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Elements and Performance Criteria

1. Review customer relationship management systems.
   • Identify and communicate objectives of review of organisation’s customer relationship management (CRM) systems and engage staff in the process.
   • Lead evaluation of organisation’s customer relationship data collection and analysis procedures to assess contribution to current business needs.
   • Lead research into innovations in CRM systems and procedures and evaluation of applicability to organisational requirements.
   • Lead research and selection of customer profiling data that would assist the organisation in building a sustainable competitive advantage.
   • Consider and document proposals to enhance current organisational CRM capabilities and distribute to relevant personnel.
   • Contribute to the selection and implementation of proposals according to scope of role and responsibilities.
2. Monitor and analyse customer behaviour.
   • Identify and communicate objectives of analysis of customer behaviour and engage staff in the process.
   • Monitor customer relationship data collection to ensure enhanced CRM systems and procedures are implemented and provide value.
   • Lead a review of current customer relationships and loyalty levels and set targets for enhanced outcomes.
   • Lead research into customer demand for emerging products, services and strategies and evaluate applicability to business goals.
   • Analyse internal and external data to identify trends in customer behaviour and predict future preferences.
   • Consult on findings with staff team and other relevant personnel to identify trends and preferences to be addressed in the short and long term.
3. Select and plan targeted events, offers and programs.
   • Identify and communicate objectives of events, offers and programs and engage relevant staff in the selection and planning process.
   • Lead a review of customer participation in, and response to, past events, offers and programs to identify improvements and new ideas.
   • Lead a review of CRM and external customer behaviour data to identify potential relationship strengthening strategies for different customer target groups.
   • Lead research into emerging strategies for building customer relationships and loyalty, and evaluate applicability to business goals.
   • Consult with staff team and other relevant personnel to select cost-effective events, offers and programs for implementation.
   • Lead staff team in planning and scheduling events, offers and programs.
4. Promote targeted events, offers and programs.
   • Organise preparation of equipment and materials for planned events, offers and programs.
   • Coordinate notification of relevant stakeholders for each event, offer or program.
   • Manage promotion of events, offers and programs.
   • Lead review of customer responses to events, offers and programs and implementation of refinements as required.

Required Skills

Required skills

communication and interpersonal skills to inform and interact with staff and relevant personnel verbally and nonverbally communication and interpersonal skills to inform and interact with staff and relevant personnel, verbally and nonverbally literacy and numeracy skills to calculate costs read organisational policies and procedures read information relating to customer behaviour and relationship management planning and organising skills to break down activities into individual tasks and allocate timeframes manage own time set achievable goals problemsolving skills to identify and select improvements to systems and processes match new strategies to business goals technology skills to operate information and communication technology systems and software including social media research skills to locate and analyse relevant information team leadership skills to delegate motivate staff recognise staff contributions share information

Required knowledge

analysis and reporting requirements for customer sales and service strategies customer relationship management systems including social media customer types and needs including customer buying motives customer behaviour and cues individual and cultural differences demographics lifestyles and incomes data collection and processing technologies techniques and tools legislation and statutory requirements relating to customer relationship management including work health and safety WHS requirements retail industry information networks and sources store policies and procedures in regard to establishing maintaining and using customer records methods of maintaining customer confidentiality and secure storage of customer details store and area merchandise and service range types of customer needs including functional and psychological

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Evidence of the following is essential leads staff participation in review of CRM systems and procedures consults on selects and implements enhancements to CRM capabilities leads staff participation in review of customer relationships and loyalty levels planning and scheduling events offers and programs sets targets for increased loyalty identifies customer trends and preferences manages promotion of events offers and programs reviews customer responses to events offers and programs
Context of and specific resources for assessment	Assessment must ensure access to a retail work environment customer profiling data new and returning customers organisational customer relationship management system including documented procedures retail customer service and sales teams
Method of assessment	A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit observation of performance in the workplace a role play customer feedback answers to questions about specific skills and knowledge review of portfolios of evidence and thirdparty workplace reports of onthejob performance
Guidance information for assessment	Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

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Range Statement

Not applicable.

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