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Evidence Guide: BSBCCO605B - Develop and maintain a customer contact marketing strategy

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBCCO605B - Develop and maintain a customer contact marketing strategy

What evidence can you provide to prove your understanding of each of the following citeria?

Apply sales and marketing principles to contact centre performance

  1. Select a valid framework of sales and marketing principles for a customer contact centre
  2. Achieve consensus on sales and marketing principles with stakeholders
  3. Integrate sales and marketing principles into customer contact operating objectives and strategies
  4. Identify elements of customer contact centre supply chains
  5. Promote contact centre effectively to supply chain customers
Select a valid framework of sales and marketing principles for a customer contact centre

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Achieve consensus on sales and marketing principles with stakeholders

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Integrate sales and marketing principles into customer contact operating objectives and strategies

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify elements of customer contact centre supply chains

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Promote contact centre effectively to supply chain customers

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Initiate, evaluate and maintain a marketing database system

  1. Identify appropriate marketing database fields and functions
  2. Contribute to the development and testing of a marketing database
  3. Evaluate and enhance functionality of the marketing database to best serve the marketing operation
  4. Establish effective database maintenance procedures
  5. Establish contingency planning for failure of databases and systems
Identify appropriate marketing database fields and functions

Completed
Date:

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Contribute to the development and testing of a marketing database

Completed
Date:

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Evaluate and enhance functionality of the marketing database to best serve the marketing operation

Completed
Date:

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Establish effective database maintenance procedures

Completed
Date:

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Establish contingency planning for failure of databases and systems

Completed
Date:

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Develop and evaluate customer service and retention strategies

  1. Identify effective aftersales support strategies
  2. Develop strategies to retain customers and to build loyalty
  3. Establish processes to facilitate aftersales support and customer retention strategies
  4. Monitor and review aftersales support and customer retention processes
  5. Adjust processes to optimise customer service and retention
Identify effective aftersales support strategies

Completed
Date:

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Develop strategies to retain customers and to build loyalty

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish processes to facilitate aftersales support and customer retention strategies

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and review aftersales support and customer retention processes

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Adjust processes to optimise customer service and retention

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse sales and customer activity results

  1. Identify sales and service report criteria relevant to the interests of stakeholders
  2. Analyse sales and service data in relation to key performance indicators
  3. Report on performance and activity data to stakeholders in a timely manner
Identify sales and service report criteria relevant to the interests of stakeholders

Completed
Date:

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Analyse sales and service data in relation to key performance indicators

Completed
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Report on performance and activity data to stakeholders in a timely manner

Completed
Date:

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Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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 onthejob performance by the candidate

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 aftersales and/or customer retention strategies

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:

BSBCCO609B Integrate customer contact operations within the organisation

BSBMGT618A Develop a contact centre business plan.

Required Skills and Knowledge

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

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:

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.

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.