Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

SIRXCCS408 Mapping and Delivery Guide
Build retail relationships and sustain customer loyalty

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency SIRXCCS408 - Build retail relationships and sustain customer loyalty
Description This unit describes the performance outcomes, skills and knowledge required to monitor and analyse systems and data relating to customer behaviour and relationships; and to plan and implement improvements to systems, processes and strategies to build retail relationships and sustain customer loyalty. It also covers engaging staff in research activities and encouraging staff participation in the selection and implementation of improvements and new strategies.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit applies to area, store and department managers and team leaders responsible for building the customer base and developing relationships with customers. It is important that the manager engages the staff team and that the team works together to research and introduce processes and strategies that strengthen customer alignment with the brand and increase customers’ purchasing behaviour.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Nil
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Review customer relationship management systems.
  • Identify and communicate objectives of review of organisation’s customer relationship management (CRM) systems and engage staff in the process.
  • Lead evaluation of organisation’s customer relationship data collection and analysis procedures to assess contribution to current business needs.
  • Lead research into innovations in CRM systems and procedures and evaluation of applicability to organisational requirements.
  • Lead research and selection of customer profiling data that would assist the organisation in building a sustainable competitive advantage.
  • Consider and document proposals to enhance current organisational CRM capabilities and distribute to relevant personnel.
  • Contribute to the selection and implementation of proposals according to scope of role and responsibilities.
       
Element: Monitor and analyse customer behaviour.
  • Identify and communicate objectives of analysis of customer behaviour and engage staff in the process.
  • Monitor customer relationship data collection to ensure enhanced CRM systems and procedures are implemented and provide value.
  • Lead a review of current customer relationships and loyalty levels and set targets for enhanced outcomes.
  • Lead research into customer demand for emerging products, services and strategies and evaluate applicability to business goals.
  • Analyse internal and external data to identify trends in customer behaviour and predict future preferences.
  • Consult on findings with staff team and other relevant personnel to identify trends and preferences to be addressed in the short and long term.
       
Element: Select and plan targeted events, offers and programs.
  • Identify and communicate objectives of events, offers and programs and engage relevant staff in the selection and planning process.
  • Lead a review of customer participation in, and response to, past events, offers and programs to identify improvements and new ideas.
  • Lead a review of CRM and external customer behaviour data to identify potential relationship strengthening strategies for different customer target groups.
  • Lead research into emerging strategies for building customer relationships and loyalty, and evaluate applicability to business goals.
  • Consult with staff team and other relevant personnel to select cost-effective events, offers and programs for implementation.
  • Lead staff team in planning and scheduling events, offers and programs.
       
Element: Promote targeted events, offers and programs.
  • Organise preparation of equipment and materials for planned events, offers and programs.
  • Coordinate notification of relevant stakeholders for each event, offer or program.
  • Manage promotion of events, offers and programs.
  • Lead review of customer responses to events, offers and programs and implementation of refinements as required.
       


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.

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

Evidence of the following is essential:

leads staff participation in review of CRM systems and procedures

consults on, selects and implements enhancements to CRM capabilities

leads staff participation in:

review of customer relationships and loyalty levels

planning and scheduling events, offers and programs

sets targets for increased loyalty

identifies customer trends and preferences

manages promotion of events, offers and programs

reviews customer responses to events, offers and programs.

Context of and specific resources for assessment

Assessment must ensure access to:

a retail work environment

customer profiling data

new and returning customers

organisational customer relationship management system, including documented procedures

retail customer service and sales teams.

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:

observation of performance in the workplace

a role play

customer feedback

answers to questions about specific skills and knowledge

review of portfolios of evidence and third-party workplace reports of on-the-job performance.

Guidance information for assessment

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

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, 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

communication and interpersonal skills to inform and interact with staff and relevant personnel, verbally and nonverbally

literacy and numeracy skills to:

calculate costs

read organisational policies and procedures

read information relating to customer behaviour and relationship management

planning and organising skills to:

break down activities into individual tasks and allocate timeframes

manage own time

set achievable goals

problem-solving skills to:

identify and select improvements to systems and processes

match new strategies to business goals

technology skills to operate information and communication technology systems and software, including social media

research skills to locate and analyse relevant information

team leadership skills to:

delegate

motivate staff

recognise staff contributions

share information

Required knowledge

analysis and reporting requirements for customer sales and service strategies

customer relationship management systems, including social media

customer types and needs, including:

customer buying motives

customer behaviour and cues

individual and cultural differences, demographics, lifestyles and incomes

data collection and processing technologies, techniques and tools

legislation and statutory requirements relating to customer relationship management, including work health and safety (WHS) requirements

retail industry information networks and sources

store policies and procedures in regard to:

establishing, maintaining and using customer records

methods of maintaining customer confidentiality and secure storage of customer details

store and area merchandise and service range

types of customer needs, including functional and psychological

Not applicable.
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
Identify and communicate objectives of review of organisation’s customer relationship management (CRM) systems and engage staff in the process. 
Lead evaluation of organisation’s customer relationship data collection and analysis procedures to assess contribution to current business needs. 
Lead research into innovations in CRM systems and procedures and evaluation of applicability to organisational requirements. 
Lead research and selection of customer profiling data that would assist the organisation in building a sustainable competitive advantage. 
Consider and document proposals to enhance current organisational CRM capabilities and distribute to relevant personnel. 
Contribute to the selection and implementation of proposals according to scope of role and responsibilities. 
Identify and communicate objectives of analysis of customer behaviour and engage staff in the process. 
Monitor customer relationship data collection to ensure enhanced CRM systems and procedures are implemented and provide value. 
Lead a review of current customer relationships and loyalty levels and set targets for enhanced outcomes. 
Lead research into customer demand for emerging products, services and strategies and evaluate applicability to business goals. 
Analyse internal and external data to identify trends in customer behaviour and predict future preferences. 
Consult on findings with staff team and other relevant personnel to identify trends and preferences to be addressed in the short and long term. 
Identify and communicate objectives of events, offers and programs and engage relevant staff in the selection and planning process. 
Lead a review of customer participation in, and response to, past events, offers and programs to identify improvements and new ideas. 
Lead a review of CRM and external customer behaviour data to identify potential relationship strengthening strategies for different customer target groups. 
Lead research into emerging strategies for building customer relationships and loyalty, and evaluate applicability to business goals. 
Consult with staff team and other relevant personnel to select cost-effective events, offers and programs for implementation. 
Lead staff team in planning and scheduling events, offers and programs. 
Organise preparation of equipment and materials for planned events, offers and programs. 
Coordinate notification of relevant stakeholders for each event, offer or program. 
Manage promotion of events, offers and programs. 
Lead review of customer responses to events, offers and programs and implementation of refinements as required. 

Forms

Assessment Cover Sheet

SIRXCCS408 - Build retail relationships and sustain customer loyalty
Assessment task 1: [title]

Student name:

Student ID:

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

Student signature:

Result: Competent Not yet competent

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Assessment Record Sheet

SIRXCCS408 - Build retail relationships and sustain customer loyalty

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

Assessor name:

Signature:

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Student signature:

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