SIRXCCS408 - Build retail relationships and sustain customer loyalty

SIRXCCS408
Build retail relationships and sustain customer loyalty

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.

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.

Prerequisites

Nil

Elements and Performance Criteria

ELEMENT	PERFORMANCE CRITERIA
Elements describe the essential outcomes of a unit of competency.	Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.
1. Review customer relationship management systems.	1.1.Identify and communicate objectives of review of organisation’s customer relationship management (CRM) systems and engage staff in the process. 1.2.Lead evaluation of organisation’s customer relationship data collection and analysis procedures to assess contribution to current business needs. 1.3.Lead research into innovations in CRM systems and procedures and evaluation of applicability to organisational requirements. 1.4.Lead research and selection of customer profiling data that would assist the organisation in building a sustainable competitive advantage. 1.5.Consider and document proposals to enhance current organisational CRM capabilities and distribute to relevant personnel. 1.6.Contribute to the selection and implementation of proposals according to scope of role and responsibilities.
2. Monitor and analyse customer behaviour.	2.1.Identify and communicate objectives of analysis of customer behaviour and engage staff in the process. 2.2.Monitor customer relationship data collection to ensure enhanced CRM systems and procedures are implemented and provide value. 2.3.Lead a review of current customer relationships and loyalty levels and set targets for enhanced outcomes. 2.4.Lead research into customer demand for emerging products, services and strategies and evaluate applicability to business goals. 2.5.Analyse internal and external data to identify trends in customer behaviour and predict future preferences. 2.6.Consult on findings with staff team and other relevant personnel to identify trends and preferences to be addressed in the short and long term.
3. Select and plan targeted events, offers and programs.	3.1.Identify and communicate objectives of events, offers and programs and engage relevant staff in the selection and planning process. 3.2.Lead a review of customer participation in, and response to, past events, offers and programs to identify improvements and new ideas. 3.3.Lead a review of CRM and external customer behaviour data to identify potential relationship strengthening strategies for different customer target groups. 3.4.Lead research into emerging strategies for building customer relationships and loyalty, and evaluate applicability to business goals. 3.5.Consult with staff team and other relevant personnel to select cost-effective events, offers and programs for implementation. 3.6.Lead staff team in planning and scheduling events, offers and programs.
4. Promote targeted events, offers and programs.	4.1.Organise preparation of equipment and materials for planned events, offers and programs. 4.2.Coordinate notification of relevant stakeholders for each event, offer or program. 4.3.Manage promotion of events, offers and programs. 4.4.Lead review of customer responses to events, offers and programs and implementation of refinements as required.

Required Skills

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

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.
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.

Range Statement

Not applicable.

Sectors

Cross-Sector

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.