Overview
Assessment Guidance
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Understand the value of customer data to retention marketing.
Illustrate the stages of a customer journey.
Explain the tools used throughout the customer journey to obtain customer data.
Analyse customer data for characteristics and behaviour.
Explain how data sources are integrated to form a customer profile.
Explain how data is used to prioritise retention marketing.
Understand how organisations achieve positive customer relations.
Explain how organisations engage with customers with different customer profiles.
Evaluate methods of communication for good customer relations.
Evaluate an organisation's complaints policy and procedures.
Review an organisation’s crisis management procedures.
Explain how CRM tools contribute to effective customer relations.
Explain the role of community in customer relations.
Explain how feedback is used for positive customer relations.
Understand strategies for retention marketing.
Explain how loyalty is used to retain customers.
Assess the role of public relations in retention marketing.
Suggest how to personalise a marketing proposition for different customer profiles.
Analyse the relationship between sales and retention marketing.
Evaluate the retention strategies used by different organisations.