Application
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.
Prerequisites
Not applicable.
Elements and Performance Criteria
1. Apply sales and marketing principles to contact centre 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 contact centre supply chains 1.5 Promote contact 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 after 3.2 Develop strategies to retain customers and to build loyalty 3.3 Establish processes to facilitate after 3.4 Monitor and review after 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 |
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
problem
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
self
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.
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 third-party workplace reports of on 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 after review of records of after 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. |
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.
Stakeholders | 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 chains | billing credit and collections customer service fulfilment area sales and sales support. |
Marketing database fields | address: postal, business and residential contact numbers current products and services email address name occupation previous offers. |
Contingency planning | 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 back use of manual processes or recording. |
After-sales support and customer retention strategies | account management courtesy follow customer satisfaction surveying differentiated levels of customer service and support discounts or special offers follow loyalty programs offers of value-added services or products. |
Sectors
Stakeholder relations – contact centre operations
Employability Skills
This unit contains employability skills.
Licensing Information
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.