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Elements and Performance Criteria

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