This unit is designed to help learners understand the role of customer-centred organisations. The three units are understanding customers, meeting customer need and adding value.
Learners will evaluate best practice and the policies and approaches that result in excellent service and delivery within a contemporary business environment.
Customer Relationship Management (CRM) is now being actively embraced by organisations within most industry sectors. Furthermore, customer expectations are changing with the result that customer relationships are becoming increasingly more complex to manage.
This unit analyses how businesses have responded by looking after their customer base in new and more cost effective ways.
The aim of the unit is to provide learners with understanding and insight into customer behaviour. It will develop skills and learners will use tools and practices an organisation can use to retain and improve customer retention and relationships.
Learning Outcomes and Assessment Criteria
On successful completion of this unit a learner will be able to:
1. Examine the different ways that organisations deal with their customers
1.1 Analyse customer behaviour and identify patterns and differences in approach
1.2 Segment customers and identify target groups
2. Develop skills and practices that will support customers retention
2.1 Appraise CRM (customer relationship
management) and customer relationship marketing activities
2.2 Explain and provide examples of customer
retention practices for different industries
2.3 Create examples that demonstrate the concept of ‘adding value’ to customers
3. Explore and learn from examples of customer centered organisations and the benefits of such an approach
3.1 Research customer centres organisations across
different industries and evaluate their approaches
3.2. Create recommendations for an organisation known by the Leaner for improving its approach to customers