Assessor Resource

BSBCCO605B
Develop and maintain a customer contact marketing strategy

Assessment tool

Version 1.0
Issue Date: April 2024


This unit applies to establishing a marketing strategy in a customer contact environment that has sales and marketing opportunities for either internal or external (outsource) stakeholders.

This role is undertaken by staff with managerial responsibility.

This unit describes the performance outcomes, skills and knowledge required to develop, maintain and promote a marketing strategy in a customer contact environment.

Competence in this unit requires developing, implementing and reviewing a marketing strategy, and building strong relationships with all stakeholders. The effective use and development of systems, databases and reporting tools are also required.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Prerequisites

Not applicable.

Employability Skills

This unit contains employability skills.



Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

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.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to:

apply marketing principles to customer contact performance

develop and maintain marketing databases

develop customer service and retention strategies

analyse and report performance within a customer contact environment

demonstrate knowledge of sales and marketing principles.

Context of and specific resources for assessment

Assessment must ensure access to:

information and databases for analysis activities

relevant legislation, standards and guidelines

stakeholder feedback or stakeholders

performance and target data.

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:

direct questioning combined with review of portfolios of evidence and third-party workplace reports of onthejob performance by the candidate

review of stakeholder agreed marketing and sales principles

review of records of internal contact centre promotion activities

oral and/or written questioning to assess knowledge of fields and functionality of a marketing database

review of records of maintenance activity for a marketing database

review of documentation of aftersales and/or customer retention strategies

review of records of aftersales and/or customer retention strategy effectiveness

review of reports of sales and customer service performance.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBCCO609B Integrate customer contact operations within the organisation

BSBMGT618A Develop a contact centre business plan.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

analytical skills to:

analyse workplace information and data

assess compliance with relevant legislative, regulatory and organisational requirements

consider all options and support the development of the strategy

communication skills to:

communicate effectively with personnel at all levels

conduct effective formal and informal meetings

consultation and negotiation skills to develop, implement and monitor strategies

interpersonal skills to:

establish rapport and build relationships with internal and external customers, team members and stakeholders

establish relevant networks

leadership skills to gain the trust and confidence of colleagues and clients

literacy skills to:

prepare and present reports on complex concepts and ideas

write policies, procedures and plans

numeracy skills to:

manage budgetary resources

understand, verify, manipulate and calculate data and statistics

planning and organising skills to manage own tasks within required timeframes

presentation skills to articulate information and ideas effectively

problemsolving skills to create innovative solutions to problems that arise

project management skills to:

develop and implement the strategy successfully

achieve ongoing continuous improvement

risk assessment and mitigation skills to fully understand and, if necessary, mitigate potential impacts of activities

selfmanagement skills to:

comply with policies and procedures

pay attention to detail when making observations and recording outcomes

seek learning and development opportunities

technology skills to organise, manage and analyse data.

Required knowledge

contact centre information systems and the types of data and information available from these systems

contingency planning principles

customer retention strategies

industry and marketplace/competitor marketing strategies

information technology options and functionality within the customer contact centre environment

process review and documentation processes

sales and marketing principles

use and development of databases.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Stakeholdersmay include:

contact centre level:

direct team

team leaders

other senior contact centre staff

enterprise employees at management level with an interest or stake in contact centre operations, including:

sales and marketing

credit and collections

billing

external clients and suppliers with an interest in the marketing aspects of operations, including:

contracting organisations

recruitment suppliers

software and equipment suppliers.

Supply chainsmay include:

billing

credit and collections

customer service

fulfilment area

sales and sales support.

Marketing database fieldsmay include:

address: postal, business and residential

contact numbers

current products and services

email address

name

occupation

previous offers.

Contingency planningmay include:

activities to keep business running

contact escalation policy

interactive voice response (IVR) message re reduced level of service

taking messages and calling customers back when systems are back in operation

temporary redirection of calls to another area

use of backup systems or database

use of manual processes or recording.

After-sales support and customer retention strategiesmay include:

account management

courtesy followup calls

customer satisfaction surveying

differentiated levels of customer service and support

discounts or special offers

followup to ensure customer satisfaction and loyalty post-sales experience

loyalty programs

offers of value-added services or products.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Select a valid framework of sales and marketing principles for a customer contact centre 
Achieve consensus on sales and marketing principles with stakeholders 
Integrate sales and marketing principles into customer contact operating objectives and strategies 
Identify elements of customer contact centre supply chains 
Promote contact centre effectively to supply chain customers 
Identify appropriate marketing database fields and functions 
Contribute to the development and testing of a marketing database 
Evaluate and enhance functionality of the marketing database to best serve the marketing operation 
Establish effective database maintenance procedures 
Establish contingency planning for failure of databases and systems 
Identify effective aftersales support strategies 
Develop strategies to retain customers and to build loyalty 
Establish processes to facilitate aftersales support and customer retention strategies 
Monitor and review aftersales support and customer retention processes 
Adjust processes to optimise customer service and retention 
Identify sales and service report criteria relevant to the interests of stakeholders 
Analyse sales and service data in relation to key performance indicators 
Report on performance and activity data to stakeholders in a timely manner 

Forms

Assessment Cover Sheet

BSBCCO605B - Develop and maintain a customer contact marketing strategy
Assessment task 1: [title]

Student name:

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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

BSBCCO605B - Develop and maintain a customer contact marketing strategy

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

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