Application
This unit describes the skills and knowledge required to develop, maintain and promote a marketing strategy in a customer engagement environment.
It applies to individuals who analyse, design and execute judgements using wide ranging technical, creative, conceptual or managerial competencies and who are often accountable for group outcomes.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1 Apply sales and marketing principles to performance | 1.1 Select a valid framework of sales and marketing principles for a customer contact centre 1.2 Achieve consensus on sales and marketing principles with stakeholders 1.3 Integrate sales and marketing principles into customer contact operating objectives and strategies 1.4 Identify elements of customer engagement centre supply chains 1.5 Promote engagement centre effectively to supply chain customers |
2 Initiate, evaluate and maintain a marketing database system | 2.1 Identify appropriate marketing database fields and functions 2.2 Contribute to the development and testing of a marketing database 2.3 Evaluate and enhance functionality of the marketing database to best serve the marketing operation 2.4 Establish effective database maintenance procedures 2.5 Establish contingency planning for failure of databases and systems |
3 Develop and evaluate customer service and retention strategies | 3.1 Identify effective after 3.2 Develop strategies to retain customers and to build loyalty 3.3 Establish processes to facilitate after 3.4 Monitor and review after 3.5 Adjust processes to optimise customer service and retention |
4 Analyse sales and customer activity results | 4.1 Identify sales and service report criteria relevant to the interests of stakeholders 4.2 Analyse sales and service data in relation to key performance indicators 4.3 Report on performance and activity data to stakeholders in a timely manner |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.4, 3.1 | Recognises and evaluates complex texts to determine key information |
Writing | 1.2, 1.3, 1.5, 2.2, 3.2, 3.4, 4.3 | Prepares information which incorporates specialised and cohesive language in a designated format and style appropriate to a specific audience and purpose |
Oral Communication | 1.2, 1.5, 4.3 | Presents information to a range of audiences using appropriate structure and language Uses questioning and active listening to clarify or confirm understanding |
Numeracy | 2.1, 4.2 | Extracts, evaluates and compares numerical information |
Interact with others | 1.2, 1.5, 3.4, 4.3 | Recognises and applies the protocols governing what to communicate and how in relation to stakeholders Uses a range of persuasive techniques appropriate to audience and environment to negotiate agreeable outcomes |
Get the work done | 1.1, 1.3, 1.4, 2.1, 2.2, 2.3, 2.4, 2.5, 3.1, 3.4, 3.5, 4.1, 4.2, 4.3 | Sequences and schedules complex activities, monitors implementation and manages relevant communication in relation to database maintenance, contingency planning and retention strategies Makes a range of critical and non-critical decisions in relatively complex strategy-development situations, taking a range of constraints into account Uses analytical processes to decide on a course of action, establishing criteria for deciding between options when developing strategies Uses digital tools to access, analyse and organise complex data |
Sectors
Stakeholder relations – Customer engagement