Assessor Resource

BSBCUE605
Develop and maintain a customer engagement marketing strategy

Assessment tool

Version 1.0
Issue Date: April 2024


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.

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


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.

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 aftersales support strategies

3.2 Develop strategies to retain customers and to build loyalty

3.3 Establish processes to facilitate aftersales support and customer retention strategies

3.4 Monitor and review aftersales support and customer retention processes

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

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.

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 aftersales support strategies

3.2 Develop strategies to retain customers and to build loyalty

3.3 Establish processes to facilitate aftersales support and customer retention strategies

3.4 Monitor and review aftersales support and customer retention processes

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

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 engagement centre supply chains 
Promote engagement 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

BSBCUE605 - Develop and maintain a customer engagement marketing strategy
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Assessment Record Sheet

BSBCUE605 - Develop and maintain a customer engagement marketing strategy

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