- SIRXEBS001A - Acquire and retain online customers
Acquire and retain online customers
This unit applies to team members who perform market analysis and establish data collection and processing tools to determine current and future online service and sales strategies for maximising sales and service delivery and online customer retention.
Elements and 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. Develop an electronic sales strategy.
1.1.Determine online sales strategy.
1.2.Confirm performance indicators for online sales strategy.
1.3.Set online sales budget.
1.4.Establish mechanisms to collate and report online sales data.
1.5.Maximise conversion of customer contact into improved sales through an online sales strategy.
2. Develop an electronic service strategy.
2.1.Establish impact of online service strategy on market share.
2.2.Assess impact of service strategy on suppliers.
2.3.Assess appropriateness of the existing product and service profile and range as part of the online service strategy.
2.4.Determine means to acquire customers online.
2.5.Determine means to improve retention of online customers.
2.6.Establish revenue benefits of an online service strategy.
2.7.Determine means to use information and communication technologies to improve customer satisfaction.
3. Optimise retail web presence.
3.1.Integrate sales and service strategies.
3.2.Confirm customer segments.
3.3.Determine personal preferences and needs of customers within market segment on an ongoing basis.
3.4.Establish pricing rules for online products and services.
3.5.Ensure web presence attracts target customers.
3.6.Construct web presence and systems to permit customer preferences and needs to be determined in an ongoing manner.
4. Build relationships with online customers.
4.1.Analyse customer relationship management systems and models.
4.2.Manage online relationships to retain customers.
4.3.Manage sales and service strategies to reinforce relationships with online customers.
4.4.Collect diagnostic data to support the delivery of services to meet customer behaviours and expectations.
4.5.Share strategic data on customer behaviour with vendors and web designers.
4.6.Optimise loyalty of online customers.
This section describes the essential skills and knowledge and their level, required for this unit.
analytical skills to:
determine online customer preferences and needs
seek out value adding opportunities
identify special events and anticipating customer demands
planning and management skills to:
benchmark the positioning of major competitors for online sales and services
establish systems to measure the ability of online strategies to meet specific customer requests and preferences
implement joint online sales and service plans with business partners
develop online sales and service reports
provide recommendations for improving online sales and service
literacy and numeracy skills to:
interpret diagnostic and strategic marketing data
customer relationship management systems
data collection and processing technologies, techniques and tools
means to share data with suppliers and business partners, according to legal provisions and business policies
impact of sales and service systems on operational cost efficiencies
impact of online customer retention and retrieval strategies on revenue
analysis and reporting requirements for a range of online customer sales and service strategies
strategies that reinforce online service relationships
business policy and procedures that can hinder capacity of online systems to meet customer preferences
relevant privacy, world wide web standards, commercial law and legislation
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
sales and service targets are set according to all factors affecting online markets and product or service delivery
online market share is determined and maximised through implementation of agreed strategy
accurate and careful research on the basis for online positioning
analysis of the impact of web presence on business relationships
online sales and service strategy designed to maximise customer retention and brand loyalty
online customers preferences are identified
establishes data collection and processing tools and techniques than can determine current and future online service and sales strategies.
Context of and specific resources for assessment
Assessment must ensure access to:
a real or simulated work environment
relevant documentation, such as:
business and marketing plans
industry codes of practice
information and performance data on existing business model and IT infrastructure
products and services
Methods 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
a research report
third-party reports from a supervisor
written or verbal questioning to assess knowledge and understanding
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.
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 in the performance criteria is detailed below.
Sales strategy may vary according to:
product or service range
duration of campaign
business policy and procedures in regard to selling products and services
form of web presence and level of e-commerce readiness
current and emerging applications and technology
industry codes of practice
planning cycles and timing
cost and price analysis.
Mechanisms to collate and report online sales data may include:
online traffic monitors
online customer registration
online customer account management.
Customer contact may occur via:
Arrangements with suppliers may relate to:
public agencies or organisations
community and not-for-profit organisations
delivery of products
provision of services
maintenance and support agreements
leasing agreements and consultancies
research and development.
Customers may include:
new or repeat contacts
internal and external contacts
customers with routine or special requests
people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities
business customers or individuals
domestic or international customers.
Means to retain or acquire online customers may include consideration of:
retention campaigns and programs
promotion and distribution strategies
retention and loyalty programs
web search and access relationships
online customer preferences and buying behaviours.
Information and communication technologies may include:
personal computers or terminals (stand-alone or networked)
bar coding equipment
electronic data interchange (EDI).
Web presence may include:
web search and access relationships
Diagnostic data may be:
Strategic data may include:
This unit contains employability skills.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.