Overview

Framework:
RQF
Level:
Level 4
Unit No:
K/508/0218
Credits:
9
Guided learning hours:
52 hours

Assessment Guidance

n/a

Unit Learning Outcomes

1

Understand the value of customer data to retention marketing.

Assessment Criteria

  • 1.1

    Illustrate the stages of a customer journey.

  • 1.2

    Explain the tools used throughout the customer journey to obtain customer data.

  • 1.3

    Analyse customer data for characteristics and behaviour.

  • 1.4

    Explain how data sources are integrated to form a customer profile.

  • 1.5

    Explain how data is used to prioritise retention marketing.


2

Understand how organisations achieve positive customer relations.

Assessment Criteria

  • 2.1

    Explain how organisations engage with customers with different customer profiles.

  • 2.2

    Evaluate methods of communication for good customer relations.

  • 2.3

    Evaluate an organisation's complaints policy and procedures.

  • 2.4

    Review an organisation’s crisis management procedures.

  • 2.5

    Explain how CRM tools contribute to effective customer relations.

  • 2.6

    Explain the role of community in customer relations.

  • 2.7

    Explain how feedback is used for positive customer relations.


3

Understand strategies for retention marketing.

Assessment Criteria

  • 3.1

    Explain how loyalty is used to retain customers.

  • 3.2

    Assess the role of public relations in retention marketing.

  • 3.3

    Suggest how to personalise a marketing proposition for different customer profiles.

  • 3.4

    Analyse the relationship between sales and retention marketing.

  • 3.5

    Evaluate the retention strategies used by different organisations.