application,

supporting the notion that integrating language and content is crucial for effective

learning in diverse educational settings.

Example: Participants will engage in activities such as listening to recorded

customer interactions, practicing role-plays to simulate customer service scenarios,

reading and analyzing customer emails or chat messages, and composing responses

using appropriate language and tone.

3. Application of Problem-Solving Techniques

Rationale: Participants will apply problem-solving techniques to analyze and

resolve issues presented in case studies. As Woodrow (2018) stated that case-study

approach fosters critical thinking, decision-making and working in collaboration

skills which can be essential for effective customer service.

Example: Through guided discussions and group activities, participants will

identify the root causes of customer issues, propose solutions, and role-play

appropriate responses to simulate real-world interactions.

4. Cultural Sensitivity and Adaptation

Rationale: Case studies will emphasize cultural awareness and adaptation in

customer interactions, preparing participants to communicate effectively with

diverse customer bases.

Example: Participants will explore cultural nuances through case studies involving

international customers or clients from different cultural backgrounds. They will

learn to adjust their communication styles and language use to ensure

understanding and respect.

By employing the case study approach, the ESP course will effectively address the

specific language and communication needs of customer service professionals,

preparing them to excel in their roles and contribute positively to organizational

success.

Course Aims

1. Contextualized Language Development

o Objective: To enable participants to apply industry-specific

vocabulary and communication strategies in authentic customer

service scenarios.

o Rationale: By engaging with case studies from various customer

service industries (e.g., retail, hospitality, call centers), participants

will develop language skills that directly relate to their professional

roles.

2. Integration of Language Skills

 o Objective: To integrate listening, speaking, reading, and writing skills

within the context of customer service tasks and scenarios and make

learners become able to communicate in target language.

o Rationale: The case study approach ensures that participants practice

and enhance all essential language skills required for effective

customer interactions, fostering comprehensive language proficiency.

3. Problem-Solving and Decision-Making

o Objective: To develop participants' ability to analyze customer issues,

propose solutions, and communicate effectively in response to diverse

customer needs.

o Rationale: Through problem-solving activities embedded within case

studies, participants will enhance their critical thinking and decision-

making skills, crucial for handling customer service challenges.

4. Cultural Awareness and Adaptation

o Objective: To foster sensitivity to cultural nuances and promote

adaptation of communication styles to meet the needs of diverse

customer bases.
 o Rationale: Case studies involving international or culturally diverse

customer interactions will prepare participants to navigate cultural

differences effectively, enhancing customer satisfaction and service

delivery.

The course aims are grounded in theoretical foundations and best practices in ESP

and language teaching:

 Authenticity and Relevance: The authentic case studies provide

meaningful learning contexts that resonate with learners' professional

experiences, enhancing motivation and engagement.

 Transfer of Learning: As Woodrow (2018) emphasized that the importance

of applying knowledge and skills learned through case studies directly to

workplace contexts, ensuring practical and effective communication in

professional settings.
 Assessment

I will implement a variety of assessment methods designed to measure participants'

progress and proficiency in essential language skills and customer service

competencies.

1. Pre-course Language Proficiency Assessment: Initial proficiency tests

aligned with workplace communication needs will establish a baseline and

inform personalized learning plans for each participant.

2. Formative Assessments: Throughout the course, I will use regular quizzes,

role-plays, and practical exercises to provide ongoing feedback on

participants' vocabulary retention, listening comprehension, and verbal

communication skills.

Justification: Formative assessments will support continuous improvement by

reinforcing key language skills necessary for effective customer interactions and

professional communication. Besides that, as Dixson and Worrel (2016)

highlighted that formative assessments serve not only to inform teachers

continuously about current student comprehension but also to tailor interventions

that promote improved learning outcomes.

3. Performance-based Assessments: By including simulated customer

interactions and scenario-based assessments, I will evaluate participants'

 ability to apply learned language skills in authentic customer service

contexts.

Justification: Performance-based assessments will ensure that participants can

practically demonstrate their acquired skills, preparing them to handle diverse

customer needs and situations effectively.

Through a meticulous needs analysis and strategic assessment approach, my ESP

course aims to enhance participants' language proficiency and communication

effectiveness in customer service roles. By focusing on practical, job-specific

language skills and implementing targeted assessments, I aim to equip learners

with the tools and confidence needed to excel in their professional environments,

ultimately contributing to enhanced customer satisfaction and organizational

success. This approach underscores the importance of tailored ESP courses in

addressing the unique language needs of customer service professionals across

different industries.

Course materials

I will integrate authentic texts and TED Talk videos focused on customer service

into myESP curriculum as course materials sine they offer multifaceted

advantages. These resources provide concrete examples and sophisticated

perspectives directly relevant to their professional responsibilities, enhancing their

comprehension and application of English in customer service contexts. Authentic

texts such as industry reports, case studies, and articles on customer service news

expose learners to real-world communication situations they encounter in their

daily responsibilities.This exposure helps enhance their skills in addressing

inquiries, solving problems, and managing customer interactions more effectively.

TEDx Talk presentations by industry experts provide essential strategies on service

delivery, interpersonal empathy, and conflict resolution, equipping learners with

actionable techniques applicable to real-world challenges. Moreover, following

TEDx Talk viewings in class, students engage in discussions to critically analyze

and apply the insights gained, fostering collaborative learning and reinforcing

comprehension. This interactive approach not only enriches learners' vocabulary

with specialized terminologies and idiomatic expressions prevalent in professional

discourse but also cultivates their confidence in employing formal English

constructs within their professional spheres. Ultimately, this integrated approach

elevates learners' job performance metrics and enhances overall customer

satisfaction levels.
 Examples of materials

1. Authentic texts - Article

I will integrate theauthentic texts like the article by Morgan, B (2023)which is

about the impact of AI on customer service into my ESP course by structuring

pre-reading activities to introduce AI concepts and stimulate predictive

questions about its role in customer interactions. During the reading phase, I

will encourage active reading strategies, prompting students to highlight key

points and discuss any challenging concepts encountered. During post-reading

stage, I will facilitate discussions on the article's main arguments, encouraging

critical analysis of AI's benefits and drawbacks in customer service.

Additionally, I will focus on language development by practicing formal

vocabulary related to technology and customer service through scenario-based

role-plays and writing tasks. Finally, I will encourage reflection on AI's

potential impact on students' roles as customer service professionals and

provide further resources for those interested in exploring the topic further. This

approach aims to deepen understanding of Customer Service English while

preparing students to navigate AI-driven changes in their field.

 2. TED Talk Video: https://youtu.be/GH1TXfQSwUQ?si=wpgor2sExbU2-

AT-

I will use the TEDx Talk videos like "I Was Seduced by Exceptional Customer

Service" to enhance listening comprehension and foster discussion among ESP

learners. By watching this video, students' listening and speaking abilities will be

improved as they engage with real-life examples and insights into the importance

of exceptional customer service. The session begins with a 10-minute pre-listening

segment where the topic of customer service is introduced, inviting students to

briefly share personal experiences with exceptional service. This is followed by a

15-20 minutes viewing of the TEDx talk, during which students are instructed to
take notes on key points and examples. A discussion lasting 20 to 30 minutes

follows the listening activity, aiming to explore different aspects of customer

service: its impact, advantages, and the key elements emphasized by the speaker,

using guided questions. In addition, optional follow-up activities will include

practical role-play scenarios and a writing assignment reflecting on the importance

of customer service.
 Syllabus outline

The syllabus for the ESP course on Customer Service English is designed to equip

participants with essential language skills tailored for effective customer

interactions across diverse professional settings. This syllabus is created for eight-

week duration of lessons and each lesson lasts for 90 minutes. Lessons are

conducted twice a week.

Weeks Covered Lessons Learning Language

topics objectives skills
1 Introduction to 1.Roles and 2. Language - Understanding - Reading,
Customer responsibilities skills the roles and Listening,
Service English in customer assessment and responsibilities Speaking,
service customization in customer Writing

of learning service.
activities -Conducting
language skills
assessment to
determine
proficiency
levels.
-To tailor
learning
activities based
on assessment
results.

2 Effective 3. Active 4.Effective - Developing - Listening,

Communication listening questioning and active listening Speaking
Skills techniques clarification skills to
understand
 customer needs.
- Practicing
asking effective
questions and
clarifying
information.
- Using role-
plays to
simulate and
resolve
customer
scenarios.

3 Vocabulary and 5.Key 6.Role-plays - Learning key - Speaking,

Phrases for phrases for for vocabulary and Writing
Customer customer communicatio phrases for
Service greeting,
interactions n practice
acknowledging,
and responding
to customer
inquiries.
- Applying
language skills
in role-plays to
reinforce
effective
communication
strategies.

4 Written 7.Email etiquette guidelines - Mastering - Writing,

Communication email etiquette Reading
in Customer guidelines for
Service professional
communication.
- To practice
8.Writing responses to
drafting
 inquiries and complaints responses to
customer
inquiries and
complaints.
- To refine
writing skills
through case
studies and
exercises.

5 Cultural 9.Understanding cultural - Recognizing - Listening,

Sensitivity in differences and respecting Speaking
Customer cultural
Service differences
affecting
customer
interactions.
- Adapting
communication
10.Adapting communication styles to diverse
styles cultural
backgrounds.
- Enhancing
empathy and
service delivery
effectiveness.

6 Handling 11.Strategies for managing - Developing - Speaking,

Challenging complaints and conflicts strategies for Listening
Interactions managing
complaints and
conflicts
professionally.
- Practicing
conflict
12.Role-plays in conflict resolution
 resolution techniques
through role-
plays and case
studies.
- Maintaining
positive
customer
relationships.

7 Telephone and 13.Techniques for effective - Learning - Listening,

Digital customer service effective Speaking
Communication techniques for
Skills telephone
customer
service.
- To practice
14.Handling inquiries and handling
issues over the phone customer
inquiries and
issues over the
phone.
- Exploring
online chat and
messaging
etiquette for
digital
channels.

8 Review and 15.Review of course content - Reviewing - Reading,

Assessment and key concepts course content Listening,
and key Speaking,
concepts. Writing
- Preparing for
final
assessment
16.Preparation for final including role-
 assessment (role-plays and plays and a

written exam) written exam.

- Evaluating
mastery of
Customer
Service English
skills for
professional
application.

Sample Lesson Plan

LESSON: 13 Subject: ESP Topic: Techniques for

effective customer
service
Level: Intermediate & Materials: Projector, Duration: 90 minutes
Upper intermediate handouts with discussion
questions, whiteboard and
markers
Language objectives: Content objective: Outcomes:

*Students will expand *Student will develop a *Students will be able to

their vocabulary related deeper understanding of discuss on the topic of
to customer service the importance of effective customer
terminology and concepts exceptional customer service techniques[S, P]
introduced in the TEDx service through real-life
Talk, such as "customer examples and insights *Students will be able to
experience," "client provided in the TEDx differentiate grammar
satisfaction," "service Talk. [L, C] structures and practice
excellence," and them in speech [F, S]
"empathy." [V, L, W]

*Students will improve

their ability to express
opinions, provide
examples, and discuss the
significance of
exceptional customer
service using appropriate
language structures and
discourse markers. [S, V]

Step Tasks and Timing Assessment Materials

Procedure
1 Opening -Greeting 10 minutes - Board
students and
introducing the
topic of
customer
service.
-Discussing
briefly what
customer
service means
to them and
ask students to
share personal
experiences
with
exceptional
service.
-Explaining
the objectives
of the lesson:
to explore the
impact and
importance of
exceptional
customer
service in
various
contexts.
2 Pre-task -Presenting 10 minutes - Board,
key
vocabulary markers,
related to
customer visuals
service (e.g.,
empathy,
satisfaction,
loyalty).
-Introducing
the speaker
and the title of
the TEDx
Talk: "I Was
Seduced by
Exceptional
Customer
Service."
-Asking
students to
predict what
they think the
speaker might
discuss based
on the title.
3 During task -Playing the 20 minutes Assessment
TEDx Talk will be Projector,
video I Was according to worksheets
Seduced by the number of
Exceptional correct
Customer answers
Service.
-Instructing
students to
take notes on
key points,
examples, and
any new
vocabulary
they hear.
 -Pausing the
video at
appropriate
intervals to
check
comprehension
and discuss
any
challenging
points
-Completing
the vocabulary
worksheet
related to the
video
4.Post-task -Dividing 30 minutes Here the Question
students into assessment of cards
small groups discussions
to discuss the and idea
following presentations
guided considers
questions: participation
*What are the levels, the
main points fluency of
emphasized content
by the speaker delivery, and
regarding the generation
exceptional of ideas.
customer
service?
*How does
exceptional
customer
service impact
businesses
and customer
satisfaction?
*What can
businesses do
to provide
 exceptional
customer
service?
-Encouraging
students to
share their
notes from the
listening
activity and
their personal
opinions.
-Facilitating a
whole-class
discussion
based on the
group
findings.
5. Follow-up -Role-play 20 minutes Overall -
activity activeness and
activities - Writing a participation
short of students
reflective will be
paragraph assessed
-Providing
feedback for
students

Reflection
The ESP course for Customer Service English is thoughtfully designed to help

professionals in various industries enhance their language skills for effective

customer interactions. On the process of doing this project, new knowledge and

information gained from our ESP module helped me a lot in many ways. For

instance, the course readings had a great impact on developing this project since

they included all necessary information on ESP course designs and its elements.

The most useful and frequently used source was Woodrow (2018) because the

author provided a solid theoretical foundation for understanding ESP course design

and clarified the principles of needs analysis, syllabus design, and materials

development specific to ESP contexts. This theoretical grounding was crucial in

shaping the framework of my project. Besides that, the article by Bocanegra-Valle

(2010) provided a systematic framework for evaluating existing materials in ESP

contexts and introduced criteria and considerations specific to ESP, such as

authenticity, relevance to learners' professional needs, and alignment with course

objectives. This framework helped me critically assess available resources and

select those most suitable for my project.

As we know, needs analysis is crucial for all types of teaching, including ESP,

EAP, EGP or other different courses and the materials written by Viana et al.

(2019) and Serafini et al. (2015) were very useful sourcesin my exploration of

needs analysis and its integration into course design. These authors provided
comprehensive insights into the significance of needs analysis in educational

curriculum development, offering detailed discussions on various methodologies

for gathering learner data. Their studies offered plenty of information on how

needs analysis informs the process of designing effective courses.

Moreover, the course has equipped me with effective teaching approaches that are

directly applicable to ESP contexts. I have learned to employ methodologies that

cater to the unique linguistic and professional needs of my learners, enhancing both

their language proficiency and professional skills. This practical knowledge has

been instrumental in fostering an environment conducive to effective learning

outcomes. While selecting suitable approach, I referred to Woodrow (2018) again

in order to match the case-study approach with my ESP context. The reason why I

have selected this methodology was that case-study approach could develop

students’ communication skills as well as improve their grammar and vocabulary

knowledge which were necessary skills for my learners.

Overall, I am eager to continue applying these skills in future ESP endeavors. By

integrating rigorous needs analysis, thoughtful material selection, and effective

teaching strategies, I am confident in my ability to create meaningful and impactful

learning experiences for my learners. This course has not only expanded my

theoretical understanding but also provided me with the practical tools necessary to

excel in the field of ESP education.

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https://youtu.be/GH1TXfQSwUQ?si=wpgor2sExbU2-AT-