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Elements and Performance Criteria

  1. Apply sales and marketing principles to contact centre performance
  2. Initiate, evaluate and maintain a marketing database system
  3. Develop and evaluate customer service and retention strategies
  4. Analyse sales and customer activity results

Required Skills

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

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

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 marketplacecompetitor 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

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

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 thirdparty workplace reports of onthejob performance by the candidate

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 andor 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 andor customer retention strategies

review of documentation of aftersales and/or customer retention strategies

review of records of aftersales andor customer retention strategy effectiveness

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

BSBCCOB Integrate customer contact operations within the organisation

BSBCCO609B Integrate customer contact operations within the organisation

BSBMGTA Develop a contact centre business plan

BSBMGT618A Develop a contact centre business plan.


Range Statement

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.