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Evidence Guide: SIRXCCS408 - Build retail relationships and sustain customer loyalty

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!

From the Wiki University

 

SIRXCCS408 - Build retail relationships and sustain customer loyalty

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

Review customer relationship management systems.

  1. Identify and communicate objectives of review of organisation’s customer relationship management (CRM) systems and engage staff in the process.
  2. Lead evaluation of organisation’s customer relationship data collection and analysis procedures to assess contribution to current business needs.
  3. Lead research into innovations in CRM systems and procedures and evaluation of applicability to organisational requirements.
  4. Lead research and selection of customer profiling data that would assist the organisation in building a sustainable competitive advantage.
  5. Consider and document proposals to enhance current organisational CRM capabilities and distribute to relevant personnel.
  6. Contribute to the selection and implementation of proposals according to scope of role and responsibilities.
Identify and communicate objectives of review of organisation’s customer relationship management (CRM) systems and engage staff in the process.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead evaluation of organisation’s customer relationship data collection and analysis procedures to assess contribution to current business needs.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead research into innovations in CRM systems and procedures and evaluation of applicability to organisational requirements.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead research and selection of customer profiling data that would assist the organisation in building a sustainable competitive advantage.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consider and document proposals to enhance current organisational CRM capabilities and distribute to relevant personnel.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Contribute to the selection and implementation of proposals according to scope of role and responsibilities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and analyse customer behaviour.

  1. Identify and communicate objectives of analysis of customer behaviour and engage staff in the process.
  2. Monitor customer relationship data collection to ensure enhanced CRM systems and procedures are implemented and provide value.
  3. Lead a review of current customer relationships and loyalty levels and set targets for enhanced outcomes.
  4. Lead research into customer demand for emerging products, services and strategies and evaluate applicability to business goals.
  5. Analyse internal and external data to identify trends in customer behaviour and predict future preferences.
  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.
Identify and communicate objectives of analysis of customer behaviour and engage staff in the process.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor customer relationship data collection to ensure enhanced CRM systems and procedures are implemented and provide value.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead a review of current customer relationships and loyalty levels and set targets for enhanced outcomes.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead research into customer demand for emerging products, services and strategies and evaluate applicability to business goals.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse internal and external data to identify trends in customer behaviour and predict future preferences.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult on findings with staff team and other relevant personnel to identify trends and preferences to be addressed in the short and long term.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select and plan targeted events, offers and programs.

  1. Identify and communicate objectives of events, offers and programs and engage relevant staff in the selection and planning process.
  2. Lead a review of customer participation in, and response to, past events, offers and programs to identify improvements and new ideas.
  3. Lead a review of CRM and external customer behaviour data to identify potential relationship strengthening strategies for different customer target groups.
  4. Lead research into emerging strategies for building customer relationships and loyalty, and evaluate applicability to business goals.
  5. Consult with staff team and other relevant personnel to select cost-effective events, offers and programs for implementation.
  6. Lead staff team in planning and scheduling events, offers and programs.
Identify and communicate objectives of events, offers and programs and engage relevant staff in the selection and planning process.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead a review of customer participation in, and response to, past events, offers and programs to identify improvements and new ideas.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead a review of CRM and external customer behaviour data to identify potential relationship strengthening strategies for different customer target groups.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead research into emerging strategies for building customer relationships and loyalty, and evaluate applicability to business goals.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult with staff team and other relevant personnel to select cost-effective events, offers and programs for implementation.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead staff team in planning and scheduling events, offers and programs.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Promote targeted events, offers and programs.

  1. Organise preparation of equipment and materials for planned events, offers and programs.
  2. Coordinate notification of relevant stakeholders for each event, offer or program.
  3. Manage promotion of events, offers and programs.
  4. Lead review of customer responses to events, offers and programs and implementation of refinements as required.
Organise preparation of equipment and materials for planned events, offers and programs.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Coordinate notification of relevant stakeholders for each event, offer or program.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Manage promotion of events, offers and programs.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Lead review of customer responses to events, offers and programs and implementation of refinements as required.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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.

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.

Required Skills and Knowledge

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

Range Statement

Not applicable.